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MicroWarehouseCloud Customer Acquisition Acceleration Workshop
Mark StuytChief Engagement OfficerNeural Impact Inc.
Founder – Chief Engagement Officer, Neural Impact Inc. 8 Years management consulting to global Microsoft
community 25 year sales professional (CA, Pivotal CRM, PeopleSoft, SAP) Developed Microsoft Accelerated Selling Methodology (Cloud
SureStep) Developed Microsoft Industry Acceleration Content >100s 1:1 partner workshops Developed and delivered global SMB PSE CAA & PTU
Workshops
Self-educatingAnonymous researchHighly informedIndustry expectationProduct orientationRisk averseConnected/SocialDemanding
Our average attention span has dropped to 8 seconds, one second less than a goldfish.
Buyer 2.0
Buyer 2.0 – Changing Buyer Behavior
Focus:• Credentialing Whiteboard
Focus:• Optimization Services
Buying BrainEmotional
Engagement
Digital EngagementSales Engagement
New Cloud Service Offerings
Focus:• Buyer 2.0• Emotional Messaging
Framework
Focus:• Website Audit
Workshop Agenda
Learn by DoingWe retain ….
20% if we just hear it50% if we hear and see it70% if we say it90% if we say and do it
Summary
Buying behavior has changed (forever)Big impacts to four core partner disciplines• Focused solutions• Digital marketing strength• Prescriptive selling• New service offeringsEconomic impacts…
www.neuralimpact.ca/microwarehouse
Leveraging Neuroscience & Emotional Engagement to Accelerate Cloud Customer Acquisition
Emotional Eng.
MarketingSales
Services
24 X 78
e-motion
.
.
5%Conscious
Logical
95%Unconscious
Intuitive
Decision Making is Nonconscious
Behavioral Economics
Primacy AnchoringPrematureCognitive
CommitmentConfirmation
BiasConsistency
Principle Recency
Value vs. Risk
vs.
Strategic Tipping Point
Qualify Develop Solution Proof Close
EmotionalDiscovery
BDMWhiteboard
BVAWorkshop
SolutionDemo
Proposal Presentation
STP
StrategicTippingPoint STP
Create Bias
Differentiation 2.0
Product advantage
Pricing advantage
Geographical advantage
People advantage
Industry/vertical solutions
Knowledge advantage –new information
Simplicity
Safety (limited risk)
Logical Differentiation
Emotional Differentiation
Summary
Buying Decisions Are Made EarlyEmotions Drive DecisionsFear/Risk >Greed/Desire/JoyTribal = SafetyWhy >How + What
Developing Emotional Messaging
Emotional Eng.
MarketingSales
Services
IndustryDrivers &Market Forces
Business Impacts
Project Objectives
Challenges & Barriers
Solution Requirements
Business Case Impact
What Drives Change?
As a result of <industry drivers > we are experiencing an impact on <key operating metrics>. We have recently experienced a (trigger event>, which can be traced to <business challenge> and/or our inability to <operational limitation>. This issue would be resolved if we could <new capability>.
Exercise: Emotional Messaging Framework
EconomyRegulatory Change
Suppliers
CompetitionCustomer Behavior
Declining RevenueMargin Pressure
Limited Differentiation
Industry Drivers & Market Forces Measurable Impacts
Industry Drivers & Market ForcesEXTERNAL pressures that FORCE organizations to invest in new business/technology systems!
“Trigger Events”
MoneyRiskControl
• Compliance Violation• Patient Complaint• Lost a Key Employee• Opened a new
facility/location.
• Open New Branch• Lost Customers• Employee Churn/Turnover• Declining Member Profitability• Financial loss
• New Project• Acquisition• Lost Bid• Inaccurate Estimate• Project Write Off
• Growth• Technology Failure• HW/SW Refresh• Security Breech• Lost Data• Contract Renewal• Provider Outage Traditional IT Professional
Services Firm
Primary Healthcare Provider
Credit Union
Project Trigger Events
Workbook Exercise
Document most likely positive (growth) and negative (contraction) trigger events.
Workbook ExerciseEmotional Messaging Framework
Trigger Events
Inventory ManagementScheduling
BillingMerchandisingLoyalty Mgmt.
Mobile, EDI, POS Integration
Operational Challenge Solution or Technical Requirement
Capability Gap
Workbook Exercise
Identify your focus industry’s four most compelling trigger events. Document their root cause business processes and core functional requirements..
