crafting the customer experience: how to market & sell to people
TRANSCRIPT
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Crafting the Customer Experience: How to Market & Sell to
People Not Like You
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Diversity Comes in Many Forms• Gender
• Religion
• Political views
• Age/Generation– Matures (seniors)– Boomers– Gen X– Gen Y
• Gay/Lesbian
• Physical abilities
• Rural / Metro
• Military/Civilian
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Diversity Comes in Many Forms• Racial
– White, Black, Asian, Native American, Pacific Islander
• Ethnic/Linguistic– Hispanic, Indian, etc.
• Nativity– Foreign-born or U.S. born
• Lifestage– New moms/dads, retirees, college students, empty-nesters
• Lifestyle/Affluence– Working poor, middle class, wealthy
• Core values– Environmentalists, vegetarians, home schoolers
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Understanding Someone Different from You Means Understanding
Their Life
Their prioritiesTheir values
The experiences that define themTheir perspective
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Try This Exercise!• When asked to name how Kennedy died…
• Matures & Boomers– Gunshot in Dallas
• Gen X– Plane crash near Martha’s Vineyard
• Gen Y– “Kennedy who?”
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Who is Ron Howard?
• Matures
• Boomers
• Gen X & Gen Y
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10 Strategies for Marketing, Selling & Working with
People Not Like You
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#1: Be Relevant• Identify what people want, then give it to them
• Example: Target vs. K-Mart
• Relevance: “Style on a budget”
• Benefit: value with dignity
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Figure out Your FAB
• Features• Attributes• Benefits
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FAB Example: My Car• Feature:
– Bluetooth technology
• Attribute:– Hands-free talking
• Benefit:– Safety
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Strategy #2: Build Your Infrastructure
• Diversity efforts require examination of infrastructure
• Angelika theatre in Dallas:
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#3: Recognize Different Needs / Values
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Macy’s Products Differ by RegionSalt Lake City Atlanta
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Burger King Adjusts Their Menu• New York – Bagels • Birmingham - Biscuits
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Sometimes it’s Not What, But How
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Selling to Women
Value expansive choices, seeing all options
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Selling to Men
• Want choices simplified• The “magic number” is 3
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Selling to Millennials• Millennials (18-35) want
to feel the brands and companies they choose are improving society
• Working with other bright, creative people
• Local business is king
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#4: Foster a Culture of Empathy
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Hire the Right Person, Not the Resume
• Many jobs are “teachable” jobs
• Don’t be afraid to recruit from “new ponds”
• Awesome people are awesome everywhere
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Empathic Employees are Attuned to Subtleties
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They’re Gracious…Always
• They see the person, not just a customer
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They’re Not Defensive When Things Go Wrong
“We’ll take care of it”
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#5: Relieve Pain
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Different Customers Care About Different Things
• Women want security & great personal service
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Men Hate Ironing• Omni Hotels learned that men hate ironing
• Their “Select Guest” program now offers free ironing of two garments
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How Do You Know What the Pain Points Are?
Ask!Get Feedback from Associates
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Associate Feedback
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#6: Customize Products or Experiences
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McDonald’s Experiments with Customization & Fresh Offerings
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Customization Lifts Business– Ignites Passion
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#7: Pay Attention to Trends
Social is everything
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New Products Meet Demand for Connectivity
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Trends, Not Fads….
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Social Seating on Flights
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#8: Show People As They Really Are
• People want to see the real real• Families are not “one size fits all”
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Use Contemporary Imagery
• 40% of people 18-35 have four + tattoos
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Tattoos + High Income Mix
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#9: Keep It Short• Listicles: bite-sized portions, highly consumable• “info snacking”• Sharable
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#10: Helping Beats Selling
“We don’t need information.We need advice.”
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Your TurnTurn to your neighbor and discuss one
thing you learned here today that will help you in your role or working with people
and customers not like you
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©2016 McDonald Marketing3700 Quebec Street
Suite 100-360Denver, CO 80207
214-880-1717, Fax 214-880-7596 [email protected]
All rights reserved. No part of this material may be reproduced
In any form without permission by the author.
For more information aboutconsumer trends and the customer experience, contact
Kelly McDonald at 214-880-1717 or [email protected]