This is a PDF copy of my Keynote presentation given to the Sales Institute (Ireland) at their 2014 annual conference. The title of the conference was 'Leveraging the Recovery'. As the title suggests my presentation focussed on how GloHealth, the newest entrant into the Irish private health insurance market, launched in 2012, has succeeded despite 250,000 people leaving this market. Key to that success has been the use of digital in taking on the incumbents. The presentation started with some background to the Irish health insurance market. The first key point was that digital selling is based on the same key principles as any good selling strategy, just because it is digital doesn't change that. Next I focussed on how digital helps level the playing field for new and challenger brands, the digital space is more virgin territory and suited to fighting bigger rivals. Critical to the success of digital selling is not to see it in a silo but as part of an overall sales funnel and path to sale which can ebb and flow between online and offline channels. Therefore integrating them is critical to success. The use of retargeting through google is important but more important is how it is used. Re-targeting the same adverts will reduce RoI, re-targeting must be based on what you learn from the consumer who visits your website. Finally I ended the presentation with some stats which showed that GloHealth had growth 3 to 4 times that or previous new entrants into the market place and had gained significant traction with corporate clients.

1. Digital Selling
David Crimmins
@crimmo
Shrinking Market
!
Winning in a

2. 2013
Over 250,000 Leave Market
in 5 Years
Shrinking Market

4. Digital Selling
Know Your Customer
USP
Communicate Clearly
Sales is a Process

6. Challenger Brand
Demographics are Switchers
Test, Learn & Adapt
Spend
Change the Narrative

7. Conversion of
Web Chat Sales
4 times
the normThe
customer
decides at all
times the place
of interaction
Sales Funnel

8. Integrate Offline & Online Channels

9. Sales Funnel

14. The
customer
decides at all
times the place
of interaction
Conversion of
Web Chat Sales
4 times
the norm

15. Path to Sale
Buy Online or Call Centre
Research & Decide Online
Multi-Screening
60% of people
use Twitter
while
watching TV
1.9m Facebook
!
1m Tweets daily
!
More
Smartphones
than
Toothbrushes
Share Experience
The
customer
decides at all
times the place
of interaction

16. Over 175,000
views of the TV
advert online
60% of adults
now consume
VOD
46% people
more likely to
seek info after
seeing VOD

17. Retarget
49% of
Purchasers
Need
2-4 Visits
70% Abandon
Shopping Cart
96% New
Visitors Leave
Website Without
Purchasing
Goal is to increase conversions
Google:
Remarketing
Delivers up to
450% increase
in CTR

19. Retarget

20. Winning
July
2012 Jan
2014July
2013Jan
2013 May
2014
50,000
0
100,000

22. Summary
Use Digital to Level the Field
Selling Fundamentals as Important in Digital
Integrate Offline & Online
Retarget

23. My cover. My way.