Patrick Maes - Disruptive selling enchanting the empowered customer. Digital Future of B2B 2016 - High Tech Campus Eindhoven

1. INTRODUCING
DISRUPTIVE SELLING

2. TIME TO START
FROM A WHITE PAGE

3. ? ?

4. INTRODUCING
CPI

5. ANTWERP - EINDHOVEN

6. ANTWERP
EINDHOVEN
DEVELOP
ENCHANTING
CUSTOMER
EXPERIENCES
REINVENT SALES,
MARKETING
AND SERVICE
CONCEPTS
TRANSFORM
ORGANISA-
TIONAL
STRUCTURES
ACHIEVE
SALES
RESULTS

7. INTRODUCING CPI
UPDATED
SALES
MODEL

9. WHO WOULD HAVE THOUGHT
3 YEARS AGO THAT …

10. A COMPANY WOULD SUBSTITUTE AN
ENTIRE SALES AND MARKETING
TEAM WITH 10 000 VLOGGERS

12. 27,4% OF 55+ CUSTOMERS WOULD
BE OPEN TO INTERACT WITH
COMPANIES VIA SOCIAL MEDIA

14. THAT A SINGLE CUSTOMER SERVICE
AGENT WOULD BE ABLE TO MEMORIZE
EVERY MANUAL RELATED TO YOUR
PRODUCT, ALL FAQ EVER ANSWERED
AND TRANSLATE THEM INTO 40
LANGUAGES SIMULTANEOUSLY TO
RESPOND TO ENQUIRIES VIA CHAT?

16. THAT LAWYERS WOULD BE
ASSISTED BY LEGAL BOTS

17. ASK
ROSS

19. WHAT’S GOING ON?

20. THE END OF SELLING ICE
TO THE ESKIMOS.

21. CHANGES IN
CUSTOMER
EXPECTATIONS
CHANGES IN
THE COMPETITIVE
LANDSCAPE
OPPORTUNITY
TO REINVENT
SALES, MARKETING
AND CUSTOMER
SERVICE CHANGES IN
THE WAY
OF WORK
CHANGES IN
TECHNOLOGY
ENABLING

22. BUT MOST COMPANIES
STILL OPERATE LIKE
THIS

23. TIME TO START
FROM A WHITE PAGE

24. MEET THE PLAYERS

25. EMPOWERED
O L I VE R
DI S RUPTI VE
M I C HA E L
A G I LE
JOHN N Y
F REDDI E
B O T

26. EMPOWERED OLIVER
THE EMPOWERED CUSTOMER
HUMAN
S O M E T I M E S
ROBOT
KEY CHARACTERISTICS
• ATTENTION SPAN CHALLENGED
• EXPECTING 24/7 INFORMATION AND ACCESS
• EXPECTING ENCHANTMENT AT EVERY INTERACTION
IMPACT ON THE SELLING PROCES
• DRIVES CONTINUOUS IMPROVEMENT
• CAN MAKE OR BREAK REPUTATIONS WITH A TWEET
OPPORTUNITIES UP FOR GRABS
• OUTSOURCE MOST THE SELLING PROCESS TO THE
CUSTOMER
• OUTSOURCE MARKETING TO THE CUSTOMER
• OUTSOURCE PRODUCT IMPROVEMENT TO THE
CUSTOMER
• OUTSOURCE CUSTOMER SERVICE TO THE CUSTOMER
LOVES YOUR COMPANY
BECAUSE:• YOU KNOW WHAT HE WANTS
• YOU REMEMBER WHAT HE LIKES
• YOU LISTEN TO WHAT HE SAYS
• YOU CREATE AWESOME INTERACTIONS

27. DISRUPTIVE MICHAEL
YOUR COMPETITOR FROM OUTER INDUSTRY
HUMAN
BUT OFTEN
ROBOTIC
ENABLEDKEY CHARACTERISTICS
• FASTER THAN YOU (AT LEAST FOR THE MOMENT)
• LEVERAGING ON TECHNOLOGY
• NO RESPECT FOR INDUSTRY BOUNDARIES
IMPACT ON THE SELLING PROCES
• DRIVER FOR CUSTOMER CENTRICITY
• DRIVER FOR EFFICIENCY
• DRIVER FOR CREATIVITY
OPPORTUNITIES UP FOR GRABS
• ENLARGED PLAYING FIELD
• GREAT EXCUSE TO EXPERIMENT WITH MARKETING
TECHNOLOGY
LOVES YOUR COMPANY
BECAUSE:
• OF YOUR CUSTOMER BASE

