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nurturemarketing.ppt
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nurturemarketing.ppt
nurturemarketing.ppt
nurturemarketing.ppt
nurturemarketing.ppt
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  • Before we get started: Cell Phones to Vibrate Airplane Exits
  • Our two tenets for success are Customer Centric Selling Nurture Marketing Mention Microsoft Adoption Sometimes at odds with each other but what is new in Sales & Marketing !
  • THE DILEMMA Being a reformed bag-carrying salesman and recognizing that the first step to recovery is admitting ones errors in life then: I am guilty of living the life in 30, 60, & 90 day forecasts. We currently have 16 salespeople at InSource Solutions and they all are running very hard pulling every piece of low-hanging fruit they can get their hands on. But no matter how hard you shake the tree – you won’t shake an unripe prospect and Unripe fruit clings to the tree and the tree clings to the unripe fruit How do we Hunt while we farm? Marketing’s role is to Sow, Seed, Water, Fertilize, while the hunters hunt so when they turn around they have a field of prospects ready to hunt again.
  • And not spending an inordinate amount of time, effort, money at it ! Ray Kroc: If you work just for money, you'll never make it. But if you love what you are doing, and always put the customer first, success will be yours.
  • Use your SalesLogix database or other databases to look at trends. If you are not using opportunities then start doing it ! Geographic Industry Product Buys
  • Henry David Thoreau: You must not only aim right, but draw the bow with all your might. It is important to understand a few terms before we get too far looking at Nurture: First – what is a customer Second – What is a suspect And . . . . .
  • What is a prospect? This is one we pass on to sales – this is where your sales teams use their specific sales methodology. At InSource Solutions, we use Customer Centric Selling – the extension of Solution Selling. Everyone in the sales channel is trained and retrained on this methodology.
  • See Slide
  • It needs to be part of the culture of the organization or it will fail. Use Customer Service Thanksgiving Story Dale Carnegie: Quotations: Sales When dealing with people, remember you are not dealing with creatures of logic, but creatures of emotion.
  • This is the hardest part – the unique aspect of it.
  • This is the most important part of Nurture Marketing Reference Only: This is a concept that is prevalent throughout all of Covey's books and I think it is one that everyone immediately can recognize as a feeling they have for their relationships with other people. Basically it is this: you have an account (like a bank account) with every person in your life and when you do something positive it is a deposit into that account and when you do something negative it is a withdrawal. Although the concept is simple, it comes in handy when you are planning your week. You consciously go through each person that is important to you and consider how your Emotional Bank Account with them stands. If you just spent a warm, intimate vacation week with your lover, then that account is full. If you haven't talked to a client in two weeks and the last time you met with each other there was a slight misunderstanding between the two of you, then that one is low. For all of your accounts that are low, you plan some kind of deposit or a number of deposits (call your client and ask him how he is doing and really listen for ten minutes or so, that's all, no strings attached, just deposit into that Emotional Bank Account). It is amazing how effective this is if you do it over time. You find that you can maintain many relationships at a high trust level just by paying attention to the state of the relationship in the form of a bank account. Simple and effective.
  • Remember the Thanksgiving Story
  • Drip Irrigation (Marketing) through Action Planning High value contacts through personal and personalized mailings that your clients will remember Full of nutrients that show that you understand their business and their pain points Lumpy Metaphors to get your messages opened and read Regular messages, on a regular basis, that your customers, prospects, and suspects will anticipate Who doesn't want to get nurtured…it’s human nature!
  • - Series of personalized letters - Orchestrated through SalesLogix - Supported by Metaphors - Supported by Meaningful Gifts Let’s take a look at one from beginning to end !
