The value that we deliver can typically impact our clients on three different levels.At the lowest level, we offer technical value. These are the benefits and improvements that we can deliver that make things work better and are realized in the areas of processes, systems, and people. Examples are helping a business to save time, automate certain tasks, improve performance, improve reliability, etc.As a business begins to realize value at the technical level, those benefits will trickle up and be realized at the business level and be seen as a decrease in costs, increase in revenue, or decrease in risk. For example, if manual processes are able to be automated, that will lead to a decrease in the labor that is needed and as a result, there could be a decrease labor costs and this is an example of realizing business value.When we help clients to realize business value, that can also continue to trickle up to impact the clients on a personal level and be realized in the form of recognition, compensation, decreased work load, etc. For example, if processes are automated and that decreases costs, that could lead to a promotion for the person that is responsible for that area. Or they could get an extra bonus for the year. Or maybe it means that they no longer have to work over the weekend and are able to spend more time with their family and this is realizing personal value.So when your clients consume your products and services, they are likely going to realize some sort of value and benefits in these three areas.
When a doctor is trying to figure out if or where a patient hurts and what the problem is, he or she will try to look for different symptoms. There will be different measurements taken and different questions asked. And based on the answers and data back, the doctor will have a good idea of what the pain is and what the underlying problems are.We can do the same thing to improve our ability to find pain that our prospects are experiencing.Here are six pain symptoms to look for:Something not working wellSomething could be working betterThings are time consumingErrors are being madeHigh costs Low revenueWe will go through these one at a time looking at an example of each. And as we go through each of these, don’t worry about memorizing each pain symptom so that you remember each and have a check list to go through when talking with prospects on a cold call. This is merely an exercise to show you that pain can show up in a lot of different ways and you can use these symptoms to help you to figure out what questions you can ask your typical prospects.
Magic 5 of content based emails webinar
Welcome!Be sure to join the audio portion of the meeting. See Audio in the GotoWebinar control panel. Ask questions by typing questions in the Questions area of the GotoWebinar control panel. The Magic 5 of Content Based Email Campaigns that Drive Sales
Your Hosts:Craig Klein, CEO, SalesNexus.com 18 years as a sales executive. Hiring, training sales people. Developing lead generation and business development campaigns.Michael Halper, CEO, Launch Pad Solutions, Inc. Author of “The Cold Calling Equation”. 20 years as a frontline sales, marketing and customer service leader.
Email Marketing to Drive Sales? Need more leads Trouble identifying good prospects Costly/Difficult to connect with prospects Email Marketing Minefield How to build lists? What and When to send? How to drive meaningful results – Leads!
The Magic 5 of Effective Content Marketing Campaigns 5 Pains 5 Qualifying Questions 5 FAQs
Today we‟ll discuss…1. Define Your Target2. Define Your Customers‟ Pains3. Creating Your Content4. Develop Qualifying Questions5. Develop FAQ Emails
B2B SalesAn email is not expected to generate a saleAn email is expected to generateinterest, engagement, a conversation or a “lead”
Your List is Your Life BloodYou want emails that get results but…• You want them to build your brand• You do not want them to annoy customers• You want prospects to look forward to your emails and share them• Today you‟ll learn how to send effective emails that aren‟t spam.
Content Marketing Creating engaging content that your audience finds helpful, informative and entertainingWhere do I start?
Where do I start? Most busy business owners and sales executives…1. Begin with great intentions2. Find it difficult to write compelling articles3. End up with very “sales-y” sounding emails
The Magic 5 System• Create 5 educational “content” pieces to email to target contacts• Create 5 qualifying questions to set the bar for sales engagement• Create 5 FAQ emails that answer the questions all buyers ask
Several Content basedEmails allow interested prospects to Self Identify.
Step 1 Who is your target? #1 factor for success. Be as specific as possible.
Step 2Define the Pains You SolveThis is the outline of Content Pieces• One for each of the most common “Pains” your service addresses• Could be blog post, whitepaper, video, ebook, other people‟s content• Emails “sell” the Pain and the Piece.• Click a link to access the content.
