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Owning the Customer
Experience
Sharon M. Daniels
President and CEO
AchieveGlobal’s
Research
•
A year long study
•
Interviews
•
Focus groups
•
Surveys
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Customers …..
•
Are not easy to impress
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Want value
•
Want a business partner
•
Do not give you much time
•
Want a fast response time
Today it’s worse…Customers….
Want value beyond the features of a product or service
Want business partner who will take risks
Want someone who understand their industry and their
business model and their customers
Give you less time; less face time, ear time, web time
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Sales Environment has Changed
Professional
Visitor
Sales Environment has Changed
Product
Selling
Professional
Visitor
Professional
Visitor
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Sales Environment has Changed
Solution
Selling
Product
Selling
Product
Selling
Professional
Visitor
Professional
Visitor
Sales Environment has Changed
Professional
Visitor
Professional
Visitor
Product
Selling
Product
Selling
Solution
Selling
Solution
Selling
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Sales Environment has Changed
Web 2.0
CRM
Professional
Visitor
Professional
Visitor
Product
Selling
Product
Selling
Solution
Selling
Solution
Selling
Selling
Value
Selling
Value
Selling
Business
Issues
Selling
Business
Issues
Consultative
Selling
Consultative
Selling
Professional
Visitor
Professional
Visitor
Product
Selling
Product
Selling
Solution
Selling
Solution
Selling
Web 2.0
Web 2.0
CRM
CRM
Managing the Customer
Experience
Customer Focused
Customer Centric
Managing the Selling Process
Selling
Value
Selling
Value
Selling
Business
Issues
Selling
Business
Issues
Consultative
Selling
Consultative
Selling
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We Propose A Better Way to Sell
Owning the
Customer
Experience
The Questions You Should Ask
What should I sell?
•
What decisions are my
customers making?
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What criteria are my
customers using
to make decisions?
•
What do they expect from
me?
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What results are they
looking for?
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What does Owning the Customer
Experience Mean?
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Customer Relationship
Process
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Activities that Drive Sales
Success
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Defining Moments
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The Role of Service
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The Role of Leadership
Owning the
Customer
Experience
Customer Relationship Process
1. Prepare to Sell
2. Develop Business
3. Establish Relationships
and Uncover Needs
4. Present a Solution
5. Negotiate
and Close the
Sale
6. Retain and Grow
the Relationship
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Defining moments are the
impressions customers form
throughout the buying process
and in their ongoing relationship
with you and your organization
.
What Defines Your Defining Moments
Chances to
make a positive
impression and
influence the
decision
making
process
Phone Calls
+
Voice Mails
+
Marketing Touches
+
Emails
+
Visits
+
Web
Interactions
x
=
Sales People
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Customer Service
+
Technicians
+
Consultants
+
Professional
Services
People
Thousands of
Defining Moments
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The Sales Person
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Needs to be skilled in:
Selling skills
Negotiating
Account management
Presentation skills
Managing recovery
Customer service
Handling objections
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The Sales Leader
Coach
Communicator
Strategist
Support
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Reward & recognition
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After sales service
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Sales Force Automation
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Metrics and dashboards
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Sales processes
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Resources and tools
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Training
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Coaching
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