How to develop customer trust and commitment in a digital age
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The document discusses how customer behaviors and expectations have changed, making it more difficult to develop customer commitment and trust. It outlines five foundations of customer commitment: attention, interest, trust, interaction, and engagement. It then describes a pipeline development framework that organizations can use to plan, execute, and measure their efforts to generate leads and opportunities at different stages of maturity, from initial and ad-hoc to defined, managed, and optimized. The framework addresses key areas like target markets, sales cycles, messaging, and enabling technology. It concludes by describing seven traits of sales professionals who can consistently build pipelines: revenue responsibility, focus, customer centricity, accountability, technology competence, an agile mentality, and empathy.
How to develop customer trust and commitment in a digital age
- 1. @heinzmarketing Buildings Don’t Write Checks How to develop customer trust and commitment in a digital age Matt Heinz Founder & President, Heinz Marketing Inc
- 2. @heinzmarketing Housekeeping • The deck is yours • If it looks like a spreadsheet…. • Want the full-day version? Let me know… • Want the workbook behind this? Email me at matt@heinzmarketing.com • Also, bacon…
- 3. @heinzmarketing I am serious about the bacon
- 4. @heinzmarketing One slide to rule them all
- 5. @heinzmarketing Is this the modern funnel?
- 6. @heinzmarketing Only two sales stages matter
- 7. @heinzmarketing Only two sales stages matter
- 8. @heinzmarketing Why is selling so hard today?
- 9. @heinzmarketing Is it how we sell…. ….or how they buy?
- 10. @heinzmarketing Impact on the entire lifecycle
- 12. @heinzmarketing Five customer changes impacting your success
- 13. @heinzmarketing Your customers are: 1. Busier than ever
- 14. @heinzmarketing
- 15. @heinzmarketing Your customers are: 1. Busier than ever 2. Self-educated
- 16. @heinzmarketing When do they call you?
- 17. @heinzmarketing Your customers are: 1. Busier than ever 2. Self-educated 3. Skeptical 4. Distrustful 5. Jaded
- 18. @heinzmarketing Your customers are: 1. Busier than ever 2. Self-educated 3. Skeptical 4. Distrustful 5. Jaded 6. A lot like you!
- 19. @heinzmarketing How do you break through?
- 21. @heinzmarketing So what IS working today?
- 23. @heinzmarketing Let’s not pretend this is new…
- 24. @heinzmarketing Based in CEB research
- 25. @heinzmarketing 1. How you sell is more important than what you sell
- 26. @heinzmarketing 4. Challengers teach, tailor & take control
- 27. @heinzmarketing 9. The value of your insights trumps the quality of your product
- 28. @heinzmarketing 25. Be memorable, not agreeable
- 29. @heinzmarketing The Five Foundations of Customer Commitment
- 30. @heinzmarketing The Five Foundations of Customer Commitment 1. Attention
- 31. @heinzmarketing The Five Foundations of Customer Commitment 1. Attention 2. Interest
- 32. @heinzmarketing The Five Foundations of Customer Commitment 1. Attention 2. Interest 3. Trust
- 33. @heinzmarketing The Five Foundations of Customer Commitment 1. Attention 2. Interest 3. Trust 4. Interaction
- 34. @heinzmarketing The Five Foundations of Customer Commitment 1. Attention 2. Interest 3. Trust 4. Interaction 5. Engagement
- 35. @heinzmarketing The Five Foundations of Customer Commitment 1. Attention 2. Interest 3. Trust 4. Interaction 5. Engagement
- 36. @heinzmarketing The Pipeline Development Framework Target Market Sales Cycle Team Message Reach Enabling Technology Metrics of Success
- 37. @heinzmarketing The Pipeline Development Framework Target Market Sales Cycle Team Message Reach Enabling Technology Metrics of Success Plan & Understand Execute Measure
- 38. @heinzmarketing Pipeline Development Framework: Plan & Understand Target Market Sales Cycle Team Message Segments, Ideal Customer Profile(s), target & prioritized accounts, personas, qualification criteria, list building Length of time, number of meetings, decision process, buyer journey, deal size (how people buy) Roles and responsibilities, skills structure, hand-offs, prospecting->engagement->closing->onboarding “Point of view”, value proposition, subject matter expertise (need/outcome), trust validation
- 39. @heinzmarketing Pipeline Development Framework: Execute Reach Enabling Technology Phone, email, social, IRL, events. The playbooks and outreach flows to contact prospects. Contact details, automated outreach/nurture, deal tracking
- 40. @heinzmarketing Pipeline Development Framework: Measure Metrics of Success Contacts created, leads generated, opportunities created, connect rates, conversion rates, revenue contribution
- 41. @heinzmarketing The Pipeline Development Framework Target Market Sales Cycle Team Message Reach Enabling Technology Metrics of Success Segments, Ideal Customer Profile(s), target & prioritized accounts, personas, qualification criteria, list building Length of time, number of meetings, decision process, buyer journey, deal size (how people buy) Roles and responsibilities, skills structure, hand-offs, prospecting->engagement->closing->onboarding “Point of view”, value proposition, subject matter expertise (need/outcome), trust validation Phone, email, social, IRL, events. The playbooks and outreach flows to contact prospects. Contact details, automated outreach/nurture, deal tracking Contacts created, leads generated, opportunities created, connect rates, conversion rates, revenue contribution
