Call us: 08453 707 024 or visit: www.weareoctopusgroup.netwww.weareoctopusgroup.net | www.inflexion-point.com 1

Implementing a

Structured Approach to

Customer Acquisition

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4 Critical Priorities

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Customer

Intimacy

Understanding

what they really

care about…

…and knowing

what you can

do to help

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Market

Intimacy

Organisational

Intimacy

Stakeholder

Intimacy

3 Layers of Intimacy…

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Market

Intimacy

Market Dynamics

Market Trends

Legislation

Regulation

Competition

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Market

Intimacy

Organisational

Intimacy

Market Share

Competitive

Position

Leader/Follower

SystemsInitiatives

Market Dynamics

Market Trends

Legislation

Regulation

Competition

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Market

Intimacy

Organisational

Intimacy

Stakeholder

Intimacy

Roles

Responsibilities

Goals

Influence

Relationship

Market Share

Competitive

Position

Leader/Follower

SystemsInitiatives

Market Dynamics

Market Trends

Legislation

Regulation

Competition

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2 Approaches to Market Segmentation…

Establish the Borders Highlight the Hotspots

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Ideal Customer Profiles

Target Organisations

Demographic Characteristics

• Size, Sector and Location…

Structural Characteristics

• Long-term attractiveness…

Situational Characteristics

• Short-term attractiveness…

Behavioural Characteristics

• Chances / Ease of doing

business…

Key Stakeholders

• Typical job titles

• Role in the decision process

• Key priorities and challenges

• What matters to them

• Cost of Inaction

• Our value to them

• What sets us apart

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Macro Insights

Things that are generally true

for your target markets

Micro Insights

Things that are specifically

important to your prospects

+

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A Flawed Analogy…

Artisans

AutomatonsNOT

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Customer Acquisition System

Satisfied

with the

Status Quo

Open to the

possibility

of change

Deciding

whether

they need

to act

Defining

their

decision

criteria

Selecting

the best

available

option

Validating

their

decision

Customer

A buying process, not a selling process

Stages defined by the evolution of the buying decision process

Progress measured by the buyer’s behaviour and not sales activity

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Buyer-defined Milestones

Satisfied

with the

Status Quo

Open to the

possibility

of change

Deciding

whether

they need

to act

Defining

their

decision

criteria

Selecting

the best

available

option

Validating

their

decision

Customer

A credible contact

with an active

interest

A clear need that

we can satisfy

really well

A compelling

reason to take

action

Favourable

decision process

and criteria

Told we have been

selected – finalise

terms

We receive a valid

bookable purchase

order

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Aligned Activities

Satisfied

with the

Status Quo

Open to the

possibility

of change

Deciding

whether

they need

to act

Defining

their

decision

criteria

Selecting

the best

available

option

Validating

their

decision

Customer

During each stage…

The Prospect’s Perspective

❯ What are their priorities?

❯ What do they need to know?

❯ Where are they getting their information?

❯ What do they expect of us?

❯ How will they decide whether to proceed?

❯ What could hold them back?

Our Perspective

❯ What are our priorities?

❯ What do we need to know?

❯ How can we get the information?

❯ What we expect of them?

❯ How will we decide whether to proceed?

❯ What could hold us back?

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Aligned Activities

Satisfied

with the

Status Quo

Open to the

possibility

of change

Deciding

whether

they need

to act

Defining

their

decision

criteria

Selecting

the best

available

option

Validating

their

decision

Customer

Call us: 08453 707 024 or visit: www.weareoctopusgroup.netwww.weareoctopusgroup.net | www.inflexion-point.com 16

3 levels of intimacy

Hotspots not boundaries

Macro insights<>micro insights

Artisans not automatons

Easy buy not hard sell

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Inflexion-Point Revenue Growth Architecture

Pro

spe

cts

Cu

sto

mers

Continuous Learning

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Revenue Growth Architects

Transforming Sales Effectiveness

visit www.inflexion-point.com