LAGLCC Panel

Overview: Mark Morales – LAGLCCCold calling/Foot canvassing: Jason Woodruff – Keller Williams RealtyDirect mail/Email: Mark Morales – Pacific Mercantile BankSocial media: Dale Price – The Los Angeles Film SchoolNetworking/Networking groups: Adam Bar – New York LifeChamber/business organizations: Marquita Thomas - LAGLCCReferrals: Rod Pyle – Farmers InsuranceIndustry expert: Mark Morales – Pacific Mercantile BankSummary: Mark Morales - LAGLCC

Review of Prior Trainings

Eli Davidson – Rapid Business Growth Expert• Sell to customers that can afford your product

or service. For some of us it is sell to customers that qualify for your product or service

• Solve a problem• Make it immediate and expensive

Review of Prior Trainings

Why didn’t I get the business?

• Customer interview• Proposal• Overcoming objections• Closing the sale

Prospecting

What Do B2B & B2C Mean?

Most small businesses sell to other businesses or to consumers, and the acronyms B2B and B2C represent these relationships in abbreviated form. B2B is shorthand for business to business. The products and services of the business are marketed to other businesses. The final customer is the consumer with a B2C business. Housecleaning services, restaurants and retail stores are examples of B2C companies. Websites that offer consumer products are B2C.

B2B

Email Marketing• 66 % Of Email Opens On Mobile, Mostly iOS Devices• 44% of email recipients made at least one purchase last year based on a promotional

email. (Convinceandconvert.com)• 33% of email recipients open email based on subject line alone.

(Convinceandconvert.com)• Roughly half of an email list will be active – either opening or clicking on emails.

(Epsilon)• Subject lines fewer than 10 characters long had an open rate of 58%. (Adestra July 2012

Report)• Personalized subject lines are 22.2% more likely to be opened. (Adestra July 2012

Report)• For B2B companies, subject lines that contained “money,” “revenue,” and “profit”

performed the best. (Adestra July 2012 Report)• 64% of people say they open an email because of the subject line. (Chadwick Martin

Bailey)• 7 in 10 people say they made use of a coupon or discount from a marketing email in the

prior week. (2012 Blue Kangaroo Study)

Email Marketing B2B

Email Marketing B2C

Direct Mail

Direct Mail• Small businesses who send direct mail advertisements to their customers find this to be a highly

effective marketing strategy. Where emails can be deleted immediately or never even looked at, people still head to their mailboxes daily. According to the United States Postal Service, 98 percent of people retrieve their mail daily, and 77 percent of people sort it immediately. This gives companies access to an audience who could potentially seek out their business right away.

• With direct mail marketing, there is a high potential Return on Investment because this type of advertising is extremely targeted. Small businesses can market just to the consumers they think will be most likely to purchase from them – rather than mass advertising through television on email campaigns.

• Direct mail proves to be a more personal way to reach potential and existing customers, and it encourages businesses to build a relationship with their customers. There is measurable feedback on direct mailing campaigns because businesses can directly count how many responses they see to their advertisements or how many people use their coupons, for instance.

• To make the best use of direct mail marketing, businesses can purchases data append services to update and provide more information to their existing prospect or customer lists. They also can purchase mailing lists relevant to the types of people they are looking to sell to in order to best target prospects in the area.

• As you can see, among these statistics of the percentage of influence to make a purchase, direct mail is the largest influencer. It is worth the time to get to learn more, to appreciate your prospect/customer more, to acknowledge occasions more and best of all... to gain more loyalty for your business.

Industry ExpertEvery professional strives to be known as an expert in their industry. Speaking engagements, industry panels, guest articles, seminars…the possibilities are endless. When you are the expert in your field, people don’t want to only talk with you, they’ll often pay to hear what you have to say. They trust you. They respect you. And they know that you can help them be better at what they do. But the desire to be known as an expert should not be focused on fame and money. Very few experts became that way by being greedy or arrogant. In fact, it is the opposite. They have a giving heart. A teaching spirit. A desire to share knowledge. And an overwhelming need to help others. They do not teach because they are experts, they are experts because they teach.

Industry ExpertSharing Industry IntelligenceExperts share industry intelligence. They show that they have their finger on the pulse of the market and do their best to keep others in the know.Google AlertsGoogle Alerts is a great way to bring the information to you so you to be proactive instead of reactive with finding industry news. Then share it!Answering QuestionsExperts answer questions. If there’s one thing that an expert has it’s [correct] answers. So for obvious reason it makes sense for you to answer questions when you can.LinkedIn GroupsLinkedIn Groups are a great place to answer industry questions from like-minded professionals.Giving Away Your Experience For FreeExperts give away their experience for FREE. This is an aspect of paying it forward.Industry Forums, Industry Panels, Webinars & SeminarsSpeak at every opportunity!

Comparison statisticsA survey found that letter-sized direct mail packages had a response rate of 3.4 percent for a house list and 1.28 percent for a prospect list. Email has a lower response rate; only about one customer in a thousand will end in a new sale or donation. The open rate was 21.3 percent overall and 21.6 percent for nonprofits. Click-through rates were lower for nonprofits than on average, at 4.2 percent versus 5.3 percent for house files.

Click through rates for online display ads were about the same in total and for nonprofits, at 0.024 percent and 0.026 percent, respectively. However, direct actions per click were lower for nonprofits at 1.82 percent, compared with an overall average of 2.51 percent.

Other findings showed that telemarketing had the highest response rate of all media surveyed, with 12.85 percent for cross- or up-selling and 8.21 percent for prospect calling.

Sales Prospecting Best Practices

1: Allot time for sales prospecting every day/week or month.2: Use a variety of methods to prospect for new business.3: Develop a powerful introduction.4: Master all types of media including; telephone, email, text, direct mail, social media5: Create a compelling value proposition.