The Power of Persistence
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The document discusses a sales formula for success in the IT staffing industry. It describes the hunting and farming stages of the sales process, where hunting involves initial outreach to prospects to get meetings, and farming involves building relationships with clients. The key aspects of the formula include maintaining an active campaign of 350 prospects at a time through consistent follow up, understanding buyers, having a sales process to shorten cycles, and using legitimate business reasons for outreach. Persistence is emphasized as the most important factor.
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The Power of Persistence
- 2. Henry Schuck Co-Founder & CEO DiscoverOrg @HenryLSchuck Chris Cosmos Founder and Managing Director HPO Professionals and Cosmos Sales Professional @DiscoverOrg 2
- 3. The Power of Persistence: A Sales Formula for Success in the IT Staffing Industry To be… MEMORABLE!!! @DiscoverOrg 3
- 4. IT‟S NOT COMPLICATED, IT‟S JUST NOT EASY “It takes a great deal of unspectacular preparation to produce spectacular results” @DiscoverOrg 4
- 9. The Ultimate Sales Machine Persuasive Selling Guerrilla Selling Covert Persuasion Selling the Invisible Selling Power Spin Selling Power Base Selling @DiscoverOrg 9
- 10. @DiscoverOrg 10
- 11. The Cosmos Sales Professional (CSP) Formula… … is a simple sales methodology developed over 17 years specifically for the IT staffing industry based on a great deal of strategic activity that must be tracked, triggered and executed on a daily basis. The formula is broken into two primary functions: Hunting & Farming. The goal of the hunting stage is to get to get to farming. Good farming, like cultivating, will lead to relationships, which will lead to orders, which will lead to placements, which will lead to the almighty $$$$. The CSP Formula, if executed correctly every day, is a sales process so consistent and repeatable that it allows the sales executive more time to focus on the customer‟s “buying cycle” and just as importantly, keep the top of the sales funnel constantly full. @DiscoverOrg 11
- 12. • “Active Campaign” - When a (Sales Rep) has a “to-do” triggered in their CRM associated with a particular prospect or client that is dated for sometime in the future. Typically, a sales rep will have at least 350 Active Campaigns going at one time. @DiscoverOrg 12
- 13. The turnover rate for sales professionals in our industry is over 50% during the first year The great majority of sales professionals in our industry DO NOT have a sales process 65% of initial sales calls in staffing are made to the wrong person You lose more than you win. A great deal of competition The favorite kitchen tool for the great majority of sales people in our industry is… @DiscoverOrg 13
- 14. @DiscoverOrg 14
- 15. You control your own destiny You‟re in the “life altering” business There are plenty of managers dying to work with you By the end of the hour, you will introduced to a sales process that works A good sales process is recession proof 15
- 16. Hunting VS Farming Science VS Art Proactive VS Reactive Understand our buyers Shorten each sales cycle Losing early is OK Your 100% Responsible… Having multiple LBR‟s Hunting is a number‟s game Farming is about listening & making a connection @DiscoverOrg 16
- 17. What is your number one key differentiator? What is it about your company that would turn a prospect into a client? Why would a prospect decide to work with your company? What makes your company different? Sales * Recruiter * Candidate Features & Benefits Website Database Brochure Pricing The Million Dollar Question? @DiscoverOrg 17
- 18. Hunting - The front-end of the sales cycle a sales rep partakes in starting with research, building your CRM, & active campaigning that leads to the initial contact. The primary functions of the Hunting phase includes organization, persistence, scripting, urgency and follow-up. The goal of Hunting is to get to Farming. Farming - The back-end of the sales cycle a sales rep partakes in while communicating in any fashion with the prospect. The primary functions of the Farming phase includes listening, rapport building, order qualification, connecting & overcoming objections. @DiscoverOrg 18
- 20. • • Active Campaign - When a sales rep has a “to-do” triggered in their CRM associated with an individual prospect or client that is dated for sometime in the future. Typically a sales rep will have at least 350 Active Campaigns going at one time. Legitimate Business Reason (LBR) – Answers the question… How can you be memorable and add value during the hunting phase? Why should a prospect or client take time out of their busy schedule to take your call, answer your email or meet with you? (W.I.I.F.M.) An LBR can be professional or personal. @DiscoverOrg 20
- 21. EMAIL: Subject Line: Something of interest for you Hi (IT Director / VP). I hope your day is going well. I read this morning that Your Company is planning an upgrade to Sharepoint 2013 from 2007. This past year I have helped Your Competitor 1, Your Competitor 2 and a company in your industry, staff for these types of migrations. Let me know if you have a moment next week for me to come by and introduce myself to you? @DiscoverOrg 21
