As presented at PMANC in California, this presentation walks you through the basics of selling in the zero moment of truth. Buyers are in more control than ever and you have to influence those buyers every chance you get.
The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...
Selling in ZMOT (zero moment of truth)
1. Selling in the
Zero Moment Of Truth
Dale Denham, MAS+
@daledenham
www.linkedin.com/in/daledenham
www.geiger.com
Slides available at www.slideshare.net/therealdaledenham
31. ZMOT - SEO
• Blogging is a part of SEO
• Landing pages are important
• Custom product pages
Requires large investment
You cannot win most battles
Focus locally
32. ZMOT - Social
When YOU are the PRODUCT
What does your social presence and profile say about you?
33. ZMOT - Video
• Video is a part of SEO
• Product reviews are a great way to do videos
34. ZMOT - Reviews
• Reviews are crucial to ZMOT
• Most industry sites have no reviews
• Use your blog
– Review products
– Link review in proposals
35. ZMOT - PPC
• Your name
• Your company name
• Keywords – local
• Your best selling products – local
• Google shopping
• Remarketing
• Social advertising
36. It Must Work Together
• Bad ZMOT + Good FMOT = Low Chance
• Good ZMOT + Bad FMOT = No Sale
• Good ZMOT + Bad SMOT = Low Repeat Orders
37. A Word about FMOT
• Have a great website
• Spend time really analyzing options
• A great web experience is critical
– Far more important than 100,000 products
44. Some Zero Moments to Prepare for
• Details from your proposal
– Item#
– Item name
• Promotional products [town name]
• [name] complaints
• [name] sucks
• [name] review
45. ZMOT Mobile
• People may search for you on mobile
– Easy to find phone #
– Easy to find address
Focus on your contact information for mobile
46. The Buyer is in Control
• Buyer has need to satisfy
• Emotional investment in finding the
best solution
• Has often made their choice before
they contact you
50. Right Content
• Answer questions people are asking
• Use your blog
– Include product names
– Include your location
51. Practical Steps to Win the ZMOT
• Have a great website
• Active on Social
• Blog
• Advertise
– PPC
– Social
– Remarketing
Target narrowly, you can’t compete with big boys
52. Practical Plan to Win the ZMOT
• Weekly
– Blog about a product on LinkedIn
– Post at least 2x per week on social sites
– Write reviews of every product you sell
• Monthly
– Update adwords
– Video post
– Non product blog
• Yearly
– Update social profiles
53. Selling in the
Zero Moment Of Truth
Dale Denham, MAS+
@daledenham
www.linkedin.com/in/daledenham
www.geiger.com
Slides available at www.slideshare.net/therealdaledenham