Sales and Marketing in the Information Age Creating Value for Buyers The Changing Face of IT Sales Peter Lawless
What Constitutes a Successful Company? <ul><li>Producing an excellent product or service. </li></ul><ul><li>Selling and Su...
The 5 Key Success Factors <ul><li>Increasing Leads </li></ul><ul><li>Converting Leads to Sales </li></ul><ul><li>Lifetime ...
Lead Generation (Prospecting) <ul><li>Commonly known as  Marketing </li></ul><ul><li>A lead can be defined as follows: </l...
Converting Leads to Sales <ul><li>What problem or desire does the product address? </li></ul><ul><li>What does addressing ...
Increasing Lifetime Value <ul><li>Excellent Service & Support </li></ul><ul><li>CRM processes </li></ul><ul><ul><li>Custom...
Increasing Margin (reduce costs) <ul><li>Margin = Selling Price – Cost </li></ul><ul><li>2 ways to increase Margin </li></...
Protect Profit and Increase Wealth <ul><li>Financial </li></ul><ul><ul><li>Maintain cash flow at optimum cost  </li></ul><...
Success Factors in Practice <ul><li>Qualified Marketing Leads received by Sales </li></ul>Wealth Profit Margin Lifetime Va...
Success Factors in Practice <ul><li>The Percentage of leads that turn into sales </li></ul>Wealth Profit Margin Lifetime V...
Success Factors in Practice <ul><li>The Average amount a customer will spend as long as they remain a customer </li></ul>W...
Success Factors in Practice <ul><li>Sales less expenses expressed as a percentage </li></ul>Wealth Profit 50% Margin € 1,0...
Success Factors in Practice <ul><li>Profit is arrived at as follows: </li></ul><ul><ul><li>Leads </li></ul></ul><ul><ul><l...
Success Factors in Practice <ul><li>Wealth is defined as what the business owner takes before tax </li></ul>€ 10,000 Wealt...
Influencing the Success Factors <ul><li>A 10% increase in any one factor would yield </li></ul><ul><ul><ul><li>€ 1,000  mo...
Influencing the Wealth Factors <ul><li>New Business can implement strategic plans for continuous monitoring and improvemen...
10% Across all 5 key success Factors  Yields 61% Growth Now Increase € 16,110 € 14,640 55% € 1,100 22% 110 10% 10% 10% 10%...
We will now focus on just 2? <ul><li>Marketing - Providing a constant flow of quality leads. </li></ul><ul><li>Sales – Con...
Lead Generation - ADSPORT Lead Generation's Secret Seven (ADSPORT) Advertising Direct Mail Speaking Publishing Online Refe...
Tactic 1 - Advertising <ul><li>Classic Advertising </li></ul><ul><ul><li>Print, TV, and Radio </li></ul></ul><ul><li>New W...
Tactic 2 – Direct Marketing <ul><li>Hard Copy </li></ul><ul><ul><li>Letter, Flyers, Postcards, Newsletters </li></ul></ul>...
Tactic 3 – Speaking <ul><li>Company Run Seminars </li></ul><ul><li>Audio Tapes/CDs </li></ul><ul><li>Training </li></ul><u...
Tactic 4 – Publishing <ul><li>Media Interviews in Print </li></ul><ul><li>Web Articles </li></ul><ul><li>Press Releases </...
Tactic 5 – Online <ul><li>Web Presence </li></ul><ul><li>Marketing and Sales Tool </li></ul><ul><li>What should it achieve...
Tactic 6 – Referrals <ul><li>The Ultimate Lead Generation Tool </li></ul><ul><li>Different from “Word of Mouth” </li></ul>...
Tactic 7 – Telephone <ul><li>Outbound </li></ul><ul><ul><li>Cold calling (never) </li></ul></ul><ul><ul><li>Telemarketing ...
We will now focus on just 2? <ul><li>Marketing - Providing a constant flow of quality leads. </li></ul><ul><li>Sales – Con...
Converting Leads to Sales Prospects Customers Identifying  – 10% Valuing  – 25% Qualifying  – 50% Negotiating  – 75% Imple...
Converting Leads to Sales <ul><li>What problem or desire does the product address? </li></ul><ul><li>What does addressing ...
Definition of the 3Rs <ul><li>Solution Payback is expressed in terms of at least one of the following: </li></ul><ul><ul><...
