10 ways to convert prospects to partners

My Brand NarrativeStory

BRAND ME

Brand MEBrand EnablersBrand Enablers

My Brand EnablersMy Brand Enablers

Reputation

Network

An Individual's worth will be based on reputation; which is the trust they have created within their social network.

In The Not So Distant Future…

B.E.

Begin Everyday

B.E. Truthful, Honest with Yourself

Play Off Of Your Strengths:

Do they translate to value-enablers?

What are your Customers’ opportunities?

Work ≠ Business….do what you love!

# 1

Nature vs. Nurture

What is responsible for our development? Is it hereditary or is it a function of our environment?

Nature

Nurture

Talent Utility = (Natural Ability)² + *(Story Factor)

*Story Factor = Training + Experience

u·til·i·tyyoo tilətē/ˈ͞nounnoun: utility1.1. the state of being useful, profitable, or beneficial."he had a poor opinion of the utility of book learning"

tal·enttalənt/ˈnounnoun: talent; plural noun: talents1.1. natural aptitude or skill."he possesses more talent than any other player"

•people possessing talent."I signed all the talent in Rome"

Technical Aptitude

Customer Service

Process Management

Quality

What Is Your Unique Ability?

Technical Aptitude

What Is Your Unique Ability?

Positioning:

“Our Organization Has the Most Knowledgeable Experts in The Field.”

Goto Market Plan

MarketplaceAttracting Individuals That Are Looking For Technical Proficiency In Solutions.

• Where Do They Reside?• How Do They Make Decisions?• How Can I Assist?

Partner Profile:

B.E. A Leader

Get Involved:

Get Involved in the Market i.e. Associations, Local Committees, Board of Trade

Answer Customer Questions Through Blog, Quora, Discussion Board

Are You a Change Agent? Indigogo Fundrazr Kickstarter Uponor innovations

# 3

RAISE YOUR HANDS

B.E. A Leader – Get Involved

The Industry has many Associations:

CIPH – Canadian Institute of Plumbing and Heating

HRAI – Heating Refrigeration and Air Conditioning Institute

MCAC – Mechanical Contractors Association of Canada• Young executives• Technical Committee • Marketing Committee

5.5 MM Subscribers

B.E. A Leader - It’s Proven to Work

Wanted Girls to feel confident about themselves.


Interesting Facts:

-YouTube star who gives beauty tips to youngsters on the web.

-She started her YouTube channel at the young age of 14.

-Her videos have amassed over 200 million views and she enjoys telling students about the latest fashion trends and styles.

-When she was younger, her mother, Tammy Mota would help her to monitor her YouTube channel.

- She has been interviewed by the Huffington Post, the publication started by Arianna Huffington.-

Most Anticipated Fashion Line by Aeropostale

B.E. A Leader – Knowledge Sharing

Twitch.tv Maven.co


Interesting Facts:

-Gary grew Wine Library from $4 million to upward of $50 million between 1998 and 2005.

-Saw the power of social media in 2005 when millions shared a Saturday Night Live clip called “Lazy Sunday.

-90,000 viewers per day at Wine Library TV.

-Quote from his father: “There are much bigger things to come…I think he has a very good chance to replace Oprah.”

Video BloggerBrand media consulting Agency

Best selling AuthorPublic Speaker

Co-owner of wine retail store

Insert Bieber


Interesting Facts:

-40 million followers on twitter

-Forbes names 3rd most powerful celebrity in the world

-Earns $55 MM per year

-Sold 15 million albums

It Started with Talent, Passion and a Video to Share His Story

B.E. A Leader – Bring Your Ideas to Life

What Ideas do you have?

Death of The Traditional SalesmanDeath of The Traditional Salesman

Why?• Access to information

• Individuals and businesses have an unprecedented level of information at their fingertips

• Information provides them with ability to get intimate with their opportunities and develop refined requirements

• For traditional salespeople it then just becomes a pricing game…

B.E. Therapeutic – Understand Their Story

Begin every meeting as a discovery session:

1. Identify organizations or individuals that are in their purchasing cycle and/or a state of change

2. Listen to their situation

3. Ask probing questions

4. Get a clear understanding of what your customer requires by clarifying opportunities

5. Provide insights on the opportunities that the customer is pursuing

6. Coach customer on the purchasing process, potential pitfalls and offer assistance

# 3

B.E. Therapeutic – Emotional Connection

How to Establish an Emotional Connection:

– 1. Ground your brand identity in emotional values that set you apart from the competition and resonate with your consumers.

– 2. Give long-term customer relationships priority over short-term sales.

– 3. Use your brand—not product categories—to determine your business scope and scale.

– 4. Perpetually ask and answer: “What business are we really in?”

Source: http://www.forbes.com/sites/onmarketing/2014/01/08/great-brands-aim-for-customers-hearts-not-their-wallets/

Opportunity: Emotional Engagement

B.E. Therapeutic – Create Sustainable Practices

Uponor is a building materials company that is the world leader in commercial and residential water distribution and temperature control systems.

