Customers:How to Find, Sell, Wow and Keep Them
Laurie BanksPerry & Banks, Inc.
Susan DenchThe Muddy Dog Media
Sage Peterson Strategic Sales Advisors
A 360° View
Sales & Marketing
Presenters
Laurie Banks – President of Perry & Banks Integrated Sales & Marketing
Susan Dench – President of the Muddy Dog Media
Sage Peterson – President of Strategic Sales Advisors
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Today’s Savvy Buyer is:
• Informed
• Skeptical
• Wants to be Heard
• Self-Directed
• Looking for the “Best” Customer Experience
• Your New Brand Partner
Customer 2.0
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Today’s Savvy Seller is:
• A Trusted Advisor
– Solves the Problem
– Understands the Difference Between Client vs. Customer
– Long Term vs. One Sale
Business 2.0
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Best “Bang for the Buck”
• Path to Trusted Advisor Status– Valuable
– Relevant
– Actionable
• Don’t Sell. Tell.
• P.O.P.E.
Content is King
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Who is your Ideal Client
• Personas– Describe
– Discover
Define
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“No matter what or whom we’re talking about, from movies to chiropractors to books to financial planners,
the consumer hankers after specialization.”
Susan Friedmann, author of Riches in Niches
Why Invest Time & Effort in Client Personas?
• Organizational view of the client
• Understand clients’ specific needs and motivations
• Messaging that speaks directly to your clients
• Client retention is less expensive than client acquisition
• Get clients involved with the brand
• Forge and sustain a long-term, emotional connection
Define
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Developing Client Personas
• Talk with your clients and anyone involved in sales
• Form a few archetype personas finding commonalities
• Describe persona category
• Think about your products and match to each category
• Think about marketing messages
• Consider how your company can engage with each persona
• Make sure your client personas are updated
Define
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• Research– Primary– Secondary
• Ask the Right Questions
Find
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Learn More About Individuals
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Learn More About Companies
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Learn More About Industries
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FedStats.gov
Toolbar Resource
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Divide and Conquer
• Everybody is in Sales
Sell
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Greeter President/Owner
Warm-Up Sales Team
Closer Finance
Up – Sell President/Owner
Happy Customer
• Test Different Messages.
• Monitor Behavior and Actions.
• Listen. Don’t Always Talk at Them.
Sell
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The “Right” Customer
• Create quality content that your target market needs, attracting prospects into your sales funnel.
• Generate leads from sources you trust to deliver qualified prospects.
• Find and use keywords that will attract your target prospects. (ie tax returns vs. business advisory services)
Sell
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Ask for Referrals
• Set up an affiliate and partner program to get the word out.
• Ask your customers for referrals.
• Create a contest.
Sell
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The Art of
• Attract leads by playing up your positives.
• Differentiate yourself from the competition.
• Spend time building meaningful relationships.
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WOW
Don’t Rush through the Sale
• Education your prospects about the benefits you provide.
• Use social proof, such as case studies and testimonials, to demonstrate how you’ve made many others happy.
• Let them experience the benefits of your product or service through a free trial so they realize they can’t go another day without it.
• Set up an automatic email or direct mail series that will gradually lead your prospects through the sales cycle.
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WOW
Don’t Wait too Long to Follow-Up
• Systemize and automate your follow-up process.
• Be a trusted expert, not just another vendor.
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WOW
Customer Feedback Loops
• Start at the Front Line with Empowered Employees
• Engage– Social Media– Get Personal (Pick up the Phone. Visit)– Incitements
• Build A Relationship– Be Relevant– Be Flexible
Keep
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What are you doing to become a trusted advisor?
Keep
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Laurie BanksPerry & Banks, Inc.
Susan DenchThe Muddy Dog Media
Sage Peterson Strategic Sales Advisors
www.perrybanks.com [email protected]
http://www.linkedin.com/in/lauriebanks1
http://www.linkedin.com/pub/susan-dench/4/25b/347
http://www.linkedin.com/in/sagepeterson
Questions/Contact
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Thank you.
