As presented at PMANC in California, this presentation walks you through the basics of selling in the zero moment of truth. Buyers are in more control than ever and you have to influence those buyers every chance you get.

1. Selling in the
Zero Moment Of Truth
Dale Denham, MAS+
@daledenham
www.linkedin.com/in/daledenham
www.geiger.com
Slides available at www.slideshare.net/therealdaledenham

2. Awareness
Action
Opportunities

3. Zero Moment of Truth
influences which brands make the shopping
list, where shoppers choose to buy and
with whom they share the results.

4. A
decision
making
moment

5. Buyers learn and decide at the ZMOT.

6. Today’s Buying Process
Stimulus ZMOT FMOT SMOT

7. Stimulus
• Advertisement (online or offline)
• Catalog
• Email
• Experience

8. ZMOT
The moment when the customer does research and
make decision about buying your product.
From You

9. FMOT
This moment occurs when a customer first
encounters a product on your store’s shelf.

10. SMOT
This moment occurs when the customer
experiences your product for the first time.

11. You must provide the information shoppers
naturally crave in all the ways they crave it.
Stimulus ZMOT FMOT SMOT

12. Stimulus
• Receives email

14. FMOT

16. Good SMOT leads to

17. Today’s Buying Process
Stimulus ZMOT FMOT SMOT

18. Is Not Linear

19. Rules have Changed
Online decision making has skyrocketed…
Your online marketing budget has not…

20. What Can You Do?

21. Action - Stimulus
• Email marketing
• Social media marketing
• Classic marketing

22. Stimulus – Email Marketing
• Weekly emails to prospects and customers

23. Stimulus – Social Media Marketing

24. Stimulus – Classic Marketing
• Cold calls
• Catalogs
• Trade shows

25. Stimulus Leads to ZMOT
Opportunities

26. ZMOT – Is Usually Not Stimulus
Searches are usually done in response to a stimulus

27. Action - ZMOT
• Samples
• Blog
• SEO
• Social
• Video
• Reviews
• PPC

28. ZMOT - Samples
• Nothing beats a sample

29. ZMOT - Samples
• Nothing beats a sample
• Except a spec sample

30. ZMOT - Blog
Extremely important
Use LinkedIn blogging tool for best exposure

31. ZMOT - SEO
• Blogging is a part of SEO
• Landing pages are important
• Custom product pages
Requires large investment
You cannot win most battles
Focus locally

32. ZMOT - Social
When YOU are the PRODUCT
What does your social presence and profile say about you?

33. ZMOT - Video
• Video is a part of SEO
• Product reviews are a great way to do videos

34. ZMOT - Reviews
• Reviews are crucial to ZMOT
• Most industry sites have no reviews
• Use your blog
– Review products
– Link review in proposals

35. ZMOT - PPC
• Your name
• Your company name
• Keywords – local
• Your best selling products – local
• Google shopping
• Remarketing
• Social advertising

36. It Must Work Together
• Bad ZMOT + Good FMOT = Low Chance
• Good ZMOT + Bad FMOT = No Sale
• Good ZMOT + Bad SMOT = Low Repeat Orders

37. A Word about FMOT
• Have a great website
• Spend time really analyzing options
• A great web experience is critical
– Far more important than 100,000 products

38. Another ZMOT Scenario
• Stimulus = Proposal/Presentation

39. What Does Your Client Do?

40. What Does Your Client See?

41. What Does Your Client Learn?

42. Are You Offering a Fair Price?

43. Before You Quote

44. Some Zero Moments to Prepare for
• Details from your proposal
– Item#
– Item name
• Promotional products [town name]
• [name] complaints
• [name] sucks
• [name] review

45. ZMOT Mobile
• People may search for you on mobile
– Easy to find phone #
– Easy to find address
Focus on your contact information for mobile

46. The Buyer is in Control
• Buyer has need to satisfy
• Emotional investment in finding the
best solution
• Has often made their choice before
they contact you

47. The Buyer Knows
What does that mean for you in terms of how
you communicate

48. Right Place

49. Right Time

50. Right Content
• Answer questions people are asking
• Use your blog
– Include product names
– Include your location

51. Practical Steps to Win the ZMOT
• Have a great website
• Active on Social
• Blog
• Advertise
– PPC
– Social
– Remarketing
Target narrowly, you can’t compete with big boys

52. Practical Plan to Win the ZMOT
• Weekly
– Blog about a product on LinkedIn
– Post at least 2x per week on social sites
– Write reviews of every product you sell
• Monthly
– Update adwords
– Video post
– Non product blog
• Yearly
– Update social profiles

53. Selling in the
Zero Moment Of Truth
Dale Denham, MAS+
@daledenham
www.linkedin.com/in/daledenham
www.geiger.com
Slides available at www.slideshare.net/therealdaledenham