persuasion power

PERSUASION POWER Small Ways to Boost Sales & Marketing Outcomes!

@LoisKelly! HARDI | 3.22.16!

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Better outcomes!Minimal budget!

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•  How many feel overwhelmed by new sales and marketing techniques, technologies?!

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•  How often do you wish you could find a way to compete more on price?!

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•  How often are you told “we just don’t have the budget for that”?!

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•  How many of you pray that you never have to compete with Amazon? !

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What matters most?!

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AppreciateCustomerexperience

PersuasionnudgesEasiercustomerdecisions

StrengthsCrea;vity,energy

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Social, behavioral,!positive psychology!

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“We see our customers as invited guests to a party,!And we are the hosts. It’s our job every day to make every important aspect of the customer experience a little better.”!JeffBezos

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“A sense of appreciation is the single most sustainable motivator at work.”!!Dr. Adam Grant!Univ. of Pennsylvania!

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People are less likely to express gratitude at work than any other place in their life.!

JohnTempletonFounda;onstudy,2013

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MORE TRUSTING.!LIKELY TO HELP OTHERS.!STRONGER SELF-WORTH.!

Apprecia;ngsomeoneyouworkwith

WhattheydoandwhyitmaOers

1.  ________________________________

2.  ________________________________

3.  ________________________________

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Friday Howl-Outs!

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Where we focus and the questions we ask determine what we do. (or don’t do.)!

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Think about an experience at your company where a sales/marketing effort was amazing.What was the program? What made it so successful? What conditions made it possible to do this?!

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All modesty aside, what is great about your marketing/sales – and how could you do more of that? !

1.  ______________________________________________________

2.  _____________________________________________________

3.  _____________________________________________________

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Persuasion"NUDGES"

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95% of our purchase decision- making happens subconsciously.!

GeraldZaltmanHarvardBusinessSchool

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Personalized text messages:"5.7% increase in college enrollment!

Step by step instructions in email messages:!Doubled service members’ enrollment in government savings program!

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Make it easier for customers to make decisions"

Possibili'es Personalize

SocialProof Par'culars

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9 TYPES OF MESSAGES!

POSSIBILITIES" Anxieties" David vs. Goliath""

Emerging trend""

Glitz & Glam" Seasonal"

Counterintuitive" Personal story" How-To""

BeyondBuzz,L.Kelly,2008

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Themoreposi;vethemessage,themorelikelyitistobeshared.JonahBerger,UPenn,“Contagious”

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Useofperson’sfirstnameinreminderappointment:57%reduc;oninno-shows

PERSONALIZE

PERSONALIZE

29%higheropenrates40%higherclickthroughrates41%morelikelytobuyfromvendorswhopersonalize35%moreopensfromapersonvs.companyemailblast

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1.Save $54/month on your utility bill.!

2. Prevent the release of 262 pounds of greenhouse gasses every month.!

4. Saving energy is a socially responsible thing to do.!

3. 77% of your neighbors already using fans to save energy.!

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SOCIALPROOF:Casestudies

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SocialProof:Experts

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IMAGESyou‘get’us

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86% of contractors in (your region) are now selling ductless heating and cooling systems.!

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If you ask someone to do something, they are far more likely to do it if you explain why.

BEINGSPECIFICABOUTOPPORTUNITYCOSTSINFLUENCESDECISIONS

Cost of choosing higher priced product !

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Someonetomowyourlawnforsix

weeks

With the average annual savings from participating in your loyalty program…!

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BEINGSPECIFICABOUTOPPORTUNITYCOSTSINFLUENCESDECISIONS

BEINGSPECIFICABOUTOPPORTUNITYCOSTSINFLUENCESDECISIONS

The;mesavedusingour24/7onlineorderingsystem

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Threeextradaysofvaca;on

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THREE!

Ideal # of claims to produce !positive impression!

“WhenThreeCharmsButFourAlarms”SuzanneChu,KurtCarlson,JournalofMarke;ng

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GET STRONGER:Renewal vs. repetition!

hOps://youtu.be/3V7PmfvX2pE

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Confidence" Self-esteem" Optimism"

 For organizations who are focused on strengths, 77% of their employees report they are flourishing, engaged and able to make things happen at work."!

VIAIns;tuteonCharacter

Renewal: use your character strengths"

Crea;vity Curiosity Judgment LoveofLearning

Perspec;ve Bravery Perseverance HonestyZest Love Kindness Social

IntelligenceTeamwork Fairness Leadership ForgivenessHumility Prudence Self-Regula;on Gra;tudeApprecia;onofBeauty/Excellence

Hope Humor Spirituality

www.viacharacter.org37

1. What strengths resonate with you the most?!2. When you’re in the flow, what strengths are you using?!3. What do you think are Bruce’s strengths?!

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APPRECIATE!NUDGE!USE YOUR STRENGTHS!

I’m On Fire!

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It’s not what you sing it’s how you sing it!

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PERSUASION POWER..Be like the BOSS. Play to your strengths. !

Foghound.comRebelsAtWork.comslideshare.net/Foghound@LoisKelly

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