What we’ll cover• Selling … through the years• The Sales Process – different industries• Two Distinctly Different Types of...
Selling …through the years                            3McCarthy & King Marketing
Chasing smokestacks                            One-Step Process 1. In-Person Selling (Cold Calling)                       ...
Enter the telephone                            Two-Step Process 1. Telephone Appointment Setting 2. In-Person Selling     ...
Enter direct mail                            Three-Step Process 1. Direct Mail Prospecting 2. Telephone Appointment Settin...
Enter Email …                            Four-Step Process 1.     Direct Mail & Email Prospecting 2.     Telephone Appoint...
Today’s Sales Process •   Generate leads with direct mail •   Qualify leads by phone •   Explore and present in person •  ...
Different industries Traditional Sales Model      • Lead Generation/Lead Nurturing Contractor Sales Model      • Call for ...
Let’s talk about email Email Prospecting vs. Email Nurturing                            10McCarthy & King Marketing
One Funnel Marketing        11McCarthy & King Marketing
Email Prospecting •   Lists •   Offers •   Landing Pages •   Metrics                            12McCarthy & King Marketing
Email Lists •   Lists are rented •   List owners do NOT release lists •   Start with a customer profile •   Compiled lists...
Email Offers • Whitepapers, ebooks, tip sheets • Webinars, demos, free trials • Even FREE offers aren’t entirely free     ...
Email Sample                            15McCarthy & King Marketing
Email Sample                            16McCarthy & King Marketing
Landing Pages •   After the click, where do they go? •   Do NOT use your home page •   Landing pages are more focused •   ...
Landing Page Sample                            18McCarthy & King Marketing
Email Metrics •   Open Rates and Click-Thru Rates •   Response Rates (leads captured) •   Qualified Response Rates •   Ord...
Email Nurturing •   Email Service Providers •   Building a House List •   Automated Emails •   Stepped Emails •   Email Ne...
Email Service Providers • Constant Contact • Aweber • Vertical Response • iContact • Mail Chimp Most start at $15/month   ...
Building a House List •   Customers, prospects, partners •   Upload Excel files or one at a time •   No rented or purchase...
Capture leads on website                             23McCarthy & King Marketing
Automated Emails •   Create a series of introductory emails •   Build a case for your business •   Set and forget it •   E...
Automated Emails                            25McCarthy & King Marketing
Stepped Emails Determined by the Offer – • Informational Offers (White Paper • Free Activity Offers (Webinars) • One-on-On...
Stepped Emails                            27McCarthy & King Marketing
Email Newsletters •   Demonstrate knowledge, expertise, authority •   Stay simple but frequent •   1 or 2 articles •   Dif...
Newsletter Sample                            29McCarthy & King Marketing
Surveys• Find out what customers and prospects are thinking• Qualify new prospects for their sales potential• Ask customer...
Thank You                            Bob McCarthy                             508-473-8643                       bob@mccar...
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Email Marketing: How to Use Email in Your Sales Process

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Slides from Bob McCarthy's presentation on email marketing at Tech Day Camp - Frankin - Spring 2013.

We all use email in our day-to-day business, but how you use email as a marketing tool is a different story. In this session, you’ll learn how to use email marketing to generate new leads, to nurture existing leads, to convert leads into customers, to produce repeat business and build loyalty with current customers and to reactivate lapsed customers.

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Transcript of "Email Marketing: How to Use Email in Your Sales Process"

