Telecom Association, Inc. © 2007 1

Barrel Fishing

Three steps to catching your sales limit on any bait budget

Telecom Association, Inc. © 2007 2

Introduction of Barrel Fishers

Dan BaldwinTMC Senior Agent Sales Director& TelecomAssociation Founder

Robert PatlanNCS Western Manager& “Interconnect Fisher”

Telecom Association, Inc. © 2007 3

Does It Work? Case Studies:

Telecom AssociationStill kicking after 11 years

NOS – Not kicking anymore

Norvergence – Helped raise over $2 million for legal action

Selling Interconnects& RBOC Services

Telecom Association, Inc. © 2007 4

Barrel Fishing Defined

3-steps to sales success that any salesperson can do (without permission)

It’s a simple sales, marketing & organizational philosophy that keeps sales people on track & on quota

Telecom Association, Inc. © 2007 5

Assumptions for Success

The product or service is easy to understand (not still in beta)

An identifiable market exists

You have money & patience

Telecom Association, Inc. © 2007 6

The Three Easy Steps

If it’s so easy, why do so many fail?

Over-thinking or under-thinking the easy steps

Not using cheap web technology (the secret weapons!)

BarrelFishing

1. Fill barrelwith fish

3. Catch thehard fish

2. Catch theeasy fish

Repeat steps

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1. Fill the Barrel with Prospects Big mailable or

callable lists

“Good customers” as defined by SIC, size, etc., etc., etc.

To combine or not combine lists?

SalesGenie.com/InfoUSA Lists

Trade Magazine Lists

Association Lists

Google

??

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2. Catch the “Easy Fish” NOW

Sell first to those that are “buying now” with a clear call to action

Just say, “I want your business, here’s our specials & here’s how to buy”

Groom lists in preparationfor “hard fishing”

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3. Catch the “Hard Fish” QUICK

Analyze your list results from step two

Create innocuous bait (white papers & other “value” information)

Set “lead traps” to identify the hard fish “ready to buy” (800#s, email subscriptions)

Start patiently casting

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Case Study 1: TelecomAssociation

1. LIST: Phone+ readers, Internet surfers

2. EASY FISH: “Join association for telecom agents”

3. HARD FISH: Free training outlines, how to win against NOS, etc.

Over 11 years, no more competitors

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Case Study 2: Norvergence

1. LIST: Internet & Google ad surfers considering Norvergence

2. EASY FISH: “What you need to know about Norvergence before buying”

3. HARD FISH: NorvergenceNewsletter & Legal Co-op

Over $2.5 million raised

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Case Study 3: “Choking Game”

1. LIST: Internet & Google ad surfers freaking out from TV & newspaper reports

2. EASY FISH: “What you need to know to talk to your kids or students”

3. HARD FISH: Newsletter Signup

Over 2,000 subscribers

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Case Study 4: RBOC Agent Sales

1. LIST: SalesGenie list for RBOC geography overlayed on RBOC database

2. EASY FISH: Let me upgrade your service

3. HARD FISH: How can we improve your long-term service?

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1. List Building Tools QUICK: SalesGenie.com/InfoUSA,

GoLeads.com, in-house lists

MEDIUM: Google AdWords & similar

SLOW: Internet search

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2. Quick Sales Tools

DIRECT MAIL: In-house & mol.USPS.com

TELEMARKETING: In-house & service bureau (setup + $30/hour)

INBOUND SALES: Answer the call!

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3. Hard Sales Tools

Kall8.com 800 Numbers

Bronto.com email subscription & “Click ID”

Others

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Pick a Product/Service to Sell

LIST:

QUICK SALE:

HARD SALE:

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Subscribe to “Barrel Fishing”

Go to www.BarrelFishing.com

Dan Baldwin: 619-520-6629

Robert Patlan: