Follow a system Cold Prospects (identified as having potentially great potential) What system are you using to attract new business? Warm Leads How many conversations you Opportunities need to generate potential Proposals & Quotes opportunities? New It’s a numbers Customers game!
Goal orientatedWhat gets measured gets doneKeep it simple, easy to maintain, & transparent
So what? How you are wired – how you feel about selling – will determine your success
Do you really want to adopt a winning mindset ?
Make a commitment and talk to yourself! Remove scepticism and cynicism Think positively and talk to yourself Be disciplined and banish all hindering thoughts Adopt new habits
Use CATs to boost confidencePositive Capability Affirming Thoughts (CATs) “I’m “I will make“Come on you “Keep determined to that phone call can do it!” smiling” get this done” NOW” “I’ve done this “Think of the “I am going to “Stay before – I can benefits when enjoy this confident” do it again!” you finish” event”
Winners all apply psychology tobuild on their technical excellence
Focus on making small stepsWhat does marketing activity this month look like?How many conversations do you need to have this week?Who do you need to contact today?
Break down your plans into bite sized goalsBIG GOAL: Run Marathon (26.2 miles) One year from todayKey Milestone 23 miles 11 monthsKey Milestone 19 miles 9 monthsKey Milestone 13 miles 7 monthsKey Milestone 9 miles 5 monthsKey Milestone 4 miles 3 months
Understanding how professionalservice buyers think & behave
People buy on emotion first, logic secondYour clients will assume that you are technically competent. Technicalcompetence will not be the critical reason that someone instructs you
Questions for you to answerHow are you going tobuild an emotionalconnection with yourclients and prospects?How are you going tostay visible with yourpersonal key contacts?
How to influence, build profile & stay visible“successful marketing is about intelligentelbow grease – do the right things & do themoften. You must stay visible to make it easy”Bernard Savage
Lead Generation model£ budget/ revenue target Your Sales Pipeline ‘Coffee’ Lead Generation Speaking ‘Coffee’ Conversations Press Networking Fees unsecured ‘Saw this & Prospects thought of you’ Referral strategy E marketing On line b Pitches Fees secured or expected based on £ existing client repeat business & brand
……….or is this more typical? “a new “we always “its time to corporate id have a golf print a new will make us day” brochure” look more modern” “the magazine “we need to said that they “xxxx refresh our have a special always website offer if we sponsor because the advertise in events” executive think the Dec issue” it looks dull”
To influence your target ‘touch them’6-8 times across 12-18month period
Use a variety of different methods toattract your prospect On line, VideoCommunication Telephone Email Face to Face conference eg extranet or blogformat Seminar Networking Newsletter Hospitality PR invitation eventMarketing Send an Provide Hand written Write article article a referral or Thank You Case Studies for prospectactivities of interest introduction note publication Support Speak at Provide Podcast Testimonials charity Team Meeting FREE training
Stay very close to your friends(clients & potential referrers of work)
Client retention is more profitable Investing in client development (the right ones) is ten times more productive from a marketing perspective than chasing prospects Increase in client retention of 5% leads to an increase in profitability of 14%, yet an increase in new business of 5% only delivers an increase in profit of 5% Source: Bain & Co consultancy
Immerse yourself in clients worldRead trade press; attend conferences;visit clients location; understand keyissues; talk their language….what else?
Increase focused client contactFace to Face Phone On lineMail E-mail Press
SMART objectives for Key Clients Specific Measurable Achievable Realistic Timelines
Okay Bernard, so what exactly do I need to do?
1. Don’t sell, drink coffeeDemonstrateempathy to buildtrust – simply ask Success is creating aquestions & listen dialogue, not a saleattentively
Questions to ask at ‘coffee’ meetingsWhat the prospect does Why the prospect does it that wayWhat do you do? Why do you do it that way?Tell me more about….. What are the advantages for you of doing it that way?What is the company’s strategy? Why did you decide to call us today?What kinds of projects are you personally handling Who is involved in making the final decision to….?now? Who the prospect is currently working withHow the prospect does that Who are you doing it with?How do you do it? What do they do well?Tell me more about….. What areas do you feel could be improved?How is the company reacting to [the current economic What is the reputation of xxxx in the market place?downturn]?How do you differentiate versus your competition? Whether and how you can help the prospect do what he does betterWhen and where the prospect does what he does How can we help you do it better?When and where do you do it? How are you going to choose who you’ll be workingTell me more about….. with?What are your plans for….? Have you ever worked with another company like oursWhere do you hope this….leads you? before? What kinds of relationships are you hoping to develop in the future?
2. Speak at trade eventsYou have a captive You will build profileaudience to & thought leadershipcommunicate with credentialsIts more cost Change fromeffective than just ‘interruptive’ toattending events ‘permission’ communication
3. Follow up within 72 hours of networking events Sell the ‘coffee’ not your credentials Friendly & informal tone of voice Email is easier than phone Don’t limit follow up to just those people you met
Just email and say“Hi John,Good to meet you at xxxx yesterday. Hope your head is not as sore asmine this morning!I am in yyyyyyy 21st Nov and would love the opportunity to learn moreabout ..... Have you got 30 minutes for a coffee?If this doesn’t work, perhaps you can suggest alternatives in Dec –perhaps we can meet on a future visit to yyyyy – planning another visit4-6 weeks later?Kind regardsPeter
4. Get articles published – both print & on line What trade press do your clients & targets read? Participate in LinkedIn groups
How?Identify what your targets read & cultivate relationships with journalists of publicationsFind out publication forward featuresWrite interesting articles that fit tone of voice of publication – make it easy to get placed
Embrace on line mediaSegment groupsyou want toinfluence &research where &how theycommunicateWhat problems doyou see on forums?
5. ‘Saw this and thought of you’ hand written noteSend articles of interest,eg best practiceProvide marketintelligenceYour aim is to stayfront of mind & showyou care
6. Ask for referrals & testimonials You are mitigating risk for potential buyers
Perhaps we don’t ask because……… Not theEmbarrassment Awkwardness British way Never Doesn’t seemFear of rejection think of it professional If they knew someone, they’d probably mention it anyway
Different types of referralValue of referral Please mention my name & here’s what you need to know
Different types of referralValue of referral I’ll call, email or write for you
Different types of referral I’ll set up a meeting & makeValue of referral the introductions
You might say “We want to grow our business and I’d appreciate your advice on who you think I should be talking to” “Would you feel comfortable recommending us?” “Who do you know who might also appreciate the services we have provided you?”
Show that you understand the prospect’s position Paint pictures of profiles of clients you have helped (Context, Action, Result) You can protect anonymity
Focus on building trust Rapport Share intelligence Provide introductions Deliver on promises Be consistent
How you can win new business: Your 7 winning sales strategies1. Don’t sell, drink coffee (focus on building relationships, not fees)2. Speak at trade events3. Follow up (quickly)networking activity4. Get articles published (on & off line)5. ‘Saw this & thought of you’6. Referral strategy7. Case studies & testimonials
What action are you going to take? Plan the work; & Work the plan Make a commitment to do something; do a little & often Measure activity