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Digital Selling David Crimmins @crimmo Shrinking Market Winning in a

Digital Selling: Winning in a Shrinking Market

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This is a PDF copy of my Keynote presentation given to the Sales Institute (Ireland) at their 2014 annual conference. The title of the conference was 'Leveraging the Recovery'. As the title suggests my presentation focussed on how GloHealth, the newest entrant into the Irish private health insurance market, launched in 2012, has succeeded despite 250,000 people leaving this market. Key to that success has been the use of digital in taking on the incumbents. The presentation started with some background to the Irish health insurance market. The first key point was that digital selling is based on the same key principles as any good selling strategy, just because it is digital doesn't change that. Next I focussed on how digital helps level the playing field for new and challenger brands, the digital space is more virgin territory and suited to fighting bigger rivals. Critical to the success of digital selling is not to see it in a silo but as part of an overall sales funnel and path to sale which can ebb and flow between online and offline channels. Therefore integrating them is critical to success. The use of retargeting through google is important but more important is how it is used. Re-targeting the same adverts will reduce RoI, re-targeting must be based on what you learn from the consumer who visits your website. Finally I ended the presentation with some stats which showed that GloHealth had growth 3 to 4 times that or previous new entrants into the market place and had gained significant traction with corporate clients.

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Page 1: Digital Selling: Winning in a Shrinking Market

Digital Selling

David Crimmins

@crimmo

Shrinking Market!

Winning in a

Page 2: Digital Selling: Winning in a Shrinking Market

2013

Over 250,000 Leave Market in 5 Years

Shrinking Market

Page 3: Digital Selling: Winning in a Shrinking Market
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Digital Selling

Know Your Customer

USP

Communicate Clearly

Sales is a Process

Page 5: Digital Selling: Winning in a Shrinking Market
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Challenger Brand

Demographics are Switchers

Test, Learn & Adapt

Spend

Change the Narrative

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Conversion of Web Chat Sales

4 times the normThe

customer decides at all

times the place of interaction

Sales Funnel

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Integrate Offline & Online Channels

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Sales Funnel

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The customer

decides at all times the place of interaction

Conversion of Web Chat Sales

4 times the norm

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Path to Sale

Buy Online or Call Centre

Research & Decide Online

Multi-Screening60% of people

use Twitter while

watching TV

1.9m Facebook !

1m Tweets daily !

More Smartphones

than Toothbrushes

Share Experience

The customer

decides at all times the place of interaction

Page 16: Digital Selling: Winning in a Shrinking Market

Over 175,000

views of the TV

advert online

60% of adults

now consume

VOD

46% people

more likely to

seek info after

seeing VOD

Page 17: Digital Selling: Winning in a Shrinking Market

Retarget

49% of

Purchasers

Need

2-4 Visits

70% Abandon

Shopping Cart

96% New

Visitors Leave

Website Without

Purchasing

Goal is to increase conversions

Google: Remarketing Delivers up to

450% increase in CTR

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Retarget

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Winning

July  2012 Jan  2014July  2013Jan  2013 May  2014

50,000

0

100,000

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Summary

Use Digital to Level the Field

Selling Fundamentals as Important in Digital

Integrate Offline & Online

Retarget

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My cover. My way.