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 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

  1. 1. Understanding Lead Generation The Basics of Business Growth Presented By: Chris Scafario, DVIRC October 2010
  2. 2. 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
  3. 3. Our Solutions to Today’s Challenges: Web Marketing Lead Generation Tactical Support Marketing & Sales Planning ResearchStrategy
  4. 4. Our Team = Your Success Market & Economic Research Manager Market Research Support Project Coordinator Market Positioning Support Director Marketing Services Sales Support Sales Support Sales Support Sales Support
  5. 5. 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 a 60+% client retention and migration rate for our consulting services
  6. 6. We Introduce a Structured Process
  7. 7. Our Process for Business Growth Profile Target Opportunities Build Databases Create Messaging Communicate to Target Markets Get Sales Appointments
  8. 8. 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!
  9. 9. In Our Travels
  10. 10.  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 All Know These Folks…
  11. 11. “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.”
  12. 12. They Compete Where they Shouldn’t This is Their
  13. 13.  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 ! Companies Can Fight Back….
  14. 14. 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!)
  15. 15. Why it works… Profile Target Opportunities Build Databases Create Messaging Communicate to Target Markets Get Sales Appointments Products Markets Sellers Decision Makers Market Needs / Pains Unique Selling Points Structured Outreach Qualified Leads
  16. 16. 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
  17. 17. 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 Potential for New Products/Services/ Models A structured approach towards Prospecting & Sales
  18. 18. 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 Assess…
  19. 19.  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…
  20. 20.  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. We…
  21. 21. Capitalize on the 4 P’s
  22. 22. 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.
  23. 23. 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.
  24. 24. 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….
  25. 25. 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
  26. 26. Map Out Your Activities… Microsoft Project 2007 can help 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
  27. 27.  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!
  28. 28.  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
  29. 29.  Measure Success
  30. 30. “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!
  31. 31. “The ancestor of every action is thought….”
  32. 32. Where We’ve Been…
  33. 33. Where We’ve Been…
  34. 34. 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!!!