Darren Stordahl, Author at FMT
Buyer 2.0 part one: Lane Departure Warning!
This is the first part of a three part deep dive guest post about Buyer 2.0 written by Darren Stordahl Recently, FMT attended an interesting partner conference at Microsoft campus in Redmond, where an excellent presenter shared his perspective on today’s “Buyer 2.0”. His assertion, was that in the modern supply chain, buyers are engaging much later in the evaluation cycle. Before ever speaking with the manufacturer, distributor or service-provider, this new buyer has self-educated and conducted significant anonymous research in order to become highly informed. Buyer 2.0 carries an industry-specific expectation, avoids risk, maintains broad social media connections, and has high expectations for service quality and speed to fulfillment. They Tweet. The impact of Buyer 2.0 on sequential and historical stage-based sales models includes lower conversion rates, prospects falling out of the funnel at unpredictable intervals, lack of connection/clarity into the customer relationship, and a reduction in perceived value […]
Buyer 2.0 part two: From Flat to Fantastic
This is the second part of a three part deep dive guest post about Buyer 2.0 written by Darren Stordahl Continued from Buyer 2.0 part one: Lane Departure Warning! Because the Microsoft conference took place in the gray and green Northwest, the messaging brought to mind an exceptional book on effective sales: “Les Schwab Pride in Performance: Keep It Going” (Les Schwab; Maverick publications). It’s a manageable biographical/business tome that describes the life and unique business philosophy of Northwest icon, Les Schwab. Starting in 1952, Les and his team built a retail distribution chain of tire stores in the western United States. Each of his stores followed a similar approach to customer service and sales: when a prospective customer pulled into the parking lot, the attendants sprinted to the car; Les Schwab also offered special promotions including free beef (from his ranch!) with the purchase of new tires; he offered […]
Buyer 2.0 part three: Where the Rubber Meets the Road
This is the third part of a three part deep dive guest post about Buyer 2.0 written by Darren Stordahl Continued from Buyer 2.0 part two: From Flat to Fantastic! Connecting these two potentially disparate discussions can help correct fractures in a modern engagement funnel and increase the relevance of experienced analog sales-people in a digital world. Buyer 2.0 won’t wait for you. They are probably tweeting your competition right now for pricing or configuration information. What can you do, with the tools and technology available, to stay relevant and build your business? Sprint to the Car: Make every effort to make a good first impression. Engage quickly. Be polite. Maintain focus and intensity throughout the ever-shortening sales cycle. For those in the customer engagement end of the technology spectrum, this means using both marketing automation and CRM efficiently, correctly, and with a prioritization for managing KPI’s associated to response […]