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WHAT DIFFERENTIATES YOU BUSINESS FROMTHE MOST SUCCESSFUL IN YOUR INDUSTRY?ANSWER - YOU NEED MORE MEETINGS WITH PROSPECTS T...
DOUBLE YOUR SALES LEADS LEADST h e Q u a l i t y a n d R e s u l t s o f Yo u r S a l e s L e a d s i s V i t a l To Yo u ...
Your Presenting TeamBruce Rossiter• President    – Zoom Industries – Private Equity Acquisition Company    – Zoom Sales & ...
We show you how this translates into double                your incomeUsing traditional and digital sales and marketing  p...
The Three Lanes for Sales Lead           Generation Mastery• Telephone prospecting• Email prospecting• Social Media prospe...
Will start with the telephone tocreate more leads.     D o u b l e Yo u r S a l e s L e a d s
Two important call strategies1. Make as many dials as you can in a set time  period.    D o u b l e Yo u r S a l e s L e a...
Two important call strategies continued2. Pursue each call in-depth.    D o u b l e Yo u r S a l e s L e a d s
Consultative Versus “Features and Benefits” Selling                Psychologist + Consultant                              ...
Dealing with the three most prevalent problems in telephone prospecting1. Turning the pervasive fear of “no” into a   posi...
Turning around the fear of “no”There are a few techniques I’ve found very  helpful to make sure I pick up the phone and  s...
Turning around the fear of “no”  Looking atthings from apositive frame   of mind  D o u b l e Yo u r S a l e s L e a d s
Turning around the fear of “no”     One successful practice -Welcome each “no” as bringing you    that much closer to “yes...
Start with the easy callsProspects coming from a referral are some of the             best qualified leads• They prospect ...
Turning around the fear of “no”           Another Successful Practice• Calculate the value of each dial and then enjoy  pi...
2. Reaching a decision maker when you’re not ready to leave a voicemail message• Can you page him/her please?• Is there so...
3. Getting through the electronic gatekeepers    D o u b l e Yo u r S a l e s L e a d s
It Takes 8-14 Attempts to Reach Someone              Through Voicemail on AverageHow many do most make prior toquitting?3 ...
Leaving Successful Voicemails            The result of your emails is highly depended on these six factors:            1. ...
Dealing with the 3 Death Questions• “What’s this regarding?”• “Is he or she expecting your call?”• What company are you wi...
Getting a prospect’s                                       Key Factorsattention with a bettervalue proposition            ...
The Important Call              What to know about this technique              Pro: It can net as high as 80% callbacks   ...
The 1st mistake: Not Researching Before Making the Call              If you call a prospect without knowing what they do, ...
Finding Pain Points and                                       Key FactorsKnowing What to DoWith Them                      ...
Handling ObjectionsWelcome objections -• That means that the person you’re speaking  with is engaged.• Ask them if they’ll...
Articles about handling objections.•   Objection-handling process: The overall process for handling objections•   LACE: A ...
Handling “Just send me your  information and I’ll look at it”D o u b l e Yo u r S a l e s L e a d s
Using direct mail or an Email to warm             up a prospectIf your list of prospects satisfy the opt-in   requirement,...
The importance of the “Subject: or title of the email and the “From” line• Crafting the title to your email will make a ma...
Using Email in launching a newsocial media enhanced website D o u b l e Yo u r S a l e s L e a d s
Using Social Media to Generate Sales                LeadsThe main purpose of a well is to designed social  media enabled w...
Thought LeadershipThe maid way to establish yourself as a companyor person sought out by prospects is to havedeveloped a s...
Why is a blog important?In a nutshell, a blog allows several things to occur:   • Show your expertise through your writing...
Most small businesses do not blog             Websites 2.0 that are Social Media Enabled              Websites            ...
• “I don’t have time to blog” is the most often  response when discussing initiating a blog.• Yet we have time to go to ne...
The numbers tell the story• If a person goes to 1 networking event a week  to meet prospects, the net result for a month  ...
The investment of time networking eventsis prohibitive from a sales yield standpoint  • If one goes to 48 networking event...
