High-Tech High Touch Selling

Customer Relationship Management(CRM)

CRM Defined:

CRM Defined:

The strategies, processes, people and technologies used by companies to successfully attract and retain customers for maximum corporate growth and profit.

Clock Partners

Clock PartnersClive

Julie

Mark

Joe

Discussion:

Discussion:

Clock Partners - Interview each other:

Discussion:

Clock Partners - Interview each other:

What companies do you buy from that provide an extraordinary offering or customer experience?

Discussion:

Clock Partners - Interview each other:

What companies do you buy from that provide an extraordinary offering or customer experience?

What are some some of the ways they interact with you as a client that you like?

Discussion:

Clock Partners - Interview each other:

What companies do you buy from that provide an extraordinary offering or customer experience?

What are some some of the ways they interact with you as a client that you like?

Can you think of both a High-Tech example and a High-Touch one?

The High-Touch Hourglass

High-Tech/High-Touch Selling ©2004 C.Rispin & I.Frangi Page 3

1. The Hourglass Sales System

Systems create certainty. Selling is about skills and systems. The skills to interacteffectively with your client and the systems to replicate success. As a sales personyou need a system that tracks your target market, leads, prospects, presentations,business signed, repeat sales, additional sales and share of customer spend.

A Sales Funnel isn’t enough. Traditionally sales people have been taught that theselling process is a funnel and typically the filtering process looks like: leads:prospects: presentations: closed sales. (See figure). At each stage the number in eachsuccessive group reduces until you close a sale. This is the end of the funnel. Thebusiness is closed. Time to find another lead. The view that the process is a funnel isa potentially dangerous and costly misconception due to its very limiting nature.

A High Touch salesperson has a very different perspective.

The High Touch Selling System is an Hourglass. Whena High Touch sale is made it’s the end of the gettingprocess and the beginning of the growing process. (Seefigure.) You learn a great deal about your client whenmaking a sale. Would you knowingly want to wastesuch a huge opportunity? Of course not.

Jack Welch former CEO of GE said “We have only twosources of competitive advantage: the ability to learnmore about our customers faster than the competitionand: the ability to turn that learning into action fasterthan the competition.” High Touch Selling is aboutturning the learning into action.

High Touch sales activity now focuses on developingthe client relationship and the range of businesstransacted. The goal is to grow the amount of businesswith each client and expand the results. Now theprocess looks like an hourglass.

The Sales Funnel tracks getting the business. The Hour Glass Selling System adds thetracking of getting & growing the business. We’ve moved from share of market –how many clients we have - to share of client – how much of the client’s total spendin our market we have.

Leads

Prospects

Presentations

Pending

Sale

Clients

Most GrowableClients

Most Valuable Clients

The High-Touch Hourglass

High-Tech/High-Touch Selling ©2004 C.Rispin & I.Frangi Page 3

1. The Hourglass Sales System

Systems create certainty. Selling is about skills and systems. The skills to interacteffectively with your client and the systems to replicate success. As a sales personyou need a system that tracks your target market, leads, prospects, presentations,business signed, repeat sales, additional sales and share of customer spend.

A Sales Funnel isn’t enough. Traditionally sales people have been taught that theselling process is a funnel and typically the filtering process looks like: leads:prospects: presentations: closed sales. (See figure). At each stage the number in eachsuccessive group reduces until you close a sale. This is the end of the funnel. Thebusiness is closed. Time to find another lead. The view that the process is a funnel isa potentially dangerous and costly misconception due to its very limiting nature.

A High Touch salesperson has a very different perspective.

The High Touch Selling System is an Hourglass. Whena High Touch sale is made it’s the end of the gettingprocess and the beginning of the growing process. (Seefigure.) You learn a great deal about your client whenmaking a sale. Would you knowingly want to wastesuch a huge opportunity? Of course not.

Jack Welch former CEO of GE said “We have only twosources of competitive advantage: the ability to learnmore about our customers faster than the competitionand: the ability to turn that learning into action fasterthan the competition.” High Touch Selling is aboutturning the learning into action.

High Touch sales activity now focuses on developingthe client relationship and the range of businesstransacted. The goal is to grow the amount of businesswith each client and expand the results. Now theprocess looks like an hourglass.

The Sales Funnel tracks getting the business. The Hour Glass Selling System adds thetracking of getting & growing the business. We’ve moved from share of market –how many clients we have - to share of client – how much of the client’s total spendin our market we have.