Uponor also is an expert in heating and cooling training, marketing and lean thinking.

They have provided value to their customers by not only serving their building material needs, but extending their expertise in other areas to assist their partners grow their respective businesses.

Opportunity: Lifecycle Management

B.E. Therapeutic – Lead Nurturing

Opportunity: Conversion Pipeline

Lead Generation

Lead Qualification Awareness Interest

Hand-off

Hand-off

- Training- Direct Mail

- Lunch n’ Learns- Associations

- Events- Tradeshows- Associations

A

B

E

A B D

Suspect Prospect

- Outbound call through Contact CentreC

C

Marketing

Customer

Purchase Advocacy

B.E. Noticeable

Make It Easy To Be Found:

Get Listed

Yelp

Kijiji

Local Advertising

# 4

B.E. Noticeable – Localization Is Key

Localization Is Important Because:

1.Makes Content Relevant

2.Creates Stronger Connections

3.Improve Promotional Strategy

Source: Socialmediatoday.com

B.E. Noticeable – Professional Solutions

www.yext.com www.neustarlocaleze.biz

B.E. Noticeable - Opportunities

1) Advertise but don’t ask for reviews

2) Stay in constant contact with customers

3) Schedule same day service

4) Explain everything to establish trust

5) Diagnose failures over the phone when possible

6) Clean up after yourself

7) Deliver above and beyond customer expectations

B.E. Noticeable – Reputation Management

B.E. Noticeable – Reputation Management

Easy as 1-2-3:•1. Compose an email including your press release text and multimedia assets. Send it to [email protected].

•2. We'll compile your content, build your Tiny Pitch, and send it right back to you in a matter of seconds.

•3. Open your Tiny Pitch™ and share it with your contacts and social networks. Embed it on your website or in a blog post

B.E. Noticeable- Local Advertising

1) Community Events• Charity walks• Festivals• Holiday Events

1) Community Publications

2) Networking/Partnering• Partner with complimentary products or

services• Attend community network events i.e.

Boards of Trade

mailto:[email protected]

B.E. Relevant

Get Social:

Like ≠ Respect

Ask Why Audience Uses Social Platforms?

1313%%1313%%1313%%1313%% 2121%%2121%%5252%%5252%%

Social @ PlaySocial @ Play

99%%99%%44%%44%% 1111%%1111%%

7676%%7676%%

Social @ WorkSocial @ Work

22%%22%%

Source: CMPX survey, 2014

# 5

B.E. Relevant - Social Worth

Opportunity: Responsible Advertising Options

ello

No Advertising Self Advertising

tsu

B.E. Relevant – Engage Audience”It's rare for even a walk-in customer to come in and not have read our blog or seen our tweets.” Emerson Salon

Share and Share AlikeAfter booking an appointment, a user can share their appointment with friends on Twitter or Facebook.

Since introducing social media into the mix, traffic to their website has more than tripled. It's no wonder the salon believes so strongly in the power of connecting.

Opportunity: Self Serve

Meet Your Search Custodians

7. How often do you use the following tools to conduct research?

Never

Rarely (< 2hrs)

Sometimes (1-2 hrs)

Often (3-5 hrs)

Always (6 hrs+) 60%60%60%60%

36%36%36%36% 40%40%40%40%

36%36%36%36%

50%50%50%50%33%

3%

0%

3%

4%

20%

32%

9%

3%

12%

16%

17%

18%

4%

29%

14%

12%

2%

32%

5%

Online Tools Magazines Newspapers Your Family Your Peers

Does Our Market Behave Different Thank Our Customers?

B.E. Relevant – Engage Audience

Source: CIPH/HRAI study

B.E. Valuable

Value Your Customers As If You Could Lose Them Today:

Respect The Opportunity They Provide

Drive Real Value With Them

Delight Them As A Matter Of Course

# 6

B.E. Valuable – KANO ModelCustomer Elated

Must-Be’s

Basic Requirements

Delighter’s

Treasured Moments

One dimensio

nal perfo

rmance

Customer Very Dissatisfied

Fully Functional

B.E. Valuable – Companies That Delight

TUI offers mobile messaging that offers customers the opportunity to extend their travel.

"If a guest clicks 'yes' to an extension, then we extend the hotel reservation, cancel the Friday return flight, and reserve a flight for Sunday," says the CEO, quoted in The Digital Enterprise.

Opportunity: Last Minute Travel Change

Source: SmartPlanet

B.E. Valuable – Social Responsibility

Source: SmartPlanet

Liferay purposely picks distressed communities to set up new offices. CEO Brian Cheung emphasizes, however, that these efforts are not "charity." Rather, "these are dynamic economic environments where there are also business reasons for us, as well as engaged employees."

In addition, the company keeps its software open source, meaning that customers can download as many copies as they want, and make any modifications they see fit.

