Bridging the Gap: Sales and Marketing

Stacy Falconer, Dion Label Printing

Bob Scherer, Scherer Sales Solutions

Today’s Focus

• It’s all about the Sales Funnel– Bob Scherer

• Bridging the Gap– Stacy Falconer

Goals

• Value of selling to qualified leads

• Understand your “ideal” customer

• Method for qualifying leads

• Increase sales

• Build relationships

Bob Scherer, Scherer Sales SolutionsIt Is About The Funnel!!!

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Profitable HiringAt Dscoop7

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The First 90 DaysAt Dscoop8

A One Two Punch …. Marketing and Sales

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The number one reason for sales failure is not being involved with prospects when they want to buy!

The Number One Problem

The Secret “Sauce”

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FACT!!!

• Each New Account Requires TWO Sales– Sale # 1 Sell An Appointment– Sale # 2 Sell The Relationship/Deal

• Must Be Sequential• Each Sale Requires 6-10 Touches• There Is No Luck Involved

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Warm Leads

Customer

Sales Growth Formula

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First Meetings Closing Ratio $ALES =+

Sales Growth Formula

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First Meetings Closing Ratio $ALES Volume=+

Sales Growth Formula

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First Meetings Closing Ratio $ALES Volume=+

Sales Growth Formula

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First Meetings Closing Ratio $ALES Volume=+

Sales Growth Formula

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First Meetings Closing Ratio $ALES Volume=+

It’s About First Meetings

First Meetings – The Missing Metric

• How Many In Calendar?

• How Many Needed?

• Who Sets Up?

• Competition?

• Conversion %?

• Source?

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Cost Of Prospecting

• Avg. Cost Per Dial $5.10

• Cost Per Connection $68.00

• 10.7 Hours Dialing/Meeting

• Tele-Broadcasting Saves >60%!

• $300-$400/Sales Ready Lead

• Not Selling

• Lost Opportunity Dollars

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Key To Long Term Success

• More Touches

• The More They “Get” Value

• The More They Trust You

• Stay in Touch

• More Likely To Be There At Right Time

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The Process

• Eight HTML Emails

• Complaint Database

• E-Telemarketing

• Biz Video

• Web Site Visitor ID

• Regular Reports

• Lead Nurturing

• Coaching

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Does Anyone Open Their Emails

• No One Opens All Emails

• But All Of Us Open Some

• Open Based On Subject Line

• Don’t Need To Sell All

• Just Those With Interest … NOW!

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System “Secret Sauce”• Prospect Scoring• No Open - Ok• Track Opens & Clicks

– Prospect Behavior

• Repeated Opens Better• Several E Mails Opened• Open & Forward Great!• Call Hot Prospects

– CCG Team– Your Team

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Will This Work For You????• Cost Of Non Contested Deals

• Complete Worksheet

• Fifteen Minutes

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Sales Growth Formula

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First Meetings Closing Ratio $ALES Volume=+

It’s About First Meetings

Bridging the GapStacy Falconer, Dion Label Printing

The Funnel Quality

The Gap: What is it?

Reasons for the Gap

- Target audience not clear

- Sales team on their own to find leads- Where are they getting leads?- What are they using to prospect?

Good News

• The gap does not need to exist!

• Marketing can help build the bridge

My Strategy

Work Smarter

Not Harder!

The Strategy

Step 1: Who

Step 2: How

Step 3: Identify the “Good Eggs”

Steps 4 to ∞: Engage

What is a lead?

• A person or entity that purchases products or services your company offers

Main Take Away

Step 1: Who is your best customer

• What are your capabilities?

• Who is your ideal client?– Size– Location– Market

Step 1: Pareto Principle

• 80/20 Rule– 80% of sales from 20% of customers

Step 1: Superconsumer vs. Heavy User

• Packaged goods markets

• Superconsumer- Purchases multiple products– Ideal

• Heavy- Purchases large volume of few products– Who will be impacted?

• Business operations• Customers

Step 2: Invest in Yourself

• The best lead is the one that contacts you– Interested in your product offerings– Want to be contacted

Step 2: Invest in Yourself

• Website

• Specific Web Pages

• RFQ Forms

• Quick Contact

• Blog

• Social Media

Step 2: Invest Your Time

• Tradeshows

• Publications

• Social events

Step 2: You don’t need to spend $$

• Free or Limited– Organization listings– Exhibitor listings– LinkedIn– Customer referrals– Networking

Step 3: The Good Eggs

“So much time, and so little to do!

Strike that, reverse it.”

- Willy Wonka

Step 3: Classify

• How did they find you?

• Where did they find you?

• Rate– Opportunity– Location

• SIC Code

Step 3: Assign

• Who is best to handle the lead?

• Assign to a sales rep

Step 3: Into the funnel!

Steps 4- ∞: Engage Prospects

• Website• Focused newsletters• Success stories• Testimonials• Social Media

– Facebook– Twitter– Pinterest– LinkedIn

• Direct Mail• Tradeshows• Publications

Learn What to Say

Dscoop Session:

• Integrated Marketing and Targeted Messaging– Stacy Falconer and Nick Devine

Saturday, March 8th

9:00 am – 10:15 am

Naples

Contact Information

Bob Scherer

Scherer Sales Solutions

P: 262.391.3984

E: Bobts1956@gmail.com

Stacy Falconer

Dion Label Printing

P: 413.568.3713

E: sfalconer@dionlabel.com

Thank you!

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