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Tom Hootman's Level Up Presentation for May 2018
- 1. 1 www.dublindesign.com The PPC Agency of Experts Building Your Sales Pipeline @The_Hootman
- 2. 2 www.dublindesign.com What’s a ‘Tom Hootman’? • VP of Revenue at Hanapin • Sales, Client Services and CRO • 15 years in B2B Sales • Started at Hanapin in 2011
- 3. 3 www.dublindesign.com What’s a ‘Tom Hootman’? • VP of Revenue at Hanapin • 15 years in B2B Sales • Started at Hanapin in 2011 • Sales, Client Services and CRO • Hanapin Stock Image model:
- 4. Your chances of hitting quota increase 56%When engaging buyers before they Contact a seller -Sales Benchmark Index
- 5. So…What’s New Since Last Time? Exhibiting at four events in 2018 Two down, two to go Specific training modules on events Nikon, Priority Pass among the opps
- 7. Goals: 1. ”Quality” conversations 2. Scheduled meetings 3. Opportunities created 4. Clients (duh.)
- 8. The Ideal Client Profile Don’t forget….
- 9. Lucy says: “Don’t forsake your ideal client profile just to hit your number and make yourself feel better. Salespeople who try to ”game the data” to hit goal make me sleepy."
- 10. -HBR.org
- 13. Who’s not a fit? Smaller budgets or discovery clients “Set it and forget it” types Fans of Mad Men (Creative Agencies) “Swag hags”
- 15. Assign Roles! Scout: Out front, starts conversations Greeter/Host: Plinko! Swag! Giveaways SME: Case Studies, Tactical Questions
- 16. Be Consistent
- 17. Unified language guides Get in touch weeks ahead Acknowledge ’sameness’ Huddle up daily *cough* Bend the rules *cough*
- 18. Plan B
- 19. Speakers v. Attendees Visit other exhibitors Change the roles (scout, greeter, etc.)
- 20. My favorite Things (still): 1: Lucy 2: Clear Future Dates 3: “As part of our process…”
Editor's Notes
- Sales Benchmark Index. Connections Education story- Built rubric for client by which he selected agency (we won)
- We’ve worked on splitting out our pipeline into multiple steps, some managed by different people in different departments, all to hit this goal. When you master these steps consistently you’ll be able to generate more new clients with greater consistency more often
- ”Building a pipeline” is an easy way of combining a bunch of steps and work into one easy soundbite
- Really takes a mix of consistently working on several prospects, at different stages, all at the same time As I love to say at our office “What could possibly go wrong?”
- -“Connecting the World’s Professionals” speaks to their entire userbase while also speaking to recruiters. -Recruiters are 54% of their revenue, yet that’s not possible without over 250 million members -Ever used it for recruiting or advertising? Not the easiest. Doesn’t matter, because their UX is built to cater to the userbase -They know who their ideal client is, and it’s the user. Never swings too far to 3rd party vendors, advertisers or recruiters.
- Slide we use in client pitches to help identify who is a good fit.
- This is another way of looking at it. I actually prefer this and just got it back from our design team yesterday, so thanks to tonight I think we’re going to use this instead going forward! -Find commonalities amongst your existing clients. -Keep the future in mind. Make it scalable. -Think of the bad clients you’ve had and run with the opposite.
- For us, it’s as much about eliminating poor fits as it is selling up-market PPC Hero provides a great deal of our leads, but those leads vary in size, scope and qualification People who confuse SEO and PPC, people who just want us to do their job for them or people who really want a creative agency
- Targeting is something that’s tough to create a habit of, but those who do say it’s easy. -The right approach is necessary. Can’t overpursue early or spend all your time targeting and not enough time using multiple contact methods.
- Use as many different methods as possible. What works for one client may not work for another. -Track in your CRM (that’s a whole other workshop) -Watch out for LinkedIn’s penalty box -2nd and 3rd degree connections -Don’t have to use a greeting on mobile! Use this to your advantage.
- Use as many different methods as possible. What works for one client may not work for another. -Track in your CRM (that’s a whole other workshop) -Watch out for LinkedIn’s penalty box -2nd and 3rd degree connections -Don’t have to use a greeting on mobile! Use this to your advantage.