the consultants guide to lead generation
DESCRIPTION
TRANSCRIPT
1
©2011 M
BO
Part
ners
Inc.
THE CONSULTANT’S GUIDE
TO LEAD GENERATION
THREE STEPS TO SECURING NEW LEADS
2
©2011 M
BO
Part
ners
Inc.
MODERATOR
STEVE ARHANCET
Director of Consultant Services
3
©2011 M
BO
Part
ners
Inc.
4
©2011 M
BO
Part
ners
Inc.
ABOUT SPEAKER
Bret Smith
• Founder, Managing Principal
at High-Impact-Prospecting
• 25 years experience in sales,
marketing and business
development
• Content contributor and
blogger
• Solo practice owner, MBO
Associate
5
©2011 M
BO
Part
ners
Inc.
• The biggest challenge facing
solo practice owners is
securing the next big project.
• Do you wish your little black
book was filled with names of
promising new clients?
• Are you searching for new
revenue sources, outside of
your existing network?
INTRODUCTION
6
©2011 M
BO
Part
ners
Inc.
1. How to RESEARCH a target audience
2. How to ACQUIRE contact information
3. How to COMMUNICATE with targeted messages
TODAY’S KEY TAKEAWAYS
7
©2011 M
BO
Part
ners
Inc.
RESEARCH
8
©2011 M
BO
Part
ners
Inc.
• LOCAL
• Business publications
• Filings for incorporation
• Trade organizations
HOW TO RESEARCH A TARGET AUDIENCE
RESEARCH
• NON-LOCAL
• Web-based resources
• Business-to-business
social media
9
©2011 M
BO
Part
ners
Inc.
Two Ways to Contact:
1. Via phone or email
2. Via social media for business
HOW TO RESEARCH A TARGET AUDIENCE
RESEARCH
EMAIL AND VOICE
Zoom Information
Data.com
Hoover’s
BUSINESS SOCIAL MEDIA
Industry Websites
Manta
Plaxo
Merchant Circle
10
©2011 M
BO
Part
ners
Inc.
ACQUIRE
11
©2011 M
BO
Part
ners
Inc.
HOW TO ACQUIRE CONTACT INFORMATION
ACQUIRE
EMAIL AND VOICE
Data.com
Lead411
Zoom Information
Hoover’s
Netprospex
BUSINESS SOCIAL MEDIA
Manta
Merchant Circle
12
©2011 M
BO
Part
ners
Inc.
• Print media, direct mail, radio and TV not cost efficient for
professional B2B services promotion
• Extending your expertise via social media and the web much more
effective.
• Communication via email and voice is TARGETED…push rather
than pull.
WHY IS EMAIL & VOICE BEST?
ACQUIRE
13
©2011 M
BO
Part
ners
Inc.
COMMUNICATE
14
©2011 M
BO
Part
ners
Inc.
• EMAIL - personalized email as a prospecting tool integrated with
voice prospecting to inform and educate sales prospects.
• VOICE - as a means to “cement” the process and close for next
level of interest, and to increase overall outcomes.
• APPEAL - informed peer-level appeals targeted towards prospects’
areas of responsibility/interest.
• MESSAGE - Meaningful messaging in email and voice
• FOLLOW-UP - Persistent follow-up and engagement with the
prospect
KEY ASPECTS OF THE H-I-P METHODOLOGY
COMMUNICATE
15
©2011 M
BO
Part
ners
Inc.
• Contacting prospects ENOUGH times, in the right context and in
the right rhythm, increases the “prospect engagement rate” by as
much as 100% - i.e., doubles your potential opps
• Converged email, voice and social media communication keeps
you in front of prospects for a longer period, and the consistent
thread of communications helps them remember who you are and
WHAT YOU WANT TO DISCUSS – via “meaningful messaging”.
• This process of persistent engagement in alignment with widely-
held industry beliefs as to the most efficacious number & manner
of TOUCHPOINTS needed to achieve response.
WHY H-I-P WORKS
COMMUNICATE
16
©2011 M
BO
Part
ners
Inc.
THE TOUCH POINT PROCESS
COMMUNICATE
#1
#2
#3
Send email Make phone call
#4
#5 #6
17
©2011 M
BO
Part
ners
Inc.
• Follows the format of an Executive Summary using
bullet points to hit key points, pertinent to the
position/individual and the organization, includes:
Respectful tone
Thoughtful subject line (this can make a big
difference)
Opening and closing thank you
A “presumptive” statement about Autotask
Mention of companies in their space who you currently
work with (optional)
A fairly descriptive, bulleted list of benefits, not
features
Initial call to action
TOUCH POINT #1: EMAIL
COMMUNICATE
#1
18
©2011 M
BO
Part
ners
Inc.
