Structuring Your Sales Process For Maximal...

maryloutyler.com

Structuring Your Sales ProcessFor Maximal Impact

Triple Your Sales Opportunities with a Proven Process Designed to Increase

Revenue

maryloutyler.com

3QUESTIONS

ABOUT YOUR BUSINESS RIGHT NOW?

What frustrates you the most about your sales or business process for sales right now?

What are you trying to achieve in the next 6 months or year?

What do you think it will take to double your business in the next 6 months or year?

1

2

3

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WHATFRUSTRATESYOU THE MOST

ABOUT YOUR SALES | BUSINESS PROCESS RIGHT NOW?

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SURVEY

SAYS…

472 responsesLACK OF…

SALES | LEADS | BUS. PROCESS

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ACHIEVE

WHAT ARE YOU TRYING TO

IN 6 MONTHS?

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SURVEY

SAYS…

422 responsesINCREASE REVENUE & SALES

NEW BUSINESS GROWTH

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THINKWHAT DO YOU

IT WILL TAKE TO

DOUBLE YOUR BUSINESS?

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SURVEYSAYS…421 responses

NEW BUSINESS | MORE PROFITABLE SALES | MORE PROSPECTS & LEADS

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IF YOURSALES

ARE ERRATIC OR SLUMPED IT MAY NOT BE YOUR LACK

OF OPPORTUNITIES…

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IT MAY BE YOU DON’T HAVE A STRUCTURED, PREDICTABLE SALES PROCESS…

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Sales Pipeline FrustrationsP

ipe

line

De

ficie

ncy

▪ Poor Lead Generation

▪ Inconsistent growth

▪ Inaccurate forecasting

▪ Limited visibility

▪ Ineffective time management

Poor Return-On-Effort (ROE)

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Who Am I To Inspire Change?A

uth

or

| Sal

es

Str

ate

gy

Exp

ert

2011

2016

83,000 readers

maryloutyler.com

Who Am I To Transform Your Results?

Le

ad G

en

era

tion

Sys

tem

s

▪ 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

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Triple Your Growth…P

red

icta

ble

Re

sult

s

ENGAGE IN MEANINGFUL

CONVERSATION

$

OPTIMIZE A SALES PROCESS

TARGET IDEAL

CLIENTS

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3STEPS

AND BUILD A LEAD GENERATION MACHINE

Structure Your Sales Process

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LeadGen 2.0 For PM Growth

Target IdealClients

1KNOW…▪ Who You Are▪ Who You Serve▪ How You Deliver

Build a consistent sales process by leveraging the

Internet and tools designed to generate leads

2Dimensionalize

Engagement

KNOW…▪ Lead Types▪ Lead Values▪ Conversation

Touch Points

Build An Optimized Sales Process

KNOW…▪ Stages▪ Journeys▪ Sequences▪ Cadences

3

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YOU?

WHOARE

W

T

S

O

1. TargetWhat strengths do you possess and how are they different from others?

Any potential weaknesses in going this direction?

What opportunities exist in your market?

Are there any external threats you can identify (regulatory, competition, etc)?

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YOU?

WHOARE

SWOT – Sample Questions

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?

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MINDSET

CHANGEYOUR

Targeting Your Amazing ResultsWhat 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?

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SERVE?

WHODO YOU

TargetingGet 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?

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SERVE?

WHODO YOU

Ideal Prospect – Sample Questions

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?

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DELIVER?

HOWDO YOU

Targeting

Which Source For Triple Growth?

REFERRAL

$

OUTBOUNDINBOUND

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Case Study

NICHE

SEGMENTING &

FIND THE RIGHT TARGETS – AVOID THE WRONG ONES

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SERVE

NARROW WHO YOU

Niche Targeting

More Profits More Referrals Lower Costs

Strategic Partnering

Authority Status

1 2 3

4 5

RESULT: NARROW FOCUS PRODUCES

TRIPLE GROWTH IN 3 YEARS

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DELIVER

NARROW HOW YOU

Niche Targeting

RESULT: PHASED ROLL-OUT HIGH RETURN-ON-EFFORT

(ROE)

LEADS

TARGETED / DIRECT PROGRAMS

• Low Volume• High Value / Lead• Scalable, predictable

REFERRAL | WORD OF MOUTH

• Low Volume• High Value / Lead• Hard to scale

WEBSITE MARKETING PROGRAMS• High Volume• Low Value / Lead• Low Cost• Long Ramp

• Long Ramp• Low Return• Not Proven• Brand Awareness

SOCIAL PROGRAMS

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WEBSITE VISITORS

FORM REGISTRATION

QUALIFIED LEADS

DRIP CAMPAIGNS

QUALIFIED OPPORTUNITIES

INCREASED PIPELINE

MORE BOOKINGS

Sample Marketing Program Funnel

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IDEAL CLIENT PROFILES

LIST OF QUALIFIED CONTACTS

(NICHE)

TARGETEDCAMPAIGNS

E-MAILS + PHONE CALLS

QUALIFIED OPPORTUNITIES

CONSISTENTLY INCREASED

PIPELINE

Sample Targeted Marketing FunnelMORE

PREDICTABLE BOOKINGS

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EQUAL

ALL LEADS ARE NOT

Inbound

Referral

Outbound2. Engage▪ Cold or Chilled▪ Targeted▪ Whales▪ Scalable▪ Predictable

▪ Warm▪ Wide-Net▪ Minnows |

Whales▪ Long Ramp▪ Mixed Bag

▪ Hot▪ Targeted▪ Like-Minded▪ Long Ramp▪ Low Volume

THE ROAD TO RICHES REQUIRES SOME MIX OF THESE 3 LEAD TYPES

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Align Content to Buyer Thought Levels10

0 A

ud

ien

ce F

orm

ula

Oblivious(Unaware)

Apathetic(Aware)

Pondering(Interested)

Plan Your Content Wisely

In Pain(Evaluating)

For every 100 buyers…

36-73030

30 Know they don’t want it

Source: The Ultimate Sales Machine

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Map Content for High EngagementT

op

-Of-

Fu

nn

el M

ap

Cold Working Qualifying

Unaware Aware Interested Evaluating

Bu

yer

Be

hav

ior

Sta

ge

Co

nte

nt

Le

ng

thT

he

me

sT

ou

ch

3+ times weekly(consider weekend)

3-4 timesmonthly

2-3 timesmonthly

At least 1 timemonthly

• Emotional Triggers, Gap/Contrast, Hot Buttons, Reaction-based

• Brand association• Start the

Conversation• FAQs & SAQs

• All of Aware plus• Endorsements &

Testimonials• Case Studies

• Endorsements & Testimonials

• Case Studies

< 20 seconds < 5 minutes < 20 minutes < 60 minutes

Oblivious / Unaware Apathetic / Aware Pondering / Interested In Pain / Evaluating

Copyright 2015 - Compel with ContentTM – Marylou Tyler LLC – All rights reserved.

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8 Touch WUtCH CampaignW

ake

Up

Th

e C

hill

[EM1] Out-of-box CTA: Referral

[EM2] RE: intra-thread + disrupt Status Quo

(Challenge) CTA: Referral

[EM3] Common Objection

CTA: Click-Through

[EM4] Customer StoryCTA: Are-we-a-fit

[AWAF] call

[EM5] Case StudyCTA: Click-Through

[EM7] Endorsement with Benefit FocusCTA: Discovery call

[EM6] TestimonialCTA: Referral

[EM8] Hail MaryCTA: Reply

We

eks

1-4

(22

to 3

2 b

usi

ne

ss d

ays

de

pe

nd

ing

on

Cad

en

ce)

Cadence: 22 to 32 Business Days

*22 Day Cadence Shown

Start

Recycle Non-Responders

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Case Study

CAMPAIGN

WUtCH

E-MAIL + PHONELIMITED INVENTORY

(4-6 Weeks)

18%New Business

Growth

ROI: 3 months

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Review existing database of buyersRESEARCH & NICHE

Targeted Zip Codes; Price-point

IDEAL PROSPECT PROFILE

Messaging designed to build rapport and trust

CAMPAIGNS

Incubate leads, nurture, improves results up to 70%

FOLLOW-UP

Results calibrated, improved, optimized

TRACKING

8 Touch E-mail; 3 Touch Phone

TOUCH SEQUENCE

18%

Limited Inventory

Key Lessons: ▪ Follow-Up ▪ Hold Compelling Conversations

▪ Find Most-Wanted Result ▪ Create Strong Reason for Action

New Business Growth in 3

months

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Engage – Sample Results WUtCHC

on

vers

ion

Rat

es

EMAIL # BUYER #1 BUYER #2

1 7.62% 11.92%

2 4.70% 7.66%

3 3.09% 4.08%

4 1.90% 2.98%

5 1.42% 2.77%

6 1.51% 2.44%

7 1.56% 2.91%

8 1.53% 2.58%

AGGREGATE RESPONSERATE (OVER 8 E-MAIL WUtCH)

BUYER #1

23.33% RESPONDERS

BUYER #2

37.37% RESPONDERS

Cadence: 22 Business Days

WUtCH AUTOMATED CAMPAIGN

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3. Build Your Process

▪ Know Who You Are

▪ Run Campaigns to Targeted Buyers

▪ Know Who You Serve

▪ Connect Buyer Needs to Your Solutions

▪ Know How You DeliverPROCESS

BUILD ACONSISTE

NT

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Building Your Process

ASSETS

LEVERAGE

TECHNOLOGY

☺

PROCESSPEOPLE

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3 key principles in implementing a successful sales process include: a) No cold calling – use e-mail and telephone to have meaningful conversations with prospects. b) Focus on results, not activities – track metrics such as # of meaningful conversations, # e-mails sent, best time of day to call or e-mail, 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

1

High Revenue Potential – High

Likelihood to Close.

