NAAEduConf June 15-18 ☻ Moscone Convention Center ☻ San Francisco #NAAEduConf June 15-18, 2016 Moscone Convention Center San Francisco How the Zero Moment of Truth Requires Us to Change Sales Donald Davidoff, President, D2 Demand Solutions Jason Whittington, VP Business Solutions, Gene B. Glick Company Joanne Chapman-Reps, Owner, Effective Leadership Solutions, LLC
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How the Zero Moment of Truth Requires Us to June 15-18, 2016 Moscone Convention Center ... · 2017-01-17 · June 15-18, 2016 Moscone Convention Center San Francisco How the Zero
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#NAAEduConf
June 15-18 ☻ Moscone Convention Center ☻ San Francisco
#NAAEduConf
June 15-18, 2016
Moscone Convention Center
San Francisco
How the Zero Moment of Truth Requires Us to Change Sales
Donald Davidoff, President, D2 Demand Solutions
Jason Whittington, VP Business Solutions, Gene B. Glick Company
June 15-18 ☻ Moscone Convention Center ☻ San Francisco
SECOND
MOMENT OF
TRUTH
(Experience)
STIMULUS
FIRST
MOMENT OF
TRUTH
(Purchase)
Buying: In the Past
#NAAEduConf
June 15-18 ☻ Moscone Convention Center ☻ San Francisco
FIRST
MOMENT
OF TRUTH
(Purchase)
SECOND
MOMENT
OF TRUTH
(Experience)
STIMULUS
ZERO MOMENT
OF TRUTH
(Before Ready
to Purchase)
Buying: Today
#NAAEduConf
June 15-18 ☻ Moscone Convention Center ☻ San Francisco
“To Sell Is Human” DANIEL H. PINK
Authenticity
The ‘Old’ ABCs of selling were “Always be Closing”.. the ‘New ABCs’ are Attunement, Buoyancy, Clarity
“Anytime you're tempted to upsellsomeone else, stop what you're doing and upserve instead.”
“To sell well is to convince someone else to part with resources—not to deprive that person, but to leave him better off in the end.”
#NAAEduConf
June 15-18 ☻ Moscone Convention Center ☻ San Francisco
“Relationship Selling” Doesn’t Work
Source: CEB, CEB Sales Leadership Council, 2011 as reported in The Challenger Sale by Matthew Dixon and Brent Adamson
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June 15-18 ☻ Moscone Convention Center ☻ San Francisco
Shopping Styles
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June 15-18 ☻ Moscone Convention Center ☻ San Francisco
The Prospect Journey
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June 15-18 ☻ Moscone Convention Center ☻ San Francisco
Sales Approaches: Before and After
TRADITIONAL
PROCESS CENTERED APPROACH
MANAGEMENT
COMPANY
FIRST
CONTACT
TOUR
QUOTE
SIGN
INITIAL LEAD
MOVE-IN
PROSPECT CENTERED APPROACH
PROSPECT
DISCOVERY
IMPLEMENT-
ATION
ADVOCACY
INQUIRY
#NAAEduConf
June 15-18 ☻ Moscone Convention Center ☻ San Francisco
A Behavioral Ecosystem
Flexible and
customizable
delivery models for
blended learning
Learn by doing
Pre and post
activities for
stickiness
Integrated
with other key
processes (e.g. recruiting,
onboarding,
rewards…)
High Impact
Behavioral Change
Equip leaders
to model
and coach
Measurement and
follow up
#NAAEduConf
June 15-18 ☻ Moscone Convention Center ☻ San Francisco
Results“I feel like I can finally be myself!”
- Leasing Associate
“Not only will I be able to deliver a better experience for prospects by truly listening and identifying their needs, but I will also be able to be more successful personally because they are going to rent more apartments from me!”
- Leasing Associate
We are fortunate to have a sales program centered around truly serving the prospect which complements our company and focuses oncustomer service for our residents, vendors and employees.”
- Regional Manager
“With [our new sales program], our team is building the relationship with the guest, learning about their situation, what they are wanting, what they don’t want and really what’s important to them in how they live their everyday lives. We are able to have more meaningful conversations that ultimately are impactful in the decisions we make to improve our communities and how they are experienced by those who will live here/there.”
- Regional Manager
“The combination of how the community looks, the amenities, the spacious apartments, and the way the leasing agent really listened to what my family and I needed and then showed us the perfect apartment.”
- Prospect survey response
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June 15-18 ☻ Moscone Convention Center ☻ San Francisco
Results
Source: Glick data from internal Yardi; Market data from www.census.gov
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June 15-18 ☻ Moscone Convention Center ☻ San Francisco