iarc marketing and sales
TRANSCRIPT
IARC Sales & Marketing
Observations
Defining S & M
Inside / Outside Sales
Selling IARC
Our Resources
Improving from Inside
Setting Goals
The Message
2-way vs. 1-way
Learning what clients want
Aligning product
Pricing
Promoting
What is Marketing?
How are Sales Different?
Use Message to start conversation
Focused on converting leads
More 1-way, persuasive
Personalized to 1 client/group at a time
Balancing S & M
Sales: Inside vs. Outside
Inside = Remote
Appts/quotes
Follow up
Convert leads>sales
Stepping stone
Outside = Field
Create leads
Warm up leads
Network
Provide visibility
Warm or Cold Inside?
Inside inbound receive inquries generated by marketing/field
Inside warm outbound call existing leads
Inside retention call existing clients to retain business/upsell
Inside cold/outbound call new contacts to initiate a relationship *
FertilityHelpers
Intended Parents
IARC: Selling Our Service
IARC
Service: complex, high-cost, high-valueRemember, key to marketing a service is the service itself!
Dual Sales FocusProducts and Clients
Our Resources
FINANCIAL
Tunheim budget
Savings from cancelled online lead services
HUMAN
Marketing
NLK, AAH, CAL, KLP, ACC, KAS
Sales Force
NLK, BL, CAL, AAH, CAS, KAS
Competition Analysis
DER, KAS, SHS
Sales Personalities
Outside Sales
Extroverted
Energetic
Like variety
Inside Sales
Introverted
Like predictability
Detail-oriented
Improving From the Inside
Head
Balance
Focus
Post-sale service
The Lake Wobegon Effect
What Do We Want from S & M?
Measurable
Stated time frame for achievement
Focused (if multiple goals, make sure complementary)
Supported
Strategy
Budget
Actions
Controls
Stats from S & M Test Period
5 weeks
Event Management
bare minimum
quickly done
no strategy time
authority
+27 hrs event attendance
Ambre's 200 hoursColumn 3
Programs150
S & M23.03
French / PIP18.23
IT8.04
Fun3.16