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”)

7. “Rent” and Pricing

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

13. Video - TheBlogFrog

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