Differentiating the Purchase Experience

Transcription

1 Differentiating the Purchase Experience CEB Sales Summit at Dreamforce Matthew Dixon, Executive Director, Brent Adamson, Managing Director, #DF13CEB

2 Agenda: CEB Sales Summit at Dreamforce Session 1 Session 2 Session 3 Session 4 Compete and Win in a Customer Empowered World 10:30 AM 11:30 AM Yerba Buena - Salon 7-8 The New High Performer: Why Challengers Succeed 12:00 PM - 1:00 PM Yerba Buena - Salon 7-8 Differentiating the Purchase Experience 1:30 PM 2:30 PM Golden Gate C1/C2 Rewriting the Sales Playbook: Selling the Challenger Way 3:00 PM 4:30 PM Golden Gate C1/C2 #DF13CEB

3 A Very Different Dynamic 57% Customer Due Diligence Begins Customer Engages Supplier Purchase

4 Drivers of Changing a Customer s Direction Magnitude of Driver Impact Representing a Smart/Expert Perspective Being Easy to Understand Containing Interesting Facts or Anecdotes Being Accessible/ Quick to Find (0.047) (0.096) (0.132) Non-Statistically Significant Drivers

5 Drivers of Changing a Customer s Direction Magnitude of Driver Impact Representing a Smart/Expert Perspective Being Easy to Understand Containing Interesting Facts or Anecdotes Being Accessible/ Quick to Find Teaching Customer Something New about Their Business Needs/ Challenges Providing the Customer with Compelling Reasons to Take Action (0.047) (0.096) (0.132) Statistically Significant Drivers Non-Statistically Significant Drivers

6 Thought Leadership Is Not Insight General Information Accepted Information Thought Leadership Insight Commercial Insight

7 The Bigger Task Current Behavior Desired Behavior Current Mental Model Desired Mental Model

8 Break Down the A, Then Build Up the B

9 Common Pitfalls Unoriginal Repetitive content recycles the same core ideas Scattered, Disjointed Biased Questionable Credibility Supplier-Oriented Future State-Focused Web content attics (disorganized, dated) written at different altitudes Organized by type (e.g. video, whitepaper) rather than subject Commercially slanted third-party contributors Self-referenced authority Assumed expertise through association or involvement Opens with supplier information Product features/benefits-focused Trend-heavy with little connection to customers business Factoid carpet bombing

10 Case Study: Dentsply Feature-Oriented Interaction Teaching-Oriented Interaction Our product s lightweight, ergonomic design is revolutionizing dental care. Your hygienists will love it. Impact of Hygienist Absenteeism Annual Absenteeism Rate 34% Associated Turnover 10% Lost Revenue per Missed Appointment $2,500 Total Opportunity $500,000 Features-Selling Rep Teaching Rep I d like to talk to you about the drivers and costs of hygienist absenteeism Lead with Unique Benefits Lead to Unique Benefits

11 Constructing a Mental Model Staff Skills Costs (Employees, Overhead, etc.) Durability Performance Equipment Quality Other Effective Patient Care Running a Profitable Dental Practice Staff Health/ Well Being Absenteeism Compensation Office Location Location Other Other

12 Deconstructing a Mental Model Staff Skills Costs (Employees, Overhead, etc.) Durability Performance Ergonomic Design Equipment Quality Other Effective Patient Care Running a Profitable Dental Practice 4 Staff Health/ Well Being Compensation Office Location Absenteeism Location Other Other

13 Three Ways to Disrupt a Mental Model Add a Box Re-size a Box Add an Arrow Show a driver customers did not previously recognize. Demonstrate the unexpected magnitude of a driver. Show an unexpected relationship between two things. Dentsply Example: The relationship between ergonomic design and product quality Dentsply Example: The impact of absenteeism on profitability and the importance of staff health on absenteeism Dentsply Example: The relationship between equipment quality and staff health

14 Building a Path to Disruption Current Customer Journey through Your Your Your Your Your Your Your Your Your Your Your Your Customer Thinks: They have some smart things to say Customer Journey on Marketing-Laid Disruptive Path Your Your Your Your Your Your Your Your Your Customer Thinks: I need to change what I am looking for

15 All Roads Should Lead to Commercial Insight Spark Concern Scope the Problem Personalize the Pain Breaking Down the A Commercial Insight Spark Intrigue Scope the Solution Personalize the Gain Building up the B

16 What s In vs. What s Out Spark Exploration Introduce Disruptive Ideas Confront with Disruptive Ideas Accepted Disruptive Infographics, data, factoids, blog posts, etc. about the average yearly cost of hygienist absenteeism Evidence of hidden impact of absenteeism on patient satisfaction and loyalty Evidence from a third-party medical study on how the ergonomics of dental tools impact hygienist health Pain-sizing calculator using customer data to quantify customer s specific pain resulting from direct and indirect absenteeism costs Rejected Web link to government data on average dental hygienist wages by region e-book about new trends in dental practice management Guide for Using Social Media to Attract Patients Sponsorship of hygienist continuing education classes offered by the American Dental Association Tradeshow booth that displays all products in a showcase format

17 Tracking Consumption of Disruption Spark Concern Scope the Problem Personalize the Pain Breaking Down the A Commercial Insight Spark Intrigue Scope the Solution Personalize the Gain Building up the B

18 Agenda: CEB Sales Summit at Dreamforce Session 1 Session 2 Session 3 Session 4 Compete and Win in a Customer Empowered World 10:30 AM 11:30 AM Yerba Buena - Salon 7-8 The New High Performer: Why Challengers Succeed 12:00 PM - 1:00 PM Yerba Buena - Salon 7-8 Differentiating the Purchase Experience 1:30 PM 2:30 PM Golden Gate C1/C2 Rewriting the Sales Playbook: Selling the Challenger Way 3:00 PM 4:30 PM Golden Gate C1/C2 #DF13CEB

19 Learn More Read: Follow and Join the Connect: The Challenger Sale LinkedIn Group Download: The Sales Challenge ipad App #DF13CEB

20 We want to hear from YOU! Please take a moment to complete our session survey Surveys can be found in the " My Agenda" portion of the Dreamforce app

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