- 42. @heinzmarketing Pipeline Development Maturity Model Initial Ad-Hoc Defined Managed Optimized Target Market Lack of clearly defined target market and Ideal Customer Profile (ICP), no personas Limited/assumption-based approach to market/customer. Limited to no qualification criteria defined Ideal Customer Profile defined, personas defined and articulated Known accounts, defined and agreed to qualification criteria, defined and confirmed personas Iterative approach to target account identification, dynamic personas, qualification criteria drives targeting Sales Cycle No known or defined repeatable approach Ad hoc approach & understanding of how customer buys Understood time and decision making process, friction remains Known and articulated buying journey, enablement focus Selling process aligned with buying process, all known friction removed Team Undefined roles and responsibilities, no skills mapping/development Major functional roles defined, high churn, low performance Roles, responsibilities, and competency profiles defined and operational Responsibilities and hand-offs known and operational, team is performing Aligned team structure, career path and skill milestones Message No unified message and/or compelling value proposition Confusing and disorganized message, no consistency and company-centric Defined messaging and positioning mapped to audience, speaking to market and needs vs. feature/benefit Content editorial calendar in place, major trust validation content in production, defined industry “point of view” Versioned strategic messaging framework approach, content editorial calendar speaks to customer need/outcome Reach One-off bulk emails, direct ask outreach “Every person for themselves” with no coordination Sales playbook(s) in place but used for reference vs. execution Coordinated efforts among email, phone, online, offline channels Integrated and executed outreach “plays” across channels Enabling Technology Limited to no real technology in place. Basic email, phone, spreadsheets Individual purchase decisions drive technology, low utilization, no integrated plan Major categories purchased and in place, some coordination among teams All current tools configured and utilized to justify expenditures Technology aligned with process, approach in place to test new tools Metrics of Success Random and inconsistent measurement Individual teams and contributors track and promote their metrics Major categories tracked but bias towards actions vs. outcomes Alignment around creating opportunities and revenue contribution across all activities Full funnel measurement and accountability
- 43. @heinzmarketing Housekeeping • The deck is yours • If it looks like a spreadsheet…. • Want the full-day version? Let me know… • Want the workbook behind this? Email me at matt@heinzmarketing.com • Also, bacon…
- 44. @heinzmarketing
- 46. @heinzmarketing Thank you! Matt Heinz President, Heinz Marketing @heinzmarketing matt@heinzmarketing.com
- 47. @heinzmarketing Seven traits of predictable pipeline professionals 1/16/2019Heinz Marketing, Inc47
- 48. @heinzmarketing 1. Revenue Responsibility 1/16/2019Heinz Marketing, Inc48
- 49. @heinzmarketing Revenue responsibility in practice • Quick sales vs. lifetime value • Good sales vs. bad sales • Expensive customers, higher churn likelihood • Can you buy a beer with it? • Business vs. commission check mindset 1/16/2019Heinz Marketing, Inc49
- 51. @heinzmarketing Attributes of a focused sales pro • Daily plan • Evening evaluation & recalibration • Minimized distractions • Effective triage • Distraction management (internally & externally) 1/16/2019Heinz Marketing, Inc51
- 52. @heinzmarketing 3. Customer Centric 1/16/2019Heinz Marketing, Inc52
- 53. @heinzmarketing Heinz Marketing, Inc This doesn’t write checks!
- 54. @heinzmarketing 4. Personal accountability 1/16/2019Heinz Marketing, Inc54
- 55. @heinzmarketing Accountability means… • Transparency • Constructive criticism & improvement • Macro & micro calibrations • Proactive adjustments • Daily discipline 1/16/2019Heinz Marketing, Inc55
- 56. @heinzmarketing 5. Technology competence 1/16/2019Heinz Marketing, Inc56
- 57. @heinzmarketing Is your tech helping or hurting? • What problem does it solve? • What does it automate or accelerate? • What is your system or process? • Can it scale beyond you? 1/16/2019Heinz Marketing, Inc57
- 58. @heinzmarketing 6. Agile mentality 1/16/2019Heinz Marketing, Inc58
- 59. @heinzmarketing What is your tolerance for chaos? • Speed and focus amidst change • Quick recalibration & new game plan development • The power of humility 1/16/2019Heinz Marketing, Inc59
- 61. @heinzmarketing What empathy means… • For your peers • For your sales organization • For other departments • For your customers • What is important to THEM? 1/16/2019Heinz Marketing, Inc61
- 62. @heinzmarketing Last slide last • Respect your customer • Lead with value • Establish daily habits • Manage your time
Editor's Notes
- #26: Over half of customer loyalty is a result of not what you sell but how you sell it People often prefer favorite over best
- #27: Push customer out of their comfort zone (vs being accepted into it) Challenger focuses on customer vs. (relationship builder more concerned about customer convenience)
- #28: New ideas to help customers save money or make money Cost of problem they did or didn’t’ know they had