The KDI-model

bygt2050

164 followers

Updated 11 years ago

One of the major issues that I try to find out at WA is how to get qualified leads. However, leads are not equal to sales, as we all are aware of. In my consulting business I use a 'KDI-model' for converting the lead to a long-term client relationship.

The first thing you must be aware of, is that a model must simplify the reality. So don't indulge immediately in the missing details (yet). As said, all starts with the lead generation which is not covered in my model. Also the circular spots "when" to sell something is more depending of your service than of the model.

At the moment that a lead enters in your site, you must present information (blog) to him which is interesting enough to continue. But we like to have his email, and (as we all are aware of) we need to offer something for free in return to get that. Depending of the service/product that we want him to purchase it can be almost anything: a report, e-book, video, scan etc.

From that moment he has identified himself (by email) and the KDI cycle starts. The K-Knowledge phase is just busy with facts, because we need to build both 'Trust' and a 'Need'. Those 2 things go easily together: by showing that we understand the pains and the wishes the other party assumes that we have a solution for it.

(Many sites make here a big mistake, according to me, they start immediately with showing the 'how-to'. But the average human being is just looking for data in this stage. More specific, he looks for reviews of people that are experienced, so he gets knowledge).

On a certain moment he is challenged to purchase a low-cost product. The reason is not just that it brings in money for us, the real issue is that the lead, who purchases something small, expresses that he has gained enough trust to do business with you. And that makes him entering in the D-Direction phase. Now he gets access to the how-to, e.g. by e-learning, coaching etc. But just the how-to, in my opinion. Like you need to know the traffic rules before you can try to pass an exam for a driver license.

This how-to phase leads to a more expensive purchase. (Note: I am not talking here about up-selling, that is for me a temporary sales trick that will soon make people zap away, because you are related to hard-selling techniques in stead off solution selling). For my consulting business the next paid level can be a commitment for a year coaching at 250$ a month.

The I-Implementation phase means that you take the newbee by the hand, and make his success. While implementing success you look at signals about side-issues, so you can redo the entire cycle later for a different subject. The I-Phase often needs additional products as well, which are relatively high-priced because my time is consumed by one or a few clients.

This KDI-model is a more natural way of selling, because it follows a structured path (pushed by a leading sales!) of creating curiosity - building trust by transferring know-how - learning how things really (will) work - and finally taking the newbee by the hand and cause the results that he needs.

Please note, this is just a first overview of KDI. I will post more blogs with more details - because (as was commented already) you need to understand the personality of the client before you can involve in a trustful relationship. And applying NLP, DISC and other techniques is much less obvious with online customers.

Every service has its own KDI-model. The structured approach is the binding element - but someone who is focusing on food nutrition sales needs a different setup than someone that merely looks for sales via Amazon or someone that sells BPM-coaching (like me).