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Class Exercise 4: Engaging Customers

Class Exercise 4: Engaging Customers

 

Training Team:

Lou Valente – Technical Enablement

Scott Wise – Technical Enablement

Malcolm Moore – Technical Enablement

 

Purpose:

Goals:

• Provide the participants with comfort and confidence in engaging customers through:
• Finding and Using Customer References
• Uncovering & Messaging to true Customer Needs
• Asking for the Next Step

 

Preparation: 

Bring Computer with JMP loaded and access to JMP Community and JMP Website.  Download and install the Discovery Paper Search JMP Add-In (see link below).

https://community.jmp.com/t5/JMP-Sales-and-Marketing-Library/Discovery-Summit-paper-search-add-in-fo...

 

Agenda:

• Sales Research Tools for Customer Engagement Preparation – Brainstorming Exercise & Demonstration (30-45 Minutes. Scott Wise & Lou Valente)
• SPIN Selling Concepts for Customer Engagements – SPIN Basics, SPIN in Stories (30-45 Minutes. Scott Wise & Malcolm Moore)
• Review Deliverables for Friday Team Presentation (30-45 Minutes. Scott Wise & Lou Valente)

 

Deliverables:

Interactive Class Training: Thursday - July 26^th - 1:00-3:00 - Exercise 4

• Remember to Search It! (Reference Selling)
• Google It!!! (Any Customer JMP Search Story)
• Success Story It!!! (High Level Customer JMP Story)
• Discovery Paper It!!! (Detailed Customer JMP Story)
• Remember to SPIN It! (Benefits Selling)
• Situation – Problem – Implication – Needs-Payoff

Team Preparation: Thursday – July 26^th - 3:00-5:00 

Step 1: Create a Hypothetical Prospective Customer

• Assigned Chemical, Semi, Pharma or CPG Industry

Step 2: Find Customer Research (Success Story, Discovery Paper, etc.).

Suggestions:

• Chemical: BASF, DOW, Sinopec, Sabic, Exxon
• Semi: Samsung, Intel, SK Hynix, Micron, Broadcom
• Pharma: Pfizer, Novartis, Hoffman LaRoche, Sanofi, Merck
• CPG: Nestle, Phillip Morris, P&G, Pepsi, Unilever

Step 3: From the Research Results:

• Understand (SPIN) Situation, Problem, Implication, Needs-Payoff for an Industry Chosen “Explicit Need”
• All Same Persona – New to JMP User Prospect

Step 4:

Prepare 15 Minute Team Live Demo Covering

Presentation Sections:

• Introductions & Problem Confirmation
• What is JMP & How Used in Industry
• How JMP Can Help Solve Need (SPIN)
• Closing & Call to Action

Team Presentations: Friday – July 27^th - 8:00-11:00 

Step 5: Deliver 15 Minute Presentation in Front of Customer (Class)

• Everyone on the Team Should Play a Role
• Please Use the Concepts Learned from Previous Exercise Areas in Your Presentation:
• Exercise 1: JMP Framework (Ex: Community Links)
• Exercise 2: JMP Messaging (Ex: JMP Brand, Customer Call Sheet)
• Exercise 3: Showing JMP (Ex: Great Demo, JMP Demo)
• Exercise 4: Engaging Customers (Ex: Customer Stories, SPIN)

 

Take-Aways:

JMP PowerPoint Template (attached) and JMP Journal you can customize for your Team's demo presentation

 

Attachments:

• Exercise 4 Customer Engagement Share.pptx

 

Additional Resources:

SPIN Selling book will be provided by Robin Betters at the end of the session.

Story Telling Demos (from Demo Reference Library)

C. Class Exercises