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Create Customer Value through Commercial Insight

Create Customer Value through Commercial Insight Information Until Sales and Marketing disrupt current thinking, customers are Overload unlikely to change their purchase decision and even less likely to pay a premium. Results in Limited Influence Today's customers are inundated with so much information that they delay contacting suppliers until much later in the purchase Before you even speak with a customer, they are already 57% through the purchase process. 57% process after buying criteria is already set. Align Sales and Marketing to Create Value Early in the Purchase Process TRADITIONAL SALES FUNNELS NEW FUNNEL FOR COMMERCIAL PARTNERSHIP Marketing Marketing Sales Sales Teach Customers Now to Win Loyalty Later 0.446 0.302 Containing Customers are Interesting Facts or Being looking for YOU Being Easy to Accessible or 0.013 to teach them Understand Anecdotes Quick to Find something new Providing Teaching the Customer Something New About His/Her Own Business Needs or Challenges Representing a Smart or Expert Perspective about THEIR the Customer 0.047 0.096 0.132 with Compelling Reasons Why It Was Necessary to Take Action business. THE DRIVERS OF CUSTOMER LOYALTY AND PURCHASE DECISIONS Company and Brand Impact 19% And reveal that the greatest driver of Product and 19% Service Delivery loyalty lies in the value they get out Value-to-Price 9% Ratio of a purchase experience. Sales Experience 53% I VALUE SUPPLIERS WHO: I DON'T HAVE TIME FOR SUPPLIERS WHO: • Offer unique, valuable perspectives on my • Lack an understanding of my business • Ask me a series of questions, including what business and/or market • Teach me about new issues that impact my keeps me up at night business • Focus the conversation on features and benefits • Help me navigate alternatives • Help me avoid potential mistakes Build Commercial Insights that Teach Customers About Their Business Lead to Your Challenge Customers' Assumptions Catalyze Action Scale Across Customers Unique Strengths .****. TRUE COMMERCIAL INSIGHT MUST: COMMERCIAL INSIGHT OR THOUGHT LEADERSHIP? General Аcсеpted Thought Leadership Commercial Insight Information Information Instead create Commercial Insights Most sales and marketing messages fall into categories of information that have little influence on purchase decisions. that disrupt your customers status quo and lead uniquely back to you as the preferred supplier. Sustain Strategy and Expand Organizational Capability CERTIFIED MESSAGE CONSULTANTS CAN SUSTAIN YOUR COMMERCIAL INSIGHT STRATEGY BY: Building New Commercial Insights Evaluating and Refreshing Current Messaging Introducing New Messages to the Field Develop Certified Message Consultants with in-house Driving Awareness of the Challenger Strategy expertise in ChallengerTM Messaging to consistently create, improve, and deploy Commercial Insights that Advising Marketing Content Creation Informing Product Design and Differentiation drive revenue and customer loyalty. m CEB Ready to Build and Sustain Your Commercial Strategy? Learn more at WHAT THE BEST COMPANIES DO ****.

Create Customer Value through Commercial Insight

shared by NikolaM and AnitaS on Jan 18
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View this infographic to see how a team of Certified Message Consultants can create value for your most critical customer segments.




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