sales funnels: nurturing leads and customers

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Nurturing Leads and Customers

Turning your sales funnel into an hourglass

Presenters

Katie Griffin, KG Visions

Marilyn Benninger, CGASoftrak Systems

Nurturing Leads and Customers

Session Agenda

Part 1• The W’s and How To’s that always apply• Nurturing Prospects through your sales funnel

Part 2• Turning your funnel into an hour glass• Nurturing customers

Nurturing Leads and Customers

Summary & Visa Gift Card Draw

Nurturing Leads and Customers

About Us

Nurturing Leads and Customers

About You

Funnel & Hourglass Fundamentals Why

• Engage• TOM: Top of Mind• Magnify

How• Tools• Analytics• Closed sales

Who• Sales Responsibility• Don’t assume;

analyze• Identify market

When• Now• Multiple experiences• New & established

sales

What• Action Items• Give & Get• Selling without Selling

Where •Points of contact•Be findable•Make sure it works

Nurturing Leads and Customers

• Smaller is better• Understand your sales cycle• Some stages are longer• Action items• Nurture all the way• GPS of your sales process

Understanding Your Funnel

SuspectProspectFollow UpAnalysisSolutionSale

Nurturing Leads and Customers

Turning Suspects into Prospects

Nurturing Leads and Customers

Why • Conversion• Introduction• Create interest

How• Sophisticated

telemarketing• Be different• Plow through

What• First Impression• No gimmicks • Conversation

Who• Target Market

• Qualified Leads

• Personal

Where • Identified prospects• New Opportunities• Empower

Example

Nurturing Leads and Customers

Getting to Know Your Prospect

Nurturing Leads and Customers

Why • Find Facts• Identify• Create Trust

How• Tools• Gentle• Start Conversation

What• Key Questions• Professional • Pleasant

Who• Who’s who

• Direct

• Characters

Where • Laid Foundation• “Second Date”• Nurturing

Nurturing Leads and Customers

Example

Follow Up – Your Virtual Investment

Nurturing Leads and Customers

Why • T.O.M• Unforgettable• Consistent

How• Analytics• In Touch• Personality

What• Events• Newsletters• Telemarketing

Who• Team Players

• Outsourced Support

• Network

Where • Trust Building• Ask Questions• Business

Philosophy

Analysis – Thoroughly Investigate

Nurturing Leads and Customers

Why • No Surprises• Reinforce• Forward Motion

How• Explore• Tough Questions• Listen

What• Give & Get• Q & A’s• Promoting vs. Promising

Who• Outside Experts

• Staff

• Decision Maker

Where • Details• Expectations• Deliver

“An organization's ability to learn, and translate that learning into action rapidly, is the ultimate competitive advantage.”~ Jack Welch

Nurturing Leads and Customers

Solution – Your Time to Shine

Nurturing Leads and Customers

Why • Solution• Prepared• Adjustable

How• Format• Mirroring• Answers

What• Deliverables• Wish List• Options

Who• Reviewer

• Third Parties

• You

Where • Transparent• Nurture Transition• New position

Sale – A Model

Nurturing Leads and Customers

200 Suspects

50 Prospects

50 Follow Ups

13 Analyse

13 Solution

5 Sale

100%

25%

25%

6.5%

6.5%

2.5%

End of Part 1

• The W’s and How To’s that always apply• Nurturing Prospects through your sales funnel

Part 2• Turning your funnel into an hour glass• Nurturing customers

• Personal is better• Understand the usage cycle• Some stages are longer• Action items• Nurture all the way• Lifetime value of a customer

Building the Hourglass

WelcomeEducateSupportRetainReferralsRepeat

Nurturing Leads and Customers

LVC = (Average Value of a Sale) X (Number of Repeat Transactions) X (Average Retention Time in Months or Years)

Example: gym membership

$20 X 12 months X 3 years = $720 ($240 per year)

Lifetime Value of a Customer

Nurturing Leads and Customers

Welcome

Nurturing Leads and Customers

Why • Nurture customer

loyalty• Reassures decision• Shorten time to usage• Establish trust

Who• Organization culture• Assign responsibility

When• ASAP after sale

Where •Surprise and delight

How•Email•Link to video•Phone•Snail mail!

“Don’t think what’s the cheapest way to do it or what’s the fastest way to do it…think what’s the most amazing way to do it.”~ Sir Richard Branson

Nurturing Leads and Customers

Example

Nurturing Leads and Customers

Educate

Nurturing Leads and Customers

Why • Future referrals• Reduce low value service

time• Learn from customer

experience• Inspire loyalty

Who• Front line staff• Sales team

When• As per usage cycle

Where •Website•Google AdWords, Remarketing•Email•On hold message

How•FAQ’s•Online knowledge base•Blog•Newsletter

Support

Nurturing Leads and Customers

Why • Lock in loyalty • Reinforces purchase

decision• Obtain customer

feedback

Who• Help team • Share roles• Share results

When• Tiered support options

Where •Website •Third party training •Face-to-face seminar •Remote access•Onsite

How•Self-serve knowledge base •YouTube videos •Customer forums

Retain

Nurturing Leads and Customers

Why • Maximize LVC• Create community • Drive engagement

Who• Account management• Share results

When• Reasonable time, as

per usage cycle• Frequency• Consistency

Where •Web feedback forms•In product•After event surveys

How•Customer care program•Loyalty programs•Third party surveys•Lost customer campaign

Referrals

Nurturing Leads and Customers

Why • Smooth transition• Fills the top of the

funnel

Who• Organization culture

When• Set expectation early

Where •Web•Sales materials•Email signature•Blog •LinkedIn

How•Testimonial book•Net Promoter Score

Net Promoter Score

Nurturing Leads and Customers

One Question:How likely are you to recommend this

company (product/service) to a friend or colleague?

40 = 60% - 20%

Summary

• Differentiator• Implement a measurable system

• Customers sell themselves• Customers = repeat buyers• Customers = referral network

Nurturing Leads and Customers

Questions?

Nurturing Leads and Customers

Lucky Draw Winner!

Nurturing Leads and Customers

Thank you!

katiegriffin@kgvisions.biz1-800-296-0390

marilynb@softrak.com1-905-633-9772

Nurturing Leads and Customers

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