You did it! You attracted a valuable lead or two. Now it's time to make it count and get the most out of your marketing efforts with an intentional sales process. This presentation with special guest, Shauna Mace CEO and Growth Consultant of Shauna Mace LLC, will share exactly how financial advisors can increase their sales success through: - Shortening the sales cycle - Increasing conversion rates - Building referral relationships - Increasing efficiencies through technology and data.

1. You Got a Lead,
Now What?
Presented by
+ Shauna Mace
Growth Consultant and Coach

2. marketing@twentyoverten.com
Chief Marketing & Business Development Officer
Samantha Russell
@SamanthaTwenty
@linkedin.com/in/samanthacrussell/
www.twentyoverten.com | www.leadpilot.io

3. shauna@shaunamace.com
Growth Consultant and Coach
Shauna Mace
@shaunamace
@linkedin.com/in/shaunamace/
www.shaunamace.com

4. Sales success requires
persistent connection

5. Sales success requires
persistent connection

6. Capitalize on your marketing efforts
with a sales process
The benefits
If you are doing marketing (or are considering marketing) a
sales process is essential for many reasons
1
The components
There are four components of a sales process
2
How to build and use a pipeline
A step-by-step exercise to build your sales process
3

7. Capitalize on your marketing efforts
with a sales process
The benefits1
2

8. The Benefits
of a Sales Process
Shortened sales cycle
Increased conversion rate
Increased efficiency
Improved
experience
Enhanced referral relationships
Intentional growth

9. Capitalize on your marketing efforts
with a sales process
The benefits1
The components2

10. The 4 Components
of a Sales Process
An intentional and persistent approach
to move someone through a buying-
decision making process
Service
Feedback

11. Service
Feedback
Awareness
Consideration
Preference
Purchase
Loyalty
Advocacy

12. Service
Feedback
Awareness
Consideration
Preference
Purchase
Loyalty
Advocacy

13. Service
Feedback
Awareness
Consideration
Preference
Purchase
Loyalty
Advocacy

14. Awareness
Consideration
Preference
Purchase
Loyalty
Advocacy

15. Service
Feedback
Awareness
Consideration
Preference
Purchase
Loyalty
Advocacy

16. Service
Feedback
Awareness
Consideration
Preference
Purchase
Loyalty
Advocacy

17. Systematically
Manage and
Convert Leads with
a Pipeline
A PIPELINE ENABLES YOU TO:
1. Know where someone is in their
decision-making process
2. Act intentionally to progress
3. Gather useful feedback for the business

18. Capitalize on your marketing efforts
with a sales process
The benefits1
The components2
How to build and use a pipeline3

19. How to build and
use a pipeline
1. Stages
2. Milestones
3. Processes
4. Owners

20. Step 1:
Define stages
Keep stages simple
and defined
RECOMMENDED STAGES
1. Unqualified lead
2. Qualified lead
3. Proposal sent
4. Proposal accepted/rejected

21. Step 1:
Define stages
Keep stages simple
and defined
RECOMMENDED STAGES
1. Unqualified lead
2. Qualified lead
3. Proposal sent
4. Proposal accepted/rejected

22. Stage Milestones Process Owner
Unqualified
lead
Qualified lead
Proposal sent
Proposal
accepted /
declined
Sample pipeline process document

23. Step 1:
Define stages
Keep stages simple
and defined
RECOMMENDED STAGES
1. Unqualified lead
2. Qualified lead
3. Proposal sent
4. Proposal accepted/rejected
Sales tip:
Many CRMs including: Redtail,
Wealthbox, Salesforce and Junxure
have a pipeline tool, called
“opportunity”

24. CRM
integration
Redtail
Redtail

25. CRM
integration
Wealthbox
Wealthbox

26. CRM
integration
Salesforce
Salesforce

27. CRM
integration
Junxure

28. Step 2:
Define milestones
What is success at each
stage?
The primary milestones by stage
Unqualified lead Qualify they may be a good fit
Qualified lead Identify need(s) and solution(s)
Proposal sent Build rapport, gain buy-in and
overcome objections
Proposal
accepted/rejected
Get to a “yes” or “no” and if “yes”
action taken to formalize relationship

