Marketing: Red PIll; Blue Pill
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Choose which strategy you will use to win the mind and wallet share of your clients. Originally presented at Xchange 2014 San Antonio, TX
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Marketing: Red PIll; Blue Pill
- 1. www.xchange-events/xch14 #xch14@TheChannelCo Red Pill Blue Pill Which pill will you choose to win the mind and wallet share of your clients?
- 5. www.xchange-events/xch14 #xch14@TheChannelCo What’s happening? – Educated Buyer – IT guys moving in on the Telecom sale – Capx to Opex – Try it before you buy it – Social Engagements to Learn – Real Time to Engage – Demand for Relevancy – Perception is Reality
- 6. www.xchange-events/xch14 #xch14@TheChannelCo What the heck? Do I have a problem? How can I do it better? I heard that product “X” can do “y”. I think I need to make a change. Price? Solutions? Vendor? Which vendor can deliver? Can I trust them? • Telemarketing • Cold Calls • Prospecting • Referrals • 1st Appointment • 2nd Appointment • Proposal • Demo • Trial • Collateral • Case Studies • Testimonials • Webinars • Product PDFs • Competitor Comparisons • Offer/Download • Blog/Social Media • Web/SEO • Events • Awareness Campaigns60%
- 7. www.xchange-events/xch14 #xch14@TheChannelCo Buyer’s Journey AWARENESS CONSIDERATION DECISION BUYING DECISION • Reading • Researching • Downloading • Guides • eBooks • How-to’s • Checklist • Blogs • Learning • Education • Problem Solving • Collateral • Case Studies • Seminars • Fact Sheets • Comparing • Evaluating • Competitor Comparison • Prior Jobs • Reports
- 9. www.xchange-events/xch14 #xch14@TheChannelCo Role of Marketing
- 10. www.xchange-events/xch14 #xch14@TheChannelCo Laws of Attraction
- 11. www.xchange-events/xch14 #xch14@TheChannelCo 1. Be Attractive 2. Be Found 3. Be Generous 4. Be Social 5. Be Visible Becoming Attractive
- 12. www.xchange-events/xch14 #xch14@TheChannelCo You have a choice to make.
- 13. www.xchange-events/xch14 #xch14@TheChannelCo Email: ginger@4-profit.com Get help: 4-Profit.com Free Attraction Guide Offer
Notes de l'éditeur
- There a power shift away from NEEDING the sales person to being able to educate
- What the heck?
- The Sales Funnel The Sales Funnel consists of three levels – a top, middle and bottom. Top of the Funnel is designed to create awareness around a problem and align the problem with business issues that drive urgency. Goals: Create awareness of a business problem. Offer insights and options for solving that problem. Middle of the Funnel helps buyers identify needs in solving their problem. Middle of the funnel activities align solutions with a specific set of business needs so that buyers feel confident in considering your products and services to solve their business problem. Goals: Attract prospective buyers and entice them into leaving their contact details with you. This is the process of converting a visitor to a potential lead. Bottom of the Funnel moves a buyer from the consideration stage to the decision stage of the Buyer’s Journey. Buyers in the bottom of the funnel are considering your solution and are evaluating a buying decision. Unlike the other two stages of the funnel, marketing plays an ancillary role to sales in helping the sales person close the deal. Goals: Arm the Sales Team with tools, guides, and presentations to close the sale.
- Morpheus: This is your last chance. After this, there is no turning back. You take the blue pill - the story ends, you wake up in your bed and believe whatever you want to believe. You take the red pill - you stay in Wonderland and I show you how deep the rabbit-hole goes. Some of you might be thinking that I am talking about drugs and that would be a much more exciting presentation down the hall… The way we interact, connect and tell our story in the world of B2B is not the same game we played, five, three or even 24 months ago. A cultural shift is taking place that has impacted the way your customers find you, buy and continue to "consume" your services. I often compare these changes to the matrix because there is a game the manufacturers and distributors want you to play, and then there is a new game the customer expects you play to win their mind and wallet share. To grow your business, must decide if you will take the blue pill or the red pill.
- “Laws of Attraction” is a catch phrase used when discussing the perceived nature of bodies that have a tendency to attract The laws of attraction evolved from the laws of affinity 1st Law of Affinity states: “likes tend toward likes”, e.g. earth attracts other earth; water attracts water, etc. Like attracts Like How many times have you made a purchase when you did not set out to buy? It happens all the time. We are buyers. We are looking for the next/best solution to fix a problem or make our jobs more efficient. Your customers are the same. To be found, you must be attractive. TO BE ATTRACTIVE, YOUR CUSTOMERS HAVE TO FEEL THAT YOU GET THEM; YOU ARE LIKE THEM!
- 5 Steps for Attracting “Shoppers” to You Be Attractive: Implement marketing tactics to “pull” shoppers/strangers to your brand. Define Customer Persona (360° view of your client) List Customer Pain Points—“Be like or relate to them” Establish Key Differentiators Define Ideal Client Target(s) Be Found: Determine which keywords your customers use to find you. What triggers are going to convert a “visitor” to a lead? When they find you, what do you have to offer? (CTA) How do you capture their credentials? Be Generous: Share your knowledge to help shoppers make good buying decisions. Provide loads of thought leadership to help buyers make “good-fit” decisions: Buyer’s Guides Analyst Reports, eBook, Reports or White Paper Downloads Checklists Blogs on topics that address “customer pain” Be Social: Talk to others. Talk to the “Customer Persona” you create Plan ahead with a weekly “Social Engagement Calendar” Choose at least 2 Social Media Sites and own them Deliver (pop-corn sized) conversations around best practices Be Visible: Be seen and known. Visibility Audit: Conduct an audit to determine where your top 2-vertical clients attend shows, read information and look for answers Build an Event Calendar. If you don’t plan it, it won’t happen.
- For many of you: This is your last chance. After this, there is no turning back. You take the blue pill - the story ends, you wake up in your bed and believe whatever you want to believe. You take the red pill - you stay in Wonderland and I show you how deep the rabbit-hole goes. The new game requires you to care, listen, connect and engage. President Kennedy said, "We chose to go to the moon...not because it was easy, but because it was hard." Anything worth achieving takes intense effort. Sticky, loyal and recurring client business can only be achieved through connected, human, social relationships. Which pill will you take to grow your business?
- Complimentary “Attraction Guide”. Visit…