Structuring Your Sales Process For Maximal Impact

Transcription

1 Structuring Your Sales Process For Maximal Impact Triple Your Sales Opportunities with a Proven Process Designed to Increase Revenue

2 Page 2 3 QUESTIONS 1 What frustrates you the most about your sales or business process for sales right now? 2 What are you trying to achieve in the next 6 months or year? ABOUT BUSINESS RIGHT NOW? What YOUR do you think it will take to double 3 your business in the next 6 months or year?

3 Page 3 WHAT FRUSTRATES YOU THE MOST ABOUT YOUR SALES BUSINESS PROCESS RIGHT NOW?

4 Page 4 SURVEY SAYS 472 responses LACK OF SALES LEADS BUS. PROCESS

5 Page 5 WHAT ARE YOU TRYING TO ACHIEVE IN 6 MONTHS?

6 Page 6 SURVEY SAYS 422 responses INCREASE REVENUE & SALES NEW BUSINESS GROWTH

7 Page 7 WHAT DO YOU THINK IT WILL TAKE TO DOUBLE YOUR BUSINESS?

8 Page 8 SURVEY SAYS 421 responses NEW BUSINESS MORE PROFITABLE SALES MORE PROSPECTS & LEADS

9 Page 9 IF YOUR SALES ARE ERRATIC OR SLUMPED IT MAY NOT BE YOUR LACK OF OPPORTUNITIES

10 Page 10 IT MAY BE YOU DON T HAVE A STRUCTURED, PREDICTABLE SALES PROCESS

11 Page 11 Pipeline Deficiency Sales Pipeline Frustrations Poor Lead Generation Inaccurate forecasting Ineffective time management Inconsistent growth Limited visibility Poor Return-On-Effort (ROE)

12 Page Author Sales Strategy Expert Who Am I To Inspire Change? 83,000 readers

13 Page 13 Lead Generation Systems Who Am I To Transform Your Results? Specialist in Lead Generation Systems & Methods Outbound Inbound Follow-Up Referral Sales Enablement Strategist (Skills) Sales Executives Managers Teacher Mentor Coach Mastermind Facilitator 28 Years Experience

14 Page 14 Predictable Results Triple Your Growth TARGET IDEAL CLIENTS OPTIMIZE A SALES PROCESS $ ENGAGE IN MEANINGFUL CONVERSATION

15 Page 15 Structure Your Sales Process 3 STEPS AND BUILD A LEAD GENERATION MACHINE

16 Page 16 LeadGen 2.0 For PM Growth Dimensionalize Engagement Target Ideal Clients 1 KNOW Who You Are Who You Serve How You Deliver 2 KNOW Lead Types Lead Values Conversation Touch Points Build An Optimized Sales Process 3 KNOW Stages Journeys Sequences Cadences Build a consistent sales process by leveraging the Internet and tools designed to generate leads

17 Page Target WHO ARE YOU? S What strengths do you possess and how are they different from others? O What opportunities exist in your market? W Any potential weaknesses in going this direction? T Are there any external threats you can identify (regulatory, competition, etc)?

18 Page 18 SWOT Sample Questions WHO ARE YOU? Q: How do you help others? Q: What truly sets you apart? Q: Who do you want to be? Q: How do you want to be known?

19 Page 19 Targeting CHANGE YOUR MINDSET Your Amazing Results What difference have you made for your clients? Why do they do business with you? Why do they continue to do business with you? Why do they refer business to you?

20 Page 20 Targeting WHO DO YOU Get Clear On Your Buyers What are they trying to achieve? What are they trying to become? What are they trying to avoid? Where have they succeeded? Where have they failed? What information do they need to move forward with you? SERVE?

21 Page 21 Ideal Prospect Sample Questions WHO DO YOU SERVE? Q: How do you describe them? Q: What are their core challenges? Q: Which leads result in faster sales, higher win rates, longer lifetime value? Q: Which ones don t? Q: What other criteria is important?

22 Page 22 Targeting INBOUND HOW DO YOU OUTBOUND $ DELIVER? REFERRAL Which Source For Triple Growth?

23 Page 23 Case Study SEGMENTING & NICHE FIND THE RIGHT TARGETS AVOID THE WRONG ONES

24 Page 24 Niche Targeting 1 NARROW WHO YOU SERVE RESULT: NARROW FOCUS PRODUCES TRIPLE GROWTH IN 3 YEARS 2 More Profits 4 More Referrals 3 Lower Costs 5 Strategic Partnering Authority Status

25 Page 25 Niche Targeting WEBSITE MARKETING PROGRAMS TARGETED / DIRECT PROGRAMS NARROW HOW YOU Low Volume High Value / Lead Scalable, predictable DELIVER RESULT: PHASED ROLL-OUT HIGH RETURN-ON-EFFORT (ROE) LEADS REFERRAL WORD OF MOUTH High Volume Low Value / Lead Low Cost Long Ramp SOCIAL PROGRAMS Long Ramp Low Return Not Proven Brand Awareness Low Volume High Value / Lead Hard to scale

26 Page 26 Sample Marketing Program Funnel QUALIFIED LEADS MORE BOOKINGS DRIP CAMPAIGNS FORM REGISTRATION WEBSITE VISITORS INCREASED PIPELINE QUALIFIED OPPORTUNITIES

27 Page 27 Sample Targeted Marketing Funnel TARGETED CAMPAIGNS LIST OF QUALIFIED CONTACTS (NICHE) MORE PREDICTABLE BOOKINGS S + PHONE CALLS IDEAL CLIENT PROFILES CONSISTENTLY INCREASED PIPELINE QUALIFIED OPPORTUNITIES

28 Page Engage ALL LEADS ARE NOT Outbound Cold or Chilled Targeted Whales Scalable Predictable Inbound Warm Wide-Net Minnows Whales Long Ramp Mixed Bag EQUAL THE ROAD TO RICHES REQUIRES SOME MIX OF THESE 3 LEAD TYPES Referral Hot Targeted Like-Minded Long Ramp Low Volume

29 Page 29 Align Content to Buyer Thought Levels 100 Audience Formula For every 100 buyers Oblivious (Unaware) 30 Apathetic (Aware) 30 Know they don t want it Pondering (Interested) In Pain (Evaluating) 3 Plan Your Content Wisely Source: The Ultimate Sales Machine

30 Page 30 Touc h Oblivious / Unaware Apathetic / Aware Pondering / Interested In Pain / Evaluating 3+ times weekly (consider weekend) 3-4 times monthly 2-3 times monthly At least 1 time monthly Brand association Start the Conversation FAQs & SAQs All of Aware plus Endorsements & Testimonials Case Studies Endorsements & Testimonials Case Studies Content Length Emotional Triggers, Gap/Contrast, Hot Buttons, Reaction-based < 20 seconds < 5 minutes < 20 minutes < 60 minutes Buyer Behavior Themes Unaware Aware Interested Evaluating Stage Top-Of-Funnel Map Map Content for High Engagement Cold Working Qualifying Copyright Compel with ContentTM Marylou Tyler LLC All rights reserved.

31 Page 31 Start Weeks 1-4 (22 to 32 business days depending on Cadence) Wake Up The Chill 8 Touch WUtCH Campaign [EM1] Out-of-box CTA: Referral [EM2] RE: intra-thread + disrupt Status Quo (Challenge) CTA: Referral [EM3] Common Objection CTA: Click-Through [EM4] Customer Story CTA: Are-we-a-fit [AWAF] call [EM5] Case Study CTA: Click-Through Cadence: 22 to 32 Business Days [EM6] Testimonial CTA: Referral [EM7] Endorsement with Benefit Focus CTA: Discovery call [EM8] Hail Mary CTA: Reply Recycle Non-Responders *22 Day Cadence Shown

32 Page 32 Case Study WUtCH 18% New Business Growth CAMPAIGN ROI: 3 months + PHONE LIMITED INVENTORY (4-6 Weeks)

33 Page 33 Limited Inventory FOLLOW-UP Incubate leads, nurture, improves results up to 70% TRACKING Results calibrated, improved, optimized TOUCH SEQUENCE 8 Touch ; 3 Touch Phone Key Lessons: RESEARCH & NICHE 18% New Business Growth in 3 months Review existing database of buyers IDEAL PROSPECT PROFILE Targeted Zip Codes; Price-point CAMPAIGNS Messaging designed to build rapport and trust Follow-Up Hold Compelling Conversations Find Most-Wanted Result Create Strong Reason for Action

34 Page 34 Conversion Rates Engage Sample Results WUtCH # BUYER #1 BUYER # % 11.92% % 7.66% % 4.08% % 2.98% % 2.77% % 2.44% % 2.91% % 2.58% AGGREGATE RESPONSE RATE (OVER 8 WUtCH) BUYER # % RESPONDERS BUYER # % RESPONDERS Cadence: 22 Business Days WUtCH AUTOMATED CAMPAIGN

35 Page Build Your Process BUILD A CONSISTE NT PROCESS Know Who You Are Know Who You Serve Know How You Deliver Run Campaigns to Targeted Buyers Connect Buyer Needs to Your Solutions

36 Page 36 Building Your Process LEVERAGE ASSETS PEOPLE PROCESS TECHNOLOGY

37 Page 37 Predictable ProspectingTM Sales Process 3 key principles in implementing a successful sales process include: a) No cold calling use and telephone to have meaningful conversations with prospects. b) Focus on results, not activities track metrics such as # of meaningful conversations, # s sent, best time of day to call or , etc. c) Everything is systematically process-driven including management practices, hiring, training, and of course, the actual prospecting process. Emphasis is on repeatability, consistency, sustainability and scalability. Find Your Ideal Prospect Create Targeted Lists Run Sequenced Campaigns Have Smart, Compelling Conversations Record & Follow-up Spend time getting clear on who your ideal customers are Use demographic, historical and psychographic data to help you get clear High Revenue Potential High Likelihood to Close. Align lists to your ideal customer profile In-house? Buy? Build from scratch? Industry? Trade journals? Events? Resist temptation to use non-icp list. Purchased, Organic, Industry, Researched Use + phone Send in smaller batches Personalize Follow-up Add Value Use touch sequence Generate Interest, referrals, next steps, follow-up Work responses, click-throughs and opens Have a simple and clear process to either pass or work opportunities Paint a visión that demonstrates you can solve problems your audience has Be consistent in follow-up Continue to add value Don t drop the baton Nurture with relevant content for deals that fall through Build trust, credibility and rapport. Connect need & wants to what you offer. Work Opportunity, Record Actionable Metrics

38 Leads Page 38 Case Study SALES PROCESS CHALLENGE NOT MEETING SALES QUOTA SALES FORECAST PAYROLL Leaks L A G $ Leaks

39 Page 39 Case Study: Limited Inventory RESULTS vs. ACTIVITIES # of opportunities is more meaningful than focusing on # of dials. SKETCH YOUR WORKFLOW What is leadgen process? Can you sketch out simply? 3-7 high level steps for workflow is a good start. BE PATIENT 160% Increase in Close Rates 6 Months EXPERIMENT & TEST With everything. Constantly. Each . Each telephone script. KEEP TUNING TARGETS KEEP GOOD RECORDS Focus on highest probability of closing with highest likelihood of winning. Track results. Look for bottlenecks, Keep a log of buyer/seller language, conversations. Key Lessons: A predictable sales process can take between months. Follow-Up Know Values of Your Leads Craft Strong Conversations Habit Trumps Inspiration Continuously Improve Your Process; Iterate; Test; Repeat

40 Page 40 What About You? Dimensionalize Engagement Target Ideal Clients 1 KNOW Who You Are Who You Serve How You Deliver 2 KNOW Lead Types Lead Values Conversation Touch Points Build An Optimized Sales Process 3 KNOW Stages Journeys Sequences Cadences Build a consistent sales process by leveraging the Internet and tools designed to generate leads

41 WHAT ARE YOU TRYING TO ACHIEVE? WHAT FRUSTRATES YOU? WHAT WILL IT TAKE TO DOUBLE YOUR BUSINESS? Page 41

42 Page 42 Steps To Build Your Sales Machine YOU CAN DO THIS PROCESS! Know Who You Are Know Who You Serve Know How You Deliver Run Campaigns to Targeted Buyers Connect Buyer Needs to Your Solutions

43 Page 43 Others Have Done This YOU CAN TOO! Create Targeted Lists Run Sequenced Campaigns Build a Sales Process 3x 18% 160% Align lists to your ideal Prospect profile In-house? Buy? Build from scratch? Industry? Trade journals? Events? Resist temptation to use non-targeted list. 3 Years Use + phone Send in smaller batches Personalize Follow-up Add Value Use touch sequence 3 Months Work responses, click-throughs and opens Know the value of your leads Work high value prospects Measure meaningful conversations Iterate & Continuously Improve 6 Months

44 Habit Trumps Inspiration First forget inspiration. Habit is more dependable. Habit will sustain you whether you're inspired or not. Habit is persistence in practice. ~Octavia E. Butler

45 Success Success isn't always about greatness. It's about consistency. Consistent hard work leads to success. Greatness will come. ~Dwayne The Rock Johnson

46 Marylou s Contact Details 1 I m available on all these social channels 5 LinkedIn 2 Linkedin.com/in/maryloutyler Twitter 3 Maryloutyler.com/askmarylou For questions or clarifications on this presentation (or questions while (reading the book Telephone Website Maryloutyler.com/predictableprospecting Maryloutyler.com/askmarylou (VM)