Connecting With Your Customer by Tom Keller 2010 01 27
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Connecting With Your Customer by Tom Keller 2010 01 27
- 1. Connecting With Your Customer Tom Keller www.tkeller.com pingtk@gmail.com
- 2. Connecting With Your Customer Webster: “connected” – joined or linked together “your” – belonging to you “customer” – someone who pays for goods or services
- 3. Connecting With Your Customers
- 4. Connecting With Your Customers
- 5. My Customer Connection Dream
- 6. Earning the Cheese Customer has significant pain If perceived benefit of product/service exceeds cost, then voluntary exchange of value possible Solution must be better than could do by themselves (“economic rent”)
- 8. Flying Money Ingredient#1 Group of customers that has: Bags of money An important problem that I can profitably solve
- 9. A Word On “Better” Best! Best? Cheapest Fastest Highest quality Most convenient Most fun Most admirable values
- 10. Flying Money Ingredient #2 Best Widget
- 11. Product Features Customer pain Product Features “Marketing is the art of talking about features, but wrapping them in a value proposition” –Holly Hamann Pricing
- 12. The Power of Brand All sales are emotional People have memory, and hopes: What is the perception of how you treated them previously? How do they think you’ll treat them in the future? “A brand is a promise to a customer of quality, image, and differentiation.“ – CEO, E&J Gallo
- 14. The Power of Brand All sales are emotional People have memory, and hopes: What is the perception of how you treated them previously? How do they think you’ll treat them in the future? “A brand is a promise to a customer of quality, image, and differentiation.“ – CEO, E&J Gallo TheBlogFrog video – what is the brand? The enduring power of brands: Apple, MS
- 15. The Sales Process Brand Helpful attributes Affinity / trust / sincerity / integrity Alignment Timely & capable An aligning question: “How can I help?” Timely Sincere Expert Expedient
- 16. Flying Money Ingredient#3 Best Brand Aka perceptionas best widget (Hint: perception is reality)
- 17. Wait: Nobody Cares! Field of Dreams “Build it and they will come” = stupidest movie ever, Kevin Costner sucks It takes time and effort to make people give a damn about your schtick The science art of advertising: Making potential customers aware of, and want, your product – at the precise moment they’re feeling pain
- 18. Advertising Methods Newspaper ads Magazine ads Billboards Yellow Pages TV ads Endorsements Spam AdWords Word of Mouth
- 19. Raving Fans Increasingly, humans are making purchasing decisions based upon their social network WoM offers timely, trusted, deep product connections – for free! Ask any customer who’s had a good experience to tell a friend, tweet and/or blog about it
- 20. Flying Money Ingredient #4 Big Ad Budget Vocal, Raving Fans
- 21. The Flying Money Virtuous Cycle
Notas del editor
- I’ve let it be widely known that I’m interested in helping entrepreneurs. I’ve asked many times at CU if there’s anything I could do to help with entrepreneurial education. Finally, the good folks at NVC asked if I could talk about Connecting With Your Customer. “Sure” I said!
- I am an entrepreneur, so I am resourceful; I looked in the dictionary to help me understand what I am supposed to talk to you about.By the way, I’m pretty sure that whoever came up with this topic meant “customerS” – otherwise their entrepreneurial ventures are going to be pretty rough!But because I am an en entrepreneur, I don’t really care about Convention or What’s in the dictionary. The Most Important entrepreneurial process!
- Customer is somebody who hands me a bag of money happily
- It Still Feels WeirdWhat I want, what I really really want…