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Do you wish your little black book was filled with names of promising new clients? Are you searching for new revenue sources, outside of your existing network? Learn from MBO Associate Bret Smith, an expert in lead generation. In this webinar, he shares the strategies he calls “High Impact Prospecting,” clever methods to successfully locate and message your target audience.
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THE CONSULTANT’S GUIDE TO LEAD GENERATIONTHREE STEPS TO SECURING NEW LEADS
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MODERATOR
STEVE ARHANCETDirector of Consultant Services
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WEBINAR CONTROLS
The full screen iconmaximizes thepresentation area.
The chat box allows you to send a question to the presenter.
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ABOUT SPEAKERBret Smith• Founder, Managing Principal
at High-Impact-Prospecting• 25 years experience in sales,
marketing and business development
• Content contributor and blogger
• Solo practice owner, MBO Associate
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• The biggest challenge facing solo practice owners is securing the next big project.
• Do you wish your little black book was filled with names of promising new clients?
• Are you searching for new revenue sources, outside of your existing network?
INTRODUCTION
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1. How to RESEARCH a target audience
2. How to ACQUIRE contact information
3. How to COMMUNICATE with targeted messages
TODAY’S KEY TAKEAWAYS
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RESEARCH
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• LOCAL• Business publications• Filings for incorporation• Trade organizations
HOW TO RESEARCH A TARGET AUDIENCERESEARCH
• NON-LOCAL• Web-based resources• Business-to-business
social media
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Two Ways to Contact:1. Via phone or email
2. Via social media for business
HOW TO RESEARCH A TARGET AUDIENCERESEARCH
EMAIL AND VOICE
Zoom Information
Data.com
Hoover’s
BUSINESS SOCIAL MEDIA
Industry Websites
Manta
Plaxo
Merchant Circle
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ACQUIRE
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HOW TO ACQUIRE CONTACT INFORMATION
ACQUIRE
EMAIL AND VOICE BUSINESS SOCIAL MEDIA
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• Print media, direct mail, radio and TV are not cost efficient for professional B2B services promotion.
• Extending your expertise via social media and the web is much more effective.
• Communication via email and voice is TARGETED—push rather than pull.
WHY ARE EMAIL & VOICE BEST?ACQUIRE
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COMMUNICATE
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• EMAIL - personalized email as a prospecting tool integrated with voice prospecting to inform and educate sales prospects
• VOICE - as a means to “cement” the process and close for next level of interest, and to increase overall outcomes
• APPEAL - informed peer-level appeals targeted towards prospects’ areas of responsibility/interest
• MESSAGE - meaningful messaging in email and voice
• FOLLOW-UP - persistent follow-up and engagement with the prospect
KEY ASPECTS OF THE H-I-P METHODOLOGYCOMMUNICATE
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• CONTACTING PROSPECTS enough times, in the right context and in the right rhythm, increases the “prospect engagement rate” by as much as 100% - i.e., doubles your potential opps
• Converged email, voice and social media communication keeps you in front of prospects for a longer period, and the consistent thread of communications helps them remember who you are and WHAT YOU WANT TO DISCUSS – via “meaningful messaging”.
• This process of persistent engagement in alignment with widely-held industry beliefs as to the most efficacious number & manner of TOUCHPOINTS needed to achieve response.
