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MICHAEL HUMBLET
How to Accelerate customer Acquisition
Services
Pre-sales, consultancy, professional services,…
Longtail
ElephantsComplexity
Standard Custom
Time & Cost of CAC
What type of business do you want ?
VP
CEO
Director Director
B2B Sales Process B2C Sales Process
YOUFriend 1 Friend 2
wife 1
Mother in Law 1
Strategic
Operations
B2B Sales Process
Strategic Operations• Operations care about:
• Operational problems• Solving short term issues
• Talk their language:• Short term goals• help with operational problems• Show real cases
• Execs care about:• Top line revene = more sales• Bottom line = Cost reduction
• Talk their language:• No details• Strategic Vision• Show graphs/charts/ROI numbers
Create sales material for their managerTo speed up closure and approval decissions
How Many Meetings ?80% of sales takes places between 5th
and 12th contact. 90% of sales give up after
the 3rd contact
B A N TUse BANT qualification criteria. Referrals have
priority
Focus on the Alpha in the room
Buy from you
Customers buy from
you when they trust you. Get them to Like
you.
74%Next Step
Always walk out with a next step. Follow up is key, that is where most companies miss
the ball.. Measure this !
80 %
Closing metrics during the sales process
No meeting should be the sameUse the first meeting to listen and ask many questions
The next meeting incorporate this information
Make the people who help you shine, make them a star !
Budget Authority NeedTimeframe
B2C Sales Process
Trust & Likeability
• USE EMOTIONS – Speak to the heart• Network – Conversations matter• Sales cycles are short – close immediately• Prove Immediate value / delivery”
“People don’t like to be sold, but love to buy”
Time to move your sales perspectiveMove towards a buyer centric process
Sales Centric Customer Centric
AWARENESS
EDUCATION
SELECTION
USE and EXPANSION
Customer Journey1
2
3
4
5
6
AWARENESS EDUCATION SELECTION ONBOARDING USE and EXPANSION
WHY DO I NEED THIS ?
The Customer Buying Journey
WHY DO I NEED THIS NOW ? WHY SHOULD I PICK YOU ?
1 2 3
Issues – problems - worries
The right type of customersCustomers that can buy your product
Get their attentionWith something they want
Prove your valueShow your real measurable value
Speak their languageThe only way they understand you
Create Focus
Focus on 1 segment of your market:
Sales Sprints
DOMINTATE IT
1. Segment the Hell out of your verticals
2. Learn to speak their language
3. Focus your sales team
4. Look at the data
5. Learn what works and what doesn’t
6. Repeat
Create Focus
Segment 1
Domination & Speed is the name of the game
Segment 2
Segment 2
Segment 3
World Domination
Sales Sprint Timeline
Focus on 1 segment of your market:
Sales Sprints
W 2W1 W 3
Setup
W 4 W 6
W 2W1 W 3
Setup
W 4 W 6
Execution
Execution
• FOCUS• ACCELERATE• OWN THE SEGMENT• GO TO ADJACENT SEGMENT
W = Week
Use Case: Cumul.io
W 2W1 W 3
Setup
W 4 W 6
Sales SprintExecution
• How can we sell faster?
• Target customers of large CRM system = Teamleader
• Expected target results after 6 weeks:
• 20 licenses
Setup:• Create campaign blueprint as foundation• Dedicated content, pricing & website• Subpage on the website: cumul.io/teamleader• Build contact list:
• Screenscraping (events) & linkedin• Google Adword campaign to target• Twitter follower campaign
• Analytics at every step to see impact
Use Case: Cumul.io
W 2W1 W 3
Setup
Expected:• Expected target results after 6 weeks:
• 20 licenses
Results:• 15 Signed up Customers
• 2 large enterprise
• 4 weeks later, still leads effect on sign-ups
Learning:• Better to do Direct campaign
• Focus more on google Adwords
• Tune modular pricing
Use Case: Cumul.io
W 3 W 4 W 6
Execution
VOLUME => ITERATE => QUALITY => REPEAT
What to measure
QuantityMeasure the activity & steps to get to a certain goal or KPI
QualityMeasure the
conversion rates and final results.
Share Customers
aquisition
Ask me Any Sales
Question
Read Chaomatic.be/blog
NEXT ACTIONS : Accelerate your Revenues
Michael Humblet
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