The document discusses how companies can improve marketing, sales, and customer service by better understanding the customer's buying journey. It outlines the typical stages a customer goes through from initial awareness of a problem to selecting a solution. It then recommends that companies align their selling process to this journey by helping customers at each stage. Tracking key metrics at each stage of the sales process can also help identify areas for improvement. The company KTS Marketing Solutions provides consulting services using these techniques to help clients differentiate themselves and drive growth.

1. Marketing Solutions That Drive Results
Helping Companies FIND, WIN and KEEP Customers
Companies today are struggling to differentiate their products, their services and their company. Doing more with less
has become standard operating procedure. Most companies are working harder than ever, but are finding it difficult to achieve
the desired growth?
There are opportunities for many companies to dramatically improve their performance by looking at their selling process. The
selling process can be defined as everything is takes to Find, Win and Keep customers; this includes marketing, sales and service.
First Understand The Customer’s Buying Journey
The buyer has a problem and needs information, and eventually a solution to their problem. They will readily pay for a
solution that solves their problem.
UNTROUBLED ACKNOWLEDGE DEFINE RECEIVE RATIONALIZE SELECT FIRST ENGAGE
& UNAWARE PAIN NEED OFFERS OPTIONS CHOICE
Sales and Marke ng the Six Sigma Way, by Michael J. Webb
with Tom Gorman, 2006 Kaplan Publishing
Align the Selling Process with the Buyer’s Journey
Focusing on the buyer’s journey and working to make their life (not yours) easier is truly a differentiator.
UNTROUBLED ACKNOWLEDGE DEFINE RECEIVE RATIONALIZE SELECT FIRST ENGAGE
& UNAWARE PAIN NEED ORDERS OPTIONS CHOICE
The seller will be successful when they:
© 2009-2010 by KTS Marketing Solutions, LLC. All Rights Reserved.
Help customer Help them identify Help define the Provide offer that Help prepare & Make it easy for Ensure your offer
become aware and prioritize pain, need, build consensus meets requirements, prioritize offers, them to select can maximize
of their problem build trust & trust build trust build trust your offer their result
Here is one example of a seller who understood the buyer’s journey and added value at every step.
WEB-SITE, WHITE PAPERS SOLVE PART OF PROVIDE PROPOSAL CONTINUE TO DELIVER
TRADE SHOWS & AND THE PROBLEM, THAT MEETS BE A VALUED AS PROMISED
ADVERTISEMENTS CASE STUDIES FREE OF CHARGE! BUYER’S NEEDS CONSULTANT & ON TIME
Help customer Demonstrates Demonstrates Careful with Continue to Provide
become aware expertise Commitment to over-shooting what Valuable Information
of their problem Customer’s Success is actually needed
8216 Princeton-Glendale Road, #160, West Chester, OH 45069 | 513.407.4908 | info@ktsmarke ng.com | www.ktsmarke ng.com

2. Measure Performance Throughout the Sales Process
FIND WIN KEEP
LEADS QUALIFIED LEADS PROSPECTS OPPORTUNITIES ORDERS SUPPORT REPEAT
Some % drop out at each step (some are filtered out) Your investment (cost) increases
It’s best to filter out unqualified leads & prospects early throughout the process Is value added at each step?
Think of the selling process as a production process. Develop solid definitions up front and use proven tools to measure
the performance, making adjustments as needed.
It’s critically important to have seamless transitions between Marketing, Sales and Service. Everyone pulling in the
same direction.
About KTS Marketing Solutions
Managing Partner, Tim DeRosett has 20 years experience in marketing, business development, and sales within indus-
trial automation and high-technology companies. With experience in LEAN and Six Sigma methodologies, we bring
process improvement to marketing, sales and service. KTS delivers consultative services to high-technology and
automation product and services companies. We have developed proven tools and methodologies that can be applied to
most high-tech business-to-business companies.
We have developed proven tools and methodologies that can be applied to most high-tech business-to-business
companies. Additional services include the following.
© 2009-2010 by KTS Marketing Solutions, LLC. All Rights Reserved.
Customer Value Mapping helps discover your customer’s challenges and drivers and determine how well you
meet their needs.
Discover, Develop and Deliver your company’s VALUE. Starting with the Customer Value Map we provide
recommendations for today and tomorrow.
We deliver differentiation and accelerated growth with Product Management and Product Marketing services
such as product roadmaps, product specifications, product launch plans and sales tools.
Customer
Value
Map
8216 Princeton-Glendale Road, #160, West Chester, OH 45069 | 513.407.4908 | info@ktsmarke ng.com | www.ktsmarke ng.com