telemarketing is dead - leading results and impole

Telemarke(ng is Dead Long Live the Telephone

Dan Kraus, Leading Results Pat Lysak, Impole Corpora(on

Business Development issues our clients are facing

Challenge 1: No Focus On Differentiation •  Company WOW is indistinct •  Sales & Marketing talk about generic features &

benefits •  Deals are won/lost on price

Challenge 2: Lack of Repeatable Process •  No Process for nurturing early-stage prospects •  No Process for creating repeatable, sustainable

customer delight •  No Process for creating additional current-

customer sales

Challenge 3: Ideal Customer is Anyone.. •  No clarity and focus to messaging •  No consistent feedback loops •  No referabilty

Challenge 4: No Systematic Approach for Finding New Customers •  No content repurposing •  Website underperforms •  “Hope” for referrals •  Traditional Marketing programs underperform •  Inbound Marketing Lead are “bad”

Challenge 5: No Calendar

•  Marketing activity of the month is the plan

•  No consistent way of getting the message out

•  No consistent value-based follow up

The Big Problem

Business Growth is unpredictable and inconsistent

Its not your Tactics…

…Its the lack of Strategy

When you explain to people what you're trying to do, as opposed to just making demands or delega(ng tasks, you can build instant trust, even if it's just for that short (me you're on the phone.

-‐ Simon Sinek

Agenda

Ø GeJng the right coordinates for the target Ø ALrac(ng ALen(on Ø Moving Prospects through the Buying Process Ø The Ecsta(c Sales Team Ø The Delighted Customer

Who is Impole

•  Sales enablement organiza(on focused on developing account intelligence

•  Both primary & secondary research •  For over 30 years on behalf of both Fortune 500 companies

and start ups •  Operate on a global basis, HQ in Waltham, MA •  Use the phone as the medium •  Proven processes to mesh the solu(on, the message and the

market •  Drive the front end to the sales process. We are a tool!

Leading Results

•  Marke(ng services agency – coaching, consul(ng and doing »  Outsourced BizDev Strategy & Execu(on »  1:1 Coaching & Consul(ng, Group Coaching »  Frac(onal VP Marke(ng Services »  Bite Sized Business Development

•  Hubspot Gold Partner •  Authorized Duct Tape Marke(ng Consultants •  Headquartered in CharloLe, NC •  Clients through 14 (me zones •  We help you stop was(ng money on marke(ng that doesn’t

get results

Leading Results Core Mantra

•  Don't talk about the products you sell; talk about the problems you solve.

•  Then talk about the remarkably different way that I will experience working with you as you solve those problems.

•  Be sure you tell me what I get; NOT what you do. Because I don't have (me to figure out if what I need is what you do.

The Face of Lead Genera(on has Changed

What are the right target coordinates?

You Need: •  Ideal customer profile (business type) •  Buyer personas •  Insights to share

Figuring Out Your Ideal Client

Anyone? Anyone? Any…one?

Ideal Customer (aka: target market)

•  What it should not be: »  Anyone with money »  Anyone in a certain city or town »  Anyone that wants to buy x »  Anyone….

What is an ideal target?

•  Values you •  Align with the company vision

•  Profitable •  Not just money

•  Refers •  To other ideal

Personas Buyer personas are fictional representations of our ideal customer. They come from a composite of research and experience and remind us of the unique human element of our ideal customer audience

Personas

Essentials of a Good Persona •  It is NOT a title •  It is not made up: research + experience •  “They” have a personality •  It evolves over time

Customer Needs & Problems

Company Exper(se, Insights & Value

Marke(ng & Sales Focused

Insights

Insights to Share

Build a Good List

Why? •  Develop critical account knowledge •  Increase sales rep productivity •  Accelerate sales process

“Nearly 60% of a typical purchasing decision—researching solutions, ranking options, setting requirements, benchmarking, pricing, and so on [happen]—before even having a conversation with a supplier.”

Build a List

•  Building a Suspect List is more than email addresses

Build a Good List

Iden(fy best prospects •  Your list needs new data – requiring insights from inside

the accounts to learn if they match your criteria

»  Use the Phone for Research •  Technology environment •  Sa(sfac(on with current solu(ons • Where are they in the buy cycle •  Psychographics

ALrac(ng ALen(on

Key Elements for Success

Measure, review & op(mize

Unrecognized need

Recognized need Informa8on gathering

Decision to pursue a solu(on Due diligence & consider op8ons

Decision to solve or not solve Implement & learn to use

Support access

Buyers Journey

Move Prospects down the path

•  Qualify Stage •  Nurture

»  Email »  Phone »  Social


•  What do you do when the prospect is a great fit but they are not responding to email or social media? »  Direct interac8on required

•  Iden(fy the personas to nurture •  Fully understand their needs •  Educate them about how you solve their problem


Nurture Accounts –

•  In the best B2B sales process, the sales person is NOT looking for “BANT” anymore. It is no longer a solutions sell- it is an insight sell.

•  Start interacting! What problem do you solve for the prospect?


Marke(ng Nurtures Sales wants to prospect un(l receive well un(l ready for qualified leads sales team … by their defini(on.


Definition of MQL •  Meets criteria determined by your company

definition of lead process •  Contact has:

•  Downloaded white paper •  Inquired for further information •  Indicated interest in sales contact


•  Definition of SQL •  Develop specific criteria •  Understand each account:

• Environment • Current solution • Drivers for new solutions • Buy cycle, readiness to engage

•  Requires direct contact with account


Marke(ng Nurtures Sales wants to prospect un(l receive well un(l ready for qualified leads sales team … by their defini(on.

Move prospects down a path

Star sales people evaluate prospects according to criteria different from those used by other reps, Target agile organizations in a state of flux rather than ones with a clear understanding of their needs.

What happens when Sales gets SQLs?

•  Makes them happy! J •  They follow up •  Marke(ng team is a heroJ

Closed Customer

•  Customer Sa(sfac(on Measurement/Mgmt »  Telephone surveys & Follow up »  Net Promoter »  Follow up to each interac(on

Measure, review & op(mize

Unrecognized need

Recognized need

Informa(on gathering

Decision to pursue a solu(on

Due diligence & consider op(ons

Decision to solve or not solve

Purchase, Implement, ac(vate

Support/Help access

Buye

rs J

ourn

ey

Inbound Marke(ng/SEO

Phone Follow Up

Nurture Marke(ng

Phone Follow Up

Sales

Phone Follow Up

Consul(ng / Services

Final Offer

If you’d like to improve your business development process….

No Obliga8on 30 Minute Review of Your Overall Sales and Marke8ng Process &

Workflow

Email us:

Dan Kraus [email protected] Pat Lysak [email protected]