Changing notions of social status, where status (especially online) can be increasingly derived from publicly displaying and sharing knowledge, skills, influence and popularity rather than pure wealth and power Consumers disclosing their intentions or whereabouts, either to each other or to companies in return for better offers and/ or service
Customers are telling us everything we need to know about what they are doing, what’s going right and what’s going wrong – and literally when they will be ready to make a purchase – it’s up to us to pay attention to those signals.There has been a swath of business books lately completely focused on re-defining how we approach the customer to make the sale Selling to the C-Suite - August 18, 2009 – Get the CEOs attention when he or she is talking to trusted advisors to get insight into their problem. So they aren’t searching for products or services, they are searching on problems and solutionsSNAP Selling - May 27, 2010 – Stay connected to your customer, stay relevant to their problem, keep it simpleSHiFT Selling - Jun 28, 2010 – Identify the trigger events in your customers’ life that drive them to buy24-Hour Customer - Aug 10, 2010 – Look for ways to insinuate yourself into your customer’s life (time slicing)How companies are watching customers and “reaching out at just the right time”In November 2010, Dutch airline KLM ran an experimental campaign called where it employed a "Surprise Team" to give passengers tailored, unexpected gifts at the airport.Combining with location-based game Foursquare, as soon as someone checked-in at a KLM Foursquare location within its network of airports the Surprise Team went online to find more background information about the person, decided upon a suitable gift and gave it them before they flew.
Customers sharing their activities Personal statusProfessional status and frustrationsEmmakin Emma Thomas @fetim Question for you - Why are Tescos refusing to do a same day refund - I have been waiting 9 days already? #complaintMarleyKD MarleyKD Avis Charles de Gaulle: doesn't try at all. They have my computer. Won't help get it back even if I pay all costs#consumer #complaintUNITED BREAKS GUITAR:The backstory: In 2008, the Canadian country music group Sons of Maxwell flew to Nebraska onUnited Airlines (UAUA). They watched in horror as the airline’s baggage handlers threw their expensive guitars into the cargo hold. Needless to say, the instruments were severely damaged.United dragged its feet in fixing them, so the group turned the experience into a song and humorous video.SLEEPING COMCAST GUY - A YouTube user named DoorFrame, who also runs a fan blog dedicated to the movie Snakes on a Plane, posted this gem. It shows a Comcast (CMCSA) technician on hold with his own company. Oh yeah, and he’s sleeping.et in fixing them, so the group turned the experience into a song and humorous video.
McKinsey Quarterly – May 2010
At some point they can afford your solution and now need to justify buying from you.Create RIPES content and alert reps when it gets accessedRisk avoidance, Image, Productivity, Expenses, Security
Get the attention of the right people and tell them what they want to hearWhat will they start seeing because they experienced a Trigger EventWhat made you buy from usCreate events and resourcesWebinars, worksheets, videos, white paperRemember they are not ready to be sold to yet!
How can we make it easier to become our customerWhat to collectWhat to tell themHelp them afford and justifyIncrease credibility & reduce the riskProvide delivery and payment optionsProvide links to digital assets that justify the purchase
Change in business ownership or ownership structureDigital assetsHow to sell your company for moreHow to buy out your business partner
WHY?Listen to customers right in the moment! Interact with Respondents/Fans/Followers. They want to share their opinion with you! Presents unique core of opportunities to market to themImpacts your brand reputationReal-time feedback = Real time Results = Real-Time Solutions & Sales Opportunities
Discover TextMarket research, eDiscovery & extraction of key insightsLarge & diverse enterprise data setsSocial media search and archival servicesPeer group and crowd sourced collaborationCredential-based, cross-organizational work groups
. In the same way that we’ve learned to communicate in 140 characters with Twitter, we will learn to survey using tools like MicroPoll for one-off polling that is quick, easy and cheap. Your audience is in learning and interactive mode on Facebook and Twitter and polls are ideal ways to get their input and gather market data at the same time. Start looking at research as a quantifiable conversation.- Free polling applications are everywhere! MicroPoll is my favorite. But also check out TwitPoll, and PollDaddyalso has a facebook application. Blogging platforms like WordPress also have polling plugins that you can use for your blog.
How to Use Trigger Events in Sales & Marketing To Get More Profitable Customers
Trends, Triggers, & ToolsHow to Use Trigger Events in Sales & Marketing toGET MORE PROFITABLE CUSTOMERS<br />Ivana Taylor Craig Elias Esther LaVielle<br />
Track Real-Time Chatter<br />WHY?<br />Real-time feedback = Real time Results = <br />Real-Time Solutions & Sales Opportunities<br />
Sort and Segment Comments<br /><ul><li>Analytics
Text Charts</li></li></ul><li>Tag Clouds<br />
http://discovertext.com<br />Index Social Media Text<br /><ul><li>Import & archive data from multiple sources
Put into a single, searchable, unified repository</li></li></ul><li>CrowdSource – IdeaScale.com<br />Allows your audience to brainstorm and you to harness their ideas<br />Available online &as a mobile app<br />IdeaScale.com<br />
Use Quick Engagement Polls<br /><ul><li>Similar to IdeaScale
Collect feedback and use results for content and product improvement
Embed poll anywhere!</li></li></ul><li>SurveySwipe & SurveyPocket<br />SAVE TREES! <br />Administer Field Surveys via iPad or other smart phone devices!<br />SurveyPocket: Offline iPad Applicationhttp://bit.ly/SurveyPocket<br />SurveySwipe: Build your own online mobile community and interact with them with a built-in incentive programhttp://bit.ly/SurveySwipe <br />
Webinar Exclusive!<br />First 25!<br />Double the length of an evaluation license<br />http://bit.ly/SurveyTrial<br />800.326.5570<br />All Attendees<br />Ask and you’ll get the Trigger Event survey template preprogrammed in your evaluation license to get started on finding your "silver bullet." <br />http://bit.ly/TriggerEventSurvey <br />