Inbound Vs Outbound Marketing

Transcription

1 Cold Calling is Dead Introductory Calls Are Alive!

2 17 Year Newspaper Advertising Executive with Knight Ridder, McClatchy, Gannett 2X INMA Award 1 st place winner for Best Advertiser Results Springfield Business Journal s 40 under 40 June 2014 youngest, and one of the most tenured, Ad Directors in Gannett (6 years) Top performing Ad Director over 2 years combined 2012/2013. Certified HubSpot Partner Agency Proud Founder of InboundStar.com Marty Goodnight marty@inboundstar.com

3 80% of Sales are made after the 7 th call yet 90% of Salespeople give up after the 1 st call

4 Today s Session will Cover ü Why Cold Calling has lost its effectiveness ü How consumer shopping behavior has changed and how Outbound Marketing has been diluted ü How Inbound Marketing concepts can improve Outbound Sales efforts ü How to use Inbound Marketing concepts to increase closing rates, average transaction and frequency ü How to develop Sales Campaigns and how Introductory Calls fit into the mix ü Model an Introductory Call and how it can set the stage for future calls ü How to chart (at least) 7 contacts and improve overall infield effectiveness

5 What is Outbound Marketing? Outbound marketing attempts to initiate a conversation about a product or service by rapidly spreading word of its existence through a variety of traditional marketing methods. Outbound refers to any form of marketing that stops the audience in order to transfer a marketing message.

6 Let s review The common sales funnel

7 ??? Prospects 45 Basic Contacts 15 Meaningful Contacts 5 Needs Assessments 3 Presentations 1 New Sale Where is the Cold Call? Where is the Sale made?

8 What Happened the other 30 contacts that weren t meaningful? to the other 10 meaningful conversations that could have been needs assessments? to the other 2 needs assessments that could have been presentations? to other 2 presentations that could have been sales? Make Intro Calls More Effective Focus on the Needs Assessment

9 Ever feel this from prospects?

10 Does this Cold Call sound familiar? Salesperson: Hi, I m Marty with the Daily News. Who would I talk with about Advertising? Prospect: That would be me, but I am not interested. Salesperson: Oh, ok. Well um we have some really good options right now uh, especially in digital. Prospect: Well, I have someone who manages my website and social media right now, so I m all taken care of. Salesperson: I understand. Uh here, let me give you one of my business cards so you can call me if I can ever help you or if you have any questions. Prospect: Great just place it on the counter. Salesperson: You bet! What was your name again? Ummm.. Can I get your business card? Prospect: Actually, I m all out and I have to get back to work.

11 Post-call Curbside Coaching The sales rep made the effort to call on a new prospect! Contact was made with the decision maker! No real evidence of pre-call planning Powerless introduction Mentions a product before customer s need is stated Invites an early objection Uses a business card as collateral - which has no value Not much is learned much about the prospect Doesn t leave the door open

12 Then, our follow up lacks value

13 And they think it s only about us

14 When they ARE interested in advertising, what do they do? or

15 Almost everyone is online 86% of consumers stated that using a search engine allowed them to learn something new or important that helped him/ her increase his/ her knowledge SOURCE: Pew Research Center, Search Engine Use 2012

16 Most shoppers have changed. 60% of prospects have made their purchase decision before even talking to a sales rep SOURCE: Corporate Execu=ve Board

17 Cold Call Resistance + Changed Shopping Behavior ü Ineffective sales activity ü Increased prospect resistance ü Unintended objections ü Sales frustration ü Sales defensiveness ü Can t control the future ü Giving up on prospects ü Missing sales goals

18 The Outbound Sales Challenge ü Pacing meaningful sales contacts with the prospect s buying journey ü Converting the prospect to a tracked lead in your sales funnel ü Establishing yourself as a relevant resource for the prospect ü Culminating to a needs assessment appointment

19 What is Inbound Marketing? Inbound Marke-ng refers to marke=ng ac=vi=es that bring visitors in, rather than marketers having to go out to get prospects' afen=on. Inbound marke=ng earns the afen=on of customers, makes the company easy to be found, and draws customers to the website by producing interes=ng content.

20 The Inbound Methodology

21 The Buyers Journey

22 Inbound Methodology Converts leads Blog Call to Action Landing Page Form Submission

23 Prospects want relevant content Thank you page Content Delivery Premium Content

24 Content and the Buying Journey Thank you page Content Delivery Consideration Content Offer Smart Forms Decision Content Offer

25 How the Inbound Methodology makes an Intro Call effective ü MATCH your communication with the prospect s buying journey ü PROVIDE helpful and educational resources that nurture them along

26 How the Inbound Methodology makes an Intro Call effective ü MAP out the contact campaign with diverse communication ü CREATE value and thought leadership of your brand in the mind of the prospect