The payoff from social media for this  same investment is much greater“Im not Irish but Im a pretty lucky person. This is ...
Or one could write 24 researched articles, oneevery two weeks and publish 100 conversationalones.    D o u b l e Yo u r S ...
• By spending this time blogging instead of  exclusively networking, one can reach thousands  of prospects instead of few ...
Influencer Marketing targets Influencers to pass on the             message to their network.D o u b l e Yo u r S a l e s ...
eCairn’s readership increased 1000% when    they started optimizing their blogs  •     Readership increased from 150 avera...
Video is a growing influence in digital              marketing D o u b l e Yo u r S a l e s L e a d s
D o u b l e Yo u r S a l e s L e a d s
In 3 Years More                                          People Will Be                                          watching ...
YouTube is        bigger         than YahooD o u b l e Yo u r S a l e s L e a d s
Ideally How Many Videos Should I        Produce Per Month?                                      ONERULE:123               ...
TOP 12 VIDEO HOSTING SITES                             D o u b l e Yo u r S a l e s L e a d s
If we don’t all adapt to our practices to embrace   Social Media methods, our competitors will teach   us how. But only af...
Video properly optimized                          with keywords, unique Title                          tags and Meta conte...
D o u b l e Yo u r S a l e s L e a d s
As promised, here are two demonstrations that   show the power of telephone marketing   D o u b l e Yo u r S a l e s L e a...
Zoom’s “Zcalculator program”Uses industry and Zoom’s experiential caller-results algorithm and company   supplied informat...
Calculating the Value of 1 Dial                                            Table 1                             Calculating...
What can this process do for your company          in reaching its goals?   D o u b l e Yo u r S a l e s L e a d s
Smaller companies now know what to    do to meet their projections                                      Sales & Caller Cal...
Wrapping Up• Our emphasis has been on telephone prospecting and social media  prospecting, with some assistance from email...
Thank you for joining us todayBruce RossiterPresident and CEO                 Zoom Sales & Marketing                 408-2...
Double Your Sales
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  1. 1. WHAT DIFFERENTIATES YOU BUSINESS FROMTHE MOST SUCCESSFUL IN YOUR INDUSTRY?ANSWER - YOU NEED MORE MEETINGS WITH PROSPECTS THAT LEAD TO BETTEROUTCOMESTAKING THE FIRST STEP IS CRITICAL . BEGIN THE KIND OF CHANGE THAT CREATESSIGNIFICANT RESULTSHERE ARE TWO GIFTS FROM OUR TEAM TO YOURS TO GET STARTED(a free 1½ hour strategic sales lead or sales management analysis session) MANAGEDFORCEZOOM TEAM-EVALSALES &MARKETING One hour salesLead team evaluationGeneration and strategyStrategy assessmentSession Contact: Bruce Rossiter Contact: Greg Holsen brossiter@zoomsales.biz Greg.holsen@managedforce.com
  2. 2. DOUBLE YOUR SALES LEADS LEADST h e Q u a l i t y a n d R e s u l t s o f Yo u r S a l e s L e a d s i s V i t a l To Yo u r S e l l i n g S t r a t e g y
  3. 3. Your Presenting TeamBruce Rossiter• President – Zoom Industries – Private Equity Acquisition Company – Zoom Sales & Marketing - Sales Lead Generation• Silicon Valley AMA – Chairman & Host of the Emerging Media Morning Forum – Board of Directors• Certified Social Media StrategistGreg Holsen• Principal & Founder – ManagedForce – Transforming sales teams to compete with the global top 2%.• Founder – Quorum Forum – Best Practices for Selling Professionals• Appearances – Good Morning America, – 60 Minutes, and – Numerous local media outlets
  4. 4. We show you how this translates into double your incomeUsing traditional and digital sales and marketing processes. D o u b l e Yo u r S a l e s L e a d s
  5. 5. The Three Lanes for Sales Lead Generation Mastery• Telephone prospecting• Email prospecting• Social Media prospecting D o u b l e Yo u r S a l e s L e a d s
  6. 6. Will start with the telephone tocreate more leads. D o u b l e Yo u r S a l e s L e a d s
