Growing sales in the age of the customer v1

Gr owi ngSal esi nt he Ageoft heCust omer

Sal es

11Wi nni ngSt r at egi esf ori ncr easi ngSal esandgr owi ngRev enue

Revenue

sel l+mar ket+ser vi ce+col l abor at e

1

GROWI NGSALESI NTHEAGEOFTHECUSTOMER

I ndex Wel comet ot heAgeoft heCust omer/2 YourBuy eri sev ol v i ng. . . ar ey ou?/3 Engagi ngt heev ol v edBuy er/4 Nur t ur i ngaLead/4 St r at egi est hatwi n/5 Concl usi onandAddi t i onal Resour ces/11

r 855.411.CRM9 | 510.924.1683 m info@convergehub.com

w www.convergehub.com

2

GROWI NGSALESI NTHEAGEOFTHECUSTOMER

Wel comet ot heAgeoft heCust omer Accor di ngt oFor r est erResear ch,wear enow i nanew er acal l edt he‘ Ageoft heCust omer ’ .Buyer st odayar e knowl edgeabl e,di gi t al l ysavvyandknowexact l ywhatt heyar el ooki ngf or .

Buyer snol ongerneedt ocont actasal esper sont ogeti nf or mat i ont omakeapur chasi ngdeci si on.I nf or mat i oni s nowabundant l yavai l abl e.

Anyonecanaccessdet ai l edspecs,pr i ci ng,andr evi ewsr egar di nganypr oductorser vi ce wi t haf ewcl i cksoft hemouseorf l i cksoft het humbont hei rsmar t phones. sbuyer sar eusi ngt hati nf or mat i ont ogai ncont r ol oft hebuyi ngpr ocess.

Theyar eseeki ngi nf or mat i onacr oss Today’ mul t i pl echannel ssuchasweb,soci alorwor dof mout handmul t i pl edevi cessuchast abl et ,smar t phoneoreven t hebr anchof f i ceorl ocalst or e.

Buyer sar eal sobei ngbar r agedcont i nuousl ywi t ht housandsofmar ket i ngmessages,whi chi scausi ngt hem t ot une outqui ckl y .

Theyhavedevel opedashor tat t ent i onspanandar equi ckt ooptoutofanymessaget hatdoesn’ tappeal t ot hem.Theyexpectbusi nessest oknow whati nf or mat i ont heyaskedf or ,whatwasdel i ver edt ot hem andwhat t heyaccept edorr ej ect edonwhi chchannel .

I nt hi snewAgeoft heCust omerbuyer sar ei ncompl et econt r ol oft hebuyi ngpr ocess.Theonl ywayf orabusi ness t osur vi ve,i st oengagewi t ht hebuyeront hei rt er ms,sendper sonal i zedandr el evantcommuni cat i onsanddevel op acust omer obsessedcul t ur e.

Sour c e: " Compet i t i v eSt r at egyI nTheAgeOfTheCus t omer , " For r es t erRes ear c hI nc . ,J une6,201 1

3

GROWI NGSALESI NTHEAGEOFTHECUSTOMER

YourBuy eri sev ol v i ng. . . ar ey ou?

Sot hesedemandi ngBuyer swi t hshor tat t ent i onspansand i nt el l i gent

br owsi ng

habi t s

ar e

maki ng

t he

busi nesst obusi ness as wel las busi nesst oconsumer pur chasi ng deci si ons i n ever yi ndust r yt oday .Ar e you r eadyt omar ketandsel lt ot hem?

Thenew poweroft hecust omermeanst hatbusi nesses cannow succeedonl ybyunder st andi ng,del i ght i ngand ser vi ngt hem consi st ent l y .Mostbusi nessesar enotr eady f ort hi schangeandar est r uggl i ngt ocat chupwi t ht henew evol vedbuyer .

