Targeting and Profiling Customers and Vendors Online

ecademy, HOOVER’S, Google, LinkedIn, openBC, ryze & spoke…

Targeting

• Sales cycle = A series of conversations between the seller and the buyer(s)

Targeted Conversations

Targeting

• Emphasis is on the buyer (someone qualified and empowered to buy)

Targeted Conversations

Targeting

• Conversations have to be targeted in order to succeed.

Targeted Conversations

Targeting

• Identify the title or function of the prospect– Christopher Hurtado

President and CEO

Targeted Conversations

Targeting

• Develop a menu of business issues for each title

Targeted Conversations

Targeting

• Buying cycle begins when buyer shares a goal your offering can help achieve

Targeted Conversations

Targeting

• Title + Business Goal = Targeted Conversation

Targeted Conversations

Targeting

• You can do it from memory, because you encounter the same job titles sale after sale

Targeted Conversations

Targeting

• Obvious? Perhaps. But most salespeople don't do it!

Targeted Conversations

Targeting

• "What are the typical job titles or job functions of the decision makers and influencers your salespeople will have to have meaningful conversations with?"

Titles Plus Goals Equals Targeted Conversations

Targeting

• "Who is in a position to cost-justify, fund, buy, and implement your products and services?"

Titles Plus Goals Equals Targeted Conversations

Targeting

• 1. List your vertical industries (even if you have horizontal offerings)– High tech– Medical– Health Care– Legal

Titles Plus Goals Equals Targeted Conversations

Targeting

• 1. List your vertical industries (even if you have horizontal offerings)

• 2. For each industry list titles (or functions)

Titles Plus Goals Equals Targeted Conversations

Targeting

• "For each of these job titles, what goals or business objectives should they have in that function?"

Titles Plus Goals Equals Targeted Conversations

Targeting

• "Which of those goals are addressable through the use of your offering?“– Translation– Interpretation– Foreign Language Instruction– Cross-cultural Training

Titles Plus Goals Equals Targeted Conversations

Targeting

• "Which of those goals are addressable through the use of your offering?“– Make sure your list is replete with goals your company's

offering helps the particular title achieve

Titles Plus Goals Equals Targeted Conversations

Targeting

• "Which of those goals are addressable through the use of your offering?“– Make sure your list is replete with goals your company's

offering helps the particular title achieve– Make sure the goal is monetarily based - financial benefit

will ensure offering can be cost justified

Titles Plus Goals Equals Targeted Conversations

Targeting

• A merged list of job titles with associated goals sets the stage for Targeted Conversations

Titles Plus Goals Equals Targeted Conversations

Striker (Forward)

Targeting

• Sales-Ready Messaging in the form of questions

Solution Development Prompters (SDPs)

Targeting

• Become a buying facilitator by asking questions

Solution Development Prompters (SDPs)

Targeting

• SDPs help develop biased "buyer visions"

Solution Development Prompters (SDPs)

Targeting

• The Four Components of SDPs

Solution Development Prompters (SDPs)

Targeting

• The Four Components of SDPs– Offering

Solution Development Prompters (SDPs)

Targeting

• The Four Components of SDPs– Offering: Translation

Solution Development Prompters (SDPs)

Targeting

• The Four Components of SDPs– Offering: Translation– Industry

Solution Development Prompters (SDPs)

Targeting

• The Four Components of SDPs– Offering: Translation– Industry: Fortune 500

Solution Development Prompters (SDPs)

Targeting

• The Four Components of SDPs– Offering: Translation– Industry: Fortune 500– Title

Solution Development Prompters (SDPs)

Targeting

• The Four Components of SDPs– Offering: Translation– Industry: Fortune 500– Title: HS&E Manager

Solution Development Prompters (SDPs)

Targeting

• The Four Components of SDPs– Offering: Translation– Industry: Fortune 500– Title: HS&E Manager– Goal

Solution Development Prompters (SDPs)

Targeting

• The Four Components of SDPs– Offering: Translation– Industry: Fortune 500– Title: HS&E Manager– Goal: Improve Safety

