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SALES DEMAND GENERATION “WORKSHOP” Bret Smith                               “Content Guest” Managing Principal & Senior Co...
KEY TAKEAWAYS   Increase your “prospect engagement rate” by as much    as 100%   Learn how to conduct prospect messaging...
OVERALL PROCESS HISTORY AND OUTCOMESOriginally developed in 2003 for the express purpose ofdriving larger sales opportunit...
HIP SAMPLE CLIENTSComplete Customer List                           Copyright © 1996-2012                                  ...
KEY ASPECTS OF THE H-I-P METHODOLOGY     Uses personalized email as a prospecting tool      integrated with voice prospec...
WHY H-I-P WORKS   Contacting prospects ENOUGH times, in the right context and    in the right rhythm, increases the “pros...
THE H-I-P METHODOLOGY PROCESS MAP                                                                                - 40% of ...
LET’S EXPAND ON THE PROCESS   Initial touchpoint consists of an email personalized to the    specific recipient. Then, at...
CONTINUING THE PROCESS   Touchpoint 4 is a follow-up via email on the    provided collateral.   Touchpoint 5 is another ...
TOUCHPOINT ONE, AN EMAIL   Follows the format of an Executive Summary using bullet    points to hit key points, is very p...
TOUCHPOINT TWO – AN EMAIL   This second email is a shorter and more    concise message, following 3 business days    afte...
TOUCHPOINT THREE AND FOUR –  A PHONE CALL & AN EMAIL   If contact is engaged via voice mail, then:   Leave a recording t...
SUBSEQUENT TOUCHPOINTS   If first 4 touchpoints do not engage the    prospect, then touchpoints are continued    through ...
WHAT DO THESE COMMUNICATIONS LOOK LIKE?                                      Copyright © 1996-2012                        ...
TOUCHPOINT ONE, AN EMAIL   Follows the format of an Executive Summary using bullet    points to hit key points, is very p...
SAMPLE - INITIAL EMAIL TOUCHPOINT                                   Copyright © 1996-2012                                H...
ANALYSIS OF INITIAL EMAIL – SLIDE 1                                     Copyright © 1996-2012                             ...
ANALYSIS OF INITIAL EMAIL – SLIDE 2                                     Copyright © 1996-2012                             ...
ANALYSIS OF INITIAL EMAIL – SLIDE 3                                     Copyright © 1996-2012                             ...
TOUCHPOINT TWO – AN EMAIL   This second email is a shorter and more concise    message, following 3 business days after t...
SAMPLE FOLLOW-UP EMAIL TOUCHPOINT                                  Copyright © 1996-2012                               Hig...
ANALYSIS OF FOLLOW UP EMAIL – SLIDE 1                                     Copyright © 1996-2012                           ...
ANALYSIS OF FOLLOW UP EMAIL – SLIDE 2                                     Copyright © 1996-2012                           ...
TOUCHPOINT THREE:ELEMENTS OF A MEANINGFUL VOICE MAIL      Tone is of a trusted advisor – address in the       familiar (f...
THE INITIAL VOICE MAIL – TOUCHPOINT THREE   “Good afternoon, Ken.”   “My name is John Johnson with Autotask Corporation.” ...
INITIAL PROSPECTING VOICE MAIL –             TOUCHPOINT THREE (SLIDE 1)          Address prospect                         ...
INITIAL PROSPECTING VOICE MAIL –             TOUCHPOINT THREE (SLIDE 2)           Suggest specific    “The next step you a...
TOUCHPOINT FOUR –FOLLOWING-UP YOUR VOICE MAIL   Again, tone is of a trusted advisor – address    in the familiar (first n...
EMAIL FOLLOW-UP TO INITIAL VOICE MAIL –                 TOUCHPOINT FOURSUGGESTED SUBJECT LINE: Ken, here’s the Autotask th...
LAST ON THE H-I-P PROCESS MAP                                                                              - 40% of total ...
REMAINING TOUCHPOINTS   If first 4 touchpoints do not engage the prospect,    then touchpoints are continued through the ...
TOUCHPOINT FIVE – ANOTHER VOICE ATTEMPT    “Hello there, Ken.”    “This is John Johnson again with Autotask Corporation.” ...