Theol dr ul esofpr ospect i ngt hatmostbusi nessesoper at e onar ebei ngr ewr i t t enaspr ospect sar enow essent i al l y qual i f yi ngt hemsel vesandar echoosi ngnott ocont actt he vendorunt i lt heyar ewel li nt ot hebuyi ngpr ocessoreven cl oset ot hebuyi ngdeci si on.I nmanyi ndust r yver t i cal s, buyer sar enoti nvol vi ngsal espeopl eunt i lt heyar er eady f ora pr i ce quot e ort er ms ofsal es.Thi s means t hat pr ospect sar er ul i ngoutcompet i t or s,wi t houtt hebusi ness evenknowi ngt hatt hepr ospectexi st s.

r 855.411.CRM9 | 510.924.1683 m info@convergehub.com

w www.convergehub.com

4

GROWI NGSALESI NTHEAGEOFTHECUSTOMER

Engagi ngt heev ol v edBuy er Sot hesedemandi ngBuyer swi t hshor tat t ent i onspansand i nt el l i gent

br owsi ng

habi t s

ar e

maki ng

t he

busi nesst obusi ness as wel las busi nesst oconsumer pur chasi ng deci si ons i n ever yi ndust r yt oday .Ar e you r eadyt omar ketandsel lt ot hem?

Thenew poweroft hecust omermeanst hatbusi nesses cannow succeedonl ybyunder st andi ng,del i ght i ngand ser vi ngt hem consi st ent l y .Mostbusi nessesar enotr eady f ort hi schangeandar est r uggl i ngt ocat chupwi t ht henew evol vedbuyer .

Nur t ur i ngaLead Leadnur t ur i ngi st hepr ocessofbui l di ngr el at i onshi ps wi t hapr ospect .Thegoali st obui l dt r ustandear nt hei r busi nessoveraper i odoft i me.

Mostl eadst hatar enotr eadyt odaywi l levent ual l ybe r eadyt obuy .So,youneedt obui l dt r ustandbet her e whent heyar er eadyt omaket hedeci si ont opur chase.

Accor di ng t o r esear ch, buyer s t oday compl et e t wot hi r dsoft hepur chasi ngpr ocesswi t houtspeaki ng t o orengagi ng a sal es r ep.Thi sr el uct ance oft he evol vedbuyert oengagewi t hasal esr epchangest he r ol eofmar ket i ngsi gni f i cant l y .I ti snol ongerenoughf or t hemar ket i ngdepar t mentt ogener at eal eadandmoveon.Today’ smar ket er smustsynchr oni zet hei rmar ket i ng messagewi t ht hepr ospect ’ sbuyi ngpr ocess.

Themar ket i ngmessagest ar get edt ot hepr ospectmustbui l dt r ust ,andt hebestwayt odot hati sbyshar i ngusef ul i nf or mat i on.I fyoucandot hi sr i ght ,yourcompanywi l l beseenbyt hebuyerasat r ust edadvi sorwhounder st ands t hei rspeci f i cpr obl emsandcanhel psol vet hem.Thi si magewi l l cer t ai nl ygoal ongwayonbei ngsel ect edwhena pur chasei smade.

r 855.411.CRM9 | 510.924.1683 m info@convergehub.com

w www.convergehub.com

5

GROWI NGSALESI NTHEAGEOFTHECUSTOMER

11St r at egi est hatwi n Ast hebuyi ngpr ocessandt hesel l i ngpr ocessbecomemor ecompl ex,andt hesel l err el i nqui shescont r olt ot he evol vedbuyer

Her ear eaf ews t r at egi est hatwi l l hel py ouwi ns al esandgr owr ev enue Knowy ourCust omer Knowi ng and under st andi ng cust omer si st he mai n char act er i st i c of successf ul compani es.Wi nni ngbusi nessesunder st andt hewant s,wi shes andbuyi ngbehavi or soft hei rt ar getmar ket ,andoft hespeci f i cpl ayer s andi nf l uencer si nvol vedi nt hebuyi ngdeci si on.Knowi ngspeci f i cal l ywhat buyer swantenabl esbusi nessest odel i vert hepr eci set ar get edmessages t omeett hecust omer s’ needs.

