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A practical guide to sales and marketing for anyone serious about getting ahead of the competition
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get ready to………….
who the hell is andy hanselman?I help forward
thinking organisations improve their
competitiveness and profitability
how i work
how i work
how i work
how i work
about this presentation….
you’ll hear :
•Why ‘traditional’ marketing methods are failing
•Why ‘customer satisfaction’ is pointless
•What it means to you•What you should do to compete, not get beat
for stuff like this (and more)
visit . . . . .www.andyhanselman.
com
what does success look like?
satisfied customers
sufficient ‘delighted’ customers
sufficient ‘devoted’ customers
committedmotivatedeffectivepeople
maximisedfinancialreturns
SWOT
SheffieldWednesdayOn Their way down
StrengthsWeaknessesOpportunities Threats
what exactly is marketing?
classic definition of marketing
“Marketing is a social and managerial process by which individuals and groups obtain
what they need and want through creating and exchanging products and value with others”
our definition of marketing
“finding, attracting and keeping the customers
that you want while maximising your profits”
what we’re up against (and
why ‘traditional’ marketing methods
are failing)
“in every single industry there is now
overcapacity of production and lack of capacity in terms of
people”sir martin sorrell, chief executive WPP
•The number of tv channels has increased from 4 to over 350 in the last 10 years•Over 10,000 radio stations to choose from•Ovr 63 million txt msgs sent per day•10 billion spam mails are sent worldwide daily, a 25 fold increase from 2000
‘it’s not the age of
the internet, it’s the age ofcustomer control’
Anne Busquet – CEO American Express
‘We’re in the age of the ‘Never –
satisfied’ customer’
Regis McKenna, Author and Management Guru
‘In an average day, you can expect to have contact
with around 1500 trademarked products.
If you go to the supermarket, rack that up to 35,000’
Kevin Roberts, CEO Worldwide, Saatchi & Saatchi
customer promiscuity is increasing
Gammerellis sacked as vestment suppliers
to the Vatican after 213 years!
trust in institutions is declining
“% who claimed to have a great deal of confidence in the army fell from 88% to 72%”
“confidence in the legal system fell from 58% to 22%”“confidence in the civil service fell from 46% to 17%” source: the lonely customer, royal mail
between 1983 and 2000……..
word of
mouth is on the
increase
…In 2000, this had risen to 76%”
“In 1997, 78% of people said they would recommend a company they like to others
…In 2000, this had risen to 90%”“In 1999, 60% of people would buy a product based on recommendation
Source: the lonely customer, royal mail
the result?
we all have to work harder at building and
maintaining trust
if only adverts told
the truth
our definition of marketing
“finding, attracting and keeping the customers
that you want while maximising your profits”
our definition of marketing
“finding, attracting and keeping the customers
that you want while maximising your profits”
idea one
identify
the customer
s you want
to work with
HIGHENTREPRENEURIAL
LOWENTREPRENEURIAL
HIGH SELL ON OPPS
LOW SELLON OPPS
AB
CD
““One in two One in two businesses businesses
cannot accurately cannot accurately determine their determine their
profitable profitable customerscustomers
and products”and products”Source: KPMG,
our definition of marketing
“finding, attracting and keeping the customers
that you want while maximising your profits”
our definition of marketing
“finding, attracting and keeping the customers
that you want while maximising your profits”
competitive advantage:
“a ‘bundle’ of distinct and unmatchable skills methods
and practices that differentiate the business
from its competitors”
competitive advantage:
Want itKnow about it
Are prepared to pay (more) for it
Only any use if customers…..
why should I buy from you?
“Better, faster, cheaper is not enough. Others will always get there first or
quickly catch you up. You need to be profoundly different, with a radically
different customer-centred offer”Gary Hamel, Leading The Revolution
WORSE THAN
AS GOOD AS
AS BAD AS
BETTER THAN
RREEVVOOLLUUTTIIOONNAARRYYcompetitiveness
•first direct has 1.2 million customers.
•It sends around 3.5 million text messages to customers every month.
•More than 1 in 3 of first direct's customers join because of personal recommendation.
•first direct takes over 13,000 calls a day outside working hours.
According to MORI and NOP research, first direct has been the most recommended bank in the UK for the past 13 years.
•According to MORI and NOP research, first direct has had the most satisfied customers of any UK bank for the past 13 years
•first direct has been in profit every year since 1995.
what’s dramatically and demonstrably different about your business?
idea four
give your customers a damn good listening to
idea five
stand in your own queues
ask yourself: how easy are
we to deal with?
introducing...........
the sales prevention
officer!
