Marketing to corporates

MARKETING TO CORPORATES
Copyright 2010 Enterco www.enterco.co.uk

Welcome to the Marketing to
Corporates program.
• All the examples you see in this program have
been used by me for a real client.
• This program has been put together off the back
of over a decade of my prospecting experience. I
have produced appointments with some of the
biggest and best organisations in the world for
the companies I have worked with.
• Companies like BP, AXA, Volkswagen, HSBC,
HBOS, Lloyds TSB, RBS, Prudential, Wall-
Mart(ASDA), Tesco's, Sainsbury's, Virgin and the
list goes on.

Contents
1. Producing the Ultimate reason to meet.
2. Building the Ultimate reason to meet.
3. Building your wish list.
4. Working from the top down.
5. Ideas of vehicles, you can use to get the appointment.
6. What next if you don’t produce an appointment.
7. Stay in touch.
8. Prospecting Path Steps.
9. How to implement improvement.

My Claim
• This program will enable you to successfully call
and book high-level executive appointments with
the organizations you would like to work with.
• This program will eliminate the biggest obstacle
in making the appointment (the political
obstacle).
• You will embrace this program enthusiastically,
because it will produce more opportunities than
any other program.

Your Reaction.
• Not unlike you prospective clients you have
heard it all before.
• Your thinking “Prove it”.
• Show me the proof.

My Proof.
• It is estimated that typical success rates of
cold calling are at a rate of 2 – 5%.
• Most companies do not know which
organizations they want to contact “we will hit
that business sector”.
• Most companies have no real process for
prospecting, so results are varied.
• Most importantly it takes an average of 5
attempts to get an appointment.

My Proof
Why traditional cold calling fails.
• Calling the wrong level
• Focusing on people’s greed (newer, better,
faster, cheaper)
• Not providing proof to back up there
statements.
• The value proposition (newer, better, faster,
cheaper) provides no valid business reason to
meet.

0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
5%
12%
40%
83%
Cold Calls
Send info then cold
call
Referral form
outside the
company.
Referral from inside
the organization.
My Proof
Why Executives Grant Appointments

75%
80%
85%
90%
95%
83%
87%
92%
Referral from inside the
organization
Referral from higher-up
inside the organization
Referral from higher-up
inside the organization
with the opportunity to
see beneficial info.
My Proof
Why this program results in appointments

My Proof
It can take over 5 attempts to get an appointment.
• With that in mind over 70%
of all salespeople will give
up after only one rejection.
15% will try two times . 10%
will try three. Only 5% will
try four or more times.
• So remember it can take
over 5 attempts before we
get an appointment.
0%
20%
40%
60%
80%
1 2 3 4
Salespeople% that give
up after rejections

Producing the Ultimate reason to
meet.
Why It is so hard to meet
• First of all, a whopping 90% are not
interested in your product or service at
all.
• So for most companies only between
4% and 10% of their market is prepared
to look at what they have to offer.
• Now because of this the chances are
that all your competition will be selling
and meeting with the same10%.
• This means your prospects have
listened to a similar message from your
competition. Would you like to listen to
the same info over and over again?
4%6%
90%
The Average Market for Most Products
andServices
Looking to Buy
Thinking
aboutit
NotIntrested

meet.
What to do to Create the ultimate reason to meet
• You can give the prospects the chance
to see information and experts (you)
that they would normally have to pay
for.
• Consultants cost a fortune and if you
give a educational meeting you are the
expert not just another company that
wants their business.
• Look at data and trends relating to your
industry to build first class info. The info
must be useful to your prospects and
also show a solid business case for your
company.
• Put the info into an educational briefing
format.
• Give it to your prospects with no strings
attached.

meet.
What can be achieved by offering an education
• Be positioned as an expert in the eyes of
your prospects and clients.
• Dramatically improves the influence you
have with your prospects.
• The market data builds a case making your
product or service more important.
• Shows information that positions you above
all of your competitors.
• Improves the communication experience
between you and your prospects.
• Builds a sense of urgency that makes your
prospect move things forward more quickly
• Creates more loyalty toward you over
every other competitor.
• Makes it easier to up-sell to existing clients.

Building the Ultimate reason to meet.
How To find and use data and trends.
• You will want to research back 20 to 30 years
if possible if not as far back as you can.
• Look for stats that shows what is going on in
your market that could be bad news to your
prospects.
• Relate this data to your product and service
and show how you could help them avoid or
improve on the problems you have
uncovered.
• Talk to your clients and find out what
prompted them to use a organisation like
yours, also find out how things have
improved since using your product or
services.
• In simple terms you are looking for what
market trends support the need for your
organisation.

