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Inside the Buyer's Brain: How to Turn Insights Into Action

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Inside the Buyer's Brain: How to Turn Insights Into Action Inside the Buyer’s Brain: How to Turn Insights Into Action Presented by Lee Frederiksen, Liz Harr, and Sylvia Montgomery Chat Live on Twitter! Today’s Hashtag: #HingeBrain SMPS CEUs Hinge is an SMPS Approved Provider of continuing education units (CEUs)! Today’s Speakers Lee Frederiksen, Ph.D. Elizabeth Harr Sylvia Montgomery Managing Partner Partner, Account Director CPSM, Senior Partner Hinge Marketing Hinge Marketing Hinge Marketing [email protected] [email protected] [email protected] Connect with me on LinkedIn: Connect with me on LinkedIn: Connect with me on LinkedIn: in/leefrederiksen In/eharr In/sylviamontgomery Connect on Twitter: Connect on Twitter: @BrandStrong @HingeMarketing #HingeBrain" Inside the Buyer’s Brain #HingeBrain" 5 Agenda ›! Research background ›! Finding the right targets ›! Closing the sale ›! Expanding the relationship ›! Wrap-up and questions #HingeBrain" 6 Research: Buyers vs. Sellers #HingeBrain" Research: Winners vs. Runners-Up ›! Rain Group: 700 complex B-to-B sales ›! Buyers responsible for $3.1 billion in annual purchases ›! Compared winner to 2nd place finisher #HingeBrain" Top 10 Business Challenges #HingeBrain" Importance of Seller’s Services to Solving Buyer’s Business Challenges #HingeBrain" 10 Buyers and Sellers Competitor Lists #HingeBrain" 11 Closing the Relevance Gap ›! Specialize in particular industries ›! Change your services or bundle them by issue ›! Talk about your services differently #HingeBrain" 12 Real World Example: APT #HingeBrain" 13 Real World Example: APT #HingeBrain" 14 Real World Example: Congressional Federal Government Furlough Relief Program #HingeBrain" 15 Real World Example: Congressional Federal Bundling of services by issue: ›! Relief loan program ›! Personal loans ›! Line-of-credit limit increases ›! Payment deferment on existing loans ›! Quick delivery of credit cards, debit cards, and checks ›! Financial coaching #HingeBrain" 16 Real World Example: Celerity #HingeBrain" 17 Top Selection Criteria #HingeBrain" 18 What Buyers Want to Avoid #HingeBrain" 19 What Tips the Scale? #HingeBrain" 20 Winners vs. Runners-Up Winners! Runners-Up #HingeBrain" Winners vs. Runners-Up Winners! Runners-Up #HingeBrain" Winners vs. Runners-Up Winners! Runners-Up #HingeBrain" Real World Example: Quinn Evans #HingeBrain" 24 Real World Example: PCM Services #HingeBrain" 25 Real World Example: GHT Limited #HingeBrain" 26 Buyer Interest in New Services #HingeBrain" Buyer Awareness of Seller Services #HingeBrain" How New Services Should Be Offered #HingeBrain" Starting to Expand the Relationship ›! Have a dedicated relationship manager ›! Incorporate a review of business issues into your project plan ›! Identify opportunities and assess how your firm might help ›! Review issues and suggested approaches with clients #HingeBrain" 30 Probability That Buyers Will Recommend #HingeBrain" Why Haven’t You Referred? #HingeBrain" A Three-Step Strategy to Getting Referrals 1.! Promote your best clients for experience-based referrals. 2.! Articulate your area of expertise for specialization- based referrals. 3.! Make it easy for prospects and non-clients to make reputation-based referrals through content marketing. #HingeBrain" 33 Experience-Based Referrals ›! Identify highest referral potential ›! Get permission ›! Ask for referrals if appropriate ›! Do a case study on clients and promote it •! Bonus: Make a video case study ›! Include them on a featured client list ›! Feature them on a panel at an event #HingeBrain" 34 Real World Example: Digital Accomplice #HingeBrain" 35 Specialization-Based Referrals ›! Create home pages for each industry ›! Develop a specialization-based conference ›! Conduct client or influencer interviews ›! Publish a specialization-based blog ›! Do a specialization-based research study ›! Partner with specialization specific firms #HingeBrain" 36 Real World Example: Computer Sciences Corp #HingeBrain" 37 Reputation-Based Referrals ›! Wide distribution of content •! White papers •! Webinars and Speaking Engagements •! Research studies •! Videos •! Books and Guides •! Blog posts •! Articles •! Consultations ›! Publish a signature piece #HingeBrain" 38 Real World Example: Intel #HingeBrain" 39 Free 2014 Marketing Planning Consultation ü! For webinar registrants only! We’ll discuss: •! How your marketing plan compares to best practices in your industry •! How educating your audiences leads to more targeted traffic on your website – and more qualified leads •! Ways to prioritize your marketing strategies to build reputation online Simply respond to our follow up email. 40 Free Resources Inside the Free Chapter: Online Marketing for Buyer’s Brain Professional Professional Services Services Marketing www.hingemarketing.com/library Thank you! Questions? Lee Frederiksen, Ph.D. Connect with Hinge Managing Partner, Hinge Marketing [email protected] www.hingemarketing.com/blog Connect with me on LinkedIn: www.twitter.com/HingeMarketing in/leefrederiksen www.facebook.com/HingeMarketing Connect on Twitter: www.linkedin.com/companies/Hinge @HingeMarketing www.hingemarketing.com Sylvia Montgomery 703.391.8870 CPSM, Senior Partner Hinge Marketing [email protected] Elizabeth Harr Partner, Account Director, Hinge Marketing Connect with me on LinkedIn: [email protected] In/sylviamontgomery Connect with me on LinkedIn: Connect on Twitter: @BrandStrong In/eharr 42 .
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