5 steps lead gen machine predictable rev 5.20.10

8/2/2019 5 Steps Lead Gen Machine Predictable Rev 5.20.10

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5 Steps To Creating A Lead Gen Machine & The

Predictable Revenue That CEOs Love

Twitter: @brianjcarroll @motoceo

Twitter Hashtag: #b2bleadgen

Sponsored By:
http://www.linkedin.com/groupRegistration?gid=1941474http://www.startwithalead.com/


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From A Salesforce.com Alum:

5 Steps To Creating A Lead Gen Machine &

The Predictable Revenue That CEOs Love

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About Aaron Ross

High school coding geek (NASA)

Stanford Undergrad + GSB dropout

CEO of LeaseExchange: -$5 Million

Ironman Triathlon, Boulder Outdoor Survival School

Created Salesforce.coms Inside Sales Leadgen Team (&$100 Million In Recurring Revenue)

Entrepreneur-in-Residence at Alloy Ventures ($1B)

Author, CEOFlow: Turn Your Employees Into Mini-CEOs

Now: I consult with companies on creating predictable

revenue & sales.

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Created A $100M Inside Sales Team At Salesforce.com

ACold Calling 2.0 process and team that helped increase recurring

revenue for Salesforce.com by $100 million & grew F5000 bookings bymore than 60%

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And Years Of Consulting/Advising

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Build A Sales Machine Client: WPromote

Michael Stone, VP Sales, Wpromote

#1 ranked Inc500 Search Marketing Firm:

Working with Aaron Ross has been nothing short of

amazing

His methods produced a profitable and scalable new stream

of predictable revenue.

We saw at least 40+% new business growth.

Deal size is still growing.

Were getting in the door with big brands like Overstock,

AT&T, IBM, etc. people that would have never come to us.

The best part is, we had a blast while doing it!

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Book Coming Fall 2010: Predictable Revenue

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Register for a free excerpt at:BuildASalesMachine.com/book

Early reviewer comments:entrepreneurial crack,

I couldnt put it down, &freaking awesome
http://www.buildasalesmachine.com/bookhttp://www.buildasalesmachine.com/book


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A Wave Of Change


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What Works In Sales Has Changed

All salespeople prospect

ABC / Always Be Closing

Measure activities (Dials)Cold calls

Manipulative selling

CRM hurts productivity

Long letters & emails

1.0 2.0Dedicated prospecting team

Is there a mutual fit?

Measure results (qualified leads)Research, referral calls

Short and sweet text emails

CRM multiplies productivity

Authentic selling

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5 Steps To A Lead Gen Machine & Predictable Revenue

1. Discover Your Unique Genius

2. Distinguish Your Leads: Seeds, Nets & Spears

3. Specialize Sales To Ensure Every Lead Gets The

Attention It Deserves

4. Build An Outbound Sales Machine (Cold Calling 2.0)

5. Become Indispensable To Your CEO

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STEP 1

Discover Your Unique Genius,Your Purpose, Translated Into

Customer Success & Trust

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What Is Your Purpose, & How Is It Different?

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Customer Trust => Extraordinary Growth

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Unique Genius Attracts Results

1. What is your purpose that is bigger thanyou?

If your company is on the cover of BusinessWeek

for changing ____, what did you do?

2. Do you only say it or do you LIVE it?

Salesforce.com No software

Zappos: Provide the best customer service

possible

Google: Organize the world's information and

make it universally accessible and useful

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Forget About What You Do

Customers care less about what you do thanthe results you create We are the leading application platform for widget

integration on the social graphblah blah

My example: I am a sales & management consultant vs.

I help companies create predictable revenue & I help

leaders turn their employees into Mini-CEOs

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Homework

When someone asks What do you do?, pretendthey asked How do you help customers?

What is your Ideal Customer Profile?

Talk to your customers & ask them:

What difference have you made to them?

Why did they do business with you?

Why do they continue to do business with you?

Why would they refer others to you?

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STEP 2

Distinguish Your Leads:

Seeds, Nets & Spears

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Distinguishing Lead Types

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Distinguishing Lead Types

Lower volumeHighest value/leadHarder to increase

Higher volumeLow value per leadEasiest to increase

Lower volumeHigh value per leadMedium work to increaseGrew Salesforce.comRevenue 60%!