TOUCH POINT #1: SAMPLE
COMMUNICATE
19
©2011 M
BO
Part
ners
Inc.
TOUCH POINT #1: ANALYSIS
COMMUNICATE
20
©2011 M
BO
Part
ners
Inc.
TOUCH POINT #1: ANALYSIS
COMMUNICATE
21
©2011 M
BO
Part
ners
Inc.
TOUCH POINT #1: ANALYSIS
COMMUNICATE
22
©2011 M
BO
Part
ners
Inc.
• Shorter and more concise
• Timing: 3 business days after #1 if no initial response
• The subject line and body of the message is a call to
action for a specific discussion time by phone, or
permission to provide collateral
• Contains succinct bullets stating benefits, not features
TOUCH POINT #2: EMAIL
COMMUNICATE
#2
23
©2011 M
BO
Part
ners
Inc.
• If contact is made via voice mail:
• Leave a recording that is engaging, professional and
consultative in tone
• Speak for 30-60 seconds
• Provide a specific value proposition
• Reference collateral you will send via email
• Give a call to action (meeting request, etc.)
• Provide your contact information
• If first four touch points do not engage the prospect:
• Continue through #6 at 3 business-day intervals
• If no response, do not contact for at least 90 days
TOUCH POINT #3 & #4- PHONE CALL & EMAIL
COMMUNICATE
#3
#4
24
©2011 M
BO
Part
ners
Inc.
TOUCH POINT #3: THE VOICEMAIL
COMMUNICATE
“Good afternoon, Ken.” “My name is John Johnson with Autotask Corporation.” “Ken, I’m leaving this voice mail for you in follow-up to my email a few days ago in which I invited you to further explore with me Autotask’s all-in-one web-based software solution which helps you sell, implement, deliver and bill your services more efficiently, and more profitably. “If you recall, our fully-hosted solutions provides you with a service desk, contact management, outsourcing, contract administration, time tracking, billing, reporting and business analytics -- all running off the same database and accessible from a single screen.” “The next step you and I can take together on this, Ken, is a web-based demonstration.” “Should your schedule permit later this week, I’d like to make arrangements. Can you call me back at your earliest convenience?” “You can reach me directly at xxx.xxx.xxxx, or via email at [email protected] .” “Thanks for your time, and I look forward to hearing from you, Ken.”
25
©2011 M
BO
Part
ners
Inc.
TOUCH POINT #3: THE VOICEMAIL
COMMUNICATE
Address prospect in the
familiar
“Good afternoon, Ken.”
State full name and
company
“My name is John Johnson with Autotask
Corporation.”
Use prospect’s name a 2nd
time, refer to prior email
“Ken, I’m leaving this voice mail for you in follow-
up to my email a few days ago in which I invited
you to further explore with me Autotask’s all-in-
one web-based software solution to helps you sell,
implement, deliver and bill your services more
efficiently, and more profitably.”
Make a brief, emphatic, and
meaningful statement of
uses/benefits
“If you recall, our fully-hosted solutions provides
you with a service desk, contact management,
outsourcing, contract administration, time tracking,
billing, reporting and business analytics -- all
running off the same database and accessible
from a single screen.”
26
©2011 M
BO
Part
ners
Inc.
TOUCH POINT #3: THE VOICEMAIL
COMMUNICATE
Suggested specific next
step
“The next step you and I can take together on
this, Ken, is a web-based demonstration.”
Call to action with specific
time frame
“Should your schedule permit later this week, I’d
like to make arrangements. Can you call me back
at your earliest convenience?”
Leave phone number AND
email address
You can reach me directly at xxx.xxx.xxxx, or via
email at [email protected].”
2nd Thank You, 3rd use of
prospect’s name and an
optimistic…not
insistent…closing
“Thanks for your time, and I look forward to
hearing from you, Ken.”
27
©2011 M
BO
Part
ners
Inc.
1. How to RESEARCH a target audience
2. How to ACQUIRE contact information
3. How to COMMUNICATE with targeted messages
QUESTIONS?
CONCLUSION
28
©2011 M
BO
Part
ners
Inc.
• High-Impact-Prospecting, LLC
• www.high-impact-prospecting.com
• 90 State Street, Suite 700 Albany, NY 12207
• 1-518-591-4665
CONTACT BRET SMITH
29
©2011 M
BO
Part
ners
Inc.
THANK YOU
www.mbopartners.com
http://www.mbopartners.com/blog
https://www.facebook.com/mbopartners