growth channels

CU

STOM

EREX

PER

IENC

E

Awareness

Branding

Investigation

Lead Generation & Qualification

ConsiderationBidding & Proposal

PurchaseNegotiation &

Close

UseFulfillment

SatisfactionCustomer

Service

LoyaltyRetention &

Up / Cross sale

AdvocacyWOM / Referral

Pre-Purchase Purchase Post-Purchase

FROM PRODUCT TO EXPERIENCE

FROM PRICE TO EXCHANGE

“HOW” MAY MEAN MORE TO CONSUMERS THAN “HOW-MUCH”

YOU CAN

ENGAGE IN EVER MORE PROFITABLE INTERACTIONS WITH

CUSTOMERS WITHOUT NECESSARILY

REQUIRING THEM TO GIVE YOU ANY MORE MONEY”

TO

UC

HP

OIN

T

Atomic structure of customer experience

A TOUCH POINT REPRESENTS EVERY TIME YOUR CUSTOMER

COMES INTO CONTACT WITH, OR ‘TOUCHES’ YOUR BRAND

AND ANYTHING AND EVERYTHING ASSOCIATED WITH IT.

USING THE PRODUCT OR SERVICE ITSELF IS THE MAIN TOUCH POINT. SO IS AN ADVERT FOR THE BRAND, THE

PERSON WHO PICKS UP THE PHONE WHEN CUSTOMER ORDER, THE DELIVERY MAN, THE INVOICE LETTER, EVEN A COMMENT FROM A FRIEND ON YOUR BRAND OR CUSTOMER SERVICE.

CH

AN

NELS

ESTAB

LISHES

TOU

CH

PO

INTS

NOT EVERY CHANNEL IS SUITABLE FOR

PROVIDING THE BEST CUSTOMER

EXPERIENCE AT EVERY LEVEL TO MAKE A

SALE AND RETAIN THE CUSTOMER.

AS A GENERAL RULE,

WHEREVER YOU FIND A

LARGE GROUP OF PEOPLE

WHO ARE BAFFLED BY

COMPLEXITY, YOU WILL

FIND A SMALLER GROUP OF

PEOPLE MAKING A GOOD

LIVING SCREWING THEM.

CH

AN

NEL

CO

STS

0

200

400

600

800

1000

1200

Internet ($20 - $150)

Telesales ($50 - $150)

Volume Distributors($400 - $500)

Value-added Partners($500 - $600)

Field Sales Force($1,000)

Typ

ica

l tra

nsa

ctio

n c

ost

($)

Value-added of channel in the sales process

Typical transaction costs by channels: $5,000 - 7,500 industrial product

low high

RECOGNIZE THE FACT THAT EACH

CHANNEL HAS ITS OWN ASSOCIATED

COSTS

SA

LESFO

RC

E‘S

TRA

NSA

CTIO

NC

OST

InvestigationLead Generation

ConsiderationProspecting

SelectionNegotiation & Close

PurchaseFulfillment

UseSupport, Service &

Care

LoyaltyRetention, Cross & up

Sale

Sale

s Fo

rce

Val

ue

add

ed

Res

elle

rsV

olu

me

Dis

trib

uto

rsIn

tern

et

Co

st o

f Sa

le

AwarenessBranding

AdvocacyWOM / Referral

Cal

l Cen

ter

$100 $100 $100 $100 $100 $100 $100 $100

Total Cost Per Sales Transaction: $800

INTEG

RA

TEDM

AR

KETIN

GC

HA

NN

ELS

InvestigationLead Generation

ConsiderationProspecting

SelectionNegotiation & Close

PurchaseFulfillment

UseSupport, Service &

Care

LoyaltyRetention, Cross & up

Sale

Sale

s Fo

rce

Val

ue

add

ed

Res

elle

rsV

olu

me

Dis

trib

uto

rsIn

tern

et

Co

st o

f Sa

le

AwarenessBranding

AdvocacyWOM / Referral

Cal

l Cen

ter

$100$100 $100 $100

$50

$5

$10

$5

Total Cost Per Sales Transaction: $470

STEPS TO:

INTEGRATE MULTIPLE CHANNELS INTO

ONE CUSTOMER RELATIONSHIP CYCLE.

CH

AN

NEL

MIX

CHANNELS IN A MIX JUST COEXIST, EACH

PROVIDING A DIFFERENT ROUTE TO

CUSTOMERS.

CH

AN

NEL

REV

ENU

E

FROM VERTICAL-MARKETS REVENUE

FORECAST TO DISTRIBUTION-BASED

REVENUE FORECAST

INTEG

RA

TEC

HA

NN

ELS

SELECT THE LOWEST-COST CHANNEL

WHICH CAN ADEQUATELY

ACCOMPLISH A TASK

MA

JOR

RO

I

DOUBLE DIGIT REVENUE GROWTH AND THE SLASHING, AT A MINIMUM, OF

10 TO 15 PERCENT OF SELLING COSTS – ABSOLUTELY REALISTIC

RESULTS THAT HAVE BEEN ACHIEVED CONSISTENTLY BY THE COMPANIES

THAT HAVE BECOME SERIOUS ABOUT GO-TO-MARKET INNOVATION.

LAWRENCE FRIEDMAN, GO-TO-MARKET STRATEGY

NO ONE REACHED TO GREATNESS JUST

BY THINKING

ACT!DO SOMETHING, ANYTHING!

START THE CONVERSATION & UNCOVER MANY REAL OPPORTUNITIES THAT MAY HAVE BEEN PREVIOUSLY HIDDEN IN PLAIN SIGHT.

CPSPHERE IS AN INNOVATIVE MANAGEMENT CONSULTING FIRM, FOCUSED ON STRATEGIC SALES AND

MARKETING AND ITS HANDS-ON EXECUTION. RESULTING IN INCREASED SALES AND IMPROVED PROFITS.

WWW.CPSPHERE.COM | 310.645.0707 | GROWTH@CPSPHERE.COM

5777 W. CENTURY BLVD. SUITE 1250, LOS ANGELES, CA 90045