Automating Your Sales and Marketing Effort

Customer Relationship Marketing

Customer Life Cycle

Identify customers individually

Create customer segments based on needs & values

Conduct relationships based on what you’ve learned about their needs and their value.

Customer Focus; Market Segmentation

Customer Acquisition Cost Based on SEO Model

Customer Acquisition Cost & ROI

Extending Customer LifespanImproving Customer ROI

Offline strategies Online strategies

Printed marketing materialSamplesFree consultationPRStrategic partnershipsExpo opportunitiesPublic speakingVolunteer

SEOMobile MarketingSocial Media MarketingBloggingEmail campaignsSlideshareVolunteer

Online and Offline Strategies

Networking, Sales Presentations, Social Media, Website, SEO, Content Marketing, Direct Mail, Email Campaigns, Cold Calls, Print Advertising, Local Broadcast

Product Demos, Sampling orService Demos, Videos, Blogs, Case Studies, Comparison Charts, Infographics

Yelp!, Website testimonials, Social Media Advocacy, Trial Offers (Discounts, BOGOs, Free Service), Customer Referrals

Quality of Product or Service, Customer Service, Convenience, Ability to Evolve, Long-Term Communications, Loyalty Programs, etc.

Sales FunnelStages in Customer

(Problem Solving) Journey Appropriate

MediaResult

Engaging with Current Customers

1. Customer Satisfaction2. Cross-Sell Opportunities3. Up-Sell Opportunities4. Inter-relationships between data fields

Sweaters Jackets Pants Shirts TotalsZip Code

92807 0.15 0.25 0.02 0.32 10092831 0.17 0.33 0.03 0.21 13592802 0.33 0.16 0.48 0.28 19592680 0.07 0.05 0.22 0.08 37292667 0.025 0.14 0.17 0.11 87

Totals 515 79 68 245

The Sandler Submarine

Bonding and Rapport

An opportunity to develop a personal connection with the prospecta foundation built on trust, openness, and clarity.

Automating Your Sales and Marketing Effort

Up-front ContractPossibly the most important element of the Sandler Submarine is the Up-Front Contract. Set the stage for the meeting, lay down some ground rules, and make sure you’re both on the same page.

1. PURPOSE: Of the meeting, contact or future action.

2. TIME: Confirm how much time you have. (Hopefully, this was set prior to the meeting, and you’re just reiterating.)

3. PROSPECT’S AGENDA: For the meeting and his or her expectations of the sales professional before and during the meeting.

4. SALE PROFESSIONAL’S AGENDA: For the meeting, and his or her expectations of the prospect before and during the meeting

5. OUTCOME: Discuss next steps o Yes o No o A clear next step.

There is NO “Let me think about it.”

Reasons to Use an UFC1. 2-way permission to ask questions."Pat, can we agree to some ground rules for our meeting? I'm going to need to ask some questions about your business, and I want you to be able to ask me anything you'd like about my what I offer. Is that okay?“

2. 2-way opportunity to declare ‘no fit’. "As we ask and answer each other's questions, we may decide there isn't a fit between what you need and what I offer. If we reach that point, can you just tell me no?”

3. Allows the buyer to declare a ‘fit’. "On the other hand, if you see that my service makes sense to you, we can decide that at that time. Is that okay?

4. Provides an agreed on end-point to the meeting."If we decide to move forward, before we finish today, can we discuss what the next steps might be? Does that make sense?“

5. Up-front contracts allow for enough time."How much time have you set aside for this meeting? Your time and mine are valuable, and I want to make sure we make the best use of it."

6. They make sure there are no interruptions."Pat, will we be able to meet today uninterrupted?"

7. They establish an agenda for the meeting."Pat, what are some of the things you would like to accomplish today?" Can you share those with me?"

8. Provides you the opportunity to manage your biggest concerns up front.Maybe you fear hearing "think-it-over's" when you know 90% of the time it's a no.

10. They help you control the proposal process.Here are four up-front contracts to see when you do a proposal:• The Rough Draft. Rough draft now with a commitment to sit down with the buyer to make revisions before submitting the final proposal.

• The Last Look. If you're in a competitive situation, you want to be the last person in front of the buyer. Try to get a "last look" promise.

• The Confidentiality Commitment. Submit proposals with a stated agreement ( up-front contract), from the buyer that none of the information in your proposal will be revealed to any of your competitors.

• The Price Promise. "Pat, we're never the low bidder. I'm assuming you're looking for the highest value and not the lowest price. Am I right on that, or will you be forced to choose the least expensive supplier regardless of quality?"

Pain

Develops:• A personal connection with the prospect• A foundation built on trust, openness, and clarity.

Three levels of pain:1. Surface problems2. Underlying reasons for these problems3. Personal impact on the prospect

This is the leverage you need to move the prospect to let you fix it.

BudgetDevelop soon after personal impact is uncovered.

“Assuming we could address [prospect’s personal impact pain], have you set aside a budget to take care of that?”

“I don’t really know. That’s why you’re here.”

Use Bracketing.“Well, what we see in situations like yours is one of two scenarios: On the low end, it’s going to be somewhere between $3,000 to $5,000; or if we have to dig a little deeper, it may be around $7,000 to $10,000. Where do you think your budget would fit?”

Budget"Thanks for the information. Let me think about it and get back to you."• Often when I hear “I’ll get back to you" the customer hasn't shared

everything with me and I haven’t answered their objections or identified their true problems. Would you be willing to talk about that for a moment?

• Let me ask you a tough question, and promise you won't get mad. Usually when people say they are going to get back to me, what that means is they are not really interested. Is that a fair statement?

• When people say they'll get back to me, it usually means one of two things. They are out of time or they're not really interested. Share with me what you are really thinking.

• I get a sense this isn't that important to you.

"That's more than I had planned to spend. What can you do to get the price down?"• Off the record, John, what price were you hoping to spend?• If we waved a magic wand, what do we need to bring this in under?• Let's talk about that. Are there any other products or services we

can add to qualify for a discount?• That makes sense. Let's talk about what we can eliminate to get it

closer to your number.

"I have three prices and I'm leaning toward you, but you got to work on your price for me."• That makes sense. We can get it down, but why were you leaning

toward me?• If we can't get it down, is it over?• Who is the competition?

"I have three prices and I'm leaning toward you, but you got to work on your price for me."• That makes sense. We can get it down, but why were you leaning

toward me?• If we can't get it down, is it over?• Who is the competition?

"At that price, what guarantees can you provide that your product or service will do what you say?"• Good question. What guarantees do you need?• That makes sense. If everything exceeded your expectation, what

guarantees would you want?

Decision

In the Decision step:Who’s involved? What’s the timing? What are the steps in the prospect’s buying process? When do they anticipate making the decision?

Fulfillment Review the pain points you uncovered Review the budget range you discussed Review the decision-making process that was explained Remind the prospect of the Up-Front Contract you both agreed on earlier

Then recap: “So, Pat, let’s pretend we can address [personal impact pain points] and stay within [budget

range], what would happen next?”

Reiterate the Up-Front Contract again, if necessary, to ensure he understands “Let me think about it” isn’t an option, and a “No” is okay.

If he cannot come to a decision then you close with, “Pat, typically when I hear ‘let me think about it,’ that’s really just a nice way to say ‘No for now’

and that’s okay. It sounds like that’s what I’m hearing now; is that how you’re feeling, too?”

If “Yes” then Schedule next meeting where you’ll “fulfill” or present your solution(s) that addresses each specific pain point and works within the agreed-upon budget.

Post SellAddress “buyer’s remorse”

Ask for a referral