lead development presentation

The Lead Development Presentation

The Lead Development Presentation

O P E N: This presentation will take you through the journey of “developing a lead into a customer.”

C O N C E P T: This will walk you through the process of converting leads to customers through the idea of using campaigns and strategies.

S Y S T E M: This walks you through setting up a campaign and scheduling an action plan. This will allow you to plan and manage your campaigns effectively and successfully.

C O N T E N T: This shows you lists of content that was designed and built around the different campaign goals and strategies.

C L O S E: This system and content will help you accomplish “developing a lead into a customer.”

“Developing a lead into a customer”

The Lead DevelopmentConcept

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Lead Development Concept

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We understand that the closing ratio for non-qualified leads is 10 percent versus a 60 percent close ratio with referred leads.

Converted Leads

10%

60%

0%

10%20%

30%

40%

50%60%

70%

1 2Non-qualified Leads Referred Leads

Referrals

Lead Development Concept

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Relationships

Businesses spend 80% of their marketing dollars going after new customers and clients rather than nurturing, retaining, and maintaining the customer relationships they already have.

Before you spend your time and money going after new customers and clients you do not currently have a relationship with consider the following statistics:• Repeat customers spend 33% more than new customers.

• Referrals among repeat customers are 107% greater than non-customers.

• It costs six times more to sell something to a prospect than to sell that same thing to a customer.

Customer Relations

Lead Development Concept

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You should view networking and relationship building as a continuous process. Networking aids the growth of your contacts and expands your horizon.

Networking

However busy you are you should give importance to networking. It is important to create a lasting first impression on people whom you meet.

Lead Development Concept

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When trying to develop your lead always keep these steps in mind.

Four simple steps1. Always have a goal

2. Always have a strategy in mind

3. Always be asking4. Always be closing

Lead Development Concept

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1. Always have a goal

Goal: I am going to get my wife to buy me ice cream.

2. Always have a strategy in mind

Strategy: I am going to use my daughter to tell my wife that she wants ice cream.

3. Always be asking

Asking: I am going to ask my wife if she will take my daughter to Braums to get the ice cream.

4. Always be closing

Closing: Would you mind picking me up some Ice Cream too?

Four simple steps

Lead Development Concept

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Choosing a campaign

Obtain a Lead

Choosing Strategy based on your target market

Customer starts project with us

This is the process of converting leads to customers

Your ability to pay attention and follow the process will determine whether your customer is satisfied.

Lead Campaign Strategy Customer

Lead Development Concept

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Lead

What is a lead? A sales lead is the identity of a person who could lead you to a potential purchase of a product or service.

Note:

It is important to understand the level of customer to know type action to take so you spend appropriate resources.

Lead Development Concept

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Campaign

What is a Campaign? A campaign is a goal with a plan of action.

Note:

Campaigns are established through a need. For example I NEED to build a relationship. Building a relationship is my goal thus establishing the need for a campaign and the campaign should establish the relationship.

Lead Development Concept

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Strategy

What is a Strategy? A strategy is a plan of action designed to achieve a particular goal.

Note:

Building a relationship requires more than one action. For instance you may want to call, meet or write to one particular contact. In order to do that you would have to schedule these actions out over a course of time.

Lead Development Concept

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Customer

What is a customer? A customer is a person who purchases goods or services from another; buyer; patron.

Note:The perception the customer has on you is extremely important. It is known that each customer that is not pleased with you will tell twelve people where as a happy customer only tells one.

Lead Development Concept

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We have developed a system called the Lead Development System to help you Develop, Build and maintain a relationship, with your leads.

“But how in the world do I do this. There are dates, names, places, events and on and on to keep up with, the thought alone just frustrates me”.

RELAX

Lead Development Concept

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Lead Development System

The Benefits:• Choose from predetermined, campaigns or customize your own.

• The work is already done for you.

• Never physically maintain a schedule

• Manage all of your leads/customers

• Fire and Forget

Lead Development Concept

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Get lead,

set goal,pick strategy,

close deal.

“Always be closing”

Remember

The Lead Development System

S Y S T E M: Now that we have explained the concept we will show the system design. This walks you through setting up a campaign and scheduling an action plan. This will allow you to plan and manage your campaigns effectively and successfully.

Lead Development SystemHow to setup a

campaign

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Contact Management SystemThrough Stoneworks, select the Contact Management system module and bring up your contact that you

would like to start the campaign with.

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CampaignSelect the Campaigns Tab. This Screen will Allow you to set up a campaign on your curently selected

contact.

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New Campaign buttonOn the campaigns tab select the new button .

Target GroupsSelect from a list of Target Groups

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Target Groups

In this case we selected “Little Dog”

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Campaigns

Now Select a campaign goal from the list.

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Campaigns

In this case we selected “Maintaining Relationship”

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Initiate CampaignYou will notice that when the Target Group and the campaign are selected the strategy/Action plan are

predetermined and will fill out automatically. Now all you have to do is select “Initiate Campaign”.

