How to Find, Influence and Convert More Prospects Into Customers
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This document provides tips on how to find, influence, and convert more prospects into customers. It discusses engaging prospects through content publishing and networking channels before they become active buyers. It emphasizes understanding customers, products, and objectives. It also stresses practicing customer-centric selling and collaboration between sales and marketing. The document includes templates for calculating goals, customer profiling, mapping the sales process, and planning content.
How to Find, Influence and Convert More Prospects Into Customers
- 1. How to Find, Influence & Convert More Prospects Into Customers #AOWEB
- 2. Chat or Q/A #AOWEB
- 3. How to Find, Influence & Convert More Prospects Into Customers Matt Heinz President, Heinz Marketing Inc matt@heinzmarketing.com @heinzmarketing
- 4. Housekeeping • Copy of this deck • Offers for you – 10 minute brainstorm – Successful Selling – Secrets to Successful Social Selling • Email me what you want – It’s that simple…
- 5. Last Slide First 1. Find & engage prospects “upstream” before they are active buyers 2. Understand your customer, product & objective before executing 3. Publish your own content to attract prospects 4. Practice customer-centric selling every day 5. Sales & marketing is too important to leave to salespeople and marketers
- 6. Prospect Engagement Funnel Customer Targets (based on persona profiles) Next Step Accelerator Ideas Network-exclusive access to content Network / Open Community Value-added special offers Channels: Twitter, Facebook, Blog, LinkedIn Discovery events Goal: Drive Registration White papers, top ten tips, etc. Drip Marketing Testimonials, Success Stories Channels: Email Newsletters, CRM System Profile-Specific Messages Goal: Drive Active Prospects New product/service offers Active Sales Cycle New Opportunity Alerts Channels: CRM, 1:1 1:1 with Existing Customer Goal: Sell In-Market Events New Referral & Tell-a-Friend Offers Customer Network / Community Invites
- 7. 4 steps to a better marketing plan 1. Do the math (quantify what success looks like) 2. Create a clear customer profile 3. Map the sales and buying process 4. Plan to fire lots of bullets
- 8. Calculating what you need Assumptions Product A ASP $ 15,000 Product B ASP $ 50,000 Opp/Close % 33.0% Lead/Opp % 10.0% Product A CPL $ 15 Product B CPL $ 35 Q1 2010 Q2 2010 Q3 2010 Q4 2010 TOTALS Product A Sales # 50 56 63 69 238 Product B Sales # 8 9 10 11 38 Total Sales # 58 65 73 80 276 Product A Sales $ $ 742,500 $ 841,500 $ 940,500 $1,039,500 $ 3,564,000 Product B Sales $ $ 412,500 $ 453,750 $ 495,000 $ 536,250 $ 1,897,500 Total Sales $ $1,155,000 $1,295,250 $1,435,500 $1,575,750 $ 5,461,500 Product A Pipeline # 150 170 190 210 Product B Pipeline # 25 28 30 33 Total Pipeline # 175 198 220 243 Product A Pipeline $ $2,250,000 $2,550,000 $2,850,000 $3,150,000 Product B Pipeline $ $1,250,000 $1,375,000 $1,500,000 $1,625,000 Total Pipeline $ $3,500,000 $3,925,000 $4,350,000 $4,775,000 Product A Leads 1500 1700 1900 2100 Product B Leads 250 275 300 325 Total Leads 1750 1975 2200 2425 8350 Product A Lead Budget $ 22,500 $ 25,500 $ 28,500 $ 31,500 Product B Lead Budget $ 8,750 $ 9,625 $ 10,500 $ 11,375 Total Lead Budget $ 31,250 $ 35,125 $ 39,000 $ 42,875 $ 148,250
- 9. Marketing plan in 5 questions 1. What/who are your targets? 2. What do they care about? What outcome are they seeking? 3. Where do you find them? 4. What or who influences them? 5. How do they want to engage and (eventually) buy?
- 10. Your customers
- 11. Five questions to start • What/who are your targets? • What do they care about? What outcome are they seeking? • Where do you find them? • What or who influences them? • How do they want to engage and (eventually) buy?
- 12. What do customers care about?
- 13. The buying progression Problem/ Solution Objective/ Pain Outcome
- 14. 5 tips for better customer-centric sales 1. Use “you” instead of “I” 2. Treat the first sales call like an interview 3. Align yourself with existing customer priorities 4. Respect their time 5. Let your current customer sell for you
- 15. Custom messages by role Audience Drivers Pain Points Value Propositions(bullet points) Key Messages Vertical #1 CEO IT/CIO CFO CMO Audience Drivers Pain Points Value Propositions(bullet points) Key Messages Vertical #2 CEO
- 16. Three content questions • What do I want people to see, hear and/or learn? • What do I want people to think? • What do I want people to do?
