territory management - thedynamicsale.com · territory management neil s lebovits, cpa, cpc, ......

“Less is More”… Laser Prospecting

Territory Management

Neil S Lebovits, CPA, CPC, CTS

Territory Management

Neil Lebovits, CPA, CPC, CTS www.TheDynamicSale.Com

Today, we’ll discuss:

 That LESS is actually MORE!  Hunting Vs Farming

  Methods to find where to hunt   How to decide who and how often to farm

 Key Methods to set up your territory and prospect management  Tips for Qualifying accounts-(Tools for your staff)  Common Pitfalls to avoid in prospect management

Less Is More!


Less is More- Lets start here!

  Most profound tip ever learned!

  My experience as an executive getting sales calls

  Why don’t people follow up well?

Neil Lebovits, CPA, CPC, CTS www.TheDynamicSale.com

Dialing for Dollars- FLAWED


Dialing for dollars has built in flaws


 How many clients/prospects are on YOUR list?   Poll

 No ownership  Move to end of the deck  Constantly add prospects

  Leaving voice mail allows you to go to next call   Providing value on each call is key but hard to do!

Quantity VS. Quality


Quantity VS. Quality


  Sales is an art and a science   Success balances quantity and quality

  Either increase will increase success   Increase in quantity can also have a decrease in quality   Increase in quality can have a decrease in quantity

To increase quality, one must take OWNERSHIP •  Mission •  Passion

YOU will land a new KEY account next week!


  How I can guarantee it!   What Tony Robbins Taught me!   Limit the prospects!   Target list thus needs to be a GOOD one!   What if you had a gun to your head and HAD to land an order now!

What would you do?   Passion/Commitment/Research

  You have to use your “best stuff ”   How to find the best qualified target?

  They use   They use now   They pay agency fees   They pay good fees   etc

Take my challenge


  Next week come up with only TWO targets!   Why I chose to work with qualified leads (more on leads

later)   Hunting vs. Farming

 Hunting can lead to farming   Farming is always just farming  Hunting key for eating today   Farming also key, of course!

  My success stories on day 4 of the challenge!

CUT your territory NOW!


  Cutting territories is one of the best managerial secrets

  Nobody EVER QUIT!   This created TOP RANKED

REPS and recruiters!   Make yourself accountable!   But How can my business

grow with only 2 leads?

  You will want to farm and nurture hundreds of longer term prospects, but need to learn the lessons first

How do other industries create territories?


  Consumer Goods   Soda   Beer distributors

  The territory must match your target audience and NECESSARY call frequency (Hint: They are ALL small)!

What will your “top 2” call plan be?


  You get THE lead and now you need a plan!   (I.e. All of the stuff that you already learned that we’re “supposed

to do”)   What will your plan be?

  First call them?   Don’t leave a message   Call back at end of day   Find them in LinkedIn, etc   Call other employees that work in company.   JOT YOUR PLAN DOWN NOW/RECIPE (all stuff you know but rarely do)

Side benefit is that you will have much more tenacity and follow up You will WANT to master all of your closes (i.e. Perm contingency close)

Focus on Leads to start


  More to be covered in future leads session   Perm life cycle vs. temp is different… Do you really need to

target a fortune 500 mass user?   Sourcing for leads works in any market!   Leads increase the likelihood of success MARKEDLY   Would you be upset if your peers or boss sold your list of

open orders? Your placed orders? Your lost orders?   Would your life be easier if ethically, you could get a copy of

all of your competitors open orders? Placed orders? Lost orders?

WHAT WOULD THEY OR YOU DO WITH THESE?

Advanced call planning Moving beyond the Hot leads….. What to do with the rest of your time!


Hunting VS Farming


Why not ALWAYS hunt?

Farming- Target Account Summary Best Method:   Identify the Top 100 Prospect/Firms in your territory

  Utilize Leads and real time information first   Constantly re-assess this group.   10 contacts per company could equal 1,000 contacts!

  Create a “system” of planned follow up. DON’T WING IT

  TOP 30 are the key accounts.   Should be a perpetually changing list based on new data   Approximately 10 contacts per account   Select the 30 companies with the MOST potential to improve your business over the next quarter!

  Tier 1 contacts are next 70 accounts or 700 names   Tier II- seldom use.   Tier III – Forget about them

  YOU MUST CODE EACH CONTACT ACCORDINGLY AND each company!

