SlideShare a Scribd company logo
How to use social media to
generate sales opportunities for
the professional services firm
Advanced topics in Sales Process Engineering
                                               Justin Roff-Marsh
The problem

           Low << Customization >> High




                                                                    Psychotherapist

                                               Brain Surgeon




                                                                      Nurse


                                          Pharmacist

                                            Low << Client Interaction >> High
Page  2                                                                         www.salesprocessengineering.net
The problem

           Low << Customization >> High




                                                                    Psychotherapist

                                               Brain Surgeon




                                                                      Nurse


                                          Pharmacist

                                            Low << Client Interaction >> High
Page  3                                                                         www.salesprocessengineering.net
The problem

           Low << Customization >> High




        They may need it,                                           Psychotherapist
       but they don’t want it!Surgeon
                        Brain




                                               They may not to be able to
                                                  manage without Nurseit,
                                                but it ain’t in the budget!
                                          Pharmacist

                                            Low << Client Interaction >> High
Page  4                                                                         www.salesprocessengineering.net
The problem




 Executives do not:

           1. answer their phones
                  2. attend events
                          3. go to trade shows


Page  5                                   www.salesprocessengineering.net
History




                          At least 6 in-progress
                           projects at all times
                            (avg $70,000 ea)
      Database of                                  Grew on back
          30,000                                   of: direct mail
       executives                                  campaigns,
                         2. attend events          house events,
                                                   publishing
           In business                             and public
              15 years                             speaking
Page  6                                            www.salesprocessengineering.net
History




                         Just a handful of projects
                                (mainly from
                             TOC community)
            Database
               of 500
           executives
                                                      Growth?

           In business
               2 years

Page  7                                              www.salesprocessengineering.net
History




                                  Trade Shows

       Direct Mail Campaigns
                                           Public Relations

           Online exposure from
           Traditional Media       Promoting Events in
                                   Metro Newspapers

Page  8                                         www.salesprocessengineering.net
History




           Speaking at other
            people’s events




Page  9                       www.salesprocessengineering.net
Social media: initial experiments




 Massive
 effort            Speaking at other          *Some*
                                              evidence
                    people’s events           it contributes
 Loved by                                     to new-client
 our existing                                 acquisition
 evangelists!



Page  10                              www.salesprocessengineering.net
Social media: initial experiments




            1,700 followers: drives some traffic to blog: that’s it!
Page  11                                                     www.salesprocessengineering.net
Social media: initial experiments




                                    Unquestionably useful!




            Where’s the beef?

Page  12                                    www.salesprocessengineering.net
Social media: some success




                10 book-requests a day!
Page  13                                 www.salesprocessengineering.net
Social media: some success




              Bottom line: $33 / book request
Page  14                                       www.salesprocessengineering.net
Social media: a formula




                              Must generate physical
                             contact information and,
                            ultimately, conference calls



            Mustn’t be overly costly
                                                       Must be automated
              (we can’t give-away
                                                       (not labor-intensive)
             thousands of books!)



Page  15                                                      www.salesprocessengineering.net
Social media: a formula




            1. Use PPC ad to drive
             traffic to landing page
                                          2. Offer electronic
                                       premium, in exchange for
                                        only (name and e-mail)
        3. Subscribe to auto-
    responder sequence – offering
          physical package
                                          4. On second landing
                                         page, capture physical
                                       contact details (inc phone)

Page  16                                          www.salesprocessengineering.net
Social media: a formula




                 Text based ads
                 1. Linkedin
                 2. Facebook
                 3. Google AdWords
                 Video ads
                 1. Google ClickToPlay
                 2. YouTube


Page  17                                www.salesprocessengineering.net
Social media: a formula




Page  18                 www.salesprocessengineering.net
Social media: a formula




  http://www.salesprocessengineering.net/salesforecastingreport.html




Page  19                                            www.salesprocessengineering.net
Social media: a formula




Page  20                 www.salesprocessengineering.net
Social media: a formula




Page  21                 www.salesprocessengineering.net
Social media: a formula




Page  22                 www.salesprocessengineering.net
Social media: automation




 1. Create (and host)
    your web forms




Page  23                  www.salesprocessengineering.net
Social media: automation




 2. Host and manage
    your lists

       (and run e-mail
       campaigns – even
       auto-distribute your
       RSS feed!)




Page  24                     www.salesprocessengineering.net
Social media: automation




 3. Generate your
    personalized
    follow-up
    messages (auto-
    responder
    sequence)




Page  25                  www.salesprocessengineering.net
Social media: final notes




 Media           Contribution
 Blog (take 1)   Initially, use blog only to host the articles you generate as
                 fodder for promotions (you’re a consultant, not a publisher)
 Twitter         Get an account, but use activity on other sites (Blog, LinkedIn,
                 Facebook, etc to auto-generate tweets)
 LinkedIn        Build a good profile, use it as an advertising medium and
                 participate in groups frequented by potential clients
 Facebook        Build a profile, be careful of the photos you post and stay tuned
                 as this medium stands to rival LinkedIn for business users. Also
                 use it for advertising.
 Blog (take 2)   Once you’ve built a list, your list will become your primary
                 source of opps. Now it’s time to start blogging, podcasting, etc

