Sheet 1
Content
Group
  Buying Decision
    Impulse Purchase
      You can afford to LOSE the ££
      Functional OR emotional
      Low number of people affected
      One move, buy it
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    Considered Purchase
      Big problem if you LOSE the ££
      Functional AND emotional
      High number of people affected
  Stepping stones
    Marketing lay down the stones
    Salesperson LEADS them along, one step in front
    Salespeople do not PUSH them from behind i.e. to the next stage
  Kotler Model
    Awareness (see it)
      Go networking!
      Be a flirt!
      Be visible
      Go to conferences where your clients go
      Hiding behind social media will not "do it"
      Find some content to generate an "emotional" response
      You have sub-5 seconds to trigger that emotional response
      From Trevor. Dogs have owners, cats have slaves
      Treat clients like cats. If you never feed them, they never come home again.
    Interest (like it)
      Do I "like" it i.e. your product?
      Outbound activities
      How do we get people interested?
      Good questions and more importantly, good listening!
      Blog posts, asking/answering questions in forums
    Evaluation (suss it)
      Evidence + Endorsement
      Sales people must start using LinkedIn a LOT!
      Prove credibility
      Research your network
      More about logic than emotion
    Trial (try it)
      Maybe they've bought your "starter product"
      Take the Prospect to a real Client account
      People will call people if they can find contact details
      Proposals
        You have these problems (we understand you)
        We are going to do "this"
        And this is how we are going to do it
        Simon Sinek, start with why
      Do the "this is what you need" email before we do the proposal
    Adoption (buy & use it)
      "Take on as if it were your own"
      The moment between buying it and using it
      The "Welcome Window"
      What are you "communication points"
      Can you invite the client team to your "factory"
      Managing expectations
      Keep them informed, calm, no surprises
      Trevor thinks FAQs are sub-optimal
      Something that says thank you
        Bryony sends a card with a cat on it
        Trevor sends a teddy bear
      What is our "gateway product"?
    Loyalty (love it)
      First job of marketing!
      Getting clients to love your stuff?
      Case studies work really well
      How can you REASSURE people that they
made the right decision
      Re-using content from the press, awards etc
      Get clients involved in your content
      The company must have a brand
      Brand me and brand company must be congruent