proactive prospecting working session strategy - 60 min prospectin… · 19-10-2005 · © 2019...
TRANSCRIPT
© 2019 Mirren Business Development 1© 2018 Mirren Business Development
Proactive Prospecting
StrategyWorking Session
Organic Growth & New Business Training Specialists
© 2019 Mirren Business Development 2© 2018 Mirren Business Development
Proactive Prospecting
Strategy
Address Best Practices to Open Doors and Convert New Prospects
Organic Growth & New Business Training Specialists
© 2019 Mirren Business Development 3
Proactive Prospecting Provides Huge Opportunity
© 2019 Mirren Business Development 4
You Can Take More Control
© 2019 Mirren Business Development 5
You Can Take More Control
You’re Not Directly Competing Against Other Agencies in a Messed up RFP
© 2019 Mirren Business Development 6
You Can Take More Control
You’re Not Directly Competing Against Other Agencies in a Messed up RFP
The Prospect Isn’t Under the Microscope of an RFP, Feeling Watched by All Their Peers(To Be Sure the Right Decision Is Made)
© 2019 Mirren Business Development 7
There Are Ways to Scalethe Entire Prospecting Process
© 2019 Mirren Business Development 8
There Are Ways to Scalethe Entire Prospecting Process
With a Competitive Review/RFP,You Do a Ton of Work and Get One Shot
© 2019 Mirren Business Development 9
There Are Ways to Scalethe Entire Prospecting Process
With a Competitive Review/RFP,You Do a Ton of Work and Get One Shot
Often, All the IP Then Gets Tossed
© 2019 Mirren Business Development 10
Some of the Biggest Challenges We SeeWith Proactive Prospecting
© 2019 Mirren Business Development 11
“Everyone Is Responsible”
© 2019 Mirren Business Development 12
“Everyone Is Responsible”
Someone Selected to Do Prospecting
© 2019 Mirren Business Development 13
“Everyone Is Responsible”
Someone Selected to Do Prospecting
Often Unqualified for Prospecting(“They’re Available” or “All We Have”)
© 2019 Mirren Business Development 14
“Everyone Is Responsible”
Someone Selected to Do Prospecting
Often Unqualified for Prospecting(“They’re Available” or “All We Have”)
Already Exhausted
© 2019 Mirren Business Development 15
“Everyone Is Responsible”
Someone Selected to Do Prospecting
Often Unqualified for Prospecting(“They’re Available” or “All We Have”)
Already Exhausted
On Top of Their Day Job
© 2019 Mirren Business Development 16
No Understanding of What Clients Really Want
© 2019 Mirren Business Development 17
No Understanding of What Clients Really Want
No Unique Agency Positioning
© 2019 Mirren Business Development 18
No Understanding of What Clients Really Want
No Unique Agency Positioning
No Unique Messaging
© 2019 Mirren Business Development
What Are Some of the Biggest Challenges You Face With Prospecting?
© 2019 Mirren Business Development 2020
Let’s Step Back & Look at What Clients Are Buying…
© 2019 Mirren Business Development 2121
1. Business Impact
© 2019 Mirren Business Development 2222
1. Business Impact
2. Category Knowledge+
© 2019 Mirren Business Development 2323
1. Business Impact
2. Category Knowledge
3. Genuine Target Audience Insight
++
© 2019 Mirren Business Development 24
Clients Are Asking Agencies – What Will You Impact?
© 2019 Mirren Business Development 25
SoftObjectives
Clients Are Asking Agencies – What Will You Impact?
© 2019 Mirren Business Development 26
SoftObjectives
Marketing Objectives
Clients Are Asking Agencies – What Will You Impact?
© 2019 Mirren Business Development 27
SoftObjectives
Marketing Objectives
BusinessObjectives
Clients Are Asking Agencies – What Will You Impact?