  • See Slide
  • Target: Operations and Plant Management Purpose: Identify, Individualize and Interact with Management Level Operations Execs - Fill & cultivate pipeline - Identify early adopters & True Believers - Build Awareness of InSource and MIG - Establish position & differentiate InSource - Drive Proactive Sales
  • Key Client Issues Decreasing Manufacturing Operating Downtime Increasing Production Overall Equipment Effectiveness Increasing Product Output Quality Integrating manufacturing systems to business systems Providing executive dashboards to run their business
  • Strategy - Identify, Interact & influence key manufacturing decision makers - Guide InSource in communicating with them in a way that will prime the pump without eroding Account Execs. efforts - Leverage SalesLogix to provide an efficient methodology for running automated action plan processes
  • “Is your operating efficiency trapped in the manufacturing business intelligence maze?” 1 st Paragraph: Today’s marketplace is saturated with productivity and automation solutions. Add the complexities of your unique industry and operations, and the challenge of improving operational productivity while determining the right course for your business becomes nearly daunting, you know it and I know it. Trying to decipher all the proposed magical technology solutions and promises is often like being trapped in an efficiency maze. Also send our company brochure
  • “ I have a simple but strong belief. The most meaningful way to differentiate your company from your competition, the best way to put distance between you and the crowd, is to do an outstanding job with information. How you gather, manage and use information will determine whether you win or lose.” — Bill Gates 1 st Paragraph: With those words quoted above, arguably one of this century’s most visionary leaders opened his latest book, Business @ the Speed of Thought . Creating unique, memorable customer experiences often demands flexible, custom solutions. Only you know exactly what information system, when implemented in your business, will make the difference between mediocre performance and dynamic growth and success. But hopefully the enclosed summary will spark your imagination.
  • “Worry is often the price you pay for a problem you have yet to solve” – Frederick Tucker, Jr. 1 st Paragraph On a recent vacation trip a friend came across this little set of dolls. The vendor told him a fascinating story about Guatemalan Mountain children who place almost magical powers on these tiny figures to help them ease their worries. The legend has it that by simply assigning each doll a “worry,” and placing it beneath their pillow, the child would be tapping into some super-natural source of powerful solutions and be able to go to sleep peacefully and let the dolls do the worrying. As my friend excitedly explained the dolls’ purpose to me, I began to realize that our manufacturing software solutions design team at InSource often plays a similar role in clients’ lives. Also, we send the “Optimizing the Factory Floor” Article
  • “To face tomorrow with the thought of using the methods of yesterday is to envision life at a standstill. To keep ahead, each one of us, no matter what our task, must search for new and better methods – for even that which we now do well must be done better tomorrow.” -Alexander Graham Bell Send Wonderware Greatest Hits CD 1 st Paragraph Visibility into what is happening or about to happen. Many organizations go from day to day and have no idea why the day before was better than another. Without that visibility, repetitive success is impossible and process improvement is a shot in the dark. On the enclosed DVD are brief conversations with manufacturing executives who have found unique ways to tackle and resolve these issues with measurable success.
  • The purpose of a follow-up call at this point is to give sales execs a valid reason for a follow-up call and provides an opportunity to gain new information about existing and future opportunities. - Introduce self - Reason for call “As your personal contact at InSource Solutions, I know how busy your life is and I only wanted a couple of minutes to say hello personally and to get an update from you about your manufacturing automation plans.” “I've been writing to you and I wanted to ask if the materials we send seem relevant and if it's acceptable that I continue to stay in touch that way.” “I wanted to suggest we might meet for lunch if you feel it appropriate and go over any plans thus far. Would a face to face meeting be helpful? (Use your sensitivity to determine the appropriateness of this approach.)” “(If No Lunch) Is there anything we could do that would be of value to you at this point?” “Cordial closing comments and articulate appropriate next steps.”
  • “ Any kind of knowledge gives a certain amount of power. A knowledge of critical details has served many in avoiding a crisis. A knowledge of details has often caught an error before it became a catastrophe.” — Malcolm Forbes 1 st Paragraph: The process manufacturing business has changed dramatically in recent years. Manufacturing companies now face the challenges of a global marketplace where every part of the operation must become more efficient to enhance the bottom line. Its common sense—you can’t control what you can’t measure, yet process manufacturers that pride themselves on the tight quality control of their products have not applied the same principles to the control of their plant automation systems. According to Ian Mitroff, one of the world’s leading experts on crisis management, the rise in the crisis rate is due to an ingrained “it-can’t happen –to-us” mentality—which, in turn, leads to a total lack of preparedness for crises.
