Grow BusinessBy 15-25% by taking

real-time ownership ofpreferred information gateways

and by cultivating trust.

A Case Study by Jeff Greene

Don’t start conversations. Join them.1. Listen, engage and adapt to the preferred demands of your

customers

2. Provide pleasing customer experiences

3. Give consumers ultimate control of the information exchange

To Attract “Profitable Engagement”

Think & act

differently

Seize the best opportunities to grow.

B-to-B Decision MakersNow spend 1% of their timebuying.

They spend 99% researching & talking to each other

by winning consumer

trust.

Four out of five online users are active in either creating,

participating in or reading some form of social content at least once

a day –Forrester Research/January 2011.

Real-time searchable?

Java script offers a pop

up summary so I don’t

have to click, unless

interested in reading more.

Instantly user friendly!

Why capitalize on engagement?

Why trust the reverse exchange?

Three “tough” b-to-b customers.

Good Grows Around Profitable Engagement with Them

Miles the Executive Buyer

Controls oversight or policy creationSets strategy parameters & ensures that the final solution

is in alignment with the corporate vision

Can either include or exclude a solution from the strategy

Sets the “macro-vision” for the solution

Often has veto power and can wield it any time for any reason

Miles the Executive Buyer

Miles the Executive Buyer

Sally the Mid-Level “Influencer”

Exerts power with the decision-making and decision-makersBut does not control the budget or final purchase authority.

Will help find other key buyers and help clarify their opinions

Is typically at arms length over the decision

Resides at any level of the organization, including outside

advisor

Level of impact on the decision may vary from minimal to

involved

Sally the Mid-Level “Influencer”

Sally the Mid-Level “Influencer”

Ruby the Technical Buyer

Focused Attention to Every DetailDoes not have final budget control, but is trusted to know if the solution fits

the requested specification to the letter?

Sets technical requirements at the investigative stage

Ensures that requirements are met in the final solution

Focused on features and product/service details

Ruby the Technical Buyer

Ruby the Technical Buyer

Give customers the control they crave.

Help Them Build valuable relationships.

Not now

Then … get engaging & personal.

Thru ALL points of interaction.

NoIf not, please enter a new

contact number now.

Share relevant information everywhere.

Support

Share relevant information everywhere.

Support

Share relevant information everywhere.

Support

Share relevant information everywhere.

Support

Reward loyalty.

Support

Offer useful applications.

Discover people’s passions.

Be timely without being predictable

It’s good business to show people how to save!

Provide better customer experiences.

Provide real-time value.

Send obvious, clear calls to action.

Keep up with me, send me this only after you discover that I need this.

Eliminate Anxiety.

OUCH!!!! ! !

Find out what people need to learn.

saving

budgeting

investing

Micro-segments

Promote forward thinking.

Good grows from micro-segmentation.

Join conversations.

Join conversations.

32,298 fans … now they must be encouraged to

1. Bring up customer service issues 2. Ask for answers.

Encourage profitable dialogue.

This response also drives followers to Twitter …

FYI, RT=Re-Tweet

Ask people to let you share with them, not sign up

Address problems.

No, don’t drive 35+. http://bit.ly/voOYx

Try our remote deposit options first!

Resonate Visually

Provide links to useful online tools.

Send links to timely messages.

Shop efficiently!!!

Command instant attention.

You’ve got :02 seconds!!!

Don’t … Thump or Blast!

Show the willingness to listen.

Build trust by allowing people to answer honestly. Don’t put words in people’s mouth!

Make people hungry to do business.