Page  26                                                       www.salesprocessengineering.net
Conclusion




Page  27    www.salesprocessengineering.net
Conclusion




                                                   Oh, and
                                                register here
                                                 for updates




    Join the conversation at: www.salesprocessengineering.net
Page  28                                        www.salesprocessengineering.net

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Social media and the prof svces firm

  • 1. How to use social media to generate sales opportunities for the professional services firm Advanced topics in Sales Process Engineering Justin Roff-Marsh
  • 2. The problem Low << Customization >> High Psychotherapist Brain Surgeon Nurse Pharmacist Low << Client Interaction >> High Page  2 www.salesprocessengineering.net
  • 3. The problem Low << Customization >> High Psychotherapist Brain Surgeon Nurse Pharmacist Low << Client Interaction >> High Page  3 www.salesprocessengineering.net
  • 4. The problem Low << Customization >> High They may need it, Psychotherapist but they don’t want it!Surgeon Brain They may not to be able to manage without Nurseit, but it ain’t in the budget! Pharmacist Low << Client Interaction >> High Page  4 www.salesprocessengineering.net
  • 5. The problem Executives do not: 1. answer their phones 2. attend events 3. go to trade shows Page  5 www.salesprocessengineering.net
  • 6. History At least 6 in-progress projects at all times (avg $70,000 ea) Database of Grew on back 30,000 of: direct mail executives campaigns, 2. attend events house events, publishing In business and public 15 years speaking Page  6 www.salesprocessengineering.net
  • 7. History Just a handful of projects (mainly from TOC community) Database of 500 executives Growth? In business 2 years Page  7 www.salesprocessengineering.net
  • 8. History Trade Shows Direct Mail Campaigns Public Relations Online exposure from Traditional Media Promoting Events in Metro Newspapers Page  8 www.salesprocessengineering.net
  • 9. History Speaking at other people’s events Page  9 www.salesprocessengineering.net
  • 10. Social media: initial experiments Massive effort Speaking at other *Some* evidence people’s events it contributes Loved by to new-client our existing acquisition evangelists! Page  10 www.salesprocessengineering.net
  • 11. Social media: initial experiments 1,700 followers: drives some traffic to blog: that’s it! Page  11 www.salesprocessengineering.net
  • 12. Social media: initial experiments Unquestionably useful! Where’s the beef? Page  12 www.salesprocessengineering.net
  • 13. Social media: some success 10 book-requests a day! Page  13 www.salesprocessengineering.net
  • 14. Social media: some success Bottom line: $33 / book request Page  14 www.salesprocessengineering.net
  • 15. Social media: a formula Must generate physical contact information and, ultimately, conference calls Mustn’t be overly costly Must be automated (we can’t give-away (not labor-intensive) thousands of books!) Page  15 www.salesprocessengineering.net
  • 16. Social media: a formula 1. Use PPC ad to drive traffic to landing page 2. Offer electronic premium, in exchange for only (name and e-mail) 3. Subscribe to auto- responder sequence – offering physical package 4. On second landing page, capture physical contact details (inc phone) Page  16 www.salesprocessengineering.net
  • 17. Social media: a formula Text based ads 1. Linkedin 2. Facebook 3. Google AdWords Video ads 1. Google ClickToPlay 2. YouTube Page  17 www.salesprocessengineering.net
  • 18. Social media: a formula Page  18 www.salesprocessengineering.net
  • 19. Social media: a formula http://www.salesprocessengineering.net/salesforecastingreport.html Page  19 www.salesprocessengineering.net
  • 20. Social media: a formula Page  20 www.salesprocessengineering.net
  • 21. Social media: a formula Page  21 www.salesprocessengineering.net
  • 22. Social media: a formula Page  22 www.salesprocessengineering.net
  • 23. Social media: automation 1. Create (and host) your web forms Page  23 www.salesprocessengineering.net
  • 24. Social media: automation 2. Host and manage your lists (and run e-mail campaigns – even auto-distribute your RSS feed!) Page  24 www.salesprocessengineering.net
  • 25. Social media: automation 3. Generate your personalized follow-up messages (auto- responder sequence) Page  25 www.salesprocessengineering.net
  • 26. Social media: final notes Media Contribution Blog (take 1) Initially, use blog only to host the articles you generate as fodder for promotions (you’re a consultant, not a publisher) Twitter Get an account, but use activity on other sites (Blog, LinkedIn, Facebook, etc to auto-generate tweets) LinkedIn Build a good profile, use it as an advertising medium and participate in groups frequented by potential clients Facebook Build a profile, be careful of the photos you post and stay tuned as this medium stands to rival LinkedIn for business users. Also use it for advertising. Blog (take 2) Once you’ve built a list, your list will become your primary source of opps. Now it’s time to start blogging, podcasting, etc Page  26 www.salesprocessengineering.net
  • 27. Conclusion Page  27 www.salesprocessengineering.net
  • 28. Conclusion Oh, and register here for updates Join the conversation at: www.salesprocessengineering.net Page  28 www.salesprocessengineering.net