Two sales and marketing gurus, who have built and designed award-winning TAPs for businesses across the U.S., walk you through IT staffing industry case studies and explore the core elements of a successful target account program. From differentiating messages and sales scripts to prospect lists and objection handling tips, you will see and learn exactly what it takes to build a TAP and make it a client-winning, profit-driving success. For questions or details email lvickrey@clearedgemarketing.com or call 312.731.3149.

1. Find Them, Blitz Them, Win Them:
How to Build Winning Sales Lead Generation
Programs
Presented June 12, 2012 to:
Presented by:
Dan Fisher Leslie Vickrey

2. Agenda
• Introductions
• Target Account Program (TAP) Definition
• Why TAP?
• Critical Success Factors
• Where to Start
• Best Practices
• Case Studies
• Q&A
@techserve_assoc
#TSAwebinar
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3. Poll #1
Do you have a formalized sales lead generation
program in place today?
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4. Sales Lead Generation by Definition
• Sales lead generation is a marketing term often used to describe the generation of client interest or
inquiry into products or services of a business
 Leads can be generated for a variety of purposes, but primarily to: WIN new customers!
• Sales leads come in various forms, including:
 Referrals
 Cold calling
 Events (webinars, trade shows, client forums)
 Mass mailing/direct mail/drip campaigns
 Email marketing
 Advertising (traditional/online)
 Website/SEO
 …more!
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5. Target Account Program (TAP)
Multi-touch Point Sales Lead Generation
• A scheduled, targeted weekly mail-based or drop-in program for targeted accounts
• 4-8 weeks, depending on target and service/solution
• Branded Components: A weekly postcard and giveaway tied into a campaign theme
• Calls-to-Action: Get appointments, QR codes/landing pages playing new role for solutions-
based campaign, including online advertising (LinkedIn)
• Sample drop-off campaign schedule:
Touch Item Follow-up
Week One Mail Postcard Voicemail and/or Email
Drop-off Package
Week Two Voicemail and/or Email
(Postcard, Giveaway, Business Card)
Drop-off Package
Week Three Voicemail and/or Email; LinkedIn
(Postcard, Giveaway, Business Card)
Drop-off Package
Week Four Voicemail and/or Email
(Postcard, Giveaway, Business Card)
Drop-off Package
Week Five Voicemail and Email
(Postcard, Giveaway, Business Card)
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6. Why TAP?
 Increase Customer Relationships
 Regularly get in front of decision makers
 Zero in on key decision prospects
 Push Your Sales Team
 Get your sales team out to “pound
the pavement”
 Arms you with purpose and information
 Differentiate from competition
 ROI is Easy to Measure
 A simple way to measure sales and marketing message
effectiveness
 Engage in Direct Contact
 Is one of today’s most successful
marketing approaches
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7. Why TAP?
MAKE THE 5th CALL...
 Make at least 5 total call attempts to each prospect
 44% of salespeople will stop calling after the first call
 Another 22% stop calling after the second call
 14% more will stop calling after the third call
 An additional 12% will stop after the fourth call
 This means 92% of salespeople quit after the fourth call
 70% of the population needs at least 5 contacts before they'll trust you enough to grant
you an appointment
If you want to beat 92% of your competition,
make that fifth call!
…however, stats also suggest that 93% of prospects are not actively seeking consultants.
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8. Critical Success Factors
• Executive buy-in and oversight
• LIST, LIST, LIST Sample TAP Metrics
• Have a common goal
 Target “real” buyers of your services
• Set baseline metrics you can measure and track
 Ensure information is up to date week-to-week during the campaign
• Post in office, keep a running chart – and
• Sales buy-in celebrate successes
• Follow program, be creative  Number of prospects/contacts:
 Number of acknowledgements:
• Track/share results and ROI  Number of appointments:
 Number of submits:
 During weekly sales meetings
 Number of placements:
 Friendly internal competition  Total revenue:
 Built into CRM Plan on a 30% return
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9. Sample TAP Detailed Program Schedule
December 2011
MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY
4 5 6 7 8 9 10
Week 1 – - Prep Postcard - Mail Postcard
Mail Postcard
11 12 13 14 15 16 17
Week 2 – - Follow-up Phone Call/Email - Follow-up Phone Call/Email - Deliver Package - Deliver Package
Drop-off Package on Postcard on Postcard
- Prep Package
18 19 20 21 22 23 24
Week 3 – - Follow-up Phone Call/Email - Follow-up Phone Call/Email - Deliver Package - Deliver Package (optional)
Drop-off Package on Package on Package *Try to deliver all on this day
- Prep Package
25 26 27 28 29 30 31
Week 4 – - Follow-up Phone Call/Email - Follow-up Phone Call/Email - Deliver Package
Drop-off Package on Package on Package (optional)
(HOLIDAY WEEK; CONSIDER - Prep Package - Deliver Package
ALTERNATIVE) *Try to deliver all on this day
January 2012
1 2 3 4 5 6 7
Week 5 – - Follow-up LinkedIn Message - Follow-up LinkedIn Message - Deliver Package - Deliver Package
Drop-off Package and/or Phone Calls on Package and/or Phone Calls on Package
- Prep Package
8 9 10 11 12 13 14
Week 6 – - Follow-up Phone Calls and - Follow-up Phone Calls and - Follow-up Phone Calls and
