5 keys to creating customers
DESCRIPTION
Shake your prospects out of their complacency. Disrupt their status quo by challenging their thinking. Leverage social media to engage the conversation. Incubate your community and be ready to start the person-to-person sales process when they are ready. Remember: "Eighty percent of success is showing up."- Woody AllenTRANSCRIPT
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What are you selling ?
Question #1
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You are selling a …
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What do your customers want from you today ?
Question #2
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Customers want a …
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What are your customer's key
challenges today ?
Question #3
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Customer Challenge #1
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www.flickr.com/photos/12023825@N04/2898021822
Coping strategies
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Your job is to …www.flickr.com/photos/77485110@N00/2431582475
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Guide them to the right solution
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“Customers are completing
57% of a buying cycle before
ever coming into contact with
a sales rep.”
- A CEB study of more than 1,400 B2B customers
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More reactive
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More agile
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Business Transformation
Operational Excellence
Value
Cost
Price
Executive
Management
Operations
OrganisationThinking Time Horizon Drivers of change
BusinessDrivers
OperationalNeeds
Growth at 3 Time Horizons
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www.flickr.com/photos/winemegup/3641912321
Get it right
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Get it wrong
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Marketing Leadership = Thought Leadership1
Social Engagement = Creating conversations2
Moving People out of ‘Status Quo’ 3
Sales Success = Being Recommended4
Accelerating Growth = Accelerating Change5
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Marketing Leadership =
Thought Leadership
• Blog
• Social media
• Provoke
• Disrupt
• Challenge the status quo
• Create content
• Curate content
Question: How do you demonstrate Thought Leadership?
Question: How do you engage your tribe?
Answer: Create and share relevant content with your tribe
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Create content
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Curate content
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www.flickr.com/photos/camdiluv/5788194542
Capture their imaginations
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Marketing Leadership = Thought Leadership1
Social Engagement = Creating conversations2
Moving People out of ‘Status Quo’ 3
Sales Success = Being Recommended4
Accelerating Growth = Accelerating Change5
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Engaging Conversation
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Audience 2
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Create a community of followers
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Marketing Leadership = Thought Leadership1
Social Engagement = Creating conversations2
Moving People out of ‘Status Quo’ 3
Sales Success = Being Recommended4
Accelerating Growth = Accelerating Change5
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Moving people out of ‘Status
Quo’
Source: www.corportevisions.com
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3 Questions that you must be
able to answer
“Why Change?”Quantify the Pain1
“Why Us?” Justify the Business Benefit2
“Why Now?” Justify the Financial Gain3
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Marketing = Sales of
tomorrow
Source: www.corportevisions.com
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Marketing Leadership = Thought Leadership1
Social Engagement = Creating conversations2
Moving People out of ‘Status Quo’ 3
Sales Success = Being Recommended4
Accelerating Growth = Accelerating Change5
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The Sales Cycle
Prospection Qualification Proposal CloseNegotiation
Time
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P CRx SALES=
P = Number of prospects
CR = Conversion Ratio
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P CRx SALES=
10 33% (Typically 25%-50%)
Example 1
S = 3
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P CRx SALES=
10 40%
Example 2
S = 4*Requires considerable effort. Not easily sustainable
*
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P CRx SALES=
33%
Example 3
S = 6*Requires less effort. Is sustainable
20 *
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Typical Conversion Rates
1. Cold calling:
2. External Recommendation:
3. Internal Recommendation:
44%10 X Cold calling
(Between 1-5%) 4%
88%20 X Cold calling
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Create a community of fans
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Marketing Leadership = Thought Leadership1
Social Engagement = Creating conversations2
Moving People out of ‘Status Quo’ 3
Sales Success = Being Recommended4
Accelerating Growth = Accelerating Change5
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You can’t teach an old dog new tricks
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Your mindset is your ultimate
competitive advantage
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Organisationalalignment is key to your sustainable
performance
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Sustainable Success = Managing
Accelerators and Barriers to
Growth (Prospecting)
www.flickr.com/photos/good_day/38181398
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“Eighty percentof success isshowing up.”
- Woody Allen
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Get it right
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David R Ednie
President & CEO
SalesChannel Europe
Ph: +33 676 60 09 25 (FRA)
Email: [email protected]
Website: www.saleschannel-europe.comwww.flickr.com/photos/horacio/3781750