This webinar discusses cold calling techniques for salespeople. It includes presentations by Kraig Kleeman and Aaron Bolshaw on using data to improve call outcomes. The agenda covers the importance of data, call scripts and tactics, and perspectives from others in the industry. Kleeman presents examples of effective call scripts that lead with value propositions or research rather than being polite. He emphasizes tactics like setting deadlines and assuming sales to be more persuasive. Janelle Johnson then discusses how marketing automation can help sales teams prioritize leads, get website visit notifications, gather prospect intelligence, and stay in front of "not ready" leads. She notes the benefits of alignment between marketing and sales.
4. Agenda
The Importance of Data
There’s Only One Way...
Scripts / Tactics / Outcomes
External Perspectives
@kraig_kleeman
5
5. Sting, The Police
#1 Hit on Billboard Hot
100 Chart for 2 Weeks
“Will it go Round in
Circles..?”
@kraig_kleeman
6
6. “Poor Data, Poor Outcomes”
Paula Chiocchi
CEO, Outward Media
Outwardmedia.com
@kraig_kleeman
7
7. Principles for Persuasion
Ineffective Tactics
Tactics that Persuade
Easy Out
Professional Authority
Politeness at the Expense of
Persuasion
Competence Always
Trumps Politeness
Lead with Value Proposition
Language
Lead with
Fact-Based Research
Ascertain Target’s Buy Cycle and
Proceed Accordingly
Disrupt the Targets’ Buy Cycle
(Your Terms)
Objection Deference
Head-On is Dead-On
Central Focus – Product or
Solution
Central Focus – It’s ALL
about the Calendar
Central Focus – Product or
Solution
Central Focus – Draw Swift
Purchase Conclusions
Passive Language
Assumptive Language
@kraig_kleeman
8
Revenue Capture Trends
and Metrics Report
-Kraig Kleeman.com
8. Value-Proposition Cold Call
Easy Out
Admin
Hello. This is Mr. Williams’ office.
Seller
This is Joe Smith with Global Enterprise Systems (GES). Do
you have a minute? How are you? Is this a good time for
you?
Politeness at
the Expense of
Persuasion
Sales Resistance
Admin
What can I do for you?
Seller
I’d like to schedule a 30 minute meeting with him. Can you help
me with this ?
Admin
Maybe. This is Jane his assistant. What is this regarding?
Seller
I’d like to introduce him GES. I’d like to introduce him to our
agent portal software solution. And I’d like to share with him how we
saved Zurich International Insurance Company $1 Million last year.
Value-Prop Language
Sales Stench
Results
0 / 331
@kraig_kleeman
9
9. Lead with Research Cold Call
Admin
Hello. This is Mr. Williams’ office.
Seller
Is he in?
It’s all about the
calendar
Admin
No he isn’t.
Seller
Do you keep his calendar?
Assumptive Based
Selling
Admin
Yes I do.
Seller
Oh good. This is Joe Smith with Global Enterprise Systems and
I’m calling to schedule his 15-minute analyst-briefing. I plan to
accomplish this no later than Friday of next week. I have
availability on Tuesday in the morning, or Wednesday in the
afternoon. Which works best for him?
Appropriate the
Alternative Close
Admin What is this regarding?
Seller
Deadlines Really
Work
The topic is Optimizing Agent Retention and Improving
Agent Productivity…
Lead with
Research
Results
• 1,680 Briefings
• $30M Forecasted Revenue
• $10MM Net New Licensing Revenue
10
14. The Must-React Workshop – 3 Days
1 Day Pre-Event Preparation
2 Days Onsite
Thousands of Pages of
Resources
Video Lectures / Call Scripts /
Research Briefing Example
Subject Line - Act-On Jan 28
workshop@kraigkleeman.com
@kraig_kleeman
15
15. The Power of External
Perspectives
Global Marketplace
War on Talent
Competition is
Fierce
Organizations grow
Inward & Stale
@kraig_kleeman
S
16
20. How Will Marketing Automation
Benefit Me?
