Proactive Prospecting Working Session Strategy - 60 Min Prospectin… · 19-10-2005 · © 2019...

transcript

Proactive Prospecting

StrategyWorking Session

Organic Growth & New Business Training Specialists

Proactive Prospecting

Strategy

Address Best Practices to Open Doors and Convert New Prospects

Organic Growth & New Business Training Specialists

Proactive Prospecting Provides Huge Opportunity

You Can Take More Control

You’re Not Directly Competing Against Other Agencies in a Messed up RFP

The Prospect Isn’t Under the Microscope of an RFP, Feeling Watched by All Their Peers(To Be Sure the Right Decision Is Made)

There Are Ways to Scalethe Entire Prospecting Process

With a Competitive Review/RFP,You Do a Ton of Work and Get One Shot

Often, All the IP Then Gets Tossed

Some of the Biggest Challenges We SeeWith Proactive Prospecting

“Everyone Is Responsible”

Someone Selected to Do Prospecting

Often Unqualified for Prospecting(“They’re Available” or “All We Have”)

Already Exhausted

On Top of Their Day Job

No Understanding of What Clients Really Want

No Unique Agency Positioning

No Unique Messaging

What Are Some of the Biggest Challenges You Face With Prospecting?

Let’s Step Back & Look at What Clients Are Buying…

1. Business Impact

2. Category Knowledge+

1. Business Impact

2. Category Knowledge

3. Genuine Target Audience Insight

Clients Are Asking Agencies – What Will You Impact?

SoftObjectives

Marketing Objectives

SoftObjectives

Marketing Objectives

BusinessObjectives

Targeting

Prospecting Content

Targeting

Prospecting Content

Prospect Outreach Conversion

NADINE2:55

Targeting

Prospecting Content

Challenge

Agencies Are Overwhelmed by Prospecting Lists

Challenge

Agencies Are Overwhelmed by Prospecting Lists

Thwarts Meaningful Progress Against Conversion

Mirren Response

Identify + Prioritize Those Prospects With the Shortest Sales Cycle

Ideally, You Want Lots of Prospects

However, Not Every Client in World Will Value Your Experience

Prioritize

The Shortest Sales Cycle?

Those Categories Where Your AgencyHas the Most Knowledge

You’re Either an Insider or an Outsider

If You Know the Category,Know the Unique Language, Know the Unique KPIs,

You’re an Insider

If You Know the Category,Know the Unique Language, Know the Unique KPIs,

You’re an Insider

If You Don’t, You’re an Outsider

Clients Buy Far More Quickly From Insiders

And Far More Slowly (Although Rarely Ever Anymore) From Outsiders

Prospecting Focus Achieves Scale In Your Prospecting Program

When You Do Research for a Category of Prospects, You Create Content for

Dozens of Potential Clients

Your First Target Category

Your Targeting – Apply Criteria

Perceived Credibility

Market/Revenue Potential

Speed to Market w/Deep Insights

Market/Revenue Potential

How Are You Currently Prioritizing Prospects?

Targeting

Prospecting Content

NADINE3:10

Targeting

Prospecting Content

Challenge

Clients Are Not Responsive to Requests for First Meetings

Challenge

Difficulty in Getting On Calendar

Challenge

Difficulty in Getting On Calendar

Difficult to Convert to New Assignment

Do You Think Shopping Around Your CapabilitiesWould Get You in the Door?

Why Would It?

61,000+ Marketing Services Firms in the U.S.

Do You Think Shopping Around Your CapabilitiesWould Get You in the Door?

Mirren Response

Reconsider the First Meeting –It’s Not About You or Your Agency

Mirren Response

Reconsider the First Meeting –It’s Not About You or Your Agency

Instead of Generic Capabilities, Provide Content That Will Help Your Prospect

Unlock Business Growth

Your Prospecting Content

Category-Specific Target Audience Insight

You’re Looking for 4 or 5 CategoryInsights/Trends for Their Target Segment

Enough to Sustain an Hour Long Conversation

Research About Other TopicsIs Too Generic

ie, Research About Channels/Target Demos (Social Media, Millennials)

No Category = No Specific Benefit

ie, Research About Channels/Target Demos (Social Media, Millennials)

When You Do Research for a Category of Prospects,

You Create Content for Dozens of Potential Clients

Let’s Look at Some Research Examples

FONT & COLOR

Uncover New Insight IntoCategory-Specific Purchase Motivation

Keep It Focused, Keep It Simple

The Simplest Methodologies Can Yield the Most Meaningful Insight

Another Option…

Path To Purchase:Vacation Travel

Vacation Trigger(Work, Friends, Need a Break, etc.)

Dreaming(Magazines, Online Articles, Movies/TV, Social

Media, Advertising, etc.)

Planning(Specific Research, Cost Assessment, Reviews, etc.)

Booking(Airline Search, Hotel Search, OTAS, etc.

Booking Modifications(Hotel, Itinerary, Restaurants, Upgrades, etc.)

Pre-Travel Preparation(Clothes, Bags, Further Itinerary

Development, etc.)

Travel Experience(Flight/Hotel/Itinerary Experience)

Sharing(Social Media)

Development, etc.)

Travel Experience(Flight/Hotel/Itinerary Experience)

If It’s Generic,Clients Won’t Value It As Much

(“I think I saw this in marketing 101”)

If It’s Generic,Clients Won’t Value It As Much

(“I think I saw this in marketing 101”)

If It’s Generic,It Doesn’t As Effectively Correlate Your Work Back

to Category-Specific Business Outcomes

Create the Category-Specific Model

Internally As a Team, Audit the Category(+ Each Prospect) Through Each Step of the Model

Identify Challenges Holding Them Back,or Opportunities They’re Missing

Then, Come up With Strategies to Fix Those Challenges or Capitalize

on the Missed Opportunities(This Will Inform the Discussion Within Your First Prospect Meeting)

Introduce the Model

Share a Basic Version of Your Model

Introduce the Model

Share Your Key Findings (POV)

Introduce the Model

Share Your Key Findings (POV)

Walk the Prospect ThroughHow to Capitalize on Your Findings (POV)

You Create Content for Dozens of Potential Clients

Strategies for the ClientAll Grounded in Driving Their Business KPIs

Impacts Your Positioning of a Project Idea(Not the Way You Might Currently Think)

Wrong“We’d like to present a proposal to rebuild the

product information portion of your site”

Wrong“We’d like to present a proposal to rebuild the

product information portion of your site”

Instead“We’d like to present a proposal to increase

lead generation from your site”

Asking for a ProjectAlways Lead With the Business Benefit

Select a Business / Marketing Goaland Focus on It

Prepared for

Washington FederalTo Drive New Accounts Opened, Cross Sell & Assets Under Management

Bond Street DigitalRegional Bank Marketing Team

The PointInsight-Rich Learning That Will Impact Purchase Behavior

What Is Your Approach to First Meeting Content?

What Has Worked? What Hasn’t?(Be Specific)

Targeting

Prospecting Content

NADINE3:20PM

Targeting

Prospecting Content

Challenge

Clients Are On The Receiving End of Dozens of Outreach – And It All Sounds the Same

“We’re a really good agency, have clients the likes of Frontier Hotels, West Valley Bank, 3M

and Jack in the Box. We’d love to come in and show you what we can do for you…”

“We’re a really good agency, have clients the likes of Frontier Hotels, West Valley Bank, 3M

and Jack in the Box. We’d love to come in and show you what we can do for you…”

The Single Most Dated Approach to Prospecting

SalutationDear Debra,

Friendly Ice Breaking Opening CommentI hope this finds you well.

IntroductionWe are an agency specializing in creating unique programs for clients that drive consumer engagement and deliver business results.

SellWe do great work for lots of clients like Mondelez, we think that our agency is a perfect fit for your brands, and we’d like 20 minutes of your time to tell you more.

The CloseWhat day next week is good for you?

Mirren’s Solution

Deliver on Clients’ Need for Business Impact + Category Knowledge + Insights

“With a growing number of agencies focused on business impact, why work with with those who aren’t?”

“Here’s what most agencies don’t get… if the work doesn’t work, I’m out of a job.”

“Hi, it’s Bill Smith calling from ABC Marketing. We’ve just completed our latest study on how customers select their retail

bank and their banking products. We looked at your competitors, at you, at your target audience. In our findings, we identified 3 elements holding back your customer acquisition – and have 5 insights to resolve those issues.

Please give me a call back if you’d like to go over some of the findings we have for you. In fact, I would rather keep it

informal... perhaps just over a coffee.”

1.Establish Credibility

“We just completed our latest study on how customers select their retail bank and their banking products. We looked at your competitors, we looked at you, we looked at your target…”

2. Identify Something Specific of Value to the Prospect

“…we’ve identified 3 elements holding back your customer acquisition, have 4 insights to fix those issues...”

1. Establish Credibility

“…we’ve identified 3 elements holding back your customer acquisition, have 4 insights to fix those issues...”

3. It’s Not Going to Be a Big Sales Pitch“…please give me a call back if you’d like to go over some of these insights. Would rather keep it informal over coffee.”

ToneShould Sound Like It’s Coming From

a “Research Department” vs. a “Sales Department”

Fueled by Benefit-Driven Content,Not Capabilities

Fueled by Insight-Rich Content

Where Have You Seen the Greatest Successess With Your Direct Outreach?

What Specific Outreach Challenges Have You Learned From?

NADINE3:30PM

Broader Outreach

ThinkContent Marketing

Social Media(LinkedIn, YouTube, etc.)

Public Relations

Speaking Engagements

Public Relations

Speaking Engagements

Publishing

Introduction to Research Findings

Prepared For: Ford 300

The Slate Communications Agency

advertising - public relations – interactive - strategy - research

The Slate Communications Agency has a proven track

record of driving acquisition, retention and growth for

automotive and transportation clients. This means bringing

products to market faster, more effective sales and

branding strategies, and increased revenues.

Our Study

We understand the issues automakers are facing:

customers are spending as much as 75% of the buying

process online, there are increased global competitive

pressures, and the challenges unique to dealer-OEM

integration.

The following includes introductory findings from our

most recent automotive communications study,

which included your brand. We’ve also included

several single-page case studies to demonstrate how

we ’ ve overcome challenges unique to the

automotive business.Trending Implications

Key Consumer Insight

Direct Mail

Content Marketing for New Business Infrastructure

New Business + Content Marketing Objectives

Content Niche

Content Engine

Content Niche

Content Hub (Website/Blog)

Content Engine

Content Niche

Content Engine

Content Niche

Social Media

Email Speaking

Distribution Channels

Content Engine

Content Niche

Social Media

Email Speaking

Prospects

Content Engine

Content Niche

Social Media

Email Speaking

Prospects

Content Engine

Content Niche

Social Media

Email Speaking

Prospects FirstMeetings

What Distribution Channels Work Hardest For Your Agency?

How Have You Built Your Content Engine?

NADINE3:40PM

Targeting

Content Development

Targeting

Content Development

Clients Want Category-SpecificBusiness Impact

Clients Want Category-SpecificBusiness-Building Insight

Target One Category at a Time(Based on Credibility)

Over Time, Target Many Categories

Create Insight-Rich Content to Open Doors

Methodically Break Down the Pipeline

Target Prospects > Initial Outreach > Phone Call > Meeting > New Assignment

Don’t Sell

Bring Category-Specific Business Value

Key Takeaways?

Proactive Prospecting Working Session Strategy - 60 Min Prospectin… · 19-10-2005 · © 2019...

Documents