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Essential LessonsFor Creating a Winning
Sales CultureKate Feather, EVP [email protected] @katefeather
WANT THE SLIDES?info.peoplemetrics.com/CUES2015
PEOPLE HATESELLING.
PEOPLETHINK THIS
IS WHAT SELLING IS.
PEOPLETHINK THIS
IS WHAT SELLING IS.
SALES HAS CHANGED.
GONE ARE THE DAYS OF
SLEAZY SALESMEN
BECAUSE…
WE KNOW THIS BECAUSE WE DIDRESEARCH ON IT.
of executives said the
customer experience delivered by their bank/credit union has improved in the past 12 months
Source: PeopleMetrics Most Engaging Customer Experiences Study
of customers said the
customer experience delivered by their bank/credit union has improved in the past 12 months
Source: PeopleMetrics Most Engaging Customer Experiences Study
TRUE or FALSE:Customers ranked online and mobile
technology among their top three priorities for improvement from their bank.
FUTURE IMPROVEMENT PRIORITIES
Ranked Importance
CUSTOMERPRIORITIES
EXECUTIVE PRIORITIES
PRODUCTS
ACTING ON FEEDBACK/ IMPROVE SERVICE
FIND AND KEEP TALENTED EMPLOYEES
CUSTOMER-FACING TECHNOLOGY (MOBILE, DIGITAL)
PUT CUSTOMER FIRST
VoC/ ASKING FOR FEEDBACK
INTERNAL TECHNOLOGY/ CUSTOMER-FACING PROCESSES
PHYSICAL BRANCHES
4 1
FALSE
Customers ranked “PUTTING CUSTOMER FIRST” among their top three priorities for
improvement from their bank.
FUTURE IMPROVEMENT PRIORITIES
Ranked Importance
CUSTOMERPRIORITIES
EXECUTIVEPRIORITIES
PRODUCTS
ACTING ON FEEDBACK/ IMPROVE SERVICE
FIND AND KEEP TALENTED EMPLOYEES
CUSTOMER-FACING TECHNOLOGY (MOBILE, DIGITAL)
PUT CUSTOMER FIRST
VoC/ ASKING FOR FEEDBACK
INTERNAL TECHNOLOGY/ CUSTOMER-FACING PROCESSES
PHYSICAL BRANCHES
1
2
34
5
6
7
8
1
2
3
4
5
6
7
8
WE WANTED TOFIND OUT WHAT“PUTTING THE CUSTOMER FIRST”
MEANT FOR SALES.
So we did more research.
25%
17%
12%
12%
9%
8%
17%
Sectors Represented
1 2 3 4 5 6 7
1/3 had fewer than 100 employees
40% had 100-999 employees
1,000+ balance
72% were decision makers
2015 B2BBUYER TRENDS
WE DISCOVERED THE BEHAVIORS THAT MATTERTO SALES THROUGH
MEMBER CENTRICITY.
Follow through in a thorough, accurate and timely manner, before and after meetings.
Do the required preparation work of the meeting by getting up to speed on the business.
Ask insightful questions and actively listen to understand the issues and challenges of a buyer.
Demonstrate an in-depth knowledge of solutions and services and are able to relate them to the buyer.
Provide value-added advice and guidance by adapting solutions, demonstrations, and materials to reflect the buyer.
Of participants who report they experienced extra effort defined extra this way:Communication, personalization,
attitude, thoughtfulness.
51%
AND HOW, PRAY TELL,DO YOU DO THAT?
CommunicationExcellent follow-up. Listen to problems and need. Right amount of status updates. Availability.
PersonalizationRight amount of personalized information and solutions.
AttitudeWelcoming. Interested. Want the business. Authentic. Personable. Candid.
ThoughtfulnessTook to lunch. Thank you card. Personal follow-up.
MEMBER CENTRICITYIS THE NEW SALES.
AND UNDERSTANDINGIS WHERE YOU START.
Fanatical SupportTM
fuels growth
1 2 3 4 5 6 7
Net Revenue (in millions)
47% 18% 24% 31% 28% 15% 13%Yearly growth %
IN A PRICE COMPETITIVE WORLD,
DIFFERENTIATINGWAS THE LAST LINE OF DEFENSE.
IN 2006, WE IDENTIFIED
ACCOUNTABILITYAS THE KEY TO THEIR SUCCESS.
Email Alert Generated to Individual(s) Responsible
Customer Submits Survey
Email Invitation to Brief Online
Survey
CustomerHas Experience
Actions Tracked Online
Action Is Taken
Data is Aggregated and Analyzed
Take Action to Improve Customer
Experience
Daily shiftmeetings
25ptlift in engagement
16,000 fewer problems
30% increase in revenue
24% increase in worldwide locations
PUTTING THE CUSTOMER FIRST,LEADS TO MORE SALES.
WE’VE GOT THIS.
WE’VE GOT THIS.Really?
of people ask their
network first,before choosing the financial
institution to serve their business
banking needs.
80%
80%70%
59% 59% 53%46% 44% 41%
Ask Network Visit Website View videos Download
content
Read blog Read leader
bios
Attend
webinar
Research on
The proportion of the total time spentin the selection process that
involves activities other than
talking to a representative from
your credit union or bank.
46%
2.
…and gives you an advantage over others.
76% of new customers said someone they knew recommended the chosen company.
Only 36% of rejected companies came through with a recommendation.
3.
Value of interactions drives the decision.
61% of new customers rate the value of interactions with employees from the chosen company as being of high value
compared to 17% for rejected company.
4.
Value in the sales experience connects with strength of ongoing customer experience.
70% of those experiencing high value interactions become customers who promote you to others.
1.
Positive word-of-mouth gets you on the list…
78% seek recommendations from network when beginning a search for a new
partner.
Anytime you’re tempted to upsell someone else, stop what you’re doing
and up serve instead…
Dan Pink, To Sell is Human
Anytime you’re tempted to upsell someone else, stop what you’re doing
and up serve instead…
Don’t try to increase what they can do for you. Elevate what you
can do for them.
Dan Pink, To Sell is Human