  7. 7. Two important call strategies1. Make as many dials as you can in a set time period. D o u b l e Yo u r S a l e s L e a d s
  8. 8. Two important call strategies continued2. Pursue each call in-depth. D o u b l e Yo u r S a l e s L e a d s
  9. 9. Consultative Versus “Features and Benefits” Selling Psychologist + Consultant Think more like a Newspaper Reporter • Who • What • Why • Where • When • How “Let Me “Tell Me More Tell You” About That” Prospect Your Needs Offering Product Focused Need Focused Lower Margin Higher Margin Consultative Features & Benefits D o u b l e Yo u r S a l e s L e a d s
  10. 10. Dealing with the three most prevalent problems in telephone prospecting1. Turning the pervasive fear of “no” into a positive feeling: D o u b l e Yo u r S a l e s L e a d s
  11. 11. Turning around the fear of “no”There are a few techniques I’ve found very helpful to make sure I pick up the phone and start calling: – Remembering the saying “He who has begun Has half done. Dare to be wise; Begin” Horace D o u b l e Yo u r S a l e s L e a d s
  12. 12. Turning around the fear of “no” Looking atthings from apositive frame of mind D o u b l e Yo u r S a l e s L e a d s
  13. 13. Turning around the fear of “no” One successful practice -Welcome each “no” as bringing you that much closer to “yes”. D o u b l e Yo u r S a l e s L e a d s
  14. 14. Start with the easy callsProspects coming from a referral are some of the best qualified leads• They prospect knows and trusts the referral source.• You probably will have learned more about the basis for a call from your referral source, so you are better prepared.• The likelihood of the prospect needing your product or service is much higher based upon the referring source’s estimates. D o u b l e Yo u r S a l e s L e a d s
  15. 15. Turning around the fear of “no” Another Successful Practice• Calculate the value of each dial and then enjoy picking up the phone and counting all the money you make with each dial, irrespective of it being a “no”.• We will show you how to calculate this dial- value at the end of the presentation. D o u b l e Yo u r S a l e s L e a d s
  16. 16. 2. Reaching a decision maker when you’re not ready to leave a voicemail message• Can you page him/her please?• Is there someone sitting near his office that can see if he’s there?• Can you give me his “business” mobile number? D o u b l e Yo u r S a l e s L e a d s
  17. 17. 3. Getting through the electronic gatekeepers D o u b l e Yo u r S a l e s L e a d s
  18. 18. It Takes 8-14 Attempts to Reach Someone Through Voicemail on AverageHow many do most make prior toquitting?3 AttemptsReason it takes so long?FAIL TO LEAVE A COMPELLING MESSAGE D o u b l e Yo u r S a l e s L e a d s
  19. 19. Leaving Successful Voicemails The result of your emails is highly depended on these six factors: 1. Your ability to created firm, controlled excitement in your voice. 2. Your timing in regard to their need. 3. How compelling your voicemail is to them. 4. How long it is 5. How often you contact them. 6. Getting admin support.D o u b l e Yo u r S a l e s L e a d s
  20. 20. Dealing with the 3 Death Questions• “What’s this regarding?”• “Is he or she expecting your call?”• What company are you with (or what do you do)?” D o u b l e Yo u r S a l e s L e a d s
  21. 21. Getting a prospect’s Key Factorsattention with a bettervalue proposition 1. Focus on the competitive pains in YOUR PROSPECTS industry 2. How will what you do increase revenue for the prospect? 3. Can it pay for itself? 4. Know your competitors and how they sell! 5. It is best to guide the prospect to having THEM tell you what your unique value proposition really is . 6. They have heard the sell – help them understand the core “why” by focusing on what others saw in your product that induced them to buy. D o u b l e Yo u r S a l e s L e a d s
  22. 22. The Important Call What to know about this technique Pro: It can net as high as 80% callbacks Con: 1 out of 10 executives will be a little miffed at your use of the technique. This technique should be used when you have something that is critical to the prospects business. How the Call Works First understand the method of delivery.. Quick yet relaxed delivery with authority and no level of undo excitement. What is said: Bruce, ’ Greg Holsen –(Pause) important we talk – call me at 408-xxx- xxxx. (Hand Up) If executive gets miffed say I told you it was important but it wasn’t urgent. If you give me a half a minute I’ll tell you why I called and you can determine if I should have made the call.D o u b l e Yo u r S a l e s L e a d s
