the buyer's journey
DESCRIPTION
The world has changed because the rules of the game have change. What made you successful in the past will not make you successful in the future. Our world is being transformed by 3 Mega Shifts: Mega Shift #1. B2B shifts to B2C: We are witnessing the emergence of two new types of customers: Corporate Consumers and Connected Customers. Mega Shift #2. The Sales Cycle shifts to The Buyer’s Journey: The sales cycle has reach its “use by date” Success in the adoption of Cloud Services means aligning all your Sales and Marketing efforts with the buyer’s Journey. Mega Shift #3. Quality of Service shifts to the End2End Customer Experience: Longterm competitive advantage is now determined by your ability to differentiate the End2End Customer Experience. What are you doing today to rethink your customer touchpoints and the End2End Customer Experience?TRANSCRIPT
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The world has changed?
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Questions?
Two
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1. Reality or illusion?
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2. Opportunity or threat?
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going to be
Is this
Easy?
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Small hint!
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Game-Changer
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The Game
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The Game
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Game Changer
Customers Economy
Cloud Services
YOU
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A journey into the unknown
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www.flickr.com/photos/winemegup/3641912321
Get it right
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Get it wrong
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You feel like this?
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A fresh perspective
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CLOUD
SaaS Delivery
Service
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Quality of Service -> E2E Customer Experience 3
The Sales Cycle -> The Buyer’s Journey 2
B2B -> B2C 1
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Gartner Hype Cycle for Cloud Computing, 2012
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Driving the What is
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The Post-PC area
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Smartphone sales surpasses PC sales in 2011
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SalesChannel Europe ©2012 All rights reserved 27
Welcome to the Digital World
*Derek Thompson is a senior editor at The Atlantic
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B to B B to C Customer volume Restricted clientele Large, diversified clientele
Reason for purchase B2B buyers buy for their company, are are therefore accountable.
B2C consumers buy for themselves or their family, for pleasure.
Buyer behaviour
B2B buyers make reasoned purchases, using professional procedures.
In B2C, consumers can yield to impulse buying, or buy something theyÕve fallen in love with. The emotional component is important.
Product positioning must be very clear, with the sales arguments down pat and a focus on specific added value for the company.
You have to be able to get people to buy for fun, present the product attractively, stage it appropriately and use sales arguments that appeal to emotions.
Buying process
The B2B buying process is complex: first, it has to comply with business management practices (payment timelines, order approval, logistics, support and reporting) and second, the buying decision involves many players and requires internal decision-making processes that can be very long.
For the mass market, the buying process is simple because the act of buying is often the decision of a single person.
Means B2B buyers do not spend their own, but their company's money, so do not see the expense in the same light.
Price is one of the main criteria for end consumers, since it is their own money they are spending.
Relationship
Since B2B customers are fewer in number, representatives forge closer and more personalized links with them. Relational aspects are more important than emotional factors, and loyalty is crucial.
Relationships are more limited, with representatives often never seeing a particular customer again.
Products B2B products are often complex, since they have to meet many requirements and involve a large number of people. It can also involve wholesaling.
Products are sold at the retail level. They involve all types, from very simple to very complex.
B2B Shifts to B2C
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Corporate Consumers Connected Customers
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Bring Your Own Devices
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Quality of Service -> E2E Customer Experience 3
The Sales Cycle -> The Buyer’s Journey 2
B2B -> B2C 1
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The Buying Process
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Search
Find
Qualify
Try
Buy
Activate
Manage
Up-sell
Support
Refer
Start with the Buyer’s Journey
Differentiate
Now or Never
Moments
Make or Break
Moments
Multiplier
Moments
Keep or Lose
Moments
A Acquire
B Base
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Example
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Constant Contact
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Constant Contact
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Eliminating barriers to sale
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Quality of Service -> E2E Customer Experience 3
The Sales Cycle -> The Buyer’s Journey 2
B2B -> B2C 1
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Quality of Service
Customer Satisfaction
End2End
Customer Experience
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Basic Product/Service: • Technology • Price performance • Product quality
E2E Customer Experience: • People • Perceived value • High touch • Exceed customer expectations • Delight and astound customers
Basic Product/Service
Support Services
E2E Customer Experience
Differentiation: 3 Levels of Perceived Value
1
2
3
YOU
Basic Product/Service
Support Services: • Levels of support • Quality of service • Systems • Processes
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Example
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Rackspace
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WHAT
HOW and
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erent f
dif think
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Child-like thinking
www.flickr.com/photos/toekneesan/3847444842
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(r)Evolution Re-imagine
Re-think
Re-align Re-design Re-invent
Re-engage
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Re-peat Re-peat
Re-peat Re-peat
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“When the rate of change externally is greater than the rate of change internally, you have a problem.”
- Jack Welch
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External speed of change
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Internal speed of change
www.flickr.com/photos/14degrees/440515255
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Trusted Advisor
Becoming …
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Drivers of adoption
www.flickr.com/photos/daniele_sartori/2371157397
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Get it right
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YOU
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David R Ednie President & CEO
SalesChannel Europe Ph: +33 676 60 09 25 (FRA)
Email: [email protected] Website: www.saleschannel-europe.com
YOU