Find Them, Blitz Them, Win Them:

How to Build Winning Sales Lead Generation Programs

Presented June 12, 2012 to:

Presented by:

Dan Fisher Leslie Vickrey

Agenda

• Introductions• Target Account Program (TAP) Definition• Why TAP?• Critical Success Factors• Where to Start• Best Practices• Case Studies• Q&A

@techserve_assoc#TSAwebinar

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Poll #1

Do you have a formalized sales lead generation program in place today?

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Sales Lead Generation by Definition

• Sales lead generation is a marketing term often used to describe the generation of client interest or inquiry into products or services of a business Leads can be generated for a variety of purposes, but primarily to: WIN

new customers!

• Sales leads come in various forms, including: Referrals Cold calling Events (webinars, trade shows, client forums) Mass mailing/direct mail/drip campaigns Email marketing Advertising (traditional/online) Website/SEO …more!

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Target Account Program (TAP)

Multi-touch Point Sales Lead Generation• A scheduled, targeted weekly mail-based or drop-in program for targeted

accounts• 4-8 weeks, depending on target and service/solution• Branded Components: A weekly postcard and giveaway tied into a campaign

theme • Calls-to-Action: Get appointments, QR codes/landing pages playing new role

for solutions-based campaign, including online advertising (LinkedIn)• Sample drop-off campaign schedule:

Touch Item Follow-up

Week One Mail Postcard Voicemail and/or Email

Week Two Drop-off Package (Postcard, Giveaway, Business Card) Voicemail and/or Email

Week Three Drop-off Package (Postcard, Giveaway, Business Card)

Voicemail and/or Email; LinkedIn

Week Four Drop-off Package (Postcard, Giveaway, Business Card) Voicemail and/or Email

Week Five Drop-off Package (Postcard, Giveaway, Business Card) Voicemail and Email

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Why TAP?

Increase Customer Relationships Regularly get in front of decision makers Zero in on key decision prospects

Push Your Sales Team Get your sales team out to “pound

the pavement” Arms you with purpose and information Differentiate from competition

ROI is Easy to Measure A simple way to measure sales and marketing message

effectiveness

Engage in Direct Contact Is one of today’s most successful

marketing approaches

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Make at least 5 total call attempts to each prospect 44% of salespeople will stop calling after the first call Another 22% stop calling after the second call 14% more will stop calling after the third call An additional 12% will stop after the fourth call This means 92% of salespeople quit after the fourth call 70% of the population needs at least 5 contacts before they'll trust you

enough to grant you an appointment

If you want to beat 92% of your competition, make that fifth call!

…however, stats also suggest that 93% of prospects are not actively seeking consultants.

Why TAP?

MAKE THE 5th CALL...

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Critical Success Factors

• Executive buy-in and oversight

• LIST, LIST, LIST Target “real” buyers of your

services Ensure information is up to

date

• Sales buy-in

• Follow program, be creative

• Track/share results and ROI During weekly sales meetings Friendly internal competition Built into CRM

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Sample TAP Metrics• Have a common goal • Set baseline metrics you can measure

and track week-to-week during the campaign

• Post in office, keep a running chart – and celebrate successes Number of prospects/contacts: Number of acknowledgements: Number of appointments: Number of submits: Number of placements: Total revenue:

Plan on a 30% return

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Sample TAP Detailed Program Schedule

December 2011

MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY

4Week 1 – Mail Postcard

5- Prep Postcard

6- Mail Postcard

7 8 9 10

11Week 2 – Drop-off Package

12- Follow-up Phone Call/Email on Postcard

13- Follow-up Phone Call/Email on Postcard- Prep Package

14- Deliver Package

15- Deliver Package

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18Week 3 – Drop-off Package

19- Follow-up Phone Call/Email on Package

20- Follow-up Phone Call/Email on Package - Prep Package

21- Deliver Package *Try to deliver all on this day

22- Deliver Package (optional)

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25Week 4 – Drop-off Package(HOLIDAY WEEK; CONSIDER ALTERNATIVE)

26 27- Follow-up Phone Call/Email on Package- Prep Package

28- Follow-up Phone Call/Email on Package - Deliver Package *Try to deliver all on this day

29- Deliver Package (optional)

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January 20121Week 5 – Drop-off Package

2 3- Follow-up LinkedIn Message and/or Phone Calls on Package

4 - Follow-up LinkedIn Message and/or Phone Calls on Package- Prep Package

5- Deliver Package

6- Deliver Package

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8Week 6 – Follow-up on Final Package Delivery

9 10- Follow-up Phone Calls and Emails

11- Follow-up Phone Calls and Emails

12- Follow-up Phone Calls and Emails

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Poll #2

Are you satisfied with the number of new accounts you open each

month?