THE CLOSING PROSPECTING EMAIL – TOUCHPOINT SIX         Tone of trusted advisor, but with use of “regret”          stateme...
FINAL EMAIL: FOLLOW UP – TOUCHPOINT SIX    SUGGESTED SUBJECT LINE: A last message for now, Ken    Hello once more, Ken!   ...
DEDICATED Q&A TIME                        Copyright © 1996-2012                     High-Impact-Prospecting, LLC
CONTACT US   High-Impact-Prospecting, LLC   90 State Street, Suite 700    Albany, NY 12207   MAIN 1.518.591.4665   sal...
H I P Demand Con Boston Prospecting Workshop 100112
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Transcript of "H I P Demand Con Boston Prospecting Workshop 100112"

  1. 1. SALES DEMAND GENERATION “WORKSHOP” Bret Smith “Content Guest” Managing Principal & Senior Consultant High-Impact-Prospecting™ (HIP) Copyright © 1996-2012 High-Impact-Prospecting, LLC
  2. 2. KEY TAKEAWAYS Increase your “prospect engagement rate” by as much as 100% Learn how to conduct prospect messaging meaningfully, in rhythm and context as well as content and outcomes Easily repeatable persistent follow-on techniques necessary to achieve maximum opportunity response Step-by-step system with illustrative process maps and full examples of both email and voice touchpoint content, and more. Copyright © 1996-2012 High-Impact-Prospecting, LLC
  3. 3. OVERALL PROCESS HISTORY AND OUTCOMESOriginally developed in 2003 for the express purpose ofdriving larger sales opportunities via an “executive appeal”process targeting key personnel in specific organizations.High-Impact-Prospecting’s program and methodology hasdelivered for clients (as measured BY our clients), across 9years of operation:  $90 million in incremental revenue ($15 million in 2011)  Penetration of more than 40,000 organizations  Scheduled over 6,000 meetings. Copyright © 1996-2012 High-Impact-Prospecting, LLC
  4. 4. HIP SAMPLE CLIENTSComplete Customer List Copyright © 1996-2012 High-Impact-Prospecting, LLC
  5. 5. KEY ASPECTS OF THE H-I-P METHODOLOGY  Uses personalized email as a prospecting tool integrated with voice prospecting to inform and educate sales prospects.  Uses voice as a means to “cement” the process and close for next level of interest, and to increase overall outcomes.  Uses informed peer-level appeals targeted towards prospects’ areas of responsibility/interest.  Meaningful messaging in email and voice  Persistent follow-up and engagement with the prospect Copyright © 1996-2012 High-Impact-Prospecting, LLC
  6. 6. WHY H-I-P WORKS Contacting prospects ENOUGH times, in the right context and in the right rhythm, increases the “prospect engagement rate” by as much as 100% - i.e., doubles your potential opps Converged email and voice communications keeps you in front of prospects for a longer period, and the consistent thread of communications helps them remember who you are and WHAT YOU WANT TO DISCUSS – via “meaningful messaging”. This process of persistent engagement in alignment with widely-held industry beliefs as to the most efficacious number & manner of touchpoints needed to achieve response. Copyright © 1996-2012 High-Impact-Prospecting, LLC
  7. 7. THE H-I-P METHODOLOGY PROCESS MAP - 40% of total - 40% of total #responses comes #responses comes - Reference - Reference - 10% of total here - 10% of total here emails I & II. - emails I & II. -ESPP Process page 2: ESPP Process page 2: #responses from this - (email - closing) “__ #responses from this - (email - closing) “__ 6+ “touchpoints” 6 Touchpoints - Mention will be Reference - Mention will be Reference 1st touchpoint. do you have time 1st touchpoint. do you have time sending voicemail sending voicemail6 Touchpoints - Objective: later next week?” - - Objective: collateral that III. later next week?” - collateral that III. Education (detailed). Introduce the Sales Education (detailed). Introduce the Sales “I know sure will “I know “I “will be sure will - Include “will be - Include - 80% don’t read this Rep. (Start the - 80% don’t read this Rep. (Start the you’re you’re y get your collateral. get your collateral. email process of Pass Off) email process of Pass Off) busy…” busy…” b attention” attention” ESPP #1 ESPP #1Sales Rep 6 Touchpoints Messaging I 6 TouchpointsII Messaging Messaging I