5 considerations for your customer engagement strategy considerations_handout.pdf · strategy ellen...
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5 CONSIDERATIONS
FOR YOUR CUSTOMER
ENGAGEMENT
STRATEGY Ellen Barnes-Pfiffner
Consultant, EBP Business Consulting
“My team and I enjoyed the trip. It (The
Briefing) built trust and showed us the
depth of (the host company’s)
capabilities.”
ABPM MCS 2016 external customer
WHEN IS THE BEST TIME TO HAVE A BRIEFING? Identification
Needs Awareness
Information Gathering
Evaluation of Specific
Solutions
Evaluation of Vendors
Finalize the Buying
Decision
Vendor Support Post
Purchase
5 CONSIDERATIONS
I. Product/Solution
II. Sales
III. Customer, Prospect or Suspect
IV. EBC Resources
V. Customer Journey
Content: ABPM MCS, Video, Discussion, EBP Research, Best Practices
I
Identification Needs Awareness
Information Gathering
Evaluation of Vendors
Evaluation of Vendors
Finalize the Buying
Decision
II
WHAT IS SALES ENGAGEMENT?
• Sales engagement is about getting the
right customer in the right seat at the
right time” Ellen Barnes Pfiffner EBP Business Consulting
WHAT DO ACCOUNT MANAGERS CARE ABOUT?
COMPONENTS
Revenue and Margins Targeted Products and
Services
Retention Competitive Barriers
Compensation
HOW IS YOUR SALES ORGANIZATION
STRUCTURED ?
HOW TO ENGAGE
III
Decision Analyst
14
External Customers: Rate the usefulness of each of the following
for information on solutions for your business
Base: Respondents Who Answered
Q30. You have access to a variety of interactive sources for information regarding solutions that benefit your business. Please rate the usefulness of each of the following. (SR)
Aggregate: External Study
4.3
3.3
3.8
4.0
3.3
3.7
3.7
3.7
3.7
3.2
3.1
4.3
3.3
3.7
3.9
3.3
3.8
3.8
3.7
3.6
3.2
3.1
4.1
3.1
3.5
3.7
3.2
3.7
3.7
3.5
3.7
3.2
2.9
1 2 3 4 5
Executive Briefings
Trade Shows
Seminars
Conferences or Customer Forums
You Visit Sales Office
Sales Staff Visits You
Partners/Integrators
Industry Analysts/Consultants
Internet Websites
Webcasts
Social Networking*
2016 2015 2014
Not At All
Useful
Extremely
Useful
Finalize the Buying
Decision
WHEN TO HAVE A BRIEFING
Information Gathering
Id Needs Awareness
Suspect……………………….
Prospect……………………………………………..
Evaluation of Vendors
..............................………………..Customer………………………
Vendor Support Post
Purchase
Evaluation of Specific
Solutions
IV
QUALIFY A BRIEFING REQUEST
• Purpose
• Decision Maker
• C-Level
• 30 Days in advance
• Customer, Prospect, Suspect, Other?
• Opportunity – Current Spend
Decision Analyst
External Customers: Rate the importance and performance of these briefing elements
Base: Respondents Who Answered
Q24. Please rate the importance and (Sponsor’s) performance of each item. (SR)
Aggregate: External Study
Lowest Highest
4.0
4.1
3.7
4.3
3.8
3.9
4.0
4.0
4.0
4.2
4.0
4.3
4.2
4.0
4.2
3.8
4.3
4.3
4.0
4.3
4.2
4.4
4.1
4.0
4.2
4.3
1 2 3 4 5
Customer Overviews Business Goals
Sponsor's Strategy/Direction
Customized Solutions Demonstrations
Knowledge of Discussion Leaders
Level of Discussion Leaders
Executive Involvement from Sponsor
Facilitator Actively Managed
Role of Sales Rep
Helpful Center Staff
Follow-up Actions
Customized Briefing Content
Relevance of Content
Presentation Skills Of Discussion Leaders
Importance
Perfromance
Importance Performance
Decision Analyst
19
External Customers: How successful was the briefing in building or strengthening your business relationship?
Base: Respondents Who Answered
Q5. An important goal of Executive Briefings is to build and strengthen continuing business relationships. How successful in accomplishing this goal was the Executive Briefing you attended? (SR)
Aggregate: External Study
Strengthen Bus. Relationships (% 4/5 Rating) ’06 ’07 ’08 ’10 ’11 ’12 ’13 ’14 ’15 ’16
Aggregate: 77% 82% 82% 83% 83% 87% 88% 87% 84% 88%
Customer Loyalty (% 5 Rating) ’06 ’07 ’08 ’10 ’11 ’12 ’13 ’14 ’15 ’16
Aggregate: 27% 31% 30% 39% 34% 43% 41% 40% 38% 45%
50% 51% 52% 44% 49% 44% 47% 47% 46% 43%
27% 31% 30% 39% 34% 43% 41% 40% 38% 45%
77% 82% 82% 83% 83% 87% 88% 87% 84% 88%
2006 2007 2008 2010 2011 2012 2013 2014 2015 2016
4 Rating 5 Rating N=306
CUSTOMER JOURNEY
V
“We believe that forming personal,
emotional connections with our
customers is the best way to provide
great service.” Zappos CEO Tony Hsieh
CUSTOMER TOUCHPOINTS
Branding Tradeshow Account Teams
Seminars EBCs Installation
Marketing Sales Operations
Advance Sales Cycle Lead Generation Qualify
COLLABORATION
• Customer journey
• EBC Advisory Board
• Agenda
• Shared objectives and measurements
Collaboration is a Contact Sport
5 CONSIDERATIONS
I. Product/Solution
II. Sales
III. Customer, Prospect or Suspect
IV. EBC Resources
V. Customer Journey
CONTACT INFO
Ellen Barnes Pfiffner • Ellen@ebpbusinessconsulting.com
• www.ebpbusinessconsulting.com
• (214) 789-3571
26
June 2, 2017 Workshop – Waltham, MA June 27, 2017 Measurements Executives Embrace- Paris June 27-June 29, 2017 European Conference - Paris October 16-20, 2017 Fall Workshop Series - Austin
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