Stunningly Unused Cold Calling Techniques


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  • Rolling Stones, “What’s Puzzling you....”Pink Floyd, “Comfortably Numb..”
  • Rolling Stones, “What’s Puzzling you....”Pink Floyd, “Comfortably Numb..”
  • Marketing automation is not just for marketing – in fact, it has become the secret weapon of the sales department. Forward-leaning sales teams have figured out how to benefit from marketing automation, beginning with integrating it into their CRM systems. This gives the sales team an end-to-end view of a prospect’s lifecycle, and useful information to engage in relevant conversation with prospective buyers.Sales runs on high-octane fuel that consists of intelligence and time. When you know who to call, when to call them, what to listen for and what to say, you close more deals.Marketing automation generates such highly qualified leads that you can identify them as ready for sales engagement — right now.
  • Marketing automation provides organization to an otherwise cluttered world where every prospect looks the same. When marketing automation feeds the sales process, a contact goes from being simply one more name on a list of names, to becoming a unique prospect with known interests and observed behaviors.Through behavioral and attribute profiling, marketing can create segments that have meaning for sales messaging. Email templates crafted to match the messaging to the prospect’s pain make it easy for the sales team to reach out quickly and accurately.Hot leads reveal themselves through behavioral activities, earning scores that automatically place sales-ready leads in a prioritized call list.
  • Website visitor tracking provides sales reps with a real-time monitor and alerts system for prospect engagement. The salesperson can set alerts to get real-time notifications when prospects or customers visit the site (or even a key page), allowing for timely engagement when prospects are most likely ready to have a conversation.Marketing automation has the ability to identify and surface those prospects with the highest probability of buying or moving to the next stage of the buying process.
  • Know what to say to your (soon to be) buyer.Marketing automation provides salespeople with insights into buyer behaviors and profiles unlike anything they’ve ever had before. You can see every aspect of the prospect’s journey and know what brought them to your lead funnel.What whitepapers did they read?What videos did they watch?Which emails did they click on?Which web pages did they visit?Which webinar did they attend?The more you know, the more you can tailor your pitch and address that unique prospect’s concerns accordingly. Marketing automation creates individual activity histories that collect all of a prospect’s engagement points. This enables salespeople to easily connect the dots of a prospect’s engagement journey – to really understand what they’re interested in. This shortens the qualification process when talking to prospects, helps the rep avoid the deadly error of missing the obvious topics of interest, and brings the rep that much closer to understanding the buyer’s pain and making a relevant connection.
  • SiriusDecisions' research shows that 80% of marketing-generated leads that are disqualified by sales will probably buy from someone within 24 months; nurturing helps you remain in consideration. Nurture campaigns are a type of drip marketing that takes prospects along an educational path, keeping your brand top of mind until the prospect becomes sales-ready. In any sales process, knowledge is power. Marketing automation provides both intelligence and a solid foundation for applying it, while synchronizing with sales force automation and other tools to manage the entire sales cycle – beginning well before first contact and continuing along the buyer’s journey.
  • Aligned organizations (i.e., those whose sales and marketing teams formally agreed to cooperate and put a process in place) achieved an average of 32% annual revenue growth, while less-aligned companies reported a 7% decline (Forrester). B2B organizations with tightly aligned sales and marketing achieved 24% faster revenue growth and 27% faster profit growth over a three year period (SiriusDecisions).
