The Art and Science of Lead Generation - Ken Krogue & Amanda Holmes

Ken Krogue &

Amanda Holmes

THE ART AND SCIENCE OF LEAD

GENERATION

Ken Krogue Founder, President & Chief Strategy Officer InsideSales.com

INTRODUCING

Amanda Holmes CEO

Chet Holmes International

Jim Steele Former Salesforce Chief Customer Officer Head of Worldwide Sales

THE CONNECTION

Advisory Board Member


Currently President of Worldwide Sales & Chief Customer Officer InsideSales.com

Chet Holmes Protégé of Charlie Munger Helped 200,000 businesses

THE ORIGINS OF THE CHET HOLMES METHOD

The Book NY Times

#1 Amazon 7 years later 78 Training Products

100 countries

CHET’S LEGACY

www.ChetHolmes.com/DoubleSales © 201 Chet Holmes Interna;onal. All Rights Reserved.

6

What we’re going to cover…

•  5 Reasons Your Marke.ng Isn’t Working Like It Should… •  3 Ways to Fix it

•  How to Get 9x the Response From Your Marke.ng Spend

www.ChetHolmes.com/doublesales

5 Reasons Why Your Marke;ng Isn’t Working Like It Should

•  TRUST: They don’t trust you. Likeability is at an abysmal 17%. Millennials trust BLOGGERS more than TV News.

•  COMPETITION: They see 5,000 commercial messages and product placements a day. •  IMPATIENCE: due to the instant gra;fica;on of the internet, the aZen;on span is

half what it was just 10 years ago. •  WASTED Online Marke;ng: 86% of ads that are paid for are never seen. •  Salespeople are poorly trained: Training salespeople isn’t going well for most

companies. •  Majority of companies spend less than 2 months onboarding new sellers. •  And yet it takes on average 8-‐12 months for salespeople to perform like their tenured colleagues. •  Companies with great onboarding processes train 34% faster, 4 months quicker than those who have no

training.

But all of these are just small issues, they’re symptoms, not the root cause of the problem. Let’s do a liZle exercise and I’ll show you…

Source: Centers for Disease Control and Preven;on. Tobacco-‐related Mortality


9 Imagine you’re in a Stadium


Write your Stadium Pitch :tle now…


10

Let’s Define Your Audience

3% Buying Now

7% Open to it

30% Not thinking about it

30% Thinking they’re not interested

30% Definitely NOT interested!

for ANY product or service

Was your .tle focused

on THEM?

Or was it focused on you?


The PROBLEM

99% of marke.ng and sales messages are focused on YOU,

Was.ng 90% of your .me, energy, and

money.

The Key Components of a Stadium Pitch

ü  A Head Turning Title ü Market Data is way more mo;va;onal

than product data ü  Content that offers solu;ons to

problems. (Not product/service centered)

ü  The ability to get the remaining 97% of your market aware of your product or service and interested enough to become your customer…



14

Can You Add One Great “Wow” Data Point?

Better Bad

“Finance Your Home!”

Bad Title

BeZer Title


15

Better Bad

7 Reasons Den;sts Are Going Out of

Business

Save Up to 50% on Dental Equipment!

Bad Title

BeZer Title

People in Pain Take Ac;on Much Quicker

“We expanded our opera,ons across the brands with 13 shops in DK, 20 bou,ques in Germany and 65 In Norway and closed USD $200 million worth of contracts for the rest of the year...in addi,on to the business we were

already handling.

I wanted to let you know! We made a direct mailing to our best buyer group and achieved a direct response of (are you siNng down?): 58% and growing as I write to you. When did anyone get 58% direct response on a direct mailing?

This s*** works man!”

Dennis Lindberg-‐President, Formio Sequoyah

Just to show it works…


3 Ways to Increase Your Current Lead Genera.on

1. Teach Them Something of Value: Sell one to many?

“People will come to you and stay longer to hear something of value to THEM, then they ever will just to be sold to.” @ChetHolmes


19

Better Bad

10 Opera;onal Inefficiencies Cos;ng

You a Fortune

Do you want to buy solar panels?

Bad Title

BeZer Title

Greg Went From a 1 Man Contractor to a 7 Figure Business Using This Stadium Pitch

“I consider myself blessed to have been trained with the Chet Holmes Method.

Without that, I would have remained a small Eme contractor closing one out of every ten

sales calls that I went on.

Instead I built a 7 figure business as a part Eme student in college. If I could do it, you can too.”

Greg Digneo, Co-‐Founder of

Solar Panel Company Systems of Apollo

If a college kid can do it, you can too…


2. Unseat Your Compe.tors Can you be 2 Clicks Before Your Compe.tors?

3,400,000 Compe;;ve Results


!