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The Best of Both Worlds

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Marketing Creativity Strategic Selling

Qualifying Your List

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Enterprise (1000+ employees)

Mid-Market (100-999 employees)

Small Business (1-99 Employees)

Who to Target and Why? Look at Your Existing Clients.

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Vertical Industry Job Function/Technology Problems Solved

Financial Services Data Warehousing Informed decision making

High-Tech Java/.NET Mobile application/transactional processing

Life Sciences Data Storage Capacity planning

Retail Virtualization Reduced data center cost/complexity

Customer Success Stories

Impress Them with What You Know About Their Business

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Situational Knowledge

Press Releases10 K Statement (risk factors)Industry PublicationsIT ProjectsM&A

Regulatory Compliance Issues

CFR 21 Part 11Basel IIFDA

Trends & Benchmarks

Industry TrendsCompetitor AnalysisBenchmarking Reports

Tying it All Together with Word Tracks

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Credibility Builder

• I specifically included you in our campaign because...• In researching you and your company I understand...

Reference Challenge

• You’re rapidly growing through M&A which creates…• Systems integration and software redundancy issues…

Relevant

Success

Story

• We recently helped “ABC company” solve this challenge…• Would it make sense to schedule a call to discuss further…

Value Propositions

• Talk outcomes, not products or processes• Tie results to critical business issues• Include metrics or statistics• Refer to actual customer successes

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Improve Sales Effectiveness through

Client Stories

Metrics that Matter! Activity Up or Down?

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Order 2012 OPR Report Here: http://www.techservealliance.org/research/operating-practices-report.cfm

Objection Prevention Tips

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Objections

Click on image to download report.

TAP Best Practices

• Most overlooked, yet most important asset of a TAP is your list

• Consider targeting former clients who moved companies or past candidates who have been promoted into manager roles

Leverage summer interns to help research, build, validate lists

• Avoid highly secure industries/companies: Govt, Pharma• VMS accounts are OK as long as you are comfortable with

longer-term results vs. quick hit reqs/placements• Utilize LinkedIn/Twitter as an alternative way to reach

contacts if you are unable to connect in person, phone or email

• Track of result to ensure accountability, even those who tell you to touch base in 3 months or so

• Personalize and share successful email/VM scripts• Consider a sales contest to build excitement and

momentum• Schedule weekly sales meeting or add to existing sales

meeting, share what’s working/what’s not working• Don’t forget security/admin – bring them something too• Use for onboarding new reps!• Gain efficiency, keep consistency (during drop-off weeks)

Focus on the physical distance/relationship to minimize drive time

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Consultis TAP: Hello, I’m X

“The sales campaign broke down client barriers, it set us apart from all of the other competitors trying to get in the door and significantly increased our activity even during a downturn.”

― Jamie Delsing, Managing Partner, Consultis

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SPR Companies TAP: Did You Know — Wisconsin [insert quote]

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“We launched the Milwaukee TAP in an effort to re-introduce our brand as well as new services to past clients, existing clients and prospects. The campaign led to enhanced sales productivity, meetings with companies we couldn’t get into before and a new revenue stream – of which continues to grow months after the campaign ended. We are so happy with the results, we are preparing to launch a second campaign in a different market and leverage it as a way to open new accounts and reach growth goals.”

―Andy Stanis, Executive Director of Sales, SPR Companies

iSphere (TAP) — Texas

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Resources

• TechServe Alliance Expert Network: http://www.techservealliance.org/resources-tools/expert-network.cfm

• TechServe Alliance Operating Practices Report (OPR): http://www.techservealliance.org/research/operating-practices-report.cfm

• IT Staffing Sales Rebuttal Book: http://www.menemshagroup.com/free-download-it-staffing-sales-objection-rebuttal-book/

• Target Account Program Case Study (Consultis): http://www.clearedgemarketing.com/case-studies.php

• Connect Leader (list building, outbound calling cloud-based software): www.connectleader.com

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Early Bird Deadline: August 1

Questions?

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Leslie VickreyCEO(312) 731-3149lvickrey@clearedgemarketing.comTwitter: @lvickrey

Dan FisherManaging Director(888) 553 -3083dan@menemshagroup.com Twitter: @dantfisher

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