Cust omerEx per i enceManagement Cust omerexper i encei st hesum ofal l exper i encesacust omerhaswi t ha busi nessdur i ng t he ent i r e cour se ofhi sorherr el at i onshi p wi t ht hat busi ness. Thi s can i ncl ude awar eness, di scover y , pr epur chase i nt er act i ons,pur chase,use,post pur chasesuppor ti nt er act i onsandsoon.

The cust omerexper i ence has become t he mosti mpor t antf act ori n achi evi ngsuccessf orcompani esacr ossal li ndust r i es.

Cust omerexper i encemanagement( CEM orCXM)i sast r at egyt hatf ocusesondef i ni ng,under st andi ngand bui l di ngal ldi mensi onsoft hatexper i encear oundt heneedsofcust omer .

Ever ybusi nessof f er sacust omerexper i ence.I nor dert ocr eat eaposi t i veexper i ence,i ti si mpor t antt hatyouar e awar eofwhatt ypeofexper i enceyouwantt oof f er .

rww. w conver geent er pr i se. com

855.

411.

CRM9 | 510.

924.

1683

m info@convergehub.com

w www.convergehub.com

6

GROWI NGSALESI NTHEAGEOFTHECUSTOMER

Uni f ySal esandMar k et i ng I nt heAgeoft heCust omer ,t heshi f ti nt hedemandsoft heCust omeri s causi ng an enor mous change i nt he t r adi t i onalr ol es ofSal es and Mar ket i ng. I nt hi s si t uat i on i ti s becomi ng absol ut el yi mper at i ve f or mar ket i ngandsal eswor kt oget herandshar eacommongoal . ti I si mpor t antt odef i net heent i r esal escycl eandagr eeonwhatpar toft he cycl ei sownedbymar ket i ngandwhatpar tbysal es.Al so,def i ni t i onsf or mar ket i ng qual i f i ed l ead and sal esqual i f i ed l eadsshoul d be l ai d out cl ear l y .

Mar ket i ngaut omat i onsyst em shoul dbei nt egr at edwi t hCRM syst em,orbet t erst i l l mar ket i ngandsal esshoul duse acommonpl at f or mf ormanagi ngpr ospect sandl eadssot hatt heycancol l abor at eonwhati sconsi der edt obea sal esr eadyl eadandonwhatpr of i l eandcommuni cat i onhi st or yshoul dbet r ackedf orl eads.Havi ngacommon pl at f or m uni f i esmar ket i ngandsal essot hatsal escant akeoverwher emar ket i ngl eavesof f .

BeOr gani z ed Nur t ur i ngpr ospect sf r om t hef i r stcont actt ocl osi ngasal er equi r esset t i ng uppr ocessesandf ol l owi ngt hosepr ocessesmet hodi cal l y .Makesur et hat sal est eam andmar ket i ngt eamsar edi l i gentaboutent er i ngdat ai nt oyour CRM ( Cust omerRel at i onshi pManagement )syst em.I twi l l hel pt obeabl e t okeept r ackofal lcommuni cat i onwi t hpr ospect ,al lmeet i ngsandal l document at i oni nonesyst em.Themor eor gani zedyouar e,t hebet t ert he chancesofcl osi ngt hesal e.

r 855.411.CRM9 | 510.924.1683 m info@convergehub.com

w www.convergehub.com

7

GROWI NGSALESI NTHEAGEOFTHECUSTOMER

Fol l owup Leadf ol l owupi st hepr i mar ychal l enget hatpr event sabusi nessf r om conver t i ngasal esl eadi nt oar epeat cust omer .I ndust r yr esear chest i mat est hat4050% ofal li nboundsal esl eadsar eneverf ol l owedup.

Consi st encyi nf ol l owupsshowsr el i abi l i t yanddevel opst r ust .I ti scr i t i cal t ohaveanor gani zedsyst em off ol l owup.

Tr acki ngi sani mpor t antpar toft hef ol l owuppr ocess.YourCRM syst em shoul dgi veyout heabi l i t yt ot r ackwhen f ol l owupsar edue,whent heywer edoneandr el evanti nf or mat i ongat her eddur i ngt hatf ol l owup.

