DEATH OF THE SALES FUNNEL AND

THE LIFE OF YOUR BRAND

T Y L E R L A R S O N

Previously… on CazarinFest

Brand D.N.A.Core element for building engagement

• Demonstrating value• Nurturing Relationships• Applying insights

Next Step

• Process suggests a updated sales model.

• Technology has changed sales forever.

• Information has empowed the customer.

• Timing and transparency now the best sales tools available.

A Step Further

A Simpler Time

The Mantra of

The Sales Funnel

The Sales Funnel

• Process of Elimination– Clean–Measured– Focused– Linear– Predicable– Controlled

The Problem?

• Only addresses single need at a time.

• Leaves majority of prospects behind.

• Doesn’t reflect consumer experience.

• and…

It’s a Little Impersonal

The Perception

The Reality

Reality

• Consumers value autonomy.

• Provide more avenues for self-education

• Offer choices. Give more, and ask less.

• 60% of decision made before speaking to sales.

Reality

• Customers value autonomy.

• Provide more avenues for self-education

• Give more, and ask less.

Don’t Be a Shepherd

Be A Resource

What’s the alternative?

The Customer Life Cycle

Your brand is a flat circle.

Why Life Cycle?

• Advantages–More efficient.– Serving, not selling.– Create better customers.– Value relationships over transactions.–More opportunities for improvement.

How?

• Meet and engage leads in the channels they frequent.

• Provide info that matches needs and place in buying process.

• Use content to qualify leads, pinpoint customer tastes and identify gaps in the sales process.

What does it all mean?

• The Life Cycle model helps build a well rounded brand.

• Provide a little something for everyone.

• Tell a good story along the way.

• Choice = Insight

Make Yourself Useful

• “We’ve evolved from marketers convincing people to buy, to simply helping find what they intend to buy.”

• Forrester: Apr 10, 2014

Make Yourself Useful

Curiosity and Context

• Life cycle approach applies to businesses as much as consumers.

• Don’t neglect emotion and context when sharing your message.

• B2B and B2C are more similar than ever.

The Lines have Blurred

Where do we go from here?

• Play the long game.

• Build credibility through content

• Use channels to listen and learn

• When in doubt, give.

Now…

• What to do with that old funnel?

Get creative.

Enjoy Your Beverages