WHY H-I-P WORKSCOMMUNICATE
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THE TOUCH POINT PROCESSCOMMUNICATE
#1 #2
#3
Send email Make phone call
#4
#5 #6
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• Follows the format of an Executive Summary using bullet points to hit key points, pertinent to the position/individual and the organization, includes:
Respectful tone Thoughtful subject line (this can make a big difference) Opening and closing thank you A “presumptive” statement about Autotask Mention of companies in their space who you currently
work with (optional) A descriptive, bulleted list of benefits, not features Initial call to action
TOUCH POINT #1: EMAILCOMMUNICATE
#1
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TOUCH POINT #1: SAMPLECOMMUNICATE
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TOUCH POINT #1: ANALYSISCOMMUNICATE
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TOUCH POINT #1: ANALYSISCOMMUNICATE
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TOUCH POINT #1: ANALYSISCOMMUNICATE
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• Shorter and more concise• Timing: 3 business days after #1 if no initial response• The subject line and body of the message is a call to
action for a specific discussion time by phone, or permission to provide collateral
• Contains succinct bullets stating benefits, not features
TOUCH POINT #2: EMAILCOMMUNICATE
#2
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• If contact is made via voice mail:• Leave a recording that is engaging, professional and
consultative in tone• Speak for 30-60 seconds• Provide a specific value proposition• Reference collateral you will send via email• Give a call to action (meeting request, etc.)• Provide your contact information
• If first four touch points do not engage the prospect:• Continue through #6 at 3 business-day intervals• If no response, do not contact for at least 90 days
TOUCH POINT #3 & #4- PHONE CALL & EMAILCOMMUNICATE
#3
#4
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TOUCH POINT #3: THE VOICEMAILCOMMUNICATE
“Good afternoon, Ken.”
“My name is John Johnson with Autotask Corporation.”
“Ken, I’m leaving this voice mail for you in follow-up to my email a few days ago in which I invited you to further explore with me Autotask’s all-in-one web-based software solution which helps you sell, implement, deliver and bill your services more efficiently, and more profitably.
“If you recall, our fully-hosted solutions provides you with a service desk, contact management, outsourcing, contract administration, time tracking, billing, reporting and business analytics -- all running off the same database and accessible from a single screen.”
“The next step you and I can take together on this, Ken, is a web-based demonstration.”
“Should your schedule permit later this week, I’d like to make arrangements. Can you call me back at your earliest convenience?”
“You can reach me directly at xxx.xxx.xxxx, or via email at [email protected] .”
“Thanks for your time, and I look forward to hearing from you, Ken.”
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TOUCH POINT #3: THE VOICEMAILCOMMUNICATE
Address prospect in the familiar
“Good afternoon, Ken.”
State full name and company
“My name is John Johnson with Autotask Corporation.”
Use prospect’s name a 2nd time, refer to prior email
“Ken, I’m leaving this voice mail for you in follow-up to my email a few days ago in which I invited you to further explore with me Autotask’s all-in-one web-based software solution to helps you sell, implement, deliver and bill your services more efficiently, and more profitably.”
Make a brief, emphatic, and meaningful statement of uses/benefits
“If you recall, our fully-hosted solutions provides you with a service desk, contact management, outsourcing, contract administration, time tracking, billing, reporting and business analytics -- all running off the same database and accessible from a single screen.”
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TOUCH POINT #3: THE VOICEMAILCOMMUNICATE
Suggested specific next step
“The next step you and I can take together on this, Ken, is a web-based demonstration.”
Call to action with specific time frame
“Should your schedule permit later this week, I’d like to make arrangements. Can you call me back at your earliest convenience?”
Leave phone number AND email address
You can reach me directly at xxx.xxx.xxxx, or via email at [email protected].”
2nd Thank You, 3rd use of prospect’s name and an optimistic…not insistent…closing
“Thanks for your time, and I look forward to hearing from you, Ken.”
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1. How to RESEARCH a target audience
2. How to ACQUIRE contact information
3. How to COMMUNICATE with targeted messages
QUESTIONS?
CONCLUSION
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• High-Impact-Prospecting, LLC• www.high-impact-prospecting.com• 90 State Street, Suite 700 Albany, NY 12207• 1-518-591-4665• [email protected]
CONTACT BRET SMITH
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• EMAIL [email protected]
• VISIT OUR WEBSITEwww.mbopartners.com
• FOLLOW US ON TWITTER@mbopartners
• SIGN-UP FOR ADDITIONAL INFORMATION• Receive updates for upcoming webinars - email
[email protected]• Sign up for our Independent Consulting Brief at
WANT TO LEARN MORE?
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THANK YOU
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