“

“

98%ofal l sal esar enotmadeont hefir stcal l , sor egul ar f ol l owupi sav er yi mpor t antpar toft hesel l i ngpr ocess.

Teamwor k Al t houghsal esi st houghtofasasol i t ar ypr of essi on,wor ki ngasat eam i s i mpor t ant ,especi al l ywhi l ewor ki ngonl ar gerdeal s.I thasbeenobser ved t hatr esul t sar ef arbet t erwhenempl oyeeswor ki nat eam r at hert han i ndi vi dual l yasever yi ndi vi dualcancont r i but ehi sbest .

Teamwor k hel ps i mpr ove i nt er act i ons, encour ages i nnovat i on, and i ncr ease r esponsi venesst o cust omer s.I thel psaccompl i sh wor kata f ast erpaceandal soensur est hatpr ospect sandl eadsdon’ tf al lt hr ough t hecr acks,whenonet eam memberi snotavai l abl eanot heronecant ake char geandmanaget hewor k.

r 855.411.CRM9 | 510.924.1683 m info@convergehub.com

w www.convergehub.com

8

GROWI NGSALESI NTHEAGEOFTHECUSTOMER

Gener at i ngl eadsandcl osi ngsal est akest eamwor k.Makesur et hatever yt eam memberhaswel l def i nedr ol esand r esponsi bi l i t i esr egar di ngt ar get st obemetandr evenuest obegener at ed.Fol l owi ngupwi t hLeadsandsi mi l ar t i mesensi t i ve t asksmustnotbe keptpendi ng f ora l ong t i me and oughtt o be compl et ed wi t hi nt he desi r ed t i mef r ame.I nor dert oi ncr easepr oduct i vi t y ,t heser ol esandr esponsi bi l i t i esshoul dber ef l ect edi nt hemar ket i ng aut omat i onand/ orsal esaut omat i onsyst em sot hatt her ei sacont r olonwhohasaccesst owhi chl eads, Sal esManagementmustr egul ar l ymoni t oract i vi t i esandper f or manceoft eamsaswel lasofi ndi vi dualmember sof t het eams.

Col l abor at e Regar dl essofwhatmar ket pl acer epsandsal esr epssel l ,t heyar ewi t nessi ngi ncr easi ngcust omerexpect at i ons, shi f ti nt hecompet i t i vel andscape,new pr oducti nt r oduct i ons,andmor echangesonar egul arbasi s.Sal espeopl e needhel pt okeeppacewi t hal lt hesechangesi nor dert oef f ect i vel yengagepr ospect ssel lt ot hem.

Col l abor at i on i s what enabl es mar ket i ng and sal es r epsdr i ve ef f i ci ency

i n

t hi s

changi ng

l andscapebywor ki ngt oget herasa

-



t eam

shar i ng

document s,

i nf or mat i on and val uabl ei nsi ght s wi t heachot her .

Yourmar ket i ng sof t war e orCRM syst em shoul d pr ovi de onl i ne col l abor at i on t ool s. Onl i ne t eam col l abor at i onenabl essal est eams t o wor k pr oduct i vel yt oget herby shar i ng

l at est

i nf or mat i on

r egar di ng pr ospect s and dr i vi ng t owar dscl osi ngmor edeal s.

Havi ngasi ngl er eposi t or yf oral lcol l at er al s,br ochur es,pr esent at i ons,casest udi esmeanssal esandmar ket i ng r epscanf i ndt hem whent heyneedt hem.Act i vi t yf eedsofpr ospect s,cont act sandcust omer senabl er epst o moni t ordevel opment si nr ealt i me.

r 855.411.CRM9 | 510.924.1683 m info@convergehub.com

w www.convergehub.com

9

GROWI NGSALESI NTHEAGEOFTHECUSTOMER

Aut omat e Mar ket i ngandSal esr epshavet hei rhandsf ul lgener at i ngl eadsand conver t i ng t hem t o cust omer s.Theydo notneed t o go t hr ough t he addi t i onalbur den of doi ng r edundant dat a ent r y and i ncr easi ng admi ni st r at i ver esponsi bi l i t i es.Whenr epsar ef acedwi t hchal l engesof car r yi ng outext ensi ve r epor t i ng t asks and ot heract i vi t i es t hatar e def i ni t el ynotamongt hei rcor eski l l s,t heyt endt of eelpr essur i zedand pr oduct i vi t ygoesdown.