  23. 23. The 1st mistake: Not Researching Before Making the Call If you call a prospect without knowing what they do, then youre wasting everybodys time. The 2nd Mistake: Opening the Call with "How Are You?" Asking "How are you?" when making a cold call is like sending a 30 second advance warning for a nuclear strike. You might think youre being considerate, but all youre doing is alerting the poor prospect to their impending "death by cold call“.Ways to The 3rd Mistake: Technical Jargon and Acronyms Its easy for salespeople to flaunt industry jargon and buzzwords, but it Make often alienates and confuses prospects.Sure Your The 4th Mistake: The One-Way Conversation There are three kinds of communicators: the bore: they talk aboutCold Call themselves, the gossip: they talk about others and the brilliant conversationalist... they talk about you. Stays The 5th Mistake: The Premature Meeting Invitation Calling a stranger and asking for a face-to-face meeting in the first 30 Cold seconds is like asking somebody out on the first date. a date right after being introduced D o u b l e Yo u r S a l e s L e a d s Source: Michael Schell
  24. 24. Finding Pain Points and Key FactorsKnowing What to DoWith Them 1. Pain comes from questioning • Consultative Approach 2. Pain comes from similar people with similar challenges 3. People need to resolve pain to justify spending money. 4. Don’t miss pain – if it uncovered it is DEADLY to miss it in the sales process. 5. Run the Pain Funnel D o u b l e Yo u r S a l e s L e a d s
  25. 25. Handling ObjectionsWelcome objections -• That means that the person you’re speaking with is engaged.• Ask them if they’ll consider your proposition if you can successfully address the objection.• Make a list of likely objections and their best answer. D o u b l e Yo u r S a l e s L e a d s
  26. 26. Articles about handling objections.• Objection-handling process: The overall process for handling objections• LACE: A four-part handling method.• Tip the bucket: Ask for all remaining objections.• Types of objection: Common categories of objection.• Objection-handling techniques and methods• Boomerang: Bouncing back what they give you.• Objection Chunking: Taking a higher or lower viewpoint.• Conditional Close: Make closure a condition for resolving their objection.• Curiosity: Dont be sad, be curious.• Deflection: Avoid responding to objection, just letting it pass.• Feel, felt, found: A classic way of moving them.• Humor: Respond with humor rather than frustration.• Justification: Say how reasonable the objection is.• LAARC: Listen, Acknowledge, Assess, Respond, Confirm.• LAIR: Listen, Acknowledge, Identify objection, Reverse it.• Objection Writing: Write down and cross out objections.• Pre-empting: Handle them before they happen.• Pushback: Object to their objection.• Reframing: Change their cognitive frame.• Renaming: Change the words to change the meaning.• Reprioritize: So ones you cant handle are lower.• Writing: Write down objections then cross them off as you handle them. D o u b l e Yo u r S a l e s L e a d s
  27. 27. Handling “Just send me your information and I’ll look at it”D o u b l e Yo u r S a l e s L e a d s
  28. 28. Using direct mail or an Email to warm up a prospectIf your list of prospects satisfy the opt-in requirement, sending out emails that have a call to action can substantially warm up leads. D o u b l e Yo u r S a l e s L e a d s
  29. 29. The importance of the “Subject: or title of the email and the “From” line• Crafting the title to your email will make a major difference in you open rate, as will who you list in the “From” line.• Experts believe that the open rate from tweaking these two variables can make a difference of 50% in the open rate. See http://bit.ly/hZ0Pbr D o u b l e Yo u r S a l e s L e a d s
  30. 30. Using Email in launching a newsocial media enhanced website D o u b l e Yo u r S a l e s L e a d s
