Sales Lead Dynamics

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Don’t Sell Your Services. Sell Your Results.

Sales Lead Dynamics

In two short sentences, Revson conveyed an essential marketing lesson. “In the factory we make cosmetics. In the drugstore we sell hope.”. Charles H. Revson, Founder of Revlon. Perfume is simply smelly (well, ok, pleasantly fragrant) water. But Revson imbued it with almost mystical powers. It could change your life. Don’t sell the features. Sell the benefits. Sell results. Right?

CPA 54

To Get More Referrals, Paint a Picture

Sales Lead Dynamics

also needs to educate referral sources about what happens when management teams are in conflict: projects stall, sales slump, market share declines, costs skyrocket etc. If you position yourself as a generalist offering a variety of services to a variety of markets, you’ll get few, if any, referrals. But it chooses to emphasize a market segment: expatriates. They respect you.

CPA 49

What’s Your Prospecting Plan? – Part I

Sales Lead Dynamics

Your niche drives EVERYTHING: Your target market, your message, your marketing, your referral sources, your networking, your prospecting. Prospecting – present participle of pros·pect (Verb). Search for mineral deposits in a place, esp. by means of experimental drilling and excavation. We’re all looking for business. Most of us network.  Some of us write. Some use the Internet.

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Find Your Business Development Comfort Zone.

Sales Lead Dynamics

What’s Your Market? Start by defining your target market. Here is a chart showing how, depending on your market, you might allocate your business development activities. Target   Market. OK, now you know how to reach your market your way.  Do you want to reach companies or small businesses? He’s also trying to set up a webinar and podcast series. Corporate. Small.

The B2B Marketer's Field Guide To Customer Engagement

Leverage customer engagement and advocacy to drive brand, demand and profitable growth

Do You Have a Brand?

Sales Lead Dynamics

brand is what your market expects you to deliver. Brand Strength – How the market perceives you. You need a well defined target market and a well defined set of services. Your marketing and networking efforts will be all over the place. The needs of the market, where companies are willing to pay for services. That’s outbound marketing. It’s your reputation.

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For Effective Prospecting, Use a Scorecard.

Sales Lead Dynamics

Your networking/prospecting/marketing activities create the meetings that create the pipeline. When you’re looking for new business, keep score. Otherwise, you won’t know whether you’re doing the right things. Most of us have sales goals and some form of a “sales pipeline” to track closed deals, proposals and key prospects. But that is only part of the process. You need more. Meetings.  .

For Effective Prospecting, Use a Scorecard.

Sales Lead Dynamics

Your networking/prospecting/marketing activities create the meetings that create the pipeline. When you’re looking for new business, keep score. Otherwise, you won’t know whether you’re doing the right things. Most of us have sales goals and some form of a “sales pipeline” to track closed deals, proposals and key prospects. But that is only part of the process. You need more. Meetings.  .

Networking is a Two Way Street

Sales Lead Dynamics

“Networking isn’t selling, marketing, or cold calling. It’s the development and maintenance of mutually valuable relationships. Don’t mix these things up.”. Scott Ginsberg , author of “Hello, My Name is Scott”. It’s not all about you. We network for one reason: to find more business. It’s tempting to focus exclusively on getting something. We often forget about giving something.  .

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. Marketers need to take the. content.

Use Trigger Events to Get Your Foot in the Door

Sales Lead Dynamics

Marketing – New branding, New products, PR Campaign. Marketing & Sales. New markets. This is a quiz. Whose call is Tom (Chief Information Officer at Fortune 1000 company) more likely to return: Harry’s or Mary’s?   “Hi, Tom. This is Harry Jones. I’m an organizational development consultant. Please call me at 123-456-7890”. Let’s talk to see if there is a fit. Thanks’.

Prospecting: Do What Comes Naturally.

Sales Lead Dynamics

One of the worst marketing mistakes you can make as an independent professional is to create a marketing plan that consists of activities you don’t enjoy and aren’t good at. ……………….If CJ cites examples of clients and colleagues who disliked certain marketing activities but really liked others: Hates to Call/Loves to Write. If you hate cold calling, don’t do it.

Your Business Has Changed. Adapt To The New World

Sales Lead Dynamics

If prospects and referral sources don’t understand what you offer, the rest of your marketing efforts are wasted. It’s 2006. Your R & R (Repeat & Referral) business is flowing in. You’ve got more work than you can handle. Life is good. Fast forward to 2009. Your clients are gone. Your sales pipeline is empty. Your competitors are everywhere. Life is, well, not so good. Now it’s 2011.

