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Targeting and Profiling Customers and Vendors Online. ecademy, HOOVER’S, Google, LinkedIn, openBC, ryze & spoke…. Targeted Conversations. Targeting. Sales cycle = A series of conversations between the seller and the buyer(s). Targeted Conversations. Targeting.
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Targeting and Profiling Customers and Vendors Online ecademy, HOOVER’S, Google, LinkedIn, openBC, ryze & spoke…
Targeted Conversations Targeting • Sales cycle = A series of conversations between the seller and the buyer(s)
Targeted Conversations Targeting • Emphasis is on the buyer (someone qualified and empowered to buy)
Targeted Conversations Targeting • Conversations have to betargeted in order to succeed.
Targeted Conversations Targeting • Identify the title or function of the prospect • Christopher HurtadoPresident and CEO
Targeted Conversations Targeting • Develop a menu of business issues for each title
Targeted Conversations Targeting • Buying cycle begins when buyer shares a goalyour offering can help achieve
Targeted Conversations Targeting • Title + Business Goal = Targeted Conversation
Targeted Conversations Targeting • You can do it from memory, because you encounter the same job titlessale after sale
Targeted Conversations Targeting • Obvious?Perhaps. But most salespeople don't do it!
Titles Plus Goals Equals Targeted Conversations Targeting • "What are the typicaljob titles or job functions of the decision makers and influencers your salespeople will have to have meaningful conversations with?"
Titles Plus Goals Equals Targeted Conversations Targeting • "Who is in a position to cost-justify, fund, buy, and implement your products and services?"
Titles Plus Goals Equals Targeted Conversations Targeting • 1. List your vertical industries (even if you have horizontal offerings) • High tech • Medical • Health Care • Legal
Titles Plus Goals Equals Targeted Conversations Targeting • 1. List your vertical industries (even if you have horizontal offerings) • 2. For each industry list titles (or functions)
Titles Plus Goals Equals Targeted Conversations Targeting • "For each of these job titles, what goals or business objectives should they have in that function?"
Titles Plus Goals Equals Targeted Conversations Targeting • "Which of those goals are addressable through the use of your offering?“ • Translation • Interpretation • Foreign Language Instruction • Cross-cultural Training
Titles Plus Goals Equals Targeted Conversations Targeting • "Which of those goals are addressable through the use of your offering?“ • Make sure your list is replete with goals your company's offering helps the particular title achieve
Titles Plus Goals Equals Targeted Conversations Targeting • "Which of those goals are addressable through the use of your offering?“ • Make sure your list is replete with goals your company's offering helps the particular title achieve • Make sure the goal is monetarily based - financial benefit will ensure offering can be cost justified
Titles Plus Goals Equals Targeted Conversations Targeting • A merged list of job titles with associated goals sets the stage for Targeted Conversations Striker (Forward)
Solution Development Prompters (SDPs) Targeting • Sales-Ready Messaging in the form of questions
Solution Development Prompters (SDPs) Targeting • Become a buying facilitator by asking questions
Solution Development Prompters (SDPs) Targeting • SDPs help develop biased "buyer visions"
Solution Development Prompters (SDPs) Targeting • The Four Components of SDPs
Solution Development Prompters (SDPs) Targeting • The Four Components of SDPs • Offering
Solution Development Prompters (SDPs) Targeting • The Four Components of SDPs • Offering: Translation
Solution Development Prompters (SDPs) Targeting • The Four Components of SDPs • Offering: Translation • Industry
Solution Development Prompters (SDPs) Targeting • The Four Components of SDPs • Offering: Translation • Industry: Fortune 500
Solution Development Prompters (SDPs) Targeting • The Four Components of SDPs • Offering: Translation • Industry: Fortune 500 • Title
Solution Development Prompters (SDPs) Targeting • The Four Components of SDPs • Offering: Translation • Industry: Fortune 500 • Title: HS&E Manager
Solution Development Prompters (SDPs) Targeting • The Four Components of SDPs • Offering: Translation • Industry: Fortune 500 • Title: HS&E Manager • Goal
Solution Development Prompters (SDPs) Targeting • The Four Components of SDPs • Offering: Translation • Industry: Fortune 500 • Title: HS&E Manager • Goal: Improve Safety
Solution Development Prompters (SDPs) Targeting • Position your offering in a way that is targeted on a specific conversation Translation & Localization
Solution Development Prompters (SDPs) Targeting • Position your offering in a way that is targeted on a specific conversation • Identify relevant features
Solution Development Prompters (SDPs) Targeting • Position your offering in a way that is targeted on a specific conversation • Identify relevant features • Eliminate irrelevant ones
Solution Development Prompters (SDPs) Targeting • Usage Scenarios
Solution Development Prompters (SDPs) Targeting • Usage Scenarios • Event
Solution Development Prompters (SDPs) Targeting • Usage Scenarios • Event: When traveling to Brazil
Solution Development Prompters (SDPs) Targeting • Usage Scenarios • Event: When traveling to Brazil • Question
Solution Development Prompters (SDPs) Targeting • Usage Scenarios • Event: When traveling to Brazil • Question: Would it be helpful if
Solution Development Prompters (SDPs) Targeting • Usage Scenarios • Event: When traveling to Brazil • Question: Would it be helpful if • Player
Solution Development Prompters (SDPs) Targeting • Usage Scenarios • Event: When traveling to Brazil • Question: Would it be helpful if • Player: You
Solution Development Prompters (SDPs) Targeting • Usage Scenarios • Event: When traveling to Brazil • Question: Would it be helpful if • Player: You • Action
Solution Development Prompters (SDPs) Targeting • Usage Scenarios • Event: When traveling to Brazil • Question: Would it be helpful if • Player: You • Action: Had someone with you to interpret for you so that you could understand and be understood by those around you?
Solution Development Prompters (SDPs) Targeting • Sequence of Usage Scenarios • Driven by the order in which the buyer would likely encounter them • 1 • 2 • 3
Solution Development Prompters (SDPs) Targeting • Templates
Solution Development Prompters (SDPs) Targeting • Templates • Read the book!
Demographics Profiling • Who are your existingcustomers?
Demographics Profiling • Read Finding the Elusive Translation Buyer from Common Sense Advisory
Demographics Profiling
Demographics Profiling
