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Identify Different Start Points

How to identify your audience's awareness to create a more targeted pitch

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Identify Different Start Points

  1. 1. The Path to Persuasion: Finding your audience’s Starting Point
  2. 2. Awareness of your solu.on Need for your solu.on
  3. 3. Awareness of your solu.on Need for your solu.on “Puppies and rainbows” Not aware of problems
  4. 4. Awareness of your solu.on Need for your solu.on Living with the pain Not aware of problems Problem Aware
  5. 5. Awareness of your solu.on Need for your solu.on Seeking Solutions “Need help. What’s available?” Not aware of problems Problem Aware
  6. 6. Awareness of your solu.on Need for your solu.on Seeking Solutions Low awareness Not aware of problems Problem Aware
  7. 7. Awareness of your solu.on Need for your solu.on Seeking Solutions “These look good” Option(s) ID’d Not aware of problems Problem Aware
  8. 8. Awareness of your solu.on Need for your solu.on Seeking Solutions Option(s) ID’d Possibly aware of you Looking for the right fit Not aware of problems Problem Aware
  9. 9. Awareness of your solu.on Need for your solu.on Seeking Solutions Option(s) ID’d YOUR solution “You look like a GOOD op.on” Not aware of problems Problem Aware
  10. 10. Perfect fit Awareness of your solu.on Need for your solu.on Seeking Solutions YOUR solution “Let’s do it” Option(s) ID’d Not aware of problems Problem Aware
  11. 11. Perfect fit Awareness of your solu.on Need for your solu.on Seeking Solutions YOUR solution Option(s) ID’d Aware your solu.on solves their need Not aware of problems Problem Aware
  12. 12. Perfect fit Awareness of your solu.on Need for your solu.on Seeking Solutions YOUR solution Option(s) ID’d Doesn’t see a need for your solu.on Not aware of problems Problem Aware
  13. 13. Perfect fit Awareness of your solu.on Need for your solu.on Seeking Solutions YOUR solution Option(s) ID’d Could have interest in your solu.on Not aware of problems Problem Aware
  14. 14. Perfect fit Awareness of your solu.on Need for your solu.on Seeking Solutions YOUR solution Option(s) ID’d Your solu.on is a fit for their problem Not aware of problems Problem Aware
  15. 15. Perfect fit Awareness of your solu.on Need for your solu.on Problem Aware Seeking Solutions YOUR solution Option(s) ID’d Not aware of problems
  16. 16. Let’s look at Start points Side by side
  17. 17. Perfect fit Awareness of your solu.on Need for your solu.on Problem Aware Seeking Solutions YOUR solution Not aware of problems For this example, I’ll use these 5 awareness points
  18. 18. You Have call center service software
  19. 19. You Have call center service software You offer very affordable analytics for small companies that need analytics like big companies, but can’t afford the big company prices
  20. 20. Here’s what your audience looks like by starting point
  21. 21. Small service center They just started up and won their first few clients. They use spreadsheets for analysis and it works! They’ve been recognized for their hands on approach. They’re really excited about their growth. Things are great.
  22. 22. Small service center They just started up and won their first few clients. They use spreadsheets for analysis and it works! They’ve been recognized for their hands on approach. They’re really excited about their growth. Things are great. Not aware of problems
  23. 23. Small service center They’re about to grow really rapidly with new clients. They aren’t in the market for software. They like their spreadsheets. They’re worried about how to grow fast and maintain service. They’re going to have to hire a lot of people really quickly, including new analysts Small service center They just started up and won their first few clients. They use spreadsheets for analysis and it works! They’ve been recognized for their hands on approach. They’re really excited about their growth. Things are great.
  24. 24. Small service center They’re about to grow really rapidly with new clients. They aren’t in the market for software. They like their spreadsheets. They’re worried about how to grow fast and maintain service. They’re going to have to hire a lot of people really quickly, including new analysts Small service center They just started up and won their first few clients. They use spreadsheets for analysis and it works! They’ve been recognized for their hands on approach. They’re really excited about their growth. Things are great. Problem Aware
  25. 25. Regional service center They are in the market for analytics software and sent RFQ’s to some of the larger analytics companies. Their growth strategy is to double in size, and they need to scale up affordably. If they don’t scale up, they will be off track for revenue targets. Small service center They just started up and won their first few clients. They use spreadsheets for analysis and it works! They’ve been recognized for their hands on approach. They’re really excited about their growth. Things are great. Small service center They’re about to grow really rapidly with new clients. They aren’t in the market for software. They like their spreadsheets. They’re worried about how to grow fast and maintain service. They’re going to have to hire a lot of people really quickly, including new analysts
  26. 26. Regional service center They are in the market for analytics software and sent RFQ’s to some of the larger analytics companies. Their growth strategy is to double in size, and they need to scale up affordably. If they don’t scale up, they will be off track for revenue targets. Small service center They just started up and won their first few clients. They use spreadsheets for analysis and it works! They’ve been recognized for their hands on approach. They’re really excited about their growth. Things are great. Small service center They’re about to grow really rapidly with new clients. They aren’t in the market for software.They like their spreadsheets. They’re worried about how to grow fast and maintain service. They’re going to have to hire a lot of people really quickly, including new analysts Seeking Solutions
  27. 27. Regional service center They are in the market for analytics software. They found you through an email campaign you launched a couple of weeks ago. They’ve seen your website, and asked to set up a meeting. Regional service center They are in the market for analytics software and sent RFQ’s to some of the larger analytics companies. Their growth strategy is to double in size, and they need to scale up affordably. If they don’t scale up, they will be off track for revenue targets. Small service center They just started up and won their first few clients. They use spreadsheets for analysis and it works! They’ve been recognized for their hands on approach. They’re really excited about their growth. Things are great. Small service center They’re about to grow really rapidly with new clients. They aren’t in the market for software.They like their spreadsheets. They’re worried about how to grow fast and maintain service. They’re going to have to hire a lot of people really quickly, including new analysts
