Presentation To San Francisco Executives Association 4 8 2011 Double Your Sales Ver 1.3.1


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  • Cold calling by telephone is the most effective way there is to get negative feedback.At the same time, when you do connect with a good prospect, a well trained caller can achieve the same level of trust and response using the telephone as a sale rep can in person. But instead of only speaking with one or two prospects a day, using the telephone they can speak with a dozen or more.
  • Life is not like a glass of water that is either half empty or half full. Sales lead generation, as in life, is always refilling our glass.In sales lead generation, it’s the same - the glass is always being filled up while the sales reps close the sales.
  • We have all experienced the of starting a job we’ve been putting off. The hardest part is sitting down and actually beginning. But once we have, we find we can keep powering through as if time was standing still.
  • 1. Get my SFDC and Outlook arranged on my desktop for calling. Once you start these motions, you will find it ever so much more easy to keep on going.
  • The telephone is the most efficient way to get negative feedback. Knowing this allows you to use that to your advantage. We know we are going to get far more “no’s” than “yes's”. A real estate broker told me that every time she gets a no she inwardly says - “Oh yea, another no. I’m that much closer to a “yes”.
  • Most people wait for the referral to come to them. You should go to your referrers. The leads you get from your referrers are prospects that know and trusts the referral source. You probably will have learned more about the basis for a call from your referral source, so you are better prepared. The likelihood of the prospect needing your product or service is much higher based upon the referring source’s estimates.Zoom is launching a new service that is based upon calling our client’s referral sources. You can build whole campaigns around this method.
  • Before today, you probably had no idea how valuable a cold call was, a dial at a time. If every “no” brings you closer to a “yes”, then every dial has a value. Instead of thinking of it as a wasted dial, translate its worth into its contribution of the eventual revenue that will come from closed sales spread over every dial. After all, the sale would have never occurred without the dials, so their worth is calculable. A recent Zoom assignment showed that every dial was worth $222. I would much rather think about the reward worth of the dial than as an empty expense. This calculation was made for a Silicon Valley professional interested in gaining more clients. When you know your value for each dial, all you have to do is pick up the phone and start dialing and start making $222 per dial, even when many of them say “No”.
  • Before founding Zoom Sales & Marketing, I went to a two day training workshop that taught us how to increase our dial to contact rate from the industry average to 90%. I was very skeptical. During the last half-day sessions, we spent the last quarter of a day practicing cold calls from a random list. The instructor kept score. When we had finished at the end of that afternoon, our dial-to-contact rate was an astonishing 85%. Just to finish the story, Xerox did an audit of 75,000 of their recorded dials and came up with the 90% figure.
  • We face a new barrier in our calling efforts, the automated decision tree answering service that wants us to enter an extension, access a directory by name, hit a number for a specific department, but never lets us talk to a person. Even “O” for operator is very often a recording.This is where our decision on the question of “many calls” versus “in-depth pursuit” comes into play. If you need to hit the numbers and can’t get bogged down with in-depth calling, leave a voicemail.If you must pursue in-depth (maybe each lead is so valuable and the list of prospects short that one must make everyone count. In this case, try the following: 1st - always review the prospect’s website. You can find officer’s names there. You’ll also quickly know more about what they do so you sound knowledgeable about them. 2nd - Dial “O” for operator to see if you can talk to a receptionist. 3rd - If you have the name of the person you want to speak with, or the name of the president or CEO, chose the name directory approach. You’ll probable get voicemail. 4th - If you don’t want to leave a VM message, then go back and hit the sales department number. Sales usually answers. 5th - Get referred to the Executive Secretary. Here you can find out if the executive secretary to the president is in and his or her name. The common thread here is that you don’t give up but keep calling into different parts of the company until you get the connection you need.