  • “ Skepticism is a Weapon It Deflects Spin, Propaganda, and Anyone with a Hidden Agenda Skepticism is a Quality Shared by Truth Seekers, Free Thinkers, and Realists. Skepticism Makes the World Accountable Skepticism is a Virtue and often keeps you from buying a pig in a poke.” — Jack Welch, GE 1 st Paragraph: Ever wonder where that old "Pig in a Poke" saying began? They say it originated over a hundred and fifty years ago in Ireland during a famine. Since there was scarcely any food at the time, farmers took their surplus suckling pigs to sell at market in burlap bags called pokes. Occasionally some sneaky farmer substituted a barnyard cat for a piglet, ultimately teaching the buyer it wasn't good business to buy a "pig in a poke" without first taking a careful look within. Otherwise, you might not “bring home the bacon.” It pays to be skeptical these days. Imagine all the solicitations you receive from firms offering manufacturing intelligence technology and infrastructure solutions to exploit the explosion of changing opportunities. Potential solutions seem to be coming out of the woodwork.
  • “Even a master craftsman would be hard pressed to produce outstanding results with broken, rusted or obsolete tools.” - Tom Watson, IBM 1 st Paragraph: Imagine your plant perfectly in sync. Whether you’re in the business of making chocolate chip cookies or homogenizing milk, producing cancer-treating drugs or processing waste water, we know the careful balance needed to ensure profitability in your unique manufacturing environment. We’ll guide your plant to the most flexible, robust, modular, platform-independent solutions available. We identify and partner with the best-of-breed suppliers offering more integrated modules that can take your solution much farther. We enable you to find the right mix, supporting the manufacturing process by adapting the appropriate plant intelligence tools and controls including Hardware Solutions Insight, Intelligence To Keep Your Business Moving
  • “The fundamental qualities of good execution of any plan are first, naturally, intelligence, then discernment and judgment, which enables one to recognize the best methods to attain it; then singleness of purpose, and lastly, what is most essential of all, will—stubborn will .” — Lee Iacocca 1 st Paragraph: From “unexpected” production results to missed market opportunities to product launch disasters, we’ve come to accept uncertainty as an unavoidable fact of business life. But Kenneth G. McGee argues that even the worst business surprises rarely happen without warning-and that a few vital pieces of information can make all the difference in whether an event spells disaster, or opportunity.
  • “ Ignoring change is much like running $100 dollar bills through a paper shredder.” — Malcolm Forbes 1 st Paragraph: I found a short article the other day that dealt with the way people deal with change. The writer talks about how our personal and professional lives are being constantly accelerated by the speed of information itself and the rate of technology change surrounding all of us. While they say that computers are supposed to allow us to manage information and communications better, the speed of that learning curve is moving most of us into an overload state at an ever-increasing rate.
  • “Staying competitive requires an elevated insight into a manufacturer’s dollars & sense. It almost requires a crystal ball.” - Michael Hammer 1 st Paragraph: Staying competitive in the fierce global economy requires an elevated understanding of manufacturing’s dollars and sense. The ability to monitor, measure and analyze the performance of factory automation systems through cutting edge Manufacturing Intelligence (MI) systems can help manufacturers fine-tune production processes and keep pace with shifting market requirements.
  • Communicate with the right people, with the right message at the right time Direct Mail, and E-Mail Adding Dimension to your messages to achieve top of mind awareness so that clients, prospects and suspects buy when they are ready
  • At the end of the Day – the net result we desire is to “Occupy Top of Mind” and as David Ogilvy said: “Repetition is the mother of Top of Mind”
  • Transcript

    • 1. Nurture Marketing Thomas J. Barczak InSource Solutions tbarczak@insourcess.com
    • 2. Current Marketing Activities <ul><li>Newsletters </li></ul><ul><li>Direct Mail </li></ul><ul><li>On-Line Weekly Webinars </li></ul><ul><li>Seminars </li></ul><ul><ul><ul><li>Mass Appeal </li></ul></ul></ul><ul><ul><ul><li>Targeted Topics </li></ul></ul></ul><ul><ul><ul><li>Major / Minor </li></ul></ul></ul><ul><li>User Conference(s) </li></ul><ul><li>Telemarketing </li></ul><ul><li>Websites </li></ul><ul><li>Reference Stories </li></ul><ul><li>One to One Correspondence . . . . . . . . </li></ul>
    • 3. The Relentless Pursuit of Low-Hanging Fruit?
