targeting and profiling customers and vendors online ecademy, hoover’s, google, linkedin, openbc,...
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Targeting and Profiling Customers and Vendors Online
ecademy, HOOVER’S, Google, LinkedIn, openBC, ryze & spoke…
Targeting
• Sales cycle = A series of conversations between the seller and the buyer(s)
Targeted Conversations
Targeting
• Emphasis is on the buyer (someone qualified and empowered to buy)
Targeted Conversations
Targeting
• Identify the title or function of the prospect– Christopher Hurtado
President and CEO
Targeted Conversations
Targeting
• Buying cycle begins when buyer shares a goal your offering can help achieve
Targeted Conversations
Targeting
• You can do it from memory, because you encounter the same job titles sale after sale
Targeted Conversations
Targeting
• "What are the typical job titles or job functions of the decision makers and influencers your salespeople will have to have meaningful conversations with?"
Titles Plus Goals Equals Targeted Conversations
Targeting
• "Who is in a position to cost-justify, fund, buy, and implement your products and services?"
Titles Plus Goals Equals Targeted Conversations
Targeting
• 1. List your vertical industries (even if you have horizontal offerings)– High tech– Medical– Health Care– Legal
Titles Plus Goals Equals Targeted Conversations
Targeting
• 1. List your vertical industries (even if you have horizontal offerings)
• 2. For each industry list titles (or functions)
Titles Plus Goals Equals Targeted Conversations
Targeting
• "For each of these job titles, what goals or business objectives should they have in that function?"
Titles Plus Goals Equals Targeted Conversations
Targeting
• "Which of those goals are addressable through the use of your offering?“– Translation– Interpretation– Foreign Language Instruction– Cross-cultural Training
Titles Plus Goals Equals Targeted Conversations
Targeting
• "Which of those goals are addressable through the use of your offering?“– Make sure your list is replete with goals your company's
offering helps the particular title achieve
Titles Plus Goals Equals Targeted Conversations
Targeting
• "Which of those goals are addressable through the use of your offering?“– Make sure your list is replete with goals your company's
offering helps the particular title achieve– Make sure the goal is monetarily based - financial benefit
will ensure offering can be cost justified
Titles Plus Goals Equals Targeted Conversations
Targeting
• A merged list of job titles with associated goals sets the stage for Targeted Conversations
Titles Plus Goals Equals Targeted Conversations
Striker (Forward)
Targeting
• The Four Components of SDPs– Offering: Translation
Solution Development Prompters (SDPs)
Targeting
• The Four Components of SDPs– Offering: Translation– Industry
Solution Development Prompters (SDPs)
Targeting
• The Four Components of SDPs– Offering: Translation– Industry: Fortune 500
Solution Development Prompters (SDPs)
Targeting
• The Four Components of SDPs– Offering: Translation– Industry: Fortune 500– Title
Solution Development Prompters (SDPs)
Targeting
• The Four Components of SDPs– Offering: Translation– Industry: Fortune 500– Title: HS&E Manager
Solution Development Prompters (SDPs)
Targeting
• The Four Components of SDPs– Offering: Translation– Industry: Fortune 500– Title: HS&E Manager– Goal
Solution Development Prompters (SDPs)
Targeting
• The Four Components of SDPs– Offering: Translation– Industry: Fortune 500– Title: HS&E Manager– Goal: Improve Safety
Solution Development Prompters (SDPs)
Targeting
• Position your offering in a way that is targeted on a specific conversation
Solution Development Prompters (SDPs)
Translation & Localization
Targeting
• Position your offering in a way that is targeted on a specific conversation– Identify relevant features
Solution Development Prompters (SDPs)
Targeting
• Position your offering in a way that is targeted on a specific conversation– Identify relevant features– Eliminate irrelevant ones
Solution Development Prompters (SDPs)
Targeting
• Usage Scenarios– Event: When traveling to Brazil– Question
Solution Development Prompters (SDPs)
Targeting
• Usage Scenarios– Event: When traveling to Brazil– Question: Would it be helpful if
Solution Development Prompters (SDPs)
Targeting
• Usage Scenarios– Event: When traveling to Brazil– Question: Would it be helpful if– Player
Solution Development Prompters (SDPs)
Targeting
• Usage Scenarios– Event: When traveling to Brazil– Question: Would it be helpful if– Player: You
Solution Development Prompters (SDPs)
Targeting
• Usage Scenarios– Event: When traveling to Brazil– Question: Would it be helpful if– Player: You– Action
Solution Development Prompters (SDPs)
Targeting
• Usage Scenarios– Event: When traveling to Brazil– Question: Would it be helpful if– Player: You– Action: Had someone with you to interpret for you so that
you could understand and be understood by those around you?
Solution Development Prompters (SDPs)
Targeting
• Sequence of Usage Scenarios– Driven by the order in which the buyer would likely
encounter them
•1•2•3
Solution Development Prompters (SDPs)
ProfilingDemographics
HS&E Security Legal Bus. Dev.
Oil & Gas Yes Yes Yes Yes
Healthcare
Yes
Entertain-ment
Yes
Profiling
• Web Analytics– Awstats– Webalizer– Webalizer Ftp– Subdomain Stats– Latest Visitors
Behavior
Targeting and Profiling Customers and Vendors Online
ecademy, HOOVER’S, Google, LinkedIn, openBC, ryze & spoke…
Q&A
• My contact info:– Linguistic Solutions
Christopher HurtadoPresident and CEOchristopher.hurtado@linguisticsolutions.comP.O. Box 460015Houston, TX 77056-8015tel: +1 (281) 658-6002fax: +1 (832) 201-7608mobile: +1 (281) 658-6002IM: cpaulhurtado@hotmail.comhttp://www.linguisticsolutions.com
(Questions & Answers)
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