How to Find, Influence & Convert More Prospects Into Customers - People's Bank

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Presentation to People's Bank meeting, December 16, 2010

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How to Find, Influence & Convert More Prospects Into Customers - People's Bank

  1. 1. How to Find , Influence & Convert More Prospects Into Customers Matt Heinz Principal, Heinz Marketing LLC [email_address] @heinzmarketing
  2. 2. Last Slide First <ul><li>Find & engage prospects “upstream” before they are active buyers </li></ul><ul><li>Understand your customer, product & objective before executing </li></ul><ul><li>Publish your own content to attract prospects </li></ul><ul><li>Practice customer-centric selling every day </li></ul><ul><li>Sales & marketing is too important to leave to salespeople and marketers </li></ul>
  3. 3. Prospect Engagement Funnel Active Sales Cycle Channels: CRM, 1:1 Goal: Sell New Customer Drip Marketing Channels: Email Newsletters, CRM System Goal: Drive Active Prospects Network / Open Community Channels: Twitter, Facebook, Blog, LinkedIn Goal: Drive Registration Network-exclusive access to content Value-added special offers Discovery events White papers, top ten tips, etc. Testimonials, Success Stories Profile-Specific Messages New product/service offers Referral & Tell-a-Friend Offers Network / Community Invites New Opportunity Alerts 1:1 with Existing Customer In-Market Events Next Step Accelerator Ideas Customer Targets (based on persona profiles)
  4. 4. Your customers
  5. 5. Marketing Plan in 5 Questions <ul><li>What/who are your targets? </li></ul><ul><li>What do they care about? What outcome are they seeking? </li></ul><ul><li>Where do you find them? </li></ul><ul><li>What or who influences them? </li></ul><ul><li>How do they want to engage and (eventually) buy? </li></ul>
  6. 6. Listening
  7. 7. What do customers care about?
  8. 8. The buying progression Solution Problem/Pain Objective/Outcome
  9. 9. 5 tips for better customer-centric sales <ul><li>Use “you” instead of “I” </li></ul><ul><li>Treat the first sales call like an interview </li></ul><ul><li>Align yourself with existing customer priorities </li></ul><ul><li>Respect their time </li></ul><ul><li>Let your current customer sell for you </li></ul>
  10. 10. Prospect Engagement Funnel Active Sales Cycle Channels: CRM, 1:1 Goal: Sell New Customer Drip Marketing Channels: Email Newsletters, CRM System Goal: Drive Active Prospects Network / Open Community Channels: Twitter, Facebook, Blog, LinkedIn Goal: Drive Registration Network-exclusive access to content Value-added special offers Discovery events White papers, top ten tips, etc. Testimonials, Success Stories Profile-Specific Messages New product/service offers Referral & Tell-a-Friend Offers Network / Community Invites New Opportunity Alerts 1:1 with Existing Customer In-Market Events Next Step Accelerator Ideas Customer Targets (based on persona profiles)
  11. 11. Three types of content <ul><li>Proactive </li></ul><ul><li>Reactive </li></ul><ul><li>Participatory </li></ul>
  12. 12. Planning content Theme 1 Week 1 Theme 2 Theme 3 Theme 4 Week 2 Week 3 Week 4
  13. 13. “ Reactive proactive”
  14. 14. Gist as your dashboard
  15. 15. Participation Best Practices <ul><li>Share </li></ul><ul><li>Don’t sell </li></ul><ul><li>Be a trusted advisor </li></ul><ul><li>Don’t sell </li></ul><ul><li>Connect, recommend, refer </li></ul><ul><li>Don’t sell </li></ul>
  16. 16. Why do you need this? Needs/Qualification Goal: Secure Presentation Presentation Goal: Establish decision date, send proposal Proposal Goal: BUY Approach Goal: Accelerate urgency, timeline to purchase Open/Attempted Goal: Get prospect on the phone Actively Working Goal: Qualify prospect as 30-60 day opportunity LEADS OPPORTUNITIES Lead becomes Active Opportunity
  17. 17. Why do you need a pipeline? <ul><li>Most leads aren’t sales ready </li></ul><ul><li>You can’t focus on everything </li></ul><ul><li>The right message at the right time </li></ul><ul><li>Maximum sales, minimum work </li></ul>
  18. 18. How to approach your pipeline <ul><li>It’s a pipeline (but your prospects shouldn’t know that) </li></ul><ul><li>Differentiate from your competitors </li></ul><ul><li>DO NOT SELL </li></ul><ul><li>Automate as much as you can </li></ul>
  19. 19. Keys to effective pipeline execution <ul><li>Use a lead management system </li></ul><ul><li>Clearly define lead & opportunity stages </li></ul><ul><li>Focus on great content </li></ul><ul><li>Make it easy for prospects to self-select and move forward </li></ul>
  20. 20. Last Slide Last <ul><li>Find & engage prospects “upstream” before they are active buyers </li></ul><ul><li>Understand your customer, product & objective before executing </li></ul><ul><li>Publish your own content to attract prospects </li></ul><ul><li>Practice customer-centric selling every day </li></ul><ul><li>Sales & marketing is too important to leave to salespeople and marketers </li></ul>
  21. 21. Questions?

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