How To Improve Lead Generation With Prospecting


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In our time-crunched economy, teleprospectors and inside sales are the driving forces behind B2B sales. As a new year kicks off, teleprospectors and inside sales reps are in the hot-seat with expectations to generate the real revenue that will lead their companies out of this economy. How ready are they to take over the controls? Will their old habits keep them from succeeding? Where do they need to pick up speed?
During this webinar, Brian Carroll CEO of InTouch invites Josiane Feigon, founder and CEO of TeleSmart Communications to show you fresh and new ideas that will help catapult marketing and sales efforts in the new year.

In this Webinar, you'll learn tips on:

* Cold Calling
* Email and Voice Mail Trends
* Getting out of the No-Po Zone
* Finding the Power Buyers
* Winning Qualification Criteria
* And much more...

Published in: Business, Technology
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  • Gerhard (19-21 minutes in) discusses the Sales 2.0 trends and poses questions to Josiane and Greg on how the various elements of Sales 2.0 model remedy the problems discussed
  • Trainer Notes Explain the concept that both email and voice mail messaging must be combined for stronger impact and faster response. This slide illustrates how these two can work together and complement one another. Explain how both must be combined and synchronized together to increase response. Refer to the slide titled Phone and Email Attributes and continue a discussion with participants on combining phone and email efforts for stronger response and to balance the type of information to include in each. Group Activity Organize and collect all voice mail and email samples received from participants Play the voice mail message while reviewing their emails- to analyze and verbal and written stamp Time estimate for this section: 15 minutes
  • Trainer Notes When selling in a complex or enterprise landscape, it is important to have multiple touch points on a lead before closing it. This slide illustrates the multiple touch rule and highlights unique and different reasons to connect. A good way to move something through the funnel is by touching a lead multiple times with different reasons to call or email. Keep in mind your efforts are working in tandem with marketing. Discussion Question What are other ways to touch your prospects? Time estimate on this page: 7 minutes
  • Trainer Notes Start a discussion on winning subject lines and ask team members to share which subject lines receive higher response rates. Encourage they test subject lines. This slide includes the top ten winning subject lines which each ensure a high open rate. Review the winning formula on crafting strong subject lines which is to include Cisco on the subject line and combine it with the name of the prospective company. Combining two companies on the subject line ensures the email will be opened. Also, the length of the subject line should be under 35 characters. As participants determine the right length of subject lines, this slide confirms studies reveal email subject lines with 35 or less characters are being opened. Time estimate on this page: 10 minutes
  • Gerhard now poses questions on issues stemming from change in corporate power structure and the difficulties of identifying power buyers It’s getting harder to find power today; Too Many Layers of Management Title Mania Prospects have less time and grant less / shorter meetings Non-linear Organizations M&A / consolidation Risk Aversion Committee Decisions Educated Buyers Distributed Workforce Can tap into Social profiles for mid management but far ewer social profiles on C-suite, especially for F1000
  • Greg discusses the completeness / accuracy of the prospect profiles
  • Trainer Notes Now that all the questioning categories have been introduced and team members have the cards you have assigned to them (from the previous exercise) do not show this page yet. Ask everyone to hold on to their questioning category, instruct team members to line up in the order in which they think these categories belong. They must line up in order of the sales cycle, from beginning to end. They must determine where these questions would be asked in the sales cycle, at the beginning or at the end. Watch them line up, do not make suggestions to the order. Once they have lined up, ask each person to explain why their category belongs in that order. Have them also provide a definition of that category (see next page for definitions) Ultimately, it must follow the order of this thermometer. The lowest would be current environment which is the first order of questioning. The learning point is to ask questions in the right order and to start from the bottom and work your way up. ***Note, do not move into presentation mode but continue asking questions walking up the thermometer. The goal is to move things along on this thermometer. The next page provides example questions in each category. Show these before you go into the activity. ???Group Activity – will rewrite once Josiane runs through this. 1 st Activity- Have teams line up to discuss the questioning order and why Debrief Questions after 1 st Group Activity What order do you think your category belongs in and why? What two categories will keep a sales from closing? (Answer: the Pain (Business Needs) and Power (Decision-Making process) How many of you believe you can ask all of these categories on your calls? 2 nd Activity- Assign groups of 3’s to role play this qualification model. Each team will have a Epocrates salesperson, customer and observer. They must call to follow-up from a lead and start the qualification process. The goal is to get to as many categories as possible in the short time (3 minutes) while the observer checks off each category. Three rounds of this, everyone rotate roles and last round will be based on the customer having no time to talk. Get webinar lead or new prospect. Debrief Questions after 2 nd Group Activity How many questioning categories did you ask? Do you believe it is possible to ask these on one call?
  • Moderator : Jean Josiane Jean Josiane Jean Josiane Jean Jean Josiane Josiane
  • How To Improve Lead Generation With Prospecting

