Find Them, Blitz Them, Win Them:
How to Build Winning Sales Lead Generation Programs
Presented June 12, 2012 to:
Presented by:
Dan Fisher Leslie Vickrey
Agenda
• Introductions• Target Account Program (TAP) Definition• Why TAP?• Critical Success Factors• Where to Start• Best Practices• Case Studies• Q&A
@techserve_assoc#TSAwebinar
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Poll #1
Do you have a formalized sales lead generation program in place today?
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Sales Lead Generation by Definition
• Sales lead generation is a marketing term often used to describe the generation of client interest or inquiry into products or services of a business Leads can be generated for a variety of purposes, but primarily to: WIN
new customers!
• Sales leads come in various forms, including: Referrals Cold calling Events (webinars, trade shows, client forums) Mass mailing/direct mail/drip campaigns Email marketing Advertising (traditional/online) Website/SEO …more!
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Target Account Program (TAP)
Multi-touch Point Sales Lead Generation• A scheduled, targeted weekly mail-based or drop-in program for targeted
accounts• 4-8 weeks, depending on target and service/solution• Branded Components: A weekly postcard and giveaway tied into a campaign
theme • Calls-to-Action: Get appointments, QR codes/landing pages playing new role
for solutions-based campaign, including online advertising (LinkedIn)• Sample drop-off campaign schedule:
Touch Item Follow-up
Week One Mail Postcard Voicemail and/or Email
Week Two Drop-off Package (Postcard, Giveaway, Business Card) Voicemail and/or Email
Week Three Drop-off Package (Postcard, Giveaway, Business Card)
Voicemail and/or Email; LinkedIn
Week Four Drop-off Package (Postcard, Giveaway, Business Card) Voicemail and/or Email
Week Five Drop-off Package (Postcard, Giveaway, Business Card) Voicemail and Email
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Why TAP?
Increase Customer Relationships Regularly get in front of decision makers Zero in on key decision prospects
Push Your Sales Team Get your sales team out to “pound
the pavement” Arms you with purpose and information Differentiate from competition
ROI is Easy to Measure A simple way to measure sales and marketing message
effectiveness
Engage in Direct Contact Is one of today’s most successful
marketing approaches
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Make at least 5 total call attempts to each prospect 44% of salespeople will stop calling after the first call Another 22% stop calling after the second call 14% more will stop calling after the third call An additional 12% will stop after the fourth call This means 92% of salespeople quit after the fourth call 70% of the population needs at least 5 contacts before they'll trust you
enough to grant you an appointment
If you want to beat 92% of your competition, make that fifth call!
…however, stats also suggest that 93% of prospects are not actively seeking consultants.
Why TAP?
MAKE THE 5th CALL...
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Critical Success Factors
• Executive buy-in and oversight
• LIST, LIST, LIST Target “real” buyers of your
services Ensure information is up to
date
• Sales buy-in
• Follow program, be creative
• Track/share results and ROI During weekly sales meetings Friendly internal competition Built into CRM
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Sample TAP Metrics• Have a common goal • Set baseline metrics you can measure
and track week-to-week during the campaign
• Post in office, keep a running chart – and celebrate successes Number of prospects/contacts: Number of acknowledgements: Number of appointments: Number of submits: Number of placements: Total revenue:
Plan on a 30% return
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Sample TAP Detailed Program Schedule
December 2011
MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY
4Week 1 – Mail Postcard
5- Prep Postcard
6- Mail Postcard
7 8 9 10
11Week 2 – Drop-off Package
12- Follow-up Phone Call/Email on Postcard
13- Follow-up Phone Call/Email on Postcard- Prep Package
14- Deliver Package
15- Deliver Package
16 17
18Week 3 – Drop-off Package
19- Follow-up Phone Call/Email on Package
20- Follow-up Phone Call/Email on Package - Prep Package
21- Deliver Package *Try to deliver all on this day
22- Deliver Package (optional)
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25Week 4 – Drop-off Package(HOLIDAY WEEK; CONSIDER ALTERNATIVE)
26 27- Follow-up Phone Call/Email on Package- Prep Package
28- Follow-up Phone Call/Email on Package - Deliver Package *Try to deliver all on this day
29- Deliver Package (optional)
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January 20121Week 5 – Drop-off Package
2 3- Follow-up LinkedIn Message and/or Phone Calls on Package
4 - Follow-up LinkedIn Message and/or Phone Calls on Package- Prep Package
5- Deliver Package
6- Deliver Package
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8Week 6 – Follow-up on Final Package Delivery
9 10- Follow-up Phone Calls and Emails
11- Follow-up Phone Calls and Emails
12- Follow-up Phone Calls and Emails
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Poll #2
Are you satisfied with the number of new accounts you open each
month?
