How To Generate All The Highly Qualified Leads...

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


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!


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.


What Value do You Create for Them?

(And Distributors)


Helping Prospects Solve Problems

Finding Gaining Keeping

Untroubledand Unaware

AcknowledgePain

DefineNeed

ReceiveOffers

RationalizeOptions

Select FirstChoice Engage

Future

EstablishTrust,

Credibility

Gather Information

ElevateCommitmentWith Action

When?


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.


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


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


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.


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


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


Marketing vs Selling Chasm

Sales

Marketing


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____________


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.


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

How To Generate All The Highly Qualified Leads...

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