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?

Technology

How to Sell to the
Unpredictable
Customer
{embrace The Responsive Method}
© 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
• Corresponding
collapse of
traditional
business media
• Emergence of
lean approaches
to everything
© Aha! 2014 www.aha.io

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 entered a
new era and a
new approach
is needed

Welcome to
The Responsive Method
re spon sive
adjective
:reacting quickly and positively
© 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
plus four skills define
The Responsive Method
for selling to the
unpredictable customer

1. Predict the future
© Aha! 2014 www.aha.io

It’s time for Content
Bingo. Where will your
customer land?
© Aha! 2014 www.aha.io

You can sell one big idea.
Know your sentence.
Customers buy our
product because
_____________________
_.
© Aha! 2014 www.aha.io

© Aha! 2014 www.aha.io
Make it:
Short.
Unique.
Personal.

3. Welcome interrupts
© 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 potential
customer needs
something from you
right now

© 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 thyself

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 free trial
© Aha! 2014 www.aha.io

All product and company names and logos in this presentation are trademarks of their respective owners.
© Aha! 2014 www.aha.io

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How To Sell to the Unpredictable Customer

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

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

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

19. You can sell one big idea. Know your sentence. Customers buy our product because _____________________ _. © Aha! 2014 www.aha.io

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

25. © Aha! 2014 www.aha.io But it’s highly unsatisfying and unlikely to generate a loyal following (of humans) 4. Know thyself

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. All product and company names and logos in this presentation are trademarks of their respective owners. © Aha! 2014 www.aha.io

How To Sell to the Unpredictable Customer

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