Janelle Johnson
@janelle_johnson
Director, Demand Gen
Act-On Software
www.act-on.com | @ActOnSoftware | #ActOnSW
21. Know Who To Call
Identify prospects with a
higher probability of buying
Prioritize leads based on
lead score
www.act-on.com | @ActOnSoftware | #ActOnSW
22. Know Who’s Visiting Your Website
Real-time notifications
• Know when prospects or
customers visit the site (or
even a key page)
Timely engagement
• Be alerted when prospects
are most likely ready for a
conversation
www.act-on.com | @ActOnSoftware | #ActOnSW
23. Gather Intel To Tailor Follow-Up
• Use every engagement
opportunity to learn more
• Build a profile that
combines demographic
and behavior information
• Gathering intelligence will
save you time and make
you more relevant
www.act-on.com | @ActOnSoftware | #ActOnSW
24. Stay In Front of “Not Ready” Leads
www.act-on.com | @ActOnSoftware | #ActOnSW
25. Collaborate to Achieve Business Goals Faster
Organizations where marketing
and sales are aligned were 38%
better at winning customers than
those that were not*.
- MarketingProfs Research
www.act-on.com | @ActOnSoftware | #ActOnSW
26. Ready to Learn More?
Interested in a demo
Call +1 (877) 530-1555
Email sales@act-on.com
Web www.act-on.com
www.act-on.com | @ActOnSoftware | #ActOnSW
Editor's Notes
Rolling Stones, “What’s Puzzling you....”Pink Floyd, “Comfortably Numb..”
Rolling Stones, “What’s Puzzling you....”Pink Floyd, “Comfortably Numb..”
Marketing automation is not just for marketing – in fact, it has become the secret weapon of the sales department. Forward-leaning sales teams have figured out how to benefit from marketing automation, beginning with integrating it into their CRM systems. This gives the sales team an end-to-end view of a prospect’s lifecycle, and useful information to engage in relevant conversation with prospective buyers.Sales runs on high-octane fuel that consists of intelligence and time. When you know who to call, when to call them, what to listen for and what to say, you close more deals.Marketing automation generates such highly qualified leads that you can identify them as ready for sales engagement — right now.
Marketing automation provides organization to an otherwise cluttered world where every prospect looks the same. When marketing automation feeds the sales process, a contact goes from being simply one more name on a list of names, to becoming a unique prospect with known interests and observed behaviors.Through behavioral and attribute profiling, marketing can create segments that have meaning for sales messaging. Email templates crafted to match the messaging to the prospect’s pain make it easy for the sales team to reach out quickly and accurately.Hot leads reveal themselves through behavioral activities, earning scores that automatically place sales-ready leads in a prioritized call list.
Website visitor tracking provides sales reps with a real-time monitor and alerts system for prospect engagement. The salesperson can set alerts to get real-time notifications when prospects or customers visit the site (or even a key page), allowing for timely engagement when prospects are most likely ready to have a conversation.Marketing automation has the ability to identify and surface those prospects with the highest probability of buying or moving to the next stage of the buying process.
Know what to say to your (soon to be) buyer.Marketing automation provides salespeople with insights into buyer behaviors and profiles unlike anything they’ve ever had before. You can see every aspect of the prospect’s journey and know what brought them to your lead funnel.What whitepapers did they read?What videos did they watch?Which emails did they click on?Which web pages did they visit?Which webinar did they attend?The more you know, the more you can tailor your pitch and address that unique prospect’s concerns accordingly. Marketing automation creates individual activity histories that collect all of a prospect’s engagement points. This enables salespeople to easily connect the dots of a prospect’s engagement journey – to really understand what they’re interested in. This shortens the qualification process when talking to prospects, helps the rep avoid the deadly error of missing the obvious topics of interest, and brings the rep that much closer to understanding the buyer’s pain and making a relevant connection.
SiriusDecisions' research shows that 80% of marketing-generated leads that are disqualified by sales will probably buy from someone within 24 months; nurturing helps you remain in consideration. Nurture campaigns are a type of drip marketing that takes prospects along an educational path, keeping your brand top of mind until the prospect becomes sales-ready. In any sales process, knowledge is power. Marketing automation provides both intelligence and a solid foundation for applying it, while synchronizing with sales force automation and other tools to manage the entire sales cycle – beginning well before first contact and continuing along the buyer’s journey.
Aligned organizations (i.e., those whose sales and marketing teams formally agreed to cooperate and put a process in place) achieved an average of 32% annual revenue growth, while less-aligned companies reported a 7% decline (Forrester). B2B organizations with tightly aligned sales and marketing achieved 24% faster revenue growth and 27% faster profit growth over a three year period (SiriusDecisions).