The Sales Process…s3.amazonaws.com/kcmcontent/webinars/zmot/ZMOT.pdf · The Sales Process…...
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Transcript of The Sales Process…s3.amazonaws.com/kcmcontent/webinars/zmot/ZMOT.pdf · The Sales Process…...
The Sales Process…
Person-To-Person MEETING
The ExperienceSTIMULUSTo BUY
The Salesman
10 Years Later
The Sales Process…
Person-To-Person MEETING
The ExperienceSTIMULUSTo BUY
“When consumers hear about a product today, their first reaction is
‘Let me search online for it.’ And so they go on a journey of discovery: about a product, a service, an issue, an opportunity." - Rishad Tobaccowala,
Chief Innovation Officer VivaKi
ZMOTZero Moment Of Truth
The Sales Process…
Person-To-Person MEETING
The ExperienceSTIMULUSTo BUY
ONLINE SEARCH
Multiple studies have shown that roughly
70% of the buying decisionis now made before the prospect ever talks to a sales person face to face –and this number is growing daily.
70%
What makes a Zero Moment Of Truth?
1.) It happens online — typically starting with a search on Google, Bing, Yahoo or any other search tool or engine.
2.) The consumer is in charge, pulling the information she wants rather than having it pushed on her by others.
3.) It’s emotional. The consumer has a need she wants to satisfy, and an emotional investment in finding the best solution.
“If you’re available at the Zero Moment of Truth, your customers will find you at the very moment they’re thinking about buying, and also when they’re thinking about thinking about buying.”
76%
84%
77%
50%
55%
60%
65%
70%
75%
80%
85%
Stimulus to Buy ZMOT Face to Face Meeting
Moving consumers from undecided to decided…
Does this happen in REAL ESTATE?
The Sales Process…
Person-To-Person MEETING
The ExperienceSTIMULUSTo BUY
The Sales Process…
Person-To-Person MEETING
The ExperienceSTIMULUSTo BUY
ONLINE SEARCH
According to Google, 2 of 3 people searching
for a prospective agent research them
“extensively online prior to working with them".
The Sales Process…
Person-To-Person MEETING
The ExperienceSTIMULUSTo BUY
ONLINE SEARCH
76%
84%
77%
Stimulus to Buy ZMOT Face to Face Meeting
Moving consumers from undecided to decided…
What makes a Zero Moment Of Truth?
1.) It happens online —typically starting with a search on Google, Bing, Yahoo or any other search tool or engine.
“Create content that
is meant to help
your customers,
not sell to them.”- Marketo
What makes a Zero Moment Of Truth?
2.) The consumer is in charge, pulling the information she wants rather than having it pushed on her by others.
“When you freely
give your audience
something so valuable
that they’d be willing
to pay for it, you
build trust –which, ultimately, is your
- Marketo
most powerful
selling tool.”
47%
63%
52%
63%
2013 2015
Facebook Twitter
% of Americans who get their news from…
Pew Research Center 7/2015
Building Trust is Crucial
“Weary of misinformation, people are
making integrity a new form of
competitive advantage…
More important than ever to building
brand equity and differentiation,
trust has become a
precious commodity.”
Ford
What makes a Zero Moment Of Truth?
3.) It’s emotional. The consumer has a need she wants to satisfy, and an emotional investment in finding the best solution.
Jay Baer, Convince & Convert:
CONTENTis the
is the
SOCIAL MEDIA
“Images and photos are the most important tactic in
optimizing social media posts.”- Marketing Mentor
“We consistently see social network posts with photos getting 60% more
likes and comments on average than posts
without photo content.”
- Bo Moody, VP at Beyond
60%MORE
Likes & Comments
18%
89%
150%
More Clicks More Favorites More Retweets
Tweets with images receive…
87%
4% 4% 3% 2%
Photo Link Album Video Status
Facebook posts with photos saw the most engagement—accounting for a whopping
87% of total interactions
"Consumers share a brand’s content because they find it valuable to themselves and peers.
If continual value is provided, it leads to continual sharing, and both the brand and consumer benefit." - Edelman study
Putting it all together…
Don’t sell anything. Instead earn the awareness, respect and trust of those who might buy.
- Rand Fishkin, Author of The Art of SEO
“Value comes in the form of information and assistance. You want to establish a position where people see - through your social media efforts - that you know what you’re doing and are helpful…
The point is to make yourself useful and valuable. To build credibility; to build trust…
And when people think about listing their home, they’ll consider you.”
Guy Kawasaki
The Sales Process…
Person-To-Person MEETING
The ExperienceSTIMULUSTo BUY
ONLINE SEARCH
