PERSUASION POWER Small Ways to Boost Sales & Marketing Outcomes!
@LoisKelly! HARDI | 3.22.16!
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Better outcomes!Minimal budget!
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• How many feel overwhelmed by new sales and marketing techniques, technologies?!
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• How often do you wish you could find a way to compete more on price?!
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• How often are you told “we just don’t have the budget for that”?!
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• How many of you pray that you never have to compete with Amazon? !
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What matters most?!
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AppreciateCustomerexperience
PersuasionnudgesEasiercustomerdecisions
StrengthsCrea;vity,energy
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Social, behavioral,!positive psychology!
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“We see our customers as invited guests to a party,!And we are the hosts. It’s our job every day to make every important aspect of the customer experience a little better.”!JeffBezos
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“A sense of appreciation is the single most sustainable motivator at work.”!!Dr. Adam Grant!Univ. of Pennsylvania!
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People are less likely to express gratitude at work than any other place in their life.!
JohnTempletonFounda;onstudy,2013
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MORE TRUSTING.!LIKELY TO HELP OTHERS.!STRONGER SELF-WORTH.!
Apprecia;ngsomeoneyouworkwith
WhattheydoandwhyitmaOers
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2. ________________________________
3. ________________________________
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Friday Howl-Outs!
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Where we focus and the questions we ask determine what we do. (or don’t do.)!
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Think about an experience at your company where a sales/marketing effort was amazing.What was the program? What made it so successful? What conditions made it possible to do this?!
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All modesty aside, what is great about your marketing/sales – and how could you do more of that? !
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3. _____________________________________________________
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Persuasion"NUDGES"
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95% of our purchase decision- making happens subconsciously.!
GeraldZaltmanHarvardBusinessSchool
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Personalized text messages:"5.7% increase in college enrollment!
Step by step instructions in email messages:!Doubled service members’ enrollment in government savings program!
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Make it easier for customers to make decisions"
Possibili'es Personalize
SocialProof Par'culars
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9 TYPES OF MESSAGES!
POSSIBILITIES" Anxieties" David vs. Goliath""
Emerging trend""
Glitz & Glam" Seasonal"
Counterintuitive" Personal story" How-To""
BeyondBuzz,L.Kelly,2008
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Themoreposi;vethemessage,themorelikelyitistobeshared.JonahBerger,UPenn,“Contagious”
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Useofperson’sfirstnameinreminderappointment:57%reduc;oninno-shows
PERSONALIZE
PERSONALIZE
29%higheropenrates40%higherclickthroughrates41%morelikelytobuyfromvendorswhopersonalize35%moreopensfromapersonvs.companyemailblast
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1.Save $54/month on your utility bill.!
2. Prevent the release of 262 pounds of greenhouse gasses every month.!
4. Saving energy is a socially responsible thing to do.!
3. 77% of your neighbors already using fans to save energy.!
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SOCIALPROOF:Casestudies
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SocialProof:Experts
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IMAGESyou‘get’us
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86% of contractors in (your region) are now selling ductless heating and cooling systems.!
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If you ask someone to do something, they are far more likely to do it if you explain why.
BEINGSPECIFICABOUTOPPORTUNITYCOSTSINFLUENCESDECISIONS
Cost of choosing higher priced product !
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Someonetomowyourlawnforsix
weeks
With the average annual savings from participating in your loyalty program…!
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BEINGSPECIFICABOUTOPPORTUNITYCOSTSINFLUENCESDECISIONS
BEINGSPECIFICABOUTOPPORTUNITYCOSTSINFLUENCESDECISIONS
The;mesavedusingour24/7onlineorderingsystem
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Threeextradaysofvaca;on
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THREE!
Ideal # of claims to produce !positive impression!
“WhenThreeCharmsButFourAlarms”SuzanneChu,KurtCarlson,JournalofMarke;ng
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GET STRONGER:Renewal vs. repetition!
hOps://youtu.be/3V7PmfvX2pE
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Confidence" Self-esteem" Optimism"
For organizations who are focused on strengths, 77% of their employees report they are flourishing, engaged and able to make things happen at work."!
VIAIns;tuteonCharacter
Renewal: use your character strengths"
Crea;vity Curiosity Judgment LoveofLearning
Perspec;ve Bravery Perseverance HonestyZest Love Kindness Social
IntelligenceTeamwork Fairness Leadership ForgivenessHumility Prudence Self-Regula;on Gra;tudeApprecia;onofBeauty/Excellence
Hope Humor Spirituality
www.viacharacter.org37
1. What strengths resonate with you the most?!2. When you’re in the flow, what strengths are you using?!3. What do you think are Bruce’s strengths?!
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APPRECIATE!NUDGE!USE YOUR STRENGTHS!
I’m On Fire!
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It’s not what you sing it’s how you sing it!
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PERSUASION POWER..Be like the BOSS. Play to your strengths. !
Foghound.comRebelsAtWork.comslideshare.net/Foghound@LoisKelly
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