The Buyer's Journey

The world has changed?

Questions?

Two

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1. Reality or illusion?

2. Opportunity or threat?

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going to be

Is this

Easy?

Small hint!

Game-Changer

The Game

Game Changer

Customers Economy

Cloud Services

YOU

A journey into the unknown

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Get it right

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Get it wrong

You feel like this?

18

A fresh perspective

CLOUD

SaaS Delivery

Service

Quality of Service -> E2E Customer Experience 3

The Sales Cycle -> The Buyer’s Journey 2

B2B -> B2C 1

SalesChannel Europe ©2012 All rights reserved 22

Gartner Hype Cycle for Cloud Computing, 2012

Driving the What is

The Post-PC area

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Smartphone sales surpasses PC sales in 2011


Welcome to the Digital World

*Derek Thompson is a senior editor at The Atlantic


B to B B to C Customer volume Restricted clientele Large, diversified clientele

Reason for purchase B2B buyers buy for their company, are are therefore accountable.

B2C consumers buy for themselves or their family, for pleasure.

Buyer behaviour

B2B buyers make reasoned purchases, using professional procedures.

In B2C, consumers can yield to impulse buying, or buy something theyÕve fallen in love with. The emotional component is important.

Product positioning must be very clear, with the sales arguments down pat and a focus on specific added value for the company.

You have to be able to get people to buy for fun, present the product attractively, stage it appropriately and use sales arguments that appeal to emotions.

Buying process

The B2B buying process is complex: first, it has to comply with business management practices (payment timelines, order approval, logistics, support and reporting) and second, the buying decision involves many players and requires internal decision-making processes that can be very long.

For the mass market, the buying process is simple because the act of buying is often the decision of a single person.

Means B2B buyers do not spend their own, but their company's money, so do not see the expense in the same light.

Price is one of the main criteria for end consumers, since it is their own money they are spending.

Relationship

Since B2B customers are fewer in number, representatives forge closer and more personalized links with them. Relational aspects are more important than emotional factors, and loyalty is crucial.

Relationships are more limited, with representatives often never seeing a particular customer again.

Products B2B products are often complex, since they have to meet many requirements and involve a large number of people. It can also involve wholesaling.

Products are sold at the retail level. They involve all types, from very simple to very complex.

B2B Shifts to B2C

Corporate Consumers Connected Customers

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Bring Your Own Devices



B2B -> B2C 1


The Buying Process

Search

Find

Qualify

Try

Buy

Activate

Manage

Up-sell

Support

Refer

Start with the Buyer’s Journey

Differentiate

Now or Never

Moments

Make or Break

Moments

Multiplier

Moments

Keep or Lose

Moments

A Acquire

B Base

Example

35

Constant Contact

36

Constant Contact

37

Eliminating barriers to sale



B2B -> B2C 1

Quality of Service

Customer Satisfaction

End2End

Customer Experience


Basic Product/Service: • Technology • Price performance • Product quality

E2E Customer Experience: • People • Perceived value • High touch • Exceed customer expectations • Delight and astound customers

Basic Product/Service

Support Services

E2E Customer Experience

Differentiation: 3 Levels of Perceived Value

1

2

3

YOU

Basic Product/Service

Support Services: • Levels of support • Quality of service • Systems • Processes

Example

Rackspace

WHAT

HOW and

erent f

dif think

Child-like thinking

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(r)Evolution Re-imagine

Re-think

Re-align Re-design Re-invent

Re-engage

Re-peat Re-peat

Re-peat Re-peat

48

“When the rate of change externally is greater than the rate of change internally, you have a problem.”

- Jack Welch

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External speed of change

Internal speed of change

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Trusted Advisor

Becoming …

Drivers of adoption

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Get it right

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YOU

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David R Ednie President & CEO

SalesChannel Europe Ph: +33 676 60 09 25 (FRA)

Email: [email protected] Website: www.saleschannel-europe.com

YOU

The Buyer's Journey

Business

Transcript of The Buyer's Journey