Sales Lead Conversion WorkshopMichael Halper

Founder and CEO SalesScripter

• 20 years frontline sales, marketing, and customer service experience

• Founder and CEO of Launch Pad Solutions and SalesScripter

• Author of The Cold Calling Equation – PROBLEM SOLVED

• President of the American Association of Inside Sales Professionals Houston Chapter

• ICF Certified Professional Coach

• MBA University of Houston, Masters of Science University of Texas at Dallas

Agenda

• Generating the lead

• Following up on leads

• Staying in touch

• Closing the Deal

Generating the Lead

Inbound Marketing• Organic SEO• PPC

Process1. Drive traffic to website or landing page2. Have a compelling call to action3. Have an opt-in web form4. Opt-in form connected to your CRM

Generating the Lead

Outbound Marketing• Email marketing• Telesales

Process1. Go to LeadFerret.com and build target list2. Send email campaign through SalesNexus.com3. Track clicks (clicks = leads)4. Targeted phone calls to the clicks

Webinarhttp://www.salesnexus.com/blog/3-ingredients-of-sales-growth

Key Principles

Timely Follow-up • The more time that elapses, the odds of

conversion decrease dramatically

– Inbound leads: Follow-up needs to happen in minutes. Greater than 30 minutes can lead to a 50% decrease in conversion rate.

– Outbound leads: Follow-up needs to be within one to two days.

Key Principles

Map out your sales process stages• Ultimate goal: close the sale

• Immediate goal: get commitment to advance to next stage in sales process

• Always stay focused on the immediate goal

Initial Contact(First time to speak)

Cold CallInbound CallEmailEvent

2 to 5 minutes80% on prospect20% on you

First Call(Appointment/Meeting)

Phone CallFace-to-FaceDiscovery

20 to 30 minutes50% on prospect50% on you

First Meeting(Presentation)

DiscoveryPresentationDemonstration

1 to 2 hours20% on prospect80% on you

Key Principles

Staying in Touch• Not a “No” but “No, not right now”

• Need a way to be there or in mind when the “No” becomes a “Yes”

• Two ways to stay in touch– Drip campaigns– Periodic check-in calls

Drip CampaignsAudience Segmentation

Segment DescriptionNew Prospects Targeted prospects that are being pursued but have not

actively engaged, don’t know who you are(suspects)Hot Prospects Actively engaged with discussions and meetings

Warm Prospects Know who you are, want more information, on the fence, won’t commit to forward movement

Cold Prospects Not going to purchase in near future

Closed Prospects Have communicated a firm no and zero interest - no potential to ever buy

Current Clients Currently purchasing products and services

Past Clients Have purchased products or services in the past

Referral Partners Partners that refer business

Drip CampaignsTier 1 – Lead Generation

Details DescriptionAudience Segment New Prospects

Goal To generate leads

Content Focus Prospect focused

Number of Emails 3 to 6

Frequency Daily, Bi-daily, or weekly

Type of content Value you offer, pain you resolve, qualifying questions

Drip CampaignsTier 2 – Building Interest

Details DescriptionAudience Segment Warm Prospects

Goal To educate, to build interest, and stay in touch

Content Focus The company/product

Content Subjects FAQ topics, objection responses, credibility, differentiation, threats of doing nothing, company facts

Number of emails 5 to 10

Frequency Daily, Bi-daily, or weekly

Drip CampaignsTier 3 – Cross-selling for product #2

Details DescriptionAudience Segment Current Clients

Goal To cross-sell new products to existing and old clients

Content Focus New products that the client is not currently purchasing

Content Subjects FAQ topics, objection responses, credibility, differentiation, threats of doing nothing, company facts

Number of emails 1 to 3

Frequency Daily, Bi-daily, or weekly

Drip CampaignsTier 4 – Newsletter, keeping in touch

Details Description

Audience Segment New Prospects, Hot Prospects, Warm Prospects, Cold Prospects, Current Clients, Past Clients, Referral Partners (all except closed)

Goal To stay in touch and fresh in the recipient’s mind

Content Focus Informational

Content Subjects Industry news, best practices/tips, company news, articles, blog posts, whitepapers, ebooks, etc.

Number of emails 6 to 12

Frequency Monthly, bi-monthly, quarterly

Drip CampaignsTier 5 – We want you back

Details Description

Audience Segment Past clients

Goal To get client to come back, to educate, to build interest

Content Focus The company/product

Content Subjects FAQ topics, objection responses, credibility, differentiation, threats of doing nothing, company facts

Number of emails 5 to 10

Frequency Daily, Bi-daily, or weekly

Identifying Who to Call

• Inbound leads• Email clicks

Making the Call

What to say?• “We sent you an email, wanted to see:

– if you found the information helpful” – If you wanted more information on

that topic”– If you had any questions on what

you read”

• “I saw that you took a look at [insert subject or title of content]

• Ask pre-qualifying questions– SalesScripter demo

Post-Call Activities

• Log call

• Follow-up activity

• Send email

• Add to new campaign

Dealing with Voicemail• You can spend more than 50% of

your time reaching voicemail

• Have a plan

• Don’t expect a call back

• Use your message as commercial to educate

• Follow every voicemail with an email

• Create a multi-touch effect

Dealing with Objections

• A prospect’s best weapon– Mini stop signs– Used to take control of the call and take it in a

direction of their choosing

• Common Objections:– I am busy right now.– Who are you with?– What is this in regards to?– I am not interested.– Just send me some information.– We already use somebody.– We are not looking to make a change right now.– We do not have budget/money to spend.

Closing the Deal• Natural closer?

• It is all about the questions– Trial closing questions– Direct closing questions– Qualifying questions

• Indirect Closing Tactics– Communicate value– Building interest– Building rapport– Building credibility– Finding pain– Qualifying

Visibility Across the Process

• Dashboard• Reports• SN Demo

Need Help?• Helps businesses with prospecting

• Sales coaching, training, and consulting

• Team of telesales resources– Lead generation– Appointment setting– Lead follow-up– Survey/information gathering– Event promotion

• Able to work directly in your CRM database

• Pricing– 25 Hours - $750– 50 Hours - $1,500– 100 Hours - $3, 000

Need Help?Sales Ready Lead Starter Kit

$1299

One year complete subscription to SalesNexus

30 to 45 min. Email Campaign Consultation

Polished 3 email campaign

6000 LeadFerret contacts (500 per month)

30 day SalesScripter.com subscription

60 to 200 qualified leads

Need Help?Sales Ready Lead Starter Kit Premium

$2,049

One year complete subscription to SalesNexus

30 to 45 min. Email Campaign Consultation

Polished 3 email campaign

6000 LeadFerret contacts (500 per month)

30 day SalesScripter.com subscription

60 to 200 qualified leads

Telesales Lead Follow-up (25 hours)

Need Help?• SalesNexus Free Trial

– http://try.salesnexus.com/free-trial/

• SalesNexus videos– http://www.salesnexus.com/training.html

• SalesNexus weekly training– http://www.salesnexus.com/training.html

• SalesScripter Free Trial– http://salesscripter.com/cold-call-calling-script/

• SalesScripter videos– http://salesscripter.com/category/training-videos/

• SalesScripter weekly training– http://salesscripter.com/weekly-overview-webina

r/

• The Cold Calling Equation – Problem Solved

– http://www.amazon.com/The-Cold-Calling-Equation-Problem/dp/1468173545/ref=sr_1_1?ie=UTF8&qid=1338310605&sr=8-1

• Lead Follow-up Service – Launch Pad Solutions

– www.lp-sol.com – Contact: info@lp-sol.com