Solution Development Prompters (SDPs)

Targeting

• Position your offering in a way that is targeted on a specific conversation

Solution Development Prompters (SDPs)

Translation & Localization

Targeting

• Position your offering in a way that is targeted on a specific conversation– Identify relevant features

Solution Development Prompters (SDPs)

Targeting

• Position your offering in a way that is targeted on a specific conversation– Identify relevant features– Eliminate irrelevant ones

Solution Development Prompters (SDPs)

Targeting

• Usage Scenarios

Solution Development Prompters (SDPs)

Targeting

• Usage Scenarios– Event

Solution Development Prompters (SDPs)

Targeting

• Usage Scenarios– Event: When traveling to Brazil

Solution Development Prompters (SDPs)

Targeting

• Usage Scenarios– Event: When traveling to Brazil– Question

Solution Development Prompters (SDPs)

Targeting

• Usage Scenarios– Event: When traveling to Brazil– Question: Would it be helpful if

Solution Development Prompters (SDPs)

Targeting

• Usage Scenarios– Event: When traveling to Brazil– Question: Would it be helpful if– Player

Solution Development Prompters (SDPs)

Targeting

• Usage Scenarios– Event: When traveling to Brazil– Question: Would it be helpful if– Player: You

Solution Development Prompters (SDPs)

Targeting

• Usage Scenarios– Event: When traveling to Brazil– Question: Would it be helpful if– Player: You– Action

Solution Development Prompters (SDPs)

Targeting

• Usage Scenarios– Event: When traveling to Brazil– Question: Would it be helpful if– Player: You– Action: Had someone with you to interpret for you so that

you could understand and be understood by those around you?

Solution Development Prompters (SDPs)

Targeting

• Sequence of Usage Scenarios– Driven by the order in which the buyer would likely

encounter them

•1•2•3

Solution Development Prompters (SDPs)

Targeting

• Templates

Solution Development Prompters (SDPs)

Targeting

• Templates– Read the book!

Solution Development Prompters (SDPs)

Profiling

• Who are your existing customers?

Demographics

Profiling

• Read Finding the Elusive Translation Buyer from Common Sense Advisory

Demographics

ProfilingDemographics

ProfilingDemographics

HS&E Security Legal Bus. Dev.

Oil & Gas Yes Yes Yes Yes

Healthcare

Yes

Entertain-ment

Yes

HS&E Security Legal Bus. Dev.

BHI Yes Yes Yes Yes

HCC Yes

IHS Yes Yes

ProfilingBehavior

Profiling

• Customer Relationship Management (CRM)

Behavior

Profiling

• Customer Relationship Management (CRM)– FREE CRM

Behavior

Profiling

• Customer Relationship Management (CRM)– FREE CRM– Salesforce.com

Behavior

Profiling

• Customer Relationship Management (CRM)– FREE CRM– Salesforce.com– SugarCRM

Behavior

Profiling

• Web Analytics

Behavior

Profiling

• Web Analytics– Awstats

Behavior

Profiling

• Web Analytics– Awstats– Webalizer

Behavior

Profiling

• Web Analytics– Awstats– Webalizer– Webalizer Ftp

Behavior

Profiling

• Web Analytics– Awstats– Webalizer– Webalizer Ftp– Subdomain Stats

Behavior

Profiling

• Web Analytics– Awstats– Webalizer– Webalizer Ftp– Subdomain Stats– Latest Visitors

Behavior

Targeting and Profiling Customers and Vendors Online

ecademy, HOOVER’S, Google, LinkedIn, openBC, ryze & spoke…

Q&A

• My contact info:– Linguistic Solutions

Christopher HurtadoPresident and CEOchristopher.hurtado@linguisticsolutions.comP.O. Box 460015Houston, TX 77056-8015tel: +1 (281) 658-6002fax: +1 (832) 201-7608mobile: +1 (281) 658-6002IM: cpaulhurtado@hotmail.comhttp://www.linguisticsolutions.com

(Questions & Answers)