7. Marketing
What kind of leads are you giving your sales
people?
The Good – Ready To Buy
The Bad – Uneducated, Future Buyer
The Ugly – Tire Kicker
8. New Economy
The buying cycle has changed
Interest Research Selection Negotiation Use Improve
Short Term
Long Term
Nurture Prospect Nurture Customer
9. Moving From Bad to Gold
Educate
Rinse and Repeat Qualify
‘Ugly’ – Educate
‘Bad’ – Educate Sell
‘Good’ – Call, Qualify, Sell
10. The New Rules of Sales
Enablement
65%of a sales rep’s time is
spent NOT selling
30
hours a month spent
searching for and creating their
own sales materials
Jeff Ernst
11. 2011 Sales Optimization Study
CSO Insights
Time Spent Selling % of Quota
Achieved
<35% 55%
>45% 62%
12. Time Wasters
Lack of Time Uneducated
Management Leads
Inadequate
Useless Reports
Sales Material
Disparate Antiquated
Data Quoting
15. Time Management*
Calls- 3 In saves 30 min
Calendaring Tasks – 1 in saves 5 min
Opportunities – filter for mood
Prospecting – block on calendar
16. Time Management
Min Savings
Savings/Mo
Min to Input
Times /Day
Result
Calls 3 30 1 10 Looks great to the customer
Calendaring 1 5 10 18 Organized, reduced stress,
more sales
Opportunitie 3 30 1 10 must be easy to find data
s
Prospecting 10 30 1 10 More likely to be done
Total 48
Saving 48h/w is 27% that could be spent on sales!!!
17. Take Aways
Implement nurture marketing campaigns
Make sure marketing collateral is in place
Train your team in Time Management
Integrate your front-end and back-end
Create processes
Automate anything that you can
Minutes do matter – 1 hour per day is 12.5%
19. Contact Info
Marketing By Bullfrog
Michelle Horn
michelle@marketingbybyllfrog.com
626-484-9966
michellehorncrm
michelleahorn
Editor's Notes
My name is Michelle and I am going to talk to you about leads falling through the cracks. My background is in CRM consulting and sales which has morphed into marketing in the last two years.
To make sure that we are all on the same page, I want to briefly go over the definitions of leads.Leads can be cold, warm or qualified
There are 3 main reasons that leads fall through the cracks.
Let’s talk about how your are keeping your data.CRM – ACT!, MSCRM, Salesforce, SugarCRMERP – SAP, Oracle, Sage MAS products, QuickBooksFor individuals, there is a slim chance that lists will work but not well if you are truly managing relationships.
It used to be that the salesperson was in charge of educating buyers. When salespeople are the educators, it creates a bond with the buyer and influences the buying decision towards your product or service.Now, buyers educate themselves and only come to a salesperson when they are ready to buy. But in today’s fast paced economy, salespeople are not paid to nurture prospects anymore. Salespeople have huge quotas and a ton of busy work and nurturing is not typically part of the process.So, the question is how do we have our cake and eat it too? How do we become an influencer in the buying process.The answer is through nurture marketing campaigns.
In his ebook “The New Rules of Sales Enablement”, Forrester Research analyst Jeff Ernst claims that 65% of a sales rep’s time is spent not selling, and that sales people spend at least 30 hours a month searching for and creating their own sales materials. Disparate data – 20 accounts daily X 5 minutes per account is 100 minutes which is 1.5 hours X 5 days is 7.5 hours a week which is 30 hours a month.
To backup Jeff Ernst’s claims, CSO Insights did a study in 2011.Salespeople that spend less than 35% of their time selling, will typically only make their quota 55% of the time. Salespeople that spend less than 45% of their time selling, will typically only make their quota 62% of the time. I don’t know about you, but I would be very disappointed if 40% of my reps were under quota.If you were to give each of your salespeople an extra 5 hours per week to sell, what impact would that have on your bottom line? If your organization is like others, this likely translates into an additional gain of 5-15% in net new revenue.
The time wasters are broken up into the three items that we are discussing.Systems – Antiquated Quoting& Disparate Data (data in multiple places such as CRM and Accouting)Marketing – Uneducated Leads & Inadequate Sales Material (Mahan Khalsa wrote a book, Let’s Get Real or Let’s Not Play and Helping Clients Succeed. He was also involved in creating Franklin Covey’s sales program Helping Clients Succeed. Mahan contends that for every company there are a set questions and answers that don’t often change. Keeping with that notion, the marketing dept could write the standard 15 emails that are used 80% of the time.
I can tell you from experience that having a process in place makes you much more productive. I used to use ACT! and then SalesLogix and I had a set process that I did every time and it kept me on track.Consistent sales people have a system. Tasks are written in one place, not in a CRM, on a smartphone and on sticky notes. That is precisely how things fall through the cracks.Mahan Khalsa believes that by putting a process in place for selling that you can outsell the competition time and time again.
Eagles are the sales people that excel without any help and are superstars. Eagles are rare. Also, growing a company around an eagle has some drawbacks in that if the eagle leaves, there is no process to build another salesperson into an eagle. If you put process into place, you can at least train your pigeons to be hawks.
If you have everything you need to do on a list, you go from one task to the next. It is even more helpful to schedule times for each task. If you have 10 tasks on a list and that is all that needs to be done than time is spent appropriately on each task. If a list is not complete, then for each task, a person will spend about 5 minutes trying to remember what else needs to be done. If someone does this 10 times a day it is almost an hour. I would beg to differ that it is more like 10 minutes which would be an hour an a half every day. By the end of the month, it could be 20-40 hours a month.
If you have everything you need to do on a list, you go from one task to the next. It is even more helpful to schedule times for each task. If you have 10 tasks on a list and that is all that needs to be done than time is spent appropriately on each task. If a list is not complete, then for each task, a person will spend about 5 minutes trying to remember what else needs to be done. If someone does this 10 times a day it is almost an hour. I would beg to differ that it is more like 10 minutes which would be an hour an a half every day. By the end of the month, it could be 20-40 hours a month.
