generate more leads by improving what you say

Craig Klein

Co-Founder – Sales Growth Hub

Founder and CEO – SalesNexus

Sales Growth Hub Webinar Series

What is the Sales Growth Hub?

Trusted Experts in Growing Businesses!Webinars, Videos, Articles, eBooks, all FREE!

Community where businesses and sales and marketing leaders meet.

Areas of Expertise

• Lead generation• Search engine optimization• Social media• Web design• Web development• Sales consulting• Sales coaching• Sales tools and software• Customer relationship

management

• Sales training• Sales management• Marketing consulting• Email marketing• Branding• Video production• Public relations• Pay-per-click advertising• Digital marketing

Hub Members

Webinar Schedule4/9: Designing Email Campaigns that Generate Leads

– Craig Klein, Founder and CEO - SalesNexus

4/23: How to Build an Over-Achieving Sales Force

– Sean Piket

5/7: How to Build Landing Pages that Convert

– Chris Burres – CEO, E-Webstyle

5/21: The Future of Data-Driven Sales and Marketing

– Forest Cassidy, Founder and CEO - LeadFerret

6/4: How to Lead a Successful Discovery Sales Meeting

– Mike Faherty, Founder and CEO – ProSales Connection

6/18: Earn New Prospects, Convert Existing Prospects Through Multi-Touch Marketing

– Bill Corbin, Founder and CEO – Enfront Micro-Marketing

7/9: How to Ethically Steal Content

– Kate Frank, Owner – Kate Writes Right

Participate in Our Contest

• Stay tuned!• Win!!!

• Learn more at the end of today’s webinar.

Generate More Leads by Improving What you Say

Michael Halper Founder and CEO - SalesScripter

• 20 years frontline sales, marketing, and customer service experience

• Founder and CEO of Launch Pad Solutions and SalesScripter

• Author of The Cold Calling Equation – PROBLEM SOLVED

• President of the American Association of Inside Sales Professionals Houston Chapter

• ICF Certified Professional Coach

• MBA University of Houston, Masters of Science University of Texas at Dallas

Traditional Messaging

What is wrong with this picture?

• We are all a little self-serving and this caters more to our interests than the prospect's• A prospect might not care yet about your company and all the great things it has

going on• A prospecting might not really understand what your product/service is and does• This does not build interest, curiosity, and intrigue• It does not tell the prospect how you can help them• This can trigger guardedness – “Uh oh, sales person trying to sell something”

Ben

efit

s

Why do we do this?

Pro

du

ct

Co

mp

any

Fea

ture

s

Fu

nct

ion

alit

y

What we say when talking with prospects

Very inward focused – me, my product, my company

• Foundation of knowledge• Focus of training• Wealth of experience• Where we have interest• What leads to us getting

paid

• Introductions• Cold calls• Emails• Networking• Company website• Social media• Presentations

It is what we are trained to do

Inte

rest

An Alternative ApproachV

alu

e

Pai

n

Qu

alif

y

Cre

dib

ility

Ob

ject

ion

s

Prospect Focused

What we say when talking with prospects

• Get outside your comfort zone

• Identify how you help • Focus on the problems

that you solve

• Introductions• Cold calls• Emails• Networking• Company website• Social media• Presentations

Three Levels of Value

Technical Value

• Processes• Systems• People

Automation of manual processesImprove performanceDecrease time to perform workImprove reliability

Business Value

• Revenue• Costs• Services

Improve revenue / market share / close rateDecrease cost of goods sold / labor costImprove delivery of services

Personal Value

• Income• Career• Workload

Increased bonuses, commissionsRecognition and promotionsDecreased/increased workload

Identifying Your Value

Step 1: Identify a product / service, or featureProduct / Service

or FeatureFunction Technical Value Business Value Personal Value

Auto inventory replenishment


Step 2: Identify what your product doesProduct / Service



Automatically submits orders to vendors based on inventory levels


Step 3: Identify how that helps from a technical perspectiveProduct / Service




Decreases time spent ordering


Step 4: Identify how that helps from a business perspectiveProduct / Service





Decreases staff and labor costs


Step 5: Identify how that helps from a personal perspectiveProduct / Service






Improves work life balance


Step 6: Repeat for additional products Product / Service







Predictive demand forecasting

Predicts inventory needed based on historical data

Increases ordering accuracy

Decreases inventory costs

Improves end of year bonus

Management dashboard

Provides visibility across inventory and orders

Decreases time gathering information

Improves decision making and bottom line results

Improves promotion options


Step 7: Summarize to arrive at your core valueProduct / Service







Predictive demand forecasting

Predicts inventory needed based on historical data

Increases ordering accuracy

Decreases inventory costs

Improves end of year bonus

Management dashboard

Provides visibility across inventory and orders

Decreases time gathering information

Improves decision making and bottom line results

Improves promotion options

Inventory management software

Manages inventory levels and orders

Improves the ability to manage inventory

Decreases inventory and labor cost

Improves compensation potential

Messaging Workflow

Your Product

1. Inventory management software

Your Value

1. Decreases time spent ordering

2. Increases ordering accuracy

3. Decreases time gathering information

Product Value

Three Levels of Pain

Technical Pain

• Processes• Systems• People

Slow, broken, or manual processesPoor system or employee performanceLack of reliability

Business Pain

• Revenue• Costs• Services

Low revenue / market share / close rateHigh cost of goods sold / labor costPoor delivery of services

Personal Pain

• Income• Career• Work Environment

Low bonuses, commissions, compensationNo recognition, no promotions / career pathHigh workload, poor work–life balance

Messaging Workflow

The Pain You Resolve

1. Spending too much time ordering

2. Ordering errors are occurring

3. Difficult and time consuming to gather information, no visibility

Your Value




Product Value Pain

Qualify

What is Qualifying

• Assessing prospects in two areas:1. How well they fit with what you have to offer

2. How likely they will be to purchase

• Performed two ways– Researching the prospect– Asking good questions

2 Step Qualifying Process

Step 1 – Pre-Qualifying

• To make sure it makes sense to meet and keep talking

• Takes place in first contact

Step 2 – Qualifying

• Identify if you can consider the prospect and lead are real

• Takes place in first meeting

Messaging Workflow

The Questions to Ask

1. How concerned are you about the time it takes to produce orders?

2. How often are there errors with the orders that are processed?

3. Do you feel like you have access and visibility to the information that you need ?



2. Ordering errors are occurring

3. Difficult and time consuming to gather information, no visibility

Product Value Pain Qualify

Interest

Building Interest

• High level product/service details

• Connect pain with value

• Communicate ROI

• Explain differentiation

• Share client story

• Paint a picture of the future state

• Discuss impacts of doing nothing

• Share company facts

Messaging Workflow

Product Value Pain Qualify Objections

Building Interest Points

1. Have helped our clients to decrease inventory cost by between 20 to 30% in first 12 months

2. Purchased paid for itself within 18 months

Interest Credibility

Your Value




Credibility

Establishing Credibility

• Name Dropping

• Storytelling

• Lack of Availability

• Lack of Neediness

• Picture of Consensus

Messaging Workflow


Name Drop

1. We provide inventory management software to Johnson Materials.

2. This helped them to reduce time spent ordering by 50%.

3. That lead to s reduction of warehouse managers and a decrease of labor cost of 17%.


Your Value




Objections

What are Objections

• A prospect’s best weapon– Mini stop signs– Used to take control of the call and take it in

a direction of their choosing

• Common Objections:– I am busy right now.– Who are you with?– What is this in regards to?– I am not interested.– Just send me some information.– We already use somebody.– We are not looking to make a change right now.– We do not have budget/money to spend.

Objections Handling Options

1. Comply

2. Overcome

3. Redirect

Redirect• To redirect the objection into a related area

• Example:

Prospect: “I am not interested” Caller: “I understand. Do you mind if I ask what you are doing today in this area?”

• Goal of the redirect is to keep the conversation going without focusing on the objection itself

• Tactics:– Redirect qualifying questions– Redirect to value statement– Redirect to pain points– Redirect to building interest points

Building an Objections Map

• Tool to build to use as a guide for dealing with objections

• List out anticipated objections

• Formulate best responses

• Can include redirects and overcome responses

Messaging Workflow


Objection Responses1. How concerned are you about

the time it takes to produce orders?



4. Decrease inventory cost by 20 to 30%

5. We helped Johnson Materials…

The Value You Offer


The Questions You Should Ask

Your Building Interest Points

Your Name Drop Statement


SalesScripter

www.salesscripter.com

What do you sell? ___________

How does it help? ___________

What problems do you fix? ___________

What questions should you ask? ___________

1. Asks all the key questions 2. Maps answers to document library

http://www.salesscripter.com/

If You Want More Help• Books / Ebooks

– The Cold Calling Equation – Problem Solved– Do’s and Don’ts of Cold Calling– How to Get around Cold Call Objections– How to Build a Value Proposition that Generates Leads– How to Build Sales Campaigns that Sell

• Videos – Dozens of how to videos and slide decks

• 10 week web-based training program

• One-on-one sales coaching and consulting

• SalesScripter– www.salesscripter.com – Walk-through services available

http://www.salesscripter.com/

Our Next Webinar!

Designing Email Campaigns that Generate Leads

Presenter: Craig Klein, Founder and CEO - SalesNexus

April 9, 2014 1:00pm CDT

Register at: http://salesgrowthhub.com/designing-email-campaigns-that-generate-leads/

http://salesgrowthhub.com/designing-email-campaigns-that-generate-leads/

http://salesgrowthhub.com/designing-email-campaigns-that-generate-leads/

Participate in Our Contest

• Follow @salesgrowthhub on Twitter• Retweet a @salesgrowthhub post• Like SalesGrowthHub on Facebook• Share a post on Facebook• Follow @salesscripter on Twitter• Like SalesScripter on Facebook• Attend each webinar

• Earn 1 point for each post or share or like• Drawing Monday and end of series