  31. 31. Using Social Media to Generate Sales LeadsThe main purpose of a well is to designed social media enabled website is to drive prospects to you instead of you having to search them out as you do with telephone calls and emails. D o u b l e Yo u r S a l e s L e a d s
  32. 32. Thought LeadershipThe maid way to establish yourself as a companyor person sought out by prospects is to havedeveloped a significant presences as a thoughtleader. This means, at the heart, blogging. D o u b l e Yo u r S a l e s L e a d s
  33. 33. Why is a blog important?In a nutshell, a blog allows several things to occur: • Show your expertise through your writings, • Develop trust when readers experience you as an expert, • Reader’s to engage with you through their comments, • Unlike newsletters, blogs can be linked to hundreds if not thousands of other sites and platforms, • Blogs increase your websites visibility and ranking, • Blogs help you dominate the results on a Google search, • Unlike ads, blogs live on for years, constantly giving you exposure in the topic areas of your articles. D o u b l e Yo u r S a l e s L e a d s
  34. 34. Most small businesses do not blog Websites 2.0 that are Social Media Enabled Websites Web 2.0 Blog 1 No No 2 No No 3 No No 4 No No 5 No No 6 No No 7 No No 8 No No 9 No No 10 No No 11 No Yes 12 Yes YesD o u b l e Yo u r S a l e s L e a d s
  35. 35. • “I don’t have time to blog” is the most often response when discussing initiating a blog.• Yet we have time to go to networking events once and sometimes twice a week to hunt for prospects. Blogging is networking on steroids. D o u b l e Yo u r S a l e s L e a d s
  36. 36. The numbers tell the story• If a person goes to 1 networking event a week to meet prospects, the net result for a month would probably look like this: – Met 7 new people per event, with two that look like good ones to stay in touch. That means 2 prospects per week or 8 prospects per month or 96 per year. – The actual number of closed business from these prospects ranges from 1 to 2, on average. D o u b l e Yo u r S a l e s L e a d s
  37. 37. The investment of time networking eventsis prohibitive from a sales yield standpoint • If one goes to 48 networking events a year and the average event lasts 1.5 hours plus travel back and forth of 1 hour, the investment of time is 2.5 hours * 48 or 120 hours. • If the billing rate for the principal going to these events is $125/hour, the investment to get 1 to 2 sales was $15,000. D o u b l e Yo u r S a l e s L e a d s
  38. 38. The payoff from social media for this same investment is much greater“Im not Irish but Im a pretty lucky person. This is a good day to start this blog. Ive been chasing around in the digital education market for some time now and have so much to share. My venue arrived this week in the form of this blog. Now I have room to grow! I feel like Ive climbed out of the box. Every day I read about something new in digital education. Avid research is something I really enjoy. Figuring out the puzzle of tech tools is fun for me. I can make it easy for you. Stop by often!” D o u b l e Yo u r S a l e s L e a d s
  39. 39. Or one could write 24 researched articles, oneevery two weeks and publish 100 conversationalones. D o u b l e Yo u r S a l e s L e a d s
  40. 40. • By spending this time blogging instead of exclusively networking, one can reach thousands of prospects instead of few hundred.• The quality of the prospects will be much higher than from networking. Instead of meeting networkers who are looking for business, you’ll find prospects who are looking for suppliers like you. D o u b l e Yo u r S a l e s L e a d s
  41. 41. Influencer Marketing targets Influencers to pass on the message to their network.D o u b l e Yo u r S a l e s L e a d s
  42. 42. eCairn’s readership increased 1000% when they started optimizing their blogs • Readership increased from 150 average users to 1,500 average readers. • eCairn had two blogs that spiked at over 6,000 readers. • Their traffic rank puts them at 30,000 out of 234 million blogs. D o u b l e Yo u r S a l e s L e a d s
  43. 43. Video is a growing influence in digital marketing D o u b l e Yo u r S a l e s L e a d s