  • Stunningly Unused Cold Calling Techniques

    1. 1. Kraig Kleeman / Janelle Johnson Stunningly Unused Cold Calling Techniques There’s Only One Way to Talk... @kraig_kleeman 2
    2. 2. Follow this webinar on Twitter #ActOnSW
    3. 3. Today’s Presenters Kraig Kleeman Aaron Bolshaw @Kraig_Kleeman Author, Speaker, Global Sales Strategist @aaron_bolshaw Sr. Mgr. Database Marketing Act-On Software 4
    4. 4. Agenda The Importance of Data There’s Only One Way... Scripts / Tactics / Outcomes External Perspectives @kraig_kleeman 5
    5. 5. Sting, The Police  #1 Hit on Billboard Hot 100 Chart for 2 Weeks  “Will it go Round in Circles..?” @kraig_kleeman 6
    6. 6. “Poor Data, Poor Outcomes” Paula Chiocchi CEO, Outward Media @kraig_kleeman 7
    7. 7. Principles for Persuasion Ineffective Tactics Tactics that Persuade Easy Out Professional Authority Politeness at the Expense of Persuasion Competence Always Trumps Politeness Lead with Value Proposition Language Lead with Fact-Based Research Ascertain Target’s Buy Cycle and Proceed Accordingly Disrupt the Targets’ Buy Cycle (Your Terms) Objection Deference Head-On is Dead-On Central Focus – Product or Solution Central Focus – It’s ALL about the Calendar Central Focus – Product or Solution Central Focus – Draw Swift Purchase Conclusions Passive Language Assumptive Language @kraig_kleeman 8 Revenue Capture Trends and Metrics Report -Kraig
    8. 8. Value-Proposition Cold Call Easy Out Admin Hello. This is Mr. Williams’ office. Seller This is Joe Smith with Global Enterprise Systems (GES). Do you have a minute? How are you? Is this a good time for you? Politeness at the Expense of Persuasion Sales Resistance Admin What can I do for you? Seller I’d like to schedule a 30 minute meeting with him. Can you help me with this ? Admin Maybe. This is Jane his assistant. What is this regarding? Seller I’d like to introduce him GES. I’d like to introduce him to our agent portal software solution. And I’d like to share with him how we saved Zurich International Insurance Company $1 Million last year. Value-Prop Language Sales Stench Results 0 / 331 @kraig_kleeman 9
    9. 9. Lead with Research Cold Call Admin Hello. This is Mr. Williams’ office. Seller Is he in? It’s all about the calendar Admin No he isn’t. Seller Do you keep his calendar? Assumptive Based Selling Admin Yes I do. Seller Oh good. This is Joe Smith with Global Enterprise Systems and I’m calling to schedule his 15-minute analyst-briefing. I plan to accomplish this no later than Friday of next week. I have availability on Tuesday in the morning, or Wednesday in the afternoon. Which works best for him? Appropriate the Alternative Close Admin What is this regarding? Seller Deadlines Really Work The topic is Optimizing Agent Retention and Improving Agent Productivity… Lead with Research Results • 1,680 Briefings • $30M Forecasted Revenue • $10MM Net New Licensing Revenue 10
    10. 10. RESULTS: Optimizing Agent Retention and Improving Agent Productivity @kraig_kleeman 11
    11. 11. Trends Driving World-Class Finance Organizations RESULTS: Eliminating Headcount of 5 Growing Headcount to 30 $679,000 Deal in 90 Days of Cold Call Abandoned Trade Shows, Online Marketing Spends @kraig_kleeman S 12
    12. 12. Trends Driving World-Class Mobile Workforce Management Smarter Connections RESULTS: @kraig_kleeman 13
    13. 13. Optimizing Medical Records to Drive Clinical & Financial Outcomes @kraig_kleeman 14
    14. 14. The Must-React Workshop – 3 Days  1 Day Pre-Event Preparation  2 Days Onsite  Thousands of Pages of Resources  Video Lectures / Call Scripts / Research Briefing Example  Subject Line - Act-On Jan 28 @kraig_kleeman 15
    15. 15. The Power of External Perspectives  Global Marketplace  War on Talent  Competition is Fierce  Organizations grow Inward & Stale @kraig_kleeman S 16
    16. 16. The United Center Venue @kraig_kleeman 17
    17. 17. Perspective  Passionately Prepared  Invest Time, Money & Energy  Experienced an Outstanding Outcome @kraig_kleeman S
    18. 18. This View... @kraig_kleeman S 19
    19. 19. Thank You! Contact Information: Kraig Kleeman 312.405.9937 @kraig_kleeman @kraig_kleeman 20
    20. 20. How Will Marketing Automation Benefit Me? Janelle Johnson @janelle_johnson Director, Demand Gen Act-On Software | @ActOnSoftware | #ActOnSW
    21. 21. Know Who To Call Identify prospects with a higher probability of buying Prioritize leads based on lead score | @ActOnSoftware | #ActOnSW
    22. 22. Know Who’s Visiting Your Website Real-time notifications • Know when prospects or customers visit the site (or even a key page) Timely engagement • Be alerted when prospects are most likely ready for a conversation | @ActOnSoftware | #ActOnSW
    23. 23. Gather Intel To Tailor Follow-Up • Use every engagement opportunity to learn more • Build a profile that combines demographic and behavior information • Gathering intelligence will save you time and make you more relevant | @ActOnSoftware | #ActOnSW
    24. 24. Stay In Front of “Not Ready” Leads | @ActOnSoftware | #ActOnSW
    25. 25. Collaborate to Achieve Business Goals Faster Organizations where marketing and sales are aligned were 38% better at winning customers than those that were not*. - MarketingProfs Research | @ActOnSoftware | #ActOnSW
    26. 26. Ready to Learn More? Interested in a demo Call +1 (877) 530-1555 Email Web | @ActOnSoftware | #ActOnSW