▪ Spend time getting clear on who your ideal customers are

▪ Use demographic, historical and psychographic data to help you get clear

Create Targeted Lists

2

Purchased, Organic, Industry,

Researched

▪ Align lists to your ideal customer profile

▪ In-house? Buy? Build from scratch? Industry? Trade journals? Events?

▪ Resist temptation to use non-ICP list.

Run Sequenced Campaigns

3

Generate Interest, referrals,

next steps, follow-up

▪ Use e-mail + phone

▪ Send in smaller batches

▪ Personalize

▪ Follow-up

▪ Add Value

▪ Use touch sequence

Have Smart, Compelling

Conversations

4

Connect need & wants to what

you offer.

▪ Work responses, click-throughs and opens

▪ Paint a visión that demonstrates you can solve problems your audience has

▪ Build trust, credibility and rapport.

Record & Follow-up

5

Work Opportunity, Record Actionable

Metrics

▪ Have a simple and clear process to either pass or work opportunities

▪ Be consistent in follow-up

▪ Continue to add value

▪ Don’t drop the baton

▪ Nurture with relevant content for deals that fall through

Predictable ProspectingTM Sales Process

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Case Study

CHALLENGE

SALES PROCESS

Leads

LAGLeaks Leaks

$

NOT MEETING▪ SALES QUOTA▪ SALES FORECAST▪ PAYROLL

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Case Study: Limited Inventory

Key Lessons: ▪ Follow-Up ▪ Know Values of Your Leads

▪ Craft Strong Conversations

▪ Habit Trumps Inspiration – Continuously Improve Your Process; Iterate; Test; Repeat

Increase in Close

Rates – 6 Months

160%A predictable sales process can take between 4-12+ months.

BE PATIENT

With everything. Constantly. Each email. Each telephone script.

EXPERIMENT & TEST

Focus on highest probability of closing with highest likelihood of winning.

KEEP TUNING TARGETS

# of opportunities is more meaningful than focusing on # of dials.

RESULTS vs. ACTIVITIES

What is leadgen process? Can you sketch out simply? 3-7 high level steps for

workflow is a good start.

SKETCH YOUR WORKFLOW

Track results. Look for bottlenecks, Keep a log of buyer/seller language,

conversations.

KEEP GOOD RECORDS

maryloutyler.com

What About You?

Target IdealClients

1KNOW…▪ Who You Are▪ Who You Serve▪ How You Deliver

2Dimensionalize

EngagementBuild An Optimized

Sales Process

Build a consistent sales process by leveraging the

Internet and tools designed to generate leads

3KNOW…▪ Lead Types▪ Lead Values▪ Conversation

Touch Points

KNOW…▪ Stages▪ Journeys▪ Sequences▪ Cadences

maryloutyler.com

WHAT FRUSTRATES YOU?

WHAT ARE YOU TRYING TO ACHIEVE?

WHAT WILL IT TAKE TO DOUBLE YOUR BUSINESS?

maryloutyler.com

Steps To Build Your Sales Machine

▪ Know Who You Are

▪ Run Campaigns to Targeted Buyers

▪ Know Who You Serve

▪ Connect Buyer Needs to Your Solutions

▪ Know How You DeliverPROCESS!

YOU CAN DOTHIS

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Others Have Done This

TOO!

YOU CAN

Create Targeted Lists

3x

3 Years

▪ Align lists to your ideal Prospect profile

▪ In-house? Buy? Build from scratch? Industry? Trade journals? Events?

▪ Resist temptation to use non-targeted list.

Run Sequenced Campaigns

18%

3 Months

▪ Use e-mail + phone

▪ Send in smaller batches

▪ Personalize▪ Follow-up▪ Add Value▪ Use touch

sequence

Build a Sales Process

160%

6 Months

▪ Work responses, click-throughs and opens

▪ Know the value of your leads

▪ Work high value prospects

▪ Measure meaningful conversations

▪ Iterate & Continuously Improve

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~Octavia E. Butler

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.”

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~Dwayne ‘The Rock’ Johnson

Success“Success isn't always about

greatness. It's about consistency. Consistent hard work leads to

success. Greatness will come. “

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3

2

1

4

5

I’m available onall these social

channels

Maryloutyler.com/askmarylou

For questions or clarifications on thispresentation (or questions while

(reading the book

E-Mail• [email protected]

LinkedIn• Linkedin.com/in/maryloutyler

Twitter• @maryloutyler

Telephone• 714-969-6213

Website• Maryloutyler.com/predictableprospecting• Maryloutyler.com/askmarylou (VM)

Marylou’s Contact Details

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