2. Here’s what the typical sales
process looks like:
1. Lead generation
2. Nurture cycle
3. Conversion
4. Delivery & Followup
3. Here’s what people usually do
instead:
1. Lead generation Blitz valuable prospects
2. Nurture cycle [Nothing]
3. Conversion Take the money, think less and
less about the relationship as time goes on
4. Delivery & Followup Delivery (no followup)
8. Non-process: A collection of actions or
decisions that change based on
circumstances or parties involved
9. A non-process is:
1. Unscalable
2. Non-transferable
3. Non-optimizable
10. Rule #2:
You can’t optimize a process without data
11. Every process has steps. Each step
has a conversion point.
Measuring your conversions and other metrics at each step
of your sales cycle will allow you to improve it going
forward.
12. Every process has steps. Each step
has a conversion point.
Measuring your conversions and other metrics at each step
of your sales cycle will allow you to improve it going
forward.
Without this data, you’ll be blind in making changes to your
cycle and unable to determine whether they’ve worked
after you make them.
13. there are 2 main metrics
to optimize:
Impression Metrics
Engagement Metrics
15. A local contractor’s website
There are 3 entry steps to this contractor’s sales cycle. It
begins on his website...
Enter email &
phone into
website
Send confirmation &
enter into nurture
sequence
Reach out over the
phone to schedule a
consultation
16. Impression Metrics
This is data that tells you who is SEEING your outreach.
This data is collected at the beginning of each step.
Enter email &
phone into
website
Send confirmation &
enter into nurture
sequence
Reach out over the
phone to schedule a
consultation
Traffic
Time on site
Bounce rate
Open rate
Click-through rate
Rate of getting them on the
phone
17. Engagement Metrics
This is data that tells you who is ENGAGING with your
outreach.
This data is collected at the end of each step.
Enter email &
phone into
website
Send confirmation &
enter into nurture
sequence
Reach out over the
phone to schedule a
consultation
Email delivery rate
Rate @ which they call YOU
Rate @ which YOU call them Win rate
18. Here’s what we’re collecting now...
Enter email &
phone into
website
Send confirmation &
enter into nurture
sequence
Reach out over the
phone to schedule a
consultation
Email delivery rate
Rate @ which they call YOU
Rate @ which YOU call them Win rate
Traffic
Time on site
Bounce rate
Open rate
Click-through rate
Rate of getting them on the
phone (outbound)
21. All of this stuff is automatically
collected.
Enter email &
phone into
website
Send confirmation &
enter into nurture
sequence
Reach out over the
phone to schedule a
consultation
Email delivery rate
Rate @ which they call YOU
Rate @ which YOU call them Win rate
Traffic
Time on site
Bounce rate
Open rate
Click-through rate
Rate of getting them on the
phone (outbound)
22. All of this stuff is automatically
collected.
Enter email &
phone into
website
Traffic: 50 visits/day
Time on site: 2m07s
Bounce rate: 60%
Send confirmation
& enter into nurture
sequence
50% open rate
12% CTR
Reach out over the
phone to schedule
a consultation
57% reached on
phone
97% email deliverability 5% inbound / 90% outbound
30% win rate
27. Here are the tools I recommend:
Email automation
● Mailchimp (recommended)
● AWeber
● Constant Contact
● Infusionsoft
● Ontraport
28. Here are the tools I recommend:
Sales & CRM
● Insightly
● Pipedrive
● Salesforce
● Infusionsoft
● Ontraport
29. When combined, these 2 types of
tools will be able to provide all of
these:
1. Lead generation (Email & Sales/CRM)
2. Nurture cycle (Email)
3. Conversion (Sales/CRM)
4. Delivery & Followup (Email & Sales/CRM)
36. Mailchimp & Insightly
Mailchimp’s automation platform has substantially
improved and will provide you with the functionality you
need.
37. Mailchimp & Insightly
Mailchimp’s automation platform has substantially
improved and will provide you with the functionality you
need.
Insightly will give you all of the CRM functionality you’re
looking for, at least when getting started.
