How to design a How to design a lead generation systemlead generation system

Sales Process EngineeringSales Process Engineering

www.salesprocess.co.uk

Agenda for ChangeAgenda for Change

When budgets are tight...

People & organisations are reluctant to buy...

Markets are more competitive than every before...

Sales success demands:-

1. A systematic, fully integrated sales and marketing process that is aligned with how buyers make real-world buying decisions.

2. Then automate the process, to make best use of CRM and on-line media and data sources, such as LinkedIn

It starts by designing an end-to end sales & marketing process

What's your Problem?What's your Problem?

* Sales and marketing alignment: conflicting strategies and tactics between teams

* Understanding the buyer: do your teams reallyreally know what is required to create and convert new market opportunity into growth & revenue?

* Sales and marketing process is opaque: problems arise -

- what’s happening at each stage? What’s going wrong and how do you fix it?

* Metrics: how to measure and evaluate performance at each key stage in your sales & marketing process

- where are the metrics you need?

* Scalability: forecasting return on investment and time-scales

- how and where to invest to scale up the business?

– … & lack of quality sales leads

Sales Process Engineering: Sales Process Engineering: The Lead Generation SystemThe Lead Generation System

Market Market

PlanningPlanning

Target niche market(s)

•Identify customer

problem(s)•

Differentiate oursolution(s)

•Define & prep

Channels

Account Account

PlanningPlanning

Build segmenteddatabase

•Map

‘Buyer Process’USPs, objections,

tipping point•

Prep Sales Team: Forms

•Differentiated Offer

Generate Generate

AwarenessAwareness

Marcomms to ‘worry’

candidates•

Raise awareness ofsolution value

•Develop

comms media& collateral

•Engage Introducers

Generate Generate

LeadsLeads

Trigger candidateresponse

•Define 3 pre-qualifying

questions•

Engagement issues & plan

•Assign leads

to Sales: Forms•

Lead Status Report

Sales 1: Sales 1:

QualifyQualify

& Influence& Influence

Contact lead, qualify,

assess needs•

Develop sales collateral

•Prep supportingreference data

•SPE & SPIN

questions: Forms

Sales 2: Sales 2:

The The

SolutionSolution

Develop & propose

solution•

Decision makers, criteria,SWOT

•Address the problem –

solution gap•

Trials, guarantees,

small-steps: Forms

CRM CRM

RetentionRetention

Manage customersfor growth

•Tiered account

handling,by value

•Referrals,

case studies•

Schedule reviews•

User Group Meeting

Sales Process Engineering: OverviewSales Process Engineering: Overview • The Goal: the lead generation system offers systematic optimisation of

Resturn on Investment (ROI) from your sales & marketing process

• Benefits: alignment, transparency, metrics & scalability in a defined process

• It's logical: a process enabling you and your teams to understand, model and match how ‘buyers buy’

• Modules: SPE planning; Buyer Behaviour research, SPE training and CRM integration, LinkedIn lead generation

• Compatible with all CRM software. SPE maps to legacy and new systems

• Sales Process Engineering gives entrepreneurs and Directors maximum oversight & control of the process of sales lead generation

Sales Process Engineering: Key benefitsSales Process Engineering: Key benefits • Fully aligns sales and marketing activities based on a new model of buyer

behaviour and understanding of how to influence it

• Provides you with a transparent, measurable sales and marketing process

• Diagnose and resolve specific sales or marketing problems: whether in branding, lead generation, conversion rates or ROI issues

• Evaluate and measure precisely the sales and marketing tools and media required to meet your customers’ needs for communication and service

• Accelerate definition of customer’s problem and solution delivery, to reduce operational costs and improve productivity for you and the customer alike.

• New leads, more business, at a lower cost

The Buyers’ ProcessThe Buyers’ Process

How does the problem arise?

•With whom?

Buyer is worriedBuyer is worried

butbut unawareunaware

Acknowledges Acknowledges

problemproblem

Who is affected,

how, when?•

How does theproblem develop?

Tipping Point: Tipping Point:

Recognises need, actsRecognises need, acts

What happens, to whom and when, that

triggerscustomer to act?

•Why delay acting –

what are the problems in

taking action?

RFI, RFP, RFI, RFP,

ContractContract

How/ who will they

assess the vendors?

•What are the

selectioncriteria, how weighted?

New needsNew needs

What new needs canwe satisfy?

•Which

prospects canthey introduce?

Process alignmentProcess alignment

Essential Desktop MetricsEssential Desktop Metrics

Programme ROI (Return on Investment)

Competitor Market share

Target customer segments

Leads by source

Lead by status: ratios

Top sales rep Leads by media FormsTop 10 deals

Sales Process Engineering: Sales Process Engineering:

The 3 Step FormulaThe 3 Step Formula 1. Review:-• Identify key current issues in your sales & marketing process• Assess application of sales process engineered system• Agree required actions

2. Diagnosis:-• Evaluate your current sales and marketing challenges and performance• Target ROI, alignment, transparency, metrics and scalability• Agree opportunities, required actions (Pareto) and investment

3. Solutions:-• Map the sales & marketing process to meet your objectives• Specify and address key stages in the process to meet challenges• Research Buyers: what they want – why, how, when & where• Review results, benefits, reporting and next actions

Next Step: Business Process ReviewNext Step: Business Process Review

Actions:-

• Identify key current issues for the business in your sales & marketing process

• Review current plans & opportunites: assess benefits and KPIs

Outcomes:-

• Agree and prioritise your key current issues and the actions required in your sales & marketing process

• Document the timetable, costings and deliverables

Sales Process Engineering Sales Process Engineering

Thank you!

Further information:

www.salesprocess.co.uk

The lead generation system from www.ReaMarketing.co.uk