Post on 27-Nov-2014
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How to Sell to theUnpredictable Customer{embrace The Responsive Method}
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Customers were once predictable
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They worked in an office
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They got magazines
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They trusted vendors
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Organizational structure and hierarchy defined how they purchased
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The Great Recession changed everything
• All industries impacted• Broad job loss• Freeze in IT
spending• Corresponding
collapse of traditional business media• Emergence of lean
approaches to everything
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Customers are now unpredictable, on the go, and stretched to keep up…
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…but they are better connected, more versatile, and well informed
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But it’s highly unsatisfying and unlikely to generate a loyal following (of humans)
We have entered anew era and a new approach
is needed
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Where those who are most accessible and respond fastest will be most rewarded
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re spon siveadjective
:reacting quickly and positively
Welcome toThe Responsive Method
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Interactions with urgency are what propel people and organizations forward
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But it’s highly unsatisfying and unlikely to generate a loyal following (of humans)
Velocity plus four skills define
The Responsive Methodfor selling to the
unpredictable customer
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1. Predict the future
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Be where your customer is going
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It’s time for Content Bingo. Where will your customer land?
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2. Talk you
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You can sell one big idea. Know your sentence.
Customers buy our product because ______________________.
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Make it:Short.Unique.Personal.
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3. Welcome interrupts
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Most people are taught to try to tune out distractions rather than being open to them…
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But it’s highly unsatisfying and unlikely to generate a loyal following (of humans)
… but, a potential customer needs something from you right now
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But it’s highly unsatisfying and unlikely to generate a loyal following (of humans)
And does not care if it comes from Marketing or Sales
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But it’s highly unsatisfying and unlikely to generate a loyal following (of humans)
4. Know thyself
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Look at what you have done and whether it’s good
(aka measure it)
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Compressed response time = accelerated value + satisfaction for everyone
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Your customer is waiting. Somewhere.Go now.
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This is The Responsive Method
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Aha! is the world’s #1 product roadmap software
Create brilliant go-to-market plans and visual roadmaps
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All product and company names and logos in this presentation are trademarks of their respective owners.