“If You Build It, They Will Come”…Or Will They?

Nina Dhar

“If You Build It, They Will Come”

… or Will They?

Who I am?

• Improve sales economics • Implement multichannel strategies• Optimize sales productivity

‘Real Time Work Flows’ meets a Potential Partner

An Educational Outreach Program• Methodical • Well thought-out• Measured

Your Objective: To provide guided education, yielding measurable results

January 09, 2007

Steve Jobs telling the ‘iPhone Story’

Adoption

• In 2011, 29.3% (total NA population)• In 2014, 51.3%• In 2018, projected user penetration is 66.5%

• Adoption takes time• While the rate of adoption slows down, the number

of users continues to increase

(source: http://www.statista.com/statistics/203713/smartphone-penetration-per-capita-in-north-america-since-2000/)

Population Adoption Pattern

Not Interested

Lukewarm

Interested

Early Adopters

An Educational Outreach Program … needs people!People who:• Will do the educational program• Will provide constructive feedback• Can help create an excellent

programBuild a program by:• Understanding what support they

need• Sharing and learning from each

other’s perspectives

Early Adopters = Change ChampionsWhat is a Change Champion?• They are your success stories• They have benefitted from the education being

offered – they’ve adopted!!• They can measure improvements and gains in their

businesses• They are willing to share what they’ve learned • They are willing to become a resource to those who

want to learn

Leverage your Change Champions … Create a Pilot Program

Why? • Build, test, make improvements• Opportunity for collaboration

How?• Determine how to prioritize workflows• Determine how to deliver education• Develop communications and marketing • Execute sessions• Gather feedback• Refine as necessary

Change Champions – ‘CCs’ -- Implement ChangesExecute the Pilot through Your Change Champions• CCs implement workflows in their businesses• Collect data – qualitative and quantitative measures• Share success stories and anecdotes – create a

repository• Communicate and market – leverage stories,

quantitative data

Not Intereste

d

Lukewarm

What Next ? Reach out to the ‘Interested’ PopulationLeverage:• Credibility of the Educational Outreach

(EO) Program• Experiences of CCs• CCs as resources for those who are

new to the EO Program• Over time, the Interested population

will develop its own CCs• As CCs proliferate they can ‘spread the

word’ • The numbers should grow … and faster

Interested

Early Adopt

ers

The Story of Change

Opportunity to share your individual stories of:• ‘The journey’ • Small wins, big wins

Be Empathetic:• Consider the other’s vantage and

perspective

Consider Where You Are

In the last 12 months I have experienced:• A 20% cost differential • A 30% reduction in administrative

hours• A 10% increase in new business • A 25% reduction in responsive time to

warm referrals• A 50% increase in conversion rates of

warm referrals to closed business• Improved customer service levels

Not Intereste

d

Lukewarm

InterestedAdopters

Opportunities …

“Our lives are defined by opportunities, even the ones we

miss.” Eric Roth, The

Curious Case of Benjamin Button Screenplay