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The YES Factor: Persuading Business Buyers презентация
Содержание
- 2. www.earnest-agency.com In B2B marketing, we’re in the
- 3. www.earnest-agency.com Everyday we persuade people we
- 4. www.earnest-agency.com It’s all about persuading people to
- 5. www.earnest-agency.com “The
- 6. www.earnest-agency.com So what
- 7. www.earnest-agency.com “Each
- 8. www.earnest-agency.com But when making micro-yesses buyers
- 9. Because… > They haven’t got the time
- 10. www.earnest-agency.com “When
- 11. www.earnest-agency.com Others
- 12. www.earnest-agency.com And they’re not even aware
- 13. www.earnest-agency.com It means the micro-yesses even for
- 14. www.earnest-agency.com So
- 15. www.earnest-agency.com Essentially, we need to be aware
- 16. www.earnest-agency.com There
- 17. www.earnest-agency.com FAST Aka. System 1
- 18. It helps
- 19. www.earnest-agency.com Because without it, things like this would kill us. Image: Unsplash.com
- 20. www.earnest-agency.com And then there’s the other
- 21. www.earnest-agency.com THE THINGS SYSTEM ONE FINDS HARD TO PROCESS [OUCH]
- 22. It means System 2 requires: ATTENTION EFFORT
- 23. But remember we’re www.earnest-agency.com
- 24. www.earnest-agency.com So when it comes to
- 26. Especially when in most
- 27. www.earnest-agency.com The fact is even if
- 28. www.earnest-agency.com Because
- 29. www.earnest-agency.com How long have you got?
- 30. www.earnest-agency.com So how do you
- 31. www.earnest-agency.com Make
- 32. www.earnest-agency.com Because
- 33. DO NOTHING [Some call
- 34. www.earnest-agency.com COMPLEX
- 35. www.earnest-agency.com What
- 36. www.earnest-agency.com And this is where BRANDING pays dividends Image: Unsplash.com
- 37. www.earnest-agency.com It’s all about building…
- 38. www.earnest-agency.com And
- 39. www.earnest-agency.com EASIER TO PROCESS
- 40. www.earnest-agency.com And
- 41. www.earnest-agency.com Research
- 42. www.earnest-agency.com
- 43. It
- 44. www.earnest-agency.com The thing is in B2B,
- 45. www.earnest-agency.com This is where your content marketing,
- 46. What other ways
- 47. Don’t overload
- 48. Be relevant.
- 49. Ensure a
- 50. www.earnest-agency.com And get
- 51. www.earnest-agency.com Because they’re sure as
- 52. www.earnest-agency.com And that end is ultimately
- 53. www.earnest-agency.com Think
- 54. www.earnest-agency.com As B2B
- 55. www.earnest-agency.com Especially when
- 56. www.earnest-agency.com That’s where being able
- 57. www.earnest-agency.com So what
- 58. www.earnest-agency.com
- 59. www.earnest-agency.com How can this inform
- 60. www.earnest-agency.com …Adding another dimension to your
- 61. www.earnest-agency.com
- 62. www.earnest-agency.com Psst. Different decision-makers and influencers
- 63. www.earnest-agency.com So when all your competitors gather here… EXPLICIT goals
- 64. www.earnest-agency.com So when all your competitors
- 65. www.earnest-agency.com NOT CONVINCED?
- 66. www.earnest-agency.com STILL NOT CONVINCED?
- 67. www.earnest-agency.com Finally,
- 68. www.earnest-agency.com
- 69. www.earnest-agency.com
- 70. www.earnest-agency.com [And lots of YESSES can go
- 71. www.earnest-agency.com “The next revolution will be
- 72. www.earnest-agency.com ARE YOU READY
- 73. www.earnest-agency.com earnest-agency.com @earnestagency
- 74. www.earnest-agency.com
Слайд 2www.earnest-agency.com
In B2B marketing,
we’re in the business of
PERSUASION
Image: Unsplash.com
Слайд 3
www.earnest-agency.com
Everyday we persuade people we often don’t know to:
Open our emails
Visit
Download our white papers
Watch our videos
Follow us on Twitter
And even once in a while, buy something from us.
