H I P Demand Con Boston Prospecting Workshop 100112

http://www.high-impact-prospecting.com/pages/contact.shtml

Copyright © 1996-2012 High-Impact-Prospecting, LLC

Bret Smith Managing Principal & Senior Consultant

High-Impact-Prospecting™ (HIP)

SALES DEMAND GENERATION “WORKSHOP”

“Content Guest”

http://www.linkedin.com/company/high-impact-prospecting-llc

http://twitter.com/bretsmith_HIP

http://high-impact-prospecting.com/wordpress/

http://www.facebook.com/HighImpactProspecting


KEY TAKEAWAYS

Increase your “prospect engagement rate” by as much as 100%

Learn how to conduct prospect messaging meaningfully, in rhythm and context as well as content and outcomes

Easily repeatable persistent follow-on techniques necessary to achieve maximum opportunity response

Step-by-step system with illustrative process maps and full examples of both email and voice touchpoint content, and more.






OVERALL PROCESS HISTORY AND OUTCOMES

Originally developed in 2003 for the express purpose of driving larger sales opportunities via an “executive appeal” process targeting key personnel in specific organizations. High-Impact-Prospecting’s program and methodology has delivered for clients (as measured BY our clients), across 9 years of operation:

$90 million in incremental revenue ($15 million in 2011)

Penetration of more than 40,000 organizations

Scheduled over 6,000 meetings.






HIP SAMPLE CLIENTS

Complete Customer List





http://high-impact-prospecting.com/pages/valuedcustomers.shtml


KEY ASPECTS OF THE H-I-P METHODOLOGY

Uses personalized email as a prospecting tool integrated with voice prospecting to inform and educate sales prospects.

Uses voice as a means to “cement” the process and close for next level of interest, and to increase overall outcomes.

Uses informed peer-level appeals targeted towards prospects’ areas of responsibility/interest.

Meaningful messaging in email and voice

Persistent follow-up and engagement with the prospect






WHY H-I-P WORKS

Contacting prospects ENOUGH times, in the right context and in the right rhythm, increases the “prospect engagement rate” by as much as 100% - i.e., doubles your potential opps

Converged email and voice communications keeps you in front of prospects for a longer period, and the consistent thread of communications helps them remember who you are and WHAT YOU WANT TO DISCUSS – via “meaningful messaging”.

This process of persistent engagement in alignment with widely-held industry beliefs as to the most efficacious number & manner of touchpoints needed to achieve response.






ESPP Process page 2:

6 Touchpoints

Da

ta S

erv

ice

s

Gro

up

ES

PP

#2

Pro

sp

ect

ES

PP

#1

- 10% of total

#responses from this

1st touchpoint.

- Objective:

Education (detailed).

- 80% don’t read this

email

- 40% of total

#responses comes

here

- (email - closing) “__

do you have time

later next week?” -

Introduce the Sales

Rep. (Start the

process of Pass Off)

- Reference

emails I & II.

- Mention will be

sending

collateral that

“will be sure will

get your

attention”

“I know

you’re

busy…”

-

Reference

voicemail

III.

- Include

collateral.

“I know

you’re

busy…”

Messaging VI

(Phone call)

Messaging V

(Email)

Messaging I

(Email)

Messaging II

(Email)

Messaging IV

(Email)

Messaging III

(Phone)

6 Touchpoints

Prospect

Responds?

Perform next

Messaging in

ESPP #1 line –

wait 3 business

days between

touchpoints

Yes

Consultative

Selling Kicks in –

Objective to get

prospect to commit

to call (meeting)

with sales rep.

Response is

positive?

No

Yes

No

Put prospect

on Do Not

Contact List

or

Unsubscribe

Fill out lead sheet

and include intel

report

Prospect

commits to

meeting with

sales rep?

Creates lead with intel report attached to

notes tab on lead, assigned to sales rep.

Turnaround within 1 business day.

Update Do Not

Contact ListNo

Yes


6 Touchpoints

Da

ta S

erv

ice

s

Gro

up

ES

PP

#2

Pro

sp

ect

ES

PP

#1

- 10% of total


1st touchpoint.

- Objective:



email

- 40% of total

#responses comes

here


do you have time


Introduce the Sales

Rep. (Start the


- Reference

emails I & II.

