Hunt and Kill Business Development with No Casualties

Business Development: Hunt and Kill Selling With No Casualties
Presented By: Dawn Marie Yankeelov
Date: Oct. 20, 2009
10/19/2009

You Wake Up to a World of…..
I need to close some new sales!!!!
It’s ok, but I would like to expand my book of business.
I’m hanging on--tired of the same old plan that barely works.
New product or service, now what?!
10/19/2009

Who are my targets?
Narrow the pool of targets. Get serious about figuring out who can make the buying decision. At least an annual process.
Learn. Always learn about the industry you are in. What are you reading?
Get motivated. What gets you motivated? Who gets you motivated? Go visiting.
Health. Enter some new spaces. What are you doing for your health?
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Introduce Yourself!
Reminders of Merit:
Remember to state your name. Your title. Your company.
Remember to say what that company does.
Something relevant to today’s marketplace with regard to your product or service.
Best way to reach me.
If need be, write on the business card, yours or his/hers!
GO!
10/19/2009

On Finding the Target
Hire a professional. Competitive intelligence and analysis.
The internet—Why do people say, “Think Globally, Act Locally?” Even the library is online.
New product or service? Need a focus group or one-to-one interviews in the field?
Can your customer service people tell you?
What about other departments
in the company?
10/19/2009

In Your Target Toolbox
Quantcast. Alexa.com. Google Analytics.
Jigsaw. ZoomInfo. Spoke. Spock. Wink.
Saleforce.com for Non-profits.
Google Alerts. RSS feeds. Newsletters. 80 Legs.
Plaxo Pulse. Twitter. Facebook. Xing. Linked In…DON’T JUST JOIN. USE FOR RESEARCH.
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10/19/2009

Your Sourcing Strategy: Connections
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10/19/2009

Don’t Abandon What Works
Direct Mail Still Works
Conference Attendance
Radio, TV Advertising
Trade Directories
Email
Even Thank You Notes
Cards on Holidays
Facebook Birthdays
Write! (blog) Speak! (PR)
10/19/2009

Hallmark has got the right idea
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Surfing the Job Sites for Intel
Find the companies that are doing something—those are targets
Read the literature from the competition—how are they telling their story? Case studies, white papers.
Talk to other people’s sales reps at trade shows, at networking functions
The value of the buffet line at the next event
10/19/2009

The Sales Booster: Using Video to Enhance Messaging
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Sales Policies
Maintain integrity of logo on sales materials
Use your website, and social media addresses on email signature
Be polite and say thank you
Ask for the referral
Offer “rewards” for referrals
Recognize excellence—awards internally and externally
Webinars for demos
10/19/2009

Need a Quick Fix This Week?
Call five customers you haven’t in the last six months related to seasonal changes
Send five quick links of interest to almost sales and followup with some dialogue about it
Invite five people to join on a social network, online or offline
Offer a product or service add-on to what you recently sold to existing accounts
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Be the Expert: Q & A
Gerson-Lehrman Groups
Linked In
Facebook Groups
Allexperts.com
Answers.yahoo.com
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Business Development Mantra: Follow Up
Myth: Nothing changes in 90 days.
Myth: New information doesn’t matter. Product upgrade or new service merits another contact point.
Myth: A year ago they weren’t ready, so why bother?
Myth: The old CEO didn’t care—why would the new one be any different?
10/19/2009

Where Communication is Going: wave.google.com
Google Wave is "a personal communication and collaboration tool" announced May 27, 2009.
It is a web-based service, and communications protocol designed to merge e-mail, instant messaging, wikis, and social networking.
It has a strong collaborative and real-time focus supported by extensions that can provide, for example, robust spelling/grammar checking, and automated translation between 40 languages.
A "preview release" of Google Wave was extended to about 600,000 users by October 15, 2009 since September 30, 2009, with the initial 100,000 users each allowed to invite up to eight additional users.
10/19/2009

Ways to Follow Up:Low Tech
Make a plan for a meal—breakfast, lunch, and dinner
By phone and ask for a time on a particular day
“Will be in your area” next week on this day
Email reasons why we should get together and name a time and place that works for you
Treat it like a meeting for acceptance or rejection
The referral email, fax or Fedex
10/19/2009

The Problem with Sales Calls
Poor plan of action—What are you going to do in the meeting?
No presentation of product benefits and value proposition
No case studies or white paper of explanation
Letting the new guy give the presentation
Letting the IT guy give the presentation
Not talking in terms that the client understands
—what are you saying?
10/19/2009

Making the Case: Healthcare
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The sales contract—Another foible waiting to happen
Do you have a standard contract?
Can you “templatize” what is being offered?
As a consultant, can you keep it short with standard terms?
Do you have references ready to go?
Do you know where your company backgrounder is?
What about your team’s qualifications?
Can you produce a contract when it is time to close? Is this dependent on someone else? Get control!
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Expecting Too Much from the Potential Customer
Just answer these 25 pre-questions before the meeting in email….
Can we have our new team member fly in for the presentation at your expense? Let’s reschedule.
Let’s use a new technology tool for the meeting presentations—only three downloads. It’s a beta version and very cool.
10/19/2009

Get Organized: Where’s the Meeting?
Make sure all team members have a Google or Mapquest map to get there
Calendar requests? Who have you CCd?
Run-through in the office for new demos, videos, slide decks, or white papers
All materials seen in advance for the meeting
Business cards for new team members
Key messaging by all of sales team
10/19/2009

Business Templates Online and Ready to Go
http://office.microsoft.com/en-us/templates/CT101527321033.aspx
10/19/2009

Wanna Read?
@breakingnews
Zensify.com for iPhone (aggregates all social networks you have)
Anything by Malcolm Gladwell–Outliers, Blink, Tipping Point etc…
www.bizjournals.com
“How To Sell When Nobody’s Buying (And How to Sell Even More When They Are)” by Dave Lakhani, 2009
10/19/2009

Remember…
“Success is a journey—you do it by climbing one step at a time and one day at a time.”
—Paul J. Meyer
10/19/2009

Do unto others…
Send a link of interest…start a conversation
Ask if the customer needs a referral
Flip a sales call to you into a customer…how can your firm help them?
Be available for counsel
Review that resume, find that email address for someone, be that voice that shows someone what next….
10/19/2009

Connect
Twitter: @dawnyaspectx
Linked In: http://linkedin.com/in/dawnyankeelov
Facebook: Dawn Yankeelov
You Tube: searchAspectx or Yankeelov
www.aspectx.com, dawny@aspectx.com
medX12talk.wordpress.com
Also found in Plaxo Pulse, PRSA’s Ning site, and so forth
10/19/2009

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Hunt and Kill Business Development with No Casualties

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Hunt and Kill Business Development with No Casualties — Presentation Transcript