  44. 44. D o u b l e Yo u r S a l e s L e a d s
  45. 45. In 3 Years More People Will Be watching The Internet Than Reading It. People are watching 2 billion videos a day on YouTube and uploading hundreds of thousands of videos daily. In fact, every minute, 24 hours of video is uploaded to YouTube.D o u b l e Yo u r S a l e s L e a d s
  46. 46. YouTube is bigger than YahooD o u b l e Yo u r S a l e s L e a d s
  47. 47. Ideally How Many Videos Should I Produce Per Month? ONERULE:123 To THREE D o u b l e Yo u r S a l e s L e a d s
  48. 48. TOP 12 VIDEO HOSTING SITES D o u b l e Yo u r S a l e s L e a d s
  49. 49. If we don’t all adapt to our practices to embrace Social Media methods, our competitors will teach us how. But only after they own most of the market. D o u b l e Yo u r S a l e s L e a d s
  50. 50. Video properly optimized with keywords, unique Title tags and Meta content often times get first page rankings within hours. Automates the distribution process and saves time.D o u b l e Yo u r S a l e s L e a d s
  51. 51. D o u b l e Yo u r S a l e s L e a d s
  52. 52. As promised, here are two demonstrations that show the power of telephone marketing D o u b l e Yo u r S a l e s L e a d s
  53. 53. Zoom’s “Zcalculator program”Uses industry and Zoom’s experiential caller-results algorithm and company supplied information.Of interest to us today is to show:• Overall sales generated from a program• The value or worth of each individual dial D o u b l e Yo u r S a l e s L e a d s
  54. 54. Calculating the Value of 1 Dial Table 1 Calculating the value of each dialDials-to-Contacts: 10%Contacts-to-Appointments: 20%Appointments-to-Sales: 25%Pre-tax profit margin: 35%Average Annual Order Amount ("AAOL") $ 15,000 If a caller makes 1 dials to reach a decision maker, this results in 0.1 contacts, which result in 0.02 appointments, which result in 0.005 sale(s), times the AAOA, produces $75 in sales per dial,times the pre-tax profit margin produces $26.25 in value to you for each dial D o u b l e Yo u r S a l e s L e a d s
  55. 55. What can this process do for your company in reaching its goals? D o u b l e Yo u r S a l e s L e a d s
  56. 56. Smaller companies now know what to do to meet their projections Sales & Caller Calculator "Your Company" Year 1 Year 2 Year 3 Companys Projected Sales $1,000,000 $1,500,000 $2,000,000 New sales from Zooms Program $379,078 $712,555 $964,299 Recurring sales from each prior years sales $208,626 $380,401 Total Sales from Zooms Program $414,693 $756,135 $1,013,982 Less: Zoom Program expenses ($35,615) ($43,580) ($49,682) Net sales from the Program $379,078 $712,555 $964,299 Percentage contribution to projected sales 41% 50% $0 Maximum Cumulative Net Loss (Month loss occurs in adjacent cell) No Loss NA Yearly Return on expenses of the Program 349% 521% 612% Number of Dials 5,529 7,122 8,041 Number of Contacts 553 712 804 Number of Appointments 111 142 161 Number of new Clients per year 28 36 40 Number of Callers at Year End 1 1 2 Revenue earned from 1 Dial $182 D o u b l e Yo u r S a l e s L e a d s
  57. 57. Wrapping Up• Our emphasis has been on telephone prospecting and social media prospecting, with some assistance from email.• A combination of telephone calling and emailing can double or more ones sales,• Social Media generates leads by establishing oneself as a thought- leader in your industry.• Blog writing is the primary tool.• One can leverage blogging significantly over traditional networking meetings. The audience will be mostly seekers of your services, not seekers of clients like your doing.• We observed how Influencer Target Marketing can increase one’s blog readership by 1000%.• Finally we looked at how to calculate one’s per-dial value and the value to a company of running such a program to meet their projections. D o u b l e Yo u r S a l e s L e a d s
  58. 58. Thank you for joining us todayBruce RossiterPresident and CEO Zoom Sales & Marketing 408-260-5249 brossiter@zoomsales.bizGreg HolsenPrincipal & Founder ManagedForce (408) 260-5326 www.managedforce.com greg.holsen@managedforce.com D o u b l e Yo u r S a l e s L e a d s
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