Example: 5 Ways Pipeline Mgmt Grows the Bottom Line
What is your customer’s Pain?Why do they buy?To fix ??? (that‟s the Technical Pain)Because it costs ??? (that‟s the Business Pain)Why do they lose sleep? (that‟s the REAL Pain – emotional!)
Three Levels of Pain Personal Pain• Income Low bonuses, commissions, compensation• Career No recognition, no promotions / career path• Work Environment High workload, poor work–life balance Business Pain• Revenue Low revenue / market share / close rate• Costs High cost of goods sold / labor cost• Customers Poor delivery of services Technical Pain• Processes Slow, broken, or manual processes• Systems Poor system or employee performance• Employees Lack of reliability
In-depth Pain Training Next Week• What is pain• Three levels of pain• Six pain symptoms• Four tactics to uncover pain• SalesScripter www.salesscripter.com
Pain > Headline/Title > Subject LinePain = Working late to handle billing new clientsHeadline = 3 Ways Inefficient Bookkeeping Kills Profits of NewBusinessesSubject Line Examples…“Working late again to bill new clients?”“You choose – bill new clients or spend time with family?”
Step 3Create your content! A few tips…• Schedule Time to Work on It!• Articles on other sites• Video interview – you or a customer• Customer stories – case studies, testimonials, “don‟t let this happen to you”• Comparison of options/competitors• Book recommendations
Step 3Writing the email…• Sell the content, not the solution, not your company, not your product!• Make them hurt! Make them feel the pain! Remind them how, when and where it hurts! • Has this happened to you? • Is Pain 4 costing you $$$ / time / jobs / customers ?• Make them click to read the content. Include only “teaser” amount of content in the email
Step 4 5 Qualifying Questions• Write 5 questions that softly qualify the prospect• Goals • Gather information • Try to determine if there is any level of need and fit • Identify if the prospect is the right person to talk to • Does it make sense to meet or keep talking?• Examples • How do you feel about your current level of leads that you are producing? • What systems are you currently using to automate and track your email marketing? • Is your email marketing database separate from your CRM database of contacts? • Do you currently have access to a business contact database? • Are you the right person to talk with about this?
5 Qualifying QuestionsSofter, more conversational call - “I hope you enjoyed…. I‟m not sure if we‟re a good fit for youbut, I wanted to ask a few questions…”Gather valuable informationRegister for eventAsk for appointment, if qualifiedAsk for the order Track the answers! …fields in the CRM
Step 55 FAQsWhat are the questions every prospect asks when they‟reready to buy?• How do you compare with other solutions?• Set up process?• Delivery time?• Steps in process?• Difficulty of set up/installation?• Customer Service options? Return/refund policy?
Follow these 5 Steps!1. Define Your Target2. Define Your Customers‟ Pains3. Creating Your Content4. Develop Qualifying Questions5. Develop FAQ Emails
Reach a wider audienceBuild your brandIdentify interested leadsConnect difficult accountsFocus sales time on highlyqualified prospectsBuild lasting relationshipsHigher Close Rate
Join us next Wednesday! Michael Halper, author of “The Cold Calling Equation” “What’s in it for me?” “Building a Successful Marketing and Sales Process by Identifying Customer‟s Pain”January 23rd at 4pm ETRegister here - SalesNexus.com/resources/webinars
Special Offer Free 2 hour Email Campaign Consultation How to find the right email list Review of current content Suggestions on new content Review of current campaigns Subscribe to SalesNexus before Monday – January 23rd
Special Offer1 Piece Content Campaign• SalesScripter.com profile• Target Market and Campaign Strategy Consultation• 600 word Content Piece Copy Writing• Email Design and Copy Writing• Campaign Set up and Training• Cost: $ 600
Start Today!FREE for 30 days!Upload your own list with emailsGet 500 contacts w/ emails from LeadFerret!Create templates and campaignsSend blasts (up to 50,000 each month!)Generate Leads!Close Sales!