Messaging III Messaging II IV Messaging III Messaging V Messaging IV Messaging VI Messaging (Email) (Email) (Email) (Phone) (Email) (Email) (Phone) (Email) (Email) (Phone call) (Email) Prospect Prospect Prospect Prospect Prospect Prospect Response is Prospect Response is commits to Update Do Not commits to Update D Yes Yes Yes No Yes No Responds? positive? Responds? positive? meeting with Contact List meeting with Contact sales rep? sales rep? No No No No Yes Yes Perform next Consultative Perform next Consultative ESPP #2 ESPP #2 Messaging in Put prospect Selling Kicks in – Messaging in FillPut prospect out lead sheet Selling Kicks in – Fill out lead sheetSales Rep ESPP #1 line – on Do Not ESPP #1 line – Objective to get on Do Not and include intel Objective to get and include intel wait 3 business Contact List prospect business wait 3 to commit Contact List report prospect to commit report days between or todays(meeting) call between or to call (meeting) touchpoints Unsubscribe with sales rep. touchpoints Unsubscribe with sales rep. Data Services Data Services Group Group Creates lead with intel report attached to Creates lead with intel report attached CRM notes tab on lead, assigned to sales rep. notes tab on lead, assigned to sales r Turnaround within 1 business day. Turnaround within 1 business day. Copyright © 1996-2012 High-Impact-Prospecting, LLC
  8. 8. LET’S EXPAND ON THE PROCESS Initial touchpoint consists of an email personalized to the specific recipient. Then, at a timing of 3 business days apart, subsequent email messages are delivered. If Touchpoint One goes out on Tuesday, then Touchpoint Two heads out on Friday morning, and so on. Touchpoint Three is actually two fold…it consists of an initial attempt by phone to reach the prospect live. Of course, 80% of the time, an outbound call results in leaving a voice mail. The second half of Touchpoint Three is a follow-on email referring to the voice mail left, usually with additional collateral attached, or via hyperlink. Copyright © 1996-2012 High-Impact-Prospecting, LLC
  9. 9. CONTINUING THE PROCESS Touchpoint 4 is a follow-up via email on the provided collateral. Touchpoint 5 is another voice attempt, …and Touchpoint 6 is a concluding email. The entire Touchpoint process transpires over 3 business weeks. Then, we GO AWAY for at least 90 days Copyright © 1996-2012 High-Impact-Prospecting, LLC
  10. 10. TOUCHPOINT ONE, AN EMAIL Follows the format of an Executive Summary using bullet points to hit key points, is very pertinent to the position/individual and the organization, and includes each of the following elements:  Respectful tone  Subject line MATTERS  Opening & Closing Thank you  A “presumptive” statement about Autotask  Mention of companies in their space who we currently work with/serve (optional)  A fairly descriptive, bulleted list of BENEFITS, not features  Initial call to action Copyright © 1996-2012 High-Impact-Prospecting, LLC
  11. 11. TOUCHPOINT TWO – AN EMAIL This second email is a shorter and more concise message, following 3 business days after the first, assuming no response to the initial touchpoint. The subject line, and the body of the message, is a call to action for a specific discussion time by phone, or permission to provide collateral. It restates, “These are the things we can do as experts within our domain”. It also contains a more succinct set of bullets … again stating BENEFITS, not features … Copyright © 1996-2010, High-Impact-Prospecting, LLC Copyright © 1996-2012 High-Impact-Prospecting, LLC
  12. 12. TOUCHPOINT THREE AND FOUR – A PHONE CALL & AN EMAIL If contact is engaged via voice mail, then: Leave a recording that is engaging, professional and consultative in tone Leave a message that is meaningful, and within 30-60 seconds…not just contact information Be value proposition specific Send collateral. Copyright © 1996-2012 High-Impact-Prospecting, LLC
  13. 13. SUBSEQUENT TOUCHPOINTS If first 4 touchpoints do not engage the prospect, then touchpoints are continued through the 6th follow-up at 3-business day intervals. Touchpoint 5 is another call attempt, and Touchpoint 6 is a concluding email. Copyright © 1996-2012 High-Impact-Prospecting, LLC
