Billy Booe joined Bluegrass Promotional Marketing in 2008 as a Senior Account Executive and was made the VP of Business Development in late 2010. With over 29 years of experience in the promotional products industry, Billy is a true sales wonder having sold over $1 million with an average gross profit margin of 43% every year since 1992. His tenure has also included executive level positions such as Vice President at Goldman Promotions and President and CEO of The Wentworth Company. Prior to working in the branding business, Billy was a professional golfer from 1983 through 1986.

TODAY: SMART PROSPECTING: TARGET THE

RIGHT BUYERS TO INCREASE YOUR PROFITS- qualifying leads and prioritizing opportunities

- matching the salesperson AND their company’s strengths with potential

new accounts

- customer cloning, cross selling and getting “horizontal” within existing

customer accounts

PLUS: A GREAT GAME OF SPIN THE

WHEEL FOR FABULOUS PRIZES!

How to fall in lovewith finding & closing

NEW BUSINESS

LEAD GENERATION AND MATCHMAKING, OR…

Let’s start withSOME BASICS…

Lead basics: WHERE DO I FIND LEADS? Local Resources

- Local Media: Yellow Pages, Local Newspapers, Billboards, Radio Stations…

- Local Business Resources: Chamber of Commerce, Convention and Visitors Bureau, Local BBB, Relocation

Services, County Courthouse, Direct Mail Houses

- Local Advertisers: Look around…Who is spending money for visibility?

Internet Resources

- SalesGenie, Redbooks, Jigsaw, Equifax

- List Companies: Hoovers, OneSource, egrabber.com

- Free Resources – “You get what you pay for…”

www.selectory.com; www.amarketforce.com/; www.masterconnection.com/eng/utilizing.asp

Social Media Resources

- LinkedIn: Very best place to prospect, research, PROFILE and Network your business.

http://www.linkedin.com/in/billybooe

- Facebook: Not a prospecting site. Great reconnection and personal research site. Pros/Cons for business use

- Twitter: Use Twitter to identify hot prospects and begin a conversation with them.

Identify Hot, Profitable Keywords

Identify People with Needs

Listen to What They are Telling You

Deliver VALUE and Don’t be That Guy (or Gal) shoving business cards into everyone’s hand

Lead basics: WHAT YOU NEED TO KNOW

Know THYSELF

- are you a problem solver or new business hunter? (many are scared of new sales)

- make Lead Generation a scheduled priority, not a get to it later/down-time exercise

- start with potential clients you are passionate about and/or have expertise in

Know THY TARGETS

- your FIRST GOAL is a qualified list of targets NOT a sales $$ goal

- do research, then do more research– learn everything you can about your leads

- customer clone with successful case studies and similar businesses

Know THY TOOLS

- Avoid: post-its, business card stacks, txts to yourself, bar napkins

- Good: type up a list, take notes and schedule calls, repeat

- Better: become an Excel / Outlook ninja

- Best: integrate Customer Relationship Management (CRM) tools

Now let’s talkQUALITY

ANDQUANTITY

Qualifying: WIN BEFORE YOU BEGIN

A Winning PROFILE

- get quality information: spend the time to RESEARCH

- get social: LinkedIn, Facebook etc. are full of great profile information

- get personal: check websites for custom information and timing clues (i.e. anniversaries)

Winning ATTITUDES

- confidence: make sure you and your company can really serve this prospect

- patience: new business takes time, don’t rush or skip steps

- creativity: sometimes a new angle converts a long shot into a qualified lead (i.e. better web store)

Winning RECOMMENDATIONS

- sometimes the most qualified leads sit right next to or play golf with a satisfied customer

- don’t assume, ASK (and reward?) qualified recommendations

- don’t forget to keep your referral network up-to-date on progress

Quantifying: What’s your NUMBER?

