Sales Leads Made Simple
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Understanding Lead Generation The Basics of Business Growth Presented By: Chris Scafario, DVIRC October 2010
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My name is Chris Scafario. I am the Director of Marketing Services at DVIRC, a leading economic development organization in the Greater Philadelphia region. Each year we work with hundreds of highly advanced manufactures. My role is to develop the processes and services that contribute to the top line growth of these organizations. My Lead Generation Service has been designed to target 100 or more company specific decision makers with the unique selling points of my client’s business. I use a structured process for growth that includes a detailed plan for market positioning, new database creation, 4 points of direct outreach and a rigorous inside sales follow up component with real time feedback. My Business Growth Services are recognized by Leading Banks, Business Owners, Economic Development Experts, and University Professors as being the area’s most cost effective way to jumpstart flat revenue growth. And, 8 out of 10 of the Businesses I work with have gone on to request additional work from my team or refer us to their friends and associates. My deliverables on any one project can easily create a double or even triple digit impact to any organization’s top line sales. If you are looking to get serious about growth, you need to get serious about Lead Generation.
Transcript of Sales Leads Made Simple
Understanding Lead GenerationThe Basics of Business Growth
Presented By:
Chris Scafario, DVIRC
October 2010
Why Are We Here?
In 2008, a NIST Study of owners of small and midsized companies identified:
6 of 10 need a process for Cost Savings 8 of 10 need a process for Growing Sales
Our Solutions to Today’s Challenges:
Web Marketing
Lead Generation
Tactical Support
Marketing & Sales Planning ResearchStrategy
Keyword Research
O
nline Ads
Link Building
Site Optimization
Viral Networking
Performance Metrics
Usability Studies Architecture
Design Development
Maintenance
Graphic Design
Photography
Plant Tour Videos
Newsletters
Email Management
Campaign Design
& Management
Market Launch
Database BuildingDatabase Screening
Prospect Validation Inside Sales Support
Sales Training Project Management
Voice of Customer
Market Validation
Market Opportunity User Needs
S
ituational Analysis
G
oals & Objectives
Market Strategy & Tactics
Brand Development
Plan of Implementation
Follow Through
Evaluation & Control
Market Positioning
Opportunity Scouting
Database Creation
Prospect Validation
Campaign Design &
Outreach
Inside Sales
Market Feedback
100 Profiled Targets
200 Decision Makers
Market Diversification
Our Team = Your Success
Market & Economic Research Manager
Market Research Support
ProjectCoordinator
Market Positioning Support
DirectorMarketing Services
Sales Support
Sales Support
Sales Support
Sales Support
Our Results…
Over the course of the last 2 years, we’ve helped more than 60 clients establish a distinct value proposition, identify growth markets and grow sales, by as much as 25%.
Our agency model provides a one-stop-resource for sales and marketing solutions. As a result we have achieved a 60+% client retention and migration rate for our consulting services
We Introduce a Structured Process
Our Process for Business Growth
Profile Target Opportunities
Build Databases
Create Messaging
Communicate to Target Markets
Get Sales Appointments
Our Process Goes to Work On:
Identifying specific growth opportunities to match competencies
Collecting purchasing intelligence related to specific decision makers
Building a call-screened database, complete with emails
Creating reusable marketing collateral to support active sales efforts
Real-time Project Management and Follow-Up
Securing Qualified Leads!
In Our Travels
Lifestyle Business (more than 60% are less then $3 Million in sales)
Aging Boomers – with a limited/nonexistent Succession Plan
D.I.Y. Mentality- they view the need for outside help as a weakness
Over the last 18 months Sales are off by 20% or more
Postpone or Avoid Game Changing Decisions
They believe inaction is a legitimate course of action
They lost a lot of their own personal wealth and are not happy about it !
We All Know These Folks…
“We used to be a very successful business, until China came along.”
“We had 6 clients, but the 1 good one made up 85% of our sales.”
“Our accounts liked us, so word of mouth was all we needed to grow”
“If I am going to spend money, it should be on equipment. That’s what’ll make me money…”
“I have a guy I pay that manages our office. I can tell him to pick up the phone and call some folks and get us some work.”
They Compete Where they Shouldn’t
This is Their
Scouting Growth Markets
Targeting New Customers
Creating New Products/Services
Committing to Sales & Marketing
Identifying USPs
Delivering a Value Proposition
Being Up For a Fight !
Companies Can Fight Back….
We Believe in Holistic Approach to Grow Sales…
This includes:
The foundation for a sales and marketing plan
Primary & Secondary Market Research
A clear and distinct value proposition
Scouting Relevant market opportunities that match competencies
A call screened, custom data base featuring well over 100 category specific decision makers
Marketing To selected decision makers (letters, post cards, emails*)
Internal Sales Support (we make over 100 targeted cold calls!)
