What customers want: the changing buying journey and how to prepare for it
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KRISTIN ZHIVAGOREVENUE COACH
WHAT CUSTOMERS WANT:THE CHANGING BUYING JOURNEY
AND HOW TO PREPARE FOR IT
#Fusionmex May 2, 2012 Antwerp, @KristinZhivago 2
You are HERE
How can we:
Become customer-centric, convince C’s
Create (and manage) relevant content
Profit from industry shifts
Realize revenue from social media – and all marketing efforts
Get them to buy from us
#Fusionmex May 2, 2012 Antwerp, @KristinZhivago 3
We are HERE
Brilliant. Helpful. But…
#Fusionmex May 2, 2012 Antwerp, @KristinZhivago 4
They are HERE.Your specific customers.
#Fusionmex May 2, 2012 Antwerp, @KristinZhivago 5
Evolution
1. We sent them info2. They found info3. They found each
other
1
2
3
#Fusionmex May 2, 2012 Antwerp, @KristinZhivago 6
Before
#Fusionmex May 2, 2012 Antwerp, @KristinZhivago 7
After
#Fusionmex May 2, 2012 Antwerp, @KristinZhivago 8
BUYER TOOLS
#Fusionmex May 2, 2012 Antwerp, @KristinZhivago 9
The Customer Community
#Fusionmex May 2, 2012 Antwerp, @KristinZhivago 10
WHO NEEDS SALESPEOPLE?
#Fusionmex May 2, 2012 Antwerp, @KristinZhivago 11
NEW POSITION:BUYER SUPPORT
REP
#Fusionmex May 2, 2012 Antwerp, @KristinZhivago 12
WHAT DO BUYERS WANT FROM
SELLERS?
#Fusionmex May 2, 2012 Antwerp, @KristinZhivago 13
• Who are you? Specifically?
• What can you do that no one else can do?
• What have others thought of you?
• What’s going to happen to me after I buy?
HONEST ANSWERS
#Fusionmex May 2, 2012 Antwerp, @KristinZhivago 14
Honest answers
#Fusionmex May 2, 2012 Antwerp, @KristinZhivago 15
#Fusionmex May 2, 2012 Antwerp, @KristinZhivago 16
#Fusionmex May 2, 2012 Antwerp, @KristinZhivago 17
Why are honest answers so important
#Fusionmex May 2, 2012 Antwerp, @KristinZhivago 18
The Dreaded White Board Syndrome
An example of a “critical characteristic”
#Fusionmex May 2, 2012 Antwerp, @KristinZhivago 19
As BUYERS, you have experienced: Can’t find it
Copy doesn’t apply to you
Can’t find answers on sites, in stores
Shopping cart is broken Buyer’s remorse – company
doesn’t live up to its promises after the sale
#Fusionmex May 2, 2012 Antwerp, @KristinZhivago 20
Let’s say I am a home-based business with a wireless phone. I have come to Verizon.com to pay my bill.
What am I supposed to click on?
#Fusionmex May 2, 2012 Antwerp, @KristinZhivago 21
What if I just
want to buy a
watch?
#Fusionmex May 2, 2012 Antwerp, @KristinZhivago 22
#Fusionmex May 2, 2012 Antwerp, @KristinZhivago 23
#Fusionmex May 2, 2012 Antwerp, @KristinZhivago 24
#Fusionmex May 2, 2012 Antwerp, @KristinZhivago 25
Why is it so difficult for companies to become
Customer-Centric
#Fusionmex May 2, 2012 Antwerp, @KristinZhivago 26
Me Companies: No Customers Allowed
#Fusionmex May 2, 2012 Antwerp, @KristinZhivago 27
Misleading sources of dataSalespeople
3rd Parties
Surveys
Focus Groups
No one tells a salesperson what they’re really thinking when they’re being sold to; salespeople don’t think in trends
Doesn’t uncover perceptions of YOUR company and YOUR products and YOUR salespeople and YOUR customers.
Questions are based on assumptions about what they want and how they buy; you never uncover nuances
Dominators vs. wall flowers; dominator can change perceptions; participants withhold information; top influencers never attend
Social Media Situation-specific; doesn’t uncover the buying process and decision tradeoffs; can magnify less-important issues
Best source: Your own customers
#Fusionmex May 2, 2012 Antwerp, @KristinZhivago 28
There IS hope
#Fusionmex May 2, 2012 Antwerp, @KristinZhivago 29
What Customers Have Taught Me
You can reverse-engineer
your current sales,
to create new sales in quantity.
Your current customers will teach you
how to sell to new customers,
if you ask them the right questions
in the right way,
then act on what they tell you.
You can stop guessing.
#Fusionmex May 2, 2012 Antwerp, @KristinZhivago 30
The “buyer’s journey” They ask certain questions in a certain order.
They have a buying process
If you map it out – you will be able to support them at every step
They will buy if you answer their questions, at every step
If you guess, you will lose
#Fusionmex May 2, 2012 Antwerp, @KristinZhivago 31
The Buying Process Scrutiny Spectrum
Light Scrutiny
See it
MediumScrutiny
See it
Buy it
Ask ????
Buy it
HeavyScrutiny
See itAsk ??????
InvolveOthers
InvolveSales
SignContract
IntenseScrutiny
See itAsk
??????????
TestDrive
SignContract
GetMarried
TestDrive
InvolveOthers
InvolveSales
Where are you on the spectrum?
#Fusionmex May 2, 2012 Antwerp, @KristinZhivago 32
Customer-Centric Leadership
You can bring the customer into the organization
You can know what they want from your company and products, specifically
You can start making it easier for them to find you, like what they see, and buy from you
You can bring in more revenue using what you’ve learned here – and from them.
#Fusionmex May 2, 2012 Antwerp, @KristinZhivago 33
My autistic brother, Michael,about to give me a “Big Hug.” This is how we should be approaching our customers.
Welcomig. Loving. Caring.
#Fusionmex May 2, 2012 Antwerp, @KristinZhivago 34
Kristin Zhivago
Zhivago Management Partners, Inc.
401-423-2400
kristin@zhivago.com
Blog: RevenueJournal.com
Site: Zhivago.com
Twitter: @KristinZhivago
LinkedIn: KristinZhivago
Book: RoadmapToRevenue.com
Book Excerpts:
Buying Process Map Guidance – Light, Medium, Heavy, and Intense RoadmapToRevenue.com/Resources
Thank you
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