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www.aha.io © Aha! 2014 How to Sell to the Unpredictable Customer {embrace The Responsive Method}

How To Sell to the Unpredictable Customer

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Customers are an oxymoron today. They are more knowable than ever before but harder to actually understand. Constantly on-the-go and hard to pin down, it’s more difficult than ever to engage them in a conversation. So, why do we keep using techniques from a decade ago to grab their attention?

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Page 1: How To Sell to the Unpredictable Customer

www.aha.io© Aha! 2014

How to Sell to theUnpredictable Customer{embrace The Responsive Method}

Page 2: How To Sell to the Unpredictable Customer

www.aha.io© Aha! 2014

Customers were once predictable

Page 3: How To Sell to the Unpredictable Customer

www.aha.io© Aha! 2014

They worked in an office

Page 4: How To Sell to the Unpredictable Customer

www.aha.io© Aha! 2014

They got magazines

Page 5: How To Sell to the Unpredictable Customer

www.aha.io© Aha! 2014

They trusted vendors

Page 6: How To Sell to the Unpredictable Customer

www.aha.io© Aha! 2014

Organizational structure and hierarchy defined how they purchased

Page 7: How To Sell to the Unpredictable Customer

www.aha.io© Aha! 2014

The Great Recession changed everything

• All industries impacted• Broad job loss• Freeze in IT

spending• Corresponding

collapse of traditional business media• Emergence of lean

approaches to everything

Page 8: How To Sell to the Unpredictable Customer

www.aha.io© Aha! 2014

Customers are now unpredictable, on the go, and stretched to keep up…

Page 9: How To Sell to the Unpredictable Customer

www.aha.io© Aha! 2014

…but they are better connected, more versatile, and well informed

Page 10: How To Sell to the Unpredictable Customer

www.aha.io© Aha! 2014

But it’s highly unsatisfying and unlikely to generate a loyal following (of humans)

We have entered anew era and a new approach

is needed

Page 11: How To Sell to the Unpredictable Customer

www.aha.io© Aha! 2014

Where those who are most accessible and respond fastest will be most rewarded

Page 12: How To Sell to the Unpredictable Customer

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re spon siveadjective

:reacting quickly and positively

Welcome toThe Responsive Method

Page 13: How To Sell to the Unpredictable Customer

www.aha.io© Aha! 2014

Interactions with urgency are what propel people and organizations forward

Page 14: How To Sell to the Unpredictable Customer

www.aha.io© Aha! 2014

But it’s highly unsatisfying and unlikely to generate a loyal following (of humans)

Velocity plus four skills define

The Responsive Methodfor selling to the

unpredictable customer

Page 15: How To Sell to the Unpredictable Customer

www.aha.io© Aha! 2014

1. Predict the future

Page 16: How To Sell to the Unpredictable Customer

www.aha.io© Aha! 2014

Be where your customer is going

Page 17: How To Sell to the Unpredictable Customer

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It’s time for Content Bingo. Where will your customer land?

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2. Talk you

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You can sell one big idea. Know your sentence.

Customers buy our product because ______________________.

Page 20: How To Sell to the Unpredictable Customer

www.aha.io© Aha! 2014

Make it:Short.Unique.Personal.

Page 21: How To Sell to the Unpredictable Customer

www.aha.io© Aha! 2014

3. Welcome interrupts

Page 22: How To Sell to the Unpredictable Customer

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Most people are taught to try to tune out distractions rather than being open to them…

Page 23: How To Sell to the Unpredictable Customer

www.aha.io© Aha! 2014

But it’s highly unsatisfying and unlikely to generate a loyal following (of humans)

… but, a potential customer needs something from you right now

Page 24: How To Sell to the Unpredictable Customer

www.aha.io© Aha! 2014

But it’s highly unsatisfying and unlikely to generate a loyal following (of humans)

And does not care if it comes from Marketing or Sales

Page 25: How To Sell to the Unpredictable Customer

www.aha.io© Aha! 2014

But it’s highly unsatisfying and unlikely to generate a loyal following (of humans)

4. Know thyself

Page 26: How To Sell to the Unpredictable Customer

www.aha.io© Aha! 2014

Look at what you have done and whether it’s good

(aka measure it)

Page 27: How To Sell to the Unpredictable Customer

www.aha.io© Aha! 2014

Compressed response time = accelerated value + satisfaction for everyone

Page 28: How To Sell to the Unpredictable Customer

www.aha.io© Aha! 2014

Your customer is waiting. Somewhere.Go now.

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www.aha.io© Aha! 2014

This is The Responsive Method

Page 30: How To Sell to the Unpredictable Customer

www.aha.io© Aha! 2014

Aha! is the world’s #1 product roadmap software

Create brilliant go-to-market plans and visual roadmaps

Sign up for a free trial

Page 31: How To Sell to the Unpredictable Customer

www.aha.io© Aha! 2014

All product and company names and logos in this presentation are trademarks of their respective owners.