View
2.959
Download
1
Category
Preview:
DESCRIPTION
Fine tune your broadcast messaging to your Salesforce to reduce sales cycles, drive promotions and invite employee interaction. How to build your broadcast messages for maximum impact and choose the right delivery channel for the job.
Citation preview
Communicating to Help (Not Hinder) Your Salesforce
How broadcast communicationscan help you reduce sales cycles, drive promotions and invite employee interaction.
For Webinar, April 16, 2008 www.cutthroughcommunications.com
Agenda
1. The Problem
2. Planning your Broadcasts
1. Measure
2. Context
3. Content
4. Channel
5. Interaction
3. Takeaways
Problems•INFO OVERLOAD
•GETTING PEOPLE’S ATTENTION
Impacts•DELAYS IN TAKING ACTION
•SLOWS PROGRESS
•HITS PRODUCTIVITY
Why are we talking about this?
Sending an email doesn’t work as well anymore.
Buried, doesn’t stand out, 2-second attention window, no control.
Example…What you’re up against
You launch a fabulous Sales Incentive – great prizes, great branding. You expect to see a doubling of sales for the product category covered….
The intranet pages are ready, so you send out the fabulous email/desk drop/manager announcement at 10am Tuesday…
Corp Comms email at 10AM
TUES: Chocolate factory in Ohio
to be closed. Products will be
grandfathered. 800 jobs cut.
Example…What you’re up against
Corp Comms email at 10AM
TUES: Chocolate factory in Ohio
to be closed. Products will be
grandfathered. 800 jobs cut.
USAir plane down in the Hudson–
amazing footage, everyone talking
about the miraculous results.
Example…What you’re up against
Corp Comms email at 10AM
TUES: Chocolate factory in Ohio
to be closed. Products will be
grandfathered. 800 jobs cut.
USAir plane down in the Hudson–
amazing footage, everyone talking
about the miraculous results.Quarterly IRA
statement hits
employee’s desk:
value down by 40%
Example…What you’re up against
Week 1
Week 2
Week 3
Week 4
0
5
10
15
20
25
Chart Title
ForecastActualAxis
Title
The incentive doesn’t take off as expected; 100 units first week instead
of 500.
Example…What you’re up against
Week 1
Week 2
Week 3
Week 4
0
5
10
15
20
25
Chart Title
ForecastActualAxis
Title
Our point: it takes more than simply sending out broadcast comms to
ensure your messages is received and acted upon.
Example…What you’re up against
Agenda
1. The Problem
2. Planning your Broadcasts
1. Measure
2. Context
3. Content
4. Channel
5. Interaction
3. Takeaways
5 Key Elements for Broadcasts
Measure
Context
Message
Channels
Interaction
Measure, Benchmark
1. Are you getting through? Do you even know?
2. What’s a normal response rate in yr org?
• Readership
• Click-throughs
• Survey responses
• Ratings
1. Pick your ideal target outcomes
• X entries tagged in CRM by at least X sales reps
• X click throughs to new product page
• Training module viewed/completed by % reps
CONTEXT: Current state of affairs
1. COMPETITION. Who else sends them broadcasts? When, what, where?
2. VOLUME. How many other emails/voicemails do they get a day/week?
3. AUDIENCE. Priorities, preferences, behavior.
4. INTRANET. Quality of intranet, supporting resources
(Use CONTEXT to adjust/fine tune your broadcasts for max impact)
Enterprise Example…
• Competition: every staff member with girl scout cookies to sell
• Audience: extreme email fatigue
• Volume: hundreds of email broadcasts per day, mostly spam.
• Context shows that even the best email in the world would get a low response
Read this.
Really, I mean it
MESSAGE*
Six key recommendations.• Consistent structure• Make it fresh• Pare it down• Overview for context• Use several mediums
(text, image, table, video…)• Invite interaction
*based on IABC Research Report:Preparing Messages for Information Overload Environments,” Eppler/Mengis, 2009.Read it for more great details!
CHANNELS
EmailVoicemail
broadcastsScreensaversInternal BlogQ&AsForums
I.M.Digital
SignageE-Bulletin
Boards RSS Posters Print pubs Videos Wikis
Launch PacksPeers/ChampionsTraining Sessions
Scrolling news tickers
Desktop Alerts
SMS/Text Apps
Micro Blogs
Team MeetingsLeader VisitsConferencesLetters to Staff
Channel Mix Criteria
Select multiple channels and evaluate for:
• Cuts through?• Appropriate?• Media-rich?• Targeted?• Measurable?
Our Broadcast Channels
E-Mags, BulletinsContent managed, templated, no email
Desktop messagingAlerts, surveys, scrolling headline tickers
Screensavers interactive, targetable, multi-content, easy to change
Blogs, Forums, Q&AsSecure, templated, measured, single click access
Southern Wines Example
• Remote Salesforce with PCs• Do not visit the intranet often• Do not VPN in often• Do not check email often• They do access their web ordering system
often• Chose channels to match this CONTEXT.
Using desktop messaging to get promotions, pricing, new products, monthly results out to staff.
Inviting Employee Interaction
“We need to ‘push’ out information that explains WHAT the business is doing,
and WHY it is doing it . . .and then use interactive social media tools
to get employees to start talking about HOW they’re going to help make it
happen.”Steve Crescenzo, Consultant
Tap into employees for market intelligence, competitive advantage.
Interaction can not only increase knowledge retention but also improve
sales programs themselves.• Incentives
open a forum, respond to employee suggestions to maximize buy-in and performance.
• Promotions Invite discussion to engage brains. Info will be absorbed through commenting, even reading comments. Tap into employees as a source of market intelligence.
• Product Knowledgereinforce with short quizzes and find out what they really know.
Agenda
1. The Problem
2. Planning your Broadcasts
1. Measure
2. Context
3. Content
4. Channel
5. Interaction
3. Takeaways
Sales Goals we can impact
Shorten Sales Cycles
•Easier to Absorb and Use New Info•Context•Structure•Get Attention Sooner•Channels•Fresh approachDrive
Promotions
•Invite Interaction•Encourage ownership•Collect market intelligence
•Easier to Absorb and Use New Info•Get Attention Sooner
TAKEAWAYS
Checklists,
PLAN & STRUCTUREyour broadcast comms
TRY fresh channels to capture
attentionINVITE
interaction for better absorption & valuable feedback
for Webinar: Communicate to Help, not Hinder, your Salesforce, April 2009
CHECKLISTS HERE: http://bit.ly/lqkjcFeel free to contact me/us at Cut Through Comms
www.cutthroughcommunications.com
Paula Cassin1.805.715.0300. Twitter: paulacassin. LinkedIn: paulacassin
THANK YOU!
5 ways to reduce Email Overload:http://blog.cutthroughcommunications.com
IABC Preparing Messages Report: www.iabc.com (free for members or
$99)
For comms checklists Email or tweet me at:
Paula.cassin@cutthroughcommunications.com
http://www.twitter.com/paulacassin
Recommended