Follow-up on Final Package Emails Emails Emails
Delivery
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10. Poll #2
Are you satisfied with the number of new
accounts you open each month?
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11. The Best of Both Worlds
Marketing Creativity Strategic Selling
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12. Qualifying Your List
Enterprise
(1000+ employees)
Mid-Market (100-999 employees)
Small Business (1-99 Employees)
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13. Who to Target and Why? Look at Your Existing Clients.
Vertical Industry Job Function/Technology Problems Solved
Financial Services Data Warehousing Informed decision making
High-Tech Java/.NET Mobile application/transactional
processing
Life Sciences Data Storage Capacity planning
Retail Virtualization Reduced data center cost/complexity
Customer Success Stories
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14. Impress Them with What You Know About Their Business
Situational Knowledge
Regulatory Compliance Issues
Press Releases
Trends & Benchmarks
10 K Statement (risk CFR 21 Part 11
factors) Basel II Industry Trends
Industry Publications FDA Competitor Analysis
IT Projects
Benchmarking
M&A Reports
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15. Tying it All Together with Word Tracks
• I specifically included you in our campaign because...
Credibility • In researching you and your company I understand...
Builder
• You’re rapidly growing through M&A which creates…
Reference • Systems integration and software redundancy issues…
Challenge
• We recently helped “ABC company” solve this challenge…
Relevant • Would it make sense to schedule a call to discuss further…
Success Story
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16. Value Propositions
Improve Sales Effectiveness through
• Talk outcomes, not products or processes Client Stories
• Tie results to critical business issues
• Include metrics or statistics
• Refer to actual customer successes
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17. Metrics that Matter! Activity Up or Down?
Order 2012 OPR Report Here: http://www.techservealliance.org/research/operating-practices-report.cfm
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18. Objection Prevention Tips
Objections
Click on image to download report.
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19. TAP Best Practices
• Most overlooked, yet most important asset of a TAP is your list
• Consider targeting former clients who moved companies or past
candidates who have been promoted into manager roles
 Leverage summer interns to help research, build, validate lists
• Avoid highly secure industries/companies: Govt, Pharma
• VMS accounts are OK as long as you are comfortable with longer-term
results vs. quick hit reqs/placements
• Utilize LinkedIn/Twitter as an alternative way to reach contacts if you
are unable to connect in person, phone or email
• Track of result to ensure accountability, even those who tell you to touch
base in 3 months or so
• Personalize and share successful email/VM scripts
• Consider a sales contest to build excitement and momentum
• Schedule weekly sales meeting or add to existing sales meeting, share
what’s working/what’s not working
• Don’t forget security/admin – bring them something too
• Use for onboarding new reps!
• Gain efficiency, keep consistency (during drop-off weeks)
 Focus on the physical distance/relationship to minimize drive time
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20. Consultis TAP: Hello, I’m X
“The sales campaign broke down client
barriers, it set us apart from all of the other
competitors trying to get in the door and
significantly increased our activity even
during a downturn.”
― Jamie Delsing, Managing Partner, Consultis
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21. SPR Companies TAP: Did You Know — Wisconsin [insert quote]
“We launched the Milwaukee TAP in an effort to re-introduce our brand as
well as new services to past clients, existing clients and prospects. The
campaign led to enhanced sales productivity, meetings with companies we
couldn’t get into before and a new revenue stream – of which continues to
grow months after the campaign ended. We are so happy with the results, we
are preparing to launch a second campaign in a different market and
leverage it as a way to open new accounts and reach growth goals.”
―Andy Stanis, Executive Director of Sales, SPR Companies
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22. iSphere (TAP) — Texas
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23. Resources
• TechServe Alliance Expert Network: http://www.techservealliance.org/resources-
tools/expert-network.cfm
• TechServe Alliance Operating Practices Report (OPR):
http://www.techservealliance.org/research/operating-practices-report.cfm
• IT Staffing Sales Rebuttal Book: http://www.menemshagroup.com/free-download-
it-staffing-sales-objection-rebuttal-book/
• Target Account Program Case Study (Consultis):
http://www.clearedgemarketing.com/case-studies.php
• Connect Leader (list building, outbound calling cloud-based software):
www.connectleader.com
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24. Early Bird Deadline: August 1

25. Questions?
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26. Leslie Vickrey Dan Fisher
CEO Managing Director
(312) 731-3149 (888) 553 -3083
lvickrey@clearedgemarketing.com dan@menemshagroup.com
Twitter: @lvickrey Twitter: @dantfisher
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