Create your goals

- qualified lead goals – you’ll need lots if you’re just starting, few choice leads if you’re established

- know (and schedule) number of hours per week you have for Business Development

- new $$ sales goals – remember to watch your margin

The perfect 10: (a basic rule of thumb)

- 1 qualified lead for every 10 base leads

- 2 new customers for every 10 qualified leads

- 12-20% new business annually is very aggressive

Have a balanced mix on your lead list

- small immediate sales can lead to bigger things

- mirror your present “biggest” customer with an active lead (in case of disaster)

- match locations so you can leverage trips and service expenses

What is the value of your time? (In relation to the time

required to land prospect or close opportunity)

What is the value of your time? (Simple Approach - My numbers are…)

- Based on Annual Sales Revenue Produced in 2010 ($1,200,000 /2080 hours = $576.92/hr)

- Based on Gross Profit Production in 2010: ($532,000/2080 hours = $255.76)

- Based on Commission Paid to me in 2010: ($127.88 per hour)

What is the cost of account acquisition? How much time will it take?

- Research, Travel, Phone Calls, Face to Face appointments…

- Prospecting/Marketing costs to build the relationship…

- Consider all costs, do your homework, be realistic – this is your net cost of acquisition

What is the account really worth?

- Traditional Drop Ship Revenues

- Online Store, Fulfillment, Uniform, Service and Recognition, Incentive, Creative, Direct Mail…

- Identify all of the potential opportunities and be realistic about what you can win…

REAL QUESTION: Does the potential revenue increase vs. the risk of acquisition warrant

investing my time???

Let’s take aREAL-WORLD LOOK

at two potentialsmall opportunities

Opportunity 1: Friend who has upcoming family reunion

Client Need: 100 t-shirts

Client Spend per unit: $5.00 per shirt. GPM is 25% or $125.00

Estimated Personal Time to do research, proposal, enter/manage order: 1 hour x$127.88/Hr = $127.88)

Net Value: $125.00 less 50% commission split = $62.50 - $127.88 = -$65.38

Based on the value of our time, it will cost us $193.26 to place this order

For ratio: $62.50/$127.88 = .4887 (Less than 1.0 is a loss. The smaller the ratio, the greater the loss.)

Opportunity 2: Law Firm

Client Need: 2000 ceramic mugs for upcoming event

Client Spend per unit: $3.65 per mug. GPM is 40% or $2920.00

Estimated Personal Time to do research, proposal, enter/manage order: 3 hours (3 x $127.88 = $383.64)

Net Value: $2920 less 50% commission split = $1460.00 less $383.64 = $1076.00/3 hours = $358.67

Based on the value of our time, we will make almost 3 times our hourly value

For ratio: $1076/$127.88 = 8.41 (Greater than 1.40 indicates profitability. The higher the number, the higher the ROI)

Let’s take aREAL-WORLD LOOK

at two potentiallarge-scale opportunities

Opportunity 1: Large Construction Company with 6 separate business units.

Client Need: Corporate landing page with each unit to have its own site/no inventory

Annual Client Spend per unit: $30,000 or $180,000 annually. GPM is 30% or $54,000

Estimated Costs/Expenses for platform development: $8500.00

Estimated Costs/Expenses for creative: $1500.00

Estimated Personal Time prior to acquisition: 120 hours (120 x $127.88 = $15345.60)

Total Estimated Expenses: $25,345.60 to land account

Net Value: Year One Hourly ROI: ($54,000 - $25345.60 = $28654.40)/2080 Hours = $13.77

For Ratio: $13.77/$127.88 = .1076 (Less than 1.0 is a loss. The smaller the ratio, the greater the loss.)

Opportunity 2: Large Gun Manufacturer looking for new fulfillment model

Client Need: New Online Store and Fulfillment program. Order/Inventory/Distribute branded merchandise as well

as gun parts, kits, literature fulfillment.