Aut omat i onoft edi oust askswi t ht hehel pofr i ghtt ool scansavemoneyandener gy .Ther i ghtt ool sshoul dbeabl e t osuppor texi st i ngbusi nesspr ocesseswi t haut omat i onandal sof aci l i t at eendt oenddat amanagement .For exampl e,uset heaut omat i onf eat ur esofCRM syst emst oupdat eandscor el eadsbasedoncer t ai ncr i t er i a,and al sobeabl et ot r ackal li nt er act i ons,document sandi nf or mat i onf r om onepl ace.Aut omat i onofdayt odayt asks such asl ead assi gnment ,updat i ng l i st s,sendi ng messagesand emai l sand f ol l owup r emi nder s,moni t or i ng i ndi vi dualandt eam per f or mance,andsoonl eadst oenhancementofpr oduct i vi t y .

Usemul t i pl eChannel s Mul t i channelmar ket i ngr ef er st ot hepr act i ceofi nt er act i ng wi t h pr ospect s and cust omer s usi ng a combi nat i on of communi cat i on channel s – websi t es,r et ai lst or es,soci al

-----

pl at f or ms,mai l or dercat al ogs,onl i nechat ,di r ectmai l ,emai l ,

-

mobi l e,et c.–andenabl i ngpr ospect sandcust omer st ot ake act i onusi ngt hechanneloft hei rchoi ce.

Today’ sbuyer susevar i ouschannel st ogat heri nf or mat i on aboutapr oductt heywantt opur chaseorgetser vi cef ora pr oductt hey have pur chased.Mul t i channelmar ket i ng i s

-

-----

aboutchoi ce.

Compani es must devel op t he abi l i t yt o engage wi t h pr ospect susi ngwhat everchannel t heychoose.Youhavet o bewher eyourbuyer sar eandengagewi t ht hem ast hey wantt obeengaged.I thasbeenf oundt hatmul t i channel cust omer s spend t hr ee t of ourt i mes mor et han si ngl e channelcust omer sdo.

r 855.411.CRM9 | 510.924.1683 m info@convergehub.com

w www.convergehub.com

10

GROWI NGSALESI NTHEAGEOFTHECUSTOMER

Ast henumberofchannel swi l lcont i nuet or i sei nf ut ur e,t heneedt oembr acemul t i channelmar ket i ngwi l lbecome cr i t i calf oral lbusi nesses.

Someoft hek eyf act or scont r i but i ngt o successofmul t i channel mar k et i ngar e Cr eat eandmai nt ai nasi ngl evi ew acr ossal lchannel s–Pr ospect sandcust omer sshoul d r ecei vesamei nf or mat i onr egar dl essoft hechannelt heyar eaccessi ngf r om Est abl i sh a mul t i channelmar ket i ng pl at f or m – Yourmar ket i ng pl at f or m shoul d suppor t engagementacr ossmul t i pl echannel s Cr eat econsi st entcust omerexper i encesacr ossal lchannel s–Thekeyt ot hi si st omanage cust omerexper i enceasabr and,andnotcr eat edi st i nctexper i encef oreachchannel

Wor kwi t hPar t ner s I nt oday’ s wor l d no busi ness can wor ki n a si l o.

