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 Needs-
based
• 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
Selling Strategies of Today
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
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
Processes of Today
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?
• Creating a brand • Creating trust • Positioning your brand as expert • Cultivating a relationship • Acting as a Partner vs. a Vendor • Collaboration
What IS going to work?
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 [email protected] 973.809.0445
www.thirdsectortoday.com