- Mention will be

sending

collateral that


get your

attention”

“I know

you’re

busy…”

-

Reference

voicemail

III.

- Include

collateral.

“I know

you’re

busy…”

Messaging VI

(Phone call)

Messaging V

(Email)

Messaging I

(Email)

Messaging II

(Email)

Messaging IV

(Email)

Messaging III

(Phone)

6 Touchpoints

Prospect

Responds?

Perform next

Messaging in

ESPP #1 line –

wait 3 business

days between

touchpoints

Yes

Consultative


Objective to get

prospect to commit

to call (meeting)

with sales rep.

Response is

positive?

No

Yes

No

Put prospect

on Do Not

Contact List

or

Unsubscribe

Fill out lead sheet

and include intel

report

Prospect

commits to

meeting with

sales rep?




Update Do Not

Contact ListNo

Yes

6+ “touchpoints” ESPP Process page 2:

6 Touchpoints

Da

ta S

erv

ice

s

Gro

up

ES

PP

#2

Pro

sp

ect

ES

PP

#1

- 10% of total


1st touchpoint.

- Objective:



email

- 40% of total

#responses comes

here


do you have time


Introduce the Sales

Rep. (Start the


- Reference

emails I & II.

- Mention will be

sending

collateral that


get your

attention”

“I know

you’re

busy…”

-

Reference

voicemail

III.

- Include

collateral.

“I know

you’re

busy…”

Messaging VI

(Phone call)

Messaging V

(Email)

Messaging I

(Email)

Messaging II

(Email)

Messaging IV

(Email)

Messaging III

(Phone)

6 Touchpoints

Prospect

Responds?

Perform next

Messaging in

ESPP #1 line –

wait 3 business

days between

touchpoints

Yes

Consultative


Objective to get

prospect to commit

to call (meeting)

with sales rep.

Response is

positive?

No

Yes

No

Put prospect

on Do Not

Contact List

or

Unsubscribe

Fill out lead sheet

and include intel

report

Prospect

commits to

meeting with

sales rep?




Update Do Not

Contact ListNo

Yes

THE H-I-P METHODOLOGY PROCESS MAP

Sale

s

Rep

Pro

spect

CRM

Sale

s

Rep






LET’S EXPAND ON THE PROCESS

Initial touchpoint consists of an email personalized to the specific recipient. Then, at a timing of 3 business days apart, subsequent email messages are delivered. If Touchpoint One goes out on Tuesday, then Touchpoint Two heads out on Friday morning, and so on.

Touchpoint Three is actually two fold…it consists of an initial attempt by phone to reach the prospect live. Of course, 80% of the time, an outbound call results in leaving a voice mail. The second half of Touchpoint Three is a follow-on email referring to the voice mail left, usually with additional collateral attached, or via hyperlink.






CONTINUING THE PROCESS

Touchpoint 4 is a follow-up via email on the provided collateral.

Touchpoint 5 is another voice attempt,

…and Touchpoint 6 is a concluding email.

The entire Touchpoint process transpires over 3 business weeks.

Then, we GO AWAY for at least 90 days






TOUCHPOINT ONE, AN EMAIL

Follows the format of an Executive Summary using bullet points to hit key points, is very pertinent to the position/individual and the organization, and includes each of the following elements:

Respectful tone

Subject line MATTERS

Opening & Closing Thank you

A “presumptive” statement about Autotask

Mention of companies in their space who we currently work with/serve (optional)

A fairly descriptive, bulleted list of BENEFITS, not features

Initial call to action






Copyright © 1996-2010, High-Impact-Prospecting, LLC

TOUCHPOINT TWO – AN EMAIL

This second email is a shorter and more concise message, following 3 business days after the first, assuming no response to the initial touchpoint.

The subject line, and the body of the message, is a call to action for a specific discussion time by phone, or permission to provide collateral. It restates, “These are the things we can do as experts within our domain”.

It also contains a more succinct set of bullets … again stating BENEFITS, not features …






TOUCHPOINT THREE AND FOUR –

A PHONE CALL & AN EMAIL

If contact is engaged via voice mail, then:

Leave a recording that is engaging, professional and consultative in tone

Leave a message that is meaningful, and within 30-60 seconds…not just contact information

Be value proposition specific

Send collateral.