• being charged to park in the customer car park!• ringing at 4.45pm and getting an answerphone• receiving a letter that says ‘dear sir/madam’
from a personal business advisor!• being told ‘everything is on hold because we’ve
got our quality assessment coming up’• being passed to 4 different people when
enquiring about customer care training!• being asked ‘can you call back next week -
there’s no one here today’• ‘Scriptease’
some examples…
idea six
Eliminateyour sales
prevention officers
7 things you can’t say to customers
(even if you want to!)
“I can see your point, but I still
think it’s irrelevant”
“How about "never"?
Is “never" good for you?”
“I'll try being nicer if you'll try
being less stupid”
“You want this done by a deadline? I love
deadlines. I especially like the whooshing sound they make as they
go flying by”
“Tell me what you need, and I'll tell you how to
get along without it”
“I don't have an attitude problem.
You have a perception problem”
“I can only please one person per
day. Today is not your day.
Tomorrow is not looking good
either”
what sort ofrole model
are you?
ring up
your own
business
idea seven
‘delight’ your
customers
customer delightsurprising customers with the
level of service you provide
nowthat’scustomerdelight!
customer delight
• Produces a ‘wow’ reaction• Appears spontaneous or unexpected• It’s the personal touch• Makes customers feel valued• Is memorable• Creates a talking point• Is ‘Dramatically Different’
how could you ‘delight’ your customers?
some ideas for ‘customer delight’
• Milk and two sugars…• I saw this and thought of you…• Welcome• Read this….• Cards• Thank you• How are things?• Subscribe me!• Thanks for prompt payment
idea eight
from ‘delighted’
to ‘devoted’
HIGHEXPECTATIONS
LOWEXPECTATIONS
GREATEXPERIENCE
POOREXPERIENCE
HIGHEXPECTATIONS
LOWEXPECTATIONS
GREATEXPERIENCE
POOREXPERIENCE
‘DELIGHTED’•Surprise customers with the level of service you provide (positively please!)•Build on this to create ‘devotees’
HIGHEXPECTATIONS
LOWEXPECTATIONS
GREATEXPERIENCE
POOREXPERIENCE
‘DEVOTED’
‘DELIGHTED’
•Customers come back for more, and tell others•Raising the bar means competitors can’t cope•Consistency is the key
•Surprise customers with the level of service you provide (positively please!)•Build on this to create ‘devotees’
HIGHEXPECTATIONS
LOWEXPECTATIONS
GREATEXPERIENCE
POOREXPERIENCE
‘DEVOTED’
‘DISAPPOINTED’
‘DELIGHTED’
•Customers come back for more, and tell others•Raising the bar means competitors can’t cope•Consistency is the key
•High expectations means even little things can ‘disappoint’•How do you spot ‘disappointed’ customers?•The way you deal with the problem can help create ‘devotion’ or ‘disaffection’
•Surprise customers with the level of service you provide (positively please!)•Build on this to create ‘devotees’
HIGHEXPECTATIONS
LOWEXPECTATIONS
GREATEXPERIENCE
POOREXPERIENCE
‘DEVOTED’
‘DISAPPOINTED’
‘DELIGHTED’‘DISAFFECTED’
•Customers come back for more, and tell others•Raising the bar means competitors can’t cope•Consistency is the key
•High expectations means even little things can ‘disappoint’•How do you spot ‘disappointed’ customers?•The way you deal with the problem can help create ‘devotion’ or ‘disaffection’
•Surprise customers with the level of service you provide (positively please!)•Build on this to create ‘devotees’
•Customers don’t expect much, and don’t get it!•Extremely difficult to win customers back•Don’t allow this to happen
were you completely
happy with our service?
idea nine
take action,
not notes
sameness sucksgary hamel
“be unfashionable- take risks”
paul ardenex saatchi and saatchi
if you can’t demonstrate
you’rerevolutionary,
you’re invisible
“stand out”and deliver
scare yourself, otherwise
you’re not doing
anything newMary Murphy Hoye, Head Of R & D, Intel
don’t just stand there….. do something!
dick dastardly
people can be divided into three groups
those who make things happen
those who watch things happen
those who ask ‘what happened’?
MISSING MISSING YOU YOU
ALREADYALREADY!!want more? visit: www.andyhanselman.com
