This document provides an overview of untapped market segments in North Carolina and strategies for extracting value from them. It analyzes drivers within the software, real estate, pharmaceutical, and financial services industries. Opportunities are identified in targeting larger technology and real estate firms, pharmaceutical sales in Raleigh-Durham, and financial services companies. The proposed go-to-market strategy focuses on cold/warm calls, social/digital marketing, group presentations, social networks, references, and repetition.

1. H O W T O E X T R A C T F R O M U N T A P P E D M A R K E T
S E G M E N T S I N T H E S T A T E O F N O R T H
C A R O L I N A
Business within Hidden Markets

2. Introduction
 Tim Heyer
 22 years of experience
 8 years in manufacturing/lean/Six Sigma
 14 years in technology sales
 10 selling $1M+ software and services
 4 years in managing large groups over 20 members
 Sandler/Spin/Miller-Heimen trained
 Southeast/NC major w/ Asian minor

3. Once Upon A Time…
 Technology, real estate and financial planners
all sold from the “hip”
 Pharma didn’t sell at all, they dropped-off
 They trained their own sales forces internally
 They adapted systems from books
 They did very well
 Until now………….

4. Slide 1: Overview
 Technology firms are not performing
 Real estate firms are flailing in a much more
competitive market
 Pharma company sales are bastardized
 Financial firms losing $$$ on back end and or
cross sell opportunties in NC
 Tighter margins and high cost of sales all around
 Servicing multiple markets is expensive
 There is no end in site

5. The Data
 200+ software companies over 50 employees in NC alone
 5 with 2000+
 25-50 with 500+
 150 with 100-500
 20,000+ realtors in NC
 700+ firms
 365 with over 100 realtors employed
 91 pharma firms HQ’d in NC / 75 others with large
branches here
 2065 financial planning firms in NC
 152 financial planning firms with over 200 people

6. Software & Technology Drivers
 Big four (MS, SAP, ORCL and Infor) dominate
 30% of market share
 Sales person turnover HIGH
 Mid market players in the middle, tougher sale
 Large ticket items ($1M+) tough to close
 Even for seasoned reps, it’s tough out there
 Close rate is 10%
 Cost of sale HIGH
 Consultative sale encouraged
 Long sales cycle (6-12 months)
 Lack of consultative skills and high cost of sales
 Smaller companies in a panic
 More transactional sales (7-10+ sales per year)
 Lack of training on how to “close”

7. Real Estate Drivers
 Transactional sales
 $5M gross quota = 10-12 turns (or more)
 Personal sales process
 Dealing with 25+ prospects at a time
 Prioritizing is a big issue
 Buyer vs Seller agent
 Buyers agent easier, but no less complex
 Sellers agent is brutal in bad market
 Lack of organization & focus
 With so many oars in the water, can’t breathe
 Negotiation skills CRITICAL
 Realtor brokers spend $$$ on training

8. Target Strategy
 Target larger technology firms (100+ empl)
 MS, IBM, Microstrategy, SAS
 Target Charlotte/Raleigh based real estate firms
 Caldwell Banker, Tate, Remax, NCAR
 Head to RDU for pharma sales
 Hot house, low volume high ticket firms
 Target local big box financial firms
 Wells Fargo, Merrill Lynch, T Roe Price, Mass Mutual, etc

9. Pharma Drivers
 Competition is difficult
 Many sales people for one company
 Face to face sales each day
 12 office visits per DAY, five days per week
 70% of sales force is women under 35
 The close needs to happen within 30-60 minutes
 Doctors time is hard to get, must be good closer
 Has everything to do with the sales rep vs product
 Doc’s view pharma as a necessary evil
 Best product doesn’t always win

10. Financial Services Drivers
 Competition is difficult
 Many sales people for one company
 Face to face sales each day
 Signing portfolio/products is brutal
 The close needs to happen within 3-7 days
 All commission sales, you must close or starve
 Clients time is hard to get, must be good closer
 60% of sales time is COLD CALLING
 Prospects view FS as a non-needed add on
 Cross sell and upsell VERY important to FS

11. My Go To Market Strategy
 Cold/warm call into C levels at all times
 Social media and “E” target marketing
 Group and association presentations
 C of Commerce, NCTA, NC Realtors, Triangle groups etc
 Social representation
 Friends of friends, linked in, etc
 Sell on references
 Rinse and repeat