© 2019 Mirren Business Development 28MIR
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Targeting
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© 2019 Mirren Business Development 30
Targeting
Prospecting Content
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Targeting
Prospecting Content
Prospect Outreach Conversion
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© 2019 Mirren Business Development 32
NADINE2:55
© 2019 Mirren Business Development 33
Targeting
Prospecting Content
Prospect Outreach Conversion
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© 2019 Mirren Business Development 34
Challenge
© 2019 Mirren Business Development 35
Challenge
Agencies Are Overwhelmed by Prospecting Lists
© 2019 Mirren Business Development 36
Challenge
Agencies Are Overwhelmed by Prospecting Lists
Thwarts Meaningful Progress Against Conversion
© 2019 Mirren Business Development 3737
Mirren Response
© 2019 Mirren Business Development 3838
Mirren Response
Identify + Prioritize Those Prospects With the Shortest Sales Cycle
© 2019 Mirren Business Development 39
Ideally, You Want Lots of Prospects
© 2019 Mirren Business Development 40
Ideally, You Want Lots of Prospects
However, Not Every Client in World Will Value Your Experience
© 2019 Mirren Business Development 41
Ideally, You Want Lots of Prospects
However, Not Every Client in World Will Value Your Experience
Prioritize
© 2019 Mirren Business Development 4242
The Shortest Sales Cycle?
© 2019 Mirren Business Development 4343
The Shortest Sales Cycle?
Those Categories Where Your AgencyHas the Most Knowledge
© 2019 Mirren Business Development 4444
You’re Either an Insider or an Outsider
© 2019 Mirren Business Development 4545
You’re Either an Insider or an Outsider
If You Know the Category,Know the Unique Language, Know the Unique KPIs,
You’re an Insider
© 2019 Mirren Business Development 4646
You’re Either an Insider or an Outsider
If You Know the Category,Know the Unique Language, Know the Unique KPIs,
You’re an Insider
If You Don’t, You’re an Outsider
© 2019 Mirren Business Development 4747
Clients Buy Far More Quickly From Insiders
© 2019 Mirren Business Development 4848
Clients Buy Far More Quickly From Insiders
And Far More Slowly (Although Rarely Ever Anymore) From Outsiders
© 2019 Mirren Business Development 4949
Prospecting Focus Achieves Scale In Your Prospecting Program
© 2019 Mirren Business Development 5050
Prospecting Focus Achieves Scale In Your Prospecting Program
When You Do Research for a Category of Prospects, You Create Content for
Dozens of Potential Clients
© 2019 Mirren Business Development 51
© 2019 Mirren Business Development 52
© 2019 Mirren Business Development 53
© 2019 Mirren Business Development 54
Your First Target Category
© 2019 Mirren Business Development 55
Your Targeting – Apply Criteria
© 2019 Mirren Business Development 56
Perceived Credibility
Your Targeting – Apply Criteria
© 2019 Mirren Business Development 57
Perceived Credibility
Your Targeting – Apply Criteria
Market/Revenue Potential
© 2019 Mirren Business Development 58
Perceived Credibility
Your Targeting – Apply Criteria
Speed to Market w/Deep Insights
Market/Revenue Potential
© 2019 Mirren Business Development
How Are You Currently Prioritizing Prospects?
© 2019 Mirren Business Development 6060
Targeting
Prospecting Content
Prospect Outreach Conversion
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© 2019 Mirren Business Development
NADINE3:10
© 2019 Mirren Business Development 6262
Targeting
Prospecting Content
Prospect Outreach Conversion
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© 2019 Mirren Business Development 6363
Challenge
© 2019 Mirren Business Development 6464
Challenge
Clients Are Not Responsive to Requests for First Meetings
© 2019 Mirren Business Development 6565
Challenge
Clients Are Not Responsive to Requests for First Meetings
Difficulty in Getting On Calendar
© 2019 Mirren Business Development 6666
Challenge
Clients Are Not Responsive to Requests for First Meetings
Difficulty in Getting On Calendar
Difficult to Convert to New Assignment
© 2019 Mirren Business Development 6767
Do You Think Shopping Around Your CapabilitiesWould Get You in the Door?
© 2019 Mirren Business Development 6868
Why Would It?
61,000+ Marketing Services Firms in the U.S.
