Getting leads is one thing, following up is another. Today s Learning Objectives

Transcription

1 Getting leads is one thing, following up is another. Secret to Great Lead Follow Up April 18, 2012 Today s Learning Objectives Design a follow up system that doesn t rely on a person to make time for it Track which postcards, letters, s and promotions your leads respond to Track which web pages your leads visit Set up automated tasks for marketing, sales and customer service 1

2 ING ALA ARM 45 65% of leads buy from someone within 6 18 months. Unfortunately, 80% of leads are never followed up on. Most salespeople give up after two attempts. Mostbuying opportunities occur between 7 12 attempts. Common reasons why sales people don t follow up Too busy Feels intrusive No particular need yet What else? 2

3 Follow up Pays My Career Before Spearhead Fremont Die Cut Products Returnable Packaging (Frigidaire, General Motors, Ford) Freeman Company Thermoform Tooling (Sweetheart Cup, Genpak, Solo Cup) Fast Heat Specialized Tooling & Controls for Injection Molding (Letica, Rehrig, 3M) Caution Personal Discipline VS. Personal brand Have to make time for it Inefficient (expensive!) Frequently less professional Process Company brand Leverage set up time for ongoing performance Efficient (less expensive!) Very professional, yet easily personalized 3

4 ER CON NSID B to B customers are demanding to work with problem solvers and strategists, not salespeople. But your experts are too valuable to make cold calls or follow up on leads. Keys to Lead Follow up 1. Stay Top of Mind by consistently offering relevant opportunities, ideas, tools and resources 2. Set the expectation with buyers that they will be working with experts, not salespeople 3. Have your experts provide marketers with raw content that can be packaged, personalized, published and tracked Be your brand Why should buyers care about your brand? How do they want to learn about your brand? What opportunities, ideas, tools or resources can you offer? Earn the right to stay in touch by helping, not harassing. 4

5 Common B to B Channels be where your buyer wants your help. Trade Shows Direct Marketing Direct Sales / Networking Advertising Public Relations Publication Articles Speaking Engagements Offers (Call To Action) in exchange for contact information and permission. Newsletter / Blog Subscription Samples Reports/ White Papers Articles of Interest Tools / Calculators Webinars/ Seminars Competitions Discounts/ Used Equip Beta Offers 5

6 Database Contact Information Type (Buyer, Referral Source) Industry / Segment Source Rating vs. Ideal Client Stage (Permission, Responsive, Collaborative, Prospect, Client) Tags & Sequences* Activity Tracking* 6

7 Free Business Window Web Landing Page w/ Form Thank You Page w/ links Auto Task: Salesperson sends Personal Thank You Tip: Personalize based on behavior type and specific needs for 2-3x conversion Enter Needs Info Future Offers Permission = Yes Confirmation Auto Rules: Source=Web, Stage=L2, Tag Free Decal, Create Task Contact Activity Log Auto Task: Salesperson Calls, Enter Specs and Meeting Date Auto Appointment Reminder Auto Task: Meeting Enter Outcomes Newsletter Permission = Yes Personalized Decaled Toy Delivery Truck w/ Offer Card Thank You Page w/ links Confirmation Thank You Schedule Meeting Appointment Reminder Meeting 7

8 Automated Tracking Use Landing Pages to Track Promotions: The landing page tracks unique visitors Printed Items (Postcards and Letters, etc.) use PURL s ChadRoot.MyFreeDecal.com s Hyperlinks are tracked for each person Automated Tracking Landing Page Tracking Any Web Page Tracking 8

9 Examples I m interested in Logo Corporate Sign Vehicle Wraps I ve filled out the following forms Free Decal Contact Us Blog Subscription I ve also Connected on LinkedIn THIS ENABLES YOU TO PERSONALIZE YOUR FOLLOW UP (Easily done by sales people manually as well) SmartForms are Smart because they: Can be Customized 9

10 SmartForms are Smart because they: Manage Opt In Levels Forward to Thank You Pages SmartForms are Smart because they: Automatically Tag Automatically Sequence* Automatically Fire Rules* Automatically Notify Automatically Set Contact Owner Names Hidden for Privacy 10

11 Step Sequence Assigned from SmartForm as a Customer Service Task Date Sequences Examples: 90 day customer service survey Thank you after 1 year of doing business Maintenance reminders Routine reporting Event invitations and reminders 11

12 Magical Rules When this happens, do this.. Summary of Steps 1. Tags 2. Offers 3. Follow Up 4. Special Dates 5. Tasks Tag your contacts by their interests Design Interest Specific Offers Opportunities, Ideas, Tools, Resources Script your process Automate where possible Survey, Thank You, Updates, Newsletters Call lists, quote requests, meeting 12

13 Today s Learning Objectives Design a follow up system that doesn t rely on a person to make time for it Track which postcards, letters, s and promotions your leads respond to Track which web pages your leads visit Set up automated tasks for marketing, sales and customer service How Did We Do? Here to Help. Chad Root Spearhead Sales & Marketing croot@spearheadsalesmarketing.com 13