Слайд 5
www.earnest-agency.com
“The buyers pipeline requires a series of micro-yesses before getting to
YES
[Brandon Stamschrar, MECLABS]
The thing is:
Слайд 7
www.earnest-agency.com
“Each micro yes is about
perceived value v perceived cost.”
[Brandon Stamschrar,
Слайд 8www.earnest-agency.com
But when making micro-yesses buyers don’t:
Evaluate all the options
Investigate each option
?
?
?
?
Image: Unsplash
Слайд 9Because… > They haven’t got the time > They’re subject to biases > They’re
www.earnest-agency.com
And the big one:
THEY
HATE
RISK
Image: Flickr
Слайд 10
www.earnest-agency.com
“When making any choice our first instinct is not to choose
but the answer which minimises the harm we personally can suffer in the worst case outcome.”
Aka. to MINIMAX
[John Von Neumann via Rory Sutherland]
Слайд 11
www.earnest-agency.com
Others call this
“SATISFICING”
(To Satisfy + Suffice)
CHANCE
Where buyers opt for the
No thanks
Слайд 12www.earnest-agency.com
And they’re not even aware of it.
Because 85% of decisions are
[Martin Lindstrom, Buyology]
Image: Flickr
Слайд 13www.earnest-agency.com
It means the micro-yesses even for the biggest decisions
are less
RATIONAL
than we
Image: Unsplash.com
Слайд 14
www.earnest-agency.com
So the big question is
what makes business buyers more likely
Yes
Yes
Yes
?
Слайд 15www.earnest-agency.com
Essentially, we need to be aware of how people think
because
Image: Shutterstock
Слайд 17
www.earnest-agency.com
FAST
Aka. System 1 or Autopilot
Operates automatically
Assesses what’s going on in our
Determines whether we should direct more attention to a task
Image: Unsplash.com
Слайд 18
It helps us make
SNAP JUDGEMENTS
Serving as
OUR FILTER OF THE WORLD
P.S
It also determines whether buyers pay attention to your communications
or not *
* Unfortunately typically not
Слайд 19www.earnest-agency.com
Because without it, things like this would kill us.
Image: Unsplash.com
Слайд 20www.earnest-agency.com
And then there’s the other way of thinking…
Aka. System 2 or
SLOW
Image: Unsplash.com
Слайд 23But remember we’re
www.earnest-agency.com
LAZY THINKERS
(you, me & even your buyers)
so we try
easier by substituting
difficult questions with
simpler ones
Image: Shutterstock
Слайд 24www.earnest-agency.com
So when it comes to asking the question:
Which of these service
Buyers can end up asking:
Which of these sales people do I like the best?
BIAS ALERT
Which of these brands will my boss have heard of?
Isn’t it easier to go with the guys we’ve always used?
Image: Flickr
Слайд 25
SYSTEM 2
As B2B marketers we tend to design for System 2,
if we never break through System 1.
Score:000
Слайд 26
Especially when in most cases, people make decisions like this…
Input
Decision
System 1
Autopilot
System
Pilot
Слайд 27www.earnest-agency.com
The fact is even if you sell something that’s BIG,
COMPLEX and
you’ve got to break through their System 1.
Image: Unsplash.com
Слайд 28
www.earnest-agency.com
Because if they don’t:
Open your emails
Download your content
Attend your events
Take your
?
?
?
?
The
Micro-
Yesses
You’re being filtered out
Слайд 29www.earnest-agency.com
How long have you got?
Ad in popular magazines – 1.7 secs
Ad
Poster – 1.5 secs
Mailing – 2 secs
Banner ad – 1 sec
You need to make first impressions count
[Via Phil Barden, Decoded]
Image: Unsplash.com
Слайд 31
www.earnest-agency.com
Make it easy for buyers
Yes
Yes
Yes
so you secure that micro-yes
EVERY TIME
Слайд 32
www.earnest-agency.com
Because if you make it easy
they’re more likely to
Like
what they
BELIEVE
what you have to say
Слайд 33DO
NOTHING
[Some call this Status Quo bias –
the fact is
As the easiest thing in the world for them is to:
www.earnest-agency.com
Image: Unsplash.com
Слайд 34
www.earnest-agency.com
COMPLEX
=
COGNITIVE STRAIN
=
HARDER TO UNDERSTAND
=
PAINFUL
HIGHER PERCEIVED
=
RISK
Слайд 35
www.earnest-agency.com
What does EASY look like?
EASE
Feels familiar
Feels true
Feels effortless
Feels good
Repeated experience
Clear display
Primed
Good mood
[Causes and Consequences of Cognitive Ease: Thinking, Fast and Slow]
Слайд 37www.earnest-agency.com
It’s all about
building…
FAMILIARITY and
FAVOURABILITY
[See it’s not going to kill
Image: Unsplash.com
Слайд 38
www.earnest-agency.com
And it’s why we prefer brands
we KNOW
rather than
brands we’ve
Слайд 39www.earnest-agency.com
EASIER TO PROCESS
Because the things
we are
MORE FAMILIAR
with are
“The
[Larry Jacoby]
Image: Unsplash.com
Слайд 40
www.earnest-agency.com
And simply being EXPOSED to one BRAND more than another can
BRAND
BRAND
BRAND
BRAND
BRAND
BRAND
BRAND
BRAND
BRAND
Слайд 41www.earnest-agency.com
Research shows that people tend to develop a PREFERENCE
for things simply
* The Mere Exposure Effect
[Robert Zajonc]
Research shows that people tend to develop a PREFERENCE
for things simply because they are more
familiar with them.*
* The Mere Exposure Effect
[Robert Zajonc]
Слайд 42
www.earnest-agency.com
Novel stimulus leads to a
fear and avoidance response.
But with
REPEATED EXPOSURE,
the
Слайд 43
It may explain why you can have the
best proposition in the
Yet know one knows you.
So they choose to go with one of
your better known rivals.
[Even the one with the half baked offer.]
Слайд 44www.earnest-agency.com
The thing is in B2B, brands are just about equal in
Strong brands outperform weak brands by 20%.
[McKinsey]
Image: Unsplash
Слайд 45www.earnest-agency.com
This is where your content marketing, search and social media strategy
CAN’T AFFORD A BIG BRAND CAMPAIGN?
Making you visible. Useful. Relevant.
YES YES YES
Increasing your exposure.
Reducing cognitive strain.
Image: Flickr
Слайд 46
What other ways can you make it EASY for buyers?
Make your
If you want to be seen as credible and intelligent, don’t use complex language when simpler language will do.
[Want scientific proof?
Check out ‘Consequences of Erudite Vernacular Utilized Irrespective of Necessity:Problems with Using Long Words Needlessly’ by Danny Oppenheimer]
JARGON
Слайд 47
Don’t overload your buyers with too many options.
Too much choice is
[Barry Schwarz]
Aka.
Paradox of Choice
Слайд 48
Be relevant.
Information that stands out - and is novel and salient
[P Dolan, Mindspace]
Слайд 49
Ensure a seamless journey for buyers, every step of the way.
X
X
X
Let people accomplish tasks as easily and directly as possible.
[Don’t make me think: Steve Krug]
Слайд 51www.earnest-agency.com
Because they’re sure as hell not buying your products or services
“To understand people one needs to understand what leads them to act as they do, and to understand what leads them to act as they do one needs to know their goals.”
[Motives and Cultural Models, edited by Roy G. D'Andrade, Claudia Strauss]
Image: Unsplash.com
Слайд 52www.earnest-agency.com
And that end is ultimately about convincing them you can satisfy
EXPLICIT
IMPLICIT
&
Image: Unsplash.com
Слайд 53
www.earnest-agency.com
Think of them like this…
EXPLICIT
goals
IMPLICIT goals
CATEGORY SPECIFIC
DRIVEN BY ORGANISATION
NEED TO DEMONSTRATE
BUYER
SPECIFIC
DRIVEN BY INDIVIDUAL
USE TO DEMONSTRATE YOUR OFFER AND BOOST YOUR APPEAL
Слайд 54
www.earnest-agency.com
As B2B Marketers we tend to focus on the explicit goals.