Busi nesseswor kt oget hert opr ovi deser vi cesorbr i ng i n mor e busi ness t hr ough channelpar t ner s, Wor ki ng wi t hPar t ner sal l owsbusi nessest omaxi mi zet her et ur n ont hei ri nvest ment sandgr ow t hei rchannelbusi ness

-

-

r 855.411.CRM9 | 510.924.1683 m info@convergehub.com

al ong wi t ht hei rdi r ectsal es busi ness.I tal so hel ps par t ner s make mor e sal es,cl ose mor e deal s,and gener at ehi gherpr of i t s.

Yourbusi nessshoul df ocusonest abl i shi ngcl earand easycol l abor at i onandcommuni cat i onchannel swi t h par t ner s.Ref er r i ngl eads,shar i ngr el evantdocument s andcommuni cat i ngi nasecur edenvi r onmenti scr i t i cal t osuccessf ulpar t nerr el at i onshi p.

w www.convergehub.com

11

GROWI NGSALESI NTHEAGEOFTHECUSTOMER

Repeat Devel opi ngandexpandi ngcapabi l i t i est hatsuppor tyourcompany’ smar ket i ng andsel l i ngt ot henew evol vedcust omeri sacont i nuouspr ocess.I tt akes commi t mentanddedi cat i on.Bepr epar edt oi nvestt het i meandef f or tt odot hi s on a r egul arbasi sand i mpl ementt he i deast hr oughoutyouror gani zat i on.

Fol l owi ngt hesest epsconsi st ent l yoveraper i odoft i mewi l ldef i ni t el yyi el dbi g r esul t si nt he f or m ofmor el eads,hi gherconver si on r at es and sat i sf i ed cust omer swhobecomer avi ngf ans.

Concl usi onandAddi t i onal Resour ces

“

Forst ar t er s, t heconceptofmar k et i ngandsel l i ngt onew agecust omer smi ghtseem di f ficul tanddaunt i ng.

Butby t ack l i ngeacht act i cst epbyst ep, busi nessescanmak ei t mor e st r uct ur ed,manageabl e and st ar t seei ng t he benefit s.

Wehopet hatbyr eadi ngt hi swhi t epaper , y ou’ v egai nedan under st andi ngofhowt omar k etandsel l t ot hedi gi t al age buy er soft oday .

“

Onceyouhavei nvest edt het i meandef f or tt oi mpl ementt hesest r at egi es,t her esul tspeaksf ori t sel f .I twi l l hel pyour busi nesspr ovi dehi ghqual i t yandconsi st entcust omerexper i ence,whi chi soneoft hemostpower f ulcompet i t i ve di f f er ent i at or si nt henewage.

Thi swi l l enabl eyout or eacht her i ghtper sonwi t ht her i ghtof f ert hr ought her i ghtchannel att her i ghtt i me.Youcan achi evet hi swhi l er educi ngcost sandi mpr ovi ngt heef f ect i venessandper f or manceofyourmar ket i ngandsal es ef f or t sandenabl i ngyout oachi evesi gni f i cantbusi nessgr owt h.

r

w

Conver geHub Cl oudbasedCust omerRel at i onshi pManagement( CRM)sof t war e f orsmal l andmedi um busi nesses.

I nt egr at esSal es, Mar k et i ngandCust omerSer v i cei nt oone power f ul , uni ďŹ ed, easy t ousepl at f or m.

Lear nmor eatwww. c onv er gehub. c om Oremai l usati nf o@c onv er gehub. c om ht t ps: / / t wi t t er . com/ conver gehub ht t ps: / / www. f acebook. com/ Conver geHub ht t ps: / / www. l i nkedi n. com/ company/ conver gehub

Copyr i ghtŠ 2013Conver geEnt er pr i se,I nc.

Al lr i ght sr eser ved.Conver geEnt er pr i seandt heConver geHubl ogo ar er egi st er edt r ademar ksofConver geEnt er pr i se,I nc. i nt heUni t edSt at es,t heEur opeanUni onandot her count r i es.Al lot hert r ademar ksar et hepr oper t i esof t hei rr espect i vecompani es.

r 855.411.CRM9 | 510.924.1683 m info@convergehub.com

sel l+mar ket+ser vi ce+col l abor at e

w www.convergehub.com