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.

1. The Ultimate Indestructible
Blueprint for Maximizing
Sales in 2017

2. President & Creative Director
Meredith Communications
Twitter: @MeredithCSP
#IBSOrlando
Meredith Oliver, MCSP, MIRM

3. Available at the BuilderBooks Booth

5. FANtastic Experiences
PRIME us to buy
#IBSOrlando

6. CX + CJCustomer Experience Customer Journey
#IBSOrlando

7. Awareness Consideration Decision
The Buying Journey
#IBSOrlando

8. AwarenessAwareness
FANS

9. Make It About The Fans

10. The Fan Factor™

11. Make More Sales

12. Founder
PurpleGoldfish.com Think Tank
Twitter: @StanPhelpsPG
#IBSOrlando
Stan Phelps, JD/MBA

14. Available at the
BuilderBooks Booth

15. Metaphor of a
Purple GoldfishTM

22. 1. Throw-ins (value)

24. Credit: The Human Brand
HIGH
LOW
LOW
HIGH

25. 25% to 125%

26. 4xAll Clients are not
Created Equal

28. Moment of Truth

29. WHY A
GOLDFISH?

31. GIVE A LITTLE UNEXPECTED EXTRA
GUPPY LOVE

32. Average Goldfish
=
3 inches

34. Their Growth and Your
Business is Affected by Five
Factors:

35. 1. SIZE OF THE BOWL
= MARKET

36. 2. AMOUNT OF OTHER GOLDFISH
= COMPETITION

37. 3. QUALITY OF THE WATER
= ECONOMY

38. 4. FIRST 12O DAYS
= START-UP

39. 5. GENETIC MAKE-UP
= DIFFERENTIATION

40. WHY PURPLE?

42. The “additional gift”or
“to give more”
LAGNIAPPE

45. 1. Throw-ins (value)
!

46. 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

47. G = Give

48. Give
L = Little

49. Give
Little
U = Unexpected

50. Give
Little
Unexpected
E = Extras

51. Exercise:
Identifying a Purple Goldfish in
the Wild

52. AwarenessAwarenessAwareness
I might have a need...

53. AwarenessAwareness“They’ll fight over it when
you’re dead”

54. FANtastic Marketing
• High Quality Product
• Niched, Target Audience
• User-Friendly Website
• Compelling Graphics
• Powerful Brand Story
• Extensive Digital Footprint

55. AwarenessAwareness

58. Find a home in one
click or less
#IBSOrlando

59. Google Analytics – Top Pages Report

60. • 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

61. User Interface

62. 1. Written Content
2. Visual Content

63. 1. Photos
2. Videos
3. Virtual Tours
4. Interactive Site Maps
5. Interactive Floor Plans
6. Testimonials & Reviews
Visual Content

64. • 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

65. Google Analytics – Behavior Flow Report

66. Heat Map Tracking Tools

68. AwarenessAwarenessConsideration
I definitely have a need and I’m exploring my options...

69. President
Evan Carroll and Associates
Twitter: @evancarroll
Evan Carroll

72. Two Lessons
1. Care about how the customer feels.
2. Qualified leads are a precious resource.

73. What’s Your Job?

74. Job: Build a Relationship
Goal: Generate a Sale

75. Three R’s
Relationship
Readiness
Responsiveness

76. Basic
Expected
Advanced
Responsiveness
Relationship
Readiness

77. 1.
Basic Responsiveness

78. BE ON TIME

79. COMMUNICATE
PROACTIVELY

80. LISTEN TO
UNDERSTAND

81. PREPARE
FOR
MEETINGS

82. INFORMATION
RICH

83. 2.
Build Relationships

84. Getting to know the
customer as a person is
the most important thing.“ — Sales Manager

85. SMILE

86. SHARE A
STORY

87. OPEN

88. FOCUS
ON THEM

89. FLATTER
A BIT

90. Idea:
Seek opportunities to
go above and beyond.

93. 3.
Harmonize the Experience

94. everything your brand does for customers
⎯ everything your business processes do to them
= how the experience makes them feel

95. What emotions does
your product convey?

97. How can you establish
and maintain those
emotions throughout the
sales process?

98. CHOICE

99. LOCATION

100. LIFESTYLE

101. Which
touchpoints
allow you to
reinforce
emotions?

102. To create a lasting impression
be shareworthy and shareable.
#FOMO-WORTHY

104. #FOMO-WORTHY
• Unexpected
• Exclusive
• Relatable
• Visual
• Simple
• Encouraged

106. FINAL THOUGHT
Beware of
The Cliff.

107. AwarenessAwarenessPurchase & Use
I’ve made my decision. What happens next?

109. Throw-In
Last
Impression

110. Value

111. 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

112. Workbook
Page 16

113. Maintenance

114. Throw-In
Last
Impression
Added
Service

115. Maintenance

116. CES: Customer Effort Score

117. Workbook
Page 18

118. 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

119. Tip: Incentivize great customer service.
1. Awards
2. Leaderboard
3. Individual/Team Bonuses

120. Ultimate Tip:
Good survey? Don’t be
afraid to ask for the referral.

124. Always Exceed Expectations

125. THINK OUTSIDE THE BOWL

126. — 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.

127. The Ultimate Indestructible
Blueprint for Maximizing
Sales in 2017