  28. 28. Regional service center They are in the market for analytics software. They found you through an email campaign you launched a couple of weeks ago. They’ve seen your website, and asked to set up a meeting. Regional service center They are in the market for analytics software and sent RFQ’s to some of the larger analytics companies. Their growth strategy is to double in size, and they need to scale up affordably. If they don’t scale up, they will be off track for revenue targets. Small service center They just started up and won their first few clients. They use spreadsheets for analysis and it works! They’ve been recognized for their hands on approach. They’re really excited about their growth. Things are great. Small service center They’re about to grow really rapidly with new clients. They aren’t in the market for software.They like their spreadsheets. They’re worried about how to grow fast and maintain service. They’re going to have to hire a lot of people really quickly, including new analysts Interested in YOUR solution
  29. 29. Regional service center They’ve met with you several times now and you feel they’re ready to push the button. They asked about a couple of other software solutions that are more generic. Your solution is just for the service center industry and your executives all have service center experience. Regional service center They are in the market for analytics software. They found you through an email campaign you launched a couple of weeks ago. They’ve seen your website, and asked to set up a meeting. Regional service center They are in the market for analytics software and sent RFQ’s to some of the larger analytics companies. Their growth strategy is to double in size, and they need to scale up affordably. If they don’t scale up, they will be off track for revenue targets. Small service center They just started up and won their first few clients. They’ve been recognized for their hands on approach. They’re really excited about their growth. Things are great Small service center They’re about to grow really rapidly with new clients. They aren’t in the market for software.They like their spreadsheets. They’re worried about how to grow fast and maintain service. They’re going to have to hire a lot of people really quickly, including new analysts
  30. 30. Regional service center They’ve met with you several times now and you feel they’re ready to push the button. They asked about a couple of other software solutions that are more generic. Your solution is just for the service center industry and your executives all have service center experience. Regional service center They are in the market for analytics software and sent RFQ’s to some of the larger analytics companies. Their growth strategy is to double in size, and they need to scale up affordably. If they don’t scale up, they will be off track for revenue targets. Small service center They just started up and won their first few clients. They’ve been recognized for their hands on approach. They’re really excited about their growth. Things are great Small service center They’re about to grow really rapidly with new clients. They aren’t in the market for software.They like their spreadsheets. They’re worried about how to grow fast and maintain service. They’re going to have to hire a lot of people really quickly, including new analysts You’re the Perfect fit Ready to start
  31. 31. Regional service center They’ve met with you several times now and you feel they’re ready to push the button. They asked about a couple of other software solutions that are more generic. Your solution is just for the service center industry and your executives all have service center experience. Regional service center They are in the market for analytics software. They found you through an email campaign you launched a couple of weeks ago. They’ve seen your website, and asked to set up a meeting. Regional service center They are in the market for analytics software and sent RFQ’s to some of the larger analytics companies. Their growth strategy is to double in size, and they need to scale up affordably. If they don’t scale up, they will be off track for revenue targets. Small service center They just started up and won their first few clients. They use spreadsheets for analysis and it works! They’ve been recognized for their hands on approach. They’re really excited about their growth. Things are great. Small service center They’re about to grow really rapidly with new clients. They aren’t in the market for software. They like their spreadsheets. They’re worried about how to grow fast and maintain service. They’re going to have to hire a lot of people really quickly, including new analysts
  32. 32. Small service center They’re about to grow really rapidly with new clients. They aren’t in the market for software.They like their spreadsheets. They’re worried about how to grow fast and maintain service. They’re going to have to hire a lot of people really quickly, including new analysts Small service center They just started up and won their first few clients. They’ve been recognized for their hands on approach. They’re really excited about their growth. Things are great Regional service center They’ve met with you several times now and you feel they’re ready to push the button. They asked about a couple of other software solutions that are more generic. Your solution is just for the service center industry and your executives all have service center experience. Regional service center They are in the market for analytics software. They found you through an email campaign you launched a couple of weeks ago. They’ve seen your website, and asked to set up a meeting. Regional service center They are in the market for analytics software and sent RFQ’s to some of the larger analytics companies. Their growth strategy is to double in size, and they need to scale up affordably. If they don’t scale up, they will be off track for revenue targets. You’re the Perfect fit Problem Aware Interested in YOUR solution Seeking Solutions Not aware of problems
  33. 33. Regional service center They’ve met with you several times now and you feel they’re ready to push the button. They asked about a couple of other software solutions that are more generic. Your solution is just for the service center industry and your executives all have service center experience. Regional service center They are in the market for analytics software. They found you through an email campaign you launched a couple of weeks ago. They’ve seen your website, and asked to set up a meeting. Regional service center They are in the market for analytics software and sent RFQ’s to some of the larger analytics companies. Their growth strategy is to double in size, and they need to scale up affordably. If they don’t scale up, they will be off track for revenue targets. Small service center They’re winning new clients and excited about their growth. They aren’t in the market for software. They are happy with spreadsheets, and why change? Small service center They just started up and won their first few clients. They’ve been recognized for their hands on approach. They’re really excited about their growth. Things are great

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How to identify your audience's awareness to create a more targeted pitch

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