How to find and use data and trends.
Some ideas of researching Resources
• The Internet.
• Research companies.
• Your clients.
• Calling your prospects with
a questionnaire.
• Your company records.
• Other companies related to
your own market.
• Government figures.

How long should it last.
• The meeting should last
between 20 to 45min.
Remember if it is good your
clients and prospect will
have questions.
• They may also feel that they
would like to move things
forward with you so you will
probably be in the meeting
for longer.

Building your wish list.
Who are your top prospects
• They are the wealthiest prospects who have the
money and the greatest sphere of influence. If you
send them an offer every single month without
fail, within a year, they will know who you are. This
is something your competition dreams of.
• If you sell to the business-to-business market, it's
usually fairly clear that your top prospects are,
the biggest companies. So what are you doing,
every month to let these companies know who
you are?
• There's no one you can't get to as long as you
constantly market to them, especially after they
say they're not interested. People will not only
begin to respect your persistence, they will begin
to feel that they should listen to you.
• This doesn't happen right away, but even the most
judgmental executive or prospect begins to
respect you when you refuse to give up.

Market to your Top prospects.
• Try and build a list of 50 to
100 Top Prospects
• Just think how much your
turnover would increase if
you just have 5 of these
prospects buy from you.

The snow ball effect.
• Most companies never use
the leverage that can be
created from who they
meet with and who their
clients are.
• Later in this program we will
look at how to do this. The
diagram you are about to
see will show you what I
mean by the snowball
effect.

The Snow Ball Effect
Why focus on dream prospects and large companies?
If done correctly it will start a snow ball effect, look at this diagram of companies that would
want to meet with you off the back of one appointment with a large dream prospect.

• As you can see this table could
grow and grow. The
companies them self’s want to
meet as you are giving them
good information they can use
and you are showing social
proof by meeting with
companies they know, and no
one likes to feel they are out
of the popular loop.
• (Well if he is meeting with
them and they liked it I want
to see it).

Working from the top down.
Where to start.
• We Start at the top the
CEO’s Office or MD’s office
depending on the corporate
structure.
• We do this because it will
produce the path of least
resistance.

The path of least resistance.
• If you work from the bottom to the top this
will cause political resistance.
• It will give non decision makers the power to
say no to you regarding an appointment.
• In some cases the person you want to meet
with does not have the authority to meet with
you.
• In most cases unless this is something that
their boss has told them to look at they will
simply not have the time, remember on
average only 4% to 10% is looking for what you
have to offer.
• To combat this we will take the path of the
least political resistance.

The path of least resistance when it is not the C.E.O you want to
meet with.

How many attempts does it take to
get an appointment
It can take over 5 attempts to get an appointment.
• With that in mind over 70%
of all salespeople will give
up after only one rejection.
15% will try two times . 10%
will try three. Only 5% will
try four or more times.
• So remember it can take
over 5 attempts before we
get an appointment.
0%
20%
40%
60%
80%
1 2 3 4
up after rejections

Ideas of other vehicles, you can use to
get the appointment.
Ideas of vehicles you can use to get the appointment.
• Invite prospects to a webinar where they can learn or speak as someone who
is independent and tell you what problems they have and you describe how
to solve them.
• So you want to spend the day with them. Have them as a guest speaker at
your yearly meeting or at a educational event for clients and double your PR.
Best of all they are learning, thinking and listening about your company and
how great your clients think you are for a full day.
• The main thing you have to look at what is an easier appointment sell.
– Trying to set an appointment of the back of product or service benefits that could cost
thousands even millions?
– Or trying to set an appointment that will benefit both parties?
– When producing a vehicle to produce an appointment remember it should be useful to
the prospect and not be all about your company.
– If for example you want them to be a guest speaker, you should have part of your
meeting filled with info useful to the speaker.

What next if you don’t produce an
appointment.
Remember it can take over 5 attempts to get an appointment.
 Ok so you have been given a
no by the prospect, at this
point most people will give up,
but we have just started.
 The trick with this is that you
have to be persistent without
becoming annoying.
 The next parts of this program
will give you some ideas on
how to achieve up to 5
contacts without being
annoying.
0%
20%
40%
60%
80%
1 2 3 4
up after rejections

