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Sales Lead Conversion Workshop
Michael Halper
Founder and CEO
SalesScripter
• 20 years frontline sales, marketing, and
customer service experience

• Founder and CEO of Launch Pad Solutions
and Sale...
Agenda
• Generating the lead
• Following up on leads
• Staying in touch
• Closing the Deal
Generating the Lead
Inbound Marketing
• Organic SEO
• PPC

Process
1.
2.
3.
4.

Drive traffic to website or landing page
H...
Generating the Lead
Outbound Marketing
• Email marketing
• Telesales

Process
1.
2.
3.
4.

Go to LeadFerret.com and build ...
Key Principles
Timely Follow-up
• The more time that elapses, the odds of
conversion decrease dramatically
– Inbound leads...
Key Principles
Map out your sales process stages
• Ultimate goal: close the sale

• Immediate goal: get commitment to
adva...
Key Principles
Staying in Touch
• Not a “No” but “No, not right now”
• Need a way to be there or in mind when the
“No” bec...
Drip Campaigns
Audience Segmentation
Segment

Description

New Prospects

Targeted prospects that are being pursued but ha...
Drip Campaigns
Tier 1 – Lead Generation

Details

Description

Audience Segment New Prospects
Goal

To generate leads

Con...
Drip Campaigns
Tier 2 – Building Interest

Details

Description

Audience Segment Warm Prospects
Goal

To educate, to buil...
Drip Campaigns
Tier 3 – Cross-selling for product #2

Details

Description

Audience Segment Current Clients
Goal

To cros...
Drip Campaigns
Tier 4 – Newsletter, keeping in touch
Details

Description

Audience Segment New Prospects, Hot Prospects, ...
Drip Campaigns
Tier 5 – We want you back
Details

Description

Audience Segment Past clients
Goal

To get client to come b...
Identifying Who to Call
• Inbound leads
• Email clicks
Making the Call
What to say?
•

“We sent you an email, wanted to see:
– if you found the information
helpful”
– If you wan...
Post-Call Activities
• Log call
• Follow-up activity
• Send email
• Add to new campaign
Dealing with Voicemail
•

You can spend more than 50% of
your time reaching voicemail

•

Have a plan

•

Don’t expect a c...
Dealing with Objections
• A prospect’s best weapon
– Mini stop signs
– Used to take control of the call and take it in a
d...
Closing the Deal
•

Natural closer?

•

It is all about the questions
– Trial closing questions
– Direct closing questions...
Visibility Across the Process
• Dashboard
• Reports
• SN Demo
Need Help?
•

Helps businesses with prospecting

•

Sales coaching, training, and consulting

•

Team of telesales resourc...
Need Help?
Sales Ready Lead Starter Kit
One year complete subscription to SalesNexus
30 to 45 min. Email Campaign Consulta...
Need Help?
Sales Ready Lead Starter Kit Premium
One year complete subscription to SalesNexus
30 to 45 min. Email Campaign ...
Need Help?
•

SalesNexus Free Trial
–

•
•

http://salesscripter.com/cold-call-calling-script/

–

SalesScripter videos
–
...
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Converting Leads to Sales

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Published on

In case you missed it, Michael Halper, Founder and CEO of SalesScripter, was a guest speaker on a webinar titled “Converting Your Leads to Sales” hosted by SalesNexus.

Generating leads is extremely important. But what you do with those leads and being able to consistently convert a high percentage of them to sales is just as if not more important.

The good news is that there are some very clear and practical things that you can do to improve your ability to create a healthy pipeline of leads and consistently drive those to closure and those are outline in the below webinar recording.

Published in: Business, Technology
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Converting Leads to Sales