Workbook ExerciseEmotional Messaging FrameworkRoot Cause Business Challenges
Emotional Messaging Framework - RetailIndustry Driver
Economic:• Rebounding economy• More disposable incomeRegulatory:• EMV (chip & pin)• Taxation/Minimum WageSuppliers:• Opening new channels• B2B to B2C• Longer lead timesCompetitors:• New online entrants• Heavy discounting• New specialty entrants• Free shipping (Amazon)• Click & collectCustomers:• On-line shopping increase• Declining brand loyalty• Fast fashion: value (cheap)• Off-price shopping• Show-Rooming• New payment forms• Aging demographic
Impacts
Marketing Costs ↑Returns ↑
Gross Margins ↓Profits ↓
Labour Costs ↑Customers ↓
Differentiation ↓Working Capital ↓
YOYSS Sales ↓Inventory Levels ↑
Sales Per Sq. Foot ↓Inventory Turns ↓
Leasing/Real Estate Costs ↑
Average Purchase Value ↓
Merchandising Costs ↑
WHY (Trigger Event)
Business Issue
Benefit/Outcome
Leadership
M&A (Growth)Expansion (geo)
New product/serviceNegative PR Event
Security BreachDecline in YOY SalesMissed Earnings CallMarket Share LossInventory Write-Off
Store ClosureTechnology Failure
Lost ContractChange of Control
Bad DecisionFine/Penalty
Chip & Pin Reg.Theft/Shrinkage
Incurred Tax Liability
HOW
Function
Business Process
Management
Omni-channelMerchandising
Inv. Control/Mgmt.Warehouse Mgmt.
ForecastingLoyalty Mgmt.
Pricing/Promotions SocialRebates
ReportingStore Management
ServiceDistribution
Demand PlanningContract Management
WHAT
Solution
Key Requirement
IT/End User
Social ListeningIoT
Machine LearningRFID3PL
Point of SaleIFRS
Mobile Chat Support
Multi-XPOS Integration
EDI
IP/Product Development Prioritization
Marketing Messaging &
Collateral
Sales Engagement &
Assets
Where to Start?
33
Where to Start?
34
Marketing is the New Sales -Engaging the (Anonymous) Digital Buyer to Increase Online Engagement and Lead Conversion
Emotional Eng.
MarketingSales
Services
Marketing is the New Sales
10%
57%
Get Found Convert NurtureTriage
Industry FocusThought Leadership
SEO, SEM, Social
Digital EngagementCalls-to-Action
High Value Offers
Deliver ValueEngagement
Communications
Build RelevanceRemain in Conscience
CRM/Automation
Four Marketing Disciplines….
Tribal Engagement
Persona Engagement
Greater productivity
Improve customer satisfaction
Better visibility
Scalable
Manageable
Reliable
Powerful
Easy to use
Dynamic
Business software
World leader
Market leader
Best-in-class
Best-of breed
Cost effective
End-to-end solution
Increase revenues
Reduce costs
Competitive advantage
Mission critical
Award winning
Value add
Best
Unique
Great
Innovative
Exclusive
Business solutions
Collaboration
Language Engagement
Emotional Engagement
Emotional Engagement
Visual Engagement70% of the population is primarily visualMoving pictures evoke emotions.25% of brain activity is involved in visual processing70% of the body’s sense receptors are in the eyes
2X conversion
Quiz; which one worked better?Visual Engagement
Visual Engagement
SimplicityWhat is the cloud? Where is the cloud? Are we in the cloud now? These are all questions you've probably heard or even asked yourself. The term "cloud computing" is everywhere.In the simplest terms, cloud computing means storing and accessing data and programs over the Internet instead of on your computer's hard drive. The cloud is just a metaphor for the Internet. It goes back to the days of flowcharts and presentations that would depict the gigantic server-farm infrastructure of the Internet as nothing but a puffy, white cumulonimbus cloud, accepting connections and doling out information as it floats.What cloud computing is not about is your hard drive. When you store data on or run programs from the hard drive, that's called local storage and computing. Everything you need is physically close to you, which means accessing your data is fast and easy for that one computer or others on the local network. Working off your hard drive is how the computer industry functioned for decades; some would argue it's still superior to cloud computing, for reasons I'll explain shortly.The cloud is also not about having a dedicated network attached storage (NAS) hardware or server in residence. Storing data on a home or office network does not count as utilizing the cloud. (However, some NAS will let you remotely access things over the Internet.
Center StageLite edition
$29/MO
Standard edition
$99/MO
Premium edition
$159/MO
Most Popular
Perfect for…
Ideal for growing…Designed for…
Simplicity
Simplicity
Accelerating Your Cloud Sales Cycle – Leveraging Cloud & Focus to Drive 50% - 80% Win Rates
Emotional Eng.
