crafting the customer experience: how to market & sell to people
TRANSCRIPT
Crafting the Customer Experience: How to Market & Sell to
People Not Like You
Diversity Comes in Many Forms• Gender
• Religion
• Political views
• Age/Generation– Matures (seniors)– Boomers– Gen X– Gen Y
• Gay/Lesbian
• Physical abilities
• Rural / Metro
• Military/Civilian
Diversity Comes in Many Forms• Racial
– White, Black, Asian, Native American, Pacific Islander
• Ethnic/Linguistic– Hispanic, Indian, etc.
• Nativity– Foreign-born or U.S. born
• Lifestage– New moms/dads, retirees, college students, empty-nesters
• Lifestyle/Affluence– Working poor, middle class, wealthy
• Core values– Environmentalists, vegetarians, home schoolers
Understanding Someone Different from You Means Understanding
Their Life
Their prioritiesTheir values
The experiences that define themTheir perspective
Try This Exercise!• When asked to name how Kennedy died…
• Matures & Boomers– Gunshot in Dallas
• Gen X– Plane crash near Martha’s Vineyard
• Gen Y– “Kennedy who?”
Who is Ron Howard?
• Matures
• Boomers
• Gen X & Gen Y
10 Strategies for Marketing, Selling & Working with
People Not Like You
#1: Be Relevant• Identify what people want, then give it to them
• Example: Target vs. K-Mart
• Relevance: “Style on a budget”
• Benefit: value with dignity
Figure out Your FAB
• Features• Attributes• Benefits
FAB Example: My Car• Feature:
– Bluetooth technology
• Attribute:– Hands-free talking
• Benefit:– Safety
Strategy #2: Build Your Infrastructure
• Diversity efforts require examination of infrastructure
• Angelika theatre in Dallas:
#3: Recognize Different Needs / Values
Macy’s Products Differ by RegionSalt Lake City Atlanta
Burger King Adjusts Their Menu• New York – Bagels • Birmingham - Biscuits
Sometimes it’s Not What, But How
Selling to Women
Value expansive choices, seeing all options
Selling to Men
• Want choices simplified• The “magic number” is 3
Selling to Millennials• Millennials (18-35) want
to feel the brands and companies they choose are improving society
• Working with other bright, creative people
• Local business is king
#4: Foster a Culture of Empathy
Hire the Right Person, Not the Resume
• Many jobs are “teachable” jobs
• Don’t be afraid to recruit from “new ponds”
• Awesome people are awesome everywhere
Empathic Employees are Attuned to Subtleties
They’re Gracious…Always
• They see the person, not just a customer
They’re Not Defensive When Things Go Wrong
“We’ll take care of it”
#5: Relieve Pain
Different Customers Care About Different Things
• Women want security & great personal service
Men Hate Ironing• Omni Hotels learned that men hate ironing
• Their “Select Guest” program now offers free ironing of two garments
How Do You Know What the Pain Points Are?
Ask!Get Feedback from Associates
Associate Feedback
#6: Customize Products or Experiences
McDonald’s Experiments with Customization & Fresh Offerings
Customization Lifts Business– Ignites Passion
#7: Pay Attention to Trends
Social is everything
New Products Meet Demand for Connectivity
Trends, Not Fads….
Social Seating on Flights
#8: Show People As They Really Are
• People want to see the real real• Families are not “one size fits all”
Use Contemporary Imagery
• 40% of people 18-35 have four + tattoos
Tattoos + High Income Mix
#9: Keep It Short• Listicles: bite-sized portions, highly consumable• “info snacking”• Sharable
#10: Helping Beats Selling
“We don’t need information.We need advice.”
Your TurnTurn to your neighbor and discuss one
thing you learned here today that will help you in your role or working with people
and customers not like you
©2016 McDonald Marketing3700 Quebec Street
Suite 100-360Denver, CO 80207
214-880-1717, Fax 214-880-7596 [email protected]
All rights reserved. No part of this material may be reproduced
In any form without permission by the author.
For more information aboutconsumer trends and the customer experience, contact
Kelly McDonald at 214-880-1717 or [email protected]