From the book by Brian Carroll
position the lead generation effort as conversation to, identify, initiate, nurture
has been a resource
has developed an ongoing relationship with them
understand customer's business
and feel their needs
while being sensitive to the pressure that they may or may not be under
become trusted advisors, and trusted advisors get the sale
sustaining the relevancy of an ingoing dialogue
When customers have a problem, you want them to come to YOU first for a soultion, people turn to their trusted advisor
How you sell me
How you will serve me
are useless unless everyone is involved
will not empower a successful complex sale
or a sales lead strategy
lead generation suffers
lack of closed loop feedback process
repetition of poor results
each department has a better sense of what the other needs
proper direction and management from C level executives
A CEO who believes in, complex sales, lead generation, ...and all the complexities that go with it
prescreen potential opportunities
helps to identify, decision makers, key influencers, the basis of a sales ready lead
provides a framework with which to pursue a potential customer
...and when to pass, should it become clear that the opportunity isn't as good as first inferred
create the ideal customer profile, the main focus and template by which all prospects will be measured, energy, time, budget, surveying
Target, Best potential, companies, contacts
Compare the results with your best and worst customers, Commonality?, Rank by, most profitable, best revenue, easiest to do business with, Add, current revenue, profitability data, Those at the top will help you create your Ideal Customer Profile
Standard Industrial Code (SIC) and North American Industry Classification (NAICS)
Number of employees
Level of contact and functional area
Local, regional or national scope
Prioritizes and defines the degree of sales readiness, Responsibilities, Accountabilities
largely because leads aren't, qualified, appropriate buyers haven't been, identified, targeted
consider an ideal sales opportunity, What makes a good lead?, What initiative or need makes this a good fit?, what info is needed to determine if a follow through is needed?, Who are the decision makers and influencers, What does the company value?, What is it's culture?, Are there common business issues?
Rating and Scoring of all inquiries
Lead qualification process ensures, Sales receives only truly sales ready leads
leads by establishing a timeframe from, Evaluate, to, Implement
How is interest created and driven?, drives the solution and narrows down which event occurred that drove the enquiry
Who is involved as the buying process evolves?
Who or what drives the initiative?
What is the best entry point?
Marketing and Sales functions
The success of the marketing funnel directly impacts, the sales funnel
Standard, universal lead scoring definitions
establishes a clear process for handling and distributing inquires and leads
identifying the best opportunities, based on a consistent sales strategy
closed loop feedback
Sales lead acceptance
degree of follow up by the sales team
revenue contribution to ultimately drive better return on marketing investment
Mechanisms and incentives for sales team feedback
lead generation is viewed as a series of campaigns, lack of substantive integration, indiscriminately seeking more leads, regardless of quality, Without managing existing leads
Lack of, Multimodal tactics, Sales closed leep feedback incentives, A effectively or well maintained database, Conformance with lead generation program
Process mapping, create common vision and shared language
FYI, Review requires special attention
Appointment, Lead qualified by marketing and sent to sales to be qualified
Qualifying, Sales person is determining if lead is actually a viable prospect
Prospect, Sales person actively pursuing
Profiled, Completed written proposal profile and opportunity assessment
Preproposal, Confirming initial plan prior to formal proposal
Proposed, Final proposal delivered
Committed, Agreement delivered and verbal yes to proposal
Active Contract, Agreement approved and signed
Nurturing, Was prospect and dropped out of the sales pipeline
Follow-up, Sent back to marketing for requalification, rescheduling, or lead nurturing
Rejected, This clearly wasn't a lead - returned to marketing
Not a fit, Lead advanced beyond step 3 in sales process - sales person decided not a fit
the database is a central location for all prospect information, collection, consoludation, uniform format
Ideal Customer Profile
Universal Lead definition
industry identification and description
raises response rate potential
enhances audience awareness as well
"all of them"
What tactics are you using to good advantage?
What tactics are your competitors using?
when the two converge = optimal ROI
starts the qualified leads on a trajectory to capture sales
consistent and meaningful dialogue, regardless of timing to buy
a series of steps and communication
is a relationship development process
building solid relationships
creates interes in products and/or services
ultimately brings in, better qualified leads, higher close ratios, strong sales pipelines, shorter sales cycles
Awareness, to, interest, to, trial, to, action
Whom do I want to nurture?
What problems does the prospect face?
What is the prospect’s top priority?
What does the prospect worry about?
What is my messaging?
What is the best way to deliver my messaging?
What action should the prospect take?
Should my product or service be demonstrated?
What are the incentives or inducements?
How often should I stay in contact?
Which tools require direct sales involvement?
ability to provide, valuable education and information to prospects
Educating prospects about how your business can fulfill their needs, you earn the position of expert and trusted advisor
“You and I have been talking for quite awhile. You understand me, my company and my industry. You have given me useful and pertinent ideas on this issue. You have helped me sell the idea to my colleagues and they understand and accept it. I realize this is going to be a challenging project, but I think you can do it. Let’s get it going.”