  14. 14. WHAT DO THESE COMMUNICATIONS LOOK LIKE? Copyright © 1996-2012 High-Impact-Prospecting, LLC
  15. 15. TOUCHPOINT ONE, AN EMAIL Follows the format of an Executive Summary using bullet points to hit key points, is very pertinent to the position/individual and the organization, and includes each of the following elements:  Respectful tone  Subject line MATTERS  Opening & Closing Thank you  A “presumptive” statement about Autotask  Mention of companies in their space who we currently work with/serve (optional)  A fairly descriptive, bulleted list of BENEFITS, not features  Initial call to action Copyright © 1996-2012 High-Impact-Prospecting, LLC
  16. 16. SAMPLE - INITIAL EMAIL TOUCHPOINT Copyright © 1996-2012 High-Impact-Prospecting, LLC
  17. 17. ANALYSIS OF INITIAL EMAIL – SLIDE 1 Copyright © 1996-2012 High-Impact-Prospecting, LLC
  18. 18. ANALYSIS OF INITIAL EMAIL – SLIDE 2 Copyright © 1996-2012 High-Impact-Prospecting, LLC
  19. 19. ANALYSIS OF INITIAL EMAIL – SLIDE 3 Copyright © 1996-2012 High-Impact-Prospecting, LLC
  20. 20. TOUCHPOINT TWO – AN EMAIL This second email is a shorter and more concise message, following 3 business days after the first, assuming no response to the initial touchpoint. The subject line, and the body of the message, is a call to action for a specific discussion time by phone, or permission to provide collateral. It restates, “These are the things we can do as experts within our domain”. It also contains a more succinct set of bullets … again stating BENEFITS, not features … Copyright © 1996-2012 High-Impact-Prospecting, LLC
  21. 21. SAMPLE FOLLOW-UP EMAIL TOUCHPOINT Copyright © 1996-2012 High-Impact-Prospecting, LLC
  22. 22. ANALYSIS OF FOLLOW UP EMAIL – SLIDE 1 Copyright © 1996-2012 High-Impact-Prospecting, LLC
  23. 23. ANALYSIS OF FOLLOW UP EMAIL – SLIDE 2 Copyright © 1996-2012 High-Impact-Prospecting, LLC
  24. 24. TOUCHPOINT THREE:ELEMENTS OF A MEANINGFUL VOICE MAIL  Tone is of a trusted advisor – address in the familiar (first name), with confident bearing yet respectful, engaging, and professional.  KNOW WHAT YOU ARE GOING TO SAY.  15 additional seconds to typical voice mail, to re- state value prop in a concise yet meaningful manner (message no longer than 60 seconds overall).  Call to action – request for meeting and/or demonstration, suggestion of specific time frame.  Reference to collateral to be sent following voice message, and to prior email  Return path to rep by both phone and email address. Copyright © 1996-2012 High-Impact-Prospecting, LLC
  25. 25. THE INITIAL VOICE MAIL – TOUCHPOINT THREE “Good afternoon, Ken.” “My name is John Johnson with Autotask Corporation.” “Ken, I’m leaving this voice mail for you in follow-up to my email a few days ago in which I invited you to further explore with me Autotask’s all-in-one web-based software solution which helps you sell, implement, deliver and bill your services more efficiently, and more profitably. “If you recall, our fully-hosted solutions provides you with a service desk, contact management, outsourcing, contract administration, time tracking, billing, reporting and business analytics -- all running off the same database and accessible from a single screen.” “The next step you and I can take together on this, Ken, is a web-based demonstration.” “Should your schedule permit later this week, I’d like to make arrangements. Can you call me back at your earliest convenience?” “You can reach me directly at xxx.xxx.xxxx, or via email at john@autotask.com .” “Thanks for your time, and I look forward to hearing from you, Ken.” Copyright © 1996-2012 High-Impact-Prospecting, LLC
  26. 26. INITIAL PROSPECTING VOICE MAIL – TOUCHPOINT THREE (SLIDE 1) Address prospect “Good afternoon, Ken.” in the familiarState FULL name, company, “My name is John Johnson with Autotask and Thank You Corporation.” “Ken, I’m leaving this voice mail for you in Use prospect’s name a 2nd follow-up to my email a few days ago in which I time, refer to prior email invited you to further explore with me Autotask’s all-in-one web-based software solution to helps you sell, implement, deliver and bill your services more efficiently, and more profitably”Make a brief, emphatic, and “If you recall, our fully-hosted solutions meaningful statement of provides you with a service desk, contact uses/benefits management, outsourcing, contract administration, time tracking, billing, reporting and business analytics -- all running off the same database and accessible from a single screen .” Copyright © 1996-2012 High-Impact-Prospecting, LLC
