What to do when your customers won’t buy. Real life learning’s from Caelen King, CEO of RevaHealth.com

1. Overcoming Friction in
Caelen King, CEO RevaHealth.com
Web Based Sales

2. Who am I?
• CEO & Founder of RevaHealth.com
• VP Product at NewBay Software
• Product Marketing Manager for Baltimore Technology's
flagship product line - UniCERT

3. Let's Make a Money Making Machine
• Create a network where consumers
and suppliers come together
• Take a small % of the transaction in
some way or another
• It's the classic Internet 'Create a
Billionaire' model
• We were going to do it for healthcare
• Dream dream dream ...

4. It Didn't Work Out

5. Why?
• Our customers wouldn't buy
from us
• They weren't used to buying
marketing
• In fact they didn't buy anything
online

7. Examples of Friction Online
Company Action Friction Resolution
Book meeting I wanted to see the Booked direct with
MeetingsBooker
Room room hotel
Register Domain Sale delayed by 4
Black Knight Difficult to use
Names days
Used Escrow
3rd Party Domain Names Lack of Trust
Service
Twitter Reply to message Unavailable None
Called and got
123.ie Buy car insurance Price
better price
Not used to buy
Mick's Garage Buy Roof rack Called to finalise
car parts online

8. How do you overcome Friction?
• Remove it
• Increase desire
• Rearrange the friction so it doesn't
interfere with maximum desire
• Add lubricant

9. Your Sales Team is The
Lubricant

10. You can't lubricate
everything
• You could send
someone out to their
office to answer their
every question
• But it is very, very
expensive
• You don't put oil over
your entire bicycle - you
only put it on the bits
that need it

11. Strategy
• Recognise the friction points
• Recognise the customer point of maximum desire
• You need to know when they happen and be able to
apply lubrication immediately

12. Potential Customer Life Line - Where to add the
lube?

13. Potential Customer Life Line - Where to add the
lube?

14. Good Enough can be
Better
• This is still clumsy
• It doesn't capture the moment
of peak desire
• The moment when the clinic
books a patient
• Solution give them a CRM tool
and let them tell you when they
book a patient

15. Existing Customer
Life Cycle
• Now you have an established
purchase method
• Friction point is every renewal
• Desire to overcome problem is
low because investment is low
• Solution - If using a sales force
as lubricant do annual / large
sales

16. So I need Highrise?
• Auto generate tasks when
tigger points in the web
application are hit
• Use an API to put them into a
contact management system
• WRONG

17. Full Scale CRM

18. Problems with a 3rd Party CRM
• Difficult to keep the databases in sync
• Once the sales team don't trust the data it's worse than
useless
• Always either too heavy weight and or too lightweight
• For companies who's website is their customer database
you should consider BYO

19. Conclusions
• Ideally remove & rearrange friction and increase desire so sales can be
automated
• If not possible then use a sales force
• Effective use of sales force depends on timing
• Automate the recognition of trigger points and give the customer the
ability to tell you when they are ready to purchase
• Create auditable tasks and reconciles against revenues
• In the same way that online marketing is metrics driven so should your
sales force

20. Thank you for Listening
Slides are @ blog.revahealth.com
@revahealth
cking@revahealth.com