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Use “Trigger Events” to Get More Business

Sales Lead Dynamics

And that triggers an opportunity for outside professionals. A new CEO needs a new strategy. A new CMO needs a new marketing campaign. A new product needs a launch plan. They fall into these categories: Marketing & Sales : New products, new markets, new branding, new (or lost) customers etc. What’s a “trigger event?”. Don’t worry. You don’t need a gun. Nobody shoots.

Do You Have a Brand?

Sales Lead Dynamics

Expertise – Your Services, Your Target Market, and the Problems You Solve. Get very specific: new product launches, marketing strategy, branding etc. Don’t just say you’re a marketing consultant. Next, what is the market you serve? Something like – “I help Fortune 500 companies launch new beverages in international markets.”. Market Awareness. Products.

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. Marketers need to take the. content.

Queen of her Niche

Sales Lead Dynamics

” After a career in sales and marketing, including senior positions at two Fortune 100 companies, Lynne had two goals: to be her own boss and to help women. Marketing Lessons from Lynne. Lynne Smith personifies the term “perpetual motion” She has a breathtaking array of business development activities. She networks. She writes. She speaks. She coaches. brand.

What’s the Best Way to Get New Business?

Sales Lead Dynamics

They were followed by marketing services (PR, design, advertising etc) at 35%, Next came financial professionals (investment, insurance, real estate etc.) at 32%. Marketers, coaches and executive recruiters seem to be especially good at this. Larger firms have the resources for internet marketing programs. This is a quiz. Networking like crazy. Cultivating their clients.

What’s the Best Way to Get New Business?

Sales Lead Dynamics

They were followed by marketing services (PR, design, advertising etc) at 35%, Next came financial professionals (investment, insurance, real estate etc.) at 32%. Marketers, coaches and executive recruiters seem to be especially good at this. Larger firms have the resources for internet marketing programs. This is a quiz. Networking like crazy. Cultivating their clients.

To Reach Your Sales Goals, Take Baby Steps

Sales Lead Dynamics

You followed my advice in For Effective Prospecting, Use a Scorecard and set detailed sales, networking, and marketing goals. You’ve got big plans for 2012.This is supposed to be your break-out year. What a year.  To make your goals you need: 150 face-to-face meetings, 500 phone discussions, and 150 networking events. How are you going do all of this and still serve your clients? Yikes!

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B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. Marketers need to take the. content.

Triumph of the Niche-Meister: A True Story

Sales Lead Dynamics

Readers of this blog know that I preach incessantly about niches, positioning, content marketing, referral networks, nurturing programs yada, yada, yada…. It’s sales and marketing efforts are very focused and efficient.   A Clear and Consistent Message.  It’s relatively easy to understand what Prime Genesis does. And the results are measurable.   The Content Marketing King.

Tantalize Your Prospects with Intriguing Messages

Sales Lead Dynamics

While I can’t promise you the exact same results, I can assure you that it will be worth your time.’. “If you’d like to find out how (big, well-known company in related industry) have utilized similar ideas to gain significant market share, you can reach me at …”.   As Jill and Kelley point out, your goal is to whet the prospect’s appetite with a nugget of “must have” information.

Publish or Perish. Become a Thought Leader.or Else

Sales Lead Dynamics

marketing your expertise via writing and speaking) is probably the best way to find new clients. But it’s not just a great marketing tool. The traditional approach to marketing professional services is “push:” advertising, tele-marketing, direct mail, trade shows.  Hayden in “ Why You Must make Publishing Part of your Marketing Plan ”. Thought leadership” (a.k.a.

Reach Prospects Via The Back Door, Not The Front.

Sales Lead Dynamics

These professionals: Know the market and are well connected at many companies. Harry (not his real name) is an organizational development consultant I spoke to recently. He helps CIO’s (Chief Information Officers) complete IT projects faster by training employees to work together more effectively. Harry is an expert. He’s written two books. He has a valuable service. It’s called a referral.

The Rise of the Customer Marketer

Explore the changes taking place in customer marketing from the perspective of customer marketers themselves

The Three Keys to Successful Networking = Niche + Venue + Follow Up

Sales Lead Dynamics

What market do you serve (industry, company size etc)? What services do you offer that market? If other lawyers are his best referral sources, then Fred should focus most of his networking efforts in that market. Fred (not his real name) is a lawyer I met recently. Fred needs to bring in business for his new firm. He’s networking like crazy. He is wasting his time. Bingo!

The Phone Has Stopped Ringing. Now What?

