May 2017 version of our Relm deck

1. NATIVE DIGITAL
Selling complex things in a
WORLD
MAY 2017

2. THE WAY OUR BUYERS BUY
HAS CHANGED COMPLETELY
OVER THE LAST 10 YEARS
THE WAY WE SELL TO THEM?... NOT AT ALL

3. W E A R E L I V I N G I N A N E W E R A O F S E L L I N G
PRE-INTERNET EARLY INTERNET NATIVE DIGITAL
1990's to early 2000's Mid 2000's to Mid 2010's ..the next decade

4. W H A T ' S T H E
D I F F E R E N C E ?
EARLY INTERNET NATIVE DIGITAL
Focus on automating the old
Core systems at the centre (efficiency)
Only Companies can scale
Focus on building the new
Buyers at the centre (effectiveness)
Individuals can scale

5. W H A T W O U L D A N A T I V E L Y D I G I T A L S A L E S
P R O C E S S L O O K L I K E ?
hint: You would get your buyers to design it with you

6. I WANT SOMEONE, THAT I
TRUST... TO HELP ME NAVIGATE
TO THE RIGHT OUTCOME
YOUR BUYERS

7. I WANT SOMEONE, THAT I
TRUST... TO HELP ME NAVIGATE
TO THE RIGHT OUTCOME
YOUR BUYERS

8. HOW DO I HELP GET OUR INDIVIDUAL PEOPLE TO
GAIN A POSITION OF TRUST WITH OUR BUYERS?
...and then get them to help their buyers navigate a complex
decision process?

9. More TRUST More SCALE
More
TM
FOCUS
RELM
More FEEDBACK
a sales platform
for the
NATIVELY DIGITAL

10. 01TRUST
WITHOUT THIS
NOTHING HAPPENS
Making a sale is all about
trust. Trust is all about
relationships. And relationships
are all about people. The ideal
is a relationship where your
buyers trust you to give them
counsel. To achieve this, you
MUST resonate with their
worldview. "This person really
understands me". Beware the
signal to noise ratio, as in this
world "noise" destroys trust -
as it shouts a lack of
understanding.

11. 02SCALE
THERE IS NOT
JUST ONE OF YOU
Most of the current models of
customer engagement have
sought to automate the old
world. In that world "economies
of scale" reigned supreme. This
put COMPANIES and their
systems at the centre of the
engagement. So they could
achieve the required scale. In
this world, INDIVIDUALS scale...
endlessly. You can "get in front
of" as many clients as you
wish - but it requires a change
in mindset, skillset & toolset.

12. 03FOCUS
DECIDE WHERE
YOUR EFFORT GOES
There are those buyers that
require a lot of convincing, and
then there are those that love
your story - and you "had at
hello". Which would you rather
spend your time with? Knowing
which is which, as early as
possible, is the key to success.
This freedom is unlocked by
opening up the top of your
funnel - substantially. Be more
like a Marketer. Reach more
buyers... and focus only on those
that engage with your story

13. 04FEEDBACK
DATA FOR DRIVING
CONTINOUS IMPROVEMENTS
There is SIGNAL, and then there
is NOISE. Some content gets
amazing cut-through, and some
falls on deaf ears. Knowing which
is which is a required science
today. Be it understanding which
buyers in a given deal engage
with your pitch - your deal
health. Or how your company
messaging resonates with your
target buyers - your signal:noise
ratio. Gaining real-world feedback
from buyers is the key to
improvement.

14. Your own web-presence, with the ability to hyper-target content
Your own email and social marketing engine
Complete analytics to gain insights into buyer behavior
A marketplace to source content
What is Relm?A MARKETING STACK FOR NATIVELY DIGITAL SELLERS

15. A L I G N T O T H E I R B U Y I N G P R O C E S S ,
N O T Y O U R S E L L I N G O N E
LOOSEN
THE
STATUS
QUO
COMMIT
TO
CHANGE
EXPLORE
POTENTIAL
SOLUTIONS
COMMIT
TO
SOLUTION
JUSTIFY
SOLUTION
CHOICE
MAKE
A
SELECTION
TRUST FACTOR #1

16. S P E A K T O T H E I R R O L E
CEO
BUSINESS GM
CIO
PROCUREMENT
TRUST FACTOR #2

17. S P E A K T O T H E I R S I T U A T I O N
RETAIL
FINANCIAL
SERVICES
TRUST FACTOR #3

18. DELIVER MESSAGES THAT
RESONATE
BUYING PROCESS
ROLE
SITUATION
HOW TO BUILD TRUST?

19. IF YOUR POTENTIAL BUYER HAD THE ENERGY TO
SEE ONLY ONE PIECE OF CONTENT...
...which one would it be?
why?

20. DESIGN REACH TEACH ENGAGE
that
WIN
conversations
that
FIT
prospects
that
PROVOKE
lessons
that
RESPOND
buyers