SUBSEQUENT TOUCHPOINTS

If first 4 touchpoints do not engage the prospect, then touchpoints are continued through the 6th follow-up at 3-business day intervals.

Touchpoint 5 is another call attempt, and Touchpoint 6 is a concluding email.






WHAT DO THESE COMMUNICATIONS LOOK LIKE?






TOUCHPOINT ONE, AN EMAIL

Follows the format of an Executive Summary using bullet points to hit key points, is very pertinent to the position/individual and the organization, and includes each of the following elements:

Respectful tone

Subject line MATTERS

Opening & Closing Thank you

A “presumptive” statement about Autotask

Mention of companies in their space who we currently work with/serve (optional)

A fairly descriptive, bulleted list of BENEFITS, not features

Initial call to action






SAMPLE - INITIAL EMAIL TOUCHPOINT






ANALYSIS OF INITIAL EMAIL – SLIDE 1






TOUCHPOINT TWO – AN EMAIL

This second email is a shorter and more concise message, following 3 business days after the first, assuming no response to the initial touchpoint.

The subject line, and the body of the message, is a call to action for a specific discussion time by phone, or permission to provide collateral. It restates, “These are the things we can do as experts within our domain”.

It also contains a more succinct set of bullets … again stating BENEFITS, not features …






SAMPLE FOLLOW-UP EMAIL TOUCHPOINT






ANALYSIS OF FOLLOW UP EMAIL – SLIDE 1






ANALYSIS OF FOLLOW UP EMAIL – SLIDE 2






TOUCHPOINT THREE:

ELEMENTS OF A MEANINGFUL VOICE MAIL

Tone is of a trusted advisor – address in the familiar (first name), with confident bearing yet respectful, engaging, and professional.

KNOW WHAT YOU ARE GOING TO SAY.

15 additional seconds to typical voice mail, to re-state value prop in a concise yet meaningful manner (message no longer than 60 seconds overall).

Call to action – request for meeting and/or demonstration, suggestion of specific time frame.

Reference to collateral to be sent following voice message, and to prior email

Return path to rep by both phone and email address.






THE INITIAL VOICE MAIL – TOUCHPOINT THREE

“Good afternoon, Ken.” “My name is John Johnson with Autotask Corporation.” “Ken, I’m leaving this voice mail for you in follow-up to my email a few days ago in which I invited you to further explore with me Autotask’s all-in-one web-based software solution which helps you sell, implement, deliver and bill your services more efficiently, and more profitably. “If you recall, our fully-hosted solutions provides you with a service desk, contact management, outsourcing, contract administration, time tracking, billing, reporting and business analytics -- all running off the same database and accessible from a single screen.” “The next step you and I can take together on this, Ken, is a web-based demonstration.” “Should your schedule permit later this week, I’d like to make arrangements. Can you call me back at your earliest convenience?” “You can reach me directly at xxx.xxx.xxxx, or via email at [email protected] .” “Thanks for your time, and I look forward to hearing from you, Ken.”





mailto:[email protected]


INITIAL PROSPECTING VOICE MAIL –

TOUCHPOINT THREE (SLIDE 1)

“Good afternoon, Ken.”

“My name is John Johnson with Autotask Corporation.”

“Ken, I’m leaving this voice mail for you in follow-up to my email a few days ago in which I invited you to further explore with me Autotask’s all-in-one web-based software solution to helps you sell, implement, deliver and bill your services more efficiently, and more profitably”

“If you recall, our fully-hosted solutions provides you with a service desk, contact management, outsourcing, contract administration, time tracking, billing, reporting and business analytics -- all running off the same database and accessible from a single screen .”

Address prospect

in the familiar

State FULL name, company,

and Thank You

Use prospect’s name a 2nd

time, refer to prior email

Make a brief, emphatic, and

meaningful statement of

uses/benefits






Suggest specific

next step

Call to action with specific

time frame

Leave phone number

AND email address

2nd Thank You, 3rd use of

prospect’s name and

an optimistic…not

insistent…closing

“The next step you and I can take together on this, Ken, is a web-based demonstration.” “Should your schedule permit later this week, I’d like to make arrangements. Can you call me back at your earliest convenience?” “You can reach me directly at xxx.xxx.xxxx, or via email at [email protected] .” “Thanks for your time, and I look forward to hearing from you, Ken.”

