The document outlines key strategies for enhancing lead generation based on the methodologies established by Chet Holmes. It identifies five reasons why marketing may be ineffective, such as lack of trust and poor competition strategies, and suggests three ways to improve lead generation, including providing valuable content and optimizing marketing messages. The document emphasizes the importance of audience understanding and effective sales training as critical components to achieving better marketing results.

1. Ken Krogue
&
Amanda Holmes
THE ART AND
SCIENCE OF LEAD
GENERATION

2. Ken Krogue
Founder, President &
Chief Strategy Officer
InsideSales.com
INTRODUCING
Amanda Holmes
CEO
Chet Holmes
International

3. Jim Steele
Former Salesforce
Chief Customer Officer
Head of Worldwide Sales
THE CONNECTION
Advisory
Board Member
Chet Holmes
InternationalCurrently
President
of Worldwide Sales
& Chief Customer Officer
InsideSales.com

4. Chet Holmes
Protégé of Charlie Munger
Helped 200,000 businesses
THE ORIGINS OF THE CHET HOLMES METHOD
The Book
NY Times
#1 Amazon 7 years later
78 Training Products
100 countries

5. CHET’S LEGACY

6. www.ChetHolmes.com/DoubleSales
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201
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Holmes
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What
we’re
going
to
cover…
• 5 Reasons Your Marke.ng
Isn’t Working Like It
Should…
• 3 Ways to Fix it
• How to Get 9x the
Response From Your
Marke.ng Spend
www.ChetHolmes.com/doublesales

7. 5
Reasons
Why
Your
Marke;ng
Isn’t
Working
Like
It
Should
• TRUST:
They
don’t
trust
you.
Likeability
is
at
an
abysmal
17%.
Millennials
trust
BLOGGERS
more
than
TV
News.
• COMPETITION:
They
see
5,000
commercial
messages
and
product
placements
a
day.
• IMPATIENCE:
due
to
the
instant
gra;fica;on
of
the
internet,
the
aZen;on
span
is
half
what
it
was
just
10
years
ago.
• WASTED
Online
Marke;ng:
86%
of
ads
that
are
paid
for
are
never
seen.
• Salespeople
are
poorly
trained:
Training
salespeople
isn’t
going
well
for
most
companies.
• Majority
of
companies
spend
less
than
2
months
onboarding
new
sellers.
• And
yet
it
takes
on
average
8-­‐12
months
for
salespeople
to
perform
like
their
tenured
colleagues.
• Companies
with
great
onboarding
processes
train
34%
faster,
4
months
quicker
than
those
who
have
no
training.
But
all
of
these
are
just
small
issues,
they’re
symptoms,
not
the
root
cause
of
the
problem.
Let’s
do
a
liZle
exercise
and
I’ll
show
you…

8. Source:
Centers
for
Disease
Control
and
Preven;on.
Tobacco-­‐related
Mortality

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9
Imagine
you’re
in
a
Stadium
www.ChetHolmes.com/DoubleSales
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2015
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Holmes
Interna;onal.
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Write
your
Stadium
Pitch
:tle
now…

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Let’s
Define
Your
Audience
3% Buying Now
7% Open to it
30% Not thinking about it
30% Thinking they’re not interested
30% Definitely NOT interested!
for ANY product or service

11. Was your .tle
focused
on THEM?
Or was it focused
on you?
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2015
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Holmes
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12. The PROBLEM
99% of marke.ng and
sales messages are
focused on YOU,
Was.ng 90% of your
.me, energy, and
money.

13. The
Key
Components
of
a
Stadium
Pitch
ü A
Head
Turning
Title
ü Market
Data
is
way
more
mo;va;onal
than
product
data
ü Content
that
offers
solu;ons
to
problems.
(Not
product/service
centered)
ü The
ability
to
get
the
remaining
97%
of
your
market
aware
of
your
product
or
service
and
interested
enough
to
become
your
customer…
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©
2015
Chet
Holmes
Interna;onal.
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Reserved.