  27. 27. INITIAL PROSPECTING VOICE MAIL – TOUCHPOINT THREE (SLIDE 2) Suggest specific “The next step you and I can take together on next step this, Ken, is a web-based demonstration.” “Should your schedule permit later this week,Call to action with specific I’d like to make arrangements. Can you call time frame me back at your earliest convenience?” Leave phone number “You can reach me directly at xxx.xxx.xxxx, or AND email address via email at john@autotask.com .” 2nd Thank You, 3rd use of “Thanks for your time, and I look forward to prospect’s name and hearing from you, Ken.” an optimistic…not insistent…closing Copyright © 1996-2012 High-Impact-Prospecting, LLC
  28. 28. TOUCHPOINT FOUR –FOLLOWING-UP YOUR VOICE MAIL Again, tone is of a trusted advisor – address in the familiar (first name), confident bearing yet respectful. An engaging, compelling subject line Reference Voice Mail left earlier. Restate value proposition in alternate manner, such as customer quote, industry reference, etc. Include pertinent collateral. Return path to rep by both phone and email address Copyright © 1996-2012 High-Impact-Prospecting, LLC
  29. 29. EMAIL FOLLOW-UP TO INITIAL VOICE MAIL – TOUCHPOINT FOURSUGGESTED SUBJECT LINE: Ken, here’s the Autotask three-pager in PDFGreetings again, Ken!Left you a voice mail a few days ago and thought you may be interested in receiving this …For your convenience, Ive included the link to Autotask’s three-pager in PDF. It explains how our fully-hosted application helps you selltechnology products or services more efficiently and more profitably, and includes service desk, contact management, outsourcing,contract administration, time tracking, billing, reporting and business analytics -- all running off the same database and accessible from asingle screen.Just click on the following hyperlink and "save as" to a directory on your hard drive:http://www.autotask.com/docs/Autotask_Brochure.pdf .And before you read how such a small investment can generate such a huge impact to your bottom line, hear what our customers have tosay about what Autotask means to their businesses:“Because of Autotask, we are capturing more billable time - at least two hours per week, per engineer. That’s over 1,000 hours a year.That alone easily pays for Autotask.” - Jamie Kustak Business Manager, NGEN“We’ve had a great experience with Autotask, and I can honestly recommend the product to companies looking for an all-in-one system tohandle everything from inputting a ticket, to billing, to financial reporting. Autotask has made our lives much easier!” - Gina De La Cerda,Operations Manager, Advanced Microcomputing Concepts, Inc.Ken, please drop me a line back, or call me directly at xxx.xxx.xxxx, so we can make arrangements to speak. Again, thanks for your timeand interest, and in advance for your response,John Copyright © 1996-2012 High-Impact-Prospecting, LLC
  30. 30. LAST ON THE H-I-P PROCESS MAP - 40% of total - 40% of total #responses comes #responses comes - Reference - Reference - 10% of total here - 10% of total here emails I & II. - emails I & II. -ESPP Process page 2: ESPP Process page 2: #responses from this - (email - closing) “__ #responses from this - (email - closing) “__6 6 “touchpoints” - Mention will be Reference - Mention will be Reference 1st touchpoint. do you have time 1st touchpoint. do you have time sending voicemail sending voicemail Touchpoints 6 Touchpoints - Objective: later next week?” - - Objective: collateral that III. later next week?” - collateral that III. Education (detailed). Introduce the Sales Education (detailed). Introduce the Sales “I know sure will “I know “I “will be sure will - Include “will be - Include - 80% don’t read this Rep. (Start the - 80% don’t read this Rep. (Start the you’re you’re y get your collateral. get your collateral. email process of Pass Off) email process of Pass Off) busy…” busy…” b attention” attention” ESPP #1 ESPP #1Sales Rep 6 Touchpoints Messaging I 6 TouchpointsII Messaging Messaging I Messaging III Messaging II IV Messaging III Messaging V Messaging IV Messaging VI Messaging (Email) (Email) (Email) (Phone) (Email) (Email) (Phone) (Email) (Email) (Phone call) (Email) Prospect Prospect Prospect Prospect Prospect Prospect Response is Prospect Response is commits to Update Do Not commits to Update D Yes Yes Yes No Yes No Responds? positive? Responds? positive? meeting with Contact List meeting with Contact sales rep? sales rep? No No No No Yes Yes Perform next Consultative Perform next Consultative ESPP #2 ESPP #2 Messaging in Put prospect Selling Kicks in – Messaging in FillPut prospect out lead sheet Selling Kicks in – Fill out lead sheetSales Rep ESPP #1 line – on Do Not ESPP #1 line – Objective to get on Do Not and include intel Objective to get and include intel wait 3 business Contact List prospect business wait 3 to commit Contact List report prospect to commit report days between or todays(meeting) call between or to call (meeting) touchpoints Unsubscribe with sales rep. touchpoints Unsubscribe with sales rep. Data Services Data Services Group Group Creates lead with intel report attached to Creates lead with intel report attached CRM notes tab on lead, assigned to sales rep. notes tab on lead, assigned to sales r Turnaround within 1 business day. Turnaround within 1 business day. Copyright © 1996-2012 High-Impact-Prospecting, LLC
  31. 31. REMAINING TOUCHPOINTS If first 4 touchpoints do not engage the prospect, then touchpoints are continued through the 6th follow-up at 3-business day intervals. Touchpoint 5 is another call attempt, and Touchpoint 6 is a concluding email. Copyright © 1996-2012 High-Impact-Prospecting, LLC
  32. 32. TOUCHPOINT FIVE – ANOTHER VOICE ATTEMPT “Hello there, Ken.” “This is John Johnson again with Autotask Corporation.” “Kevin, you may recall I left you a couple of messages last week, hoping to schedule some of your time to explore Autotask’s all-in-one web-based software solution for selling, implementing, delivering and billing your services more efficiently, and more profitably “Whether you’re looking for fully-hosted capabilities for operating service desk, contact management, outsourcing, contract administration, time tracking, billing, reporting and/or business analytics , Autotask can help … “… and, there’s definitely no time like the present to learn how we can eliminate duplicate data entry, automate numerous functions and give you complete visibility into your operations .” “Do you have 30 minutes later this week? Please call be back as soon as you can. “Again, I can be reached directly at xxx.xxx.xxxx, or via email at john@autotask.com .” “Thanks again for time and interest, Ken.” Copyright © 1996-2012 High-Impact-Prospecting, LLC
  33. 33. THE CLOSING PROSPECTING EMAIL – TOUCHPOINT SIX  Tone of trusted advisor, but with use of “regret” statement, i.e.  An engaging, compelling subject line  Call to action – “when you have time to discuss Autotask’s solution, please call.”  Valuable “departure collateral” – case study, white paper, etc., not necessarily connected to the value prop but ostensibly of interest to the prospect Copyright © 1996-2012 High-Impact-Prospecting, LLC
  34. 34. FINAL EMAIL: FOLLOW UP – TOUCHPOINT SIX SUGGESTED SUBJECT LINE: A last message for now, Ken Hello once more, Ken! I’ve tried to reach you several times now, but we’ve just not connected. I’m sure you’re very busy and I don’t want to trouble you unnecessarily. So, when you have time to delve into Autotask’s “best of breed” and fully-hosted software solution for selling, implementing, delivering and billing your services more efficiently, and more profitably, please do reach out to me. I hope we have the opportunity to work together, Ken. Thanks and best of regards, John Copyright © 1996-2012 High-Impact-Prospecting, LLC
  35. 35. DEDICATED Q&A TIME Copyright © 1996-2012 High-Impact-Prospecting, LLC
  36. 36. CONTACT US High-Impact-Prospecting, LLC 90 State Street, Suite 700 Albany, NY 12207 MAIN 1.518.591.4665 sales@high-impact-prospecting.com Bret Smith Principal & Senior Consultant Copyright © 1996-2012 High-Impact-Prospecting, LLC
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