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Build a Marketing and Sales Process by Identifying Customer Pain

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Publicado el - Michael Halper of Laucnh Pad Solutions, Joined by Forest Cassidy of and Craig Klein of SalesNexus CRM and Email Marketing solution present the concept of understanding your customer's pain. How to question prospect for pain and how finding their pain helps you build power full content marketing campaigns and move prospects throught sales funnel.

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Build a Marketing and Sales Process by Identifying Customer Pain

  1. 1. Welcome! Be sure to join the audio portion of the meeting. See Audio in the GotoWebinar control panel. Ask questions by typing questions in the Questions area of the GotoWebinar control panel.Whats In It For Me? Building a Successful Marketing and Sales Process byIdentifying Your Customers "Pain"
  2. 2. Your Hosts:Craig Klein, CEO,  18 years as a sales executive. Hiring, training sales people. Developing lead generation and business development campaigns.Michael Halper, CEO, Launch Pad Solutions, Inc.  Author of “The Cold Calling Equation”. 20 years as a frontline sales, marketing and customer service leader.Forest Cassidy, CEO,  Millions of B2B contacts with emails, FREE
  3. 3. 2013 Sales Growth Webinar Series
  4. 4. Quick Recap of Last Week
  5. 5. Agenda• Key points – What is pain – Why it is important – Three levels of pain – Pain symptoms – Why pain is hard to find – Four tactics to uncover pain – Identifying Impact• What you will gain by attending this – Be better able to establish cold calls – Have better conversations – Generate more leads – Better qualify prospects
  6. 6. What is Pain• Something not working well – Causing a negative impact• Something could be working better – Results are not as good as could be• Are things great, good, ok, or could be better ? – Great or good: probably no pain – OK or could be better: likely pain
  7. 7. Why Pain is Important• No pain no change• No pain no reason to meet• Attention• Connection• Information• Qualification
  8. 8. Three Levels of PainPersonal Pain • Income Low bonuses, commissions, compensation • Career No recognition, no promotions / career path • Work Environment High workload, poor work–life balanceBusiness Pain • Revenue Low revenue / market share / close rate • Costs High cost of goods sold / labor cost • Customers Poor delivery of servicesTechnical Pain• Processes Slow, broken, or manual processes• Systems Poor system or employee performance• Employees Lack of reliability
  9. 9. Six Pain Symptoms1. Something not working well2. Something could be working better3. Process are time consuming4. Errors are being made5. High costs6. Low revenue
  10. 10. Not Working WellVehicle has mechanical challenges and not operating correctly• Symptom: The vehicle breaks down about three or four times a year.• Root cause: The systems and processes that vehicle uses are old or faulty and not working well• Technical impact: We are not be able to get to our destination• Business impact: We are not able to complete deliveries, and this causes a decrease in revenue and customer satisfaction.• Personal impact: We have to work late when this occurs, and that takes away time we would normally spend with our family.
  11. 11. Could be Working BetterVehicle is slow in terms of speed and performance• Symptom: We are not able to travel as fast as we would like or need.• Root cause: We are not using the right size or type of vehicle for our needs.• Technical impact: It takes us a little longer than needed to get to each destination.• Business impact: We cannot complete as many deliveries decreasing revenue.• Personal impact: Our compensation will be less.
  12. 12. Processes are Time ConsumingVehicle has manual features and controls• Symptom: It is time consuming to perform the tasks needed to operate the vehicle.• Root cause: Manual processes and systems• Technical impact: It can be very time consuming and labor intensive to fully operate the vehicle.• Business impact: Decreased our efficiency in completing our deliveries and this could impact our revenue and costs.• Personal impact: Our compensation will be less.
