5 Steps To Creating A Lead Gen Machine & The Predictable Revenue That CEOs Love

From A Salesforce.com Alum:

5 Steps To Creating A Lead Gen Machine & The Predictable Revenue That CEOs Love

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What Works In Sales Has Changed

All salespeople prospect

ABC / Always Be Closing

Measure activities (Dials)

Cold calls

Manipulative selling

CRM hurts productivity

Long letters & emails

1.0 2.0 Dedicated prospecting team

Is there a mutual fit?

Measure results (qualified leads)

Research, referral calls

Short and sweet text emails

CRM multiplies productivity

Authentic selling

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5 Steps To A Lead Gen Machine & Predictable Revenue…

1. Discover Your ‘Unique Genius’

2. Distinguish Your Leads: ‘Seeds, Nets & Spears’

3. Specialize Sales To Ensure Every Lead Gets The Attention It Deserves

4. Build An Outbound Sales Machine (Cold Calling 2.0)

5. Become Indispensable To Your CEO

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STEP 1

Discover Your Unique Genius, “Your Purpose, Translated Into

Customer Success & Trust”

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What Is Your Purpose, & How Is It Different?

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Customer Trust => Extraordinary Growth

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Unique Genius Attracts Results

1. What is your purpose that is bigger than you?

– If your company is on the cover of BusinessWeek for changing ____, what did you do?

2. Do you only say it or do you LIVE it?

– Salesforce.com “No software”

– Zappos: “Provide the best customer service possible”

– Google: “Organize the world's information and make it universally accessible and useful”

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Forget About What You “Do”

• Customers care less about what you do than the results you create – “We are the leading application platform for widget

integration on the social graph…blah blah”

• My example: – “I am a sales & management consultant” vs.

– “I help companies create predictable revenue” & “I help leaders turn their employees into Mini-CEOs”

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Homework

• When someone asks “What do you do?”, pretend they asked “How do you help customers?”

• What is your Ideal Customer Profile?

• Talk to your customers & ask them:

– What difference have you made to them?

– Why did they do business with you?

– Why do they continue to do business with you?

– Why would they refer others to you?

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STEP 2

Distinguish Your Leads: “Seeds, Nets & Spears”

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Distinguishing Lead Types

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Distinguishing Lead Types

•Lower volume

•Highest value/lead

•Harder to increase

•Higher volume

•Low value per lead

•Easiest to increase

•Lower volume

•High value per lead

•Medium work to increase

•Grew Salesforce.com

Revenue 60%!

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___ Website

Visitors

___ Leads

(Registrations)

___ Qualified

Leads

___ Qualified

Opportunities

$___ Pipeline

$___ Bookings

__% Conversion

__% Accepted

__% Converted

$___ Avg /Oppty

___% Close

SALES

DEVELOPMENT

SALES

MARKETING

Sales Cycle

Length ____

__ Lead Qualification Reps

per __ Leads per Month

__ Account Execs per $__

Pipeline per Month

Cost per Lead

$___

Example Nets Funnel

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Add Target Accounts

Add Contacts

__ Call Conversations

Example Spears Funnel (Cold Calling 2.0)

__ New Opportunities

__ Closed Deals

Prepare

Prospect

Begin Sales

Cycle

Work Responses (9% Response Rate)

__ Demos/Appointments

Define Ideal Target Profile

Send __ Cold Emails / Make __ Mapping Calls

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STEP 3

Specialize Sales Roles To Ensure Every Lead Gets The Attention It

Deserves

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Layers Of The Onion

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Critical Success Factor: Specialize Four Sales Functions

“Outbound”

Customer

Success Sales Frontline

Sales Organic &

Marketing Leads

“Inbound” Qualified

Opportunities New

Customers

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3 Keys To Making Contact

1. Train salespeople to be “business people who can sell, not sales people”

– Use role-playing

2. Keep initial emails/vmails short & relevant

– Make it about giving them value, not about you

– If they pick up: “Did I catch you at a bad time?”

3. Propose a specific time to talk

– Wrong: “Reach out when you have time”

– Right: “Are you free Thursday at 9a PST?”

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6 Step Qualification Call Agenda

“Did I catch you at a bad time?

1.Introduction (SHORT)

2.Be curious

3.Current challenges?

4.Position your solution

5.Probe/confirm/qualify

6.Next step recommendation

Total Time < 20 minutes

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The Simplest Ways To Nurture Leads

• Two SIMPLE options that require < 4 hours

– An email newsletter (email out your blog posts)

– Hold a monthly webinar (or teleseminar)

• Guidelines:

– Share your expertise - TEACH them something beyond your product

– How can you help them do their job better?

– Be interesting / authentic (don’t be boring)

• More trust = more sales

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STEP 4:

Build An Outbound Sales Machine (Cold Calling 2.0)

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You’ve Been Doing It Backwards

Cold Calling 1.0

1. Cold CALL

2. Cold Email

Cold Calling 2.0

1. Cold EMAIL

(9% response rate)

2. Warm call people who respond (internal referrals)

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Prospecting Emails: Less Is More

1. You can get a 9%+ response rate asking for referrals

2. State simply why you are reaching out – and be honest! (In every way)

3. Make the first email SHORT & SWEET: easy read & respond to on a mobile

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Build List

Run Email Campaigns

Sell The Dream

Pass The Baton

Generate Internal Referrals

Connect Their

Need To Your Solution

Seamlessly Handoff To

Quota-Carrying

Salesperson

Import Into

Sales/Marketing

Systems

5-Step Outbound Process

Ideal Customer

Profile

Highest Revenue

Potential & Close Rates

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STEP 5

Become Indispensable To Your CEO

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Law Of Reciprocity

• If you work to make others successful, they will work to help you succeed

• Do you know what’s important to your CEO?

– It’s not leads

• All quality CEOs care about:

1.Money (Revenue, finance, metrics, investors)

2.People (Attracting, developing, turning them into Mini-CEOs)

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CEO Sweet Spot

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The CEO Is The Pebble In The Pond

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What’s The Value Of…

• A clear, step-by-step plan to create predictable revenue?

• The ability to repeatedly source sales-ready leads from ideal clients who aren’t calling you?

• The ability to attract and develop driven sales talent?

• Peace of mind and freedom of predictable results and self-managing systems?

Contact

Thank you!

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