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Selling in ZMOT (zero moment of truth)

As presented at PMANC in California, this presentation walks you through the basics of selling in the zero moment of truth. Buyers are in more control than ever and you have to influence those buyers every chance you get.

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Selling in ZMOT (zero moment of truth)

  1. 1. Selling in the Zero Moment Of Truth Dale Denham, MAS+ @daledenham www.linkedin.com/in/daledenham www.geiger.com Slides available at www.slideshare.net/therealdaledenham
  2. 2. Awareness Action Opportunities
  3. 3. Zero Moment of Truth influences which brands make the shopping list, where shoppers choose to buy and with whom they share the results.
  4. 4. A decision making moment
  5. 5. Buyers learn and decide at the ZMOT.
  6. 6. Today’s Buying Process Stimulus ZMOT FMOT SMOT
  7. 7. Stimulus • Advertisement (online or offline) • Catalog • Email • Experience
  8. 8. ZMOT The moment when the customer does research and make decision about buying your product. From You
  9. 9. FMOT This moment occurs when a customer first encounters a product on your store’s shelf.
  10. 10. SMOT This moment occurs when the customer experiences your product for the first time.
  11. 11. You must provide the information shoppers naturally crave in all the ways they crave it. Stimulus ZMOT FMOT SMOT
  12. 12. Stimulus • Receives email
  13. 13. FMOT
  14. 14. Good SMOT leads to
  15. 15. Today’s Buying Process Stimulus ZMOT FMOT SMOT
  16. 16. Is Not Linear
  17. 17. Rules have Changed Online decision making has skyrocketed… Your online marketing budget has not…
  18. 18. What Can You Do?
  19. 19. Action - Stimulus • Email marketing • Social media marketing • Classic marketing
  20. 20. Stimulus – Email Marketing • Weekly emails to prospects and customers
  21. 21. Stimulus – Social Media Marketing
  22. 22. Stimulus – Classic Marketing • Cold calls • Catalogs • Trade shows
  23. 23. Stimulus Leads to ZMOT Opportunities
  24. 24. ZMOT – Is Usually Not Stimulus Searches are usually done in response to a stimulus
  25. 25. Action - ZMOT • Samples • Blog • SEO • Social • Video • Reviews • PPC
  26. 26. ZMOT - Samples • Nothing beats a sample
  27. 27. ZMOT - Samples • Nothing beats a sample • Except a spec sample
  28. 28. ZMOT - Blog Extremely important Use LinkedIn blogging tool for best exposure
  29. 29. ZMOT - SEO • Blogging is a part of SEO • Landing pages are important • Custom product pages Requires large investment You cannot win most battles Focus locally
  30. 30. ZMOT - Social When YOU are the PRODUCT What does your social presence and profile say about you?
  31. 31. ZMOT - Video • Video is a part of SEO • Product reviews are a great way to do videos
  32. 32. ZMOT - Reviews • Reviews are crucial to ZMOT • Most industry sites have no reviews • Use your blog – Review products – Link review in proposals
  33. 33. ZMOT - PPC • Your name • Your company name • Keywords – local • Your best selling products – local • Google shopping • Remarketing • Social advertising
  34. 34. It Must Work Together • Bad ZMOT + Good FMOT = Low Chance • Good ZMOT + Bad FMOT = No Sale • Good ZMOT + Bad SMOT = Low Repeat Orders
  35. 35. A Word about FMOT • Have a great website • Spend time really analyzing options • A great web experience is critical – Far more important than 100,000 products
  36. 36. Another ZMOT Scenario • Stimulus = Proposal/Presentation
  37. 37. What Does Your Client Do?
  38. 38. What Does Your Client See?
  39. 39. What Does Your Client Learn?
  40. 40. Are You Offering a Fair Price?
  41. 41. Before You Quote
  42. 42. Some Zero Moments to Prepare for • Details from your proposal – Item# – Item name • Promotional products [town name] • [name] complaints • [name] sucks • [name] review
  43. 43. ZMOT Mobile • People may search for you on mobile – Easy to find phone # – Easy to find address Focus on your contact information for mobile
  44. 44. The Buyer is in Control • Buyer has need to satisfy • Emotional investment in finding the best solution • Has often made their choice before they contact you
  45. 45. The Buyer Knows What does that mean for you in terms of how you communicate
  46. 46. Right Place
  47. 47. Right Time
  48. 48. Right Content • Answer questions people are asking • Use your blog – Include product names – Include your location
  49. 49. Practical Steps to Win the ZMOT • Have a great website • Active on Social • Blog • Advertise – PPC – Social – Remarketing Target narrowly, you can’t compete with big boys
  50. 50. Practical Plan to Win the ZMOT • Weekly – Blog about a product on LinkedIn – Post at least 2x per week on social sites – Write reviews of every product you sell • Monthly – Update adwords – Video post – Non product blog • Yearly – Update social profiles
  51. 51. Selling in the Zero Moment Of Truth Dale Denham, MAS+ @daledenham www.linkedin.com/in/daledenham www.geiger.com Slides available at www.slideshare.net/therealdaledenham

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