  1. 1. Sales Lead Conversion Workshop Michael Halper Founder and CEO SalesScripter
  2. 2. • 20 years frontline sales, marketing, and customer service experience • Founder and CEO of Launch Pad Solutions and SalesScripter • Author of The Cold Calling Equation – PROBLEM SOLVED • President of the American Association of Inside Sales Professionals Houston Chapter • ICF Certified Professional Coach • MBA University of Houston, Masters of Science University of Texas at Dallas
  3. 3. Agenda • Generating the lead • Following up on leads • Staying in touch • Closing the Deal
  4. 4. Generating the Lead Inbound Marketing • Organic SEO • PPC Process 1. 2. 3. 4. Drive traffic to website or landing page Have a compelling call to action Have an opt-in web form Opt-in form connected to your CRM
  5. 5. Generating the Lead Outbound Marketing • Email marketing • Telesales Process 1. 2. 3. 4. Go to LeadFerret.com and build target list Send email campaign through SalesNexus.com Track clicks (clicks = leads) Targeted phone calls to the clicks Webinar http://www.salesnexus.com/blog/3-ingredients-of-sales-growth
  6. 6. Key Principles Timely Follow-up • The more time that elapses, the odds of conversion decrease dramatically – Inbound leads: Follow-up needs to happen in minutes. Greater than 30 minutes can lead to a 50% decrease in conversion rate. – Outbound leads: Follow-up needs to be within one to two days.
  7. 7. Key Principles Map out your sales process stages • Ultimate goal: close the sale • Immediate goal: get commitment to advance to next stage in sales process • Always stay focused on the immediate goal Initial Contact (First time to speak) Cold Call Inbound Call Email Event 2 to 5 minutes 80% on prospect 20% on you First Call (Appointment/Meeting) Phone Call Face-to-Face Discovery 20 to 30 minutes 50% on prospect 50% on you First Meeting (Presentation) Discovery Presentation Demonstration 1 to 2 hours 20% on prospect 80% on you
  8. 8. Key Principles Staying in Touch • Not a “No” but “No, not right now” • Need a way to be there or in mind when the “No” becomes a “Yes” • Two ways to stay in touch – Drip campaigns – Periodic check-in calls
  9. 9. Drip Campaigns Audience Segmentation Segment Description New Prospects Targeted prospects that are being pursued but have not actively engaged, don’t know who you are(suspects) Actively engaged with discussions and meetings Hot Prospects Warm Prospects Cold Prospects Closed Prospects Know who you are, want more information, on the fence, won’t commit to forward movement Not going to purchase in near future Current Clients Have communicated a firm no and zero interest - no potential to ever buy Currently purchasing products and services Past Clients Have purchased products or services in the past Referral Partners Partners that refer business
  10. 10. Drip Campaigns Tier 1 – Lead Generation Details Description Audience Segment New Prospects Goal To generate leads Content Focus Prospect focused Number of Emails 3 to 6 Frequency Daily, Bi-daily, or weekly Type of content Value you offer, pain you resolve, qualifying questions
  11. 11. Drip Campaigns Tier 2 – Building Interest Details Description Audience Segment Warm Prospects Goal To educate, to build interest, and stay in touch Content Focus The company/product Content Subjects Number of emails FAQ topics, objection responses, credibility, differentiation, threats of doing nothing, company facts 5 to 10 Frequency Daily, Bi-daily, or weekly
  12. 12. Drip Campaigns Tier 3 – Cross-selling for product #2 Details Description Audience Segment Current Clients Goal To cross-sell new products to existing and old clients Content Focus New products that the client is not currently purchasing Content Subjects Number of emails FAQ topics, objection responses, credibility, differentiation, threats of doing nothing, company facts 1 to 3 Frequency Daily, Bi-daily, or weekly
  13. 13. Drip Campaigns Tier 4 – Newsletter, keeping in touch Details Description Audience Segment New Prospects, Hot Prospects, Warm Prospects, Cold Prospects, Current Clients, Past Clients, Referral Partners (all except closed) Goal To stay in touch and fresh in the recipient’s mind Content Focus Informational Content Subjects Number of emails Industry news, best practices/tips, company news, articles, blog posts, whitepapers, ebooks, etc. 6 to 12 Frequency Monthly, bi-monthly, quarterly
  14. 14. Drip Campaigns Tier 5 – We want you back Details Description Audience Segment Past clients Goal To get client to come back, to educate, to build interest Content Focus The company/product Content Subjects Number of emails FAQ topics, objection responses, credibility, differentiation, threats of doing nothing, company facts 5 to 10 Frequency Daily, Bi-daily, or weekly
  15. 15. Identifying Who to Call • Inbound leads • Email clicks
  16. 16. Making the Call What to say? • “We sent you an email, wanted to see: – if you found the information helpful” – If you wanted more information on that topic” – If you had any questions on what you read” • “I saw that you took a look at [insert subject or title of content] • Ask pre-qualifying questions – SalesScripter demo
  17. 17. Post-Call Activities • Log call • Follow-up activity • Send email • Add to new campaign
  18. 18. Dealing with Voicemail • You can spend more than 50% of your time reaching voicemail • Have a plan • Don’t expect a call back • Use your message as commercial to educate • Follow every voicemail with an email • Create a multi-touch effect
  19. 19. Dealing with Objections • A prospect’s best weapon – Mini stop signs – Used to take control of the call and take it in a direction of their choosing • Common Objections: – – – – – – – – I am busy right now. Who are you with? What is this in regards to? I am not interested. Just send me some information. We already use somebody. We are not looking to make a change right now. We do not have budget/money to spend.
  20. 20. Closing the Deal • Natural closer? • It is all about the questions – Trial closing questions – Direct closing questions – Qualifying questions • Indirect Closing Tactics – – – – – – Communicate value Building interest Building rapport Building credibility Finding pain Qualifying
  21. 21. Visibility Across the Process • Dashboard • Reports • SN Demo
  22. 22. Need Help? • Helps businesses with prospecting • Sales coaching, training, and consulting • Team of telesales resources – – – – – Lead generation Appointment setting Lead follow-up Survey/information gathering Event promotion • Able to work directly in your CRM database • Pricing – – – 25 Hours - $750 50 Hours - $1,500 100 Hours - $3, 000
  23. 23. Need Help? Sales Ready Lead Starter Kit One year complete subscription to SalesNexus 30 to 45 min. Email Campaign Consultation Polished 3 email campaign $1299 6000 LeadFerret contacts (500 per month) 30 day SalesScripter.com subscription 60 to 200 qualified leads
  24. 24. Need Help? Sales Ready Lead Starter Kit Premium One year complete subscription to SalesNexus 30 to 45 min. Email Campaign Consultation Polished 3 email campaign $2,049 6000 LeadFerret contacts (500 per month) 30 day SalesScripter.com subscription 60 to 200 qualified leads Telesales Lead Follow-up (25 hours)
  25. 25. Need Help? • SalesNexus Free Trial – • • http://salesscripter.com/cold-call-calling-script/ – SalesScripter videos – http://salesscripter.com/category/training-videos/ • http://salesscripter.com/weekly-overviewwebinar/ The Cold Calling Equation – Problem Solved http://www.salesnexus.com/training.html SalesScripter Free Trial – • • SalesNexus weekly training – • http://www.salesnexus.com/training.html SalesScripter weekly training – http://try.salesnexus.com/free-trial/ SalesNexus videos – • http://www.amazon.com/The-Cold-CallingEquationProblem/dp/1468173545/ref=sr_1_1?ie=UTF8&qi d=1338310605&sr=8-1 Lead Follow-up Service – Launch Pad Solutions – – www.lp-sol.com Contact: info@lp-sol.com

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