what's broken with customer acquisition
TRANSCRIPT
What’s Broken with Customer Acquisition?
How to Effect a Change in Buyer Behavior
“If you want to fix customer acquisition, you first have to fix the customers’ acquisition”
Do Not Distribute without Permission © Social Gastronomy LLC 2014
Patient (Buyer)
“Your surgery is scheduled for” (Solution)
What’s Missing?There’s a Difference Between Cause and Effect
Doctor (Seller)
“My knee hurts!” (Pain)
What’s broken – that I need to fix – that I can’t fix myself? (Problem)
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What’s Broken with Customer Acquisition?Buyers ≠ Sellers Approach (Misaligned)
Situation Purchase
SolutionMarket
VS
Sellers Approach = Buy our Stuff
Buyers Approach = Solve our Problem
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PainSymptoms
Problem
DiagnosisTreatmentSelection
Vendor Selection
EffectiveCure
TreatmentOptions
Pre-Buying In-Market
Problem Identification
Problem Conversion
Solutioning & Delivery
Win On: Defining Underlying Complex Problem for Buyer
Win On: Defining Your Unique Approach to Solving Buyer’s Problem
Win On: Combination of Buyer’s Understanding of Own Requirements, Competitive Positioning, Strength of Product, Delivery of Service, & Value of Outcomes
What’s Key to Fixing the Customers’ Acquisition? Understand + Account for all Complexities Involved in Problem Solving
20% Buyers - Figured Out What to Buy80% Market - Figuring Out What to Fix
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Emotional
Technical
Financial
Operational
Intellectual: What is the problem?
Understand and/or agree to the root problem
Emotional: How do they know they have the problem?
Buyer has internalized the problem and has identified specific symptoms and scenarios
Operational: What are they doing to solve this problem today?
Buyer is looking at the different operational approaches to fixing the problem by addressing their specific scenarios. Buyer is looking for the approach that will be the best “fit.” Buyer is looking at what they will need (people, process, technology), what they have, what’s missing.
Technical: How will the solution help us solve the problem
Buyer is looking for specific expertise, capabilities to make sure the solution is a technical fit.
Financial: What is the financial impact of the problem?
Buyer is focused on what investments will be needed in order to fix this problem.
Intellectual
Buying Process = Problem Solving ProcessIt’s About “Decision-ing” not “Messaging”
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Next Steps
6
Judy Mod, [email protected]
(404) 307-9613
Matthew Rosenhaft, [email protected]
(404) 405-0009
President