  1. 1. What we’ll cover• Selling … through the years• The Sales Process – different industries• Two Distinctly Different Types of Emails• Email Prospecting • Using outside lists• Email Nurturing • Building a house list • Automated email • Email newsletters • Stepped emails 2McCarthy & King Marketing
  2. 2. Selling …through the years 3McCarthy & King Marketing
  3. 3. Chasing smokestacks One-Step Process 1. In-Person Selling (Cold Calling) 4McCarthy & King Marketing
  4. 4. Enter the telephone Two-Step Process 1. Telephone Appointment Setting 2. In-Person Selling 5McCarthy & King Marketing
  5. 5. Enter direct mail Three-Step Process 1. Direct Mail Prospecting 2. Telephone Appointment Setting 3. In-Person Selling 6McCarthy & King Marketing
  6. 6. Enter Email … Four-Step Process 1. Direct Mail & Email Prospecting 2. Telephone Appointment Setting 3. In-Person Selling 4. Email Lead Nurturing 7McCarthy & King Marketing
  7. 7. Today’s Sales Process • Generate leads with direct mail • Qualify leads by phone • Explore and present in person • Stay in touch and nurture with email 8McCarthy & King Marketing
  8. 8. Different industries Traditional Sales Model • Lead Generation/Lead Nurturing Contractor Sales Model • Call for Estimate/Lead Nurturing Retail/Restaurant Sales Model • Customer Nurturing/Loyalty 9McCarthy & King Marketing
  9. 9. Let’s talk about email Email Prospecting vs. Email Nurturing 10McCarthy & King Marketing
  10. 10. One Funnel Marketing 11McCarthy & King Marketing
  11. 11. Email Prospecting • Lists • Offers • Landing Pages • Metrics 12McCarthy & King Marketing
  12. 12. Email Lists • Lists are rented • List owners do NOT release lists • Start with a customer profile • Compiled lists – demographic lists • InfoUSA • Response lists – behavorial lists • Industry trade journals, associations 13McCarthy & King Marketing
  13. 13. Email Offers • Whitepapers, ebooks, tip sheets • Webinars, demos, free trials • Even FREE offers aren’t entirely free • How much contact info to require • Make offer the centerpiece of email 14McCarthy & King Marketing
  14. 14. Email Sample 15McCarthy & King Marketing
  15. 15. Email Sample 16McCarthy & King Marketing
  16. 16. Landing Pages • After the click, where do they go? • Do NOT use your home page • Landing pages are more focused • Repeat the offer • Ask for contact info • Automated lead processing/fulfillment • Don’t forget the Thank You page 17McCarthy & King Marketing
  17. 17. Landing Page Sample 18McCarthy & King Marketing
  18. 18. Email Metrics • Open Rates and Click-Thru Rates • Response Rates (leads captured) • Qualified Response Rates • Order Rates • Cost per Response • Return on Investment (ROI) • Lifetime Value (repeat customer worth) 19McCarthy & King Marketing
  19. 19. Email Nurturing • Email Service Providers • Building a House List • Automated Emails • Stepped Emails • Email Newsletters • Surveys 20McCarthy & King Marketing
  20. 20. Email Service Providers • Constant Contact • Aweber • Vertical Response • iContact • Mail Chimp Most start at $15/month 21McCarthy & King Marketing
  21. 21. Building a House List • Customers, prospects, partners • Upload Excel files or one at a time • No rented or purchased names • Put a sign-up box on your website • Add incentive for joining • Use online and offline methods 22McCarthy & King Marketing
  22. 22. Capture leads on website 23McCarthy & King Marketing
  23. 23. Automated Emails • Create a series of introductory emails • Build a case for your business • Set and forget it • Emails go out to all NEW leads • Fewer leads falling through cracks 24McCarthy & King Marketing
  24. 24. Automated Emails 25McCarthy & King Marketing
  25. 25. Stepped Emails Determined by the Offer – • Informational Offers (White Paper • Free Activity Offers (Webinars) • One-on-One Offers (Meetings/Demos) • Diagnostic/Assessment Offers • Presentation (Trials/Buy Now) 26McCarthy & King Marketing
  26. 26. Stepped Emails 27McCarthy & King Marketing
  27. 27. Email Newsletters • Demonstrate knowledge, expertise, authority • Stay simple but frequent • 1 or 2 articles • Different approaches • News • Opinion • Aggregate Info • Tips • Customer Stories • Q&A 28McCarthy & King Marketing
  28. 28. Newsletter Sample 29McCarthy & King Marketing
  29. 29. Surveys• Find out what customers and prospects are thinking• Qualify new prospects for their sales potential• Ask customers to rate their satisfaction• Telephone and printed surveys still work• Online surveys are faster, cheaper and easier 30McCarthy & King Marketing
  30. 30. Thank You Bob McCarthy 508-473-8643 bob@mccarthyandking.com www.mccarthyandking.com 31McCarthy & King Marketing
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