var sales lead generation
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Best Practices in Channel Lead generation and prospect developmentTRANSCRIPT
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Eff ective VAR Sales Lead Generation Estab l ish ing Eff ect ive Communicat ions
between Manufacturer, D istr ibutor and VAR Key E lements to Sa les Lead Generat ion for
channels Launch ing the Eff ort – Making the Ca l ls Ut i l i z ing a Mult i -Touch Approach Event Opt imizat ion Nurtur ing the Prospect
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Establishing Eff ective Communications between
Manufacturer, Distributor and VAR Pre-Launch: Set communication
protocol Simultaneous communication
with POC from Manufacturer, Distributor and VAR group to explain program goals and processes Consistent, ongoing
presentation and discussion of results at scheduled t imes Pro-active, non-scheduled
discussions with al l parties to alert/resolve issues immediately
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Key Elements to VAR Sales Lead Generation
Examine Qual ifi ers – What qua l ifi es them as a
prospect – ga in agreement f rom a l l part ies Understand the Target Dec is ion Maker
What prob lems do they have – Can you so lve?
What mot ivates them to act? Bu i ld the Target Database – Idea l
Customer Ana lyze where/why VAR has been
successfu l Populate database with organizat ions
that mirror prospect profi le
Add i t iona l data may come f rom Manufacturer, D istr ibutor or VAR
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Launching the Eff ort – Making the Calls
Prepare Yourself – This eff ort wi l l take mult iple
Cal ls – Contacts – Dedicated Time
Know what the target company does and how
you have helped others in s imi lar business areas
Cal l at the highest level – above your real target
You are looking for a referral
Secure as many qual ifi ers as possible
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Building /Implementing a Multimedia Approach to VAR Sales
Lead Generation VAR Sa les Lead Generat ion programs run usua l l y
run fo r a m in imum o f four months
P repare co l l a te ra l re levant to so lu t ion “2 -sheete r ” so f t copy pdf ’ s Wh i te papers Case S tud ies
P lan to touch a l l p rospec ts dur ing the campa ign –
i dent i f y those that w i l l need to be nur tu red even a f te r the program ends
A t p rogram conc lus ion these leads w i l l be re tu rned
t o the appropr ia te manager and fl agged as p ipe l ine l eads that need cons i s tent contac t
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Event Opt imizat ion requ i res in tense phone ac t i v i t y cente red a round a shor t dead l ine
Events – such as Trade Shows , Seminars , Web inars ,
Con fe rences , B reak fas t / Lunch gather ings – ta rget spec ifi c persons in a geograph ic reg ion on beha l f o f the VAR
P roven processes Ca l l and speak to p rospec t , o r l eave
message , send ema i l and co l l a te ra l
Send ema i l i nv i ta t ion – reg i s te r p rospec t 48 Hrs . be fo re event ca l l / ema i l reminder to
p rospec t 48 h rs . a f te r event ca l l p rospec t to d i scuss
event and next s teps
VAR Sales Lead Generation
Event Optimization
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Distinctly diff erent from appointment
setting – Goal is consistent “touch” over
longer t imeframe to stay in front of prospect who has init iatives further out in the year
Bui ld a plan to touch prospect no less than seven t imes during the nurturing period
Provide: White papers, Case Studies, Press Releases, Industry Articles
Move prospect to meeting at or around specifi ed t imeframe
VAR Sales Lead GenerationNurturing
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Ana lyze Resu l ts
Where are you gett ing t ract ion?
I s the message resonat ing?
To what are people responding?
Are the qua l ifi ers correct?
Ad just /modi fy focus – rea l ign database
Cont inue to Prospect – You wi l l fi nd qua l ifi ed
prospects and set meet ings with Dec is ion Makers
VAR Sales Lead Generation Analytics
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SALESSSAL
VAR SALES LEAD GENERATION
Intel iTarget builds VAR (Channel) Sales Lead Generation programs for cl ients in a wide variety of sell ing environments
The Intel iTarget team supports Fortune 500, Mid-size, e-Business, and Start-up organizations
For more information about how Intel iTarget can help you build a successful Sales Lead generation to optimize performance for your channel cl ick below
http:/ / Intel iTarget.com/services/sales-lead-generation.html
Providing Sales Lead Generation Services since 1996