a structured approach to customer acquisition
TRANSCRIPT
Call us: 08453 707 024 or visit: www.weareoctopusgroup.netwww.weareoctopusgroup.net | www.inflexion-point.com 1
Implementing a
Structured Approach to
Customer Acquisition
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4 Critical Priorities
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Customer
Intimacy
Understanding
what they really
care about…
…and knowing
what you can
do to help
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Market
Intimacy
Organisational
Intimacy
Stakeholder
Intimacy
3 Layers of Intimacy…
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Market
Intimacy
Market Dynamics
Market Trends
Legislation
Regulation
Competition
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Market
Intimacy
Organisational
Intimacy
Market Share
Competitive
Position
Leader/Follower
SystemsInitiatives
Market Dynamics
Market Trends
Legislation
Regulation
Competition
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Market
Intimacy
Organisational
Intimacy
Stakeholder
Intimacy
Roles
Responsibilities
Goals
Influence
Relationship
Market Share
Competitive
Position
Leader/Follower
SystemsInitiatives
Market Dynamics
Market Trends
Legislation
Regulation
Competition
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2 Approaches to Market Segmentation…
Establish the Borders Highlight the Hotspots
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Ideal Customer Profiles
Target Organisations
Demographic Characteristics
• Size, Sector and Location…
Structural Characteristics
• Long-term attractiveness…
Situational Characteristics
• Short-term attractiveness…
Behavioural Characteristics
• Chances / Ease of doing
business…
Key Stakeholders
• Typical job titles
• Role in the decision process
• Key priorities and challenges
• What matters to them
• Cost of Inaction
• Our value to them
• What sets us apart
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Macro Insights
Things that are generally true
for your target markets
Micro Insights
Things that are specifically
important to your prospects
+
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A Flawed Analogy…
Artisans
AutomatonsNOT
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Customer Acquisition System
Satisfied
with the
Status Quo
Open to the
possibility
of change
Deciding
whether
they need
to act
Defining
their
decision
criteria
Selecting
the best
available
option
Validating
their
decision
Customer
A buying process, not a selling process
Stages defined by the evolution of the buying decision process
Progress measured by the buyer’s behaviour and not sales activity
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Buyer-defined Milestones
Satisfied
with the
Status Quo
Open to the
possibility
of change
Deciding
whether
they need
to act
Defining
their
decision
criteria
Selecting
the best
available
option
Validating
their
decision
Customer
A credible contact
with an active
interest
A clear need that
we can satisfy
really well
A compelling
reason to take
action
Favourable
decision process
and criteria
Told we have been
selected – finalise
terms
We receive a valid
bookable purchase
order
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Aligned Activities
Satisfied
with the
Status Quo
Open to the
possibility
of change
Deciding
whether
they need
to act
Defining
their
decision
criteria
Selecting
the best
available
option
Validating
their
decision
Customer
During each stage…
The Prospect’s Perspective
❯ What are their priorities?
❯ What do they need to know?
❯ Where are they getting their information?
❯ What do they expect of us?
❯ How will they decide whether to proceed?
❯ What could hold them back?
Our Perspective
❯ What are our priorities?
❯ What do we need to know?
❯ How can we get the information?
❯ What we expect of them?
❯ How will we decide whether to proceed?
❯ What could hold us back?
Call us: 08453 707 024 or visit: www.weareoctopusgroup.netwww.weareoctopusgroup.net | www.inflexion-point.com 15
Aligned Activities
Satisfied
with the
Status Quo
Open to the
possibility
of change
Deciding
whether
they need
to act
Defining
their
decision
criteria
Selecting
the best
available
option
Validating
their
decision
Customer
Call us: 08453 707 024 or visit: www.weareoctopusgroup.netwww.weareoctopusgroup.net | www.inflexion-point.com 16
3 levels of intimacy
Hotspots not boundaries
Macro insights<>micro insights
Artisans not automatons
Easy buy not hard sell
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Inflexion-Point Revenue Growth Architecture
Pro
spe
cts
Cu
sto
mers
Continuous Learning
Call us: 08453 707 024 or visit: www.weareoctopusgroup.netwww.weareoctopusgroup.net | www.inflexion-point.com 18
Revenue Growth Architects
Transforming Sales Effectiveness
visit www.inflexion-point.com