Lead Generation Rekindle Relationships

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Lead Generation - Don't Forget Inactive Accounts

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Lead Generation Rekindle Relationships

  1. 2. <ul><li>TARGETED MARKETING </li></ul><ul><li>How to Get Started </li></ul>
  2. 3. What Result are You Seeking? <ul><li>Retention of Client base </li></ul><ul><li>Reactivate dormant accounts </li></ul><ul><li>Reward Referrals </li></ul><ul><li>Targeted lead generation </li></ul><ul><li>Top of Brand Awareness…keep your name in the front of the pack </li></ul>
  3. 4. <ul><li>Does your billing or sales software export customer data as a text file, like excel? </li></ul><ul><li>Is your client data updated regularly? </li></ul><ul><li>Does your database include e-mail addresses? </li></ul><ul><li>Does your database include prospects and/or dormant accounts? </li></ul><ul><li>Can you clearly define your ideal client? </li></ul>What data do you have to work with?
  4. 5. What Message for your Customers? <ul><li>Tell a story – how your service or product solved a problem. </li></ul><ul><li>Reminder of how you are different – why they should buy from you. </li></ul><ul><li>Testimonial – let others share why they chose you. </li></ul><ul><li>Special Offer – we give deals to new accounts and our clients know that. Offer something your client doesn’t currently buy or that would improve your relationship with that client. </li></ul><ul><li>Introduce a new service or product – how you are evolving to respond to your clients’ needs. </li></ul>
  5. 6. Marketing Media - Customers <ul><li>Postcard – best method to send one message, no issue with blocked by the server , you control the quality of your image and product. </li></ul><ul><li>Newsletter or sales letter – best for professional, consultant message. Formal equates to expert. </li></ul><ul><li>E-mail message – short message can be easier to implement, economical to send, a good supplement to a multi-media marketing program. </li></ul><ul><li>Phone or visit that offers value – no idle chat, no sales talk. Today’s buyers only have time for people that make their workday better , solves a problem fast, saves them time or money. Become their expert resource . </li></ul>
  6. 7. Content Checklist - Customers <ul><li>Call to Action – what do you want them to do? </li></ul><ul><li>Sense of Urgency – Give them a reason to ACT NOW </li></ul><ul><li>Track your response “hits” – use an 800#, include an offer code or track-able price, “bring in this coupon”, log-on and enter to win contest, etc… </li></ul><ul><li>Phone, Website, email and now QR Code …options they are comfortable using to communicate with you </li></ul><ul><li>Personalization – everyone likes to be remembered. </li></ul>
  7. 8. Message to Reactivate Dormant Accounts <ul><li>Your company has gone through changes and came back stronger – tell them </li></ul><ul><li>You miss them and would like to get re-acquainted – tell them </li></ul><ul><li>You now sell, produce, offer services they don’t know you do – tell them </li></ul><ul><li>Your loyal buyer is gone – you need to “court” the new buyer on how much easier it is for him/her to keep you as their vendor of choice </li></ul>
  8. 9. Marketing Media - Dormant <ul><li>Sell Sheet or Rack card -use bullet points with topics of interest to them </li></ul><ul><li>Introductory letter – We’ve missed you, we believe our XXX service is a good fit for your company </li></ul><ul><li>Invitation Card – announcing we now offer XXX, come take a tour, let’s meet over coffee, etc. </li></ul><ul><li>Ad Specialties – take a gift for your face to face meeting, or prize for the first 50 who respond, etc. </li></ul>
  9. 10. Content Checklist - Dormant <ul><li>Make sure you have current, up-to-date contact information – staff time on the phone getting new info is the best, using a list cleaning service is the next best option . </li></ul><ul><li>Include what you are going to do next for them – call and offer to meet , give them a welcome back special offer, request an opportunity to solve a problem they’re facing . </li></ul><ul><li>Ask permission to keep in contact – If they say yes, you’re one step closer. If they say no, you can reallocate your resources. </li></ul>
  10. 11. Referrals - Nurture this Resource <ul><li>A Referred Client has already been told you are a quality company. </li></ul><ul><li>A Referred Client is less likely to price shop for your services. </li></ul><ul><li>A Referred Client is more likely to stay with you for a longer period of time. </li></ul><ul><li>A Referred Client costs you less time/money to “court” for their business. </li></ul>