Sales Cycle 1 – Identifying – 10% <ul><li>Solution payback mapped to 3Rs </li></ul><ul><li>Champion Identified </li></ul><...
Sales Cycle 2 – Valuing – 25% <ul><li>Champion Visualizes 3R payback </li></ul><ul><li>Agreement to meet Decision Maker/s ...
Sales Cycle 3 – Qualifying – 50% <ul><li>Decision maker confirms 3R payback </li></ul><ul><li>Evaluation criteria and plan...
Sales Cycle 4 – Negotiating – 75% <ul><li>Evaluation criteria met or exceeded </li></ul><ul><li>Verbal agreement from DM <...
Converting Leads to Sales
Thank you for Participating <ul><li>Your Business Growth Specialists </li></ul><ul><ul><ul><li>Increasing Your Sales </li>...
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Sales and Marketing in the Information Age

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What Constitutes a Successful Company in the century of computers and the Internet? Reveal the 5 key success factors and the ultimate lead generation tool.

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Sales and Marketing in the Information Age

  1. 1. Sales and Marketing in the Information Age Creating Value for Buyers The Changing Face of IT Sales Peter Lawless
  2. 2. What Constitutes a Successful Company? <ul><li>Producing an excellent product or service. </li></ul><ul><li>Selling and Supporting what they produce. </li></ul>
  3. 3. The 5 Key Success Factors <ul><li>Increasing Leads </li></ul><ul><li>Converting Leads to Sales </li></ul><ul><li>Lifetime Customer Value (Annualised) </li></ul><ul><li>Operating Costs (Margin) </li></ul><ul><li>Reinvesting Profit to foster Innovation </li></ul>
  4. 4. Lead Generation (Prospecting) <ul><li>Commonly known as Marketing </li></ul><ul><li>A lead can be defined as follows: </li></ul><ul><ul><li>A person or company that has expressed an interest in you or your product </li></ul></ul><ul><ul><li>This could be either as a result of: </li></ul></ul><ul><ul><ul><li>You contacting them - outbound </li></ul></ul></ul><ul><ul><ul><li>Or them contacting you - inbound </li></ul></ul></ul>
  5. 5. Converting Leads to Sales <ul><li>What problem or desire does the product address? </li></ul><ul><li>What does addressing that issue enable the purchaser to do? </li></ul><ul><li>Can the buyer assign a value to that new capability? </li></ul><ul><li>When ideally do they need this by? </li></ul><ul><li>What is the cost of doing nothing? </li></ul>
  6. 6. Increasing Lifetime Value <ul><li>Excellent Service & Support </li></ul><ul><li>CRM processes </li></ul><ul><ul><li>Customer Relationship Management </li></ul></ul><ul><ul><li>Multiple transactions – Cross Sell </li></ul></ul><ul><ul><li>Similar experience across Channels </li></ul></ul><ul><ul><li>Easy for customers to buy </li></ul></ul><ul><li>Brand Recognition & Value </li></ul><ul><li>Customer Loyalty </li></ul>
  7. 7. Increasing Margin (reduce costs) <ul><li>Margin = Selling Price – Cost </li></ul><ul><li>2 ways to increase Margin </li></ul><ul><ul><li>Increase Selling Price </li></ul></ul><ul><ul><li>Reduce Cost of Production and Sales </li></ul></ul><ul><li>Costs consist of two variables </li></ul><ul><ul><li>Fixed – constant regardless of production volume </li></ul></ul><ul><ul><li>Variable - relating to volume and sales </li></ul></ul>
  8. 8. Protect Profit and Increase Wealth <ul><li>Financial </li></ul><ul><ul><li>Maintain cash flow at optimum cost </li></ul></ul><ul><ul><li>Reinvest Profits – Strategic Planning </li></ul></ul><ul><ul><ul><li>R&D – Innovation and diversification </li></ul></ul></ul><ul><ul><ul><li>Increase production and sales capacity </li></ul></ul></ul><ul><li>Legal </li></ul><ul><ul><li>Protect Intellectual Property </li></ul></ul><ul><ul><li>Mitigate against contrary Conditions </li></ul></ul><ul><li>HR </li></ul><ul><ul><li>People are your most vital asset </li></ul></ul>
