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(1)

Introductory Calls

Are

Alive!

Cold Calling

(2)

•  17 Year Newspaper Advertising Executive with Knight Ridder, McClatchy, Gannett

•  2X INMA Award 1st place winner for Best

Advertiser Results

•  Springfield Business Journal’s 40 under 40

•  June 2014 – youngest, and one of the most

tenured, Ad Directors in Gannett (6 years)

•  Top performing Ad Director over 2 years

combined 2012/2013.

•  Certified HubSpot Partner Agency

Proud Founder of InboundStar.com

 

Marty Goodnight

marty@inboundstar.com www.inboundstar.com

(3)

80%

of Sales

are made

after the 7

th

call

yet

90%

of Salespeople

(4)

Today’s Session will Cover

ü  Why “Cold Calling” has lost its effectiveness

ü  How consumer shopping behavior has changed and

how Outbound Marketing has been diluted

ü  How Inbound Marketing concepts can improve

Outbound Sales efforts

ü  How to use Inbound Marketing concepts to increase

closing rates, average transaction and frequency

ü  How to develop Sales Campaigns and how

“Introductory Calls” fit into the mix

ü  Model an Introductory Call and how it can set the stage

for future calls

ü  How to chart (at least) 7 contacts and improve overall

in-field effectiveness

(5)

What is

Outbound Marketing

?

Outbound marketing

attempts to

initiate a conversation about a product

or service by rapidly spreading word of

its existence through a variety of

traditional marketing methods.

Outbound refers to any form of

marketing that “stops” the audience in

order to transfer a marketing message.

(6)

 

Let’s review…

The common

(7)

1 New Sale

3 Presentations

5 Needs Assessments 15 Meaningful Contacts 45 Basic Contacts

??? Prospects

Where is the Cold Call?

Where is the “Sale” made?

(8)

Make Intro Calls More Effective

Focus on the Needs Assessment

… the other 30 contacts that weren’t meaningful?

… to the other 10 meaningful conversations that could have been needs assessments?

… to the other 2 needs

assessments that could have been presentations?

… to other 2 presentations

that could have been sales?

(9)
(10)

Does this Cold Call sound familiar?

Salesperson: Hi, I’m Marty with the Daily News. Who would I talk with about Advertising?

Prospect: That would be me, but I am not interested.

Salesperson: Oh, ok. Well… um… we have some really good options right now… uh, especially in digital.

Prospect: Well, I have someone who manages my website and social media right now, so I’m all taken care of.

Salesperson: I understand. Uh… here, let me give you one of my business cards so you can call me if I can ever help you or if you have any questions.

Prospect: Great – just place it on the counter.

Salesperson: You bet! What was your name again? Ummm.. Can I get your business card?

Prospect: Actually, I’m all out and I have to get back to work.

(11)

Post-call Curbside Coaching

The sales rep made the effort to call on a new

prospect!

Contact was made with the decision maker!

No real evidence of pre-call planning

Powerless introduction

Mentions a product before customer’s need is stated

Invites an early objection

Uses a business card as collateral - which has no value

Not much is learned much about the prospect

(12)
(13)
(14)

When they

ARE

interested

in advertising, what

do they do?

or

(15)

86%

of

consumers stated

that using a

search engine

allowed them to

learn something

new or important

that helped him/

her increase his/

her knowledge   

SOURCE:  Pew  Research  Center,  Search  Engine  Use  2012    

Almost

everyone is

(16)

60%

of prospects have made

their purchase decision before

even talking to a sales rep

SOURCE:  Corporate  Execu=ve  Board  

Most

shoppers

have

(17)

Cold Call Resistance +

Changed Shopping Behavior

ü

Ineffective sales activity

ü

Increased prospect

resistance

ü

Unintended objections

ü

Sales frustration

ü

Sales defensiveness

ü

Can’t control the future

ü

Giving up on prospects

ü

Missing sales goals

(18)

The Outbound Sales Challenge

ü

Pacing meaningful

sales contacts with

the prospect’s

“buying journey”

 

ü

Establishing

yourself as a

relevant resource

for the prospect

 

ü

Converting the

prospect to a

tracked lead in

your sales funnel

 

ü

Culminating to a

needs assessment

appointment

(19)

What is

Inbound Marketing

?