But there’s only so far promising to:
Transform their business
Deliver greater efficiency
Lower cost
Improve productivity
Increase revenue
Demonstrate ROI
& all that jazz will take you
* Delete as appropriate
*
Слайд 55www.earnest-agency.com
Especially when every other chancer
in your market is professing to
MUCH THE SAME
Albeit it a slightly different way.
Image: Unsplash.com
Слайд 56www.earnest-agency.com
That’s where being able to satisfy not only their explicit but
The stuff that motivates people PERSONALLY
(whether they know it or not)
Image: Unsplash.com
Слайд 57
www.earnest-agency.com
So what do these implicit goals look like?
Research shows there are
PROMOTION
Emphasis =
> Gaining
> Benefiting
> Progressing in some way
PREVENTION
Emphasis =
> Avoiding loss
> Protecting status quo
> Living up to expectation
Слайд 58
www.earnest-agency.com
It provides their
FRAME OF REFERENCE
and determines whether its
best
is starting from.
What’s their anchor point?
Think about where your audience
Слайд 59www.earnest-agency.com
How can this inform the way you THINK about your audience…
Image: Unsplash.com
Слайд 60www.earnest-agency.com
…Adding another dimension to your personas that can help inform and
messaging,
campaign & content strategies?
Image: Unsplash.com
Слайд 61www.earnest-agency.com
Progress
Recognition
Stimulation
Avoidance
Control
Obligation
PROMOTION
PREVENTION
I need to do this to get ahead
I need to do
I need to do this to learn / because it looks interesting
I need to do this to avoid losing out / losing something
I need to do this to stay in control
I need to do this because it’s expected of me
Gain an advantage over others; Innovate; Lead the field
Receive acclaim; Advance career; Win awards/accolades
Personal discovery; Learning experience; Challenge myself; Helping others
Be secure; Prevent losses; Avoid threats
Stay on top; Maintain status quo; Be empowered
Need to comply; Fulfil promises; Be true to my word
Go-getter
Status seeker
Adventurer
Worrier
Controller
Box-ticker
Implicit goals
Primary driver
Motivations
Persona
Earnest Goal Matrix: It’s yours to use and abuse
Слайд 62
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Psst.
Different decision-makers and influencers (even within the same organisation) will have
Work to identify which personas they fit – and tailor your story to hit the right implicit & explicit goals.
Слайд 64
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So when all your competitors gather here…
EXPLICIT
goals
IMPLICIT
goals
You win by differentiating here…
Yes.
Слайд 65www.earnest-agency.com
NOT CONVINCED?
“More C-Suite execs are increasingly making decisions about technology
[O&M, Admap]
Image: Unsplash.com
Слайд 66www.earnest-agency.com
STILL NOT CONVINCED?
“Buyers who see personal value are not only
[CEB Marketing Leadership Council / Google 2013]
Image: Unsplash.com
Слайд 67
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Finally, never lose sight of the influence of others.
People (your
Image: Unsplash.com
Слайд 68
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And it’s still true when people buy things today. They copy
When we were in fear of predators, it allowed us to determine what was safe
(and what wasn’t).
THE ME-TOO EFFECT
Слайд 69
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the more likely you are to get even MORE.
It’s why the
> Case studies
> Client reference sites
> Testimonials
> Positive Reviews
> Followers
> Likes
> Shares
…you have,
YES
YES
YES
YES
Слайд 70www.earnest-agency.com
[And lots of YESSES can go an awfully long way.]
So business
Слайд 71www.earnest-agency.com
“The next revolution will be psychological – not technological.”
[Rory Sutherland]
Image: Unsplash.com
Слайд 73
www.earnest-agency.com
earnest-agency.com
@earnestagency
Sign up to the next installment:
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Behave@earnest-agency.com
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