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The Best of Both Worlds
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Marketing Creativity Strategic Selling
Qualifying Your List
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Enterprise (1000+ employees)
Mid-Market (100-999 employees)
Small Business (1-99 Employees)
Who to Target and Why? Look at Your Existing Clients.
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Vertical Industry Job Function/Technology Problems Solved
Financial Services Data Warehousing Informed decision making
High-Tech Java/.NET Mobile application/transactional processing
Life Sciences Data Storage Capacity planning
Retail Virtualization Reduced data center cost/complexity
Customer Success Stories
Impress Them with What You Know About Their Business
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Situational Knowledge
Press Releases10 K Statement (risk factors)Industry PublicationsIT ProjectsM&A
Regulatory Compliance Issues
CFR 21 Part 11Basel IIFDA
Trends & Benchmarks
Industry TrendsCompetitor AnalysisBenchmarking Reports
Tying it All Together with Word Tracks
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Credibility Builder
• I specifically included you in our campaign because...• In researching you and your company I understand...
Reference Challenge
• You’re rapidly growing through M&A which creates…• Systems integration and software redundancy issues…
Relevant
Success
Story
• We recently helped “ABC company” solve this challenge…• Would it make sense to schedule a call to discuss further…
Value Propositions
• Talk outcomes, not products or processes• Tie results to critical business issues• Include metrics or statistics• Refer to actual customer successes
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Improve Sales Effectiveness through
Client Stories
Metrics that Matter! Activity Up or Down?
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Order 2012 OPR Report Here: http://www.techservealliance.org/research/operating-practices-report.cfm
Objection Prevention Tips
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Objections
Click on image to download report.
TAP Best Practices
• Most overlooked, yet most important asset of a TAP is your list
• Consider targeting former clients who moved companies or past candidates who have been promoted into manager roles
Leverage summer interns to help research, build, validate lists
• Avoid highly secure industries/companies: Govt, Pharma• VMS accounts are OK as long as you are comfortable with
longer-term results vs. quick hit reqs/placements• Utilize LinkedIn/Twitter as an alternative way to reach
contacts if you are unable to connect in person, phone or email
• Track of result to ensure accountability, even those who tell you to touch base in 3 months or so
• Personalize and share successful email/VM scripts• Consider a sales contest to build excitement and
momentum• Schedule weekly sales meeting or add to existing sales
meeting, share what’s working/what’s not working• Don’t forget security/admin – bring them something too• Use for onboarding new reps!• Gain efficiency, keep consistency (during drop-off weeks)
Focus on the physical distance/relationship to minimize drive time
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Consultis TAP: Hello, I’m X
“The sales campaign broke down client barriers, it set us apart from all of the other competitors trying to get in the door and significantly increased our activity even during a downturn.”
― Jamie Delsing, Managing Partner, Consultis
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SPR Companies TAP: Did You Know — Wisconsin [insert quote]
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“We launched the Milwaukee TAP in an effort to re-introduce our brand as well as new services to past clients, existing clients and prospects. The campaign led to enhanced sales productivity, meetings with companies we couldn’t get into before and a new revenue stream – of which continues to grow months after the campaign ended. We are so happy with the results, we are preparing to launch a second campaign in a different market and leverage it as a way to open new accounts and reach growth goals.”
―Andy Stanis, Executive Director of Sales, SPR Companies
iSphere (TAP) — Texas
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Resources
• TechServe Alliance Expert Network: http://www.techservealliance.org/resources-tools/expert-network.cfm
• TechServe Alliance Operating Practices Report (OPR): http://www.techservealliance.org/research/operating-practices-report.cfm
• IT Staffing Sales Rebuttal Book: http://www.menemshagroup.com/free-download-it-staffing-sales-objection-rebuttal-book/
• Target Account Program Case Study (Consultis): http://www.clearedgemarketing.com/case-studies.php
• Connect Leader (list building, outbound calling cloud-based software): www.connectleader.com
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Early Bird Deadline: August 1
Questions?
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Leslie VickreyCEO(312) [email protected]: @lvickrey
Dan FisherManaging Director(888) 553 [email protected] Twitter: @dantfisher
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