INITIAL PROSPECTING VOICE MAIL –

TOUCHPOINT THREE (SLIDE 2)







TOUCHPOINT FOUR –

FOLLOWING-UP YOUR VOICE MAIL

Again, tone is of a trusted advisor – address in the familiar (first name), confident bearing yet respectful.

An engaging, compelling subject line

Reference Voice Mail left earlier.

Restate value proposition in alternate manner, such as customer quote, industry reference, etc.

Include pertinent collateral.

Return path to rep by both phone and email address






EMAIL FOLLOW-UP TO INITIAL VOICE MAIL –

TOUCHPOINT FOUR SUGGESTED SUBJECT LINE: Ken, here’s the Autotask three-pager in PDF Greetings again, Ken! Left you a voice mail a few days ago and thought you may be interested in receiving this … For your convenience, I've included the link to Autotask’s three-pager in PDF. It explains how our fully-hosted application helps you sell technology products or services more efficiently and more profitably, and includes service desk, contact management, outsourcing, contract administration, time tracking, billing, reporting and business analytics -- all running off the same database and accessible from a single screen. Just click on the following hyperlink and "save as" to a directory on your hard drive: http://www.autotask.com/docs/Autotask_Brochure.pdf . And before you read how such a small investment can generate such a huge impact to your bottom line, hear what our customers have to say about what Autotask means to their businesses: “Because of Autotask, we are capturing more billable time - at least two hours per week, per engineer. That’s over 1,000 hours a year. That alone easily pays for Autotask.” - Jamie Kustak Business Manager, NGEN “We’ve had a great experience with Autotask, and I can honestly recommend the product to companies looking for an all-in-one system to handle everything from inputting a ticket, to billing, to financial reporting. Autotask has made our lives much easier!” - Gina De La Cerda, Operations Manager, Advanced Microcomputing Concepts, Inc. Ken, please drop me a line back, or call me directly at xxx.xxx.xxxx, so we can make arrangements to speak. Again, thanks for your time and interest, and in advance for your response, John





http://www.autotask.com/docs/Autotask_Brochure.pdf

http://www.autotask.com/docs/Autotask_Brochure.pdf



6 Touchpoints

Da

ta S

erv

ice

s

Gro

up

ES

PP

#2

Pro

sp

ect

ES

PP

#1

- 10% of total


1st touchpoint.

- Objective:



email

- 40% of total

#responses comes

here


do you have time


Introduce the Sales

Rep. (Start the


- Reference

emails I & II.

- Mention will be

sending

collateral that


get your

attention”

“I know

you’re

busy…”

-

Reference

voicemail

III.

- Include

collateral.

“I know

you’re

busy…”

Messaging VI

(Phone call)

Messaging V

(Email)

Messaging I

(Email)

Messaging II

(Email)

Messaging IV

(Email)

Messaging III

(Phone)

6 Touchpoints

Prospect

Responds?

Perform next

Messaging in

ESPP #1 line –

wait 3 business

days between

touchpoints

Yes

Consultative


Objective to get

prospect to commit

to call (meeting)

with sales rep.

Response is

positive?

No

Yes

No

Put prospect

on Do Not

Contact List

or

Unsubscribe

Fill out lead sheet

and include intel

report

Prospect

commits to

meeting with

sales rep?




Update Do Not

Contact ListNo

Yes


6 Touchpoints

Da

ta S

erv

ice

s

Gro

up

ES

PP

#2

Pro

sp

ect

ES

PP

#1

- 10% of total


1st touchpoint.

- Objective:



email

- 40% of total

#responses comes

here


do you have time


Introduce the Sales

Rep. (Start the


- Reference

emails I & II.

- Mention will be

sending

collateral that


get your

attention”

“I know

you’re

busy…”

-

Reference

voicemail

III.

- Include

collateral.

“I know

you’re

busy…”

Messaging VI

(Phone call)

Messaging V

(Email)

Messaging I

(Email)

Messaging II

(Email)

Messaging IV

(Email)

Messaging III

(Phone)

6 Touchpoints

Prospect

Responds?