Opportunity: Customer Vitality

B.E. Valuable – Strategic Partnerships

Opportunity: Leverage your offering

ROIROMI

PBB

ROCECAC

CTS

KPIs

CTR

NPS

ALCR

B.E. Consistent

What Experience Does Your Customer Receive?

Understand Moments of Truth (MOTs) - Map Touch Points

How Can You Make Every Interaction Delightful

# 7

Customer Activity CycleCustomer Activity Cycle(Consumer Wanting (Consumer Wanting

To Renovate)To Renovate)

B.E. Consistent

Need

Buying

Inspirat ion & Ch oice Se lectionCu

stom

er R

elat

ions

hip

Planning

Shortlist

Building

Enjoyment

Print

Web

Tradeshow

Brochure

Social

Vehicle

Uniform

CertifiedSystem

Social

Customer Activity CycleCustomer Activity Cycle(IKEA Home Improvement)(IKEA Home Improvement)

Social

Radio

Social

Thinking aboutrenovating

TV

Looking forinspiration

Social

Catalogue

Deciding onoptions

Purchasing Product

Store

Designer

Self selection

Setting up product

Childcare

Restaurant

Enjoy your home

Focus on Your Strengths!

B.E. Consistent

Customer Activity CycleCustomer Activity Cycle(Buying A Starbucks Coffee)(Buying A Starbucks Coffee)

Free wifi

Print

Free itune

Need a beverage

Decide on options

Think about next experience

Enjoying Product

Relaxing Environment

Waiting forbeverage

Waiting forbeverage

Storefront

customized

Radio

TVPrint

VarietyOf

compliments

B.E. Consistent

Ask Yourself…What Is Driving My Customer To Their Next Positive Experience?

Starbucks Business Plan

Today

$1.35

Tomorrow

$4.75

Achievable

B.E. Transparent

Ensure that you “Walk the Talk”:

Live your positioning

When mistakes happen, be honest

When unable to meet customers opportunities with current solutions set, be open

Create a collaborative partnership

# 8

B.E. Transparent

Launched in June, the Our Food, Your Questions program invites any Canadian to ask any question whatsoever about McDonald’s food on a special website.

To ask a question, visitors must connect with Twitter or Facebook. This ensures higher social visibility and an increased opportunity for answers to go viral.

Results:•Over 16,000 questions have been asked

•Close to 10,000 questions have been answered

•McDonald’s trust scores have increased by almost 20%

B.E. Transparent – Online Reviews

source: mackcollier.com, Bazaarvoice

80%

555%

80% of people that review products online give a 4 out of 5 rating

Percent increase of QuickBook Pro Advisors with reviews vs those with none

Complaints Are Gifts

B.E. Authentic

Help Even If There Is No Sale:

View a Customer as more than a sale

Build a lifelong partnership in which you can grow together

# 9

B.E. Authentic

Fair

Time Starved

Family Friendly

DiscerningTaste

B.E. Authentic

source: mackcollier.com, Think Like A Rockstar

B.E. Authentic

Market A Market B Market C Market D Market E Market F

B.E. Authentic

Vital Few


B.E. Authentic

Trivial Many


B.E. Integrated

B.E.B.E.

Relevant

Transparent

Valuable

Noticeable

Consistent

Leader

Integrated

Truthful

GenuineDirect

# 10

B.E. Integrated

B.E.B.E.

People

Price

Promotion

Process

Product

Placement

P-OffP-Off

B.E. Integrated

ABC Inc.ABC Inc.

Brochures

Advertisement

Tradeshow

DisplayVehicle

Consistency:• Tone• Messaging• Imagery

B.E. Integrated – Experience Matters

source: helpscout.net

9/10 US Consumers say they would pay more for superior Customer experience

78% of customers have bailed on an intended transaction because of a poor experience

86%In 2011, 86% of consumers quit doing business with a company due to a poor transaction or service experience (vs. 59% in 2007)

80%Of Customer Service related tweets on Twitter are negative or critical of the brand in question, a large majority of customers expect a reply in an hour.

B.E. Integrated - Storyscaping

Consistency:• Tone• Messaging• Imagery

B.E.

Promotions

Literature

Product

CaseStudies

SEM

FeatureProduct

Lunch N

Learns

Associations

Catalogue

Advertising

Customer Experience

¹

¹ source: Storyscaping, Legorburu & McColl

Go back and take a

hard look

at your business:

- Who’s your audience?

- What’s unique about

you and your business?

- What’s your approach?

- Do you know what

your Customers’ opportunities

are?

- Take swings?- Most Importantly…

TELL YOUR STORY

- What’s are you trying to

achieve?

@mktngjnky

Linkedin.com/marketingjunky

marketingjunky.wordpress.com

Suresh Parmachand

Top 10 Ways to Convert Top 10 Ways to Convert Prospects to PartnersProspects to Partners