How to Build a Cold Calling System for Hot Sales Prospects

Transcription

1 Smart leadgeneration. Integrated framework Maxim Spek, CEO ProSpex

2 What is sales. When will I buy from you? 1. What urgent and specific problem do you solve for your prospect? 2. How truly distinctive do you do that?

3 Still 80% of sales leads are lost. Who s problem is this? 80% of sales is done only after >5 contact moments. but: 48% of sales never follows up after first meeting 25% stops after second meeting 12% stops after 3 rd. Only 10% will continue after 3 contact moments

4 Vision on sales. Trust & relevance leads to business

5 Vision on sales. Trust & relevance leads to business Earn trust A business relation is built upon trust and authenticity Trust needs time & relevance We need 7-9 relevant contact moments before we trust someone Sharing knowledge Sharing true knowledge makes us relevant Build a contact strategy based on sharing relevant knowledge for your target audience

6 Strategy. What doesn t work anymore? Product push strategies Cold calling & product push less effective Technical / product content at the wrong moment Single channel Fairs & events marketing & marketing automation Telemarketing Remember prospects learn fast through self learning online

7 Strategy. What do we need to change? FROM TO Transaction driven Product push Building trust Sharing relevant knowledge 90% Outbound Balanced approach inbound & outbound Mass approach Labour intensive approach high cost per sale Looking back on results Multi-channel Individualised approach Automated approach- cost effective Forecast future success Integrated omni-channel approach Create a contactstrategy based on sharing relevant knowledge for target audience

8 Strategy. Is there a one size fits all approach? Design a step by step strategy depending on your maturity level

9 Strategy. Desired outcome Start smarter lead generation: dialogue with target audience Efficient proces, don t loose any lead Stable flow qualified leads Desired and highly valuated ongoing contact Less labour intensive, highly cost effective Start simple Develop long term contact strategy Develop content strategy Build up social presence Enrich prospect database Reaching out to the non usual prospects Relevance is key Drive traffic & inspire engagement

10 ProSpex Framework. Start simple PROFILE Warm caller (3-6 months) Profiler (3-6 months) Sniper (ongoing) Foundation Extend and build Automate Objectives Start dialogue target audience Lead generation through smart dialogue with target audience Activate your social network Get grip on your website visitors Inspire & engage: Engage target audience through relevant content Add market research to the mix Improve lead quality Automate & personalise Maximalise reach target audience Optimise contact efficiency Optimise lead timing Focus Stop product push Communicate your discriminating values Learn to know your target audience Start sharing knowledge Train your salesforce (!) Start building profile database First content creation Content calendar Improve lead quality Claim a theme Build relevant content using Market research / Benchmark approach Improve buyer journey Improve outbound efficiency Marketing automation Improve inbound efficiency Smaller sales team focussed on consultative selling Build up & improve segmentation Improve KPI dashboard Test buyer journey using marketing automation A/B testing inbound channels Channels Outbound 90% Inbound 10% Outbound 70% - Inbound 30% Optimal mix Contact strategy Simple: 3-4 steps 1. Content 2. Telemarketing Short term leads Long term nurturing 3. Event 4. Accountmanager Smart: 6-7 steps 1. Content 2. Telemarketing/social/ Invitation market research 3. Survey Tooling 4. content market research 5. Telemarketing/social/ Lead qualification 6. Event (optional) 7. Accountmanager Mature: at least 7 steps 1. Inbound lead flow (content) 2. Telemarketing Invitation benchmark 3. Survey Tooling 4. content 5. Telemarketing Lead qualification 6. Event (optional) 7. Accountmanager Result Leads are medium warm Build up lead database Improve conversion rates Leads are warm to hot Claim relevance in your market Improve efficiency Focus on hot leads Reduced cost per sale Small sales team consultative sellers

11 Campaign flow. Concept (phase 2 & 3)

12 ProSpex introduction. We build business relationships

13 Questions. Founded in 2007, we are building relationships with 75 colleagues for LeasePlan, International Card Services, NS, Microsoft, Essent and many other SMB companies. ProSpex Amsterdam BV Travelport Gebouw Radarweg NZ Amsterdam T +31(0) E info@prospex.nl W