Do You Think Shopping Around Your CapabilitiesWould Get You in the Door?
© 2019 Mirren Business Development 6969
Mirren Response
© 2019 Mirren Business Development 7070
Mirren Response
Reconsider the First Meeting –It’s Not About You or Your Agency
© 2019 Mirren Business Development 7171
Mirren Response
Reconsider the First Meeting –It’s Not About You or Your Agency
Instead of Generic Capabilities, Provide Content That Will Help Your Prospect
Unlock Business Growth
© 2019 Mirren Business Development 72
Your Prospecting Content
© 2019 Mirren Business Development 73
Your Prospecting Content
Category-Specific Target Audience Insight
© 2019 Mirren Business Development 74
You’re Looking for 4 or 5 CategoryInsights/Trends for Their Target Segment
© 2019 Mirren Business Development 75
You’re Looking for 4 or 5 CategoryInsights/Trends for Their Target Segment
Enough to Sustain an Hour Long Conversation
© 2019 Mirren Business Development 76
Research About Other TopicsIs Too Generic
© 2019 Mirren Business Development 77
Research About Other TopicsIs Too Generic
ie, Research About Channels/Target Demos (Social Media, Millennials)
© 2019 Mirren Business Development 78
No Category = No Specific Benefit
Research About Other TopicsIs Too Generic
ie, Research About Channels/Target Demos (Social Media, Millennials)
© 2019 Mirren Business Development 79
When You Do Research for a Category of Prospects,
© 2019 Mirren Business Development 80
When You Do Research for a Category of Prospects,
You Create Content for Dozens of Potential Clients
© 2019 Mirren Business Development 81
Let’s Look at Some Research Examples
© 2019 Mirren Business Development 82
FONT & COLOR
?
© 2019 Mirren Business Development 83
© 2019 Mirren Business Development 84
© 2019 Mirren Business Development 85
Uncover New Insight IntoCategory-Specific Purchase Motivation
© 2019 Mirren Business Development 86
Keep It Focused, Keep It Simple
© 2019 Mirren Business Development 87
Keep It Focused, Keep It Simple
The Simplest Methodologies Can Yield the Most Meaningful Insight
© 2019 Mirren Business Development 88
Another Option…
© 2019 Mirren Business Development 89
Path To Purchase:Vacation Travel
© 2019 Mirren Business Development 90
Vacation Trigger(Work, Friends, Need a Break, etc.)
Path To Purchase:Vacation Travel
© 2019 Mirren Business Development 91
Dreaming(Magazines, Online Articles, Movies/TV, Social
Media, Advertising, etc.)
Vacation Trigger(Work, Friends, Need a Break, etc.)
Path To Purchase:Vacation Travel
© 2019 Mirren Business Development 92
Planning(Specific Research, Cost Assessment, Reviews, etc.)
Dreaming(Magazines, Online Articles, Movies/TV, Social
Media, Advertising, etc.)
Vacation Trigger(Work, Friends, Need a Break, etc.)
Path To Purchase:Vacation Travel
© 2019 Mirren Business Development 93
Planning(Specific Research, Cost Assessment, Reviews, etc.)
Booking(Airline Search, Hotel Search, OTAS, etc.
Dreaming(Magazines, Online Articles, Movies/TV, Social
Media, Advertising, etc.)
Vacation Trigger(Work, Friends, Need a Break, etc.)
Path To Purchase:Vacation Travel
© 2019 Mirren Business Development 94
Planning(Specific Research, Cost Assessment, Reviews, etc.)
Booking(Airline Search, Hotel Search, OTAS, etc.
Booking Modifications(Hotel, Itinerary, Restaurants, Upgrades, etc.)
Dreaming(Magazines, Online Articles, Movies/TV, Social
Media, Advertising, etc.)
Vacation Trigger(Work, Friends, Need a Break, etc.)
Path To Purchase:Vacation Travel
© 2019 Mirren Business Development 95
Planning(Specific Research, Cost Assessment, Reviews, etc.)
Booking(Airline Search, Hotel Search, OTAS, etc.
Booking Modifications(Hotel, Itinerary, Restaurants, Upgrades, etc.)
Pre-Travel Preparation(Clothes, Bags, Further Itinerary
Development, etc.)
Dreaming(Magazines, Online Articles, Movies/TV, Social
Media, Advertising, etc.)
Vacation Trigger(Work, Friends, Need a Break, etc.)
Path To Purchase:Vacation Travel
© 2019 Mirren Business Development 96
Planning(Specific Research, Cost Assessment, Reviews, etc.)
Booking(Airline Search, Hotel Search, OTAS, etc.
Booking Modifications(Hotel, Itinerary, Restaurants, Upgrades, etc.)
Pre-Travel Preparation(Clothes, Bags, Further Itinerary
Development, etc.)
Travel Experience(Flight/Hotel/Itinerary Experience)
Dreaming(Magazines, Online Articles, Movies/TV, Social
Media, Advertising, etc.)
Vacation Trigger(Work, Friends, Need a Break, etc.)
Path To Purchase:Vacation Travel
© 2019 Mirren Business Development 97
Sharing(Social Media)
Planning(Specific Research, Cost Assessment, Reviews, etc.)
Booking(Airline Search, Hotel Search, OTAS, etc.
Booking Modifications(Hotel, Itinerary, Restaurants, Upgrades, etc.)
Pre-Travel Preparation(Clothes, Bags, Further Itinerary
Development, etc.)
Travel Experience(Flight/Hotel/Itinerary Experience)
Dreaming(Magazines, Online Articles, Movies/TV, Social
Media, Advertising, etc.)
Vacation Trigger(Work, Friends, Need a Break, etc.)
Path To Purchase:Vacation Travel
© 2019 Mirren Business Development 98
If It’s Generic,Clients Won’t Value It As Much
(“I think I saw this in marketing 101”)
© 2019 Mirren Business Development 99
If It’s Generic,Clients Won’t Value It As Much
(“I think I saw this in marketing 101”)
If It’s Generic,It Doesn’t As Effectively Correlate Your Work Back
to Category-Specific Business Outcomes
© 2019 Mirren Business Development 100100
Create the Category-Specific Model
© 2019 Mirren Business Development 101101
Internally As a Team, Audit the Category(+ Each Prospect) Through Each Step of the Model
Create the Category-Specific Model
© 2019 Mirren Business Development 102102
Internally As a Team, Audit the Category(+ Each Prospect) Through Each Step of the Model
Create the Category-Specific Model
Identify Challenges Holding Them Back,or Opportunities They’re Missing
© 2019 Mirren Business Development 103103
Internally As a Team, Audit the Category(+ Each Prospect) Through Each Step of the Model
Create the Category-Specific Model
Identify Challenges Holding Them Back,or Opportunities They’re Missing
Then, Come up With Strategies to Fix Those Challenges or Capitalize
on the Missed Opportunities(This Will Inform the Discussion Within Your First Prospect Meeting)
© 2019 Mirren Business Development 104104
Introduce the Model
© 2019 Mirren Business Development 105105
Share a Basic Version of Your Model
Introduce the Model
© 2019 Mirren Business Development 106106
Share a Basic Version of Your Model
Introduce the Model
Share Your Key Findings (POV)
© 2019 Mirren Business Development 107107
Share a Basic Version of Your Model
Introduce the Model
Share Your Key Findings (POV)
Walk the Prospect ThroughHow to Capitalize on Your Findings (POV)
© 2019 Mirren Business Development 108108
When You Do Research for a Category of Prospects,
© 2019 Mirren Business Development 109109
When You Do Research for a Category of Prospects,
You Create Content for Dozens of Potential Clients
© 2019 Mirren Business Development 110110
Strategies for the ClientAll Grounded in Driving Their Business KPIs
© 2019 Mirren Business Development 111
© 2019 Mirren Business Development 112
Impacts Your Positioning of a Project Idea(Not the Way You Might Currently Think)
© 2019 Mirren Business Development 113
Wrong“We’d like to present a proposal to rebuild the
product information portion of your site”
© 2019 Mirren Business Development 114
Wrong“We’d like to present a proposal to rebuild the
product information portion of your site”
Instead“We’d like to present a proposal to increase
lead generation from your site”
© 2019 Mirren Business Development 115
Asking for a ProjectAlways Lead With the Business Benefit
© 2019 Mirren Business Development 116
Asking for a ProjectAlways Lead With the Business Benefit
Select a Business / Marketing Goaland Focus on It
© 2019 Mirren Business Development 117117
Prepared for
Washington FederalTo Drive New Accounts Opened, Cross Sell & Assets Under Management
Bond Street DigitalRegional Bank Marketing Team
© 2019 Mirren Business Development 118
The PointInsight-Rich Learning That Will Impact Purchase Behavior
© 2019 Mirren Business Development
What Is Your Approach to First Meeting Content?
© 2019 Mirren Business Development
What Is Your Approach to First Meeting Content?
What Has Worked? What Hasn’t?(Be Specific)
© 2019 Mirren Business Development 121121
Targeting
Prospecting Content
Prospect Outreach Conversion
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© 2019 Mirren Business Development 122
NADINE3:20PM
© 2019 Mirren Business Development 123
Targeting
Prospecting Content
Prospect Outreach Conversion
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© 2019 Mirren Business Development 124124
Challenge
© 2019 Mirren Business Development 125125
Challenge
Clients Are On The Receiving End of Dozens of Outreach – And It All Sounds the Same
© 2019 Mirren Business Development 126126
“We’re a really good agency, have clients the likes of Frontier Hotels, West Valley Bank, 3M
and Jack in the Box. We’d love to come in and show you what we can do for you…”
© 2019 Mirren Business Development 127127
“We’re a really good agency, have clients the likes of Frontier Hotels, West Valley Bank, 3M
and Jack in the Box. We’d love to come in and show you what we can do for you…”
The Single Most Dated Approach to Prospecting
SalutationDear Debra,
Friendly Ice Breaking Opening CommentI hope this finds you well.
IntroductionWe are an agency specializing in creating unique programs for clients that drive consumer engagement and deliver business results.
SellWe do great work for lots of clients like Mondelez, we think that our agency is a perfect fit for your brands, and we’d like 20 minutes of your time to tell you more.
The CloseWhat day next week is good for you?
SalutationDear Debra,
Friendly Ice Breaking Opening CommentI hope this finds you well.
IntroductionWe are an agency specializing in creating unique programs for clients that drive consumer engagement and deliver business results.
SellWe do great work for lots of clients like Mondelez, we think that our agency is a perfect fit for your brands, and we’d like 20 minutes of your time to tell you more.
The CloseWhat day next week is good for you?
SalutationDear Debra,
Friendly Ice Breaking Opening CommentI hope this finds you well.
IntroductionWe are an agency specializing in creating unique programs for clients that drive consumer engagement and deliver business results.
SellWe do great work for lots of clients like Mondelez, we think that our agency is a perfect fit for your brands, and we’d like 20 minutes of your time to tell you more.
The CloseWhat day next week is good for you?
SalutationDear Debra,
Friendly Ice Breaking Opening CommentI hope this finds you well.
IntroductionWe are an agency specializing in creating unique programs for clients that drive consumer engagement and deliver business results.
SellWe do great work for lots of clients like Mondelez, we think that our agency is a perfect fit for your brands, and we’d like 20 minutes of your time to tell you more.
The CloseWhat day next week is good for you?
SalutationDear Debra,
Friendly Ice Breaking Opening CommentI hope this finds you well.
IntroductionWe are an agency specializing in creating unique programs for clients that drive consumer engagement and deliver business results.
SellWe do great work for lots of clients like Mondelez, we think that our agency is a perfect fit for your brands, and we’d like 20 minutes of your time to tell you more.
The CloseWhat day next week is good for you?
SalutationDear Debra,
Friendly Ice Breaking Opening CommentI hope this finds you well.
IntroductionWe are an agency specializing in creating unique programs for clients that drive consumer engagement and deliver business results.
SellWe do great work for lots of clients like Mondelez, we think that our agency is a perfect fit for your brands, and we’d like 20 minutes of your time to tell you more.
The CloseWhat day next week is good for you?
SalutationDear Debra,
Friendly Ice Breaking Opening CommentI hope this finds you well.
IntroductionWe are an agency specializing in creating unique programs for clients that drive consumer engagement and deliver business results.
SellWe do great work for lots of clients like Mondelez, we think that our agency is a perfect fit for your brands, and we’d like 20 minutes of your time to tell you more.
The CloseWhat day next week is good for you?
SalutationDear Debra,
Friendly Ice Breaking Opening CommentI hope this finds you well.
IntroductionWe are an agency specializing in creating unique programs for clients that drive consumer engagement and deliver business results.
SellWe do great work for lots of clients like Mondelez, we think that our agency is a perfect fit for your brands, and we’d like 20 minutes of your time to tell you more.
The CloseWhat day next week is good for you?
SalutationDear Debra,
Friendly Ice Breaking Opening CommentI hope this finds you well.
IntroductionWe are an agency specializing in creating unique programs for clients that drive consumer engagement and deliver business results.
SellWe do great work for lots of clients like Mondelez, we think that our agency is a perfect fit for your brands, and we’d like 20 minutes of your time to tell you more.
The CloseWhat day next week is good for you?
SalutationDear Debra,
Friendly Ice Breaking Opening CommentI hope this finds you well.
IntroductionWe are an agency specializing in creating unique programs for clients that drive consumer engagement and deliver business results.
SellWe do great work for lots of clients like Mondelez, we think that our agency is a perfect fit for your brands, and we’d like 20 minutes of your time to tell you more.
The CloseWhat day next week is good for you?
© 2019 Mirren Business Development 139139
Mirren’s Solution
© 2019 Mirren Business Development 140140
Mirren’s Solution
Deliver on Clients’ Need for Business Impact + Category Knowledge + Insights
© 2019 Mirren Business Development 141141
“With a growing number of agencies focused on business impact, why work with with those who aren’t?”
© 2019 Mirren Business Development 142142
“With a growing number of agencies focused on business impact, why work with with those who aren’t?”
“Here’s what most agencies don’t get… if the work doesn’t work, I’m out of a job.”
© 2019 Mirren Business Development 143
“Hi, it’s Bill Smith calling from ABC Marketing. We’ve just completed our latest study on how customers select their retail
bank and their banking products. We looked at your competitors, at you, at your target audience. In our findings, we identified 3 elements holding back your customer acquisition – and have 5 insights to resolve those issues.
Please give me a call back if you’d like to go over some of the findings we have for you. In fact, I would rather keep it
informal... perhaps just over a coffee.”
© 2019 Mirren Business Development 144
“Hi, it’s Bill Smith calling from ABC Marketing. We’ve just completed our latest study on how customers select their retail
bank and their banking products. We looked at your competitors, at you, at your target audience. In our findings, we identified 3 elements holding back your customer acquisition – and have 5 insights to resolve those issues.
Please give me a call back if you’d like to go over some of the findings we have for you. In fact, I would rather keep it
informal... perhaps just over a coffee.”
© 2019 Mirren Business Development 145
“Hi, it’s Bill Smith calling from ABC Marketing. We’ve just completed our latest study on how customers select their retail
bank and their banking products. We looked at your competitors, at you, at your target audience. In our findings, we identified 3 elements holding back your customer acquisition – and have 5 insights to resolve those issues.
Please give me a call back if you’d like to go over some of the findings we have for you. In fact, I would rather keep it
informal... perhaps just over a coffee.”
© 2019 Mirren Business Development 146
“Hi, it’s Bill Smith calling from ABC Marketing. We’ve just completed our latest study on how customers select their retail
bank and their banking products. We looked at your competitors, at you, at your target audience. In our findings, we identified 3 elements holding back your customer acquisition – and have 5 insights to resolve those issues.