29. Step 2:
Define milestones
What is success at each
stage?
The primary milestones by stage
Unqualified lead Qualify they may be a good fit
Qualified lead Identify need(s) and solution(s)
Proposal sent Build rapport, gain buy-in and
overcome objections
Proposal
accepted/rejected
Get to a “yes” or “no” and if “yes”
action taken to formalize relationship
Sales tip:
Rationale isn’t enough to move
someone to act, it also has to feel
right. Understanding, acknowledging
and reducing obstacles (real and
perceived) helps.

30. Stage Milestones Process Owner
Unqualified
lead
Qualify:
∙ Have a discovery meeting/call
∙ Collect and complete qualification checklist
(define the attributes you qualify someone)
Qualified lead Identify need(s) and solution(s)
∙ Deep discovery to uncover values, goals
and fears
∙ Collect statements and financial information
in client portal
∙ Review your process and approach
∙ Review and agree on risk tolerance for IPS
and proposal
Proposal sent Gain rapport and buy in that solution(s)
outweigh the cost(s)
∙ Review proposal and onboarding process
Proposal
accepted /
declined
Becomes a client (or not)
∙ Sign client agreement
Sample pipeline process document

31. Step 3:
Define processes
How are you going to
accomplish the milestones?
This is an opportunity to decide if the activity stays in-
house or is outsourced, delegated or automated.
SAMPLE PROCESS: Book a discovery call
1. Follow-up to book call via email campaign in LeadPilot.
2. Lead follow up campaign to send an email immediately
once lead is received and two additional times within the
next five days, five outbounds over two weeks is good
3. Assign a call to a designated person if no meeting is
scheduling after 24 hours, call again three days later
4. Schedule call through Calendly

32. Step 3:
Define processes
How are you going to
accomplish the milestones?
This is an opportunity to decide if the activity stays in-
house or is outsourced, delegated or automated.
SAMPLE PROCESS: Book a discovery call
1. Follow up to book call via email campaign in LeadPilot.
2. Lead follow-up campaign to send an email immediately
once lead is received and two additional times within the
next five days
3. Assign a call task to a designated person if no meeting is
scheduling, call again three days later
Sales tip:
Timely and persistent follow up
increases your chances of success.
Use follow up as a way to validate
your value.

33. Book discovery call
campaign
Email 3-5 times over
two weeks, call at
least twice
Sample email #1
Tom,
Thank you for downloading The 3 Money Mistakes Doctors
Make (and How to Avoid Them).
We specialize in working with doctors, to provide creative
financial planning and investment solutions to help you regain
control over your time and financial well-being.
I’d love to learn more about you, your family and your financial
situation.
Schedule an introductory call so we can determine if we may
be able to address your unique wealth management needs.
In the meantime, you may find this video on tax planning
considerations for doctors of interest.
John Smith

34. Why you’re following
up
Sample email #1
Tom,
Thank you for downloading The 3 Money Mistakes Doctors
Make (and How to Avoid Them).
We specialize in working with doctors, to provide creative
financial planning and investment solutions to help you regain
control over your time and financial well-being.
I’d love to learn more about you, your family and your financial
situation.
Schedule an introductory call so we can determine if we may
be able to address your unique wealth management needs.
In the meantime, you may find this video on tax planning
considerations for doctors of interest.
Best,
John Smith

35. Your elevator
pitch,
written in
problem-solution
format
Sample email #1
Tom,
Thank you for downloading The 3 Money Mistakes Doctors
Make (and How to Avoid Them).
We specialize in working with doctors, to provide creative
financial planning and investment solutions to help you regain
control over your time and financial well-being.
I’d love to learn more about you, your family and your financial
situation.
Schedule an introductory call so we can determine if we may
be able to address your unique wealth management needs.
In the meantime, you may find this video on tax planning
considerations for doctors of interest.
Best,
John Smith