MarketingSales
Services
Partner Win Rates
20%
50%
80%1-3 Industries (teach)
>3 Industries (service)
1 Industry (disrupt)
Strategic Tipping Point
Qualify Develop Solution Proof Close
EmotionalDiscovery
BDMWhiteboard
BVAWorkshop
SolutionDemo
Proposal Presentation
STP
StrategicTippingPoint STP
SolutionSelling
SALES CYCLE
SALE
S SK
ILLS
Buyer 2.0Selling
Skills Shift
Profile Anchor Collaborate Confirm Commit
Profile Anchor Expand Commit
Profile Confirm Commit
Buyer 2.0 Sales Motions
55% 30% 15%
Confirm Commit Up/X SellProfile
Sales Strategy
STP
Cloud Selling Motion
20% Sales Motion
50% & 80% Sales Motion
Strategic Tipping Point
Interactivity drives engagement - PowerPoints?Extends interaction timeEngages the limbic/emotional brain
Picture superiority effect10% recall after 1 week (auditory delivery)65% to 70% recall with visual image88% of executive prefer dialogue to PP (Forrester)Reading & listening creates confusionVisual channel > auditory channel
Progressive DisclosureSurprise = NoveltyBrains are drawn to Novelty (survival mechanism)Stimulates: attention, emotion, reward circuits (embeds memory)
Why Whiteboard?
Schema Violation
Must overcome an existing assumption Creates new neural networksDrives a burst of “gamma” brainwaves(bursts of insight and high-level information processing)Triggers a release of dopamine and adrenalinChannels prospects immediately into actionBrain “associates” or anchors the insight with you
Project Drivers & Objectives
Current Challenges
New DesiredCapabilities
ProjectRisks
Impact & Measurement
Credentialing Whiteboard
Credentialing Whiteboard
Today Go Live
Replace legacy systemsReduce spoilage incidentsIncrease production uptime & capacityImprove reporting
Inaccurate inventory Manual schedulingLabeling errorsLot & traceability trackingInflexible reporting
Real-time inventory trackingReal time production capacity monitoringPreventative control reportsQuality control reporting
Limited project window (seasonal)Data conversionNew integrations Technology resources (AS400)
Inventory (↓)Stocks outs (↓)
Spoilage (↓)Reporting (+)
OTD (↑)
Food MFG
Today 09/2017 12/2017
Project Timeline
009/201810/201709/2017
Exercise
Develop and present your Credentialing Whiteboard.
Workbook ExerciseEmotional Messaging FrameworkRoot Cause Business Challenges
Next Steps….
Engagement Communications
Alignment E-mail
Demonstration Plan
Summary
Align your sales motion with your solution offeringPreconfigure ENGAGING prospect communications to create bias and comfort (safety).Drive an early STP (front-end-load sales pursuits)Focus = Differentiation, Safety, 50%+ Win RateWhiteboards result in higher levels of engagementWhiteboard content drives the discovery process
Re-imaging Cloud Services
Emotional Eng.
MarketingSales
Services
Services$
$$
$$
$
Consult Design Implement Integrate Maintain Manage Adopt
ProjectServices
ManagedServices
Services Offers – Current State
Services Offers - Future
Services$
$$
$$
$
Consult Design Implement Integrate Maintain Manage Adopt
AccelerationServices
OptimizationServices
SelectionServices
Selection Services
Business Impact AssessmentBusiness Alignment WorkshopCloud Readiness Assessment Cloud TCO and ROI analysis Business Opportunity Identification Business Value AssessmentVision and Scope DefinitionBusiness Case Expansion/ValidationBusiness/Project Risk Assessment
Selection Services
Underwhelming business caseUnrealistic timelineMissing industry capabilitiesNo clear scope element prioritizationCompliance gapsNo governance model“Current-state” focus
Business/Project Risks
Automate Deployment/Project ServicesQuarterly Business Impact/Alignment Review
Exercise
Develop one new selection or optimization service offerings. Consider scope, cost and outcomes.
ExerciseNew Service Offerings
Summary
Search for why projects will failDevelop and package disruptive selection services
Value expansion or risk reduction“Surprise” the business sponsor with new information
Teaching leads to differentiation (and curiosity)Focus on solving “why” problems
$, risk, control
Next Steps….
30-60-90 Day Action Plans
NI CCAA Leadership Workshop
https://ubcbusiness.qualtrics.com/jfe/form/SV_8hKw3c7UckkLpFb
What ‘landed’ today?Directions:
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