Please give me a call back if you’d like to go over some of the findings we have for you. In fact, I would rather keep it
informal... perhaps just over a coffee.”
© 2019 Mirren Business Development 147
1.Establish Credibility
© 2019 Mirren Business Development 148
1.Establish Credibility
“We just completed our latest study on how customers select their retail bank and their banking products. We looked at your competitors, we looked at you, we looked at your target…”
© 2019 Mirren Business Development 149
1.Establish Credibility
2. Identify Something Specific of Value to the Prospect
“We just completed our latest study on how customers select their retail bank and their banking products. We looked at your competitors, we looked at you, we looked at your target…”
© 2019 Mirren Business Development 150
1.Establish Credibility
2. Identify Something Specific of Value to the Prospect
“We just completed our latest study on how customers select their retail bank and their banking products. We looked at your competitors, we looked at you, we looked at your target…”
“…we’ve identified 3 elements holding back your customer acquisition, have 4 insights to fix those issues...”
© 2019 Mirren Business Development 151
© 2019 Mirren Business Development 152
1. Establish Credibility
2. Identify Something Specific of Value to the Prospect
“We just completed our latest study on how customers select their retail bank and their banking products. We looked at your competitors, we looked at you, we looked at your target…”
“…we’ve identified 3 elements holding back your customer acquisition, have 4 insights to fix those issues...”
3. It’s Not Going to Be a Big Sales Pitch“…please give me a call back if you’d like to go over some of these insights. Would rather keep it informal over coffee.”
© 2019 Mirren Business Development 153
“Hi, it’s Bill Smith calling from ABC Marketing. We’ve just completed our latest study on how customers select their retail
bank and their banking products. We looked at your competitors, at you, at your target audience. In our findings, we identified 3 elements holding back your customer acquisition – and have 4 insights to resolve those issues.
Please give me a call back if you’d like to go over some of the findings we have for you. In fact, I would rather keep it
informal... perhaps just over a coffee.”
© 2019 Mirren Business Development 154
ToneShould Sound Like It’s Coming From
a “Research Department” vs. a “Sales Department”
© 2019 Mirren Business Development 155
Fueled by Benefit-Driven Content,Not Capabilities
© 2019 Mirren Business Development 156
Fueled by Benefit-Driven Content,Not Capabilities
Fueled by Insight-Rich Content
© 2019 Mirren Business Development
Where Have You Seen the Greatest Successess With Your Direct Outreach?
© 2019 Mirren Business Development
Where Have You Seen the Greatest Successess With Your Direct Outreach?
What Specific Outreach Challenges Have You Learned From?
© 2019 Mirren Business Development
NADINE3:30PM
© 2019 Mirren Business Development 160160
Broader Outreach
© 2019 Mirren Business Development 161
ThinkContent Marketing
© 2019 Mirren Business Development 162
Social Media(LinkedIn, YouTube, etc.)
© 2019 Mirren Business Development 163
Social Media(LinkedIn, YouTube, etc.)
Public Relations
© 2019 Mirren Business Development 164
Social Media(LinkedIn, YouTube, etc.)
Public Relations
Speaking Engagements
© 2019 Mirren Business Development 165
Social Media(LinkedIn, YouTube, etc.)
Public Relations
Speaking Engagements
Publishing
© 2019 Mirren Business Development 166166
Introduction to Research Findings
Prepared For: Ford 300
The Slate Communications Agency
advertising - public relations – interactive - strategy - research
The Slate Communications Agency has a proven track
record of driving acquisition, retention and growth for
automotive and transportation clients. This means bringing
products to market faster, more effective sales and
branding strategies, and increased revenues.
Our Study
We understand the issues automakers are facing:
customers are spending as much as 75% of the buying
process online, there are increased global competitive
pressures, and the challenges unique to dealer-OEM
integration.
The following includes introductory findings from our
most recent automotive communications study,
which included your brand. We’ve also included
several single-page case studies to demonstrate how
we ’ ve overcome challenges unique to the
automotive business.Trending Implications
Key Consumer Insight
Direct Mail
© 2019 Mirren Business Development 167
Content Marketing for New Business Infrastructure
© 2019 Mirren Business Development 168
New Business + Content Marketing Objectives
Content Marketing for New Business Infrastructure
© 2019 Mirren Business Development 169
Content Niche
New Business + Content Marketing Objectives
Content Marketing for New Business Infrastructure
© 2019 Mirren Business Development 170
Content Engine
Content Niche
New Business + Content Marketing Objectives
Content Marketing for New Business Infrastructure
© 2019 Mirren Business Development 171
Content Hub (Website/Blog)
Content Engine
Content Niche
New Business + Content Marketing Objectives
Content Marketing for New Business Infrastructure
© 2019 Mirren Business Development 172
Content Hub (Website/Blog)
Content Engine
Content Niche
Social Media
Email Speaking
PR
Distribution Channels
New Business + Content Marketing Objectives
Content Marketing for New Business Infrastructure
© 2019 Mirren Business Development 173
Content Hub (Website/Blog)
Content Engine
Content Niche
Social Media
Email Speaking
PR
Distribution Channels
Prospects
New Business + Content Marketing Objectives
Content Marketing for New Business Infrastructure
© 2019 Mirren Business Development 174
Content Hub (Website/Blog)
Content Engine
Content Niche
Social Media
Email Speaking
PR
Distribution Channels
Prospects
New Business + Content Marketing Objectives
Content Marketing for New Business Infrastructure
© 2019 Mirren Business Development 175
Content Hub (Website/Blog)
Content Engine
Content Niche
Social Media
Email Speaking
PR
Distribution Channels
Prospects FirstMeetings
New Business + Content Marketing Objectives
Content Marketing for New Business Infrastructure
© 2019 Mirren Business Development
What Distribution Channels Work Hardest For Your Agency?
© 2019 Mirren Business Development
What Distribution Channels Work Hardest For Your Agency?
How Have You Built Your Content Engine?
© 2019 Mirren Business Development
NADINE3:40PM
© 2019 Mirren Business Development 179179
Targeting
MIR
RE
N P
RO
AC
TIV
EP
RO
SP
EC
TIN
G S
YS
TE
M
1
© 2019 Mirren Business Development 180180
Targeting
Content Development
MIR
RE
N P
RO
AC
TIV
EP
RO
SP
EC
TIN
G S
YS
TE
M
1
2
© 2019 Mirren Business Development 181181
Targeting
Content Development
Prospect Outreach Conversion
MIR
RE
N P
RO
AC
TIV
EP
RO
SP
EC
TIN
G S
YS
TE
M
1
2
3
© 2019 Mirren Business Development 182182
Clients Want Category-SpecificBusiness Impact
© 2019 Mirren Business Development 183183
Clients Want Category-SpecificBusiness Impact
Clients Want Category-SpecificBusiness-Building Insight
© 2019 Mirren Business Development 184184
Clients Want Category-SpecificBusiness Impact
Clients Want Category-SpecificBusiness-Building Insight
Target One Category at a Time(Based on Credibility)
© 2019 Mirren Business Development 185185
Clients Want Category-SpecificBusiness Impact
Clients Want Category-SpecificBusiness-Building Insight
Target One Category at a Time(Based on Credibility)
Over Time, Target Many Categories
© 2019 Mirren Business Development 186186
Clients Want Category-SpecificBusiness Impact
Clients Want Category-SpecificBusiness-Building Insight
Target One Category at a Time(Based on Credibility)
Over Time, Target Many Categories
Create Insight-Rich Content to Open Doors
© 2019 Mirren Business Development 187187
Methodically Break Down the Pipeline
© 2019 Mirren Business Development 188188
Methodically Break Down the Pipeline
Target Prospects > Initial Outreach > Phone Call > Meeting > New Assignment
© 2019 Mirren Business Development 189189
Don’t Sell
© 2019 Mirren Business Development 190190
Don’t Sell
Bring Category-Specific Business Value
© 2019 Mirren Business Development
Key Takeaways?