    1. 1. How to Improve Lead Generation with Prospecting 2.0 Twitter: @josianefeigon @brianjcarroll Twitter Hashtag: #b2bleadgen Sponsored By:
    2. 2. Webinar <ul><li>How to Improve Lead Generation </li></ul><ul><li>with </li></ul><ul><li>Prospecting 2.0 </li></ul><ul><li>December 10, 2009 </li></ul><ul><li>Josiane Feigon, TeleSmart Communications and author of Smart Selling on the Phone and Online </li></ul>
    3. 3. Overview <ul><li>Introduction </li></ul><ul><li>Prospecting 2.0 </li></ul><ul><ul><li>Selling to the Opt-out Crowd </li></ul></ul><ul><ul><li>Sales 2.0 Overload </li></ul></ul><ul><li>Voice Mail; Dead or Alive </li></ul><ul><ul><li>Multiple Touch Rule </li></ul></ul><ul><ul><li>Winning Subject Lines </li></ul></ul><ul><li>Power Search </li></ul><ul><ul><li>Hierarchy of Power? </li></ul></ul><ul><ul><li>Social Power? </li></ul></ul><ul><ul><li>Uh-oh It’s the No-Po </li></ul></ul><ul><ul><li>Finding the Power Buyer </li></ul></ul><ul><li>B.A.N.T. Dead or Alive? </li></ul><ul><ul><li>Slaes Ready Leads Criteria </li></ul></ul><ul><li>Prospecting 2.0 Winning Tips </li></ul>
    4. 4. Focus on the prospects with the highest possibility to purchase Leverage business and social relationships to connect with the right decision-makers Become part of the conversation to stay engaged and relevant Engage prospects with information that’s relevant to current initiatives or urgent business challenges Prospecting 2.0 Living in the cloud…. Discover trigger events to identify the right time into the opportunity
    5. 5. Selling to the Opt-out Crowd <ul><li>There are now 16% more decision-makers involved in the sales process, but fewer who actually hold budget dollars. </li></ul><ul><li>According to a recent finding by CSO Insights, 22% of deals are lost because of “no decision.” </li></ul><ul><li>Salespeople are dialing more but connecting less. </li></ul><ul><li>80% of marketing expenditures on lead generation is wasted because the leads are ignored by salespeople. </li></ul>
    6. 6. Sales 2.0 Tools Overload
    7. 7. Is Voice Mail Dead? “ Voicemail is dead. Please tell everyone so they’ll stop using it.”- Michael Arrington, founder of TechCrunch
    8. 8. Voice Mail & Email Dynamic Duo TeleSmart Communications All Rights Reserved 2009 <ul><li>It is essential for these two communications mediums to work together for the following reasons: </li></ul><ul><li>The response rate increases </li></ul><ul><li>They provide a written and verbal footprint of your message </li></ul><ul><li>They are both non-visual mediums and rely on the big 4’s- word choice, tone, organization and pace to get our message across. </li></ul>Hi Josiane, This is {your name} and I’m following up from my email and would like to introduce myself and learn more about your training needs. I can be reached at 415-777-8888. I look forward to speaking with you. Hello Josiane, Thank you for your recent interest in TeleSmart. I’m excited to learn more about your growing needs and share how other prospects in your sector have benefited from our solution. Please let me know your availability in the next few weeks for a brief discussion. I look forward to connecting with you,
    9. 9. The Multiple Touch Rule <ul><li>In every sale you should touch (interact with) the customer 8 to 10 times during </li></ul><ul><li>the sales process. Each time you contact them, you must have a unique value proposition and reason to connect. Review the reasons below and come up with more reasons to touch them: </li></ul><ul><li>Introductory voice mail </li></ul><ul><li>Introductory email </li></ul><ul><li>Marketing sends webinar invitation </li></ul><ul><li>Webinar voice mail follow-up </li></ul><ul><li>Webinar email follow-up </li></ul><ul><li>Marketing sends out new product release </li></ul><ul><li>Send new case study </li></ul><ul><li>Send competitive benchmark </li></ul><ul><li>Appointment request for demo </li></ul><ul><li>Demo invitation email </li></ul><ul><li>Demo invitation voice mail </li></ul><ul><li>Proposal request </li></ul>TeleSmart Communications All Rights Reserved 2009