Perform next

Messaging in

ESPP #1 line –

wait 3 business

days between

touchpoints

Yes

Consultative


Objective to get

prospect to commit

to call (meeting)

with sales rep.

Response is

positive?

No

Yes

No

Put prospect

on Do Not

Contact List

or

Unsubscribe

Fill out lead sheet

and include intel

report

Prospect

commits to

meeting with

sales rep?




Update Do Not

Contact ListNo

Yes

6 “touchpoints” ESPP Process page 2:

6 Touchpoints

Da

ta S

erv

ice

s

Gro

up

ES

PP

#2

Pro

sp

ect

ES

PP

#1

- 10% of total


1st touchpoint.

- Objective:



email

- 40% of total

#responses comes

here


do you have time


Introduce the Sales

Rep. (Start the


- Reference

emails I & II.

- Mention will be

sending

collateral that


get your

attention”

“I know

you’re

busy…”

-

Reference

voicemail

III.

- Include

collateral.

“I know

you’re

busy…”

Messaging VI

(Phone call)

Messaging V

(Email)

Messaging I

(Email)

Messaging II

(Email)

Messaging IV

(Email)

Messaging III

(Phone)

6 Touchpoints

Prospect

Responds?

Perform next

Messaging in

ESPP #1 line –

wait 3 business

days between

touchpoints

Yes

Consultative


Objective to get

prospect to commit

to call (meeting)

with sales rep.

Response is

positive?

No

Yes

No

Put prospect

on Do Not

Contact List

or

Unsubscribe

Fill out lead sheet

and include intel

report

Prospect

commits to

meeting with

sales rep?




Update Do Not

Contact ListNo

Yes

LAST ON THE H-I-P PROCESS MAP

Sale

s

Rep

Pro

spect

CRM

Sale

s

Rep






REMAINING TOUCHPOINTS

If first 4 touchpoints do not engage the prospect, then touchpoints are continued through the 6th follow-up at 3-business day intervals.

Touchpoint 5 is another call attempt, and Touchpoint 6 is a concluding email.






TOUCHPOINT FIVE – ANOTHER VOICE ATTEMPT

“Hello there, Ken.”

“This is John Johnson again with Autotask Corporation.”

“Kevin, you may recall I left you a couple of messages last week, hoping to schedule some of your time to explore Autotask’s all-in-one web-based software solution for selling, implementing, delivering and billing your services more efficiently, and more profitably

“Whether you’re looking for fully-hosted capabilities for operating service desk, contact management, outsourcing, contract administration, time tracking, billing, reporting and/or business analytics , Autotask can help …

“… and, there’s definitely no time like the present to learn how we can eliminate duplicate data entry, automate numerous functions and give you complete visibility into your operations .”

“Do you have 30 minutes later this week? Please call be back as soon as you can.

“Again, I can be reached directly at xxx.xxx.xxxx, or via email at [email protected] .”

“Thanks again for time and interest, Ken.”







THE CLOSING PROSPECTING EMAIL – TOUCHPOINT SIX

Tone of trusted advisor, but with use of “regret” statement, i.e.

An engaging, compelling subject line

Call to action – “when you have time to discuss Autotask’s solution, please call.”

Valuable “departure collateral” – case study, white paper, etc., not necessarily connected to the value prop but ostensibly of interest to the prospect






FINAL EMAIL: FOLLOW UP – TOUCHPOINT SIX

SUGGESTED SUBJECT LINE: A last message for now, Ken

Hello once more, Ken!

I’ve tried to reach you several times now, but we’ve just not connected. I’m sure you’re very busy and I don’t want to trouble you unnecessarily.

So, when you have time to delve into Autotask’s “best of breed” and fully-hosted software solution for selling, implementing, delivering and billing your services more efficiently, and more profitably, please do reach out to me.

I hope we have the opportunity to work together, Ken.

Thanks and best of regards,

John






DEDICATED Q&A TIME






Bret Smith Principal &

Senior Consultant

CONTACT US

High-Impact-Prospecting, LLC

90 State Street, Suite 700 Albany, NY 12207

MAIN 1.518.591.4665

[email protected]










H I P Demand Con Boston Prospecting Workshop 100112

Documents

Transcript of H I P Demand Con Boston Prospecting Workshop 100112