High-Tech High-Touch Selling for the Events Industry (EEAA 11-09) Craig Rispin presents to the EEAA in Sydney. http://www.eeaa.com.au/conf09.php

1. High-Tech High Touch
Selling
Customer Relationship Management(CRM)

2. CRM Defined:

3. CRM Defined:
The strategies, processes, people
and technologies used by companies
to successfully attract and retain
customers for maximum corporate
growth and profit.

4. Clock Partners

5. Clock Partners
Clive
Joe Julie
Mark

6. Discussion:

7. Discussion:
Clock Partners - Interview each other:

8. Discussion:
Clock Partners - Interview each other:
What companies do you buy from that provide an
extraordinary offering or customer experience?

9. Discussion:
Clock Partners - Interview each other:
What companies do you buy from that provide an
extraordinary offering or customer experience?
What are some some of the ways they interact
with you as a client that you like?

10. Discussion:
Clock Partners - Interview each other:
What companies do you buy from that provide an
extraordinary offering or customer experience?
What are some some of the ways they interact
with you as a client that you like?
Can you think of both a High-Tech example and
a High-Touch one?

11. selling process is a funnel and typically the filtering process looks like: leads:
prospects: presentations: closed sales. (See figure). At each stage the number in each
successive group reduces until you close a sale. This is the end of the funnel. The
business is closed. Time to find another lead. The view that the process is a funnel is
The High-Touch Hourglass
a potentially dangerous and costly misconception due to its very limiting nature.
A High Touch salesperson has a very different perspective.
The High Touch Selling System is an Hourglass. When
a High Touch sale is made it’s the end of the getting Leads
process and the beginning of the growing process. (See
figure.) You learn a great deal about your client when Prospects
making a sale. Would you knowingly want to waste
such a huge opportunity? Of course not. Presentations
Jack Welch former CEO of GE said “We have only two Pending
sources of competitive advantage: the ability to learn
Sale
more about our customers faster than the competition
and: the ability to turn that learning into action faster
than the competition.” High Touch Selling is about Clients
turning the learning into action.
Most Growable
High Touch sales activity now focuses on developing Clients
the client relationship and the range of business
Most Valuable
transacted. The goal is to grow the amount of business Clients
with each client and expand the results. Now the
process looks like an hourglass.
The Sales Funnel tracks getting the business. The Hour Glass Selling System adds the

12. selling process is a funnel and typically the filtering process looks like: leads:
prospects: presentations: closed sales. (See figure). At each stage the number in each
successive group reduces until you close a sale. This is the end of the funnel. The
business is closed. Time to find another lead. The view that the process is a funnel is
The High-Touch Hourglass
a potentially dangerous and costly misconception due to its very limiting nature.
A High Touch salesperson has a very different perspective.
The High Touch Selling System is an Hourglass. When
a High Touch sale is made it’s the end of the getting Leads
process and the beginning of the growing process. (See
figure.) You learn a great deal about your client when Prospects
making a sale. Would you knowingly want to waste
such a huge opportunity? Of course not. Presentations
Jack Welch former CEO of GE said “We have only two Pending
sources of competitive advantage: the ability to learn
Sale
more about our customers faster than the competition
and: the ability to turn that learning into action faster
than the competition.” High Touch Selling is about Clients
turning the learning into action.
Most Growable
High Touch sales activity now focuses on developing Clients
the client relationship and the range of business
Most Valuable
transacted. The goal is to grow the amount of business Clients
with each client and expand the results. Now the
process looks like an hourglass.
The Sales Funnel tracks getting the business. The Hour Glass Selling System adds the

13. selling process is a funnel and typically the filtering process looks like: leads:
prospects: presentations: closed sales. (See figure). At each stage the number in each
successive group reduces until you close a sale. This is the end of the funnel. The
business is closed. Time to find another lead. The view that the process is a funnel is
The High-Touch Hourglass
a potentially dangerous and costly misconception due to its very limiting nature.
A High Touch salesperson has a very different perspective.
The High Touch Selling System is an Hourglass. When
a High Touch sale is made it’s the end of the getting Leads
process and the beginning of the growing process. (See
figure.) You learn a great deal about your client when Prospects
making a sale. Would you knowingly want to waste
Typical Sales Funnel:
such a huge opportunity? Of course not. Presentations
Jack Welch former CEO of GE said “We have only two Pending
sources of competitive advantage: the ability to learn
Sale
more about our customers faster than the competition
and: the ability to turn that learning into action faster
than the competition.” High Touch Selling is about Clients
turning the learning into action.
Most Growable
High Touch sales activity now focuses on developing Clients
the client relationship and the range of business
Most Valuable
transacted. The goal is to grow the amount of business Clients
with each client and expand the results. Now the
process looks like an hourglass.
The Sales Funnel tracks getting the business. The Hour Glass Selling System adds the

14. selling process is a funnel and typically the filtering process looks like: leads:
prospects: presentations: closed sales. (See figure). At each stage the number in each
successive group reduces until you close a sale. This is the end of the funnel. The
business is closed. Time to find another lead. The view that the process is a funnel is
The High-Touch Hourglass
a potentially dangerous and costly misconception due to its very limiting nature.
A High Touch salesperson has a very different perspective.
The High Touch Selling System is an Hourglass. When
a High Touch sale is made it’s the end of the getting Leads
process and the beginning of the growing process. (See
figure.) You learn a great deal about your client when Prospects
making a sale. Would you knowingly want to waste
Typical Sales Funnel:
such a huge opportunity? Of course not. Presentations
Jack Welch former CEO of GE said “We have only two Pending
sources of competitive advantage: the ability to learn
Sale
more about our customers faster than the competition
and: the ability to turn that learning into action faster
than the competition.” High Touch Selling is about Clients
turning the learning into action.
Most Growable
High Touch sales activity now focuses on developing Clients
the client relationship and the range of business
Most Valuable
transacted. The goal is to grow the amount of business Clients
with each client and expand the results. Now the
process looks like an hourglass.
The Sales Funnel tracks getting the business. The Hour Glass Selling System adds the

15. selling process is a funnel and typically the filtering process looks like: leads:
prospects: presentations: closed sales. (See figure). At each stage the number in each
successive group reduces until you close a sale. This is the end of the funnel. The
business is closed. Time to find another lead. The view that the process is a funnel is
The High-Touch Hourglass
a potentially dangerous and costly misconception due to its very limiting nature.
A High Touch salesperson has a very different perspective.
The High Touch Selling System is an Hourglass. When
a High Touch sale is made it’s the end of the getting Leads
process and the beginning of the growing process. (See
figure.) You learn a great deal about your client when Prospects
making a sale. Would you knowingly want to waste
Typical Sales Funnel:
such a huge opportunity? Of course not. Presentations
Jack Welch former CEO of GE said “We have only two Pending
sources of competitive advantage: the ability to learn
Sale
more about our customers faster than the competition
and: the ability to turn that learning into action faster
The High-Touch Hourglass:
than the competition.” High Touch Selling is about Clients
turning the learning into action.
Most Growable
High Touch sales activity now focuses on developing Clients
the client relationship and the range of business
Most Valuable
transacted. The goal is to grow the amount of business Clients
with each client and expand the results. Now the
process looks like an hourglass.
The Sales Funnel tracks getting the business. The Hour Glass Selling System adds the

16. Jack Welch, Ex-CEO of GE

17. Jack Welch, Ex-CEO of GE
“We have only two sources of competitive
advantage: the ability to learn more about
our customers faster than the competition -
and the ability to turn that learning into
action faster than the competition.”