    10. 10. Winning Subject Headings <ul><li>According to a recent study, 64% of small business executives said they decide whether or not to open the (email) based on who it's from. Which of the following subject lines would you open? </li></ul><ul><li>TeleSmart picks up speed with [COMPANY NAME] </li></ul><ul><li>TeleSmart makes immediate impact with [COMPANY NAME] </li></ul><ul><li>TeleSmart overview for [COMPANY NAME] </li></ul><ul><li>[COMPANY NAME] 2009 News and Alerts from TeleSmart </li></ul><ul><li>TeleSmart - Bringing People, Processes, and Systems Together </li></ul><ul><li>[COMPANY NAME] 06.12.09 </li></ul><ul><li>Perfect Timing for [COMPANY NAME] </li></ul><ul><li>Four minutes of your time? </li></ul><ul><li>Top 3 reasons why companies choose TeleSmart </li></ul><ul><li>TeleSmart Enhancing User Experience for [COMPANY NAME </li></ul>TeleSmart Communications All Rights Reserved 2009
    11. 11. <ul><li>In today’s B2B markets, as mergers and acquisitions continue to dominate </li></ul><ul><li>corporate environments, more and more people are involved in the decision- </li></ul><ul><li>making process, but fewer people have power to make a purchase decision. </li></ul><ul><li>It’s getting harder to find power in an organization because: </li></ul><ul><li>Web 2.0 Technology Tools: Data Overload </li></ul><ul><li>Too Many Layers of Management </li></ul><ul><li>Title Mania </li></ul><ul><li>Expanding Product Offerings </li></ul><ul><li>Our prospects have less time and grant less meetings </li></ul><ul><li>Non-linear Organizations </li></ul><ul><li>Risk Aversion </li></ul><ul><li>Committee Decisions </li></ul><ul><li>Educated Buyers </li></ul><ul><li>Distributed Workforce </li></ul> Power Search
    12. 12. Hierarchy of Power? TeleSmart Communications All Rights Reserved 2009 Kenneth Wolfe CEO Mark Berenson CFO Bob Cash COO Jeff Alden CTO John James CMO Tamara Fields Exec. Asst. Susan Snow Purchasing Mgr. Maggie Smith External Mgmt Consultant Jill Aldrich Exec. Asst. George Davis VP of Technology Lisa Bentz Project Manager Steve Hendrie Planning Manager Mike Moody IT Analyst Louis Crow Engineer Tom Spaulding Dir. of E Business Mitch Code R & D
    13. 13. Social Power?
    14. 14. Uh-Oh, it’s the No-Po As the political landscape becomes more complex, the probability of selling to the powerless decision-makers are multiplying daily as departments which traditionally held budgets and decision-makers who had signing authority are quickly disappearing. Salespeople are finding they are selling to the wrong people otherwise known as the No-Po’s- people who have No Power, No Potential and No Purchase order will ever come from it. These people hold prestigious titles such as Managers of IT, Systems Analysts, Training Directors and Network Administrators are powerless in terms of budgets.
    15. 15. Finding the Power Buyer
    16. 16. B.A.N.T Dead or Alive?
    17. 17. Sales Ready Leads Criteria TeleSmart Communications All Rights Reserved 2009 100 o C 90 o C 80 o C 70 o C 60 o C 50 o C 40 o C 30 o C 20 o C 10 o C Freezing Cold Boiling Hot 0 o C Budget Competition Timeframe Decision Making Process Business Needs Current Environment Next Steps Decision Making Criteria
    18. 18. Prospecting 2.0 Winning Tips <ul><li>1. Sales + Marketing = Multiple Touch </li></ul><ul><li>2. Increasing Information Consumption </li></ul><ul><li>3. Sales Productivity in the Cloud </li></ul><ul><li>4. Sell Around Trigger Events </li></ul><ul><li>5. Align with the Power Buyers- Get Out of the No-Po Zone </li></ul><ul><li>6. Inside Sales is the Sales Engine that Could </li></ul><ul><li>7. Take LinkedIn Seriously </li></ul><ul><li>8. Take all Sales Tools Seriously </li></ul><ul><li>9. Voicemail and Email = The Dynamic Duo </li></ul><ul><li>10. Workday begins on Sunday! </li></ul>
    19. 19. Free Book Give Away Enter drawing for your free book Prospecting 2.0 Clinic Contact: