Episode C3.003 Align Sales Processes with Customers

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Introduction
Here we are in the last week of July and the first month of the 3rd Quarter is ending - how much closer are you to success?

If you have been with us all month, you know we have been railing against the politicians and bureaucrats for acting arbitrarily in response to the pandemic; and any illusion they are making data-based decisions should have been dispelled by now. This is not about a specific political party or group, it is about the arbitrary use of power at the expense of the most important global community - you.

People like us, Living the Life, employ 57% of the planet's population and yet are treated as the source of its problems. Not here, we celebrate the contribution you make to a better society and our focus is to improve your chances of success. 

This week we continue the new programming structure. We use a Balanced Scorecard to format our weekday shows: Finance (Monday) = Operations (Tuesday) + Sales (Customers) + People (Employees) with Fridays dedicated to Owners. Look at the week this way - Monday through Thursday is working IN the Present, Friday is working ON the Future.

Also, we just built a new community, our version of a Chamber of Commerce. Join Up and gain access to our Hosts and access our library of best practices.

Have a great business week.
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Show Objectives
The focus of today’s show is to take the strategies learned in previous shows around Process Mapping, Alignment and Objectives and coming up with a Sales & Marketing Processes that work specifically for your business and ideal customer. All Sales & Marketing Processes should be customer centric and aligned with data collected. This show builds on the following shows. Take a look at the show notes and listen to the podcasts (found in our Community)

EPISODE B.008 PROCESS MAPPING CHECK LIST
EPISODE B3.003 ALIGNMENT OF PROCESSES WITH CUSTOMERS
EPISODE C3.002 ALIGN MARKETING & SALES OBJECTIVES WITH CUSTOMERS
EPISODE C2.003 KNOW YOUR CLIENT AND YOUR TARGET MARKET


Key Issues
Owner/Manager Perspective: 

1. Map out the customer’s moment of truth for marketing and sales (touchpoints)
2. Identify potential coffee stains where potential customers can form adverse opinion
3. Map out our marketing and sales processes 
4. Combine maps and write/upgrade SOP's

What You Need to Know

• Customer Objectives for your Product/Service - how does it give them a competitive advantage or positive lifestyle image?
• Do you understand the Moments of Truth when the customer is evaluating your business?
• What are your Coffee Stains, those opportunities when the customer can form an opinion about your business?

What You Need to Do​

1. Review your process maps (if completed) by working backwards from the customer.
2. Document how the customer uses your product/service in terms of actual behavior.
3. From the customer's receipt of your product/service, who is the last person in your organization to touch it and what do they do.
4. Continue this process until you reach the sales person who puts in the order - sold.
5. Keep going, document the steps from the sale to the first touch with this customer understanding what information was shared.
6. Different map, different approach. Starting with this first marketing collateral, map each touch point the customer had with your organization.
7. Compare the two maps and combine into 1 value map.
8. For each of your internal steps create a SOP and Position Description.
9. For each external touchpoint ensure it is incorporated in the corresponding SOP and and included in Position Descriptions.

Shows
Previous: Episode C3.002 Align Marketing & Sales Objectives with Customers
Next: Episode C3.004 Understand Customer Usage (User Friendly & Results)

Written by eman

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