Download - Get the Trash Out of your Funnel
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Get the Trash Out of Your Funnel
October 9, 2012
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Welcome!
I’m Joanne Black
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I’m Here
In San Francisco
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The Book On Referral Selling
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How Are Your Customers Doing?
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Business Challenges
1. Reaching the decision maker
2. Converting prospects to clients
3. Budgets cut
4. Getting qualified leads
5. Making time to follow-up
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Discuss Today
• Why the shape of your funnel matters
• The damage when your funnel is clogged
• Get the “right” people in your funnel• How to create real velocity in your
sales funnel• Identify your Ideal Clients and fire
the others
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You Will…• Increase your conversion rate• Have the best people in your pipeline• Shorten time moving prospects to
clients• Work with only qualified leads• Calendar 3 meetings in 7 days
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Joanne’s Points of View
Contrary to popular belief
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The Traditional Sales Funnel
Too many unqualified leads
…clog up the funnel£
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Consider…
If leads are “unqualified”, are they really leads?
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Typical Demand Generation
• Companies that promise to deliver “qualified leads” to your inbox
• Companies that sell you lists• Website visitors• Social media• Downloads• Blogs
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Qualified?
Research makes it ok?
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They May Just Be
• Curious• Expanding their knowledge• Researching a competitor• Sending a link
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“Lead” Sorters
A, B, C• Prioritize• What work on• What put aside
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More Sorters
• Suspects• Prospects• Clients• Dead
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Looks Like…
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Joanne’s Point of View
Generating Qualified leads is the most important step in your sales process
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Why Qualify?
Ensure Prospects • Match your capabilities• Are willing to talk to you• Value your services• Don’t waste your time
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Who Qualifies?
• You?• Marketing?
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The Role of Marketing
– Advertising– Conferences– Email campaigns– Website presence– Direct mail– Marketing automation
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The Role of Sales
Getting in front of the “right” people
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But You Might Say…
– Prepare for the meeting– Craft questions to ask– Overcome objections– Uncover the real issue– Decide team roles– Propose– Present– Close– Follow-Up
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If You Don’t Get to The Right People
Nothing else matters…
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Joanne’s Point of View
Generating Qualified leads is the most important step in your sales process
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Typical Qualifying Criteria
• Industry• Geography• Business Unit/Function• Company Size
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Other Typical Qualifying Criteria
• Budget• Authority• Need• Timeframe
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Begin the Qualification Process
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Two More Criteria
• Kind of person• Business situation or need
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Who is Your Ideal Client?
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Who Is Your Ideal Client?
• Collaborative• Listens• Values our work• Respects deadlines & deliverables• Keeps promises• Sense of humor• Open to new ideas• Budget authority
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Is This Ideal?
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Ideal Client
Who is the opposite of our Ideal Client?
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What You Don’t Want
A PITA client!
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Fire the PITA
Wears us out
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Fire the PITA
Frustrates us
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Fire the PITA
Makes us angry
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A PITA Client
• Drains our energy• Wastes our time• Uses too many resources• Is never satisfied• Never refers us• We don’t make money
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Your Criteria
Select your specific criteria
Criteria
#1
100%
50
0
sam
ple
YOUR CHECKLIST
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Your Criteria
• If they don’t match your criteria, you have a PITA on your hands
• Fire the PITA now
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You Know Who They Are
PITA clients are an opportunity
COST
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You Know Who They Are
PITA clients are an opportunity
LOST
to work with our Ideal Clients
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Fire the PITA
Say NO! Don’t create an opportunity cost for your business.
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Statistics From a Sales VP
10 percent improvement in conversion rates in the beginning of the qualification process can result in…
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This Result
A 40 percent increase in sales productivity
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The Big Question
How do we increase our conversion rate?
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The Answer?
Turn the funnel upside down?
…this won’t work.
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The Answer
Get only qualified leads in your sales funnel
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The New Funnel
Get more qualified leads…
…and increase velocity through the funnel.
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How Do You Get Qualified Leads?
Through referrals
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Referred Prospects
You receive an introduction!
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Why Referrals Work
• Pre-sold • Credibility and trust• Sales time shortens• Competition goes away• Time with clients increases• No “hard” costs
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Why Referrals Work
What percent of the time do you get a new client?30%
50%
70%
90%
100%
0102030405060708090
100
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You Need a Targeted Strategy
• Written referral sales plan• Weekly written referral goals• Methods to track and measure
referrals• Accountability for results
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Do You Have a Targeted Strategy?
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What is Your Answer?
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Targeted Referral Strategy
It’s
COMMON SENSE
But it’s not
COMMON PRACTICE
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It’s About Velocity
Qualified referrals will move quickly through the funnel
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It’s Not
The number of leads in your funnel
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It Is
The number you get through that counts
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It Gets Better
Your new, faster-moving sales energy
…will generate more qualified leads through referrals.
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No More Smoke and Mirrors
• Is the trash out of your funnel?• Are you ready to schedule your 3
meetings in the next 7 days?