Never cold call again: Using CRM to understand Buyology.
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Transcript of Never cold call again: Using CRM to understand Buyology.
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Never Cold Call Again
Presented by Erik Vermeulen.
Oracle, Nairobi, February 2011
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What comes to mind when you see.....
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What?StrapColourShapeNumbers
Why?
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Who to talk to.....
Connectors
Mavens
Salesmen
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Reasons For Losing Customers
• 1% Die• 3% Move• 5% Buy from friends• 9% Prefer a different product• 14% Unresolved service problems• 68% Because they feel that
employees are disinterested in giving service
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Top 10 Customer Expectations
• Be Accessible• Treat me courteously• Be responsive to what I need and
want• Do what I ask promptly• Don’t make me deal with poorly
trained employees
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Customer Expectations (cont.)
• Tell me what to expect• Meet your commitments• Do it right the first time• Be socially responsible• Be ethical
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Service = Experience - Expect
The Service Equation
CRM
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The Service EquationPeople expect only two things1. That you know they are there2. That they made the right choice by coming to you to satisfy the need
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Lesson #1
Service aboveeverything else
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There are many ways to skin a cat…..
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Lesson #2
Advocacy beatsSelling
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Lesson #3Understand that
consumers areirrational
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X9 Factor
Trinitron
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Lesson #4
Create Mystery
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Lesson #5
Ruthlessly give away free
information
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Lesson #6
Be authentic and congruent
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Follow me on Facebook: Erik VermeulenFollow me on Twitter: ErikMVermeulenE-mail: [email protected]: www.erikvermeulen.com
Never Cold Call Again
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