36. Clear next step
and call to action
(schedule time)
Sample email #1
Tom,
Thank you for downloading The 3 Money Mistakes Doctors
Make (and How to Avoid Them).
We specialize in working with doctors, to provide creative
financial planning and investment solutions to help you regain
control over your time and financial well-being.
I’d love to learn more about you, your family and your financial
situation.
Schedule an introductory call so we can determine if we may
be able to address your unique wealth management needs.
In the meantime, you may find this video on tax planning
considerations for doctors of interest.
Best,
John Smith

37. Additional,
relevant value
Sample email #1
Tom,
Thank you for downloading The 3 Money Mistakes Doctors
Make (and How to Avoid Them).
We specialize in working with doctors, to provide creative
financial planning and investment solutions to help you regain
control over your time and financial well-being.
I’d love to learn more about you, your family and your financial
situation.
Schedule an introductory call so we can determine if we may
be able to address your unique wealth management needs.
In the meantime, you may find this video on tax planning
considerations for doctors of interest.
Best,
John Smith

38. Follow-up with
a call
Sample call #1
Thank you for downloading The 3 Money Mistakes Doctors
Make (and How to Avoid Them).
We specialize in working with doctors like you. We provide
creative financial planning and investment solutions to help our
clients; regain control over their time and financial well-being.
We have additional content and resources for doctors, which
you may find of interest but I know you’re busy. Instead of
simply sending you more content I figured it would be best to
learn more about you and your situation to determine if we may
be able to help with your investment management and
planning.
Would you be open to a call this week?

39. Sample call #1
Thank you for downloading The 3 Money Mistakes Doctors
Make (and How to Avoid Them).
We specialize in working with doctors like you. We provide
creative financial planning and investment solutions to help our
clients; regain control over their time and financial well-being.
We have additional content and resources for doctors, which
you may find of interest but I know you’re busy. Instead of
simply sending you more content I figured it would be best to
learn more about you and your situation to determine if we may
be able to help with your investment management and
planning.
Would you be open to a call this week?
Why you’re following
up

40. Your elevator
pitch,
written in
problem-solution
format
Sample call #1
Thank you for downloading The 3 Money Mistakes Doctors
Make (and How to Avoid Them).
We specialize in working with doctors like you. We provide
creative financial planning and investment solutions to help our
clients; regain control over their time and financial well-being.
We have additional content and resources for doctors, which
you may find of interest but I know you’re busy. Instead of
simply sending you more content I figured it would be best to
learn more about you and your situation to determine if we may
be able to help with your investment management and
planning.
Would you be open to a call this week?

41. Relevant value
and recommend
next step
Sample call #1
Thank you for downloading The 3 Money Mistakes Doctors
Make (and How to Avoid Them).
We specialize in working with doctors like you. We provide
creative financial planning and investment solutions to help our
clients; regain control over their time and financial well-being.
We have additional content and resources for doctors, which
you may find of interest but I know you’re busy. Instead of
simply sending you more content I figured it would be best to
learn more about you and your situation to determine if we may
be able to help with your investment management and
planning.
Would you be open to a call this week?

42. Ask for
permission to
take next step
Sample call #1
Thank you for downloading The 3 Money Mistakes Doctors
Make (and How to Avoid Them).
We specialize in working with doctors like you. We provide
creative financial planning and investment solutions to help our
clients; regain control over their time and financial well-being.
We have additional content and resources for doctors, which
you may find of interest but I know you’re busy. Instead of
simply sending you more content I figured it would be best to
learn more about you and your situation to determine if we may
be able to help with your investment management and
planning.
Would you be open to a call this week?