18. Harvey Mackay

19. Harvey Mackay
“Humanise your selling strategy.”

20. The Mackay 66 - www.HarveyMackay.com
!"#$%&'(")*"&'''''''''''''''''''''''''''''''''''''''''''''+++,-"#$%&.")*"&,)/. !"#$%&'(")*"&'''''''''''''''''''''''''''''''''''''''''''''+++,-"#$%&.")*"&,)/.
4. Telephone:
The Mackay 66
Customer Profile Business: __________________________
It's critical to have information about your customer. Armed with the right knowledge, you can outsell,
Home: __________________________
outmanage, outmotivate and outnegotiate your competition. Knowing your customer means knowing what your
customer really wants. Maybe it's your product, but maybe there is something else, too: recognition, respect, 5. Birth date: _______________________
reliability, service, friendship, help - things all of us care more about as human beings than we care envelopes.
Once you attach your personality to the proposition, people start reacting to the personality, and stop reacting Place
to the proposition.
___________________________________________________________________________
Use this questionnaire to develop a profile of each customer. Some of your resources for the information might
include receptionists, suppliers, newspapers, assistants, trade publications, and the customers themselves. Look, Hometown
listen, and learn all you can about the customer, both personally and professionally. You'll find topics for
opening conversations, which can open doors for you and your company. ___________________________________________________________________________
Date __________________________ 6. Height (approx.) _________________
Customer Weight (approx.) _________________
1. Name Education
___________________________________________________________________________ 7. High school
Nickname ___________________________________________________________________________
___________________________________________________________________________ Year graduated ____________________
2. Company name College
___________________________________________________________________________ ___________________________________________________________________________
3. Address Year graduated ____________________
___________________________________________________________________________ 8. College honors
Home address ___________________________________________________________________________
___________________________________________________________________________ Degrees
___________________________________________________________________________
1 2

21. Clock Partners

22. Clock Partners
Clive
Joe Julie
Mark

23. Customer Database or CRM

24. Customer Database or CRM
An Essential Tool for High-Tech Selling

25. Customer Database or CRM
An Essential Tool for High-Tech Selling
What do you use?

26. Customer Database or CRM
An Essential Tool for High-Tech Selling
What do you use?
Do you love it? Hate it?

27. Customer Database or CRM
An Essential Tool for High-Tech Selling
What do you use?
Do you love it? Hate it?
How do you get info into it?

28. Customer Database or CRM
An Essential Tool for High-Tech Selling
What do you use?
Do you love it? Hate it?
How do you get info into it?
What do you wish you could do with it?

29. www.SalesForce.com

30. www.SalesForce.com

31. www.BatchBook.com

32. www.BatchBook.com

38. How do you get info into it?

39. How do you get info into it?
Data entry (yuk!)

40. How do you get info into it?
Data entry (yuk!)
Scanner (ok)

41. How do you get info into it?
Data entry (yuk!)
Scanner (ok)
Getting a Pulse

42. How do you get info into it?
Data entry (yuk!)
Scanner (ok)
Getting a Pulse
Enhancing you eMemory

43. How do you get info into it?
Data entry (yuk!)
Scanner (ok)
Getting a Pulse
Enhancing you eMemory
Social Networks

44. LiveScribe.com

45. LiveScribe.com

46. Evernote.com

47. Evernote.com

48. Evernote.com

49. www.ScanSnap.com

50. www.Linkedin.com

51. www.Linkedin.com

56. Managing Customer Expectations
Customer Satisfaction =

57. Managing Customer Expectations
Your Performance
Customer Satisfaction =

58. Managing Customer Expectations
Your Performance
Customer Satisfaction =
Customer Expectations

59. Extra-ordinary Service
What ordinary thing can you do that little
bit extra that could delight your customers?

60. Extra-ordinary Service
What ordinary thing can you do that little
bit extra that could delight your customers?

61. www.SendOutCards.com

62. Iven Frangi - www.CXM.com.au

63. Iven Frangi - www.CXM.com.au
“Give a customer an experience
they can’t get anywhere else -
and they won’t go anywhere else.”

64. Field Trip Exercise
Go to the retail store that rules them all.
Steal their ideas and adapt them to your
own business.
Yes, you can.
Has anyone already been there?

65. Trend Watching the Events Industry

66. Trend Watching the Events Industry
What’s the #1 Mega Marketing
Trend that The Economist Magazine
has picked for the last 2 years?