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Lead Development System

How the system works for you

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Task RemindersThe system will display Task reminders to let you know the what, when and who.

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When

What

Who

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My CalendarThe system sets all of your dates for your campaigns actions up into the My Calendar.

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Lead Development System

How to modify or customize a campaign

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CampaignTo modify a campaign first pull up the contact you would like to modify and select the campaigns tab

then select Manage.

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Modifying CampaignNow your entire campaign will be displayed.

Changing ActionSelect the Action you would like to change

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Task ActionSelect the type of Task Action you would like to take. In this case we selected Marketing Materials.

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Type of Marketing MaterialSelect the type of Marketing Material you would like. In this case we choose Brochure.

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Type of BrochureNow select the type of brochure you would like. In this case we choose Columns.

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Changing ActionHere is another example of changing an Action.

Columns Brochure

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Task ActionSelect the type of Task Action you would like to take. In this case we selected Sales Communication.

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Sales CommunicationSelect the type of Sales Communication you would like. In this case we choose Sports.

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DiscussionNow select the Discussion you would like. In this case we choose Discussion 2.

Text

Text

Text

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Initiate CampaignNow you have a completed modified campaign. The last step is to select Initiate Campaign.

Screen of finished campaign modified

Click Initiate campaignColumns Brochure

Sports Discussion 2

Item SchedulingIf you would like to change a date for any of your actions simply choose the date you would like to

modify, which will bring up the calendar and select your new date.

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MOVEColumns Brochure

Sports Discussion 2

Change TaskOther ways you can modify a campaign is through your Task Reminder. If you would like to change the

task select the change task button

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Modify TaskFrom this screen you can open the Task and Modify it.

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The Lead Development System Contents

C O N T E N T: Now that you have seen the system design, we will explain the details of the content. This shows you lists of content that was designed and built around the different campaign goals and strategies.

Lead Development System Contents

Lead Development System

The Lead Development System contains the following content

– Target Group List - This list has 4 size divisions of prospective contacts

– Campaigns and Strategies - Methods for establishing and maintaining contacts

– Resources - Materials used to assist you with running a campaign or strategy

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Contents

Lead Development System

Target Groups– Big Dogs - The largest prospects, commercial contractors, possibly good for much

repeat business– Med Dogs - Smaller contractor and builders, smaller projects, prospects good for

smaller range of repeat business– Lil Dogs - Small jobs and end users– Puppies - Possible future prospects, not of obvious and immediate value, but may

be coaxed to use SL at a later time.

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Below you will see the way we break the Target groups down into their prospective contacts.

Contents

Lead Development System

Campaigns List– Initiate Relationship - To begin an association with a person the company would like to do business

with– Building Relationship - To develop an association with a prospective customer further– Maintaining Relationship - To keep an association with a person the company wants to maintain

contact with growing– Repairing Relationship - To fix a broken association with a person the company wants to continue

contact with– Open Project - To find a desirable person to associate with and entice them into allowing us to make

them an bid or offer

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This is a list of the predetermined campaigns we have established so far. Please remember that you can create your own campaigns.

Contents

Contents

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Lead Development System Contents

Campaigns List Continued– Closing Project - To convince a customer that we are concerned with their satisfaction after the project is

completed, Suggesting to them that they will want our product on their next project.

– Manage Project - To convince a customer with a prospective project that we are the best option for their stone manufacturing needs

– Create an Opportunity - To turn a relationship that has soured or become lax, and to create some chance for marketing from nothing.

– Customer Satisfaction - To convince a former customer that we are still interested in their satisfaction, even if no repeat business is forthcoming,

– Working Project - To convince a customer with a ongoing project that we are interested in their satisfaction

Resources– Marketing Materials -

• Brochures - • Catalogs - • Postcards - • Miscellaneous -

– Sales Communication -

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The resources we are going to use with the Lead Development System consists of two different Items Marketing Materials and Discussion Topics.

Lead Development System Contents

• Marketing Materials– Brochures -

• SL Branding• Columns• Stairs• Window Surrounds• Pool & Patio• Landscape• Tech Talk• Galleria Pierra

– Catalogs - • Stone Legends• Stone Magic• Stone Origins• CSCS

– Postcards - • SL Branding• CSCS Send Plans• SL Columns• SL Stairs

– Postcards - • SL Window Surrounds Horizontal• SL Window Surrounds Vertical• SL Window Surrounds Vertical• SL Pool & Patio• SL Landscape• SL Technical Support• SL (Custom)• CSCS (Custom)• SM (Custom)• GP (Custom)• SL Services Offered• SL Website• Photo Rebate• SL Inventory Sale• GP Interior Accents• Old Design Post Cards

– Miscellaneous - • Drafting Pencil

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• Sales Communication– Sports talk - – Time - – Quality -– Economics - – Current Events - – History - – TV/Movies - – Family/Friends/Acquaintance - – Places -

Lead Development System Contents

This concludes the presentation, and remember this is a concept of something we could have to support in our sales/marketing efforts.

Thank you for your time.

The Lead Development System