38. Mailchimp & Insightly
Mailchimp’s automation platform has substantially
improved and will provide you with the functionality you
need.
Insightly will give you all of the CRM functionality you’re
looking for, at least when getting started.
Only after you’ve gotten comfortable with their functionality
should you opt for an all-in-one solution.
39. Once you have them set up...
1. Lay out your sales cycle
2. Identify your impression & engagement metrics
3. Write a (minimum) 4-part autoresponder series for email
opt-ins
4. Integrate your email & sales/CRM system into your
website opt-in form
5. Install Google Analytics on your site to measure traffic,
etc.
6. Drive traffic to your site with ads & content marketing
41. most people do the following:
1. Lay out your sales cycle
2. Identify your impression & engagement metrics
3. Write a (minimum) 4-part autoresponder series for email
opt-ins
Skip this
4. Integrate your email & sales/CRM system into your
website opt-in form
5. Install Google Analytics on your site to measure traffic,
etc.
6. Drive traffic to your site with ads & content marketing
42. most people do the following:
1. Lay out your sales cycle
2. Identify your impression & engagement metrics
3. Write a (minimum) 4-part autoresponder series for email
opt-ins
Skip this
so they can’t do this
4. Integrate your email & sales/CRM system into your
website opt-in form
5. Install Google Analytics on your site to measure traffic,
etc.
6. Drive traffic to your site with ads & content marketing
43. most people do the following:
1. Lay out your sales cycle
2. Identify your impression & engagement metrics
3. Write a (minimum) 4-part autoresponder series for email
opt-ins
Skip this
so they can’t do this
Assume this is too complicated
4. Integrate your email & sales/CRM system into your
website opt-in form
5. Install Google Analytics on your site to measure traffic,
etc.
6. Drive traffic to your site with ads & content marketing
44. most people do the following:
1. Lay out your sales cycle
2. Identify your impression & engagement metrics
3. Write a (minimum) 4-part autoresponder series for email
opt-ins
Skip this
so they can’t do this
Assume this is too complicated
4. Integrate your email & sales/CRM system into your
website opt-in form
Assume this is too
complicated
5. Install Google Analytics on your site to measure traffic,
etc.
6. Drive traffic to your site with ads & content marketing
45. most people do the following:
1. Lay out your sales cycle
2. Identify your impression & engagement metrics
3. Write a (minimum) 4-part autoresponder series for email
opt-ins
Skip this
so they can’t do this
Assume this is too complicated
4. Integrate your email & sales/CRM system into your
website opt-in form
Assume this is too
complicated
5. Install Google Analytics on your site to measure traffic,
etc.
Install, never check it
6. Drive traffic to your site with ads & content marketing
46. most people do the following:
1. Lay out your sales cycle
2. Identify your impression & engagement metrics
3. Write a (minimum) 4-part autoresponder series for email
opt-ins
Skip this
so they can’t do this
Assume this is too complicated
4. Integrate your email & sales/CRM system into your
website opt-in form
Assume this is too
complicated
5. Install Google Analytics on your site to measure traffic,
etc.
Install, never check it
6. Drive traffic to your site with ads & content marketing
They do lots of this!
47. most people do the following:
1. Lay out your sales cycle
2. Identify your impression & engagement metrics
3. Write a (minimum) 4-part autoresponder series for email
opt-ins
Skip this
so they can’t do this
Assume this is too complicated
4. Integrate your email & sales/CRM system into your
website opt-in form
Assume this is too
complicated
5. Install Google Analytics on your site to measure traffic,
etc.
Install, never check it
6. Drive traffic to your site with ads & content marketing
They do lots of this! Not so much
48. Let’s take a look at this again...
1. Lead generation
2. Nurture cycle
3. Conversion
4. Delivery & Followup
49. Let’s take a look at this again...
1. Lead generation
2. Nurture cycle
3. Conversion
4. Delivery & Followup
All of this has to be
planned BEFORE the
lead generation step.
Think AHEAD of
where your prospect
is going to be and
PREPARE their
experience before
they get there.