Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
1 of 127

The Ultimate Indestructible Blueprint for Maximizing Sales in 2017

0

Share

Download to read offline

Presented at the 2017 International Builders Show by Meredith Oliver, Evan Carroll, and Stan Phelps.

An indestructible sales and marketing strategy in 2017 recognizes one vital element: customer experience is the new marketing. In fact, new Gartner research indicates that nearly 90% of companies will compete based mainly on the experience they create for buyers. SPOILER ALERT: The sales strategies that brought you success in the past will be far less effective going forward. This Master Session examined each stage of the buying-journey and recommends opportunities to add value and exceed customer expectations throughout. Attendees discovered how to create a complete sales and marketing blueprint that marries digital marketing, social media, selling skills, and customer experience into one unstoppable process resulting in more leads, traffic and sales.

Related Books

Free with a 30 day trial from Scribd

See all

Related Audiobooks

Free with a 30 day trial from Scribd

See all

The Ultimate Indestructible Blueprint for Maximizing Sales in 2017

  1. 1. The Ultimate Indestructible Blueprint for Maximizing Sales in 2017
  2. 2. President & Creative Director Meredith Communications Twitter: @MeredithCSP #IBSOrlando Meredith Oliver, MCSP, MIRM
  3. 3. Available at the BuilderBooks Booth
  4. 4. FANtastic Experiences PRIME us to buy #IBSOrlando
  5. 5. CX + CJCustomer Experience Customer Journey #IBSOrlando
  6. 6. Awareness Consideration Decision The Buying Journey #IBSOrlando
  7. 7. AwarenessAwareness FANS
  8. 8. Make It About The Fans
  9. 9. The Fan Factor™
  10. 10. Make More Sales
  11. 11. Founder PurpleGoldfish.com Think Tank Twitter: @StanPhelpsPG #IBSOrlando Stan Phelps, JD/MBA
  12. 12. Available at the BuilderBooks Booth
  13. 13. Metaphor of a Purple GoldfishTM
  14. 14. 1. Throw-ins (value)
  15. 15. Credit: The Human Brand HIGH LOW LOW HIGH
  16. 16. 25% to 125%
  17. 17. 4xAll Clients are not Created Equal
  18. 18. Moment of Truth
  19. 19. WHY A GOLDFISH?
  20. 20. GIVE A LITTLE UNEXPECTED EXTRA GUPPY LOVE
  21. 21. Average Goldfish = 3 inches
  22. 22. Their Growth and Your Business is Affected by Five Factors:
  23. 23. 1. SIZE OF THE BOWL = MARKET
  24. 24. 2. AMOUNT OF OTHER GOLDFISH = COMPETITION
  25. 25. 3. QUALITY OF THE WATER = ECONOMY
  26. 26. 4. FIRST 12O DAYS = START-UP
  27. 27. 5. GENETIC MAKE-UP = DIFFERENTIATION
  28. 28. WHY PURPLE?
  29. 29. The “additional gift”or “to give more” LAGNIAPPE
  30. 30. 1. Throw-ins (value) !
  31. 31. 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
  32. 32. G = Give
  33. 33. Give L = Little
  34. 34. Give Little U = Unexpected
  35. 35. Give Little Unexpected E = Extras
  36. 36. Exercise: Identifying a Purple Goldfish in the Wild
  37. 37. AwarenessAwarenessAwareness I might have a need...
  38. 38. AwarenessAwareness“They’ll fight over it when you’re dead”
  39. 39. FANtastic Marketing •  High Quality Product •  Niched, Target Audience •  User-Friendly Website •  Compelling Graphics •  Powerful Brand Story •  Extensive Digital Footprint
  40. 40. AwarenessAwareness
  41. 41. Find a home in one click or less #IBSOrlando
  42. 42. Google Analytics – Top Pages Report
  43. 43. •  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
  44. 44. User Interface
  45. 45. 1. Written Content 2. Visual Content
  46. 46. 1.  Photos 2.  Videos 3.  Virtual Tours 4.  Interactive Site Maps 5.  Interactive Floor Plans 6.  Testimonials & Reviews Visual Content
  47. 47. •  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
  48. 48. Google Analytics – Behavior Flow Report
  49. 49. Heat Map Tracking Tools
  50. 50. AwarenessAwarenessConsideration I definitely have a need and I’m exploring my options...
  51. 51. President Evan Carroll and Associates Twitter: @evancarroll Evan Carroll
  52. 52. Two Lessons 1. Care about how the customer feels. 2. Qualified leads are a precious resource.
  53. 53. What’s Your Job?
  54. 54. Job: Build a Relationship Goal: Generate a Sale
  55. 55. Three R’s Relationship Readiness Responsiveness
  56. 56. Basic Expected Advanced Responsiveness Relationship Readiness
  57. 57. 1. Basic Responsiveness
  58. 58. BE ON TIME
  59. 59. COMMUNICATE PROACTIVELY
  60. 60. LISTEN TO UNDERSTAND
  61. 61. PREPARE FOR MEETINGS
  62. 62. INFORMATION RICH
  63. 63. 2. Build Relationships
  64. 64. Getting to know the customer as a person is the most important thing.“ — Sales Manager
  65. 65. SMILE
  66. 66. SHARE A STORY
  67. 67. OPEN
  68. 68. FOCUS ON THEM
  69. 69. FLATTER A BIT
  70. 70. Idea: Seek opportunities to go above and beyond.
  71. 71. 3. Harmonize the Experience
  72. 72. everything your brand does for customers ⎯ everything your business processes do to them = how the experience makes them feel
  73. 73. What emotions does your product convey?
  74. 74. How can you establish and maintain those emotions throughout the sales process?
  75. 75. CHOICE
  76. 76. LOCATION
  77. 77. LIFESTYLE
  78. 78. Which touchpoints allow you to reinforce emotions?
  79. 79. To create a lasting impression be shareworthy and shareable. #FOMO-WORTHY
  80. 80. #FOMO-WORTHY •  Unexpected •  Exclusive •  Relatable •  Visual •  Simple •  Encouraged
  81. 81. FINAL THOUGHT Beware of The Cliff.
  82. 82. AwarenessAwarenessPurchase & Use I’ve made my decision. What happens next?
  83. 83. Throw-In Last Impression
  84. 84. Value
  85. 85. SatisfactionLOW HIGH 7 8 Extremely likely Not at all likely 10 2 3 4 5 6 7 8 9 10 10 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
  86. 86. Workbook Page 16
  87. 87. Maintenance
  88. 88. Throw-In Last Impression Added Service
  89. 89. Maintenance
  90. 90. CES: Customer Effort Score
  91. 91. Workbook Page 18
  92. 92. 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
  93. 93. Tip: Incentivize great customer service. 1.  Awards 2.  Leaderboard 3.  Individual/Team Bonuses
  94. 94. Ultimate Tip: Good survey? Don’t be afraid to ask for the referral.
  95. 95. Always Exceed Expectations
  96. 96. THINK OUTSIDE THE BOWL
  97. 97. — 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.
  98. 98. The Ultimate Indestructible Blueprint for Maximizing Sales in 2017

×