  9. 9. Success Factors in Practice <ul><li>Qualified Marketing Leads received by Sales </li></ul>Wealth Profit Margin Lifetime Value Conversions 100 Leads
  10. 10. Success Factors in Practice <ul><li>The Percentage of leads that turn into sales </li></ul>Wealth Profit Margin Lifetime Value 20% Conversions 100 Leads
  11. 11. Success Factors in Practice <ul><li>The Average amount a customer will spend as long as they remain a customer </li></ul>Wealth Profit Margin € 1,000 Lifetime Value 20% Conversions 100 Leads
  12. 12. Success Factors in Practice <ul><li>Sales less expenses expressed as a percentage </li></ul>Wealth Profit 50% Margin € 1,000 Lifetime Value 20% Conversions 100 Leads
  13. 13. Success Factors in Practice <ul><li>Profit is arrived at as follows: </li></ul><ul><ul><li>Leads </li></ul></ul><ul><ul><li>* </li></ul></ul><ul><ul><li>Conversions </li></ul></ul><ul><ul><li>* </li></ul></ul><ul><ul><li>Lifetime Value </li></ul></ul><ul><ul><li>* </li></ul></ul><ul><ul><li>Margin </li></ul></ul>Wealth € 10,000 Profit 50% Margin € 1,000 Lifetime Value 20% Conversions 100 Leads
  14. 14. Success Factors in Practice <ul><li>Wealth is defined as what the business owner takes before tax </li></ul>€ 10,000 Wealth € 10,000 Profit 50% Margin € 1,000 Lifetime Value 20% Conversions 100 Leads
  15. 15. Influencing the Success Factors <ul><li>A 10% increase in any one factor would yield </li></ul><ul><ul><ul><li>€ 1,000 more profit </li></ul></ul></ul><ul><li>Do Companies Capitalise on this? </li></ul><ul><li>Which factors Should You influence? </li></ul>
  16. 16. Influencing the Wealth Factors <ul><li>New Business can implement strategic plans for continuous monitoring and improvement of all 5 wealth factors </li></ul><ul><li>Existing business should choose at least 2 to start with and work up to having a plan for all 5 </li></ul><ul><ul><li>Key challenges are to change existing cultures </li></ul></ul><ul><ul><li>Increasing sales alone is not always the answer – especially if each sale loses money! </li></ul></ul>
  17. 17. 10% Across all 5 key success Factors Yields 61% Growth Now Increase € 16,110 € 14,640 55% € 1,100 22% 110 10% 10% 10% 10% 10% 10% € 10,000 Wealth € 10,000 Profit 50% Margin € 1,000 Lifetime Value 20% Conversions 100 Leads
  18. 18. We will now focus on just 2? <ul><li>Marketing - Providing a constant flow of quality leads. </li></ul><ul><li>Sales – Converting the leads into customers, in the shortest time, with a maximum lifetime value. </li></ul>
  19. 19. Lead Generation - ADSPORT Lead Generation's Secret Seven (ADSPORT) Advertising Direct Mail Speaking Publishing Online Referral Telephone
  20. 20. Tactic 1 - Advertising <ul><li>Classic Advertising </li></ul><ul><ul><li>Print, TV, and Radio </li></ul></ul><ul><li>New Wave </li></ul><ul><ul><li>Google, Viral, Banner </li></ul></ul><ul><li>Innovative </li></ul><ul><ul><li>Luas Tickets, Space Shuttle, Taxi </li></ul></ul><ul><li>All Advertising MUST have a “Call-to-Action” </li></ul>
  21. 21. Tactic 2 – Direct Marketing <ul><li>Hard Copy </li></ul><ul><ul><li>Letter, Flyers, Postcards, Newsletters </li></ul></ul><ul><li>Electronic </li></ul><ul><ul><li>eZines, Fax, Text, Newsreader </li></ul></ul><ul><li>Innovative </li></ul><ul><ul><li>Creative way of delivering targeted message to decision maker </li></ul></ul>
  22. 22. Tactic 3 – Speaking <ul><li>Company Run Seminars </li></ul><ul><li>Audio Tapes/CDs </li></ul><ul><li>Training </li></ul><ul><li>Media Interviews (TV, radio) </li></ul><ul><li>Guest Speaker </li></ul><ul><li>Excellent 1 to Many medium </li></ul>
