Introducing ADSPORT Sales Leads on Realistic Budgets
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Transcript of Introducing ADSPORT Sales Leads on Realistic Budgets
Does your Marketing Plan Really Deliver Sales?
Creating Value for Buyers
Introducing ADSPORTGuaranteed Sales Leads on Realistic Budgets
Why are Companies Successful?
They Provide an excellent product or service.
They Successfully Sell and Support what they produce.
5 Key factors Influencing Success
Lead Generation (Marketing)
Converting Leads to Sales
Lifetime Customer Value (annualised)
Operating Costs (Margin)
Reinvesting Profit to foster innovation
Lead Generation (Marketing)
Commonly known as Marketing
A lead is defined as follows;
A person or company that has expressed an interest in you or your product
Converting Leads to Sales
What problem or desire does Your product address?
What does solving that problem enable them to do?
Can the buyer assign a value to that new capability?
When do they want to have this new capability?
What is the cost of doing nothing?
Increasing Lifetime Value
Excellent Service & Support
Customer Relationship ManagementMake it easy for customers to buy and get support, wherever and whenever they want it.
Leads to Customer Loyalty
Brand Recognition & Value
Increasing margin (optimize costs)
Margin = Selling Price – Cost
2 ways to increase MarginIncrease Selling PriceReduce Cost of Production and Sales
Costs consist of two variablesFixed – constant regardless of production volumeVariable - relating to volume and sales
Protect Profit and Increase Wealth
FinancialMaintain cash flow at optimum cost Reinvest Profits – Strategic Planning
R&D – Innovation and diversificationIncrease production and sales capacity
LegalProtect Intellectual PropertyMitigate against contrary Conditions
HRPeople are your most vital asset
Focusing on the 1st - Marketing
Marketing - Providing a constant flow of quality leads.
Sales – Converting the leads into customers, in the shortest time, with a maximum lifetime value.
Before you spend a cent!
Do you know your Target Market?Do you know why they will Buy Your Product?Do you know how they put a value on it?
If Not, Don’t spend any money on Marketing – it won’t give you any return!
250+ Techniques fall into 7 Tactics
Lead Generation'sSecret Seven(ADSPORT)
Advertising
Direct Mail
Speaking
Publishing
Online
Referral
Telephone
The spokes in a wheelSupport the wheel
Keep it RoundAnd Turning Smoothly
To Keep YourLead Generation
Running SmoothlyAnd
Delivering Results
You need1 Technique
From each of the 7Tactics running
All the time
Tactic 1 - AdvertisingClassic Advertising
Print, TV, and Radio
New WaveGoogle, Viral, Banner
InnovativeLuas Tickets, Space Shuttle, Taxi
PromotionalPOS, Product hand-outs, competitions
All Advertising MUST have a “Call-to-Action”
Tactic 2 – Direct Marketing
Printed and PersonalisedLetter, Flyers, postcards, newsletters
Electronic and PersonalisedeZines, Fax, Text, Newsreader
InnovativeCreative way of delivering targeted message to decision maker
Tactic 3 – Speaking
Company Run SeminarsAudio Tapes/CDsTrainingMedia Interviews (TV, radio)Guest Speaker
Excellent 1 to Many medium
Tactic 4 – Publishing
Media Interviews in PrintWeb Articles, BlogsPress ReleasesWhite PaperseBooksBooks “let me introduce you to the guy who
wrote the book”!
Tactic 5 – Online
Web PresenceMarketing and Sales ToolWhat should it achieve?
Sign up for newsletterAvail of ConsultationBuy ProductInform your prospects
Can it be seenSEO, Page ranking, Blogs, etc
Tactic 6 – Referrals
The Ultimate Lead Generation Tool
Commonly known as “Word of Mouth”
Have a StrategyAlways askMake it easyReward Referrers
Tactic 7 – Telephone
OutboundCold calling (never)Telemarketing agency
InboundScriptsInteractive Call to ActionDon’t Sell – set appointment
Focusing on the 2nd - Selling
Marketing - Providing a constant flow of quality leads.
Sales – Converting the leads into customers, in the shortest time, with a maximum lifetime value.
Converting Leads to Sales
Identifying – 10%
Valuing – 25%Qualifying – 50%Negotiating – 75%
Implementing / Supporting
Lead Generation
A good sales process ensures best sales practices get repeated
Converting Leads to Sales
What problem or desire does the product address?
What does addressing that issue enable the purchaser to do?
Can the buyer assign a value to that new capability?
When ideally do they need this by?
What is the cost of doing nothing?
Definition of the 3Rs
Solution Payback is expressed in terms of at least one of the following:
Revenue GrowthReduction in costsRegulatory Requirements
Sales Cycle 1 – Identifying – 10%
Solution payback mapped to 3Rs
Champion Identified
Timeline to Purchase agreed
Sales Cycle 2 – Valuing – 25%
Champion Visualizes 3R payback
Agreement to meet Decision Maker/s
3R Stakeholders Identified
Sales Cycle 3 – Qualifying – 50%
Decision maker confirms 3R payback
Evaluation criteria and plan agreed
Method of Finance agreed
Sales Cycle 4 – Negotiating – 75%
Evaluation criteria met or exceeded
Verbal agreement from DM
Contracts with Legal and Purchasing
Closed - 100%
You have the signed order and PO Number.
Customer is really looking forward to delivery.
You deliver and give great service.
Customer is now a prospect again!
3R Sales Process in Operation
Manual Pipeline analysis Enter appropriate number (1,2,3,4) when action done for each customer© 3R Consulting Ltd 1 1 1 2 2 2 3 3 3 4 4 4 5
Customer Next Action Revenue %age Yield Close Pros
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Sample 1 buying xyz product €100,000 50% €50,000 30/06/2004 yes 1 1 1 2 2 2 3 3 3 4Sample 2 blah €20,000 25% €5,000 30/06/2004 yes 1 1 1 2 2 2 3 3Sample 3 blah €12,000 10% €1,200 30/06/2004 yes 1 1 1 2 2Sample 4 blah €25,000 75% €18,750 30/06/2004 yes 1 1 1 2 2 2 3 3 3 4 4 4Sample 5 blah €120,000 0% €0 30/06/2004 yes 1 1Sample 6 blah €12,000 10% €1,200 30/06/2004 yes 1 1 1 2Sample 7 blah €111,000 50% €55,500 30/06/2004 yes 1 1 1 2 2 2 3 3 3 4 4
0% €00% €00% €00% €00% €00% €00% €00% €00% €00% €00% €00% €00% €00% €00% €0
Totals €400,000 €131,650
3R Definition:Solution Payback Could be expressed in terms of:
Revenue GrowthReduction in costsRegulatory Requirements
A good SalesProcess meansYou can Track and Manage
all OpportunitiesIn a consistent
Fashion.
It Ensures that you
“Repeat Success”And
“Avoid Failure”
Can we help?Do People really understand what you provide – We can help by;
Assessing your current marketing plans and past campaignsCreating Marketing Messages for you, that ensure prospects understand the value of what you do.
Are you getting enough Quality Sales Leads – we can help by;Working with you set up and deliver the ADSPORT Lead Generation Program.Testing, adjusting and measuring all tactics, to maximise return on your spend.
Do you want to close more Sales faster without discounts – we can help by;
Assessing, training your Sales TeamsManaging your Sales TeamsPutting in place appropriate sales processes
Thank you for Participating
Your Business Growth Specialists Increasing Your Sales Delivering More leads Coaching Leaders for Success Motivating teams and groups
www.3r.ie