The VeriLens System A to Z
The VeriLens™ System is a comprehensive Marketing and Sales Asssessment System as seen from the perspective of your Prospects, Customers and Competitors. These are the key components of VeriLens from A to Z:
A. Ask your Prospects for their Pain Points and Challenges to create your Ideal Customer’s Target Outcome. Document your Customer’s journey from Challenge to Solution. Identify and monetize their success to create the Story of how you will make them a Hero.
B. BEST System is used to: Baseline your customer’s situation, identify their Expectations, create their Strategy, and document their Tasks plan
C. 10C’s of Marketing to: characterize your ideal Customer, develop your Claim for them, uncover their Challenges, show your Commonality, prove your Credibility, provide he idel Choice, discuss Comparisons, alleviate Concerns, accelerate the Close, and develop long term Collaboration.
D. Define your “3 Wills and 3 Hows” from the Customer perspective in Priority Order:
- Will you Save me money?
- Will you Make me money?
- Will you Bring me New Opportunities?
- How Much?
- How Soon?
- How Sure?
E. Educational Spectrum – Identify where Prospects and Clients are on the Spectrum for your product/service and markets.
F. Funnels – create marketing and sales funnels for prospects and customers using upsell/downsell that are automated and evergreen.
G. Go To Market routes- identify all the routes to your Ideal Customers. How do they find information? How do they buy? How do they refer?
H. Hot Buttons from POV Analysis – identify top 10 per category:
- Positives of Ownership
- Objections to Ownership
- Vendor Selection
This analysis creates the foundation for headlines, messaging, lead magnets, emails, inbound content and website pages.
I. Identify Client Purchase Criteria and Rank Order by Priority. Then create a Blue Ocean Customer Criteria Prioritized Competitive Map
J. Join your Customers’ Challenges with Purchase Criteria to create your Unique Value Proposition Creation (UVP). Document why they should care and monetize your benefits.
K. Key Sales Funnels – define each stage your customer moves through to buy from you – Know, Like Trust, Try, Buy, Repeat, Refer. Identify the impediments to quickly moving through the purchase process?
L. List – Your Email list is the life-blood of your marketing and sales funnels. Successful companies have large vibrant segmented Email lists.
M. Marketing Equation – All your marketing programs and materials must use all four of the these elements:
N. New Customer Perspectives – review of all customer touch materials and process – “What’s in it for me”, “Why do I care”, “Do I feel safe buying”, “Is this low risk”, “Is this popular”
O. Online Presence – Understand and assess the effectiveness of all your Online actions using the comprehensive VeriLens criteria –
- Thought Leadership
- Lead Generation
- Website Navigation
- Finding Information
- Contacting company
- Buying products
- Solving issues – FAQ, RMA, How-to-use, etc.
- White Papers
- Links to relevant resources
- Platitudes Count on website and collaterals. If you can insert your competitor in your marketing statement – and it reads true – it is a platitude. A couple of platitudes are table stakes, the rest is laziness.
P. Partners – identify the best ways to leverage your suppliers, distributors, sales reps and technology collaborators to drive new revenues.
Q. Questions – are the right questions are being asked, by the right sales people, at the right time, documented the right way to understand Unique Needs.
R. 7Rs – identify all your collaterals and communication in each stage and asssess the effectiveness of the content/collaterals:
S. SEO, Web Analytics – Identify your customers keywords and how your website ranks. How do your customers find your website.
T. Traffic to Email List – Identify the sources of traffic you control and traffic you don’t control. How to turn all traffic into contacts in your email list for lead nurturing. It is all about your Email List!
U. Unmet and Unique customer needs identification process is required to tie Challenges to Product Benefits.
V. Value Ladder – create your entry level product to mid-level product to high-level product progression. This is the key to expanding revenues with current customers.
W. Website – Use web heat map and page navigation tools to determine customer interaction and ease of use.
X. “eXamine” your Loyalty and Referral programs that encourage Loyal Clients to give you new Leads
Y. Yearn to Learn – Identify the new Go-To-Market initiatives under way in your company.
Z. Zero Tolerance for Company staff ambivalence or inattention to Prospects and Customers – document cases and causes