appointment.
Remember it can take over 5 attempts to get an appointment
(Step 1 FAX)
 We are going to send a fax.
We do this for two reasons.
1. It gives the prospect
something they can handle
rather than delete for their
inbox
2. More importantly it will
allow you to call back.
Testimonial[Click here and type recipient’s address]
Dear Sir or Madam:
Type your letter here. For more details on modifying this letter template, double-click on this icon: .
To return to this letter, use the Window menu.
Sincerely,
[Click here and type your name]
[Click here and type job title]
 Comments: To save changes to this template for future use, on the File menu, click Save As. In the
Save As Type box, choose Document Template (the filename extensions should change from .doc to .dot) and
save the template. Next time you want to use the updated template, on the File menu, click New. In the New
Document task pane, under Templates, click On my computer. In the Templates dialog, your updated
template will appear on the General tab.
Dear Sir or Madam:
Sincerely,
Dear Sir or Madam:
Sincerely,
Save As Type box, choose DocumentTemplate (the filename extensions should change from .doc to .dot) and
GRABBER
0
5
10
15
20
25
30
35
Jan Feb Mar Apr May Jun
Food
Gas
Motel
 Comments: To save changes to this template for future use, on the File menu, click Save As. In the Save As
Type box, choose Document Template (the filename extensions should change from .doc to .dot) and save the
template. Next time you want to use the updated template, on the File menu, click New. In the New Document
task pane, under Templates, click On my computer. In the Templates dialog, your updated template will
appear on the General tab.
FaxCoverSheet
To: [Clickhereand type name] From: [Clickhereand type name]
Fax: [Clickhereand typefax number] Pages: [Clickhereand type #of pages]
Phone: [Clickhereand type phone number] Date: 6/8/2007
Re: [Clickhereand type subject offax] CC: [Clickhereand type name]
 Urgent  For Review  Please Comment  Please Reply  Please Recycle
 Comments: To save changesto thistemplateforfutureuse, on the Filemenu, click Save As. In the
Save As Type box, choose DocumentTemplate(thefilename extensionsshould changefrom .doc to
.dot) and save the template. Next time you want to use the updated template, on the File menu, click
New. In the New Document task pane, under Templates, click On my computer. In the Templates
dialog, yourupdated templatewill appear on theGeneral tab.

appointment.
(Step 1 FAX Cover Sheet)
• The note on the cover sheet should be
honest and compelling.
Hi John
Thank you for taking the time to talk with me the other
day.
I understand why you do not want to meet. However I
am so convinced we can be of help to your
organisation, if you or the person who is responsible for
persistency can contact me and let me know what you
are trying to achieve in combating this costly problem.
We can then meet with who you think would be
appropriate and discuss this problem and compare it to
what we have found to be successful with companies
like HSBC.
Failing that I will contact you on the 24th at 2pm. If you
have any questions please give me a call.
Dear Sir or Madam:
Sincerely,
Dear Sir or Madam:
Sincerely,
Dear Sir or Madam:
Sincerely,
GRABBER
0
5
10
15
20
25
30
35
Food
Gas
Motel
FaxCoverSheet

appointment.
(Step 1 FAX The Grabber)
• The Grabber should be simple.
• Before and after Graph
highlighting your statement that
can be noticed at a glance
• A numbered list of no more than
10 benefits and end results
• And a numbered list of no less
than three clients/prospects no
more than four.
The grabber is designed to
highlight the challenges of the
prospects industry, and show that
you have an understanding of
that. It will also show that you are
willing to help.
Dear Sir or Madam:
Sincerely,
Dear Sir or Madam:
Sincerely,
Dear Sir or Madam:
Sincerely,
GRABBER
0
5
10
15
20
25
30
35
Food
Gas
Motel
FaxCoverSheet

appointment.
(Step 1 FAX The Testimonials)
• The testimonials are the most
important component.
• They give clear proof that the
statement you made is true.
• They give social acceptance.
• And show that your clients are willing
to endorse you.
All the testimonials except one should
come from your clients. One should
come from a organisation who is not a
client yet, but found the appointment to
be of value to their company. It should
highlight they are not a client and that
they would recommend that any
company takes the time to meet with
you. This should be the first they read.
Dear Sir or Madam:
Sincerely,
Dear Sir or Madam:
Sincerely,
Dear Sir or Madam:
Sincerely,
GRABBER
0
5
10
15
20
25
30
35
Food
Gas
Motel
FaxCoverSheet

appointment.
(Step 2 A phone call)
Call up and ask if he has read what you faxed him.
If he has, just ask for the appointment.
If he has not , just say “I sent the info to prove that
you will be impressed if we meet. Would you be
opened to giving me a chance to prove that to you?
If it is the PA you are talking to ask if her boss has read it.
If he has, just say “go and tell him I would like to
discuss what I have sent”.
If he has not, just say “go and tell him that I can tell
him quicker than he can go through it”
If the PA says he is not interested move on to the
next step

appointment.
(Step 3 FedEx, TNT or UPS)
Use FedEx, TNT or UPS,
because it gets treated with
special care and you can track
it.
Why track it? Because you can
contact your prospect when
you know it is fresh in their
mind.
Next we will look at what to send.