- 17. Five common content marketing mistakes 1. Not having a plan up front 2. Writing for the company instead of the customer 3. Not encouraging and participating in two- way communication 4. Not promoting, aggregating and curating great content from others 5. Only producing written content
- 18. Three types of content 1.Proactive 2.Reactive 3.Participatory
- 19. Your anchor
- 20. Planning content Week 1 Week 2 Week 3 Week 4 Theme 1 Theme 2 Theme 3 Theme 4
- 21. Editorial calendar example Market Leader Q2 2010 Editorial Calendar Q2 May June Week of May 3 Week of May 10 Week of May 17 Week of May 24 Week of May 31 Week of June Week of June 14 Week of June 21 Week of June 28 Corporate Theme Spring Season Heats Up New Vision for Real Estate Industry Are you growing your market share? Content Theme Bringing it all together to grow your business Company News (PR) Fiji Release Leading RE free trial Gathering of Eagles 200th MLS Keynote Recap Industry Calendar Mid-year NAR Broker Ops (Bob) Agent productivity tools - Creating a customer- Top 10 reasons why 12 ways to motivate, what's recommended, centric brokerage (blog) brokers should care about excite and retain your what's working (blog, AR) social media (blog, AR) agents (blog) Broker LinkedIn Group Questions What productivity tools are What does customer- How many conferences to What is your brokerage How has business been What are your best What is your brokerage How much training do you your agents using? Any centric mean at your do you attend each year? doing with social media? since the home-buyer practices for motivating, doing to encourage and provide your agents? that have been adopted brokerage? What are Which are your favorites Can you measure specific credit expired? What new exciting and retaining your facilitate teamwork and What topics do you focus across the brokerage? your best practices around and why? new business from these promotions have you agents? resource sharing? on? Training & Education this? investments? instituted to replace it? Leadership (Ian) The best customer service Early listing season Why listings matter even Attracting & recruiting advice I ever received observations (blog) in a buyers market (blog) agents (blog) (blog) Agents & Teams (Scott) How to share best Team collaboration best How to be more efficient Combining resources practices across your practices (blog, AR) when you don't always across a team to increase team (blog, AR) share the same marketing impact (blog, workspace (blog, AR) AR) Sales & Marketing Advice (anon) Five seller appeasement Seller marketing tips from Best practices for listing strategies that won't break real estate veterans (blog, presentations (blog, AR) the bank (blog, AR) AR) Search & Web Tips (Thad) How to increase your Why your Web domain is How to be immediately How to help local Using social media to Twitter followers (blog, so important (and why it's responsive to your Web buyers/sellers find your market your listings (blog, AR) not) (blog, AR) leads (blog, AR) Web site (blog, AR) AR) Market Leader Voices Guest Posts: Broker Web site success stories (pull Guest Posts: Best customer service you ever gave or received Guest Posts: Tips and Tricks to Establish Yourself as the Market Leader Leadership Commentary from Exit customers) Five Ways to be a Market Leader 5 ways to improve your 5 ways to build a business 5 ways to instantly TBD TBD TBD TBD TBD (Video) search results (Thad) within a business (Ian) improve your customer service (Scott) Ian's Leadership Videos Five Characteristics of a Building a Customer- Why Lead Management Knowing when technology Successful Real Estate Centric Brokerage Matters (and why it's often is important, and when it's Business ignored) not
- 23. Repurposing
- 24. How to create more content • Write more ideas down • Keep a single, ongoing list of those ideas • Ideas, then outlines, then drafts • Write ahead of time • Use guest contributors
- 25. 10 sources of content inspiration 1. Customer questions 2. Stuff you read 3. People you disagree with 4. Your customer-facing teams 5. Trade press 6. Conferences, panels & Webinars 7. Twitter hashtags 8. LinkedIn Answers 9. The news 10. Things you see that are dumb
- 26. Keys to effective pipeline execution • Use a lead management system • Clearly define lead & opportunity stages • Focus on great content • Make it easy for prospects to self-select and move forward
- 28. Six reasons why your sales (might) suck 1. Are you selling to the right buyer? 2. Are you selling benefits or features? 3. Do you sound desperate? 4. Do your sales & marketing teams agree? 5. Do your customers want what you’re selling? 6. What are they saying behind your back?
- 29. When prospects go dark… 1. Try a different channel 2. Try a different contact 3. Share something unrelated 4. Try a different angle 5. Engage their influencers 6. Move on
- 30. Last Slide Last 1. Find & engage prospects “upstream” before they are active buyers 2. Understand your customer, product & objective before executing 3. Publish your own content to attract prospects 4. Practice customer-centric selling every day 5. Sales & marketing is too important to leave to salespeople and marketers
- 31. Don’t forget… matt@heinzmarketing.com
- 33. Want to Learn More? Sign up for a demo: actonsoftware.com blog.actonsoftware.com Can’t Wait? Call our hotline at: 1 (877) 530-1555 Email us: sales@act-on.net
Editor's Notes
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