  23. 23. Tactic 4 – Publishing <ul><li>Media Interviews in Print </li></ul><ul><li>Web Articles </li></ul><ul><li>Press Releases </li></ul><ul><li>White Papers </li></ul><ul><li>eBooks </li></ul><ul><li>Books </li></ul><ul><ul><li>“ let me introduce you to the guy who wrote the book”! </li></ul></ul>
  24. 24. Tactic 5 – Online <ul><li>Web Presence </li></ul><ul><li>Marketing and Sales Tool </li></ul><ul><li>What should it achieve? </li></ul><ul><ul><li>Sign up for newsletter </li></ul></ul><ul><ul><li>Avail of Consultation </li></ul></ul><ul><ul><li>Buy Product </li></ul></ul><ul><ul><li>Inform your prospects </li></ul></ul><ul><li>Can it be seen </li></ul><ul><ul><li>SEO, Page ranking, Blogs, etc </li></ul></ul>
  25. 25. Tactic 6 – Referrals <ul><li>The Ultimate Lead Generation Tool </li></ul><ul><li>Different from “Word of Mouth” </li></ul><ul><li>Have a Strategy </li></ul><ul><ul><li>Always ask </li></ul></ul><ul><ul><li>Make it easy </li></ul></ul><ul><ul><li>Reward Referrers </li></ul></ul>
  26. 26. Tactic 7 – Telephone <ul><li>Outbound </li></ul><ul><ul><li>Cold calling (never) </li></ul></ul><ul><ul><li>Telemarketing agency </li></ul></ul><ul><li>Inbound </li></ul><ul><ul><li>Scripts </li></ul></ul><ul><ul><li>Interactive Call to Action </li></ul></ul><ul><ul><li>Don’t Sell – set appointment </li></ul></ul>
  27. 27. We will now focus on just 2? <ul><li>Marketing - Providing a constant flow of quality leads. </li></ul><ul><li>Sales – Converting the leads into customers, in the shortest time, with a maximum lifetime value. </li></ul>
  28. 28. Converting Leads to Sales Prospects Customers Identifying – 10% Valuing – 25% Qualifying – 50% Negotiating – 75% Implementing / Supporting Lead Generation A good sales process ensures best sales practices get repeated
  29. 29. Converting Leads to Sales <ul><li>What problem or desire does the product address? </li></ul><ul><li>What does addressing that issue enable the purchaser to do? </li></ul><ul><li>Can the buyer assign a value to that new capability? </li></ul><ul><li>When ideally do they need this by? </li></ul><ul><li>What is the cost of doing nothing? </li></ul>
  30. 30. Definition of the 3Rs <ul><li>Solution Payback is expressed in terms of at least one of the following: </li></ul><ul><ul><li>R evenue Growth </li></ul></ul><ul><ul><li>R eduction in costs </li></ul></ul><ul><ul><li>R egulatory Requirements </li></ul></ul>
  31. 31. Sales Cycle 1 – Identifying – 10% <ul><li>Solution payback mapped to 3Rs </li></ul><ul><li>Champion Identified </li></ul><ul><li>Timeline to Purchase agreed </li></ul>
  32. 32. Sales Cycle 2 – Valuing – 25% <ul><li>Champion Visualizes 3R payback </li></ul><ul><li>Agreement to meet Decision Maker/s </li></ul><ul><li>3R Stakeholders Identified </li></ul>
  33. 33. Sales Cycle 3 – Qualifying – 50% <ul><li>Decision maker confirms 3R payback </li></ul><ul><li>Evaluation criteria and plan agreed </li></ul><ul><li>Method of Finance agreed </li></ul>
  34. 34. Sales Cycle 4 – Negotiating – 75% <ul><li>Evaluation criteria met or exceeded </li></ul><ul><li>Verbal agreement from DM </li></ul><ul><li>Contracts with Legal and Purchasing </li></ul>
  35. 35. Converting Leads to Sales
  36. 36. Thank you for Participating <ul><li>Your Business Growth Specialists </li></ul><ul><ul><ul><li>Increasing Your Sales </li></ul></ul></ul><ul><ul><ul><li>Delivering More leads </li></ul></ul></ul><ul><ul><ul><li>Coaching Leaders for Success </li></ul></ul></ul><ul><ul><ul><li>Motivating teams and groups </li></ul></ul></ul>www.3r.ie
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