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___ WebsiteVisitors

___ Leads(Registrations)

___ QualifiedLeads

___ QualifiedOpportunities

$___ Pipeline

$___ Bookings

__% Conversion

__% Accepted

__% Converted

$___ Avg /Oppty

___% Close

SALESDEVELOPMENT

SALES

MARKETING

Sales CycleLength ____

__ Lead Qualification Repsper __ Leads per Month

__ Account Execs per $__Pipeline per Month

Cost per Lead$___

Example Nets Funnel

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Add Target Accounts

Add Contacts

__ Call Conversations

Example Spears Funnel (Cold Calling 2.0)

__ New Opportunities

__ Closed Deals

Prepare

Prospect

Begin SalesCycle

Work Responses (9% Response Rate)

__ Demos/Appointments

Define Ideal Target Profile

Send __ Cold Emails / Make __ Mapping Calls

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STEP 3

Specialize Sales Roles To Ensure

Every Lead Gets The Attention It

Deserves

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Layers Of The Onion

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Critical Success Factor: Specialize Four Sales Functions

Outbound

CustomerSuccessSales

FrontlineSales

Organic &Marketing Leads

Inbound QualifiedOpportunities NewCustomers

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3 Keys To Making Contact

1. Train salespeople to be business peoplewho can sell, not sales people

Use role-playing

2. Keep initial emails/vmails short & relevant Make it about giving them value, not about you

If they pick up: Did I catch you at a bad time?

3. Propose a specific time to talk Wrong: Reach out when you have time

Right: Are you free Thursday at 9a PST?

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6 Step Qualification Call Agenda

Did I catch you at a bad time?1.Introduction (SHORT)

2.Be curious

3.Current challenges?4.Position your solution

5.Probe/confirm/qualify

6.Next step recommendation

Total Time < 20 minutes26


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The Simplest Ways To Nurture Leads

Two SIMPLE options that require < 4 hours An email newsletter (email out your blog posts)

Hold a monthly webinar (or teleseminar)

Guidelines: Share your expertise - TEACH them something

beyond your product

How can you help them do their job better?

Be interesting / authentic (dont be boring)

More trust = more sales

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STEP 4:

Build An Outbound Sales Machine

(Cold Calling 2.0)

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Youve Been Doing It Backwards

Cold Calling 1.0

1. Cold CALL

2. Cold Email

Cold Calling 2.0

1. Cold EMAIL

(9% response rate)2. Warm callpeople who

respond (internal referrals)

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l


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Prospecting Emails: Less Is More

1. You can get a 9%+ response rate asking

for referrals

2. State simply why you are reaching out

and be honest! (In every way)

3. Make the first email SHORT & SWEET:

easy read & respond to on a blackberry

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S O b d


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Build

List

Run Email

Campaigns

Sell The

Dream

Pass The

Baton

Generate

Internal

Referrals

Connect

Their

Need To

Your Solution

Seamlessly

Handoff To

Quota-

Carrying

Salesperson

Import

Into

Sales/Mar

keting

Systems

5-Step Outbound Process

Ideal

Customer

Profile

Highest

Revenue

Potential &Close Rates

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STEP 5

Become Indispensable

To Your CEO

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L Of R i i


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Law Of Reciprocity

If you work to make others successful, theywill work to help you succeed

Do you know whats important to your CEO?

Its not leads All quality CEOs care about:

1.Money (Revenue, finance, metrics, investors)

2.People (Attracting, developing, turning them intoMini-CEOs)

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CEO Sweet Spot


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CEO Sweet Spot

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Th CEO I Th P bbl I Th P d


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The CEO Is The Pebble In The Pond

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Wh t Th V l Of


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Whats The Value Of

A clear, step-by-step plan to create predictable

revenue?

The ability to repeatedly source sales-ready leads

from ideal clients who arent calling you?

The ability to attract and develop driven salestalent?

Peace of mind and freedom of predictable results

and self-managing systems?

C t t


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Contact

Best address for speaking, consulting orpartnering:

[email protected] or

[email protected]

(My personal email: [email protected])

Thank you!

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