Oct 28, 2020
Why Great Prospects Don’t Become Customers with Zach Ramirez
Zach Ramirez and Joe Lynch discuss why great prospects don’t become customers. As the director of sales and marketing at a leading logistics provider, Zach has learned the things in the sales and marketing process that scare off great prospects.
About Zach Ramirez
Zach Ramirez is the Director of Sales and Marketing at Ally Logistics. With a background in video advertising and a successful corporate consulting track record, Zach is passionate about educating the logistics industry on the power of marketing and clean processes. Zach is a believer in playing to people's strengths and bringing out the best in the teams he has the privilege of working alongside. Zach believes that: intentional listening leads to healthy communication and that healthy communication is the foundation for lasting relationships.
About Ally Logistics
Ally Logistics is a full-service brokerage servicing the U.S. and Canada. Ally operates at the intersection of cutting-edge technology and trustworthy relationships. Using these tools is what allows Ally to deliver maximum value, and an exceptional customer experience – every time. Founded in 2012 by Dan Manshaem and Jeff Chidester, Ally has seen continual growth throughout the years. Utilizing and building an environment where each rep thrives is the cornerstone of Ally's success.
Key Takeaways: Why Great Prospects Don’t Become Customers
4 reasons that great prospects don’t become customers.
- Not Following Through on Your Brand Promises is a trust killer.
- Example: Saying “We service the hell out of our freight” then falling flat after 3 months and leaving the shipper hanging.
- Buy-in doesn’t exist from top brass to the individual contributors.
- RadioShack Example: RadioShack: You’ve Got Questions..We’ve
Got Answers.
- Have you been inside a Radioshack Store? Very often questions aren't answered. Expertise isn't always felt when shopping in the stores.
- Apple Example: “Think Different”
- They’ve been pushing innovations for years in turn fulfilling their brand promise. Whether or not you are “bought-in” to their brand style or characteristics, if you own a smartphone you more than likely are holding on to a piece of tech influenced by Apple.
- No Separation Between You and a Competitor - You'll be reduced
to price quickly!
- Do you have Brand Pillars? Promises? Cornerstone Values?
- The price will be a part of the customer conversation one way or another. Are you prepared to explain why your price is fair, higher? worth it?
- What differences are you bringing to the table and how are you elevating/amplifying those to the customer?
- These aren’t just marketing phrases to take for granted or get
tangled in. These are values that both internal employees and
external customers can unite around and find common ground.
- This also plays heavily into your hiring strategy and the type of candidates you’ll gain
- Do you have Brand Pillars? Promises? Cornerstone Values?
- Siloed Marketing and Sales Teams - No bridges, No
collaboration, No refinement = No (calculated) growth.
- I’ve seen many teams where there isn’t collaboration between “the creatives” and the “boots on the ground”...this is a huge pitfall
- When a sales team faces challenges in the sales cycle that should be the first place that marketing teams step in to receive feedback and listen to those challenges. This is one of the first places where creative problem solving can take place and link our sales teams with our marketing teams
- Calculated Pivots can’t be driven without Intentional Feedback
- Don’t get me wrong...feeling is a big part of what we as salespeople engage in. Although putting resources and spend behind “a feeling I have” isn’t going to get you far, especially in years like 2020 where unexpected variables are introduced at a rapid pace.
- Customer Onboarding is not tailored to the customer's needs.
- Do you know your customer profiles well enough to tailor their
onboarding experience?
- A mom and pop shop is likely not going to respond well to a 12 step onboarding process, although major manufacture may need exactly this to feel secure in the buying cycle.
- The customer onboarding experience can play into the intended “tone” throughout the customer experience, but this expectation must be followed thru on.
- Do you know your customer profiles well enough to tailor their
onboarding experience?