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Can
You
Add
One
Great
“Wow”
Data
Point?
Better
Bad
“Finance Your
Home!”
Bad
Title
BeZer
Title

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Holmes
Interna;onal.
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15
BetterBad
7
Reasons
Den;sts
Are
Going
Out
of
Business
Save
Up
to
50%
on
Dental
Equipment!
Bad
Title
BeZer
Title
People
in
Pain
Take
Ac;on
Much
Quicker

16. “We expanded our opera,ons across the
brands with 13 shops in DK, 20 bou,ques in
Germany and 65 In Norway and closed USD
$200 million worth of contracts for the rest of
the year...in addi,on to the business we were
already handling.
I wanted to let you know! We made a direct
mailing to our best buyer group and achieved a
direct response of (are you siNng down?): 58%
and growing as I write to you. When did anyone
get 58% direct response on a direct mailing?
This s*** works man!”
Dennis Lindberg-­‐President, Formio Sequoyah
Just
to
show
it
works…
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2015
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Holmes
Interna;onal.
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17. 3 Ways to Increase Your Current
Lead Genera.on

18. 1. Teach Them Something of Value:
Sell one to many?
“People
will
come
to
you
and
stay
longer
to
hear
something
of
value
to
THEM,
then
they
ever
will
just
to
be
sold
to.”
@ChetHolmes

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19
BetterBad
10
Opera;onal
Inefficiencies
Cos;ng
You
a
Fortune
Do you want to buy
solar panels?
Bad
Title
BeZer
Title
Greg
Went
From
a
1
Man
Contractor
to
a
7
Figure
Business
Using
This
Stadium
Pitch

20. “I
consider
myself
blessed
to
have
been
trained
with
the
Chet
Holmes
Method.
Without
that,
I
would
have
remained
a
small
Eme
contractor
closing
one
out
of
every
ten
sales
calls
that
I
went
on.
Instead
I
built
a
7
figure
business
as
a
part
Eme
student
in
college.
If
I
could
do
it,
you
can
too.”
Greg Digneo, Co-­‐Founder of
Solar Panel Company
Systems of Apollo
If
a
college
kid
can
do
it,
you
can
too…
www.ChetHolmes.com/DoubleSales
©
2015
Chet
Holmes
Interna;onal.
All
Rights
Reserved.

21. 2. Unseat Your Compe.tors
Can you be 2 Clicks Before Your Compe.tors?

22. 3,400,000
Compe;;ve
Results
www.ChetHolmes.com/DoubleSales
©
2015
Chet
Holmes
Interna;onal.
All
Rights
Reserved.
!

23. 112,000
Compe;;ve
Results
www.ChetHolmes.com/DoubleSales
©
2015
Chet
Holmes
Interna;onal.
All
Rights
Reserved.
!

24. www.ChetHolmes.com/DoubleSales
©
201
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Holmes
Interna;onal.
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24
How
Can
You
Be
2
Steps
BEFORE
Your
Compe;;on?
BetterBad
“5 Things Every Bride
Should Know to Avoid
Disaster on their
Wedding Day.”
“Wedding
Photographer Best
Value, click here.”
Bad
Title
BeZer
Title

25. 3. The #1 Goal of Your Website
MUST Be To:
Generate Leads

26. www.ChetHolmes.com/DoubleSales
©
201
Chet
Holmes
Interna;onal.
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What’s
the
number
one
goal
of
your
website?
GET
visitor
informa;on!
BetterBad
“You can lower your
workers housing
expenses by 39% or
more!
Get instant access!”
“Relocation retreat.
Sign up for our
waiting list!”
Bad
Title
BeZer
Title

27. “My
bookings
have
doubled
since
this
Eme
last
year
and
I’m
on
track
to
double
my
sales
from
the
previous
year!
Gene
is
an
amazing
mentor
and
I’ve
learned
more
than
I
ever
could
have
done
on
my
own
in
5
months
using
this
educaEonal
approach.
It
really
gives
me
a
compeEEve
advantage.”
Brant
Greathouse,
Founder
www.corporatehousingcoop.com
Just
to
show
it
works…
www.ChetHolmes.com/DoubleSales
©
2015
Chet
Holmes
Interna;onal.
All
Rights
Reserved.

