2. If the Boss Said,“ I want 1,000 qualified new prospects
in the pipeline by the end of the week or your fired!
What would you do?
• Have a major anxiety attack.
• Jump on the sales staff and tell them to make 50
cold calls every day.
• Call up the Marketing Department and tell them
to get you 1,000 qualified prospects – fast!
• Politely tell the boss that we need to build an
Enhanced Database(d) Prospecting
System. It will be almost an exact copy of
what is being used by the Fortune 500
companies. It will have the same data
sources, software and methodologies. The
risks are minimal and the costs are low. It is
compatible with any CRM system.
robertjfulmer.com
3. “He who steals from me steals twice.”
Translation: Don’t Re-invent the Wheel
• Trained in Lead Generation as a Consultant for
Sprint Integrated Marketing Services. Custom
database work for 50+ of the Fortune 500 Firms.
• Worked with the Fortune 500 Firms and know how
they find qualified prospects and make money.
• We can copy their methods and even use the same
data sources, software, and data mining models to
get the same positive results. It’s all been tested.
• Use Existing CRM Systems like Salesforce.com
• Copying what works is ethical, legal and pragmatic.
robertjfulmer.com
4. You may not know me – but you know my past clients:
• Sprint Integrated Marketing Services – Database Marketing
Consultant Blue Cross Blue Shield, Fannie Mae, Sony,
Playboy Enterprises, The Washington Post, Cable One TV,
Paralyzed Veterans Association.
• Leading National Advertisers – New York - Vice President of
Marketing and Product Development. Supervised the Custom
Reports Division –Wrote Custom Reports for NBC, ABC,
CBS, CNN, FOX, Hearst, McGraw Hill, New York Times.
• The American Newspaper Publishers Association (ANPA)
Database Marketing Expert for the Newspaper industry.
Supervised all the Circulation Research and wrote case
studies on New Product Development. Built the prototype
AMCIS system for Gannett.
robertjfulmer.com
5. Here are some of the sales problems
that I can solve:
• Lack of enough qualified leads in your sales pipeline.
• Many current leads are not good – wasting sales people’s time.
• Conversion Rate to Sales is bad because of bad credit.
• Not having a steady pipeline of qualified prospects that you sales staff can
work on.
• Response rate to tele prospecting, email, direct mail is not good.
• Metrics are distorted because of bad data in CRM System.
• Sales campaigns are not working well – need troubleshooting.
• Sales Staff needs help in tele prospecting scripts, offers and pre-calll
communication, sales training, appointment setting.
6. If your sales are flat the first thing you need is a list of qualified
prospects that closely match your “good” customers. When the
Fortune 500 need customers that data-mine first and then sell them.
• You may not like it but every business and consumer exists
in multiple compiled databases and they have tons of data
on you and your business.
• 17 Million Businesses and 230 Million Consumers.
• Business Database has SIC or NAIC Codes, number of
employees, key executives Names, Titles, 27 million email
addresses, annual revenue, credit Score, 25 Spending
Categories and anything else they can capture.
• Consumer Databases can have 250+ fields of data.
• When big businesses need more customers, they data mine
first to find the best qualified prospects and then allocate
their marketing resources correctly.
robertjfulmer.com
7. My background includes data mining and I can handle this for
you. There are only 2 outcomes and we want businesses that
match the profile of the positive outcomes = good customers.
• Positive Outcomes
• Positive Dependent
Variable:
• Closed Sale
• Prospect Paid their Bill
• Prospect Bought Again
and Referrals
• Negative Outcomes:
• Negative Dependent
Variable
• No Sale
• Bad Pay Customer
• Bad Reference
• Bad Review on Internet
robertjfulmer.com
8. Predictive Modeling Got is Start in Epidemiology
in the 1930’s with the US Government
• Positive Dependent Variable:
The Patient Got Better
Positive Independent/Predictor
Variables:
The Hospital
The Doctor
The Drugs and Dosages
Other Treatment variables
Patient Age, Gender, Weight
• Negative Dependent Variable:
The Patient Died
Negative Independent/Predictor
Variables:
The Hospital
The Doctor
The Drugs and Dosages
Other Treatment variables
Patient Age, Gender, Weight
robertjfulmer.com
9. Prospects that closely match or are exact
opposites of your positive customer profile are
the easiest to identify.
