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Sales Leads Made Simple

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My name is Chris Scafario. I am the Director of Marketing Services at DVIRC, a leading economic development organization in the Greater Philadelphia region. Each year we work with hundreds of highly ...

My name is Chris Scafario. I am the Director of Marketing Services at DVIRC, a leading economic development organization in the Greater Philadelphia region. Each year we work with hundreds of highly advanced manufactures. My role is to develop the processes and services that contribute to the top line growth of these organizations.

My Lead Generation Service has been designed to target 100 or more company specific decision makers with the unique selling points of my client’s business. I use a structured process for growth that includes a detailed plan for market positioning, new database creation, 4 points of direct outreach and a rigorous inside sales follow up component with real time feedback.

My Business Growth Services are recognized by Leading Banks, Business Owners, Economic Development Experts, and University Professors as being the area’s most cost effective way to jumpstart flat revenue growth. And, 8 out of 10 of the Businesses I work with have gone on to request additional work from my team or refer us to their friends and associates.

My deliverables on any one project can easily create a double or even triple digit impact to any organization’s top line sales. If you are looking to get serious about growth, you need to get serious about Lead Generation.

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Sales Leads Made Simple Sales Leads Made Simple Presentation Transcript

  • Understanding Lead GenerationThe Basics of Business Growth
    Presented By:
    Chris Scafario, DVIRC
    October 2010
  • Why Are We Here?
    In 2008, a NIST Study of owners of small and midsized companies identified:
    • 6 of 10 need a process for Cost Savings
    • 8 of 10 need a process for Growing Sales
  • Our Solutions to Today’s Challenges:
    Graphic Design
    Photography
    Plant Tour Videos
    Newsletters
    Email Management
    Campaign Design & Management
    Market Launch
    Keyword Research
    Online Ads
    Link Building
    Site Optimization
    Viral Networking
    Performance Metrics
    Market Positioning
    Opportunity Scouting
    Database Creation
    Prospect Validation
    Campaign Design &
    Outreach
    Situational Analysis
    Goals & Objectives
    Market Strategy & Tactics
    Brand Development
    Voice of Customer
    Market Validation
    Web
    Marketing
    Tactical
    Support
    Lead
    Generation
    Marketing &
    Sales Planning
    Research
    Strategy
    Plan of Implementation
    Follow Through
    Evaluation & Control
    Market Opportunity
    User Needs
    Inside Sales
    Market Feedback
    100 Profiled Targets
    200 Decision Makers
    Market Diversification
    Usability Studies
    Architecture
    Design
    Development
    Maintenance
    Database Building
    Database Screening
    Prospect Validation
    Inside Sales Support
    Sales Training
    Project Management
  • Our Team = Your Success
    Director
    Marketing Services
    Market & Economic
    Research Manager
    Market
    Research
    Support
    Project
    Coordinator
    Market Positioning
    Support
    Sales
    Support
    Sales
    Support
    Sales
    Support
    Sales
    Support
  • Our Results…
    • Over the course of the last 2 years, we’ve helped more than 60 clients establish a distinct value proposition, identify growth markets and grow sales, by as much as 25%.
    • Our agency model provides a one-stop-resource for sales and marketing solutions. As a result we have achieved a60+% client retention and migration rate for our consulting services
  • We Introduce a Structured Process
  • Our Process for Business Growth
  • Our Process Goes to Work On:
    • Identifying specific growth opportunities to match competencies
    • Collecting purchasing intelligence related to specific decision makers
    • Building a call-screened database, complete with emails
    • Creating reusable marketing collateral to support active sales efforts
    • Real-time Project Management and Follow-Up
    • Securing Qualified Leads!
  • In Our Travels
  • We All Know These Folks…
    • Lifestyle Business (more than 60% are less then $3 Million in sales)
    • Aging Boomers – with a limited/nonexistent Succession Plan
    • D.I.Y. Mentality- they view the need for outside help as a weakness
    • Over the last 18 months Sales are off by 20% or more
    • Postpone or Avoid Game Changing Decisions
    • They believe inaction is a legitimate course of action
    • They lost a lot of their own personal wealth and are not happy about it !
  • “We used to be a very successful business, until China came along.”
    “We had 6 clients, but the 1 good one made up 85% of our sales.”
    “Our accounts liked us, so word of mouth was all we needed to grow”
    “If I am going to spend money, it should be on equipment.
    That’s what’ll make me money…”
    “I have a guy I pay that manages our office. I can tell him to pick up
    the phone and call some folks and get us some work.”
  • They Compete Where they Shouldn’t
    This is Their
  • Companies Can Fight Back….
    • Scouting Growth Markets
    • Targeting New Customers
    • Creating New Products/Services
    • Committing to Sales & Marketing
    • Identifying USPs
    • Delivering a Value Proposition
    • Being Up For a Fight !
  • We Believe in Holistic Approach to Grow Sales…
    This includes:
    • The foundation for a sales and marketing plan
    • Primary & Secondary Market Research
    • A clear and distinct value proposition
    • Scouting Relevant market opportunities that match competencies
    • A call screened, custom data base featuring well over 100 category specific decision makers
    • Marketing To selected decision makers (letters, post cards, emails*)
    • Internal Sales Support (we make over 100 targeted cold calls!)
  • Why it works…
    Products
    Markets
    Sellers
    Decision
    Makers
    Market
    Needs / Pains
    Unique Selling Points
    Structured Outreach
    Qualified Leads
  • A Structured Process = Comfort
    PLAN: Design or revise the business development process components to improve results
    DO: Implement the business development plan and measure its performance
    CHECK: Assess the measurements and weigh the results
    ACT: Decide on and initiate changes needed to improve the growth process
  • In Planning for Growth, We Focus On…
    • Highlighting Distinct Organizational Competencies
    • Developing a Unique Market Position & Value Proposition
    • Scouting Opportunities for New Customers/Markets
    • Researching Potentialfor New Products/Services/ Models
    • A structured approach towards Prospecting & Sales
  • We Assess…
    Organizational Strengths to target Market Opportunities; we do our homework and define the:
    • Product(what are we selling?)
    • Process (how are we selling it?)
    • Customer(to whom are we selling it?)
    • Distribution(how does it reach them?)
    • Finance (what are the prices, costs and investments?)
    • Administration(and how do we manage all this?)
  • We…
    • Capitalize on Perceived Strengths- positioning each strength as a sales tool or unique difference to help shape market awareness and lead business development / sales conversations with potential clients.
    • Look at Overcoming Perceived Weaknesses- We center our efforts on areas of weakness that can be addressed through our multipronged approach to business development. This includes things like: a softening client base, lack of new accounts and limited sales support. -In addition , we call out potentially debilitating weaknesses and recommend next steps to address them.
  • We…
    • Identify New Market Opportunities- Our research team goes to work scouting opportunities that match our clients
    definitive competencies and builds a profiled target audience around these opportunities.
    • Avoid Threats- We recognize every company can face threats to its growth, or even to basic existence. And we articulate specific areas where technological advances, competitive breakthroughs, loss of skilled labor, government regulations, stiff price competition from imports, and changes in customer preferences can impact our clients.
  • Capitalize on the 4 P’s
  • Getting to the USP…
    The Unique Selling Proposition is what makes you more unique, more valuable, and more visible in your market.
    It’s a game of Distinguish or Die….
    Businesses have to be unique and fill a special niche to be successful in the marketplace. – A USP will help them get there.
  • Getting to the USP…
    Masters of the trade have the ability to dramatically
    differentiate one product or service from another; turning
    commodities into equitable brands.
  • Once We Deliver on the USPs
    People Get Excited…. They want to do more
    • Enhance or Redesign Websites
    • Build Effective, Low Cost Email Campaigns 
    • Create Segmented Marketing Campaigns
    • Train Sales Representatives / New Hires
    •  Create Product Catalogs, Letters and Post Cards
    •  Establish or Redefine the Brand Position.
    • Etc….
  • Implementation requires doing things…
    A Plan is only as good as the actions taken to move it forward. Implementation requires people doing things…
    • A Fixed Schedule
    • Task Owners
    • Accountability
    • Success Measures
    • A Fixed Schedule
    • A Good Prospect List
    • Delivery of the Pitch
    • Task Owners
    • Accountability
    • Clear Success Measures
  • Map Out Your Activities…
    Microsoft Project 2007 canhelp you track and manage your goals. It is as easy as:
    • Building Your Plan
    • Defining Your Timeline
    • Tracking & Managing Your Efforts
    • Closing Out & Reviewing Effectiveness
    • Good Prospect List
    Is a great resource for identifying Target Titles, Networking, S E O & much more…..
    Start a group, connect with peers, stay out there & build your network!
    • A Good Pitch
    • Organic (Free) Web Site Traffic Development
    • New Link Development
    • Local Search Optimization
    • Social Media Optimization
    • Blogging
    • Pay Per Click Marketing Program Development
    • Pay Per Click Marketing Program Management
    • Web Analytics Setup and Management
    • Measure Success
  • “The ancestor of every action is thought….”
    Our Actions goes to work:
    • Identifying specific growth opportunities to match competencies
    • Collecting purchasing intelligence related to specific decision makers
    • Building a call-screened database, complete with emails when possible
    • Creating reusable marketing collateral to support active sales efforts
    • Real-time Project Management and Follow-Up
    • Securing Qualified Leads!
  • “The ancestor of every action is thought….”
  • Where We’ve Been…
  • Where We’ve Been…
  • Everyone Received….
    • Over 100 Uniquely Profiled Target Opportunities
    • Over 200 Names and Titles for Category Specific Decision Makers
    • Real-time purchasing intelligence related to specific decision makers
    • A Call Screened, CRM-Friendly Database (complete with emails in most cases)
    • A Comprehensive Positioning Report Containing: Sales and Marketing, Planning Recommendations, and a Uniquely-Crafted Set of Promotional Copy to be used across applications
    • Real-time Market Intelligence/ The specific Wants and Needs of a New Prospect
    • A CRM-Friendly Record of Every Conversation our Sales team has!
    • An average of 12 Qualified Leads!!!