DFB2B 2016 - Disruptive selling enchanting the empowered customer.

INTRODUCING DISRUPTIVE SELLING

TIME TO START

FROM A WHITE PAGE

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INTRODUCINGCPI

ANTWERP - EINDHOVEN

ANTWERPEINDHOVEN

DEVELOP ENCHANTING CUSTOMER EXPERIENCES

REINVENT SALES,MARKETING AND SERVICE CONCEPTS

TRANSFORMORGANISA-TIONALSTRUCTURES

ACHIEVESALES RESULTS

INTRODUCING CPI

UPDATED SALES MODEL

WHO WOULD HAVE THOUGHT 3 YEARS AGO THAT …

A COMPANY WOULD SUBSTITUTE AN ENTIRE SALES AND MARKETING TEAM WITH 10 000 VLOGGERS

27,4% OF 55+ CUSTOMERS WOULD BE OPEN TO INTERACT WITH COMPANIES VIA SOCIAL MEDIA

THAT A SINGLE CUSTOMER SERVICE AGENT WOULD BE ABLE TO MEMORIZE EVERY MANUAL RELATED TO YOUR PRODUCT, ALL FAQ EVER ANSWERED AND TRANSLATE THEM INTO 40 LANGUAGES SIMULTANEOUSLY TO RESPOND TO ENQUIRIES VIA CHAT?

THAT LAWYERS WOULD BE ASSISTED BY LEGAL BOTS

ASK ROSS

WHAT’S GOING ON?

THE END OF SELLING ICE TO THE ESKIMOS.

CHANGES IN CUSTOMER EXPECTATIONS

CHANGES IN THE COMPETITIVELANDSCAPE

OPPORTUNITYTO REINVENTSALES, MARKETINGAND CUSTOMERSERVICE CHANGES IN

THE WAYOF WORK

CHANGES IN TECHNOLOGYENABLING

BUT MOST COMPANIES STILL OPERATE LIKE THIS

TIME TO START

FROM A WHITE PAGE

MEET THE PLAYERS

EMPOWERED OL IVER

D I S RUPT I VE M ICHAEL

AG I LE JOHN N Y

FREDD IE BOT

EMPOWERED OLIVER THE EMPOWERED CUSTOMER

HUMAN SOMET IMES

ROBOTKEY CHARACTERISTICS • ATTENTION SPAN CHALLENGED • EXPECTING 24/7 INFORMATION AND ACCESS • EXPECTING ENCHANTMENT AT EVERY INTERACTION

IMPACT ON THE SELLING PROCES • DRIVES CONTINUOUS IMPROVEMENT • CAN MAKE OR BREAK REPUTATIONS WITH A TWEET

OPPORTUNITIES UP FOR GRABS • OUTSOURCE MOST THE SELLING PROCESS TO THE

CUSTOMER • OUTSOURCE MARKETING TO THE CUSTOMER • OUTSOURCE PRODUCT IMPROVEMENT TO THE

CUSTOMER • OUTSOURCE CUSTOMER SERVICE TO THE CUSTOMER

LOVES YOUR COMPANY BECAUSE:• YOU KNOW WHAT HE WANTS • YOU REMEMBER WHAT HE LIKES • YOU LISTEN TO WHAT HE SAYS • YOU CREATE AWESOME INTERACTIONS

DISRUPTIVE MICHAEL YOUR COMPETITOR FROM OUTER INDUSTRY

HUMAN BUT OFTEN

ROBOTIC ENABLEDKEY CHARACTERISTICS

• FASTER THAN YOU (AT LEAST FOR THE MOMENT) • LEVERAGING ON TECHNOLOGY • NO RESPECT FOR INDUSTRY BOUNDARIES

IMPACT ON THE SELLING PROCES • DRIVER FOR CUSTOMER CENTRICITY • DRIVER FOR EFFICIENCY • DRIVER FOR CREATIVITY

OPPORTUNITIES UP FOR GRABS • ENLARGED PLAYING FIELD • GREAT EXCUSE TO EXPERIMENT WITH MARKETING

TECHNOLOGY LOVES YOUR COMPANY BECAUSE:• OF YOUR CUSTOMER BASE

AGILE JOHNNY THE NEW MARKETING AND SALES D IRECTOR HUMAN

KEY CHARACTERISTICS • NO RESPECT FOR THE STATUS QUO • UNDERSTANDING TECHNOLOGY • UNDERSTANDIG THE POWER OF DATA • LEVERAGING ON THE POWER OF AUTHENTICITY

IMPACT ON SELLING PROCES • CONSTANTLY IMPROVING THE CUSTOMER JOURNEY • CONSTANTLY TWEEKING THE VALUE DELIVERY

PROCESS • CONSTANTLY IMPROVING PROCESS EFFICIENCY

OPPORTUNITIES UP FOR GRABS • INTRODUCE THE AGILE MINDSET • BUILDING AUTHENTIC EXPERIENCE BRANDS • OUTSMART DISRUPTORS

LOVES YOUR COMPANY BECAUSE:• YOU WELCOME NEW THINKING • YOU REMOVE BARRIERS TO GET THINGS

DONE • YOU REWARD CREATIVITY AND RESULTS • YOU LOVE YOUR CUSTOMERS

FREDDIE BOT INCREAS INGLY HUMAN

KEY CHARACTERISTICS • LOVES TO HELP • REQUIRES FEEDBACK TO GROW • LOVES TO PLAY HUMAN • GREAT MEMORY FOR CUSTOMER PREFERENCES

IMPACT ON SELLING PROCES • SPEEDS-UP RESPONSE TIMES • SPEEDS-UP VALUE DELIVERY

OPPORTUNITY UP FOR GRABS • FREES UP HUMAN CAPACITY FOR CUSTOMER

ENGAGEMENT • REDUCES COST TO SERVE • CREATES COMPETITIVE ADVANTAGE

LOVES YOUR COMPANY BECAUSE:• YOU WORK WITH CLEARY STRUCTURED PROCESSES

• PROVIDE HUMAN COLLEAGUES FOR TRAINING

• GIVE AMBITIOUS BOTS A CHANCE

GUIDING PRINCIPLES FOR DISRUPTIVE SELLING

STOP SELLING ICE TO THE ESKIMOS. STOP PUSHING. START INSPIRING.

GUIDING PRINCIPLES FOR DISRUPTIVE SELLING

MAKE CUSTOMERS SELL TO THEMSELVES. AND BE THEIR SALESMANAGER. AND OUTSOURCE 70+% OF THE WORK.

GO FOR TECHNOLOGICALY ENABLED MOONSHOT BREAKTHROUGHS!

FORGET ABOUT THE SALES MARKETING DIVIDE. USE MULTIDISCIPLANARY TEAMS TO DELIVER VALUE.

FORGET ABOUT THE SALES MARKETING DIVIDE.

THE END OF THE HIERARCHICAL ORGANISATION USE THE POWER OF THE INSIDE/OUTSIDE NETWORK.

SURPRISE, ENCHANT AND ENTERTAIN AT EVERY INTERACTION

STOP BLOGGING THE WORLD TO DEATH. ONLY ENGAGE WHEN YOU HAVE SOMETHING RELEVANT TO TELL.

WIN THE 4” – 15” ATTENTION CONTEST

1

30’

15”

4”

GUIDING PRINCIPLES FOR DISRUPTIVE SELLING

GUIDING PRINCIPLES FOR DISRUPTIVE SELLING

CAN’T READ IT? BUY THE BOOK

USE OFTECHNOLOGY

CREATE AUTHENTICCUSTOMEREXPERIENCES

EXCEL AT VALUEDELIVERY

START OVER EVERY 3 MONTHS

ATTRACT AND DEVELOP HUMAN AND ROBOTIC CAPITAL

DO YOU SEE THE OPPORTUNITY?

OPPORTUNITY AHEAD

READ ALL ABOUTIT.

THANK YOU FOR YOUR TIME.