IARC Sales & Marketing
Observations

Defining S & M

Inside / Outside Sales

Selling IARC

Our Resources

Improving from Inside

Setting Goals

The Message

2-way vs. 1-way

Learning what clients want

Aligning product

Pricing

Promoting

What is Marketing?

How are Sales Different?

Use Message to start conversation

Focused on converting leads

More 1-way, persuasive

Personalized to 1 client/group at a time

Balancing S & M

Sales: Inside vs. Outside

Inside = Remote

Appts/quotes

Follow up

Convert leads>sales

Stepping stone

Outside = Field

Create leads

Warm up leads

Network

Provide visibility

Warm or Cold Inside?

Inside inbound receive inquries generated by marketing/field

Inside warm outbound call existing leads

Inside retention call existing clients to retain business/upsell

Inside cold/outbound call new contacts to initiate a relationship *

FertilityHelpers

Intended Parents

IARC: Selling Our Service

IARC

Service: complex, high-cost, high-valueRemember, key to marketing a service is the service itself!

Dual Sales FocusProducts and Clients

Our Resources

FINANCIAL

Tunheim budget

Savings from cancelled online lead services

HUMAN

Marketing

NLK, AAH, CAL, KLP, ACC, KAS

Sales Force

NLK, BL, CAL, AAH, CAS, KAS

Competition Analysis

DER, KAS, SHS

Sales Personalities

Outside Sales

Extroverted

Energetic

Like variety

Inside Sales

Introverted

Like predictability

Detail-oriented

Improving From the Inside

Head

Balance

Focus

Post-sale service

The Lake Wobegon Effect

What Do We Want from S & M?

Measurable

Stated time frame for achievement

Focused (if multiple goals, make sure complementary)

Supported

Strategy

Budget

Actions

Controls

Stats from S & M Test Period

5 weeks

Event Management

bare minimum

quickly done

no strategy time

authority

+27 hrs event attendance

Ambre's 200 hoursColumn 3

Programs150

S & M23.03

French / PIP18.23

IT8.04

Fun3.16