112,000 Compe;;ve Results


!


24

How Can You Be 2 Steps BEFORE Your Compe;;on?

Better Bad

“5 Things Every Bride Should Know to Avoid

Disaster on their Wedding Day.”

“Wedding Photographer Best Value, click here.”

Bad Title

BeZer Title

3. The #1 Goal of Your Website MUST Be To:

Generate Leads


26 What’s the number one goal of your website? GET visitor informa;on!

Better Bad

“You can lower your workers housing

expenses by 39% or more!

Get instant access!”

“Relocation retreat. Sign up for our

waiting list!”

Bad Title

BeZer Title

“My bookings have doubled since this Eme last year and I’m on track to double my sales from the previous year! Gene is an amazing mentor and I’ve learned more than I ever could have

done on my own in 5 months using this educaEonal approach. It really gives me a

compeEEve advantage.” Brant Greathouse, Founder

www.corporatehousingcoop.com

Just to show it works…



28

What we’re going to cover…

•  5 Reasons Your Marke.ng Isn’t Working Like It Should…

•  3 Ways to Increase Your Current Lead Genera.on

•  How to Get 9x the Response From Your Marke.ng Spend

If you want to learn more, we have a complimentary training 3 Strategies to Double Sales: www.ChetHolmes.com/doublesales

www.ChetHolmes.com © 2015 Chet Holmes Interna;onal. All Rights

Reserved.

29

Training Includes: •  Session 1: Marke;ng Master •  Session 2: Best Buyer Strategy •  Session 3: Ul;mate Advantage •  *Session 4: Time and Results Management •  Session 5: Hiring and Talent •  Session 6: Seven Musts of Marke;ng •  Session 7: Detailing and Perfec;ng the Sales Process •  Session 8: Follow Up •  *Session 9 & 10: Get An Appointment with Anyone •  Session 11: Professional Presen;ng and Skills Training •  Session 12: Virtual Hacks

12 Core Competencies for Doubling Sales BONUS FOR YOU TODAY


www.YourCompany.com © 2020 Companyname PowerPoint Business Theme. All

Rights Reserved.

30

Session 4: Time Management Secrets of Billionaires

•  Get a 400% Increase in Your Produc;vity by Following 6 Simple Steps.

•  How to Avoid the Got-‐a-‐Minute Manager

•  Transform Your Company in a Few Simple Steps

•  How to control your email so it doesn’t control you.


www.YourCompany.com © 2020 Companyname PowerPoint Business Theme. All

Rights Reserved.

31 Session 9 & 10: High Art of Gerng Appointments Part 1 and 2

•  Elements of a Phone Pitch

•  Get Past the Gatekeeper •  Make 5 Times More Impact

Within the First 5 Seconds

•  The Art of Voicemail •  How to be Persistent Without

Being Obnoxious



Reserved.

32


C = Campaign L = List / Leads O = Offers S = Skill E = Effort R = Reporting S = Systems

The next genera:on...

2.00$2.25$2.50$2.75$3.00$3.25$3.50$3.75$

2008$ 2009$ 2010$ 2011$ 2012$

Millions'

Outside$Sales$Inside$Sales$

Source: 2009 infoUSA/MIT Study

15x

2009 / 2013 MARKET STUDY

Google vs Magazines vs Newspapers Why? Immediate, Measurable, Results…

INBOUND MARKETING Source: business2community.com à

15X

PlaXorms

HIGH GROWTH MEDIA

RESEARCH marke:ng…

Companies

Avg Response Time by Phone

Percent Responded by Phone or Email

Avg Response AZempts

Avg

39:22

Event

Avg

1.51

What would your CEO think?

Only 27% of leads get contacted … ever! Only 52.5% of leads get aZempted … ever! Sales reps give up aser 1.51 aZempts … really? What is possible? Our own teams contacted 92% for 2.5 years That is 3.4X more results from the same spend

Content + Distribu;on

Jeffrey Harmon

THE PITCHER / CATCHER CONTENT MODEL

7 level content funnel

7 Content Levels 1.  Influencer 2.  Industry 3.  Company 4.  Product 5.  Proof 6.  Sales 7.  Client

How we apply the 7 Content levels

1.  Influencer 2.  Industry 3.  Company 4.  Product 5.  Proof 6.  Sales 7.  Client

Famous people Inside sales industry InsideSales.com Immediate response MIT / HBR / Case Studies Why you need it How it works

C = Campaign L = List / Leads O = Offers S = Skill E = Effort R = Reporting S = Systems


QUESTIONS?

Amanda Holmes CEO



Reserved.

49


Try our SYSTEM… Full Function Trial

www.insidesales.com/free_trial.php


QUESTIONS?

Amanda Holmes CEO