appointment.
(Step 3 FedEx, TNT or UPS, what to send)
• Send a CD describing the
executive briefing. Give it a
interesting title, your
company logo and the
number you want them
contact you on. A CD is very
inexpensive to produce.
• Or Send instructions to a
pre-recorded webinar.
• Also add a hard copy of
what you faxed

appointment.
• Call up and ask if he has read what you
faxed him.
– If he has, just ask for the appointment.
– If he has not, just say “I am sure you will
find the CD/webinar very informative
however I would love to meet face to face, I
give my word that I will make the time as
useful to you as possible . Would you be
opened to that?
• If it is the PA you are talking to ask if her
boss has read it.
– If he has, just say “go and tell him I would
like to discuss what I have sent”.
– If he has not, just say “go and tell him that
I can tell him quicker than he can go
through it”.

appointment.
(Step 5 e-mail)
Be careful don’t fall into the bulk e-mail trap, use
it to complement your other processes.
Hi John
I hope I have shown that we are willing to do whatever
it takes not waste you or your staffs time and make a
meeting with us as useful to your organisation as
possible.
I am so convinced we can be of help to your
organisation, if you or the person who is responsible for
persistency can contact me and let me know what you
are trying to achieve in combating this costly problem.
We can then meet with who you think would be
appropriate and discuss this problem and compare it to
what we have found to be successful with companies
like HSBC.
Failing that I will contact you on the 24th at 2pm. If you
have any questions please give me a call.

appointment.
• Call up and ask if he has read what you e-mailed.
– If he has ,just ask for the appointment
– If he has not, just say “John I am so convinced we
can be of help to your organisation, if you could let
me know what you are trying to achieve in
combating this costly problem. We can then meet
with who you think would be appropriate and
discuss this problem and compare it to what we
have found to be successful with companies like
HSBC. Would you be opened to that?
• If it is the PA you are talking to ask if her boss has
read it.
– If he has , just say “go and tell him I would like to
discuss what I have sent”.
– If he has not, just say “go and tell him that I can tell
him quicker than he can go through it”
– I think you get the idea of what to do every time you
send a fax, e-mail or anything to your prospect
(follow it up).

Stay In touch
Keep it interesting
– Even after all these steps if
you do not have the
appointment Stay in touch.
– If I told you that I might give
you £1 million and all you had
to do was to find a way to
contact me every month and
keep it interesting would you?
– Most say yes but they won’t
so in the next few slide I will
go through some ways to stay
in touch and how to keep it
interesting.

Stay In touch
Keep it interesting (A Gift)
• Gifts for top executives are
nothing new. Corporate
hospitality, booze, pens and
a thousand other examples.
Depending on your budget
and executive you are
contacting the gift differs. I
am going to suggest a better
way to use gifts to stay in
contact.
Remember be inventive.

Stay In touch
• If you send say whisky get two labels
printed to stick to the bottle. One will have
your graph from the grabber and your
contact details. The other one is on the lid
saying please contact me with your
number. Send it by FedEx with a light
hearted letter.
• Find what they like and send it with your
contact details all-over it.
• Send a mobile phone with a recording and
a text on it and call it when it arrives.
• Or send an MP4 player. You can by them
for £30 to £60. Put your presentation on it
saying why you should meet.
• I could go on but just remember keep it
interesting.

Stay In touch
• If you have a tight budget a rather
smart person I used to work with
sent a lottery ticket with letters
attached.
• “I hope this lottery ticket wins if not I
would still like to meet to give you
info that should at least make your
working life a bit easier”.
• He sent a lottery ticket to 10
companies he wanted to meet with
for 9 months. (4 agreed to meet, 2
signed a contract).
• The Key is don’t give up.

Prospecting Path Steps
Sample Steps
1. Post a letter to CEO
2. Phone
3. Fax
4. Phone
5. FedEx
6. Phone
7. E-mail
8. Phone
9. FedEx a gift
10. Phone
11. E-mail
12. Phone

Prospecting Path Steps
Build your own Steps
– Build your own steps and have
the collateral put together so
you and your staff (If you have
any), will have tools to prospect
effectively with measurable
results.
– Most companies process
everything except there
prospecting processes. Yet if
you process this people stop
thinking rejection and start
thinking it is just part of the
overall process, let's move to
the next step.
– Use the workbooks to build
your own steps.

How to implement improvement
Continual improvement.
– If you want to keep the
improvement going set aside
1hour every week and work
on one step every week.
– This will enable you to
improve without overload.
– It will allow you to monitor
your sales staff effectively and
after using that changed step
for a full week it will be
second nature and remove
the resistance to change.

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Editor's Notes