43. Stage Milestones Process Owner
Unqualified
lead
Qualify:
∙ Have a discovery meeting/call
∙ Collect and complete qualification checklist
(define the attributes you qualify someone)
∙ Follow up using series of scheduling emails with Calendly
link
∙ Call weekly in addition to emails
∙ Complete intake on discovery call
∙ Manage pipeline in CRM
Qualified lead Identify need(s) and solution(s)
∙ Deep discovery to uncover values, goals
and fears
∙ Collect statements and financial information
in client portal
∙ Review your process and approach
∙ Review and agree on risk tolerance for IPS
and proposal
∙ Update CRM
∙ Review documentation, update in planning system
∙ Prepare and send proposal with recommend engagement
type and cost
∙ Follow up to review proposal and next steps
Proposal sent Gain rapport and buy in that solution(s)
outweigh the cost(s)
∙ Review proposal and onboarding process
∙ Follow up if no review meeting scheduled
∙ Send agenda in advance od review meeting
Proposal
accepted /
declined
Becomes a client (or not)
∙ Sign client agreement
∙ Prepare client documents for signature if accepted
∙ Review onboarding process and next steps
∙ Gather feedback if they decline proposal, why no?
Sample pipeline process document

44. Step 4:
Define ownership
Every process needs an
owner
An owner can be a person, team or technology

45. Step 4:
Define ownership
Every process needs an
owner
An owner can be a person, team or technology
Sales tip:
Formalize and communicate
ownership, and provide autonomy to
execute consistently

46. Stage Milestones Process Owner
Unqualified
lead
Qualify:
∙ Have a discovery meeting/call
∙ Collect and complete qualification checklist
(define the attributes you qualify someone)
∙ Follow up using series of scheduling emails with Calendly
link
∙ Call weekly in addition to emails
∙ Complete intake on discovery call
∙ Manage pipeline in CRM
∙ LeadPilot
∙ Calendly
∙ CRM pipeline tool
∙ TBD team member
Qualified lead Identify need(s) and solution(s)
∙ Deep discovery to uncover values, goals
and fears
∙ Collect statements and financial information
in client portal
∙ Review your process and approach
∙ Review and agree on risk tolerance for IPS
and proposal
∙ Update CRM
∙ Review documentation, update in planning system
∙ Prepare and send proposal with recommend engagement
type and cost
∙ Follow up to review proposal and next steps
∙ CRM
∙ Planning system
∙ TBD team member
Proposal sent Gain rapport and buy in that solution(s)
outweigh the cost(s)
∙ Review proposal and onboarding process
∙ Follow up if no review meeting scheduled
∙ Send agenda in advance od review meeting
∙ TBD team member
Proposal
accepted /
declined
Becomes a client (or not)
∙ Sign client agreement
∙ Prepare client documents for signature if accepted
∙ Review onboarding process and next steps
∙ Gather feedback if they decline proposal, why no?
∙ TBD team member
Sample pipeline process document

47. Pipeline metrics Gain insights by capturing
the following pipeline data:
1. Pipeline amount
2. Engagement type (if applicable)
3. Start and close date
4. Stage
5. Activity
6. Next step(s)
7. Source of pipeline opportunity
Sales tip:
Reporting on pipeline at least
weekly helps team identify what
essential data is missing and keeps
most important opportunities top of
mind.

48. Pipeline
analytics
Using the data captured you
can report on:
1. Expected inflows by discrete time periods
2. Length of sales cycle
3. Conversion rate
4. Health of pipeline (firm and individuals)
5. Source(s) of new business
Sales tip:
Recommend reviewing pipeline
KPIs monthly or quarterly as part of
business review

49. Use a sales
pipeline to
be persistent
and…
Shorten sales cycle
Increase conversion rate
Increase efficiency
Improve experience
Grow intentionally
Make the most of your marketing efforts

50. Get In Touch
marketing@twentyoverten.com
(855) 360-1732
twentyoverten.com or leadpilot.io

51. Get In Touch
shauna@shaunamace.com
(802) 598-7394
shaunamace.com
Shauna Mace
Growth Consultant and Coach