Customers are an oxymoron today. They are more knowable than ever before but harder to actually understand. Constantly on-the-go and hard to pin down, it’s more difficult than ever to engage them in a conversation. So, why do we keep using techniques from a decade ago to grab their attention?

1. How to Sell to the
Unpredictable
Customer
{embrace The Responsive Method}
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2. © Aha! 2014 www.aha.io

3. They worked in an office
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4. They got magazines
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5. They trusted vendors
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6. Organizational
structure and
hierarchy defined how
they purchased
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7. The Great Recession changed everything
• All industries
impacted
• Broad job loss
• Freeze in IT
spending
• Corresponding
collapse of
traditional
business media
• Emergence of
lean approaches
to everything
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8. Customers are now
unpredictable,
on the go, and
stretched to keep up…
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9. …but they are better
connected, more
versatile, and well
informed
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10. © Aha! 2014 www.aha.io
But it’s highly
unsatisfying
and unlikely to
generate a
loyal following
(of humans)
We have entered a
new era and a
new approach
is needed

11. © Aha! 2014 www.aha.io

12. Welcome to
The Responsive Method
re spon sive
adjective
:reacting quickly and positively
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13. © Aha! 2014 www.aha.io

14. © Aha! 2014 www.aha.io
But it’s highly
unsatisfying
and unlikely to
generate a
loyal following
(of humans)
Velocity
plus four skills define
The Responsive Method
for selling to the
unpredictable customer

15. 1. Predict the future
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16. © Aha! 2014 www.aha.io

17. It’s time for Content
Bingo. Where will your
customer land?
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18. 2. Talk you
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19. You can sell one big idea.
Know your sentence.
Customers buy our
product because
_____________________
_.
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20. © Aha! 2014 www.aha.io
Make it:
Short.
Unique.
Personal.

21. 3. Welcome interrupts
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But it’s highly
unsatisfying
and unlikely to
generate a
loyal following
(of humans)
… but, a potential
customer needs
something from you
right now

24. © Aha! 2014 www.aha.io
But it’s highly
unsatisfying
and unlikely to
generate a
loyal following
(of humans)

25. © Aha! 2014 www.aha.io
But it’s highly
unsatisfying
and unlikely to
generate a
loyal following
(of humans)
4. Know thyself

26. © Aha! 2014 www.aha.io

27. Compressed
response time =
accelerated value +
satisfaction for
everyone
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28. Your customer is waiting.
Somewhere.
Go now.
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29. This is
The Responsive Method
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30. Aha! is the world’s #1
product roadmap software
Create brilliant
go-to-market plans
and visual roadmaps
Sign up for a free trial
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31. All product and company names and logos in this presentation are trademarks of their respective owners.
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