How to Reduce the Pain of Prospecting [Webinar Slide Deck]

Reducing the Pain of
Prospecting: Approaches and
Tactics to Help You Better
Engage with Your Buyer
October 21, 2014
1© Copyright CustomerCentric Systems,
LLC All Rights Reserved Confidential

Today’s Speakers
O John Holland, Chief Content
Officer and Co-founder/Co-author,
CustomerCentric Selling®
O Mark Roberge, Chief Revenue
Officer, HubSpot
2© Copyright CustomerCentric Systems, LLC
All Rights Reserved Confidential

Business Development
The most unstructured part of an unstructured profession.

Is Cold Calling Dead?
An AMA study concluded:
• 4% of cold calls are answered
• 7.2 contact attempts are needed
• Most sellers make 1-3 attempts
A Miller Heiman study (7.2 M dials) concluded world-class reps were
more productive than average sellers in Bus Dev efforts:
• 2.67 times more meetings
• 4.19 times more referrals
Best practices can positively impact results.

Problems with Traditional Bus Dev
Efforts
• Random activities vs. process
• Offering-centric
• Target people that can’t buy
• Sellers “wing it”
• Phone or email campaigns

Your Objective In Bus Dev
• Generate interest in your offerings?
• Create curiosity with business issues that
can be addressed with your offerings.

Why Would A Sales VP
Consider Buying CRM?
Potential latent business issues:
1. Inaccurate forecasts
2. Missed revenue targets
3. Long ramp-up times for new hires
4. High turnover
For each issue, create:
- Phone/voicemail scripts
- Pre-formatted emails
- Relevant collateral
Create a fifth and final phone/voicemail script/email

Sample Prospecting Script (4%)
8
Hi, this is John Holland
with ABC Systems.
Missed forecasts often result when sellers work
on unqualified opportunities.
I’ve helped sales executives improve forecast accuracy.
Can I share a brief story explaining how?
• If “yes”, share a Success Story.
• If “no”, offer the other menu issues.
© Copyright CustomerCentric Systems, LLC

Voicemail:
80 - 90% of the time
9
Reference the issue and commit to sending an email:
This is John Holland with ABC Systems. The reason for my call is that missed
sales forecasts often result when sellers work on unqualified opportunities.
I’ll send you an email with a quote from a VP Sales that was able to improve
forecast accuracy. I hope you’ll find time to review it and find it relevant.

Collateral with Emails
10
Reference the title and issue in the email and include collateral.*
For example:
“Sellers consistently overstated pipelines. I had to reduce forecasts with gut
feel. Applying historical close rates at defined milestones to each seller’s
pipeline allowed me to forecast within 7% of revenue over the last 6 months
and gain credibility with my CFO.”
--Vice President of Sales of a technology company
*Embed rather than attach to reduce SPAM filters issues.

Chris,
As promised I wanted to provide challenges that sales executives have addressed through
the use of our offerings. ABC Systems helps clients define and enforce electronic pipeline
milestones. Many sales executives face the following issues:
“Each month I guess how much to reduce sales forecasts I receive.”
“My managers struggle to determine if sellers have enough in their pipelines.”
“New hires take 8 months to close their first sale.”
“Turnover is high because managers can’t coach reps through opportunities.”
I’ll call tomorrow to address questions you may have and determine if these issues may
be relevant to Steve. If so, I’d welcome an opportunity to schedule a call with him.
John Holland
ABC Systems
(617) 555-5555
Offer to Send an Email to Admins

Fifth Attempt If Prospect
Answers Your Call
Steve, this is John Holland with ABC Systems. Over the last few weeks I’ve tried to
contact you about issues sales executives face:
• Inaccurate forecasts
• Inadequate pipeline to achieve quota
• Long ramp-up times for new hires
• High turnover
Are any of these issues relevant to you? (Try to uncover one or more issue. If
successful see if you can start a discussion and schedule another time to talk.)
If unsuccessful, close the call: I appreciate your time. At this point it appears
you’re all set. Please keep me in mind if any issues arise in the future.
Note: A similar message would be in your fifth touch in your voicemail and email.

If No Contact Is Made With
A Targeted Title
• 4 voicemails would have been left.
• 4 emails (with collateral for issues 1- 4) would have been sent.
• A 5th and final attempt summarizing the issues would be made with a
voicemail and email.
The seller will have executed a maximum of 10 attempts, exceeding the
AMA statistic of 7.2 contacts.
Consider contacting another Key Player in the organization by focusing on
his of her menu of issues.

Bus Dev As a Process
• Target titles that can fund unbudgeted initiatives
• Create menus of business issues for each (why would they buy?)
• Create scripts/emails/collateral to turn latent needs into active needs
• Research the prospect (LinkedIn, Facebook, etc.)
• Research the company (Website, “triggering events”, etc.)
• Combine phone/voicemail with email (“Thunder and Lightning”)
• Define the frequency of touches (every 3 business days?)
• Dedicate time each day to Bus Dev (# calls?; time of day/week?)
• Execute a process with a sequence of touches

Prospecting Example in
HubSpot Context

Researc
h
Monitor and
React
Modern Prospecting
Approach
360 View of a Lead’s Context with Your Company
Available at www.getsidekick.com
Modern Sales Prospecting:
Use CONTEXT

Research
Monitor and
React
Modern Prospecting
Approach
Social Media Website Email
Enable sales reps to monitor prospects’ activities
across social, web, and email.
Use CONTEXT

Research
Monitor and
React
Modern Prospecting
Approach
HOW DOES
THAT WORK?
Use CONTEXT

“Hi John. This is Mark from HubSpot. I noticed you downloaded our eBook on
B2B Lead Generation through Facebook. I took a look at your company
Facebook presence and had two quick ideas to run by you. I will email them to
you now. Let me if you would like to go over them.”
5/27 at 7 AM
#1
Use CONTEXT

“Hi John. This is Mark from HubSpot. I noticed you downloaded our eBook on B2B Lead Generation through
Facebook. I took a look at your company Facebook presence and had two quick ideas to run by you. I will email
them to you now. Let me if you would like to go over them.”
Voicemail #1 5/27 at 7 AM
“Hi John. This is Mark from HubSpot. I found a case study of one of our
customers in your industry that increased their lead flow by 50% using
Facebook. I will email you the case study and am happy to walk you through
their process when you have a moment.”
5/29 at 6 PM
#2
Use CONTEXT

“Hi John. This is Mark from HubSpot. I noticed you downloaded our eBook on B2B Lead Generation through Facebook. I
took a look at your company Facebook presence and had two quick ideas to run by you. I will email them to you now. Let
me if you would like to go over them.”
5/27 at 7 AM
“Hi John. This is Mark from HubSpot. I found a case study of one of our customers in your industry that increased their lead
flow by 50% using Facebook. I will email you the case study and am happy to walk you through their process when you
have a moment.”
5/29 at 6 PM
“Hi John. This is Mark from HubSpot. I actually ran your marketing grader
report side by side with the HubSpot customer in your vertical. The report
yields a few additional opportunities for lead generation in social media. I’ll
email you the report now and am happy to walk you through it.”
6/1 at 12 PM
#3
Use CONTEXT

“Hi John. This is Mark from HubSpot. I noticed you downloaded our eBook on B2B Lead Generation through Facebook.
I took a look at your company Facebook presence and had two quick ideas to run by you. I will email them to you now.
Let me if you would like to go over them.”
5/27 at 7 AM
“Hi John. This is Mark from HubSpot. I found a case study of one of our customers in your industry that increased their
lead flow by 50% using Facebook. I will email you the case study and am happy to walk you through their process when
you have a moment.”
5/29 at 6 PM
“Hi John. This is Mark from HubSpot. I actually ran your marketing grader report side by side with the HubSpot
customer in your vertical. The report yields a few additional opportunities for lead generation in social media. I’ll email
you the report now and am happy to walk you through it.”
6/1 at 12 PM
6/4 at 10 AM
“Hi John. This is Mark from HubSpot. I have not heard back from you so I am going to
assume that generating more leads through social media in 2013 is no longer a priority.
Call me anytime if things change.”#4
Use CONTEXT