  • Although receptionists ask these questions, they do not always require or expect an answer. It’s more a matter of how you respond. Ask the receptionist or secretary their first name and give them your first name, all in a friendly manner. Make friends with them since you’ll probably be talking with them again before the cycle described below is over. Let’s say your trying to get the CEO and you’ve been connected to his or her executive assistant. Say something like, “Betty, I have information that I’ve been trying to get to “Paul” but haven’t been able to reach him. I don’t want to frustrate him by leaving a message only for him to get my voicemail since I’m away from my desk a lot.“ Can you connect me?You might get through, but probably not. So regard the prior sentence as the set-up to what you really want, which is either to get the information to Paul or to get Paul to refer you to the correct person you should really be talking to. If you want to get information to Paul, ask the assistant if can send Paul an email. She’ll probably won’t give his email address, but she will give you hers, which is okay. Tell her that you’d like her to read the information as well, as it is of sufficient importance. This draws her further into helping you. Ask her to print out the information (your message) and get it directly to Paul as well as forwarding your email to him. Tell her you are very appreciative of her helping you and you’ll follow up tomorrow (or later in the day) with her to see if he has read the message.
  • Zoom can work with you to design a series of compelling voicemail message so that by the time you do get a call-back, you are speaking with a warm lead.The easiest is Jim, ’Bruce Rossiter – (Pause). It is important we talk – call me at 408-555-6920. (Hang Up).[If challenged on “why was this important”, say “In these challenging economic times, I knew that you’d at least want to know about XXXXX that can do YYYYY for your company. If you don’t agree after a minute of discussion, you decide if we should continue.”
  • He or she might be trying to blow you away, or they might really believe that the objection can’t be overcome. This is your chance to be a knowledge expert and point out why the objection need not stay in the way of solving the pain problem you and they have already discussed.Objection handling is an art-form in itself. There is much written in sales that helps. One technique is to say “If I can solve that problem for you, would you consider going forward to learn more?” If they say, no, then you know that they are not a candidate. They have not been serious about wanting to solve the problem they told you about. You can either remind them that the problem still exists and you’d like to show them a way to get to their desired end-point. Then deal with the objection so you can continue to set up an in-person appointment.Make sure you have made a list of the toughest objections you commonly encounter. Then make sure you have outlined the best answers to handle each one.
  • These numbers use the same information as was used to develop the value of 1 Dial. Your numbers may vary.The professional in this case made no cold calls. But if he had made 1 each day, here are his results. If he hired Zoom to perform this function for him, he would have spent $65,790 in the course of a year and made $1,237,000 in revenue. His pre-tax profit margin is high, but let’s say its 35%. This gives him $618,500 in additional profits. He can use this money to: Hire another professional like himself for $125,000 to service the new business, Hire another sales rep to close all these new sales for $75,000, Hire Zoom at $65,790 to generate the leads that result in these sales, Pay his CPA $5,000 to figure out how to shelter this income, and Still take home $347,710 of additional income.
  • Before today, you probably had no idea how valuable a cold call was, a dial at a time. 17 inputs, such as: Average order size, Sales cycle, Recurring revenue rate, 3 telephone algorithm inputs, The client’s sales projections as the goal.9 Outputs, such as: The expected sales resulting from the program, The number of callers it takes to reach various goals, The ROI of the program, Various cost data at the various stages (e.g., cost per lead, etc.)Altogether, the sales & caller calculator allows a company to know the exact steps they need to take in order to make their projections.Zoom is expert at helping you put together effective telephone calling campaigns.