- 22. Reach-Out - (Unique Progress & Maintaining the Campaign) - Any activity a sales rep does such as a phone call, email, hand written note, face to face meeting or other correspondence during the hunting or farming phase of the campaign. All reach-out‟s MUST be tracked in your CRM with a next action step (by you) triggered correctly. “Reach-outs are like breathing. The last breath you take is important, but not nearly as important as your next breath.” Trigger Mechanism - The process and CRM tool a sales rep uses to remind oneself when and how to follow-up with the prospect or client. It is 100% the responsibility of the sales rep to trigger their CRM tool with a follow-up date for that particular prospect or client. @DiscoverOrg 22
- 23. Make them feel important Kill „em with kindness Find common ground Personal or Professional Building rapport is connecting A connection can trump a commodity 90% of making a decision is driven by emotions What type of personality do they have? Usually requires… @DiscoverOrg 23
- 24. @DiscoverOrg 24
- 25. Understanding your competition They are everywhere They are always trying to break-up your business relationships Are they good? Are They bad? “Success creates corporate arrogance, I am a great subscriber to paranoia” – David Pottruck, former CEO of Charles Schwab @DiscoverOrg 25
- 26. From: _________________________________ Sent: Thursday, February 07, 2013 To: Chris@cosmossalespro.com Subject: New Business Prospects – Hello Hi Chris, My name is _______________________ I currently work for ___________________ in the capacity of a Business Development Executive. My company is a small IT solutions firm providing Mobile and Web app development services, along with high quality IT staffing services. I would like to extend this invitation with prospects of doing business with you. I sense that you must be getting such invites without a doubt of an acquaintance. I cannot assure you that its different here but what I can assure you is that the level of quality and professionalism in our services. I would appreciate if you can take a bit of time to have a small conversation with me and explore the idea of us doing business together @DiscoverOrg 26
- 27. “Nothing can take the place of Persistence. Talent will not. Nothing is more common than unsuccessful men with talent. Genius will not. Education will not. The world is full of educated derelicts. Persistence and determination alone are omnipotent.” @DiscoverOrg 27
- 28. Research through the moment of the first two-way communication Building your CRM Farming and hunting always go back and forth Active Campaigning either by making “unique progress” or “maintaining” each particular campaign Shorting each particular sales cycle Finding & using a Legitimate Business Reason (LBR) to reach-out What will this particular sales cycle look like The primary goal of Hunting?... Get to Farming! @DiscoverOrg 28
- 29. Know the difference between sales activity and sales strategy Are organized, persistent & different Work with urgency Know when to lose early Are friendly, outgoing and upbeat Know it‟s 100% their responsibility to maintain the campaign with every prospect & client Know how to do research on a company & hiring manager @DiscoverOrg 29
- 30. Create muscle memory Celebrate small victories Understand sales is a process Have a full pipeline of prospects and clients… Always Build and maintain their CRM accurately Use Legitimate Business Reasons all the time @DiscoverOrg 30
- 31. … are rarely used correctly by sales executives … are not Applicant Tracking Systems … are often not used as a management tool … are one of the primary reasons (excuses) why sales executives are NOT successful in our industry … are almost always an intricate part of a successful sales process @DiscoverOrg 31
- 32. Hunting + Farming = Active Campaigning Flexible Organized Reach-outs Prioritize Accountable Disciplined Be Yourself @DiscoverOrg 32
- 33. From: Chris Cosmos [mailto:chriscosmos13@yahoo.com] Sent: Monday, August 08, 2011 1:01 PM To: John Doe Subject: Re: Chris, are you still there? John, good job in following up with me! I just started my business and I have a great deal on my plate right now. DiscoverOrg will be one of the first investments I make once things settle down. Please stay in touch! From: John Doe [mailto:johndoe@jigsaw.com] Sent: Monday, August 08, 2011 1:15 PM To: Chris Cosmos Sounds great Chris, give me a call when you would like to move forward. John Doe , Sales Representative @DiscoverOrg 33
- 34. Day 1 - Hand written note (Solutions or Staffing) + 5 working days - scripted VM (referring to following up on the HWN) + 3 working days - scripted email #1 & VM (referring to following up on the HWN) + 3 working days - scripted LinkedIn invite #2 ( A feature and benefit) + 3 working days - scripted email #3 & VM ( Another feature and benefit) +6 working days - scripted email #4 & VM (LBR) +6 working days – scripted email #5 & VM +6 working days - scripted email #6 & VM (LBR) +6 working days – scripted email #7 & VM +10 working days - scripted email #8 & VM (LBR) +10 working days - scripted email #9 & VM +10 working days - scripted email #10 & VM (LBR) +10 working days - scripted email #11 & VM Repeat the process quarterly @DiscoverOrg 34
- 35. . How many licks does it take to get to the center of a Tootsie Roll Tootsie Pop…? How many reach-outs does it take to get to YES? No-no-no-no-no-no-no-no-no-no-no-YES!!! How many Yes‟ does it take to get to $$$$$? yes-yes-yes-yes-yes-yes-yes-yes- $$$$$? @DiscoverOrg 35
- 39. @DiscoverOrg 39
- 40. “It takes a great deal of unspectacular preparation to produce spectacular results” @DiscoverOrg 40
- 41. Henry Schuck Hschuck@discoverorg.com @HenryLSchuck Chris Cosmos chris@cosmossalespro.com 415-819-4785 Presenter Contact Info @DiscoverOrg 41