27 Grow Revenue Exponentially Close Rate Average Transaction Average Frequency By using informational sales campaigns

28

29 Sell your value better at a point where your prospects are considering you Inbound Marketing!

30 Point your prospects towards educational resources where your value is demonstrated Amazing Content!

31 InboundStar s Definition of a Sales Campaign The full sales process that begins with the initial contact with a prospect and continues using all communication, sales dialogue and follow up that results in a needs assessment appointment. Potential Ingredients of a Sales Campaign: A strong personal branding statement Educational marketing collateral Case studies Best practices Sales trends, current marketing articles Follow up with educational link Thank you card Important local dates and issues Relevant industry articles Geographic specific info Online marketing grader (grader.com) AdMall statistics Competitive analysis Strengths/Weaknesses of all media Budgeting worksheets ROI Calculators And much, much more

32 Mapping 7 Contacts 1 st Contact: Introductory Call with a Power Statement 2 nd Contact: Written Thank You Card with a one-sheet testimonial 3 rd Contact: Follow up with Basic Marketing Tips about the Thin Market Concept (NAA Plansbook) 4 th Contact: Follow up with Key Season information (i.e. jewelry store sales) available from sources like AdMall 5 th Contact: Top 12 Tips about Search Optimization and how to improve it on your own (work with your digital sales manager to create) 6 th Contact: Co-op advertising report how to find advertising support from your manufacturers 7 th Contact: Calendar of local events for seasonal/promotional planning

33 Re-do of an Introductory Call Salesperson: Hi, I m Marty with the Daily News and I help businesses with creative, cost-effective marketing ideas. I wanted to introduce myself and see if you are open to ideas? Prospect: No, I am not interested in advertising right now. Salesperson: Oh, I totally understand. Most of my clients have specific times of the year that we develop ideas to generate effective campaigns. Could I set a time that works better for you to learn more about how I can help you? Prospect: No, thanks. I m not interested. Salesperson: : Of course. As a professional marketer working for the #1 medium in town, I enjoy meeting business owners and sharing best practices. Would you mind if I keep in contact from time to time and share best practices? Prospect: Sure, that sounds ok. Salesperson: Great! Just so I don t waste my time or yours, what types of things are important to you when you do consider marketing choices? Prospect: Oh, I don t know. I want it to fit my budget. Seems like you are expensive. Salesperson: (DON T SELL - THIS IS VERY TEMPTING): Thanks for sharing that. You know, advertising that doesn t work is expensive. Let me keep that in mind and when I see something I think will be valuable for you, I will drop in again. Is that ok? Prospect: Sure, that would be fine. Do you have a card?

34 Post-call Curbside Coaching Strong Power Statement Defused the negative feedback and asked for a relevant needs assessment Defused a 2 nd objection and kept the door open Gained a positive exchange by asking to keep in contact for future interactions Established the sales person s time is valuable, too Qualified what is important to the customer in order to stay in contact and keeping the lead alive Avoided selling product and instead, walked away with a clear next deliverable (finding something relevant for the prospect) Leaves in control DON T GIVE UP!!

35 80% of Sales are made after the 7 th call yet 90% of Salespeople give up after the 1 st call

36 Stick to your plan! 1 st Contact: Introductory Cold Call with a Power Statement 2 nd Contact: Written Thank You Card with a one-sheet testimonial 3 rd Contact: Follow up with Basic Marketing Tips about the Thin Market Concept (NAA Plansbook) 4 th Contact: Follow up with Key Seasonal information (i.e. jewelry store sales) available from sources like AdMall 5 th Contact: Top 12 Tips about Search Optimization and how to improve it on your own (work with your digital sales manager to create) 6 th Contact: Co-op advertising report how to find advertising support from your manufacturers 7 th Contact: Calendar of local events for seasonal/promotional planning

37 What you can do right now 1. Stop Cold Calling and Start Sales Campaigning 2. Develop Power Statements for the Introductory Call 3. Develop a list of qualified prospects that merit a sales campaign 4. Map 7 contacts matched with the natural stages of a prospect s buying journey 5. Incorporate simple, educa=onal content with the 7 contacts 6. Success = gewng more needs assessments 7. Track contacts and share best prac=ces

38 CONTACT

39 Learn More: White Papers: Turn your Adver-se with Us page into your Top Performing Sales Pro hfp:// your- adver=se- with- us- page- into- your- top- performing- sales- pro 8 Best Adver-se with Us Pages and Why They are So Darn Good: hfp:// best- adver=se- with- us- pages- media- sites- are- using- to- generate- local- leads Website: Blog: hfp:// Newspaper Adver-sing Ideas: hfp:// marke=ng- strategies- that- drive- newspaper- adver=sing- ideas Inbound Explained in 1 Minute: hfp:// inbound- marke=ng- in- springfield- works- explained- in- 1- minute LinkedIn for InboundStar: hfps:// LinkedIn for Marty Goodnight: hfps:// Google+: hfps://plus.google.com/+inboundstar/posts Facebook: hfps:// marty@inboundstar.com Phone/text: