Does your Marketing Plan Really Deliver Sales?

Creating Value for Buyers

Introducing ADSPORTGuaranteed Sales Leads on Realistic Budgets

Why are Companies Successful?

They Provide an excellent product or service.

They Successfully Sell and Support what they produce.

5 Key factors Influencing Success

Lead Generation (Marketing)

Converting Leads to Sales

Lifetime Customer Value (annualised)

Operating Costs (Margin)

Reinvesting Profit to foster innovation

Lead Generation (Marketing)

Commonly known as Marketing

A lead is defined as follows;

A person or company that has expressed an interest in you or your product

Converting Leads to Sales

What problem or desire does Your product address?

What does solving that problem enable them to do?

Can the buyer assign a value to that new capability?

When do they want to have this new capability?

What is the cost of doing nothing?

Increasing Lifetime Value

Excellent Service & Support

Customer Relationship ManagementMake it easy for customers to buy and get support, wherever and whenever they want it.

Leads to Customer Loyalty

Brand Recognition & Value

Increasing margin (optimize costs)

Margin = Selling Price – Cost

2 ways to increase MarginIncrease Selling PriceReduce Cost of Production and Sales

Costs consist of two variablesFixed – constant regardless of production volumeVariable - relating to volume and sales

Protect Profit and Increase Wealth

FinancialMaintain cash flow at optimum cost Reinvest Profits – Strategic Planning

R&D – Innovation and diversificationIncrease production and sales capacity

LegalProtect Intellectual PropertyMitigate against contrary Conditions

HRPeople are your most vital asset

Focusing on the 1st - Marketing

Marketing - Providing a constant flow of quality leads.

Sales – Converting the leads into customers, in the shortest time, with a maximum lifetime value.

Before you spend a cent!

Do you know your Target Market?Do you know why they will Buy Your Product?Do you know how they put a value on it?

If Not, Don’t spend any money on Marketing – it won’t give you any return!

250+ Techniques fall into 7 Tactics

Lead Generation'sSecret Seven(ADSPORT)

Advertising

Direct Mail

Speaking

Publishing

Online

Referral

Telephone

The spokes in a wheelSupport the wheel

Keep it RoundAnd Turning Smoothly

To Keep YourLead Generation

Running SmoothlyAnd

Delivering Results

You need1 Technique

From each of the 7Tactics running

All the time

Tactic 1 - Advertising

Classic AdvertisingPrint, TV, and Radio

New WaveGoogle, Viral, Banner

InnovativeLuas Tickets, Space Shuttle, Taxi

PromotionalPOS, Product hand-outs, competitions

All Advertising MUST have a “Call-to-Action”

Tactic 2 – Direct Marketing

Printed and PersonalisedLetter, Flyers, postcards, newsletters

Electronic and PersonalisedeZines, Fax, Text, Newsreader

InnovativeCreative way of delivering targeted message to decision maker

Tactic 3 – Speaking

Company Run SeminarsAudio Tapes/CDsTrainingMedia Interviews (TV, radio)Guest Speaker

Excellent 1 to Many medium

Tactic 4 – Publishing

Media Interviews in PrintWeb Articles, BlogsPress ReleasesWhite PaperseBooksBooks “let me introduce you to the guy who

wrote the book”!

Tactic 5 – Online

Web PresenceMarketing and Sales ToolWhat should it achieve?

Sign up for newsletterAvail of ConsultationBuy ProductInform your prospects

Can it be seenSEO, Page ranking, Blogs, etc

Tactic 6 – Referrals

The Ultimate Lead Generation Tool

Commonly known as “Word of Mouth”

Have a StrategyAlways askMake it easyReward Referrers

Tactic 7 – Telephone

OutboundCold calling (never)Telemarketing agency

InboundScriptsInteractive Call to ActionDon’t Sell – set appointment

Focusing on the 2nd - Selling

Marketing - Providing a constant flow of quality leads.

Sales – Converting the leads into customers, in the shortest time, with a maximum lifetime value.

Converting Leads to Sales

Identifying – 10%

Valuing – 25%Qualifying – 50%Negotiating – 75%

Implementing / Supporting

Lead Generation

A good sales process ensures best sales practices get repeated

Converting Leads to Sales

What problem or desire does the product address?

What does addressing that issue enable the purchaser to do?

Can the buyer assign a value to that new capability?

When ideally do they need this by?

What is the cost of doing nothing?

Definition of the 3Rs

Solution Payback is expressed in terms of at least one of the following:

Revenue Growth

Reduction in costs

Regulatory Requirements

Sales Cycle 1 – Identifying – 10%

Solution payback mapped to 3Rs

Champion Identified

Timeline to Purchase agreed

Sales Cycle 2 – Valuing – 25%

Champion Visualizes 3R payback

Agreement to meet Decision Maker/s

3R Stakeholders Identified

Sales Cycle 3 – Qualifying – 50%

Decision maker confirms 3R payback

Evaluation criteria and plan agreed

Method of Finance agreed

Sales Cycle 4 – Negotiating – 75%

Evaluation criteria met or exceeded

Verbal agreement from DM

Contracts with Legal and Purchasing

Closed - 100%

You have the signed order and PO Number.

Customer is really looking forward to delivery.

You deliver and give great service.

Customer is now a prospect again!

3R Sales Process in Operation

Manual Pipeline analysis Enter appropriate number (1,2,3,4) when action done for each customer© 3R Consulting Ltd 1 1 1 2 2 2 3 3 3 4 4 4 5

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Sample 1 buying xyz product €100,000 50% €50,000 30/06/2004 yes 1 1 1 2 2 2 3 3 3 4Sample 2 blah €20,000 25% €5,000 30/06/2004 yes 1 1 1 2 2 2 3 3Sample 3 blah €12,000 10% €1,200 30/06/2004 yes 1 1 1 2 2Sample 4 blah €25,000 75% €18,750 30/06/2004 yes 1 1 1 2 2 2 3 3 3 4 4 4Sample 5 blah €120,000 0% €0 30/06/2004 yes 1 1Sample 6 blah €12,000 10% €1,200 30/06/2004 yes 1 1 1 2Sample 7 blah €111,000 50% €55,500 30/06/2004 yes 1 1 1 2 2 2 3 3 3 4 4

0% €00% €00% €00% €00% €00% €00% €00% €00% €00% €00% €00% €00% €00% €00% €0

Totals €400,000 €131,650

3R Definition:

Solution Payback Could be expressed in terms of:

Revenue Growth

Reduction in costs

Regulatory Requirements

A good SalesProcess meansYou can Track and Manage

all OpportunitiesIn a consistent

Fashion.

It Ensures that you

“Repeat Success”And

“Avoid Failure”

Can we help?

Do People really understand what you provide – We can help by;Assessing your current marketing plans and past campaignsCreating Marketing Messages for you, that ensure prospects understand the value of what you do.

Are you getting enough Quality Sales Leads – we can help by;Working with you set up and deliver the ADSPORT Lead Generation Program.Testing, adjusting and measuring all tactics, to maximise return on your spend.

Do you want to close more Sales faster without discounts – we can help by;

Assessing, training your Sales TeamsManaging your Sales TeamsPutting in place appropriate sales processes

Thank you for Participating

Your Business Growth Specialists Increasing Your Sales Delivering More leads Coaching Leaders for Success Motivating teams and groups

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