Annual Store Revenues: $975,000 less COGS of $510,000 = $465,000 in GP

Estimated Costs/Expenses for platform development: $9500.00

Estimated Costs/Expenses for creative: $2000.00

Estimated Personal Time prior to acquisition: 185 hours (185 x $127.88 = $23,657.80)

Total Estimated Expenses: $35,157.80 to land account

Net Value: Year One Hourly ROI: ($465,000 - $35157.80 = $429,842)/2080 Hours = $206.65

For Ratio: $206.65/$127.88 = 2.62 (Greater than 1.40 is profitable. The larger the ratio, the higher the ROI)

Let’s take aREAL-WORLD LOOK

at prospectingfrom data collection to

pre-acquisition

SOME OF BILLY’S PROSPECTS COLLECTED FROM REDBOOKS.COM

BILLY’S REMINGTON FILE FROM REDBOOK.COMRemington Arms Company, Inc.

Overview

Corporate Address:

870 Remington Dr

Madison, NC 27025-0700

Mailing Address:

PO Box 700

Madison, NC 27025-0700

Phone: (336) 548-8700

Fax: (336) 548-7801

Toll Free: (800) 243-9700

Website URL: www.remington.com

E-Mail

Year Founded: 1816

Number of Employees: 2,550

Business Description: Sporting Firearms, Ammunition,

Traps, Targets & Powder Metal Products Mfr

Approx. Annual Sales: $489,000,000

NAICS Code & Description:

332994 / Small Arms Manufacturing

332992 / Small Arms Ammunition Manufacturing

332995 / Other Ordnance and Accessories Manufacturing

339920 / Sporting and Athletic Goods Manufacturing

SIC Code & Description:

3484 / Small Arms

3482 / Small Arms Ammunition

3489 / Ordnance & Accessories, NEC

3949 / Sporting & Athletic Goods, NEC

Budget Set:

Ad Expenditures: $5,000,000

Media Expenditures:

Bus. Publs.

Catalogs & Directories

Consumer Mags.

Exhibits/Trade Shows

Foreign

Outdoor (Posters, Transit)

Point of Purchase

Premiums, Novelties

Spot T.V.

Corporate: info@remington.com

Key Personnel

Chm Paul A. Miller

Pres & CEO Thomas L. Millner

CFO, Treas & Sec Stephen P. Jackson, Jr.

COO Theodore A. Torbeck

CTO John DeSantis

CIO Jeffrey B. Constantin

Chief Admin Officer Mark A. Little

Chief Restructuring Officer Igor Popov

Pres-Global Sls & Mktg E. Scott Blackwell

Sr VP-Brand Mgmt & Product Dev-Firearms & Ammunition John M. Dwyer, Jr.

VP-Ammunition Sean Dwyer

VP-Sls & Mktg-Firearms Don H. Campbell

Dir-Mktg Commun Al Russo

Dir-Mktg-Ammunition John Chisnall

Dir-Mktg-Firearms John Trull

Mgr-Media Linda Powell

Mgr-Pub Rel Eddie Stevenson

Advertising Agencies

Brothers & Co.

Address: 4860 S Lewis Ave Ste 100, Tulsa, OK, 74105-5171

Phone: (918) 743-8822

Fax: (918) 742-9628

Products Advertised:

Red Books - Full Company Profile for Redbooks.com Subscribers Page 1 of 2

BrandsBRITEBORE

BRUSHMASTER

CBEE22

COMPACT ALLOY

COPPER-LOKT

CORE-LOKT

CORE-LOKT ULTRA

DISINTEGRATOR

DUPLEX

EXPRESS Shotgun

FIELDMASTER Firearms

FIREBALL

GRIT-EDGE

GUN CLUB Target Load

HEVI SHOT Shotshell

IDEAL

INJECT ALLOY

KLEANBORE

LEAD-LOKT

M-27

MAGNATHIN Firearms

MARINE MAGNUM Firearms

NITRO 27 Shotshell

NITRO MAG Ammunition

PEERLESS

POWER PISTON Shotshell

PREMIER Ammunition

RANGEMASTER

RATTLESNAKE Firearms

REM

REM-LITE Shotshell

REM-TECH

REMCLOTH

REMINGTON Firearms, Ammunition, Traps

REMINGTON LAW INFORCEMENT

REMINGTON LEADLESS Firearms

REMINGTON SHOOTING SCHOOL

SENDERO

SHUR SHOT

SLUGGER

SPEEDMASTER

STS Clay Targets

TARGETMASTER Firearms

THE REMINGTON SPORTEMEN'S LIBRARY

THUNDERBOLT

ULTRA-MAG

VICTOR

VIPER Firearms

VORTEX

WINGMASTER Ammunition

YELLOW JACKET Firearms

SCREEN SHOT OF BILLY’S OUTLOOK CONTACT FILE FOR REMINGTON

SCREEN SHOT OF BILLY’S OUTLOOK CONTACT FILE FOR ACTUAL DECISION-MAKER

SCREEN SHOT OF REMINGTON OPPORTUNITY IN CRM

SCREEN SHOT OF CRM ACTIVITY PAGE

SCREEN SHOT OF 4/27 EMAIL FROM CRM ACTIVITY PAGE

The importance of a PERFECT MATCH

What’s your “TYPE”?!!

Matching your company’s strengths

- Channel Strengths? (i.e. pharma, consumer goods, financial services) check for non-competes

- Service Strengths? (i.e. creative, custom products, overseas sourcing, eco)

- Industry Strengths? (Best-in-class RFP, web stores, inventory programs, service awards)

Matching YOUR strengths

- Develop “hooks” (content marketing, “free” ideas, gift certificates to try an online store)

- Prioritize – better to spend quality time on a few leads than a shotgun approach

- DON’T BE TYPICAL! Stand out and lead with why you’re TRULY different (Chicken Story)

Evaluate existing “BAD” relationships too…

- “Vampire” accounts that drain resources and energy for new business (1 wooden stake, please)

- Set an expiration date for leads that absolutely will not respond

- Evaluate your margins, see what accounts REALLY mean to your bottom line

Let’s look at someQUESTIONABLE

MATCHES

Marketing toNEW LEADS

What’s your “Message”?

Cold-calling, referrals and up-selling

- Learn about your prospect’s company, calendar and corporate initiatives

- Leave a voice mail that SETS THE TABLE, and reference it as you follow through

- Ask friends, customers, associates for referrals and points of connections

- Keep track of your activities (CRM tools) and invest in BIZ DEV every day

The Anatomy of a DOOR BUSTER

- Right Target + the Right Message + the Right Item= ENGAGEMENT!

- E-mail + Snail Mail + Voice Mail + Social = RESPONSE!

- Get Creative and GET HELP: why you may need an EXPERT

- Remember to GET PERSONAL

Are you ready for your CLOSE UP?

- Make your First Meeting Count: prove why you’re NOT TYPICAL

- Find the pain and talk about THAT: no one cares how LONG you’ve been in business

- Keep things neat and professional: DON’T BRING THE KITCHEN SINK

BILLY’S TOP 10 LEAD TAKEAWAYS…

NUMBER 1: Work on the prospect pipeline everyday!!!

NUMBER 2: Build resources to obtain prospect data

NUMBER 3: Know Thyself, Thy Targets, Thy Tools

NUMBER 4: RESEARCH…RESEARCH…RESEARCH

NUMBER 5: Win before you begin (Winning Profile, Attitude, Recommendations)

NUMBER 6: Quantifying: What’s your NUMBER?

NUMBER 7: Know the value of your time

NUMBER 8: Qualifying: Understand acquisition costs

NUMBER 9: Do the math – Is the risk/reward worth my time?

NUMBER 10: Is this a good match? If so, make your first meeting count

SPIN THE WHEEL GAME SLIDE

http://bisigimpact.com/cupid/cupid.html

William M. Booe, M.A.S.

Bluegrass Promotional Marketing

Vice President of Business Development

Toll Free: 800-520-2583, Ext 1220

billy.booe@bluegrassltd.com

www.linkedin.com/in/billybooe

Bluegrass Promotional Marketing

13325 South Point Blvd., Suite 100

Charlotte, NC 28273

www.bluegrassistheanswer.com

www.bluegrassltd.com