Inbound  Marke-ng  

refers  to  marke=ng  

ac=vi=es  that  bring  visitors  in,  rather  than  

marketers  having  to  go  out  to  get  prospects'  

aFen=on.  Inbound  marke=ng  earns  the  

aFen=on  of  customers,  makes  the  company  

easy  to  be  found,  and  draws  customers  to  the  

website  by  producing  interes=ng  content.  

 

 

(20)
(21)
(22)

Inbound Methodology

Converts

leads

Blog

(23)

Premium Content

Thank you page

Content Delivery

(24)

Consideration

Content Offer

Thank you page

Content Delivery

Decision

Content Offer

Smart Forms

(25)

How the Inbound Methodology

makes an Intro Call effective

ü

MATCH your

communication

with the prospect’s

buying journey

 

ü

PROVIDE helpful

and educational

resources that

nurture them along

(26)

How the Inbound Methodology

makes an Intro Call effective

ü

MAP out the

contact campaign

with diverse

communication

 

ü

CREATE value and

thought leadership

of your brand in

the mind of the

prospect

(27)

Grow Revenue

Exponentially

By using

informational

sales campaigns

Close Rate

Average Transaction

Average Frequency

(28)
(29)

Sell your value better at a point

where your prospects are

considering

you

Inbound

(30)

Point your prospects towards

educational resources

where

your value is demonstrated

Amazing

(31)

InboundStar’s Definition of a

Sales Campaign

The full sales process that begins with the initial contact with a prospect and continues using all communication, sales dialogue and follow up that results in a needs assessment appointment.

 

Potential Ingredients of a Sales Campaign:

 

•  A strong personal branding statement

•  Educational marketing collateral

•  Case studies

•  Best practices

•  Sales trends, current marketing articles

•  Follow up email with educational link

•  Thank you card

•  Important local dates and issues

 

•  Relevant industry articles

•  Geographic specific info

•  Online marketing grader (grader.com)

•  AdMall statistics

•  Competitive analysis

•  Strengths/Weaknesses of all media

•  Budgeting worksheets

•  ROI Calculators

•  And much, much more

(32)

Mapping 7 Contacts

1st Contact: Introductory Call with a Power Statement

2nd Contact: Written Thank You Card with a one-sheet testimonial

3rd Contact: Follow up with Basic Marketing Tips about the Thin Market

Concept (NAA Plansbook)

4th Contact: Follow up with Key Season information (i.e. jewelry store

sales) available from sources like AdMall

5th Contact: Top 12 Tips about Search Optimization and how to improve it

on your own (work with your digital sales manager to create)

6th Contact: Co-op advertising report – how to find advertising support

from your manufacturers

7th Contact: Calendar of local events for seasonal/promotional planning

(33)

Re-do of an Introductory Call

Salesperson: Hi, I’m Marty with the Daily News and I help businesses with creative,

cost-effective marketing ideas. I wanted to introduce myself and see if you are open to ideas?

Prospect: No, I am not interested in advertising right now.

Salesperson: Oh, I totally understand. Most of my clients have specific times of the

year that we develop ideas to generate effective campaigns. Could I set a time that works better for you to learn more about how I can help you?

Prospect: No, thanks. I’m not interested.

Salesperson: : Of course. As a professional marketer working for the #1 medium in

town, I enjoy meeting business owners and sharing best practices. Would you mind if I keep in contact from time to time and share best practices?

Prospect: Sure, that sounds ok.

Salesperson: Great! Just so I don’t waste my time or yours, what types of things are

important to you when you do consider marketing choices?

Prospect: Oh, I don’t know. I want it to fit my budget. Seems like you are expensive.

