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How to Sell to the 
Unpredictable 
Customer 
{embrace The Responsive Method} 
© Aha! 2014 www.aha.io
© Aha! 2014 www.aha.io
They worked in an office 
© Aha! 2014 www.aha.io
They got magazines 
© Aha! 2014 www.aha.io
They trusted vendors 
© Aha! 2014 www.aha.io
Organizational 
structure and 
hierarchy defined how 
they purchased 
© Aha! 2014 www.aha.io
The Great Recession changed everything 
• All industries 
impacted 
• Broad job loss 
• Freeze in IT 
spending 
• Correspo...
Customers are now 
unpredictable, 
on the go, and 
stretched to keep up… 
© Aha! 2014 www.aha.io
…but they are better 
connected, more 
versatile, and well 
informed 
© Aha! 2014 www.aha.io
© Aha! 2014 www.aha.io 
But it’s highly 
unsatisfying 
and unlikely to 
generate a 
loyal following 
(of humans) 
We have ...
© Aha! 2014 www.aha.io
Welcome to 
The Responsive Method 
re spon sive 
adjective 
:reacting quickly and positively 
© Aha! 2014 www.aha.io
© Aha! 2014 www.aha.io
© Aha! 2014 www.aha.io 
But it’s highly 
unsatisfying 
and unlikely to 
generate a 
loyal following 
(of humans) 
Velocity...
1. Predict the future 
© Aha! 2014 www.aha.io
© Aha! 2014 www.aha.io
It’s time for Content 
Bingo. Where will your 
customer land? 
© Aha! 2014 www.aha.io
2. Talk you 
© Aha! 2014 www.aha.io
You can sell one big idea. 
Know your sentence. 
Customers buy our 
product because 
_____________________ 
_. 
© Aha! 201...
© Aha! 2014 www.aha.io 
Make it: 
Short. 
Unique. 
Personal.
3. Welcome interrupts 
© Aha! 2014 www.aha.io
© Aha! 2014 www.aha.io
© Aha! 2014 www.aha.io 
But it’s highly 
unsatisfying 
and unlikely to 
generate a 
loyal following 
(of humans) 
… but, a...
© Aha! 2014 www.aha.io 
But it’s highly 
unsatisfying 
and unlikely to 
generate a 
loyal following 
(of humans)
© Aha! 2014 www.aha.io 
But it’s highly 
unsatisfying 
and unlikely to 
generate a 
loyal following 
(of humans) 
4. Know ...
© Aha! 2014 www.aha.io
Compressed 
response time = 
accelerated value + 
satisfaction for 
everyone 
© Aha! 2014 www.aha.io
Your customer is waiting. 
Somewhere. 
Go now. 
© Aha! 2014 www.aha.io
This is 
The Responsive Method 
© Aha! 2014 www.aha.io
Aha! is the world’s #1 
product roadmap software 
Create brilliant 
go-to-market plans 
and visual roadmaps 
Sign up for a...
All product and company names and logos in this presentation are trademarks of their respective owners. 
© Aha! 2014 www.a...
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How To Sell to the Unpredictable Customer

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Customers are an oxymoron today. They are more knowable than ever before but harder to actually understand. Constantly on-the-go and hard to pin down, it’s more difficult than ever to engage them in a conversation. So, why do we keep using techniques from a decade ago to grab their attention?

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How To Sell to the Unpredictable Customer

  1. 1. How to Sell to the Unpredictable Customer {embrace The Responsive Method} © Aha! 2014 www.aha.io
  2. 2. © Aha! 2014 www.aha.io
  3. 3. They worked in an office © Aha! 2014 www.aha.io
  4. 4. They got magazines © Aha! 2014 www.aha.io
  5. 5. They trusted vendors © Aha! 2014 www.aha.io
  6. 6. Organizational structure and hierarchy defined how they purchased © Aha! 2014 www.aha.io
  7. 7. The Great Recession changed everything • All industries impacted • Broad job loss • Freeze in IT spending • Corresponding collapse of traditional business media • Emergence of lean approaches to everything © Aha! 2014 www.aha.io
  8. 8. Customers are now unpredictable, on the go, and stretched to keep up… © Aha! 2014 www.aha.io
  9. 9. …but they are better connected, more versatile, and well informed © Aha! 2014 www.aha.io
  10. 10. © Aha! 2014 www.aha.io But it’s highly unsatisfying and unlikely to generate a loyal following (of humans) We have entered a new era and a new approach is needed
  11. 11. © Aha! 2014 www.aha.io
  12. 12. Welcome to The Responsive Method re spon sive adjective :reacting quickly and positively © Aha! 2014 www.aha.io
  13. 13. © Aha! 2014 www.aha.io
  14. 14. © Aha! 2014 www.aha.io But it’s highly unsatisfying and unlikely to generate a loyal following (of humans) Velocity plus four skills define The Responsive Method for selling to the unpredictable customer
  15. 15. 1. Predict the future © Aha! 2014 www.aha.io
  16. 16. © Aha! 2014 www.aha.io
  17. 17. It’s time for Content Bingo. Where will your customer land? © Aha! 2014 www.aha.io
  18. 18. 2. Talk you © Aha! 2014 www.aha.io
  19. 19. You can sell one big idea. Know your sentence. Customers buy our product because _____________________ _. © Aha! 2014 www.aha.io
  20. 20. © Aha! 2014 www.aha.io Make it: Short. Unique. Personal.
  21. 21. 3. Welcome interrupts © Aha! 2014 www.aha.io
  22. 22. © Aha! 2014 www.aha.io
  23. 23. © Aha! 2014 www.aha.io But it’s highly unsatisfying and unlikely to generate a loyal following (of humans) … but, a potential customer needs something from you right now
  24. 24. © Aha! 2014 www.aha.io But it’s highly unsatisfying and unlikely to generate a loyal following (of humans)
  25. 25. © Aha! 2014 www.aha.io But it’s highly unsatisfying and unlikely to generate a loyal following (of humans) 4. Know thyself
  26. 26. © Aha! 2014 www.aha.io
  27. 27. Compressed response time = accelerated value + satisfaction for everyone © Aha! 2014 www.aha.io
  28. 28. Your customer is waiting. Somewhere. Go now. © Aha! 2014 www.aha.io
  29. 29. This is The Responsive Method © Aha! 2014 www.aha.io
  30. 30. Aha! is the world’s #1 product roadmap software Create brilliant go-to-market plans and visual roadmaps Sign up for a free trial © Aha! 2014 www.aha.io
  31. 31. All product and company names and logos in this presentation are trademarks of their respective owners. © Aha! 2014 www.aha.io
  • vmharrel

    Feb. 6, 2017
  • RichardKhan1

    Oct. 19, 2014
  • JashenthreeGovender

    Oct. 7, 2014

Customers are an oxymoron today. They are more knowable than ever before but harder to actually understand. Constantly on-the-go and hard to pin down, it’s more difficult than ever to engage them in a conversation. So, why do we keep using techniques from a decade ago to grab their attention?

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