Tom Hootman is the VP of Revenue at Hanapin, a company that provides stock images. He has 15 years of experience in B2B sales. In this presentation, Hootman provides tips for successfully exhibiting at industry events to generate sales opportunities and meet clients. He emphasizes having clear goals, profiling the ideal client, assigning roles to event staff, being consistent in communications, and having backup plans to engage with attendees.
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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
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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
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."
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.