Salesperson: (DON’T SELL - THIS IS VERY TEMPTING): Thanks for sharing that. You

know, advertising that doesn’t work is expensive. Let me keep that in mind and when I see something I think will be valuable for you, I will drop in again. Is that ok?

Prospect: Sure, that would be fine. Do you have a card?

(34)

Post-call Curbside Coaching

•  Strong Power Statement

•  Defused the negative feedback and asked for a relevant needs assessment

•  Defused a 2nd objection and kept the door open

•  Gained a positive exchange by asking to keep in contact for future interactions

•  Established the sales person’s time is valuable, too

•  Qualified what is important to the customer in order to stay in contact and keeping the lead alive

•  Avoided selling product and instead, walked away with a clear next deliverable (finding something relevant for the prospect)

(35)

80%

of Sales

are made

after the 7

th

call

yet

90%

of Salespeople

(36)

Stick to your plan!

1st Contact: Introductory Cold Call with a Power Statement

2nd Contact: Written Thank You Card with a one-sheet testimonial

3rd Contact: Follow up with Basic Marketing Tips about the Thin Market

Concept (NAA Plansbook)

4th Contact: Follow up with Key Seasonal information (i.e. jewelry store

sales) available from sources like AdMall

5th Contact: Top 12 Tips about Search Optimization and how to improve it

on your own (work with your digital sales manager to create)

6th Contact: Co-op advertising report – how to find advertising support

from your manufacturers

7th Contact: Calendar of local events for seasonal/promotional planning

(37)

What you can do

right now

1.  Stop  Cold  Calling  and  Start  

Sales  Campaigning  

2.  Develop  Power  Statements  for  

the  Introductory  Call  

3.  Develop  a  list  of  qualified  

prospects  that  merit  a  sales   campaign  

4.  Map  7  contacts  matched  with  

the  natural  stages  of  a   prospect’s  buying  journey  

5.  Incorporate  simple,  

educa=onal  content  with  the  7   contacts  

6.  Success  =  geWng  more  needs  

assessments  

7.  Track  contacts  and  share  best  

(38)

CONTACT

marty@inboundstar.com

 

417-­‐771-­‐7350  

(39)

Learn More:

White  Papers:  

Turn  your  Adver-se  with  Us  page  into  your  Top  Performing  Sales  Pro

hFp://www.inboundstar.com/turn-­‐your-­‐adver=se-­‐with-­‐us-­‐page-­‐into-­‐your-­‐top-­‐performing-­‐sales-­‐pro  

8  Best  Adver-se  with  Us  Pages  and  Why  They  are  So  Darn  Good:  

hFp://www.inboundstar.com/8-­‐best-­‐adver=se-­‐with-­‐us-­‐pages-­‐media-­‐sites-­‐are-­‐using-­‐to-­‐generate-­‐local-­‐leads    

Website:  www.inboundstar.com  

Blog:  hFp://www.inboundstar.com/blog  

Newspaper  Adver-sing  Ideas:

hFp://www.inboundstar.com/blog/inbound-­‐marke=ng-­‐strategies-­‐that-­‐drive-­‐newspaper-­‐adver=sing-­‐ideas  

Inbound  Explained  in  1  Minute:  

hFp://www.inboundstar.com/blog/how-­‐inbound-­‐marke=ng-­‐in-­‐springfield-­‐works-­‐explained-­‐in-­‐1-­‐minute  

 

LinkedIn  for  InboundStar:  hFps://www.linkedin.com/company/inboundstar  

LinkedIn  for  Marty  Goodnight:  hFps://www.linkedin.com/in/martygoodnight  

Google+:  hFps://plus.google.com/+Inboundstar/posts  

TwiKer:  @inboundstar  

Facebook:  hFps://www.facebook.com/pages/InboundStar/1543050619244095  

Email:  marty@inboundstar.com  

Phone/text:  417-­‐771-­‐7350  

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