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Targeting and Profiling Customers and Vendors Online. ecademy, HOOVER’S, Google, LinkedIn, openBC, ryze & spoke…. Targeted Conversations. Targeting. Sales cycle = A series of conversations between the seller and the buyer(s). Targeted Conversations. Targeting.

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slide1

Targeting and Profiling Customers

and Vendors Online

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

targeting

Targeted Conversations

Targeting
  • Sales cycle = A series of conversations between the seller and the buyer(s)
targeting1

Targeted Conversations

Targeting
  • Emphasis is on the buyer (someone qualified and empowered to buy)
targeting2

Targeted Conversations

Targeting
  • Conversations have to betargeted in order to succeed.
targeting3

Targeted Conversations

Targeting
  • Identify the title or function of the prospect
    • Christopher HurtadoPresident and CEO
targeting4

Targeted Conversations

Targeting
  • Develop a menu of business issues for each title
targeting5

Targeted Conversations

Targeting
  • Buying cycle begins when buyer shares a goalyour offering can help achieve
targeting6

Targeted Conversations

Targeting
  • Title + Business Goal = Targeted Conversation
targeting7

Targeted Conversations

Targeting
  • You can do it from memory, because you encounter the same job titlessale after sale
targeting8

Targeted Conversations

Targeting
  • Obvious?Perhaps. But most salespeople don't do it!
targeting9

Titles Plus Goals Equals Targeted Conversations

Targeting
  • "What are the typicaljob titles or job functions of the decision makers and influencers your salespeople will have to have meaningful conversations with?"
targeting10

Titles Plus Goals Equals Targeted Conversations

Targeting
  • "Who is in a position to cost-justify, fund, buy, and implement your products and services?"
targeting11

Titles Plus Goals Equals Targeted Conversations

Targeting
  • 1. List your vertical industries (even if you have horizontal offerings)
    • High tech
    • Medical
    • Health Care
    • Legal
targeting12

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)
targeting13

Titles Plus Goals Equals Targeted Conversations

Targeting
  • "For each of these job titles, what goals or business objectives should they have in that function?"
targeting14

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
targeting15

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
targeting16

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
targeting17

Titles Plus Goals Equals Targeted Conversations

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

Striker (Forward)

targeting18

Solution Development Prompters (SDPs)

Targeting
  • Sales-Ready Messaging in the form of questions
targeting19

Solution Development Prompters (SDPs)

Targeting
  • Become a buying facilitator by asking questions
targeting20

Solution Development Prompters (SDPs)

Targeting
  • SDPs help develop biased "buyer visions"
targeting22

Solution Development Prompters (SDPs)

Targeting
  • The Four Components of SDPs
    • Offering
targeting23

Solution Development Prompters (SDPs)

Targeting
  • The Four Components of SDPs
    • Offering: Translation
targeting24

Solution Development Prompters (SDPs)

Targeting
  • The Four Components of SDPs
    • Offering: Translation
    • Industry
targeting25

Solution Development Prompters (SDPs)

Targeting
  • The Four Components of SDPs
    • Offering: Translation
    • Industry: Fortune 500
targeting26

Solution Development Prompters (SDPs)

Targeting
  • The Four Components of SDPs
    • Offering: Translation
    • Industry: Fortune 500
    • Title
targeting27

Solution Development Prompters (SDPs)

Targeting
  • The Four Components of SDPs
    • Offering: Translation
    • Industry: Fortune 500
    • Title: HS&E Manager
targeting28

Solution Development Prompters (SDPs)

Targeting
  • The Four Components of SDPs
    • Offering: Translation
    • Industry: Fortune 500
    • Title: HS&E Manager
    • Goal
targeting29

Solution Development Prompters (SDPs)

Targeting
  • The Four Components of SDPs
    • Offering: Translation
    • Industry: Fortune 500
    • Title: HS&E Manager
    • Goal: Improve Safety
targeting30

Solution Development Prompters (SDPs)

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

Translation & Localization

targeting31

Solution Development Prompters (SDPs)

Targeting
  • Position your offering in a way that is targeted on a specific conversation
    • Identify relevant features
targeting32

Solution Development Prompters (SDPs)

Targeting
  • Position your offering in a way that is targeted on a specific conversation
    • Identify relevant features
    • Eliminate irrelevant ones
targeting35

Solution Development Prompters (SDPs)

Targeting
  • Usage Scenarios
    • Event: When traveling to Brazil
targeting36

Solution Development Prompters (SDPs)

Targeting
  • Usage Scenarios
    • Event: When traveling to Brazil
    • Question
targeting37

Solution Development Prompters (SDPs)

Targeting
  • Usage Scenarios
    • Event: When traveling to Brazil
    • Question: Would it be helpful if
targeting38

Solution Development Prompters (SDPs)

Targeting
  • Usage Scenarios
    • Event: When traveling to Brazil
    • Question: Would it be helpful if
    • Player
targeting39

Solution Development Prompters (SDPs)

Targeting
  • Usage Scenarios
    • Event: When traveling to Brazil
    • Question: Would it be helpful if
    • Player: You
targeting40

Solution Development Prompters (SDPs)

Targeting
  • Usage Scenarios
    • Event: When traveling to Brazil
    • Question: Would it be helpful if
    • Player: You
    • Action
targeting41

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?
targeting42

Solution Development Prompters (SDPs)

Targeting
  • Sequence of Usage Scenarios
    • Driven by the order in which the buyer would likely encounter them
      • 1
      • 2
      • 3
profiling

Demographics

Profiling
  • Who are your existingcustomers?
profiling1

Demographics

Profiling
  • Read Finding the Elusive Translation Buyer from Common Sense Advisory
profiling5

Behavior

Profiling
  • Customer Relationship Management (CRM)
profiling6

Behavior

Profiling
  • Customer Relationship Management (CRM)
    • FREE CRM
profiling7

Behavior

Profiling
  • Customer Relationship Management (CRM)
    • FREE CRM
    • Salesforce.com
profiling8

Behavior

Profiling
  • Customer Relationship Management (CRM)
    • FREE CRM
    • Salesforce.com
    • SugarCRM
profiling9

Behavior

Profiling
  • Web Analytics
profiling10

Behavior

Profiling
  • Web Analytics
    • Awstats
profiling11

Behavior

Profiling
  • Web Analytics
    • Awstats
    • Webalizer
profiling12

Behavior

Profiling
  • Web Analytics
    • Awstats
    • Webalizer
    • Webalizer Ftp
profiling13

Behavior

Profiling
  • Web Analytics
    • Awstats
    • Webalizer
    • Webalizer Ftp
    • Subdomain Stats
profiling14

Behavior

Profiling
  • Web Analytics
    • Awstats
    • Webalizer
    • Webalizer Ftp
    • Subdomain Stats
    • Latest Visitors
slide62

Targeting and Profiling Customers

and VendorsOnline

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

slide63

(Questions & Answers)

Q&A
  • My contact info:
    • Linguistic SolutionsChristopher 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