    • 4. Learning to Cherish Your Customers, Prospects and Suspects Through Nurture Marketing
    • 5. What is Nurture Marketing at InSource Solutions? A Process, automated through SalesLogix CRM,causing the right people to communicate the right messages to the right people at the right time every time
    • 6. Case Study: Major Software Developer <ul><li>This major software developer sells most of their software products through an international group of 1000s of channel partners. In order to create top of mind awareness in this highly competitive environment this major software developer utilizes Nurture to stay in touch with their partners </li></ul>
    • 7. Why Nurture <ul><li>nurture nur’chur - vt 1: to supply with vital nourish ment 2: to patiently educate 3: to faithfully further and foster the develop ment of. 4: to intentionally and consistently cause someone to feel special 5: syn: see cherish . </li></ul>
    • 8. Step 1 - Know your Customer <ul><li>Identify and profile your best customers </li></ul><ul><li>What makes them your best customer </li></ul><ul><li>Identify the customer segments most likely to value your products or services </li></ul><ul><li>Conduct segmentation analysis to target suspects & prospects </li></ul>
    • 9. Step 1 - Profile Customers & Suspects <ul><li>Customer - Doing business with today or within the last six to twelve months </li></ul><ul><li>Suspect – A potential customer that you believe has a need for your product or service that you have not made contact or the contact was incidental. </li></ul>
    • 10. Step 1 – Profile Your Prospect <ul><li>A potential customer that has given you reason to believe that they wish to be your customer </li></ul><ul><li>The role of your sales team is to convert the prospect to a customer using your unique sales methodology </li></ul>
    • 11. Step 2 - Nurture Works For <ul><li>Complex sales </li></ul><ul><li>Multi-level sales </li></ul><ul><li>Long sales cycle </li></ul><ul><li>Large sales </li></ul><ul><li>Nurture does not work for: </li></ul><ul><ul><li>“ Scatter Bomb” sales </li></ul></ul><ul><ul><li>Retail sales (except High End products) </li></ul></ul><ul><ul><li>Simple sales (snow cones) </li></ul></ul>
    • 12. Step 3 - The Nurture Culture <ul><li>Corporate Mandate </li></ul><ul><li>Nurture your people </li></ul><ul><li>Encourage your entire company </li></ul><ul><li>Develop new nurture approaches </li></ul>
    • 13. The Nurture Philosophy <ul><li>Nurture is: </li></ul><ul><ul><li>Knowing your customers </li></ul></ul><ul><ul><li>Knowing yourself (Your companies products and services) </li></ul></ul><ul><ul><li>Deposits before withdrawals from your customers or suspects; the emotional bank account </li></ul></ul><ul><ul><li>Purposeful targeting of suspects and clients </li></ul></ul><ul><ul><li>A strategy to create Top of Mind Awareness </li></ul></ul><ul><ul><li>A strategy to Fills the Gaps </li></ul></ul><ul><ul><li>A proactive demonstration of your business style </li></ul></ul><ul><ul><li>Defending your spot against competitive attacks </li></ul></ul>
    • 14. Step 4 - Know Yourself <ul><li>Articulate your business values </li></ul><ul><li>What products and services do you sell? </li></ul><ul><li>How are your products used by your best customers? </li></ul><ul><li>What is unique about your company or the products and services they sell? </li></ul>
    • 15. Step 5 – The Emotional Bank Account <ul><li>Deposits before withdrawals </li></ul><ul><li>Make 4 deposits before you ask for a withdrawal </li></ul><ul><li>Nurture involves making deposits and withdrawals but only when there are sufficient funds in the account to justify the withdrawal </li></ul><ul><li>“ How you sell is how you serve” </li></ul><ul><li>Reciprocity – Get something in return </li></ul>