28. www.ChetHolmes.com/DoubleSales
©
201
Chet
Holmes
Interna;onal.
All
Rights
Reserved.
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What
we’re
going
to
cover…
• 5 Reasons Your Marke.ng Isn’t Working
Like It Should…
• 3 Ways to Increase Your Current
Lead Genera.on
• How to Get 9x the Response From Your
Marke.ng Spend
If you want to learn more, we
have a complimentary training
3 Strategies to Double Sales:
www.ChetHolmes.com/doublesales

29. www.ChetHolmes.com
©
2015
Chet
Holmes
Interna;onal.
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Rights
29
Training
Includes:
• Session
1:
Marke;ng
Master
• Session
2:
Best
Buyer
Strategy
• Session
3:
Ul;mate
Advantage
• *Session
4:
Time
and
Results
Management
• Session
5:
Hiring
and
Talent
• Session
6:
Seven
Musts
of
Marke;ng
• Session
7:
Detailing
and
Perfec;ng
the
Sales
Process
• Session
8:
Follow
Up
• *Session
9
&
10:
Get
An
Appointment
with
Anyone
• Session
11:
Professional
Presen;ng
and
Skills
Training
• Session
12:
Virtual
Hacks
12
Core
Competencies
for
Doubling
Sales
BONUS
FOR
YOU
TODAY
www.ChetHolmes.com/doublesales

30. www.YourCompany.com
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2020
Companyname
PowerPoint
Business
Theme.
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Rights
Reserved.
30
Session
4:
Time
Management
Secrets
of
Billionaires
• Get
a
400%
Increase
in
Your
Produc;vity
by
Following
6
Simple
Steps.
• How
to
Avoid
the
Got-­‐a-­‐
Minute
Manager
• Transform
Your
Company
in
a
Few
Simple
Steps
• How
to
control
your
email
so
it
doesn’t
control
you.
www.ChetHolmes.com/doublesales

31. www.YourCompany.com
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Session
9
&
10:
High
Art
of
Gerng
Appointments
Part
1
and
2
• Elements
of
a
Phone
Pitch
• Get
Past
the
Gatekeeper
• Make
5
Times
More
Impact
Within
the
First
5
Seconds
• The
Art
of
Voicemail
• How
to
be
Persistent
Without
Being
Obnoxious
www.ChetHolmes.com/doublesales

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Holmes
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www.ChetHolmes.com/doublesales

33. C = Campaign
L = List / Leads
O = Offers
S = Skill
E = Effort
R = Reporting
S = Systems

34. The
next
genera:on...

35. 2.00$
2.25$
2.50$
2.75$
3.00$
3.25$
3.50$
3.75$
2008$ 2009$ 2010$ 2011$ 2012$
Millions'
Outside$Sales$
Inside$Sales$
Source:
2009
infoUSA/MIT
Study
15x
2009 / 2013 MARKET STUDY

36. Google
vs
Magazines
vs
Newspapers
Why?
Immediate,
Measurable,
Results…

37. INBOUND
MARKETING
Source:
business2community.com
à

38. 15X

39. PlaXorms
HIGH GROWTH MEDIA

40. RESEARCH
marke:ng…

41. Companies
Avg
Response
Time
by
Phone
Percent
Responded
by
Phone
or
Email
Avg
Response
AZempts
Avg
39:22
Event
Avg
1.51

42. What
would
your
CEO
think?
Only
27%
of
leads
get
contacted
…
ever!
Only
52.5%
of
leads
get
aZempted
…
ever!
Sales
reps
give
up
aser
1.51
aZempts
…
really?
What
is
possible?
Our
own
teams
contacted
92%
for
2.5
years
That
is
3.4X
more
results
from
the
same
spend

43. Content
+
Distribu;on
Jeffrey
Harmon

44. THE
PITCHER
/
CATCHER
CONTENT
MODEL

45. 7
level
content
funnel
7
Content
Levels
1. Influencer
2. Industry
3. Company
4. Product
5. Proof
6. Sales
7. Client

46. How
we
apply
the
7
Content
levels
1. Influencer
2. Industry
3. Company
4. Product
5. Proof
6. Sales
7. Client
Famous people
Inside sales industry
InsideSales.com
Immediate response
MIT / HBR / Case Studies
Why you need it
How it works

47. C = Campaign
L = List / Leads
O = Offers
S = Skill
E = Effort
R = Reporting
S = Systems

48. Ken Krogue
Founder, President &
Chief Strategy Officer
InsideSales.com
QUESTIONS?
Amanda Holmes
CEO
Chet Holmes
International

49. www.ChetHolmes.com
©
2015
Chet
Holmes
Interna;onal.
All
Rights
49
www.ChetHolmes.com/doublesales

50. Try our SYSTEM… Full Function Trial
www.insidesales.com/free_trial.php

51. Ken Krogue
Founder, President &
Chief Strategy Officer
InsideSales.com
QUESTIONS?
Amanda Holmes
CEO
Chet Holmes
International