* Data has been altered from actual HubSpot data for the purposes of this presentation.
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Profitability
Sales Attempts
Small Business Mid-Market Enterprise
The Sales SLA
Calculate the ideal number of sales attempts for each type of lead

(6.4 Million Sales Emails
Analyzed)

Which emails had a higher
Open Rate?
Emails with a Subject or No
Subject?

Emails sent on Monday, Friday
or Sunday?
Which emails had a higher
Open Rate?

Try Scheduling Prospecting Emails
on the Weekend

Using Technology on the
Sales Front Line

Traditional Lead Sourcing FASTER Lead Sourcing with Sidekick
10 Minutes. 10 Clicks. 1 Lead Sourced10 Minutes. 10 Clicks. 10 Leads
Sourced
FASTER Lead Sourcing Using Technology

FASTER Prospecting Using Technology
 Leave prospect voice mail
 Copy and paste email template. Manually
personalize.
 Send prospect email
 Log voice mail in CRM (3 clicks)
 Log email in CRM (3 click)
 Schedule next attempt (w/o SCIENCE)
(4 clicks)
 Leave prospect voice mail
 Send prospect email. Template available
in email client and automatically
personalized.
 Voice mail auto logged in CRM (0 clicks)
 Email auto logged in CRM (0 click)
 Next attempt scheduled (w/science)
(0 clicks)

Align Sales and Marketing with Content
Presentations
• Sales shares collateral
with prospects. Sales
is notified when
prospects view the
collateral and which
pages are viewed.
• Marketing validates that
Sales is using the most
up-to-date content and
knows which content
customers are
engaging with.

Diversify Outbound
Demand Generation with
Inbound

How do YOU buy?
Cold call? Cold Email? Google Search? Social Media?

Inbound Marketing: Get Found When and
Where Prospects are Searching
BLOG SEO SOCIAL MEDIA

“JOURNALISTS hold the
keys to the future of sales
and marketing.”

1
eBook w/ LP / Month
Create Your Content Engine

4
Blog Posts / Month
1
eBook w/ LP / Month

4
Blog Posts / Month
FB Posts / Month
8
1
eBook w/ LP / Month

4
Blog Posts / Month
FB Posts / Month
8
Tweets / month16
1
eBook w/ LP / Month

4
Blog Posts / Month
FB Posts / month
8
Tweets / month
16
1
eBook w/ LP / Month

Setup Your Salespeople as
Thought Leaders

“Modern sales feels more like
a Doctor/Patient relationship
than a Salesperson/Prospect
relationship.”

Enable salespeople to Sell Better Faster with
HubSpot’s all-in-one sales acceleration product.
Say goodbye to manual tasks and confusing
features. Say hello to HubSpot CRM.
www.hubspot.com/sales
Take back your inbox with tools that make
email better for everyone, including
salespeople.
www.getsidekick.com

Questions?
www.customercentric.com
www.hubspot.com
Additional questions: jperez@customercentric.com
@Official_CCS
@HubSpot
@MarkRoberge

How to Reduce the Pain of Prospecting [Webinar Slide Deck]

Recomendados

Recomendados

Más contenido relacionado

La actualidad más candente

La actualidad más candente (20)

Similar a How to Reduce the Pain of Prospecting [Webinar Slide Deck]

Similar a How to Reduce the Pain of Prospecting [Webinar Slide Deck] (20)

Más de CustomerCentric Selling

Más de CustomerCentric Selling (6)

Último

Último (20)

How to Reduce the Pain of Prospecting [Webinar Slide Deck]

Notas del editor