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How to Find, Influence & Convert More Prospects Into Customers

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Presentation deck from Nov 4, 2010 Puget Sound Business Journal Grow Your Business Expo

Presentation deck from Nov 4, 2010 Puget Sound Business Journal Grow Your Business Expo

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  • Concise, effective and to the point... If you’re interested in the chance to win a 3M PocketProjector MP180, then I reckon this would have an excellent chance in the 3MPitch category. Simply tag your presentation with ‘3MPitch’ and you’ll be entered. Head over to our page for more details!
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  • 1. How to Find , Influence & Convert More Prospects Into Customers Matt Heinz Principal, Heinz Marketing LLC [email_address] @heinzmarketing
  • 2. Last Slide First
    • Find & engage prospects “upstream” before they are active buyers
    • Understand your customer, product & objective before executing
    • Publish your own content to attract prospects
    • Practice customer-centric selling every day
    • Sales & marketing is too important to leave to salespeople and marketers
  • 3. Prospect Engagement Funnel Active Sales Cycle Channels: CRM, 1:1 Goal: Sell New Customer Drip Marketing Channels: Email Newsletters, CRM System Goal: Drive Active Prospects Network / Open Community Channels: Twitter, Facebook, Blog, LinkedIn Goal: Drive Registration Network-exclusive access to content Value-added special offers Discovery events White papers, top ten tips, etc. Testimonials, Success Stories Profile-Specific Messages New product/service offers Referral & Tell-a-Friend Offers Network / Community Invites New Opportunity Alerts 1:1 with Existing Customer In-Market Events Next Step Accelerator Ideas Customer Targets (based on persona profiles)
  • 4. Your customers
  • 5. Marketing Plan in 5 Questions
    • What/who are your targets?
    • What do they care about? What outcome are they seeking?
    • Where do you find them?
    • What or who influences them?
    • How do they want to engage and (eventually) buy?
  • 6. Listening
  • 7. What do customers care about?
  • 8. The buying progression Solution Problem/Pain Objective/Outcome
  • 9. 5 tips for better customer-centric sales
    • Use “you” instead of “I”
    • Treat the first sales call like an interview
    • Align yourself with existing customer priorities
    • Respect their time
    • Let your current customer sell for you
  • 10. Prospect Engagement Funnel Active Sales Cycle Channels: CRM, 1:1 Goal: Sell New Customer Drip Marketing Channels: Email Newsletters, CRM System Goal: Drive Active Prospects Network / Open Community Channels: Twitter, Facebook, Blog, LinkedIn Goal: Drive Registration Network-exclusive access to content Value-added special offers Discovery events White papers, top ten tips, etc. Testimonials, Success Stories Profile-Specific Messages New product/service offers Referral & Tell-a-Friend Offers Network / Community Invites New Opportunity Alerts 1:1 with Existing Customer In-Market Events Next Step Accelerator Ideas Customer Targets (based on persona profiles)
  • 11. Three types of content
    • Proactive
    • Reactive
    • Participatory
  • 12. Planning content Theme 1 Week 1 Theme 2 Theme 3 Theme 4 Week 2 Week 3 Week 4
  • 13. “ Reactive proactive”
  • 14. Gist as your dashboard
  • 15. Participation Best Practices
    • Share
    • Don’t sell
    • Be a trusted advisor
    • Don’t sell
    • Connect, recommend, refer
    • Don’t sell
  • 16. Why do you need this? Needs/Qualification Goal: Secure Presentation Presentation Goal: Establish decision date, send proposal Proposal Goal: BUY Approach Goal: Accelerate urgency, timeline to purchase Open/Attempted Goal: Get prospect on the phone Actively Working Goal: Qualify prospect as 30-60 day opportunity LEADS OPPORTUNITIES Lead becomes Active Opportunity
  • 17. Why do you need a pipeline?
    • Most leads aren’t sales ready
    • You can’t focus on everything
    • The right message at the right time
    • Maximum sales, minimum work
  • 18. How to approach your pipeline
    • It’s a pipeline (but your prospects shouldn’t know that)
    • Differentiate from your competitors
    • DO NOT SELL
    • Automate as much as you can
  • 19. Keys to effective pipeline execution
    • Use a lead management system
    • Clearly define lead & opportunity stages
    • Focus on great content
    • Make it easy for prospects to self-select and move forward
  • 20. Last Slide Last
    • Find & engage prospects “upstream” before they are active buyers
    • Understand your customer, product & objective before executing
    • Publish your own content to attract prospects
    • Practice customer-centric selling every day
    • Sales & marketing is too important to leave to salespeople and marketers
  • 21. Questions?

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