    • 16. <ul><li>Nurture Deposits include: </li></ul><ul><ul><li>Introducing yourself and asking permission to stay in touch with your target audience </li></ul></ul><ul><ul><li>Thanking a customer </li></ul></ul><ul><ul><li>Gifts </li></ul></ul><ul><ul><li>Information to solve their problems, no strings attached for their benefit </li></ul></ul><ul><ul><li>Intelligent way to make a point </li></ul></ul><ul><ul><li>Reciprocity “What goes around comes around” </li></ul></ul><ul><ul><li>Helping them succeed </li></ul></ul>Step 5 – The Emotional Bank Account
    • 17. Step 5 – The Emotional Bank Account <ul><li>Withdrawals include: </li></ul><ul><ul><li>Asking for the sale </li></ul></ul><ul><ul><li>Asking the client for a favor </li></ul></ul><ul><ul><li>Asking the client for space on their desk </li></ul></ul><ul><li>Classical Problems: </li></ul><ul><ul><li>Sales people are not trained to give without expecting something in return </li></ul></ul><ul><ul><li>Customers ask, what’s in it for you? </li></ul></ul><ul><li>Overcoming the Problems </li></ul><ul><ul><li>Orchestrate the contacts </li></ul></ul><ul><ul><li>Train sales on the benefits of giving </li></ul></ul>
    • 18. Step 6 - Purposeful Targeting <ul><li>Drip Irrigation (Marketing) through Action Planning </li></ul><ul><ul><li>High value contacts through personal and personalized mailings that your clients will remember </li></ul></ul><ul><ul><li>Full of nutrients that show that you understand their business and their pain points </li></ul></ul><ul><ul><li>Lumpy Metaphors to get your messages opened and read </li></ul></ul><ul><ul><li>Regular messages, on a regular basis, that your customers, prospects, and suspects will anticipate </li></ul></ul><ul><ul><li>Who doesn't want to get nurtured…it’s human nature! </li></ul></ul>
    • 19. <ul><li>Drip-Irrigation </li></ul><ul><li>Never </li></ul><ul><li>Drip-Irritation </li></ul>
    • 20. Purposeful Targeting: The Importance of Metaphors <ul><li>To get your messages opened and read </li></ul><ul><li>Keep your message in front of your prospect, professionally, intelligently and persistently yielding top of mind awareness </li></ul><ul><li>“ Repetition is the Mother of Top of Mind” David Ogilvy </li></ul><ul><li>View your product or service as positive </li></ul><ul><li>Forgives the trick (Sign the check….) </li></ul><ul><li>Makes your reader smarter </li></ul><ul><li>Curiosity and Involvement </li></ul>
    • 21. Action Plan <ul><li>Series of personalized letters </li></ul><ul><li>Orchestrated through Sage SalesLogix </li></ul><ul><li>Supported by Metaphors </li></ul><ul><li>Supported by Meaningful Gifts </li></ul>
    • 22. InSource Solutions Nurture Action Plan #1 Goal <ul><li>To become the manufacturing intelligence executives opinion leader on achieving operational synergy and efficiency </li></ul>
    • 23. Nurture Action Plan #1 Overview <ul><li>Target: Operations and Plant Management </li></ul><ul><li>Purpose: Identify, Individualize and Interact with Management Level Operations Execs </li></ul><ul><ul><li>Fill & cultivate pipeline </li></ul></ul><ul><ul><li>Identify early adopters & True Believers </li></ul></ul><ul><ul><li>Build Awareness of InSource Solutions and Manufacturing Intelligence Group </li></ul></ul><ul><ul><li>Establish position & differentiate InSource Solutions </li></ul></ul><ul><ul><li>Drive Proactive Sales </li></ul></ul>
    • 24. Nurture Action Plan #1 Overview <ul><li>Key Client Issues </li></ul><ul><ul><li>Decreasing Manufacturing Operating Downtime </li></ul></ul><ul><ul><li>Increasing Production Overall Equipment Effectiveness </li></ul></ul><ul><ul><li>Increasing Product Output Quality </li></ul></ul><ul><ul><li>Integrating manufacturing systems to business systems </li></ul></ul><ul><ul><li>Providing executive dashboards to run their business </li></ul></ul>