  13. 13. Errors are being MadeVehicle’s speedometer displays the wrong speed• Symptom: We have noticed that speedometer is not showing the correct speed.• Root cause: The device that is monitoring and displaying our speed is faulty.• Technical impact: We never know truly how fast we are going and this can impact us from a safety and vehicle operation standpoint.• Business impact: Could result in traffic violations and fines or create potential for accidents.• Personal impact: Operating the vehicle with unreliable information could make it unsafe, and this could potentially lead to physical injury.
  14. 14. High CostsVehicle is not fuel efficient.• Symptom: We have higher than normal fuel costs.• Root cause: Vehicle not be very fuel efficient or could be a fuel leak or the system might not be operating perfectly.• Technical impact: This lack of fuel efficiency means we are having to stop to refill our fuel more than we would like to and this is costing us valuable time.• Business impact: We are spending more money and time on fuel and this is impacting both revenue and profitability.• Personal impact: Decreased profitability could mean a decreased bonus.
  15. 15. Low RevenueWe are not making enough money.• Symptom: We have lower revenue than we would like.• Root cause: Not able to optimize the use of the vehicle.• Technical impact: Not able to complete enough deliveries• Business impact: By not accomplishing as many meetings and deliveries, our overall revenue is lower than we would like.• Personal impact: The low revenue is impacting profitability, and that will decrease our profit sharing cut at the end of the year.
  16. 16. Why Pain is Tough to Find 1. State of denial 2. Case of latent pain
  17. 17. Four Tactics to Uncover Pain1. Rating questions2. Give pain examples3. Wish list questions4. Disqualify
  18. 18. Rating Questions• Adding a scale of 1 to 10 to a question “How happy are you with the level of service from your current provider, on a scale from one to ten?”• Provides opportunity for follow-up “Great. Do you mind if I ask why you gave a rating of 8? What would need to be changed to get you to a nine or a 10?”
  19. 19. Give Pain Examples• Sharing examples of pain that other prospects or clients often experience “We work with a lot with businesses that say it is time consuming and difficult to run a global report. Is that something that you can relate to?”• Can share one example or share multiple during a cold call
  20. 20. Wish List Questions• Asking questions to identify what the prospect would wish to change “If you could wave a wand and have any functionality added to your current system, what would you add?” “If you could eliminate any of the existing challenges, which would you get rid of first?” “If you could eliminate any of the existing manual processes, which would you automate first?”
  21. 21. Disqualify• Disqualify the prospect from having pain – “Well, it sounds like you all are doing pretty good.”• Prospect will either disagree with your disqualification or confirm it• Last resort tactic to try to uncover pain
  22. 22. Identify Impact1. Impact on a technical level2. Impact on a business level3. Impact on a personal level
  23. 23. Magnify or Minimize Pain• Magnify Pain – Identifies that the pain impact is problematic – Qualifies a prospect – Helps to create a lead• Minimize Pain – Identifies that the pain impact is marginal – Disqualifies a prospect – Avoids creating a low quality lead
  24. 24. Using Pain to Improve Emails• Identify the pains that you help to resolve – Not able to generate leads• Build content pieces – 3 Ways to Generate More Leads• Send email with content piece – Develop a pain focused subject line• Pain will help to grab the prospect’s attention• Track “clicks” and “opens”
  25. 25. Your Ideal Prospect’s Pain1. Identify the value you offer2. Try to look for the challenges that that resolves Or go to
  26. 26. If You Want More Help• The Cold Calling Equation – Problem Solved – Available on Amazon - $15.95• One-on-one phone coaching – Four 30 minute sessions for $200 – Special offering five sessions for $200 this week• Sales training programs – Web-based and live programs available• SalesScripter – – Walk-through services available
  27. 27. Join us next Wednesday! Michael Halper, author of “The Cold Calling Equation” “How to Qualify Sales Leads and Focus on Sales Growth that’s Profitable”January 30th at 4pm ETRegister here -
  28. 28. Start Today!FREE for 30 days!Upload your own list with emailsGet 500 contacts w/ emails from LeadFerret!Create templates and campaignsSend blasts (up to 50,000 each month!)Generate Leads!Close Sales!