Social media and the prof svces firm

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A simple model to guide the usage of Social Media to generate sales opportunities for the professional service firm.

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  • I follow Justin via his topics about the use of TOC(Theory of Constraints) in creating a sales process that works. So I really apreciated this presentation he created
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Social media and the prof svces firm

  1. 1. How to use social media togenerate sales opportunities forthe professional services firmAdvanced topics in Sales Process Engineering Justin Roff-Marsh
  2. 2. The problem Low << Customization >> High Psychotherapist Brain Surgeon Nurse Pharmacist Low << Client Interaction >> HighPage  2 www.salesprocessengineering.net
  3. 3. The problem Low << Customization >> High Psychotherapist Brain Surgeon Nurse Pharmacist Low << Client Interaction >> HighPage  3 www.salesprocessengineering.net
  4. 4. The problem Low << Customization >> High They may need it, Psychotherapist but they don’t want it!Surgeon Brain They may not to be able to manage without Nurseit, but it ain’t in the budget! Pharmacist Low << Client Interaction >> HighPage  4 www.salesprocessengineering.net
  5. 5. The problem Executives do not: 1. answer their phones 2. attend events 3. go to trade showsPage  5 www.salesprocessengineering.net
  6. 6. History At least 6 in-progress projects at all times (avg $70,000 ea) Database of Grew on back 30,000 of: direct mail executives campaigns, 2. attend events house events, publishing In business and public 15 years speakingPage  6 www.salesprocessengineering.net
  7. 7. History Just a handful of projects (mainly from TOC community) Database of 500 executives Growth? In business 2 yearsPage  7 www.salesprocessengineering.net
  8. 8. History Trade Shows Direct Mail Campaigns Public Relations Online exposure from Traditional Media Promoting Events in Metro NewspapersPage  8 www.salesprocessengineering.net
  9. 9. History Speaking at other people’s eventsPage  9 www.salesprocessengineering.net
  10. 10. Social media: initial experiments Massive effort Speaking at other *Some* evidence people’s events it contributes Loved by to new-client our existing acquisition evangelists!Page  10 www.salesprocessengineering.net
  11. 11. Social media: initial experiments 1,700 followers: drives some traffic to blog: that’s it!Page  11 www.salesprocessengineering.net
  12. 12. Social media: initial experiments Unquestionably useful! Where’s the beef?Page  12 www.salesprocessengineering.net
  13. 13. Social media: some success 10 book-requests a day!Page  13 www.salesprocessengineering.net
  14. 14. Social media: some success Bottom line: $33 / book requestPage  14 www.salesprocessengineering.net
  15. 15. Social media: a formula Must generate physical contact information and, ultimately, conference calls Mustn’t be overly costly Must be automated (we can’t give-away (not labor-intensive) thousands of books!)Page  15 www.salesprocessengineering.net
  16. 16. Social media: a formula 1. Use PPC ad to drive traffic to landing page 2. Offer electronic premium, in exchange for only (name and e-mail) 3. Subscribe to auto- responder sequence – offering physical package 4. On second landing page, capture physical contact details (inc phone)Page  16 www.salesprocessengineering.net
  17. 17. Social media: a formula Text based ads 1. Linkedin 2. Facebook 3. Google AdWords Video ads 1. Google ClickToPlay 2. YouTubePage  17 www.salesprocessengineering.net
  18. 18. Social media: a formulaPage  18 www.salesprocessengineering.net
  19. 19. Social media: a formula http://www.salesprocessengineering.net/salesforecastingreport.htmlPage  19 www.salesprocessengineering.net
  20. 20. Social media: a formulaPage  20 www.salesprocessengineering.net
  21. 21. Social media: a formulaPage  21 www.salesprocessengineering.net
  22. 22. Social media: a formulaPage  22 www.salesprocessengineering.net
  23. 23. Social media: automation 1. Create (and host) your web formsPage  23 www.salesprocessengineering.net
  24. 24. Social media: automation 2. Host and manage your lists (and run e-mail campaigns – even auto-distribute your RSS feed!)Page  24 www.salesprocessengineering.net
  25. 25. Social media: automation 3. Generate your personalized follow-up messages (auto- responder sequence)Page  25 www.salesprocessengineering.net
  26. 26. Social media: final notes Media Contribution Blog (take 1) Initially, use blog only to host the articles you generate as fodder for promotions (you’re a consultant, not a publisher) Twitter Get an account, but use activity on other sites (Blog, LinkedIn, Facebook, etc to auto-generate tweets) LinkedIn Build a good profile, use it as an advertising medium and participate in groups frequented by potential clients Facebook Build a profile, be careful of the photos you post and stay tuned as this medium stands to rival LinkedIn for business users. Also use it for advertising. Blog (take 2) Once you’ve built a list, your list will become your primary source of opps. Now it’s time to start blogging, podcasting, etcPage  26 www.salesprocessengineering.net
  27. 27. ConclusionPage  27 www.salesprocessengineering.net
  28. 28. Conclusion Oh, and register here for updates Join the conversation at: www.salesprocessengineering.netPage  28 www.salesprocessengineering.net

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