Leads

Prospects

Presentations

Pending

Sale

Clients

Most GrowableClients

Most Valuable Clients

The High-Touch Hourglass

Typical Sales Funnel:

High-Tech/High-Touch Selling ©2004 C.Rispin & I.Frangi Page 3

1. The Hourglass Sales System

Systems create certainty. Selling is about skills and systems. The skills to interacteffectively with your client and the systems to replicate success. As a sales personyou need a system that tracks your target market, leads, prospects, presentations,business signed, repeat sales, additional sales and share of customer spend.

A Sales Funnel isn’t enough. Traditionally sales people have been taught that theselling process is a funnel and typically the filtering process looks like: leads:prospects: presentations: closed sales. (See figure). At each stage the number in eachsuccessive group reduces until you close a sale. This is the end of the funnel. Thebusiness is closed. Time to find another lead. The view that the process is a funnel isa potentially dangerous and costly misconception due to its very limiting nature.

A High Touch salesperson has a very different perspective.

The High Touch Selling System is an Hourglass. Whena High Touch sale is made it’s the end of the gettingprocess and the beginning of the growing process. (Seefigure.) You learn a great deal about your client whenmaking a sale. Would you knowingly want to wastesuch a huge opportunity? Of course not.

Jack Welch former CEO of GE said “We have only twosources of competitive advantage: the ability to learnmore about our customers faster than the competitionand: the ability to turn that learning into action fasterthan the competition.” High Touch Selling is aboutturning the learning into action.

High Touch sales activity now focuses on developingthe client relationship and the range of businesstransacted. The goal is to grow the amount of businesswith each client and expand the results. Now theprocess looks like an hourglass.

The Sales Funnel tracks getting the business. The Hour Glass Selling System adds thetracking of getting & growing the business. We’ve moved from share of market –how many clients we have - to share of client – how much of the client’s total spendin our market we have.

Leads

Prospects

Presentations

Pending

Sale

Clients

Most GrowableClients

Most Valuable Clients

The High-Touch Hourglass

Typical Sales Funnel:

High-Tech/High-Touch Selling ©2004 C.Rispin & I.Frangi Page 3

1. The Hourglass Sales System

Systems create certainty. Selling is about skills and systems. The skills to interacteffectively with your client and the systems to replicate success. As a sales personyou need a system that tracks your target market, leads, prospects, presentations,business signed, repeat sales, additional sales and share of customer spend.

A Sales Funnel isn’t enough. Traditionally sales people have been taught that theselling process is a funnel and typically the filtering process looks like: leads:prospects: presentations: closed sales. (See figure). At each stage the number in eachsuccessive group reduces until you close a sale. This is the end of the funnel. Thebusiness is closed. Time to find another lead. The view that the process is a funnel isa potentially dangerous and costly misconception due to its very limiting nature.

A High Touch salesperson has a very different perspective.

The High Touch Selling System is an Hourglass. Whena High Touch sale is made it’s the end of the gettingprocess and the beginning of the growing process. (Seefigure.) You learn a great deal about your client whenmaking a sale. Would you knowingly want to wastesuch a huge opportunity? Of course not.

Jack Welch former CEO of GE said “We have only twosources of competitive advantage: the ability to learnmore about our customers faster than the competitionand: the ability to turn that learning into action fasterthan the competition.” High Touch Selling is aboutturning the learning into action.

High Touch sales activity now focuses on developingthe client relationship and the range of businesstransacted. The goal is to grow the amount of businesswith each client and expand the results. Now theprocess looks like an hourglass.

The Sales Funnel tracks getting the business. The Hour Glass Selling System adds thetracking of getting & growing the business. We’ve moved from share of market –how many clients we have - to share of client – how much of the client’s total spendin our market we have.

Leads

Prospects

Presentations

Pending

Sale

Clients

Most GrowableClients

Most Valuable Clients

The High-Touch Hourglass

Typical Sales Funnel:

The High-Touch Hourglass:

High-Tech/High-Touch Selling ©2004 C.Rispin & I.Frangi Page 3

1. The Hourglass Sales System

Systems create certainty. Selling is about skills and systems. The skills to interacteffectively with your client and the systems to replicate success. As a sales personyou need a system that tracks your target market, leads, prospects, presentations,business signed, repeat sales, additional sales and share of customer spend.

A Sales Funnel isn’t enough. Traditionally sales people have been taught that theselling process is a funnel and typically the filtering process looks like: leads:prospects: presentations: closed sales. (See figure). At each stage the number in eachsuccessive group reduces until you close a sale. This is the end of the funnel. Thebusiness is closed. Time to find another lead. The view that the process is a funnel isa potentially dangerous and costly misconception due to its very limiting nature.

