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. Actualize your Customer’s Target Outcome. Document the vivid vision of their Key Goals in terms of Cause vs. Effect. Identify and Quantify their Success, and describe their  ideal outcomes in great detail.

B. Use the BEST System to:  Baseline your customer’s situation, identify their Expectations any yours, create their Strategy map and  their Tasks plan

C. Use the 10C’s of Marketing to: characterize your ideal Customer, your Claim to them, uncover their Challenges, how to show Commonality, how to prove Credibility, provide a relevant Choice, discuss Comparisons, how to alleviate Concerns, what is required to Close, and how to develop long term Collaboration.

D. Define and quantify the “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?

and then:

  • 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. Find customer POV information and their Customer Hot Buttons List – identify top 10 per category:

  • Positives of Ownership
  • Objections to Ownership
  • Vendor Selection

G. Go To Market routes- identify all the routes to your Customers. How do they find information? How do they buy?

H. Holistically analyze your  Direct, Adjacent and Indirect Competitors and their offerings and capabilities

I. Identify Client Purchase Criteria and Rank Order by Priority. Then create a Blue Ocean Customer Criteria Prioritized Competitive Map

J. Join your Prospect Challenges and Purchase Criteria and compare it to  your Unique Value Proposition Creation (UVP). Document the positive impacts for them and monetize the benefits.

K. Key Sales Funnel stages – 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 Marketing Headlines that would address Customer Hot Buttons for Marketing Messaging

M. Marketing Equation – score all your marketing materials with the number of instances of:

  • Interrupt
  • Engage
  • Educate
  • Offer

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. Overall web and collateral effectiveness assessement stringent “Ease of Use” criteria –

  • Web Navigation
  • Finding Information
  • Contacting company
  • Buying products
  • Solving issues – FAQ, RMA, How-to-use, etc.
  • Newsletter
  • Blog
  • Videos
  • Communities
  • White Papers
  • Links to relevant resources

P. “Platitudes” Count on website and collaterals – if you can insert your competitor in your statement – and it reads true – it is a platitude. A couple of platitudes are table stakes, the rest is laziness.

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:

  1. Referrals
  2. Research
  3. Readiness
  4. Relationship
  5. Reliability
  6. Responsiveness
  7. Regenerate

S. SEO, Web Analytics – Identify your customers keywords and how your website ranks. How do your customers find your website.

T.  Tools – count the number of different offers, content and capture forms and landing pages for Lead Generation

U. Unmet and Unique customer need identification process is required to tie Challenges to Product Benefits.

V. Verify Sales Channel and Partner effectiveness – routes to market, geographies, communication channels, after sale support required by Prospects and Clients.

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