  • Presentation To San Francisco Executives Association 4 8 2011 Double Your Sales Ver 1.3.1

    1. 1. Zoom offers a free 1½ hour Lead Generation Strategy session . <br />This is normally offered at $450.<br />ZOOM SALES & MARKETING<br />Lead Generation Strategy Session<br />Contact: Bruce Rossiter<br /><br /><ul><li> Santa Clara office (TechMart building)</li></ul> 408-260-5249<br /><ul><li> San Jose office </li></ul> 408-456-6920 <br />
    2. 2. Your Presenter: <br />Bruce Rossiter<br />President <br />Zoom Sales & Marketing - Sales Lead Generation<br />Zoom Industries – Private Equity Acquisition Company<br />Silicon Valley American Marketing Association<br />Chairman & Host of the Emerging Media Morning Forum<br />Former member of the Board of Directors<br />Certified Social Media Strategist<br />
    3. 3. DOUBLE YOUR SALES<br />LEADS<br />LEADS<br />The Quality of Your Sales Leads is Vital To Your Selling Strategy <br />
    4. 4. OUR GOAL TODAY<br />Double your sales leads<br />
    5. 5. Zoom Sales & Marketing’s Expertise <br />Sales Lead Generation - from traditional to digital<br />Sales and marketing strategies to win<br />
    6. 6. Questions to help establish a common ground<br />How many of you have enough leads?<br />How many use the telephone to cold call?<br />How many require your sales reps to cold call instead of using trained callers?<br />
    7. 7. The fast lanes for telephone sales lead generation mastery<br />Today we will primarily deal with Telephone prospecting<br />We will look at Social Media for sales lead generation at a different time<br />(or I can consult with you individually). <br />
    8. 8. The telephone produces results quickly <br />
    9. 9. Three problems in telephone prospecting<br />Problem #1: <br />Turning the pervasive fear of “no” into a positive feeling:<br />
    10. 10. Turning around the fear of “no”<br />The glass is neither half-full or half-empty - it’s constantly being refilled<br />
    11. 11. Turning around the fear of “no”<br />Remembering the saying <br />“He who has begun<br />Has half done.<br />Dare to be wise;<br />Begin” <br /> Horace <br />
    12. 12. Get your desktop “Calling Ready”<br />Outlook for “lookup” <br /><br />Contact info to enter into SFDC<br />
    13. 13. Welcome each “no” as bringing you that much closer to “yes”.<br />Turning around the fear of “no”<br />
    14. 14. Turning around the fear of “no”<br />Start with the easy calls<br />Prospects coming from a referral are some of the best qualified leads<br />
    15. 15. Turning around the fear of “no”<br />Instead of looking at a dial with a hollow feeling in your tummy, look at its true value, even when the caller says “No.”<br />
    16. 16. Problem #2: Reaching a decision maker<br />Can you page him please?<br />Is there someone sitting near his office that can see if he’s there?<br />Can you give me his “business” mobile number?<br />
    17. 17. Problem# 3: Getting through gatekeepers<br />
    18. 18. Getting through electronic gatekeepers<br />
    19. 19. Dealing with the 3 death questions from “people” gatekeepers<br />“What’s this regarding?”<br />“Is he or she expecting your call?”<br />What company are you with (or what do you do)?”<br />
    20. 20. It Takes 8+ Attempts to Reach Someone Through Voicemail on Average <br />How many do most make prior to quitting?<br />3 Attempts<br />Reason it takes so many messages?<br />FAIL TO LEAVE A COMPELLING MESSAGE<br />
    21. 21. Finding Pain Points and Knowing What to Do With Them<br />Key Factors<br />Pain comes from questioning using the consultative approach<br />Pain comes from similar people with similar challenges. Have pre-thought out a list of these pain points you can ask your contact if they are experiencing these as well.<br />People need to resolve pain to justify spending money.<br />
    22. 22. Handling objections<br />Welcome objections - the person you’re speaking with is engaged. <br />
    23. 23. Untrained telephone callers do not do well at telephone prospecting<br />Many companies require their sales reps to make cold calls. <br />This is a big mistake.<br />
    24. 24. Sale reps hate to cold call<br />The numbers show you why<br />Your numbers may vary, but even making 5 calls per day, every work-day of the year, still can be beat by 8x<br />
    25. 25. Outcomes for a typical assignment<br />Number of Appointments<br />In a 3½ month trial, using the client’s:<br /><ul><li> Average order size,
    26. 26. 19 appointments,
    27. 27. Appointments-to-sales close rate,
    28. 28. Net profit margin, and
    29. 29. After deducting Zoom’s costs, </li></ul>the client netted $53,000*<br />* This is a calculated amount based upon affirmation of assumptions with the client.<br />
    30. 30. Smaller companies can now meet their projections<br />
    31. 31. Here is a teaser about why we all need to pay attention to what we do in the Social Media area… <br />
    32. 32. If we wait to implement social media, <br />our competitors will show us how …. after they have served themselves most of the pie.<br />
    33. 33. Wrapping Up<br />Our emphasis has been on telephone prospecting. <br />We looked at how to overcome the fear of the telephone and why to outsource this function in order to significantly multiply our leads. <br />We examined how to handle voicemail and to handle objections.<br />We saw that telephone lead generation can be used as a specific process that allows us to double or triple our sales or meet our sales projections.<br />We reserved for a different day the topic of how to use Social Influence Marketing to greatly improve our sales lead generation process<br /> (or contact me directly).<br />