67. 12
Reaching Global Executives:
Megatrends in B2B Marketing
2009 Report

68. 1
MEGATREND ONE
The shift to 360º thought leadership
A
sked to rate the value of various marketing user communities) and passive (print) promotional
activities on a five-point scale, meetings/ channels.
conferences and research/surveys top the list. The way forward is clearly a heavier reliance on
Today B2B providers view a broad array of creating a programme of thought leadership that
sponsored programmes, such as conferences and takes advantage of multiple-entry-point messaging.
white papers, as a valuable means of capturing
attention and persuading decision makers. 1. How important are the following non-traditional categories
of marketing activity to your organisation?
This is not to say that traditional advertising (Mean score out of 5)
has lost its appeal. Instead, the conclusion is that Meetings/conferences
3.85
organisations seeking to promote their businesses
Research/surveys
are increasingly relying on a range of channels, 3.76
White papers, executive summaries, articles
including print. 3.61
Specifically, these cross-channel programmes Website advertising and sponsorship
3.40
engage, inform and motivate target markets across Rankings, economic analysis and original content
a broad range of both active (meetings, webcasts, 3.25
Webcasts, podcasts and interactive forums
3.01
Source: 2006 sponsors survey (134 respondents)

69. This is
Where
Thought
Leaders
Operate

70. Thought Leadership Defined

71. Thought Leadership Defined
• The term was first coined in 1994, by Joel Kurtzman,
editor-in-chief of the magazine, Strategy+Business

72. Thought Leadership Defined
• The term was first coined in 1994, by Joel Kurtzman,
editor-in-chief of the magazine, Strategy+Business
• “Thought leaders are individuals or organisations
that are recognised by peers, customers and industry
experts as someone who deeply understand the
business they are in, the needs of their customers,
and the broader marketplace in which they operate.”

73. Thought Leadership Defined
• The term was first coined in 1994, by Joel Kurtzman,
editor-in-chief of the magazine, Strategy+Business
• “Thought leaders are individuals or organisations
that are recognised by peers, customers and industry
experts as someone who deeply understand the
business they are in, the needs of their customers,
and the broader marketplace in which they operate.”
• “Thought leaders have a distinctively original idea,
a unique point of view or an insight.”

74. !"#$%"&'()*+),-"./'
0)&-'1&&)2&.#2
3'#4'&")'&#/'55'!""!#$%&!'()*+',"'-!$$%.-')'
,"'%.&,/&!'!"#$%"&'
()*+),-"./'6*,7)&.2%
How would you rate the effectiveness of the following marketing vehicles in getting your attention?
Mean Rating (N~344)
Speech or presentation at a conference or trade show 3.7
Case studies describing successful customer solution implementations 3.7
Article in the business or trade press 3.4
Invitation to a Webinar, seminar, or workshop 3.4
Analyst firm recommendation (such as Gartner/IDC/Forrester) 3.3
Search engine hits when doing research or surfing the Web 3.2
White paper offered on the Internet 3.1
Electronic newsletter from the service firm 2.9
Conference sponsorship 2.8
Direct mail brochure 2.5
Email from a sales representative from the service firm 2.3
Phone call from a sales representative from the service firm 2.3
TV or print advertisement 2.3
Vendor's blog 2.3
Online advertisement 2.2
Sporting or cultural event sponsorship 2.0
Source: ITSMA, How Customers Choose Study, North America, 2007

75. !"#$%"&'()*+),-"./'0*,1)&.2
!"#$%&"'%()'*+,+'$%-%./0+'$

76. !"#$%"&'()*+),-"./'0*,1)&.2
!"#$%&"'%()'*+,+'$%-%./0+'$
This is
Where
Thought
Leaders
Operate

77. High-Tech High Touch
Selling
Customer Relationship Management(CRM)

78. Craig Rispin, CSP
Business Futurist & Innovation Expert
Know First
Be First
Profit First
Innovation:
The Ultimate
Survival Tool
R
How to Think
AKEE Like a Futurist
SPE TH
OF R!
YEA
• Know First, Be First, Profit First
Learn about the business, people and technology trends transforming business around
the world. Craig will show you the driving forces impacting your industry - and give you
specific ideas to gain a strategic advantage. See exactly how to profit from the
massive changes ahead.