WEBINAR. Presenters: Mona Rauen Marketing Communications Manager Promoting Tol-O-Matic products – How, where and why Theresa Wallace Sales Support Supervisor

WEBINARWEBINAR

Presenters:

Mona RauenMarketing Communications Manager

Promoting Tol-O-Matic products – How, where and why

Theresa WallaceSales Support Supervisor

Tol-O-Matic’s new lead program –New processes for optimal results

Jim DrennenMarketing Manager

Tol-O-Matic sales tools –Making it easier to close the sale

Promoting Tol-O-Matic ProductsPromoting Tol-O-Matic Products

How, where and whyHow, where and why


√Target the right market

•Design engineers• Engineering Management

– Large OEMs– In-plant automation– Special machine builders


√Target the right market


√Select media that matches target focus

• Design books



• Design books• Sister publications



• Design books• Sister publications• Product tabloids



• Design books• Sister publications• Product tabloids• Value added advertising


√Public Relations – Releases, Features


√Print Ads – Positioning with call to action

http://www.tolomatic.com/et/BCET.cfm

http://www.tolomatic.com/dif6


√Web advertising to match target focus


√Collecting user data from tolomatic.com

SPECIALDOCUMENTOFFERS


√Generate quality inquiries

1080 Inquiries received from Jan – June 2007


√Generate quality inquiries

178

144

106

165

121121

How, where and whyNew processes for optimal results

Tol-O-Matic’s New Lead ProgramTol-O-Matic’s New Lead Program


Processing Inquiries the Old Way

RESULTS:• Poor quality leads• Not worth the time• Lack of follow-up• Poor use of promotional $• Hard to evaluate ROI or source quality


Processing Inquiries the New Way


Processing Inquiries the New Way

RESULTS:• Leads you WANT• Pre-idenfitied opportunities• Less quantity – high quality• 100% accountability• Best use of promotional $

Better qualified leads = increase in follow-up rates = MORE QUOTES AND SALES!


The new lead processing philosophy

• Inquiries are not leads• Turn inquiries into “Sales Ready” leads• Focus on lead quality not quantity


Lead qualification criteria

• Budget – affordably fit customer profile?

• Authority – critical players in decision process?

• Need – motivated with clear need?

• Time Frame – when will decision take place?

• Sales Ready – comfortable with sales contact?


New lead definitions

QUALIFIERS:• Ready to see sales representative

• Has an active project/application(within 6 months)

• Lead sent to appropriate channel partner and Regional Sales Manager for follow-up



EXPECTED RESULTS:• Tol-O-Matic will send requested materials

• Sales ready lead sent to channel

• 100% follow-up in 1 week with sales call

• Region Sales Manager to follow-up after 1 week period



QUALIFIERS:• Prospect has a need

(more than 6 months out)

• Interested but may not have active project

• May not be the decision maker




• Lead is sent to channel

• Lead is placed in marketing funnel for further communication nurturing- Emails- Newsletters- New product flyers/brochures- Product announcements- Tradeshow or event invitations



QUALIFIERS:• No specific project or interest

• Collecting information




• Lead is place on monthly lead report and sent to channel

• Lead is placed in marketing funnel and flagged for follow-up in 6 months

• Identify opportunities early in buying process

• Provide you with sales ready leads with potential opportunities

• Increase your sales effectiveness

• Better sales funnel management

• Sales force accountability

• ROI on lead generation investment


New objectives produce desired results

Tol-O-Matic Sales ToolsTol-O-Matic Sales Tools

Making it easier to close the sale


Focus on what makes us different

• Stainless steel bands that won’t fatique• Pistons with 50% more bearing area for better

load support• Nickel plated thrust tubes• Protective shipping containers• Best engineering decisions for materials,

seals, finishes, etc.• Test and validate products before we ship


Brochures with strong positioning messages

• Pneumatic products – Rodless Cylinder Leader

Engineered for long life with



• Electric products – Linear Solutions Made Easy




• Power Transmission products – Over 50 years of proven performance


COMING SOON!


New brochures reinforce key messages• Slide-Rite® Gearboxes available

in 2:1 and 3:2 ratios

• Slide-Rite® Gearboxes now available in metric

Engineered for long life withAT THE PRINTER


New sales tools create reasons to contact your customers

• Product conversion sheets make it easier to cross sell




• Special customer profile reports focus sales efforts




• Special customer profile reports focus sales efforts

• Fold-out brochures for at-a-glance product offerings


Focused effort on developing application stories

SEND US YOUR APPLICATION STORIES!

http://www.abcontrols.com/custom.htm

http://www.abcontrols.com/raps.htm


Working hard for you

• Select the best promotional tools for quality inquires

• Sales ready lead qualification process

• Sales tools that focus your sales message

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Documents

WEBINAR. Presenters: Mona Rauen Marketing Communications Manager Promoting Tol-O-Matic products – How, where and why Theresa Wallace Sales Support Supervisor