Some of you know me and some don’t. Some are NMCC graduates and are here for a refresher. Some have heard me speak and want to hear the message once again—can never hear about referral too often or too much. Some of you I don’t know yet. I’m going to change that right now!
Maybe you feel like this or your customers do
Transition: When you adopt referral marketing you address all of these issues. Let’s find out why/how
Don’t have to be a follower-find your own direction. You will hear my opinions today—may be different than you’ve heard before or different than the way you’ve worked before—agree or not. Know what works--share
How do you do they’re “qualified?”Lists—one Partner told me that lists they get are a waste—people not there anymore, wrong contact information, not qualified
Try to make lists sound qualified--NO
Shannon—I think I took this from the web—needs to be replaced
Shannon—need new image—maybe someone who look like has authority
Shannon—This slide’s a mess. Need new image (s) Can also break into two slides if you think it has more impact.
Shannon—image showing a perfect client
Joanne – not sure if this violates any copyright. Check with your contact and let me know how to proceed.Shannon—got this from the web and love it. If we can’t keep, I’ll connect with my person at Cartoon Resources, and maybe we can come up with something
Shannon—something showing opposites—This is a lead in to the next slide
Shannon—Can you create a chart here? Maybe a checklist of criteria with the actual criteria too small to read, but enough detail so people can see it’s a chart.
Shannon—image of firing someone
Shannon—need image here. This is tougher—I want to show a cost to do business with a PITA—costs a lot more than we imagine
Pre-sold: Know who we are and the work we do delivers solid business resultsTrust: Referred by a respected sourceShortens: Eliminate prospecting—demand gen occurs through people you knowCompetition: What?Face-time—Where we want to beCosts: No line item on a profit and loss statement for referrals
Ask: When you receive a qualified referrals—your ideal client and wants to talk to you.STAND UP AND CLAP—STAY STANDING
A plan is not a plan unless it’s written. If all you do is write and put in a drawer you will have a 70% better chance of achieving your plan than if you never wrote it.
YES—stand upNO—stand up
I close the gap (use hands)Consistently hear—forget, no mining referrals, nice when they happen. What if you made them happen—every, single day?Referrals work whether:New project within existing customerNew business unit within existing customerBrand new customersCollaborating with other partners
1. Get the TrashOut of Your Funnel October 9, 2012
2. Welcome! I’m Joanne Black
3. I’m Here In San Francisco
4. The Book On Referral Selling
5. How Are Your Customers Doing?
6. Business Challenges 1. Reaching the decision maker 2. Converting prospects to clients 3. Budgets cut 4. Getting qualified leads 5. Making time to follow-up
7. Discuss Today • Why the shape of your funnel matters • The damage when your funnel is clogged • Get the “right” people in your funnel • How to create real velocity in your sales funnel • Identify your Ideal Clients and fire the others
8. You Will… • Increase your conversion rate • Have the best people in your pipeline • Shorten time moving prospects to clients • Work with only qualified leads • Calendar 3 meetings in 7 days
9. Joanne’s Points of View Contrary to popular belief
10. The Traditional Sales Funnel Too many unqualified leads …clog up the funnel
11. Consider… If leads are “unqualified”, are they really leads?
12. Typical Demand Generation • Companies that promise to deliver “qualified leads” to your inbox • Companies that sell you lists • Website visitors • Social media • Downloads • Blogs
13. Qualified? Research makes it ok?
14. They May Just Be • Curious • Expanding their knowledge • Researching a competitor • Sending a link
15. “Lead” Sorters A, B, C • Prioritize • What work on • What put aside
16. More Sorters • Suspects • Prospects • Clients • Dead
17. Looks Like…
18. Joanne’s Point of View Generating Qualified leads is the most important step in your sales process
19. Why Qualify? Ensure Prospects • Match your capabilities • Are willing to talk to you • Value your services • Don’t waste your time
20. Who Qualifies? • You? • Marketing?
21. The Role of Marketing – Advertising – Conferences – Email campaigns – Website presence – Direct mail – Marketing automation
22. The Role of Sales Getting in front of the “right” people
23. But You Might Say… – Prepare for the meeting – Craft questions to ask – Overcome objections – Uncover the real issue – Decide team roles – Propose – Present – Close – Follow-Up
24. If You Don’t Get to The Right People Nothing else matters…
25. Joanne’s Point of View Generating Qualified leads is the most important step in your sales process
26. Typical Qualifying Criteria • Industry • Geography • Business Unit/Function • Company Size
27. Other Typical Qualifying Criteria • Budget • Authority • Need • Timeframe
28. Begin the Qualification Process
29. Two More Criteria • Kind of person • Business situation or need
30. Who is Your Ideal Client?
31. Who Is Your Ideal Client? • Collaborative • Listens • Values our work • Respects deadlines & deliverables • Keeps promises • Sense of humor • Open to new ideas • Budget authority
32. Is This Ideal?
33. Ideal Client Who is the opposite of our Ideal Client?
34. What You Don’t Want A PITA client!
35. Fire the PITA Wears us out
36. Fire the PITA Frustrates us
37. Fire the PITA Makes us angry
38. A PITA Client • Drains our energy • Wastes our time • Uses too many resources • Is never satisfied • Never refers us • We don’t make money
39. Your Criteria Select your specific criteria YOUR CHECKLIST 100% 50 sample 0
40. Your Criteria • If they don’t match your criteria, you have a PITA on your hands • Fire the PITA now
41. You Know Who They Are PITA clients are an opportunity COST
42. You Know Who They Are PITA clients are an opportunity LOST to work with our Ideal Clients
43. Fire the PITA Say NO! Don’t create an opportunity cost for your business.
44. Statistics From a Sales VP 10 percent improvement in conversion rates in the beginning of the qualification process can result in…
45. This Result A 40 percent increase in sales productivity
46. The Big Question How do we increase our conversion rate?
47. The Answer? Turn the funnel upside down? …this won’t work.
48. The Answer Get only qualified leads in your sales funnel
49. The New Funnel Get more qualified leads… …and increase velocity through the funnel.
50. How Do You Get Qualified Leads? Through referrals
51. Referred Prospects You receive an introduction!
52. Why Referrals Work • Pre-sold • Credibility and trust • Sales time shortens • Competition goes away • Time with clients increases • No “hard” costs
53. Why Referrals Work What percent of the time do you get a new client? 30% 100 50% 80 70% 60 40 90% 20 100% 0
54. You Need a Targeted Strategy • Written referral sales plan • Weekly written referral goals • Methods to track and measure referrals • Accountability for results
55. Do You Have a Targeted Strategy?
56. What is Your Answer?
57. Targeted Referral Strategy It’s But it’s not
58. It’s About Velocity Qualified referrals will move quickly through the funnel
59. CSO Insights Barry Trailer bets his house • www.csoinsights.com
60. It’s Not The number of leads in your funnel
61. It Is The number you get through that counts
62. It Gets Better Your new, faster-moving sales energy …will generate more qualified leads through referrals.
63. No More Smoke and Mirrors • Is the trash out of your funnel? • Are you ready to schedule your 3 meetings in the next 7 days?