CFIRST C LA SS EDUCA TO RS

EFHOSTED BY

Can  You  Hear  Me  Now?  Are  your  Customers  Hearing  What  You  Are  Saying?  

Glenn  Pasch,  CEO  PCG  Digital  Marke6ng  Marc  McGurren,  Partner  PCG  Consul6ng  

CFIRST C LA SS EDUCA TO RS

EFHOSTED BY

CFIRST C LA SS EDUCA TO RS

EFHOSTED BY

CFIRST C LA SS EDUCA TO RS

EFHOSTED BY

The  4  Styles  of  Communica6on  

CFIRST C LA SS EDUCA TO RS

EFHOSTED BY

The  Dominator  

•  Blunt  &  to  the  point  •  BoBom  line  aCtude  •  Seeks  to  CONTROL  nego6a6on  •  Do  not  want  your  input  •  Not  interested  in  making  friends,  this  is  a  business  transac6on  

•  Presidents  &  CEO’s  

CFIRST C LA SS EDUCA TO RS

EFHOSTED BY

•  Appeal  to  them  by:  – Being  respecJul  of  their  ideas  – Focusing  on  the  facts  rather  than  person  – Bring  evidence  – Being  quick,  focused,  and  to  the  point  – Showing  them  how  they  can  succeed  

The  Dominator  

CFIRST C LA SS EDUCA TO RS

EFHOSTED BY

The  Conversa6onalist  

•  Very  expressive  •  Fun-­‐loving  •  A  bit  impulsive  •  Seek  ACTION  &  EXCITEMENT  •  Love  to  talk  •  Will  be  your  friend  

CFIRST C LA SS EDUCA TO RS

EFHOSTED BY

•  Appeal  to  them  by:  – Being  social  and  friendly  – Build  rela6onship  with  them  – Allowing  them  to  talk  – Don’t  spend  too  much  6me  in  details  – Photos  and  videos  are  very  impacJul  

The  Conversa6onalist  

CFIRST C LA SS EDUCA TO RS

EFHOSTED BY

The  Safe  &  Structured  

•  Even  tempered  •  Avoids  conflict  •  Can  come  across  as  soU  spoken  •  Seeks  to  PLEASE  people  •  Goes  with  majority  •  Needs  to  feel  “warm  &  fuzzy”  about  decisions  •  TAKES  THEIR  TIME  

CFIRST C LA SS EDUCA TO RS

EFHOSTED BY

•  Appeal  to  them  by:  – Being  genuinely  interested  in  them  – Give  them  6me  to  adjust  to  change  – Clearly  define  goals  for  them  – Avoid  hurrying  and  pressuring  (kid  gloves)  – Presen6ng  new  ideas  carefully  – Having  strong  reputa6on  management  (show  them  what  others  are  saying)  

The  Safe  &  Structured  

CFIRST C LA SS EDUCA TO RS

EFHOSTED BY

The  Calculator  

•  VERY  analy6cal  •  Methodical  – Like  spreadsheets  

•  Seek  LOGICAL  ORDER  •  Poten6ally  knows  more  than  you  •  Accountants,  Engineers    

CFIRST C LA SS EDUCA TO RS

EFHOSTED BY

•  Appeal  to  them  by:  – Being  prepared…no  ad-­‐libing  – Being  accurate,  logical,  &  using  clear  data  – Show  them  how  things  fit  into  the  bigger  picture  – Being  specific  in  disagreements  and  focus  on  facts  – Being  pa6ent,  persistent,  and  diploma6c  

The  Calculator  

CFIRST C LA SS EDUCA TO RS

EFHOSTED BY

CFIRST C LA SS EDUCA TO RS

EFHOSTED BY

How  Do  You  Know?  

•  You  are  at  a  disadvantage  trying  to  communicate  with  just  wriBen  words  

•  In  person,  you  can  read  body  language,  facial  expressions,  like  and  dislikes  

•  But  with  just  email,  you  will  have  to  try  and  appeal  to  all  personality  types  with  the  messages  you  send  

CFIRST C LA SS EDUCA TO RS

EFHOSTED BY

The  Goal  

•  Get  more  customers  to  contact  you  back  •  The  more  contacts  you  make,  the  more  appointments  you  can  set,  and  the  more  deals  you  can  rack  up  

CFIRST C LA SS EDUCA TO RS

EFHOSTED BY

Recommended  Contact  Schedule  

•  Day  0  –  Ini6al  Contact  with  pricing  and  availability  

•  Day  0  –  Why  Buy  From  Me?  •  Day  1  –  Manager  Thank  You  •  Day  2  –  Why  Buy  this  Make?  •  Day  3  –  Why  Buy  Here?    

CFIRST C LA SS EDUCA TO RS

EFHOSTED BY

CFIRST C LA SS EDUCA TO RS

EFHOSTED BY

Why  Buy  From  Me  

CFIRST C LA SS EDUCA TO RS

EFHOSTED BY

Manager  Thank  You  

CFIRST C LA SS EDUCA TO RS

EFHOSTED BY

Day  2  –  Why  Buy  this  Make?    

CFIRST C LA SS EDUCA TO RS

EFHOSTED BY

Day  3  –  Why  Buy  Here?    

CFIRST C LA SS EDUCA TO RS

EFHOSTED BY

Summary  

•  Focus  on  Overall  message  •  Listen  to  wht  they  are  asking  •  Tailor  each  message  based  on  type  •  Respond  quickly  and  effec6vely  •  Process  is  king  •  Accountability  follow  up  

CFIRST C LA SS EDUCA TO RS

EFHOSTED BY

CFIRST C LA SS EDUCA TO RS

EFHOSTED BY

– Office:  732.450.8200  –   glenn@pcgmailer.com  – marc@pcgmailer.com  – @marcmcgurren  – @sidebysidecoach  – www.glennpasch.com