Predictive Power of Models
Strong
Negative
Average Strong
Positive
Correlation +1.0-1.0 Correlation
Positive
Customer
Profile
Negative
Customer
Profile
.
robertjfulmer.com
10. Database Marketing Selection of Best Qualified Prospects Most
Likely to Buy and Pay their Bill from Compiled Databases
Find the prospects
most likely to
respond by using a
data mining model based
on your good customer’s
profile.
robertjfulmer.com
11. Before the “big data firms” will touch your customer file they
have to clean, de-duplicate and correct the addresses. The
bad data in your file can be hurting your sales efforts.
• Most sales people are bad at data entry.
• 42% of organizations have made no effort to measure or
monitor the quality of their data.
•
• 33% Rate the quality of data as poor only 4% rate their
quality as excellent.
• 63% Have no Idea what the quality of their data may be
costing them.
• 17% Have no plans to implement a data quality initiative.
• State of Data Quality Today – Research Study Sponsored by
Pitney Bowes – Info USA Source
robertjfulmer.com
CRM Database and
Mailing lists are
Probably Dirty
12. “Raw” Leeds come from multiple sources – Marketing, Sales and Data-
Mining. It must be cleaned and standardized before “Big Data” will touch it.
Advertising &
Public Relations
Web Site &
Internet
Reviews by 3rd Party
CRM
Database
Mobile Web Site
Social Media
Blogs - Interactive
Data Mined
Prospects
Sales Generated
Prospects
Sales Call
Proposal +Close
Referrals/Channels
Networking
robertjfulmer.com
Push = SalesPull = Marketing Cross Channel Analytical Reports
Can be Generated by Data Firms
13. The Internal Customer Database and the External Databases
Have Different Kinds of Information and must work together.
• CRM System
• All your Customers and Prospects with
Contact History
• Company Names, Address, Contact
Names, Gatekeeper Names
• Objections, Competitive Information,
Current Vendors, Proposals, Notes, emails
• Customer Purchasing History
• Many other variables and data points
• Can be measured with Metrics of all kinds
• May have Analytical Software
• Compiled Database
• 95% of All Businesses
• Company Information
• Contact Information
• Spending Data
• 27 Million Email Addresses
• 140 Geo Demographic Clusters
• Over 10,000 Proprietary Lists
• Full Analytical Department with
Statisticians and Data Mining Experts
• Latest Software for Database(d)
Marketing and Cross Channel Analytical
modeling
robertjfulmer.com
Internal Data External Data
14. The internal CRM database is sent to the “Big Data Firm” where they clean it,
build data mining models and return an enhanced file.
Internal Customer Database
Dirty File
Enhanced Customer Database
Clean File
• Save all your Customer and Prospect Data
• Cleaned File with Corrected Addresses
• Flag Out of Business Prospects and Bad Credit
• Append Spending Data for your Product Category
• Use Data Mining Algorithm to Select Best Prospects
• Create a file of missing “Best Prospects”
• Create a file of “Underperforming Customers”
• Append Contact Name, Title and Email when Possible
• Append Other Helpful Data – only as neededrobertjfulmer.com
15. Enhanced Database(d) Prospecting
Identify
Qualified
Prospects
Communicate
to Qualified
Prospects
Appointments
With Qualified
Prospects
Number
of Active
Deals
Sale Made
Prospect
Market
Enhanced Database(d) Prospecting
improves the efficiency at the “top” of
the sales efficiency slide...