A High Touch salesperson has a very different perspective.

The High Touch Selling System is an Hourglass. Whena High Touch sale is made it’s the end of the gettingprocess and the beginning of the growing process. (Seefigure.) You learn a great deal about your client whenmaking a sale. Would you knowingly want to wastesuch a huge opportunity? Of course not.

Jack Welch former CEO of GE said “We have only twosources of competitive advantage: the ability to learnmore about our customers faster than the competitionand: the ability to turn that learning into action fasterthan the competition.” High Touch Selling is aboutturning the learning into action.

High Touch sales activity now focuses on developingthe client relationship and the range of businesstransacted. The goal is to grow the amount of businesswith each client and expand the results. Now theprocess looks like an hourglass.

The Sales Funnel tracks getting the business. The Hour Glass Selling System adds thetracking of getting & growing the business. We’ve moved from share of market –how many clients we have - to share of client – how much of the client’s total spendin our market we have.

Leads

Prospects

Presentations

Pending

Sale

Clients

Most GrowableClients

Most Valuable Clients

Jack Welch, Ex-CEO of GE

Jack Welch, Ex-CEO of GE

“We have only two sources of competitive advantage: the ability to learn more about

our customers faster than the competition - and the ability to turn that learning into

action faster than the competition.”

Harvey Mackay

Harvey Mackay

“Humanise your selling strategy.”

The Mackay 66 - www.HarveyMackay.com

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The Mackay 66 Customer Profile

It's critical to have information about your customer. Armed with the right knowledge, you can outsell, outmanage, outmotivate and outnegotiate your competition. Knowing your customer means knowing what your customer really wants. Maybe it's your product, but maybe there is something else, too: recognition, respect, reliability, service, friendship, help - things all of us care more about as human beings than we care envelopes. Once you attach your personality to the proposition, people start reacting to the personality, and stop reacting to the proposition.

Use this questionnaire to develop a profile of each customer. Some of your resources for the information might include receptionists, suppliers, newspapers, assistants, trade publications, and the customers themselves. Look, listen, and learn all you can about the customer, both personally and professionally. You'll find topics for opening conversations, which can open doors for you and your company.

Date __________________________

Customer

1. Name

___________________________________________________________________________

Nickname

___________________________________________________________________________

2. Company name

___________________________________________________________________________

3. Address

___________________________________________________________________________

Home address

___________________________________________________________________________

1

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4. Telephone:

Business: __________________________

Home: __________________________

5. Birth date: _______________________

Place

___________________________________________________________________________

Hometown

___________________________________________________________________________

6. Height (approx.) _________________

Weight (approx.) _________________

Education

7. High school

___________________________________________________________________________

Year graduated ____________________

College

___________________________________________________________________________

Year graduated ____________________

8. College honors

___________________________________________________________________________

Degrees

___________________________________________________________________________

2

Clock Partners

Clock PartnersClive

Julie

Mark

Joe

Customer Database or CRM

Customer Database or CRM

An Essential Tool for High-Tech Selling

Customer Database or CRM

An Essential Tool for High-Tech Selling

What do you use?

Customer Database or CRM

An Essential Tool for High-Tech Selling

What do you use?

Do you love it? Hate it?

Customer Database or CRM

An Essential Tool for High-Tech Selling

What do you use?

Do you love it? Hate it?

How do you get info into it?

Customer Database or CRM

An Essential Tool for High-Tech Selling

What do you use?

Do you love it? Hate it?

How do you get info into it?

What do you wish you could do with it?

www.SalesForce.com

www.SalesForce.com

www.BatchBook.com

www.BatchBook.com

How do you get info into it?

How do you get info into it?

Data entry (yuk!)

How do you get info into it?

Data entry (yuk!)

Scanner (ok)

How do you get info into it?

Data entry (yuk!)

Scanner (ok)

Getting a Pulse

How do you get info into it?

Data entry (yuk!)

Scanner (ok)

Getting a Pulse

Enhancing you eMemory

How do you get info into it?

Data entry (yuk!)

Scanner (ok)

Getting a Pulse

Enhancing you eMemory

Social Networks

LiveScribe.com

LiveScribe.com

Evernote.com

Evernote.com

Evernote.com

www.ScanSnap.com

www.Linkedin.com

www.Linkedin.com

Managing Customer Expectations

Customer Satisfaction =

Managing Customer Expectations

Customer Satisfaction =Your Performance

Managing Customer Expectations

Customer Satisfaction =Your Performance

Customer Expectations

Extra-ordinary Service

What ordinary thing can you do that little bit extra that could delight your customers?