Sales Lead Dynamics

They have no target market. Once you’ve defined your niche (What and To Whom aka Expertise + Target Market), you need a message and a plan. You cannot effectively market your services without one. Problem/Opportunity: Unproductive Sales Team, New Market. Project Category: Strategic Plan, Marketing Plan, Process Improvement. The need to expand into a new market.

Avoid the B-Word (Budget)

Sales Lead Dynamics

social media consultant contacted Jill about expanding her marketing effort. Your initial phone call with Ms. Prospect is going well. She has a problem. You’ve convinced her that you can solve it. Now it’s time to see if she is really serious. You ask “What is your budget for this?”. Silence……… Then she says “I don’t have one.”. Prospect is flummoxed. So are you. She’s annoyed.

BANT 11

How-to Measure the Student’s Achievement

Sales Lead Dynamics

Affiliate Marketing Online Several firms that are online have affiliate programs. You’ll find 1000s of other internet programs on the market, along with Amazon’s system. By Quinn –> –> There are many quick and easy methods to create some extra cash online. This short article provides you with a few ideas. Studies By using studies one of the greatest methods to make some more money online is. It is straightforward and free to sign-up as well as the more surveys you get and rewards you’ll get. It only has a tiny expenditure of energy. Blog about this!

A Blueprint for Content Marketing Success

84% of marketers plan to increase their content marketing spend over the next 5 years but less than half have any real confidence such content investments are paying off, based on a recent CEB survey

How to Meet Your Ideal Prospect

Sales Lead Dynamics

You know something about their companies, their markets, and their problems. Your immediate target market not is the exec who ultimately buys your services. Your real target market is the professional who can refer you to the exec. For instance, an IT consultant who calls on business owners may not have much credibility if he refers a marketing consultant.

CPA 2

How to Meet Your Ideal Prospect

Sales Lead Dynamics

You know something about their companies, their markets, and their problems. Your immediate target market not is the exec who ultimately buys your services. Your real target market is the professional who can refer you to the exec. For instance, an IT consultant who calls on business owners may not have much credibility if he refers a marketing consultant.

CPA 2

Don’t Sell Your Services. Sell Your Results.

Sales Lead Dynamics

In two short sentences, Revson conveyed an essential marketing lesson. “In the factory we make cosmetics. In the drugstore we sell hope.”. Charles H. Revson, Founder of Revlon. Perfume is simply smelly (well, ok, pleasantly fragrant) water. But Revson imbued it with almost mystical powers. It could change your life. Don’t sell the features. Sell the benefits. Sell results. Right?

CPA 2

Use “Trigger Events” to Get More Business

Sales Lead Dynamics

And that triggers an opportunity for outside professionals. A new CEO needs a new strategy. A new CMO needs a new marketing campaign. A new product needs a launch plan. They fall into these categories: Marketing & Sales : New products, new markets, new branding, new (or lost) customers etc. What’s a “trigger event?”. Don’t worry. You don’t need a gun. Nobody shoots.

Six Key Steps to Successful Marketing Automation Adoption

Selecting a Marketing Automation platform can be a daunting task. With so many options out there, your success with Marketing Automation depends on selecting the platform that best fits your needs

How to Find Your Niche

Sales Lead Dynamics

Client’s Target Market  (business owners, affluent individuals etc). Geographic Market (within a city, within the US, worldwide, etc.). All of these professionals can and do serve other markets and provide other services. Demographics: Industry, Company Size, Client Title, Geographic Market, Company Market etc. why you need a niche. Here’s how to get started.

CPA 2

Why You Need a Niche!

Sales Lead Dynamics

Jack is a marketing consultant. His clients have been Fortune 500 companies, middle market companies, and even a few start-ups. His projects have been strategic plans, new product introductions, branding strategies, market analyses, pricing studies, and many more. Service Offering + Target Market + Problem/Situation. Jack enjoys his work. He likes the variety. It’s fun.

Why You Need a Niche!

Sales Lead Dynamics

Jack is a marketing consultant. His clients have been Fortune 500 companies, middle market companies, and even a few start-ups. His projects have been strategic plans, new product introductions, branding strategies, market analyses, pricing studies, and many more. Service Offering + Target Market + Problem/Situation. Jack enjoys his work. He likes the variety. It’s fun.

Are You Pushing Your Prospects’ Hot Buttons?

Sales Lead Dynamics

Marketing. Your prospects may be business owners, corporate executives, or individuals.  It doesn’t matter. They all have four hot buttons: More M oney. More T ime. Less R isk. Better L ife. Call it “MTRL”. To get their business, you‘ve got push one or more of these hot buttons. Don’t just explain your services. Describe your results and how they achieve M,T,R, or L. Aligning teams”. Money.

CPA 2

Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful