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DELIVERING CUSTOMER VALUE THROUGH DISRUPTION

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Page 1: DELIVERING...Use social media to ... Collaborate with peers— use your network to facilitate conversations, establishing credibility and engender trust. Look at your internal teams—think

DELIVERING CUSTOMER VALUETHROUGH DISRUPTION

Page 2: DELIVERING...Use social media to ... Collaborate with peers— use your network to facilitate conversations, establishing credibility and engender trust. Look at your internal teams—think

What you do now will either greatly expand or reduce that gap

§ Organizations that invest in showing customers insights and value to navigate this period will emerge as trusted partners.

§ Organizations that do not will be seen at best as interchangeable service providers—if they’re seen at all.

§ There are immediate options that commercial firms can take to proactively drive a move to virtual selling that won’t result in customer friction

Before the crisis, buyers and sellers faced a fundamental disconnect.

© 2020 Korn Ferry. All rights reserved 2

68% of buyers don’t see much differentiation between sellers.

77% don’t see sellers as a business resource.

…but 90% indicated they were willing to interact differently with sellers

Page 3: DELIVERING...Use social media to ... Collaborate with peers— use your network to facilitate conversations, establishing credibility and engender trust. Look at your internal teams—think

1. Focus on perspective

Sellers cannot waste buyer’s time on check-ins or low-value conversations.

Help them navigate their new normal with insights and expertise—not by selling them something.

Be proactive and bold, with genuine, open communication focused on helping them.

CREATE A VALID BUSINESS REASON FOR EVERY CLIENT INTERACTION. ASK YOURSELF:

What is the customer going to learn from this conversation?

What expertise can you offer as they reshape businesses in response to this crisis?

© 2020 Korn Ferry. All rights reserved 3

Page 4: DELIVERING...Use social media to ... Collaborate with peers— use your network to facilitate conversations, establishing credibility and engender trust. Look at your internal teams—think

2. Reconfigure sales content

© 2020 Korn Ferry. All rights reserved 4

Take this opportunity to reframe your content strategy, adapting your interactions to engage customers virtually

Embrace agilityMove seamlessly from demo environments to collateral and presentations.

Align your contentRefine content for a range of settings (email, social media, web conference) and align to buyers’ path along the (now longer) sales cycle.

Look for acknowledgementWhen you can’t read the room, check in verbally for understanding and acceptance.

Page 5: DELIVERING...Use social media to ... Collaborate with peers— use your network to facilitate conversations, establishing credibility and engender trust. Look at your internal teams—think

3. Grow and mine your networks

Use social media to connect to your contacts—develop rapport and share perspective; use new connections to identify and understand your buying influences.

Collaborate with peers—use your network to facilitate conversations, establishing credibility and engender trust.

Look at your internal teams—think about how other organizational voices (customer success, service, product) can join sales calls and add customer value.

© 2020 Korn Ferry. All rights reserved 5

Page 6: DELIVERING...Use social media to ... Collaborate with peers— use your network to facilitate conversations, establishing credibility and engender trust. Look at your internal teams—think

© 2020 Korn Ferry. All rights reserved 6

4. REDIRECT TRAVEL TIME TO SALES ACTIVITIES

Sellers now spend only 32% of their time on client interaction—but the 10% of time they spent on travel can now be put into valuable sales activity. § Avoid losing this time to administrative

tasks like forecasting or reporting. § Put metrics and goals in place around

amount of client interaction.§ Consider ROI on those selling

activities—what activities are going to be most valuable to your clients?

Put your efforts into those activities that truly offer high-value client interaction.

Page 7: DELIVERING...Use social media to ... Collaborate with peers— use your network to facilitate conversations, establishing credibility and engender trust. Look at your internal teams—think

5. Maximize available technologies

Ask customers to record key calls (sellers get better sales notes–transcripts provide critical details to sales managers).

Better data helps you make better decisions as you rethink and reprioritize account management and opportunity planning.

Ensure they can model adoption and lead the way.

© 2020 Korn Ferry. All rights reserved 7

The average sales organization uses 10 sales technology tools—are you taking full advantage of yours?

Page 8: DELIVERING...Use social media to ... Collaborate with peers— use your network to facilitate conversations, establishing credibility and engender trust. Look at your internal teams—think

Customer intimacy matters more than ever

§ Selling at heart remains the act of acquiring, growing and retaining business relationships.

§ Building those relationships require creating positive defining moments—whenever you exceed customer expectations.

§ You can achieve this virtually, but it requires revisiting your processes, methodologies and skills to proactively drive them.

Those organizations that invest in growing customer relationships now are the ones who will thrive when the recovery comes.

© 2020 Korn Ferry. All rights reserved 8

Page 9: DELIVERING...Use social media to ... Collaborate with peers— use your network to facilitate conversations, establishing credibility and engender trust. Look at your internal teams—think

Thank you