...by augmenting and
amplifying the lead
generation of the sales staff
robertjfulmer.com
16. The Sales Efficiency Slide
• Inefficiency comes from
– Chasing non-qualified
prospects
– Spending too much time
finding and qualifying
prospects
• Sales efficiency increases as
you make your way down the
slide
Tele-Prospect
Qualified
Prospects
Pre-Call
Communication
Set Appointment
Appointments
With Qualified
Prospects
Number
of Active
Deals
Sale Made
Prospect
Market
robertjfulmer.com
17. With Enhanced Database(d) Prospecting there are
3 Primary Sources for Leads
Marketing Leads Sales Department Leads Data Mined Leads
They are contacting you
They know some things about
the company and your products
Tele-qualify
Set Appointment
They may not know you
They are not calling you
Pre-Call Research is needed
Pre-Call Communication
Get Past Gatekeepers
Tele-Qualify and Set Appointment
They may not know you
They are not calling you
Pre-Call Research is needed
Pre-Call Communication
Get Past Gatekeepers
Tele-Qualify and Set Appointment
Hot Leads
Easy to Sell
Business Demographics may
be good or bad.
Often are the largest customers
Require work to sell
Business Demographics are usually
good – they are qualified on this.
Often are the medium and small
customers that sales has missed
Require work to sell
18. Now that you have 1,000+ Qualified “Raw” Prospects
You have to figure out how to sell each one – they are all unique
• These are raw prospects that you have to tele-prospect.
Ideally many of these decision makers are different than the
names that are “over-sold by” the lead services.
• Start with information on your enhanced CRM Database.
• Go the prospect's website and do some more research.
• Call the prospect only to ask permission to send information
and sound like a data entry clerk so you can confirm or
correct the name and title of multiple decision makers.
• Research the decision makers on Google and LinkedIn.
• Determine if you want to use Pre Call Communication.
• Set the appointment - Don’t screw it up!
• Apply your version of the “Power Prospecting Model”
robertjfulmer.com
19. Most of this presentation has been high tech
However, selling is up close and personal
Setting appointments and Selling are skills
Convince the prospect to meet with you
Establish Rapport with the prospect
Get them to tell you their pain or needs
Customize your presentation to what they need
Identify objections - overcome objections
Create Urgency and build desire
Ask for the order and close the sale
Button up the sale and process the order.
20. Read “Power Prospecting” by Patrick Hansen
The Power Prospecting Model – Page 96
(This book tells you how to set quality appointments)
• Unique Selling Proposition
– A message based on the most unique product feature, service offering, or
benefit capability.
• Power Benefit Statement
– The opening statement of a tele prospecting call that gains attention,
generates interest and advances the sale.
• DNA Selling Method
– A questioning methodology that follows a rational probing sequence for
qualification based cold calls.
• Commitment Based Close
– A closing strategy that gains mutual agreement to specific action and
establishes the next step of the sales process.
robertjfulmer.com
21. It All Comes Back to Sales Efficiency
• Create a Pipe Line of high quality leads
from marketing, sales and data mining
that can be cleaned up and turned over to
the sales staff.
• Dig up your own leads that have not been
over-sold by the lead services.
• Can vary the number of leads to meet
sales force needs.
• Apply Power Prospecting Methods to Pre-
Qualified Prospects generating real
appointments with real buyers. Customize
the message and sell like a professional.
• This will create a larger umber of active
deals. You should get some of the hidden
prospects that have not requested
multiple RFP’s.
robertjfulmer.com
22. Don’t Forget the 80 – 20 Rule and the 90 – 10 Rule!
Make Sure you have enough good deals to be able to walk away from
the bad customers. Qualified prospecting can protect your firm.
• 20% of your customers probably account for
80% of your revenue.
• 10% of your customers are the low margin
customers with bad credit and or bad manners
which can account for 90% of your problems.
• Stay away from the really bad deals and people!
!
robertjfulmer.com
23. It all comes down to money.
You may like to have me selling and generating
new business for you either as a consultant or full time.
• Executive Sales
• Sales Management and Sales Training
• Lead Generation Systems
• Business Development
• fulmerrobert@verizon.net
• 240- 328-5846
robertjfulmer.com
