Lead Generation & Selling. Thursday 26 th March 2015

Transcription

1 Lead Generation & Selling Thursday 26 th March 2015

2 LEAD SCORING HOW TO QUALIFY THE SALES CONTACT

3 Do you really want to sell to this prospect BANT

4 Do you really want to sell to this prospect BANT

5 Lead scoring example Categor y Budget < 25k 25k- 50k 50k- 100k Authority Not User Influencer involved Need for you Time to decision Not important Little importance Important > 8 months 3-8 months > 100k Decisionmaker Vital < 3 months

6 Lead scoring example Category Budget < 25k 25k- 50k 50k- 100k Authority Need for you Time to decision Not involved Not important User Little importanc e > 8 months Influencer Important 3-8 months > 100k Decisionmaker Vital < 3 months

7 Exercise: Lead scoring Pair up Complete a lead scoring sheet for a major product or service from your company. Discuss and feed back

8 Lead scoring example Category Budget < 25k 25k- 50k 50k- 100k Authority Need for you Time to decision Not involved Not important User Influencer Little importance Important > 8 months 3-8 months > 100k Decisionmaker Vital < 3 months

9 GO FOR IT OR DON T BOTHER?

10 Bid v no-bid 1 Bid for everything

11 Bid v no-bid 2 No blind bid

12 Is it worthwhile? 3 big questions

13 Bid / No-bid Opportunity & Risk Internal opportunity criteria Company strategy match Profitability Resources needed Experience of similar work New technologies needed Flexibility of delivery Penalties or bonuses

14 Bid / No-bid Opportunity & Risk External opportunity criteria Likelihood of winning Order size Long-term potential Customer commitment Level of relationship Perception of competitors Timescales

15 Bid / No-bid table Score Score Criteria to 5 Company strategy match Profitability Resources needed Experience of similar work New technologies needed Flexibility of delivery Penalties or bonuses Likelihood of winning Different direction from core business and strategy Profitability is worse than average for company Complex project of internal teams and partners Partially aligned to core business and strategy Profitability is average for company Several internal departments or few external partners Fully aligned to core business and strategy Profitability is better than company target All work in one or connected departments No similarities to past work 50% replication of past work Complete replica of past work Under 30% requirements met by existing technologies Delivery times fixed with penalties for delays Penalties for poor performance 60% of requirements met by existing technologies Delivery schedule can be negotiated No performance related penalties or bonuses All requirements met by existing technologies Delivery schedule flexible and set by your company Bonus payments for good performance Under 20% chance of success 50% chance of success Over 70% chance of success Order size value is less than average value is better than most orders value is in top 10% of orders Long-term potential Customer commitment Level of relationship Perception of competitors One-off order or little opportunity Possible future business Assured or probably on-going business No budget of personnel allocated Either budget or personnel Both budget and personnel by customer allocated allocated Little relationship with individuals in customer team Competitor is clear leader to get order Strong relationships with some people in customer team No clear leader to get order Your company involved in developing project specification You are clear leader to get order Timescales Short term contract Medium-term contract for 3 months Long term contract for at least 12 months

16 Bid / No-bid table Scoring system 57 to 70 Good opportunity 43 to 56 Reasonable opportunity 29 to 42 Possible opportunity 14 to 28 Poor opportunity Should bid Possible bid, discuss with management Some risk in bidding. Consider with management decision Probably not worth bidding

17 Exercise: Bid / No-bid Pair up Discuss the bid / no-bid table as it might apply to your company Which are the most important criteria for you? Establish the top 5 criteria so that you have a quick & dirty bid / no-bid reference tool. Feed back

18 Is it worthwhile? 3 big questions

19 PROSPECT DASHBOARD

20 Prospect Dashboard A prospect tracking tool for wall or CRM system Data driven tool Tracks opportunities Ranks them according to how likely that sale will close Focuses on ACTIVE prospects Removes INACTIVE prospects

21 The Prospect Dashboard Typically 5 sections O - Opportunity FA - First Appointment 25% - First meeting 50% - Proposal 90% - Closing People and organizations you have not yet met Booked first appointment but not met yet Met at least once 25% chance of closing deal within next two months Proposal sent to prospect 50% chance of closing sale soon 90% chance of closing imminently

22 The Prospect Dashboard Typically 5 sections O - Opportunity FA - First Appointment 25% - First meeting 50% - Proposal 90% - Closing People and organizations you have not yet met Booked first appointment but not met yet Met at least once 25% chance of closing deal within next two months Proposal sent to prospect 50% chance of closing sale soon 90% chance of closing imminently

23 Exercise: Your Prospect Dashboard Individually start to write details of 10 of your prospects on Post-It notes Make sure that you desensitise the information miss out or make up names and project details etc. Stick your Post-It notes onto the A1 Prospect Dashboard As a group use the A1 sheet to prepare a replica of a prospect dashboard

24 Weekly activities should be broken down into the following categories First appointment calls to make Deals to close Proposals to complete First meeting calls to make Total Income this Week

25 Any questions

26 Thank you Tim Smith Tel: