This document discusses relationship strategies for improving customer relationships and selling more now. It provides examples of implementing a relationship process through defining the customer experience, collecting feedback, integrating sales and marketing activities, and using technology for repeatability and scale. Case studies are presented showing how companies have applied relationship strategies to different business problems like beneficiary mailings and trade show follow-up to generate more sales. The presentation emphasizes testing strategies, applying the core elements of the relationship process, and focusing on both short and long-term customer value and profitability.
2. Sales & Marketing Consultants
We define and execute
relationship strategies
New Customer Program
Sell more now.
Customer Development Program
The right people doing the right things
We use technology for leverage, all the time.
scale, and repeatability
SalesLink
Sales effectiveness
Sales activity management
Customer feedback
Customer Value. Right. Now. 2
3. We help companies define and execute their
key relationship strategies
Customer Value. Right. Now. 3
4. Agenda
Value Scorecard
Focus on Relationships
Case Studies
Applying these concepts in your organization
Customer Value. Right. Now. 4
5. 6.2 Full Potential
7.1
6.4
6.3 New business
7.8
Customer value
6.3
7.4
6.7
6.3 Marketing Strategies
Technology
6.1
Customer Value. Right. Now. 5
12. Your Is helpful and
Company responsive.
Your Provides feedback
Customer and insight.
Uses customer
Your feedback to
Company create value.
Your Is more satisfied,
Customer loyal and profitable.
Customer Value. Right. Now. 12
13. Creating Success Isn’t Easy
Some of us are executing best
practices, but it’s complex, time
consuming, and can take away from
core selling time.
Some of us know what to do, but not
how to do it.
Others have very few new ideas of
how to build the business.
Customer Value. Right. Now. 13
15. Relationship strategy: delivers a repeatable and
scalable process that leverages relationship (rather
than price and product) to sell more now.
Customer Value. Right. Now. 15
16. The Relationship Strategy Process
Customer Experience
Create Customer Value
Sales
Marketing & Engagement Marketing &
Support Support
Feedback
Management
Technology
Plan – Execute - Manage - Learn
Customer Value. Right. Now. 16
21. MD Management:
Relationship Program
Business as usual was not working
“Product performance” message falls on deaf
ears over time
Traditional approach has been for Sales to
cold-call unrelated to other Marketing activity
Opportunity to rethink the way we prospect –
use an offer of information to earn the right to
a sales conversation.
Customer Value. Right. Now. 21
22. Best Practice: Relationship Strategies
Customer Experience
Create Customer Value
Sales
Marketing & Activity Marketing &
Support Support
Feedback
Management
Technology
Plan – Execute - Manage - Learn
Customer Value. Right. Now. 22
24. Reps Can Edit the Program and Plan Who They Will Call
Bulk
Assignment
Select
Customers
Edit Status
Program
Summary
Call Dates
Customer Value. Right. Now. 24
25. Best Practice: Relationship Strategies
Customer Experience
Create Customer Value
Sales
Marketing & Activity Marketing &
Support Support
Feedback
Management
Technology
Plan – Execute - Manage - Learn
Customer Value. Right. Now. 25
26. Pre-call Marketing
• Marketing pieces are timed to go out 8 days prior to planned calls
• Key Messages vary by segment
• Personalized from rep
• Drives calls, request for information and key contact data
Customer Value. Right. Now. 26
27. Best Practice: Relationship Strategies
Customer Experience
Create Customer Value
Sales
Marketing & Activity Marketing &
Support Support
Feedback
Management
Technology
Plan – Execute - Manage - Learn
Customer Value. Right. Now. 27
28. Key Relationship Data
Preferences
Needs and
Interests Competitive
Relationships
Objections
Customer Value. Right. Now. 28
40. Results
Results are statistically
Overall Conversion valid with a confidence
Relationship Prospect y% interval of 95%
Program
Test and control
Control Group x% groups were tracked
Incremental Lift 159% for over 48 months
Customer Value. Right. Now. 40
41. Teachers Life:
Insurance Beneficiary Mailing
Administrative process to confirm beneficiary status
High cost with little/no tie to sales
Opportunity to use relationship process to sell more
now.
Customer Value. Right. Now. 41
42. Your Is helpful and
Company responsive.
“Life changes all the time. At Teachers Life
we’re passionate about protecting you and your
family as your situation changes. Please tell us
a bit about yourself so that we can continue to
develop products to serve you better.”
Customer Value. Right. Now. 42
43. Your Provides feedback
Customer and insight.
Personalized
Microsite
Presence of children (and ages)
Home ownership
Specific insurance needs:
“Ensuring I have enough Life
Insurance to protect my family”
“Insuring my children and
grandchildren for life”
“The flexibility of using Life Insurance
to protect my mortgage or new home”
“Protecting assets and insuring myself
against critical illness”
“Other”
Customer Value. Right. Now. 43
44. Uses customer
Your feedback to
Company create value.
Thank the customer
Reference their feedback
Customer knows we listened
Information requests and leads
sent to sales
Provide sales with support
material
Follow-up scripts
Email copy
Relevant collateral
Customer Value. Right. Now. 44
45. Your Is more satisfied,
Customer loyal and profitable.
Results
Short-term: Generated 14% of annual
sales target (from just this one program)
Long-term: Feedback results in
• Relationship information for future use
• shorter sales cycle
• more efficient future spend
Customer Value. Right. Now. 45
47. Best Practice: Relationship Strategies
Customer Experience
Create Customer Value
Sales
Marketing & Activity Marketing &
Support Support
Feedback
Management
Technology
Plan – Execute - Manage - Learn
Customer Value. Right. Now. 47
48. Put your Best
Foot Forward
Put your best foot forward
Pre-call warm-up
Call follow-up
Meeting follow-up
Message follow-up
No contact follow-up
After a sale
Asking for referrals
Making sure that you are
Timely in response
Relevant in message
Engaging in tone
Compelling in value offer
Make it easy
Do it every time
Customer Value. Right. Now. 48
49. Predetermine your ‘Best’ messaging for every
occasion. Use technology. Make it easy to execute.
Micro-Sites
Personalized HTML Email
Websites
Personal PDF’s
Customer Value. Right. Now. 49
50. COLD-FX:
Trade Show Follow-Up
100% Booth visitors that received
customized, personalized email within
72 hours.
42% People who opened the email
8% People who took some other
action (responded, visited website, etc.)
Customer Value. Right. Now. 50
53. Customize Categories and Topics with Copy,
Links to URLs, Micro-Sites and PDFs
Categories
o Our Discussion
o Of Interest
o To Review
o Next Steps
Topics
o New Customer Acquisition
o Increasing Customer Value
o Marketing & Sales
Integration
o More Sales Now
Customer Value. Right. Now. 53
58. How can you apply
the relationship
process in your
organization to sell
more now?
Customer Value. Right. Now. 58
59. Your Is helpful and
Company responsive.
Four key
elements in the
relationship Your Provides feedback
process. Customer and insight.
How do you Your
Uses customer
feedback to
make this Company create value.
repeatable and
scalable?
Your Is more satisfied,
Customer loyal and profitable.
Customer Value. Right. Now. 59
61. sales
Be helpful and marketing
responsive.
Integrate investments
in existing activities.
support
Customer Value. Right. Now. 61
62. Collect
feedback.
Uncover the key data
needs, preferences,
and other essential
feedback.
Customer Value. Right. Now. 62
63. Sell more now.
Use insights to enable
higher conversion today
and lay the foundation for
longer-term success.
Customer Value. Right. Now. 63
64. Automated Marketing Activities
Marketing Programs
New Client Welcome Client Referrals
Acquire New Clients Competitive Response
Needs Review Client Appreciation
Seminar Satisfaction Survey
Keep in Touch Retention
Occasion Cards Client Education
Product Launch
Business Building Tools
Build my Brand Key Support Collateral
Micro-sites Target Prospect Lists
Customer Value. Right. Now. 64
65. Relationship strategies are powerful when
applied to each stage of the lifecycle.
Retain Reactivate
Referral
Acquisition
Cross-sell
Up-sell
Welcome
Prospect Active Customer Inactive
66. Six things you can do right now
(All testable. All with existing budgets.)
Customer Value. Right. Now. 66
67. Thank your customer and ask
for feedback. Show them you
listened.
Customer Value. Right. Now. 67
68. Offer your customers help in
making their purchase decision
(even if its not with you).
Give them a calculator,
information, workshop or other
tools to guide them.
Customer Value. Right. Now. 68
69. Use your administrative contact
(e.g. a statement mailing) to collect
actionable feedback.
Customer Value. Right. Now. 69
70. Present your customers with
a “no-strings-attached” value
program.
Customer Value. Right. Now. 70
71. Give your customers access to
experts who can help them.
Customer Value. Right. Now. 71
72. Have every salesperson ask two
key questions in their next sales
call. Take action on what they hear.
Customer Value. Right. Now. 72