The Ultimate Indestructible Blueprint for Maximizing Sales in 2017

President & Creative Director Meredith Communications Twitter: @MeredithCSP #IBSOrlando

Meredith Oliver, MCSP, MIRM

Available at the BuilderBooks Booth

FANtastic Experiences PRIME us to buy

#IBSOrlando

CX + CJ Customer Experience Customer Journey

#IBSOrlando

Awareness Consideration Decision

The Buying Journey

#IBSOrlando

Awareness Awareness

FANS

Make It About The Fans

The Fan Factor

Make More Sales

Founder PurpleGoldfish.com Think Tank Twitter: @StanPhelpsPG #IBSOrlando

Stan Phelps, JD/MBA

Available at the BuilderBooks Booth

Metaphor of a Purple Goldfish TM

1. Throw-ins (value)

Credit: The Human Brand

HIGH

LOW

LOW

HIGH

25% to 125%

4x All Clients are not Created Equal

Moment of Truth

WHY A GOLDFISH?

GIVE A LITTLE UNEXPECTED EXTRA

GUPPY LOVE

Average Goldfish =

3 inches

Their Growth and Your Business is Affected by Five

Factors:

1. SIZE OF THE BOWL= MARKET

2. AMOUNT OF OTHER GOLDFISH= COMPETITION

3. QUALITY OF THE WATER= ECONOMY

4. FIRST 12O DAYS= START-UP

5. GENETIC MAKE-UP= DIFFERENTIATION

WHY PURPLE?

The additional giftor to give more

LAGNIAPPE

1. Throw-ins (value)

!

12 Types of Purple Goldfish 1. Throw-ins 2. In the Bag/Out of the Box 3. Sampling 4. First / Last Impressions 5. Guarantees 6. Pay it Forward

7. Follow-Up 8. Added Service 9. Convenience 10. Waiting 11. Special Needs 12. Handling Mistakes

G = Give

GiveL = Little

GiveLittleU = Unexpected

GiveLittleUnexpectedE = Extras

Exercise: Identifying a Purple Goldfish in the Wild

Awareness Awareness Awareness I might have a need...

Awareness Awareness Theyll fight over it when youre dead

FANtastic Marketing High Quality Product Niched, Target Audience

User-Friendly Website

Compelling Graphics

Powerful Brand Story

Extensive Digital Footprint

Awareness Awareness

Find a home in one click or less

#IBSOrlando

Google Analytics Top Pages Report

Define where you build Preview homes under construction Offer pricing information Sell your company story Establish your credibility Persuade why choose you

Does Your Website

User Interface

1.Written Content 2.Visual Content

1. Photos 2. Videos 3. Virtual Tours 4. Interactive Site Maps 5. Interactive Floor Plans 6. Testimonials & Reviews

Visual Content

Avg. Session Duration 3:00 to 5:00 min/per visit Pages/Session 1 to 1.5 pages per minute visited

Bounce Rate 30% to 40% Floor Plan Pages - :30 1:00 time on page

Community Pages 1:30 2:00 time on page

Goal Conversions 1 2% of unique users

Google Analytics Audience Overview

Google Analytics Behavior Flow Report

Heat Map Tracking Tools

Awareness Awareness Consideration I definitely have a need and Im exploring my options...

President Evan Carroll and Associates Twitter: @evancarroll

Evan Carroll

Two Lessons 1.Care about how the customer feels.

2.Qualified leads are a precious resource.

Whats Your Job?

Job: Build a Relationship Goal: Generate a Sale

Three Rs

Relationship

Readiness

Responsiveness

Basic Expected Advanced

Responsiveness

Relationship

Readiness

1. Basic Responsiveness

BE ON TIME

COMMUNICATE PROACTIVELY

LISTEN TO UNDERSTAND

PREPARE FOR MEETINGS

INFORMATION RICH

2. Build Relationships

Getting to know the customer as a person is the most important thing.

Sales Manager

SMILE

SHARE A STORY

OPEN

FOCUS ON THEM

FLATTER A BIT

Idea: Seek opportunities to go above and beyond.

3. Harmonize the Experience

everything your brand does for customers everything your business processes do to them

= how the experience makes them feel

What emotions does your product convey?

How can you establish and maintain those emotions throughout the sales process?

CHOICE

LOCATION

LIFESTYLE

Which touchpoints allow you to reinforce emotions?

To create a lasting impression be shareworthy and shareable.

#FOMO-WORTHY

#FOMO-WORTHY Unexpected Exclusive

Relatable

Visual Simple

Encouraged

FINAL THOUGHT

Beware of The Cliff.

Awareness Awareness Purchase & Use Ive made my decision. What happens next?

Throw-In Last Impression

Value

Satisfaction LOW HIGH

7 8

Extremely likely

Not at all likely 1 0 2 3 4 5 6 7 8 9 10

1 0 2 3 4 5 6

DETRACTORS

9 10

PROMOTERS

How likely is it that you would recommend Company XYZ to a colleague or friend?

PASSIVES

Net Promoter Score is trademarked by Bain & Co and Satmetrix

NPS = % Promoters - % Detractors

= 60 - 20 = 30 - 10 = 20 - 30

40 20

-10

NPS: Net Promoter Score

Workbook Page 16

Maintenance

Throw-In Last Impression

Added Service

Maintenance

CES: Customer Effort Score

Workbook Page 18

Opportunities for CX Surveys 1. After on-site visit 2. After contract signature 3. At closing table 4. Move-in day 5. 90-day follow up

Tip: Incentivize great customer service. 1. Awards 2. Leaderboard 3. Individual/Team Bonuses

Ultimate Tip: Good survey? Dont be afraid to ask for the referral.

Always Exceed Expectations

THINK OUTSIDE THE BOWL

Charlie Tremendous Jones

You will be the same person in five years as you are today except for the people you meet and the books you read.

The Ultimate Indestructible Blueprint for Maximizing Sales in 2017