  11. 12. Opportunities for Referrals <ul><li>When you come to the rescue for a current client – it’s a good time to ask… who else might we be able to help? </li></ul><ul><li>Let others speak for you… educate your networking peers, describe to them, your ideal client or opportunity. </li></ul><ul><li>Offer a Reward for a Referral that becomes a client. Use the back of your business card, create a footer on your email, include asking for referrals as a part of your sales materials. </li></ul><ul><li>Thank a current client for their business a hand-written note still has the highest value. Top of brand awareness increases your potential for referrals. </li></ul>
  12. 13. Marketing Activities - Referrals <ul><li>Enclose a customer survey with your invoice. </li></ul><ul><li>Deliver a reward “gift” to a customer or fellow networkers that sent a client to you. </li></ul><ul><li>Make sure your website makes it easy for visitors to forward your information to others. </li></ul><ul><li>Track the number and % of new clients that come from referrals and share in your communication with your clients. </li></ul><ul><li>If referrals are the best method for new accounts – why prospect? Mindset… always stay in the seek mode (not a reactive mode). </li></ul>
  13. 14. Referrals – You might start with: <ul><li>Whom do you know who… (finish the question with a specific customer profile) </li></ul><ul><li>I’m expanding my business and am seeking new clients. I need your help… </li></ul><ul><li>I have something important to ask you. </li></ul><ul><li>We’re looking for more customers just like you. Do you know of someone that could use our services? </li></ul>
  14. 15. Lead Generation – Define the Target <ul><li>What client profile purchases your high margin sales? </li></ul><ul><li>What client profile brings strong repeat business ? </li></ul><ul><li>Are these profiles available, rented or purchased from a mail or email list provider? </li></ul><ul><li>What has been your best “fishing hole” for new accounts? </li></ul><ul><li>What is your sales process? How many “touches” are required to generate a sale? </li></ul>
  15. 16. Lead Generation - Message <ul><li>What would your clients say is the biggest reason they buy from you? </li></ul><ul><li>How would you avoid using the “lowest price” as your approach for prospecting? </li></ul><ul><li>How are you different from their current supplier? </li></ul><ul><li>Why are you a valuable resource? </li></ul><ul><li>What offer would entice them to become a new client? </li></ul><ul><li>Hint: if it’s not an offer that would get you to buy – it won’t get them to buy either. </li></ul>
  16. 17. Lead Generation - Media <ul><li>Determine if your leads lists should be further separated into specific groupings (niche). </li></ul><ul><li>Determine what message or offer is “ideal” for each niche. </li></ul><ul><li>What is the dollar value of your average order? What is the average lifetime value of your client? What is your budget per lead? </li></ul><ul><li>Now we can select the media, the number of “touches” and the budget needed for generating leads. </li></ul><ul><li>Stay the course… track results, test message and adjust. </li></ul><ul><li>If you must trim budget “court” a smaller niche group or stretch intervals a little. Leads are not optional, they’re your future. </li></ul>
  17. 18. <ul><li>Lead generation </li></ul><ul><ul><ul><li>Mail list acquisition, integrated marketing campaigns, mailing services </li></ul></ul></ul><ul><li>Cross sell / up-sell </li></ul><ul><ul><ul><li>Database management, variable/personalized printing, fulfillment </li></ul></ul></ul><ul><li>Customer retention / re-activation </li></ul><ul><ul><ul><li>CRM campaign management, database management, promotional items </li></ul></ul></ul><ul><li>Control of your brand identity materials </li></ul><ul><ul><ul><li>Web to print systems, graphic design, posters signs and banners </li></ul></ul></ul><ul><li>Marketing performance analysis </li></ul><ul><ul><ul><li>Integrated direct marketing, online reporting, variable/personalized printing technologies </li></ul></ul></ul>Providing Capabilities to meet your Business Objectives
  18. 19. Providing Capabilities to meet your Business Objectives <ul><li>Printing services - Digital and Offset </li></ul><ul><ul><li>Variable / Personalized </li></ul></ul><ul><li>Posters, signs and banners </li></ul><ul><li>Web to print technologies </li></ul><ul><li>Direct mail services </li></ul><ul><ul><li>Integrated direct marketing technologies </li></ul></ul><ul><ul><li>Database management </li></ul></ul><ul><li>Promotional items </li></ul><ul><li>Graphic design </li></ul><ul><li>Complete bindery and finishing services </li></ul>
  19. 22. Sir Speedy Phoenix/Glendale <ul><li>www.sirspeedyphoenixglendale.com • [email_address] </li></ul><ul><li>Phone 623.939.0092 • Fax 623.939.7073 </li></ul><ul><li>5310 W. Glendale Avenue • Glendale, Arizona 85301 </li></ul>

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