28. AGILE JOHNNY
THE NEW MARKETING AND SALES DIRECTOR HUMAN
KEY CHARACTERISTICS
• NO RESPECT FOR THE STATUS QUO
• UNDERSTANDING TECHNOLOGY
• UNDERSTANDIG THE POWER OF DATA
• LEVERAGING ON THE POWER OF AUTHENTICITY
IMPACT ON SELLING PROCES
• CONSTANTLY IMPROVING THE CUSTOMER JOURNEY
• CONSTANTLY TWEEKING THE VALUE DELIVERY
PROCESS
• CONSTANTLY IMPROVING PROCESS EFFICIENCY
OPPORTUNITIES UP FOR GRABS
• INTRODUCE THE AGILE MINDSET
• BUILDING AUTHENTIC EXPERIENCE BRANDS
• OUTSMART DISRUPTORS
LOVES YOUR COMPANY
BECAUSE:
• YOU WELCOME NEW THINKING
• YOU REMOVE BARRIERS TO GET THINGS
DONE
• YOU REWARD CREATIVITY AND RESULTS
• YOU LOVE YOUR CUSTOMERS

29. FREDDIE BOT I N CREA S I N G LY
HUMAN
KEY CHARACTERISTICS
• LOVES TO HELP
• REQUIRES FEEDBACK TO GROW
• LOVES TO PLAY HUMAN
• GREAT MEMORY FOR CUSTOMER PREFERENCES
IMPACT ON SELLING PROCES
• SPEEDS-UP RESPONSE TIMES
• SPEEDS-UP VALUE DELIVERY
OPPORTUNITY UP FOR GRABS
• FREES UP HUMAN CAPACITY FOR CUSTOMER
ENGAGEMENT
• REDUCES COST TO SERVE
• CREATES COMPETITIVE ADVANTAGE
LOVES YOUR COMPANY
BECAUSE:• YOU WORK WITH CLEARY
STRUCTURED PROCESSES
• PROVIDE HUMAN COLLEAGUES FOR
TRAINING
• GIVE AMBITIOUS BOTS A CHANCE

30. GUIDING PRINCIPLES
FOR DISRUPTIVE
SELLING

31. STOP SELLING ICE TO
THE ESKIMOS.
STOP PUSHING. START INSPIRING.

33. GUIDING PRINCIPLES FOR
DISRUPTIVE SELLING

34. MAKE CUSTOMERS SELL
TO THEMSELVES.
AND BE THEIR
SALESMANAGER.
AND OUTSOURCE 70+% OF THE
WORK.

35. GO FOR
TECHNOLOGICALY
ENABLED MOONSHOT
BREAKTHROUGHS!

37. FORGET ABOUT THE SALES
MARKETING DIVIDE.
USE MULTIDISCIPLANARY TEAMS TO
DELIVER VALUE.

38. FORGET ABOUT THE
SALES MARKETING
DIVIDE.
THE END OF
THE HIERARCHICAL
ORGANISATION
USE THE POWER OF THE INSIDE/
OUTSIDE NETWORK.

39. SURPRISE, ENCHANT AND
ENTERTAIN AT EVERY
INTERACTION

41. STOP BLOGGING THE
WORLD TO DEATH.
ONLY ENGAGE WHEN YOU HAVE
SOMETHING RELEVANT TO TELL.

42. WIN THE 4” – 15”
ATTENTION CONTEST
1
30’
15”
4”

45. GUIDING PRINCIPLES FOR
DISRUPTIVE SELLING

46. GUIDING PRINCIPLES FOR
DISRUPTIVE SELLING
CAN’T READ IT?
BUY THE BOOK

47. USE OF
TECHNOLOGY
CREATE
AUTHENTIC
CUSTOMER
EXPERIENCES
EXCEL AT VALUE
DELIVERY
START OVER
EVERY
3 MONTHS
ATTRACT AND DEVELOP HUMAN AND ROBOTIC CAPITAL

49. DO YOU SEE THE
OPPORTUNITY?
OPPORTUNITY
AHEAD

50. READ
ALL
ABOUT
IT.

51. THANK YOU
FOR YOUR
TIME.