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The Ultimate Indestructible Blueprint for Maximizing Sales in 2017
President & Creative Director Meredith Communications Twitter: @MeredithCSP #IBSOrlando
Meredith Oliver, MCSP, MIRM
Available at the BuilderBooks Booth
FANtastic Experiences PRIME us to buy
#IBSOrlando
CX + CJ Customer Experience Customer Journey
#IBSOrlando
Awareness Consideration Decision
The Buying Journey
#IBSOrlando
Awareness Awareness
FANS
Make It About The Fans
The Fan Factor
Make More Sales
Founder PurpleGoldfish.com Think Tank Twitter: @StanPhelpsPG #IBSOrlando
Stan Phelps, JD/MBA
Available at the BuilderBooks Booth
Metaphor of a Purple Goldfish TM
1. Throw-ins (value)
Credit: The Human Brand
HIGH
LOW
LOW
HIGH
25% to 125%
4x All Clients are not Created Equal
Moment of Truth
WHY A GOLDFISH?
GIVE A LITTLE UNEXPECTED EXTRA
GUPPY LOVE
Average Goldfish =
3 inches
Their Growth and Your Business is Affected by Five
Factors:
1. SIZE OF THE BOWL= MARKET
2. AMOUNT OF OTHER GOLDFISH= COMPETITION
3. QUALITY OF THE WATER= ECONOMY
4. FIRST 12O DAYS= START-UP
5. GENETIC MAKE-UP= DIFFERENTIATION
WHY PURPLE?
The additional giftor to give more
LAGNIAPPE
1. Throw-ins (value)
!
12 Types of Purple Goldfish 1. Throw-ins 2. In the Bag/Out of the Box 3. Sampling 4. First / Last Impressions 5. Guarantees 6. Pay it Forward
7. Follow-Up 8. Added Service 9. Convenience 10. Waiting 11. Special Needs 12. Handling Mistakes
G = Give
GiveL = Little
GiveLittleU = Unexpected
GiveLittleUnexpectedE = Extras
Exercise: Identifying a Purple Goldfish in the Wild
Awareness Awareness Awareness I might have a need...
Awareness Awareness Theyll fight over it when youre dead
FANtastic Marketing High Quality Product Niched, Target Audience
User-Friendly Website
Compelling Graphics
Powerful Brand Story
Extensive Digital Footprint
Awareness Awareness
Find a home in one click or less
#IBSOrlando
Google Analytics Top Pages Report
Define where you build Preview homes under construction Offer pricing information Sell your company story Establish your credibility Persuade why choose you
Does Your Website
User Interface
1.Written Content 2.Visual Content
1. Photos 2. Videos 3. Virtual Tours 4. Interactive Site Maps 5. Interactive Floor Plans 6. Testimonials & Reviews
Visual Content
Avg. Session Duration 3:00 to 5:00 min/per visit Pages/Session 1 to 1.5 pages per minute visited
Bounce Rate 30% to 40% Floor Plan Pages - :30 1:00 time on page
Community Pages 1:30 2:00 time on page
Goal Conversions 1 2% of unique users
Google Analytics Audience Overview
Google Analytics Behavior Flow Report
Heat Map Tracking Tools
Awareness Awareness Consideration I definitely have a need and Im exploring my options...
President Evan Carroll and Associates Twitter: @evancarroll
Evan Carroll
Two Lessons 1.Care about how the customer feels.
2.Qualified leads are a precious resource.
Whats Your Job?
Job: Build a Relationship Goal: Generate a Sale
Three Rs
Relationship
Readiness
Responsiveness
Basic Expected Advanced
Responsiveness
Relationship
Readiness
1. Basic Responsiveness
BE ON TIME
COMMUNICATE PROACTIVELY
LISTEN TO UNDERSTAND
PREPARE FOR MEETINGS
INFORMATION RICH
2. Build Relationships
Getting to know the customer as a person is the most important thing.
Sales Manager
SMILE
SHARE A STORY
OPEN
FOCUS ON THEM
FLATTER A BIT
Idea: Seek opportunities to go above and beyond.
3. Harmonize the Experience
everything your brand does for customers everything your business processes do to them
= how the experience makes them feel
What emotions does your product convey?
How can you establish and maintain those emotions throughout the sales process?
CHOICE
LOCATION
LIFESTYLE
Which touchpoints allow you to reinforce emotions?
To create a lasting impression be shareworthy and shareable.
#FOMO-WORTHY
#FOMO-WORTHY Unexpected Exclusive
Relatable
Visual Simple
Encouraged
FINAL THOUGHT
Beware of The Cliff.
Awareness Awareness Purchase & Use Ive made my decision. What happens next?
Throw-In Last Impression
Value
Satisfaction LOW HIGH
7 8
Extremely likely
Not at all likely 1 0 2 3 4 5 6 7 8 9 10
1 0 2 3 4 5 6
DETRACTORS
9 10
PROMOTERS
How likely is it that you would recommend Company XYZ to a colleague or friend?
PASSIVES
Net Promoter Score is trademarked by Bain & Co and Satmetrix
NPS = % Promoters - % Detractors
= 60 - 20 = 30 - 10 = 20 - 30
40 20
-10
NPS: Net Promoter Score
Workbook Page 16
Maintenance
Throw-In Last Impression
Added Service
Maintenance
CES: Customer Effort Score
Workbook Page 18
Opportunities for CX Surveys 1. After on-site visit 2. After contract signature 3. At closing table 4. Move-in day 5. 90-day follow up
Tip: Incentivize great customer service. 1. Awards 2. Leaderboard 3. Individual/Team Bonuses
Ultimate Tip: Good survey? Dont be afraid to ask for the referral.
Always Exceed Expectations
THINK OUTSIDE THE BOWL
Charlie Tremendous Jones
You will be the same person in five years as you are today except for the people you meet and the books you read.
The Ultimate Indestructible Blueprint for Maximizing Sales in 2017