how to generate all the highly qualified leads...
TRANSCRIPT
How To Generate All The Highly Qualified Leads Your Company Needs,
While Putting Your Marketing And SalesOn Autopilot
David LeeMichael J Webb
2004 © Copyright Sales Performance Consultants, Inc. 2
Symptoms and Pains Around Lead Generation
How?
Quality
CostLack ofSupport
Quantity
Effectiveness
TimeRequired
FearThe fear of what to say,
rejection, and embarrassment
2004 © Copyright Sales Performance Consultants, Inc. 3
Lead Generation Challenges
What is a “lead?” A “qualified opportunity?”Marketing-sales chasm?Value proposition?Which techniques?• Networking, prospecting, cold calling, referrals• Snailmail, email, promotions, shows, ads• Publications, articles, speaking• Channels, call centers, distributors, Internet• Seminars, conferences, teleconferences Now or in the future?• Leads are in the future.• We need results NOW!
2004 © Copyright Sales Performance Consultants, Inc. 4
The Problem
Sellers are From MarsThe seller focuses on what they want.
The “Sales Process” is preoccupied with their activities and goals.
Buyers are From Venus
Prospects focus on what they want. The “buyer’s journey” describes their
efforts to solve their problems.
Design the sales process to help the buyer move
through the stages of their journey.
The SolutionMotives of buyers and sellers
may repel each other.
2004 © Copyright Sales Performance Consultants, Inc. 5
What Value do You Create for Them?
(And Distributors)
2004 © Copyright Sales Performance Consultants, Inc. 6
Helping Prospects Solve Problems
Finding Gaining Keeping
Untroubledand Unaware
AcknowledgePain
DefineNeed
ReceiveOffers
RationalizeOptions
Select FirstChoice Engage
Future
EstablishTrust,
Credibility
Gather Information
ElevateCommitmentWith Action
When?
2004 © Copyright Sales Performance Consultants, Inc. 7
The Market = Undifferentiated People
Marketing and Lead Generation
= lead
Don’t have problemyou can solve Can’t provide
what you need(credit, location, etc.)
Not readyto act now Foggy issues,
Gatekeepers, etc.
2004 © Copyright Sales Performance Consultants, Inc. 8
Lead Quality = Qualification Criteria
Marketing and Lead Generation
= lead
Don’t have problemyou can solve Can’t provide
what you need Not readyto act now Foggy issues,
Gatekeepers, etc.
Nurturing Process
2004 © Copyright Sales Performance Consultants, Inc. 9
Make Your Sales Process Work Every Time
How to Design a Sales Process
• Define Customer Value• Compel People to Act• Measure for Cause,
Manage for Effect
2004 © Copyright Sales Performance Consultants, Inc. 10
Baby Steps for Enterprise Relationships
What They Get
Website
Google Ad,Landing Page
Public SpeakingAdvertisements
White Papers
White Paper: “Error-free Real-time
Data for MINITAB”,Auto responders
Little Module
inRealTimeNew software
plugin for Minitab
Consult
Customized solutions (templates) for specific problems,
resulting in better data, quicker connection to MTB.
Phase 1
GainSeeker Deployment => Shared data, easier access =>
ROI in form of better, cheaper, faster organization.Confidence in solution
Enterprise
ROI realized across enterprise –better, cheaper, faster
organization.
2004 © Copyright Sales Performance Consultants, Inc. 11
Direct Marketing, Nurturing, Qualifying, and Hand Offs
Articles, speaking engagements
Multi-step direct mail, email
Landing page, opt-in
Conferences, seminars
Telephone interviews
Qualification criteria
Site visit, assessment
Custom proposals
Hand-off
Relationship nurturing
ABC
DEF
GHI
JKL
MNO
PQR
2004 © Copyright Sales Performance Consultants, Inc. 12
Multi-Step, Multi-Media Sequence Example
Step 1: Whitepaper opt-in web form (or request via phone, fax, or e-mail) (Day 1)Step 2: Mail Whitepaper (Day 1)Step 3: Follow-up phone call (Day 7)Step 4: E-mail telling them you haven’t heard back & will send info (Day 28)Step 5: Mail THE SAME Whitepaper report a 2nd time (Day 28)Step 6: Follow-up phone call (Day 35)Step 7: E-mail to see if they have questions (Day 42)Step 8: Mail THE SAME Whitepaper report again – tell them “3rd and Final Report”
(Day 56)Step 9: Follow-up phone call (Day 63)Step 10: Postcard offering a different Free Advisory, Report, or Consultation (Day 70)Step 11: Continued, monthly follow ups
2004 © Copyright Sales Performance Consultants, Inc. 14
Enabler: CRM that Helps Salespeople Sell
• Bridge the Chasm with CRM• CRM Defined• Why CRM?• Results of using CRM; Hunting vs. Harvesting• They key to the puzzle: A____________
2004 © Copyright Sales Performance Consultants, Inc. 15
A CRM That Automates Your Business
• ManagePro CRM– Overview– Features– Benefits
• Who uses ManagePro CRM?– Top marketers across the nation– Sales gurus & coaches– Entrepreneurs, tech companies, mortgage
brokers, dentists & other professionals, sales companies, manufacturers, etc.
2004 © Copyright Sales Performance Consultants, Inc. 16
Take Aways
Everything You Do to Find, Gain, and Keep Customers Must Create Value for Them
Your mind should be clear on three distinct things every time you interact with a prospect or customer:1. What is the value to them
2. What information you want to obtain
3. What action you want them to take
Management’s job is to establish, improve and automate the processes which enable employees to be successful