Inbound Vs Outbound Marketing

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Introductory Calls

Are

Alive!

Cold Calling

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•  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

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80%

of Sales

are made

after the 7

th

call

yet

90%

of Salespeople

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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

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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.

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Let’s review…

The common

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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?

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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?

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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.

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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

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When they

ARE

interested

in advertising, what

do they do?

or

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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

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60%

of prospects have made

their purchase decision before

even talking to a sales rep

SOURCE:  Corporate  Execu=ve  Board  

Most

shoppers

have

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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

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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

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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.  

 

 

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Inbound Methodology

Converts

leads

Blog

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Premium Content

Thank you page

Content Delivery

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Consideration

Content Offer

Thank you page

Content Delivery

Decision

Content Offer

Smart Forms

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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

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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

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Grow Revenue

Exponentially

By using

informational

sales campaigns

Close Rate

Average Transaction

Average Frequency

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Sell your value better at a point

where your prospects are

considering

you

Inbound

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Point your prospects towards

educational resources

where

your value is demonstrated

Amazing

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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

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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

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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?

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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)

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80%

of Sales

are made

after the 7

th

call

yet

90%

of Salespeople

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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

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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  

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CONTACT

marty@inboundstar.com

 

417-­‐771-­‐7350  

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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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