Why it works…
Profile Target Opportunities
Build Databases
Create Messaging
Communicate to Target Markets
Get Sales Appointments
Products Markets
Sellers Decision Makers
Market Needs / Pains
Unique Selling Points
Structured Outreach
Qualified Leads
A Structured Process = Comfort
PLAN: Design or revise the business development process components to improve resultsDO: Implement the business development plan and measure its performance CHECK: Assess the measurements and weigh the resultsACT: Decide on and initiate changes needed to improve the growth process
In Planning for Growth, We Focus On…
Highlighting Distinct Organizational Competencies
Developing a Unique Market Position & Value Proposition
Scouting Opportunities for New Customers/Markets
Researching Potential for New Products/Services/ Models
A structured approach towards Prospecting & Sales
Organizational Strengths to target Market Opportunities; we do our homework and define the:
Product (what are we selling?) Process (how are we selling it?) Customer (to whom are we selling it?) Distribution (how does it reach them?) Finance (what are the prices, costs and investments?) Administration (and how do we manage all this?)
We Assess…
Capitalize on Perceived Strengths- positioning each strength as a sales tool or unique difference to help shape market awareness and lead business development / sales conversations with potential clients.
Look at Overcoming Perceived Weaknesses- We center our efforts on areas of weakness that can be addressed through our multipronged approach to business development. This includes things like: a softening client base, lack of new accounts and limited sales support. -In addition , we call out potentially debilitating weaknesses and recommend next steps to address them.
We…
Identify New Market Opportunities- Our research team goes to work scouting opportunities that match our clients
definitive competencies and builds a profiled target audience around these opportunities.
Avoid Threats- We recognize every company can face threats to its growth, or even to basic existence. And we articulate specific areas where technological advances, competitive breakthroughs, loss of skilled labor, government regulations, stiff price competition from imports, and changes in customer preferences can impact our clients.
We…
Capitalize on the 4 P’s
Getting to the USP…
The Unique Selling Proposition is what makes you more unique, more valuable, and more visible in your market.
It’s a game of Distinguish or Die….
Businesses have to be unique and fill a special niche to be successful in the marketplace. – A USP will help them get there.
Getting to the USP…
Masters of the trade have the ability to dramaticallydifferentiate one product or service from another; turningcommodities into equitable brands.
Once We Deliver on the USPs
People Get Excited…. They want to do more Enhance or Redesign WebsitesBuild Effective, Low Cost Email Campaigns Create Segmented Marketing CampaignsTrain Sales Representatives / New Hires Create Product Catalogs, Letters and Post Cards Establish or Redefine the Brand Position.Etc….
Implementation requires doing things…
A Plan is only as good as the actions taken to move it forward. Implementation requires people doing things…
• A Fixed Schedule •Task Owners•Accountability •Success Measures
A Fixed ScheduleA Good Prospect ListDelivery of the Pitch Task OwnersAccountabilityClear Success Measures
Map Out Your Activities…
Microsoft Project 2007 can help you track and manage your goals. It is as easy as:
Building Your Plan
Defining Your Timeline
Tracking & Managing Your Efforts
Closing Out & Reviewing Effectiveness
Good Prospect List
Is a great resource for identifying Target Titles, Networking, S E O & much more…..
Start a group, connect with peers, stay out there & build your network!
A Good Pitch
Organic (Free) Web Site Traffic Development
New Link Development
Local Search Optimization
Social Media Optimization
Blogging
Pay Per Click Marketing Program Development Pay Per Click Marketing Program Management
Web Analytics Setup and Management
Measure Success
“The ancestor of every action is thought….”
Our Actions goes to work: Identifying specific growth opportunities to match competencies
Collecting purchasing intelligence related to specific decision makers
Building a call-screened database, complete with emails when possible
Creating reusable marketing collateral to support active sales efforts
Real-time Project Management and Follow-Up
Securing Qualified Leads!
“The ancestor of every action is thought….”
Where We’ve Been…
Where We’ve Been…
Everyone Received…. Over 100 Uniquely Profiled Target Opportunities
Over 200 Names and Titles for Category Specific Decision Makers
Real-time purchasing intelligence related to specific decision makers
A Call Screened, CRM-Friendly Database (complete with emails in most cases)
A Comprehensive Positioning Report Containing: Sales and Marketing, Planning Recommendations, and a Uniquely-Crafted Set of Promotional Copy to be used across applications
Real-time Market Intelligence/ The specific Wants and Needs of a New Prospect
A CRM-Friendly Record of Every Conversation our Sales team has!
An average of 12 Qualified Leads!!!