    • 25. Nurture Action Plan #1 <ul><li>Strategy </li></ul><ul><ul><li>Identify, Interact & influence key manufacturing decision makers </li></ul></ul><ul><ul><li>Guide InSource Solutions in communicating with them in a way that will prime the pump without eroding Account Executives efforts </li></ul></ul><ul><ul><li>Leverage Sage SalesLogix to provide an efficient methodology for running automated action plan processes </li></ul></ul>
    • 26. Action Plan #1 – Step 1 Days = 0 “Introduction” <ul><li>“Is your operating efficiency trapped in the manufacturing business intelligence maze?” </li></ul>
    • 27. Action Plan #1 – Step 2 Days = 15 “Business at the Speed of Thought” <ul><li>“How you gather, manage and use information will determine whether you win or lose.” – Bill Gates </li></ul>
    • 28. Action Plan #1 – Step 3 Days = 30 “Enough to Worry About” <ul><li>“Worry is often the price you pay for a problem you have yet to solve” – Frederick Tucker, Jr. </li></ul>
    • 29. Action Plan #1 – Step 4 Days = 40 “Words of Wisdom” <ul><li>“To face tomorrow with the thought of using the methods of yesterday is to envision life at a standstill.” - Alexander Graham Bell </li></ul>
    • 30. Action Plan #1 – Step 5 Days = 7 “Nurture Call” <ul><li>Give Account Executives a valid reason for a follow-up call </li></ul>
    • 31. Action Plan #1 – Step 6 Days = 30 “Managing Crisis Before They Happen” <ul><li>“ Any kind of knowledge gives a certain amount of power. A knowledge of critical details has served many in avoiding a crisis. A knowledge of details has often caught an error before it became a catastrophe.” - Malcolm Forbes </li></ul>
    • 32. Action Plan #1 – Step 7 Days = 40 “Why We Are Different” <ul><li>“Skepticism is a Weapon . . . . – Jack Welch, GE </li></ul>
    • 33. Action Plan #1 – Step 8 Days = 30 “Tools for Synchronization” <ul><li>“Even a master craftsman would be hard pressed to produce outstanding results with broken, rusted or obsolete tools.” - Tom Watson, IBM </li></ul>
    • 34. Action Plan #1 – Step 9 Days = 21 “Supply Chain” <ul><li>“ The fundamental qualities of good execution of any plan are first, naturally, intelligence, then discernment and judgment, which enables one to recognize the best methods to attain it; then singleness of purpose, and lastly, what is most essential of all, will—stubborn will .” - Lee Iacocca </li></ul>
    • 35. Action Plan #1 – Step 10 Days = 45 “Fear of Transformation” <ul><li>“ Ignoring change is much like running $100 dollar bills through a paper shredder.” - Malcolm Forbes </li></ul>
    • 36. Action Plan #1 – Step 11 Days = 30 “Grounding Strategy” <ul><li>“Staying competitive requires an elevated insight into a manufacturer’s dollars & sense. It almost requires a crystal ball.” - Michael Hammer </li></ul>
    • 37. Action Plan #1 – Step 12 Days = ?? “Holiday Letter” <ul><li>Feel good correspondence during Holidays </li></ul>
    • 38. Nurture Metaphors In a Nutshell <ul><li>Communicate with the right people, with the right message at the right time </li></ul><ul><li>Direct Mail, and E-Mail </li></ul><ul><li>Adding Dimension to your messages to achieve top of mind awareness so that clients, prospects and suspects buy when they are ready </li></ul>
    • 39. Occupy Top of Mind <ul><li>The process that establishes an emotional relationship with your Customers, Prospects and Suspects so that if asked they will mention your company first when presented with an issue, idea or problem that is solved by your companies product or service. Top of Mind awareness is achieved by: </li></ul><ul><ul><li>Knowing your target </li></ul></ul><ul><ul><li>Knowing how they (may) use your product/service </li></ul></ul><ul><ul><li>Knowing their pain points and how your product/service cures the pain </li></ul></ul><ul><ul><li>Gaining the trust of your target audience </li></ul></ul><ul><ul><li>Best Book – “Bottom Up Marketing” - Jack Trout </li></ul></ul>“ Repetition is the mother of Top of Mind” - David Ogilvy
    • 40. Top of Mind Awareness <ul><li>Advantages: </li></ul><ul><ul><li>When your target has a need for a product or service they think of your company first – When they are ready to buy </li></ul></ul><ul><ul><li>Not dependent on timing </li></ul></ul><ul><ul><li>May not be budget dependent </li></ul></ul><ul><ul><li>Sales people are able to handle a greater amount of customer, prospects or suspects </li></ul></ul><ul><ul><li>Never cold call again </li></ul></ul>
    • 41. Fill in the Gaps <ul><li>Studies show that 20% of sales people are responsible for 80% of the sales </li></ul><ul><li>Studies show that sales people only pay attention to 20% of a company’s customers </li></ul><ul><li>Studies show that a sales person will drop a suspect or prospect after only four ineffective contacts, when 12 may be necessary to make a sale </li></ul><ul><li>Nurture is designed to fill these gaps </li></ul>
    • 42. Orphans <ul><li>These are your customers that are ignored because they don’t represent revenue now </li></ul><ul><li>Those 80% of accounts that drop off of the sales person’s radar screen </li></ul><ul><li>How much money are you leaving on the table? </li></ul><ul><li>Remember that your Orphans many times turn into your competitors top 20% of accounts </li></ul>
    • 43. Slow Adopters <ul><li>Prospects, Suspects or even customers that make their buying decisions slower then the sales organization would like </li></ul>
    • 44. Ironclad Reason to Nurture Slow Adopters <ul><li>Research shows: </li></ul><ul><ul><li>90% of all leads are discarded without contact </li></ul></ul><ul><ul><li>19% are ready to buy within 90 days </li></ul></ul><ul><ul><li>21% are ready to buy: 91days - 12 Months </li></ul></ul><ul><ul><li>14% are ready to buy: 12 Months – 24 Months </li></ul></ul><ul><ul><li>25% are ready to buy: 24 Months or greater </li></ul></ul><ul><ul><li>21% are DUDS </li></ul></ul><ul><li>The cold call sales process allows for abandonment after only 30 Days! </li></ul>
    • 45. Other Opportunities <ul><li>Sneezers </li></ul><ul><li>Whales </li></ul><ul><li>Centers of Influence </li></ul>
    • 46. Remote Locations <ul><li>How many customers, prospects and suspects are not located within a sales territory? </li></ul><ul><li>What is your plan to expand your business relationships? </li></ul><ul><li>Test marketing? Nurture is the perfect way to test a new location. </li></ul>
    • 47. Demonstrate Your Style <ul><li>You really care, don’t you? </li></ul><ul><li>Customer service </li></ul><ul><li>Being in touch with what’s important to your customers </li></ul><ul><li>Being there when they need you </li></ul><ul><li>Predictable behaviors exemplifies reliability </li></ul>
    • 48. Defend your Spot <ul><li>Your competition is going after your customers and attempting to harvest your prospects and suspects…guaranteed! </li></ul><ul><li>Are your orphans at risk? </li></ul><ul><li>Are you forgetting the slow adopters and remote customers? </li></ul><ul><li>How many “A” clients have you lost to the competition? </li></ul>“ Affection is the Antidote for Defection”
    • 49. <ul><li>The Power of Giving First </li></ul><ul><li>The Power of Persistence </li></ul><ul><li>The Power of Leads </li></ul><ul><li>The Power of Process </li></ul><ul><li>The Power of Permission </li></ul><ul><li>The Power of Money </li></ul><ul><li>The Power of Repetition </li></ul><ul><li>The Power of “The Extra Mile” </li></ul><ul><li>The Power of “Drip Irrigation” </li></ul><ul><li>The Power to Nurture </li></ul>The Power Of One To One Nurture Selling
    • 50.  

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