Extra-ordinary Service

What ordinary thing can you do that little bit extra that could delight your customers?

www.SendOutCards.com

Iven Frangi - www.CXM.com.au

Iven Frangi - www.CXM.com.au

“Give a customer an experience they can’t get anywhere else -

and they won’t go anywhere else.”

Field Trip Exercise

Go to the retail store that rules them all.

Steal their ideas and adapt them to your own business.

Yes, you can.

Has anyone already been there?

Trend Watching the Events Industry

Trend Watching the Events Industry

What’s the #1 Mega Marketing Trend that The Economist Magazine has picked for the last 2 years?

Reaching Global Executives:12Megatrends in B2B Marketing2009 Report

sked to rate the value of various marketing activities on a five-point scale, meetings/conferences and research/surveys top the list.

Today B2B providers view a broad array of sponsored programmes, such as conferences and white papers, as a valuable means of capturing attention and persuading decision makers.

This is not to say that traditional advertising has lost its appeal. Instead, the conclusion is that organisations seeking to promote their businesses are increasingly relying on a range of channels, including print.

Specifically, these cross-channel programmes engage, inform and motivate target markets across a broad range of both active (meetings, webcasts,

user communities) and passive (print) promotional channels.

The way forward is clearly a heavier reliance on creating a programme of thought leadership that takes advantage of multiple-entry-point messaging.

The shift to 360º thought leadership

1. How important are the following non-traditional categories of marketing activity to your organisation? (Mean score out of 5)

Meetings/conferences

Research/surveys

White papers, executive summaries, articles

Website advertising and sponsorship

Rankings, economic analysis and original content

Webcasts, podcasts and interactive forums

Source: 2006 sponsors survey (134 respondents)

3.76

3.85

3.61

3.40

3.25

3.01

1M E G A T R E N D O N E

2

A

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This isWhere Thought Leaders Operate

Thought Leadership Defined

Thought Leadership Defined• The term was first coined in 1994, by Joel Kurtzman,

editor-in-chief of the magazine, Strategy+Business

Thought Leadership Defined• The term was first coined in 1994, by Joel Kurtzman,

editor-in-chief of the magazine, Strategy+Business

• “Thought leaders are individuals or organisations that are recognised by peers, customers and industry experts as someone who deeply understand the business they are in, the needs of their customers, and the broader marketplace in which they operate.”

Thought Leadership Defined• The term was first coined in 1994, by Joel Kurtzman,

editor-in-chief of the magazine, Strategy+Business

• “Thought leaders are individuals or organisations that are recognised by peers, customers and industry experts as someone who deeply understand the business they are in, the needs of their customers, and the broader marketplace in which they operate.”

• “Thought leaders have a distinctively original idea, a unique point of view or an insight.”

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3'#4'&")'&#/'55'!""!#$%&!'()*+',"'-!$$%.-')',"'%.&,/&!'!"#$%"&'

()*+),-"./'6*,7)&.2%How would you rate the effectiveness of the following marketing vehicles in getting your attention? Mean Rating (N~344)

Speech or presentation at a conference or trade showCase studies describing successful customer solution implementations

Article in the business or trade pressInvitation to a Webinar, seminar, or workshop

Sporting or cultural event sponsorshipOnline advertisement

Vendor's blogTV or print advertisement

Phone call from a sales representative from the service firmEmail from a sales representative from the service firm

Direct mail brochureConference sponsorship

Electronic newsletter from the service firmWhite paper offered on the Internet

Search engine hits when doing research or surfing the WebAnalyst firm recommendation (such as Gartner/IDC/Forrester)

Speech or presentation at a conference or trade showCase studies describing successful customer solution implementations

Article in the business or trade pressInvitation to a Webinar, seminar, or workshop

Sporting or cultural event sponsorshipOnline advertisement

Vendor's blogTV or print advertisement

Phone call from a sales representative from the service firmEmail from a sales representative from the service firm

Direct mail brochureConference sponsorship

Electronic newsletter from the service firmWhite paper offered on the Internet

Search engine hits when doing research or surfing the WebAnalyst firm recommendation (such as Gartner/IDC/Forrester)

2.02.22.32.32.32.3

2.52.82.9

3.13.23.33.43.4

3.73.7

Source: ITSMA, How Customers Choose Study, North America, 2007

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This isWhere Thought Leaders Operate

High-Tech High Touch Selling

Customer Relationship Management(CRM)

Know FirstBe First

Profit First

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How to Think Like a Futurist

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