Where to prioritize targets


  Sales reports/Past clients   Lost client reports   Temp clients not using perm   Perm client not using temp   Existing clients that aren't penetrated   Leads (interviews, candidate recon, lead database, ad trackers, etc)   Ad history/ job posting history   Media articles

  Do you really ever have to use:   Zip code lists?   D&B reports   Top growing company reports?   Top employers list from Chambers of Commerce   Blitz   Outside cold calls

  Simply prioritize as “lead” (hunting), Top 30 or Tier I

Remember


  Limit the field/territory that you are going to farm!!!!   Focus on getting a small amount of ripe fruit!

Hunter Planning..Eating Today (See leads session)

Candidate Re-Connect calls

Must be a key part of your plan!!! Do you do them?

8-10 per day

They are interviewing and temping after they leave your office!

  They are the ones who make you money!

  Key for leads AFTER they leave your office

  Leads gather momentum over time!   Candidates number one complaint!-

“NO CONTACT” Fish, umm, where there are fish!

Hunter Planning

  Schedule follow up calls frequency before the end of interview based upon the candidate

  Schedule frequency with THEM to call you back.   Divide candidate calls between members of office   Continue even for a few months after they are off the market   Then… OPT in mail list to stay in touch!

Hunter Planning Follow up on leads (see later session for detail)

If done right, this should be 100% of your HUNTING calls- Can ignore all others!

  20-25% of filled jobs don’t work out!   60% of temp jobs have candidates that they aren’t “loving”   Call all leads databased (see leads session)   Take ownership- “Less is more”. Follow up until you lose!   Do NOT lump these with your farming call methodology   Create your “Recipe”

Hunter Planning Advertisements and Job board

postings

  You SHOULD call ads to START a relationship and get lucky!

  Great for temp leads!!!! Fill with temp while search active

Hunter Planning Extension/Check In/Account Penetration calls

4-6 per day!!!

Work your temp book systematically!

  ALWAYS find out what other departments could be using temps!

  Always ask your temps who else is working there and what is happening.

Hunter Planning Reference Calls4-6/day

  Impress possible prospects with how THOROUGH you are!! Then turn into marketing call

  Wow them with Behavioral reference checks

Hunter planning

FIND LEADS ON MONSTER

Simply type in competitor names when searching resumes!

Farming planning (Eating Next month/Quarter)

Target Account Lists!

Never confuse with hunting! Always HUNT first! Try to farm, where possible, where you first hunted to kill two birds with one stone.

TOP 30 Plan!   Call each contact every month! (15/day)   Set up opt in mail list for all key prospects!   Sendoutcards.Com   Create top 30 sheet in excel   Preplan the calls in your scheduler now!   Always end a call with a new tickler/schedule

the farming call plan. Tier I Plan 10-12 calls per day

  Tier I Must be Viable. Potential is somewhat less than TOP 30.

  Call these contacts every Two to 2 ½ months.   Don’t call all contacts at same company at same time. Make

sure different contacts at same company hear from you at different times.

  Keep visibility with Opt In newsletters, webinars and sendoutcards


  Tier II- Seldom use but find way to stay in touch electronically

  Tier III- Waste of time

  All others unknowns are “prospects”

the farming call plan.

  Create Target Planning Sheet for all TIER I

  Don’t get off the phone without scheduling a follow up with each contact 60 days later!

40 calls per day! (200 per week)

(If you hate “cold calling” then call leads!)

Do the math

Necessary Needs Form (a refresher for your staff)


Helps Identify:   usage/viability  what is important to the client/

employee information  Hot buttons/decision making

regarding vendors they use

Ask questions about current usage/vendors and types of people they hire

Sample Necessary Needs Form


Usage/Viability

  Where within the organization do they use staffing services? (What departments? What types of workers?)

  What are the department managers’ (prospects’) names, phone numbers and e-mail addresses that use staffing services most often?

  Who within the organization makes the decision on what services to use? Get names, phone numbers and e-mail addresses.

  How many temporary employees are currently on board?

  What staffing services are they using?

  How many total regular employees are at this location?

Necessary Needs Form Continued


Questions about employees:   What background do you look for in a temporary employee?   What skills are most key for temps?   What skills do you look for in a full time employee?   What background do you look for in a full time employee?   What is the key personality you look for?   How do you determine if the candidates are right for your

company?   What sort of candidate would you always want to “hear” about in

the future. Based upon above, tailor your key “points of difference” Rate the client/contact according to Top 30, Tier I, etc


Other Vendor Questions:   What’s your experience been with other firms?   Idea of temp and perm usage?   Which agencies have/do you worked with?   What made you decide to work with other agencies in the past?   How long have you worked with them?   How thrilled are you with the service provided?   How could they improve? (matching, follow up, attritions, quality, etc)   On a scale of 1-10, 10 being as good as humanly possible, where do they

rank? What is lacking to make them a “10”   What are the most important factors in working with an agency?   What do you do when you have a contract and the master vendor can’t

fill it?

Target 30 plan-Creating the list


 Use previous method to rank all contacts/companies   List should be FLUID! Review quarterly. Remove clients or

poor prospects. Create recruiting source lists from here   Size should not be the main factor-What has the greatest

likelihood of giving you a perm or temp placement in the next quarter!

Target 30 plan- More Tips for your staff


  For top 30 ONLY, do all you know you are supposed to be doing:   Research on web   See what articles exist about them   Research employees to help via LinkedIn

  Create Org chart of 5 levels, excluding HR   Identify Necessary Needs and potential Spend   Identify your competition   Create a 13 week plan –Spread out so that each company is touched

regularly via different contact.   Meet monthly with staff to review all top activity and results.

  track orders, visits and contact names and email addresses gathered.   Pick 10 per month to REALLY focus on!

  This will allow top 30 per quarter.

Make sure contact is contact!

A contact is a face to face or phone to phone conversation only! •  Email, Faxes, Blasts, LinkedIn Messages, Voice Mail DON’T

Count •  Presentations are key- Must be face to face. PUSH THIS •  Always seek multiple appointments

Target Pitfalls to Avoid

  Failing to really quantify the account

 They don’t currently or recently use a competitor  We don’t know their budgeted or annual spend?  They won’t or we don’t know if they’ll pay our (higher) fees/

markups?  We don’t know how often they use agencies or temps

Pitfalls


  Failure to meet the “right” people

  Presentations and calls don’t result in any business or information

  Prospects don’t have any plans for your services in the next year   Sales reps aren’t brining in 1-2 new orders per week  Total Client spend is less than $300k/ year on temp  They don’t have any active temps now and no perm orders for

the past 3 months.

More pitfalls


  Failure to have a “deep” relationship in a company

 Org charts are not completed or incomplete for all targets  We only have one or two contacts in a company and many or all

are in Human Resources  There are no set goals for penetration or depth or information

required per call.  We are not focusing on multiple line managers in each company  Outside visits almost only consist of one person being met

More Pitfalls


  Failure to use a simple plan   The calls are being winged   The same script or call is used over and over for different prospects   There is no ranking or priority system, ala Top30; Tier I, II, III   If there is a ranking, only companies are ranked and not individual

contacts also   For ex, you may have a Tier II contact in a Top 30 company!

  Failure to assess targets REGULARLY   There is no quarterly planning or review process   Management doesn’t review weekly activity and progress   There is no ownership for closure or gathering information   There is no urgency (Again, “less is more”)

  Failure to Plan   Employees aren’t spending at least 20 minutes planning each night.

Final Pitfalls


  Staffing and recruiting strategy is too general   There is no niche or sub-niche strategy. No specialized focus   The territory being covered is too big   The list of prospects is huge.   You are trying to be everything to everyone   You never turn away a client for an order that isn’t in your “expertise”   Your demand doesn’t match the inventory that you are building (or

inventory doesn’t match the demand)   You try to figure out the heaviest position demand by gut feeling and not real

data   Your leads or usage information doesn’t mirror your niche or people being

interviewed   You are advertising/posting based upon hard to fill spots and not the real

demand?

target account Final Summary

  Target 30 contacts receive a phone call or visit monthly!

  Target 30 companies receive a phone call or visit weekly by rotating who you call or visit each week!

  Level 1/150 contacts receive a phone call or visit every 6-8 weeks!

  Level 1/150 companies receive a phone call or visit every 2-3 weeks by rotating who you call or visit each week!

Remember, LESS is MORE!


  If you take ownership and have passion over any prospect, you will land them!

  Remember QUALITY beat out QUANTITY every time   Start by only calling where you know you will have success   Hunt first and try to farm those where you don’t “kill”   Hold yourself accountable   Code all contacts and companies and create a specific plan   Regularly review the plan with your manager or staff!   Take my Challenge for next week! PICK ONLY 2!

  WE WILL DISCUSS THIS NEXT THURSDAY!!!!   Your lives will never be the same again!

Homework


  Do nothing but focus on securing these 2 prospects   Keep detailed notes so that you can share the success with

your peers in class!

Any Questions?


Carpe Diem &

Sell Like The Wind!

territory management - thedynamicsale.com · territory management neil s lebovits, cpa, cpc, ......

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