Published on March 6, 2014
We’re ! what’s new! in nonproﬁt…. Tips, Best Prac.ces and Insights from nonproﬁt sector leaders to help others in the sector become even more awesome.
But THIS is what’s new ! about your ! buyers…
Simply put: ! Old strategies… CAN’T work in today’s world
Selling Strategies of Yesterday! • Cronyism: Network of buddies • Commodity: Price focused • Content: Features and Beneﬁts • Consultative: Client Needsbased
Selling Strategies of Today • New criteria for evaluating prospects • Engage change agents as stakeholders vs. informants • ROR vs. ROI: Return on Relationships not Investments • Relationships not transactions • H2H: Human to Human
Marketing Strategies of Yesterday
What happened to them? • Craigslist has replaced a lot of traditional classiﬁed ad publishing • Print Ad Sales have been declining annually* • Way fewer people smoke these days *Associa.on of Business Media 2013
Marketing Strategies of Today Content Marketing • “The crea.on of valuable and relevant content yourself (instead of using tradi.onal means).”-‐David Meerman ScoM • “(It) is all the marke.ng that’s leP.”-‐ Seth Godin Exerpt from teleseminar on Godin’s Meatball Sundae Book Tour, 2008 ; published on contentmarke.ngins.tute.com
Processes of Yesterday Linear and Predictable
Processes of Today Buyers are 60% through tradi.onal purchasing process before they engage with a rep* Buyers are “armed to the teeth” with knowledge of their problem and a well-‐constructed RFP Reps are oPen relegated to “price-‐driven bake-‐oﬀs” *Corporate Execu.ve Board Study of 1,400 B2B Customers Harvard Business Review: The End of Solu.on Sales, Adamson, Dixon, Toman
With 60% of the buying process happening before you even know it’s begun…. Your company and sales people have less likelihood for success if they’re not prepared.
Take-aways • Sales cycle is no longer linear, no longer a funnel but a con.nuous cycle of engagement • Prospects are 60% through decision process before they are a blip on your radar • Well over half of the tradi.onal sales process has DISAPPEARED due to access to informa.on online
How can we expect an 80’s approach to work…
…in today’s world?
What IS going to work? • • • • • • Creating a brand Creating trust Positioning your brand as expert Cultivating a relationship Acting as a Partner vs. a Vendor Collaboration
Yesterday: Shotgun Approach • Broad Marketing to Many • Features and Beneﬁts Focus • Pricing Focus These all treated the prospective buyers as a a target
Today: Human to Human Communicate in a human manner to your human customers! Implement Maslow’s hierarchy of needs —and communicate your story in a way that is about the human customer, not the “target”
How? • • • • • • Blogging Social media Content Engagement Experience Collaboration
We’d love to help ﬁnd the right approach for you To learn more, please contact: Amy DeVita firstname.lastname@example.org 973.809.0445 www.thirdsectortoday.com
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