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Everyone has lost customers. We've had sales that were "a done deal" that vanished at the last minute. Wonder why you're losing them just when they seem ready and anxious to buy? These "wild customers™" run away because they haven't completed their unique Buying Continuum™ process. Learn how it works and how to use it your advantage. First presented at ProductCamp9 in Austin, Texas, August 18, 2012.
Citation preview
+Catching the Wild
Customer
Presenter: Jan Triplett, Ph.D.CEO, Business Success CenterSales, Marketing & Financial Strategy
©Business Success Center, Austin, TX 2012. All rights reserved.
1#PC9
2+This is me.
©Business Success Center, Austin, TX 2012. All rights reserved.
Who are you?
• Business Success Center• Sales, marketing, and
financial management strategy
• Focus on growing businesses• Also prepares businesses for
sale or transfer.
• 30 years of successful results • High tech to no tech firms• Service & product
businesses • A-Z industries & professions
• Award-winning; internationally recognized
• NCRC Professionally certified
• Proud to be green
©Business Success Center, Austin, TX 2012. All rights reserved.
3+Agenda
Customer Stages from the Seller’s Point of View
The Seller’s Sales Flow Process
Why Sales Vanish
The Customer’s Buying Continuum™
Catching the Wild Customer: Do’s & Don’ts
©Business Success Center, Austin, TX 2012. All rights reserved.
4+Customer Stage Identification
Suspect
Prospect
Customer
Platinum Profile Customer™
©Business Success Center, Austin, TX 2012. All rights reserved.
5+Customer Stage Identification
Suspect is not a Customer yet; can be a referral.
Referrals are all Suspects until they are pre-qualified.
Need to do some research & pre-qualify before directly contacting a Suspect.
Level 1: Suspect
©Business Success Center, Austin, TX 2012. All rights reserved.
6+Customer Stage Identification
At initial contact they become a Prospect.
Present Prospect with an opportunity to buy.
Prospect is not a customer until sold something.
Level 2: Prospect
©Business Success Center, Austin, TX 2012. All rights reserved.
7+Customer Stage Identification
Becomes a Customer when the sale is closed and money exchanged.
Level 4: Customer
©Business Success Center, Austin, TX 2012. All rights reserved.
8+Customer Stage Identification
Becomes a Platinum Profile Customer™ when the customer adds more value than just dollars.
Reinforce, Retain, Repurchase
Level 5: Platinum Profile Customer™ (Post Sale)
©Business Success Center, Austin, TX 2012. All rights reserved.
9+Sales Flow Process
Step 1: Pre-qualify (pre-contact)
Step 2: Initial Contact (brand ID, awareness)
Step 3: Marketing (objections/FAQ)
Step 4: Merchandising (reduce risk/ give taste)
Step 5: Close
Step 6: Post Sale (reinforce sale, retain)
Step 7: Resell or Upgrade
Keep or Cull at each step
Seller's Action Items
©Business Success Center, Austin, TX 2012. All rights reserved.
10+Why “Sure Fire” Prospects Vanish
You rushed.
They didn’t see what you saw as addressing their problems or helping them take advantage of an opportunity. (Benefits & Advantages vs. Features)
You lost to “Ghost Competitors”.
You didn’t address their problem space.
They didn’t finish their Buyer’s Continuum™.
©Business Success Center, Austin, TX 2012. All rights reserved.
11+Customer’s Buying Continuum™
Step 1: Determine need
Buyer's Purchasing Perspective
©Business Success Center, Austin, TX 2012. All rights reserved.
12+Customer’s Buying Continuum™
Step 2: Set goal
Buyer's Perspective
©Business Success Center, Austin, TX 2012. All rights reserved.
13+Customer’s Buying Continuum™
Step 3: Identify inflexible constraints and set priorities.
Buyer's Perspective
©Business Success Center, Austin, TX 2012. All rights reserved.
14+Customer’s Buying Continuum™
Step 4: Gather info, evaluate options
Buyer's Perspective
©Business Success Center, Austin, TX 2012. All rights reserved.
15+Customer’s Buying Continuum™
Step 5: Make Purchase
Buyer's Perspective
©Business Success Center, Austin, TX 2012. All rights reserved.
16+Customer’s Buying Continuum™
Step 6: Feel remorse or rejoice
Buyer's Perspective
©Business Success Center, Austin, TX 2012. All rights reserved.
17+Customer’s Buying Continuum™
Step 7: Repurchase, upgrade or disappear
Buyer's Perspective
©Business Success Center, Austin, TX 2012. All rights reserved.
18+Catching the Wild Customer: Do’s & Don’ts
Buyer can compress steps; but Seller cannot let Buyer skip any.
Some of the above steps can happen simultaneously.
Seller’s and Buyer’s processes don’t mesh perfectly so allow time for both.
©Business Success Center, Austin, TX 2012. All rights reserved.
19+Worth Reading
Blue Ocean Strategy by Kim & Mauborgne
The Magic of Change by Tom Britton & Kent Cummins
Selling with Integrity by Sharon Drew Morgen
Thinking Big, Staying Small by Crispin Ruiz, Dixie Shipp Evatt, & Jan Triplett
If you have questions on the content of this seminar or if you would like to meet to discuss your “wild customers”, please email me at [email protected].
+Here’s to
your success!
Blog: http://www.ownersview.com512-933-1983
©Business Success Center, Austin, TX 2012. All rights reserved. 20
#PC