inbound - outbound (i/o) accelerator
TRANSCRIPT
YOU MUST ENGAGE IN AN INTEGRATED SALES AND MARKETING STRATEGY IF YOU WANT A WELL TUNED
INBOUND/OUTBOUND ACCELERATOR.
Market/Industry Segmentation
Customer Segmentation
Ideal Customer Profiles
Before we get started - Collaboration
How much Time is in a Day and What do you do Best?
• The ability to target and engage ideal prospects.
• The availability to continuously follow-up and communicate with employers, Pre & Post Sales.
• The skills to provide quality need assessments with employers.
• The ability to solve problems with employers.
• The ability to deliver quality, customized courses in a timely manner to employers locally, regionally, nationally and even internationally.
Requires competency and focus at every stage…
When you get paid for a service, when did you really earn that money?
Target & Engage
Deliver Solutions
35-40%
"The secret of getting ahead is getting started." - Mark Twain
Reaching and Meeting with individual employers is Difficult…
Every employer is already being contacted by a variety of educational institutions. They are receiving numerous phone calls, internet leads, emails, letters and visitations all day long. Remember, your not just competing for their time with
educators, but every other sales person is trying to sell them something….
How do you get attention and establish credibility to differentiate your self from the crowd?
3 Relationship TiersYou need at least 2 out of 3 to grow
Businesses who are passionate about you.Is this enough for you to grow? Caution: Status Quo
Businesses who are passionate about someoneor something else.What’s the likelihood this can change?
Businesses that don’t know what you do…Who are the businesses waiting to hear from you?
Adaptive Website Design & Analytics
• PPC• SEO/SEM• Blogs• Ad Networks• Affiliate Marketing• Web Marketing• Social Media• Email Marketing
Inbound Marketing Outbound Strategy
Marketing Automation
4 Essential Ingredients to Strengthen your Accelerator
Corporate Communications
Leads, Prospects, Clients
Engine Tune-Up? (Baseline Analytics)Stop Guessing
Mobile Optimization
Bounce Rate
Site Engagement
Site Traffic
Lead Generation
ROI?
Decrease in bounce rate for mobile website, increase in access time?
Are bounce rates decreasing?
Are pages viewed increasing?
Is there an increase in visitors from SEO?
Is your form conversion increasing?
Inbound MarketingBuyers are Changing
Landing Pages
White Papers
Blogs
Social Networking
Articles
SEO
INBOUND MARKETING is the process of helping companies find you.
Often before they are even interested in purchasing anything
Converting early awareness into brand preference, good leads and REVENUE!
Website Lead Form
How do you Accelerate Your Inbound Engine? • Search Engine Optimization/Management • Content is King – Be a Thought Leader in Education…• Linking is Queen• Integrated Marketing
• Videos• Email Marketing• Social Media (Facebook, Linkedin, You Tube) • Other Media (TV, Radio, Print)
• Use Call to Actions (CTAs), Social Media Buttons, Lead Forms…
Then take advantage of Inbound Marketing!
Benefits Of INBOUND MARKETING
“Free” Brand Awareness90% of buying cycles start with online searches, so if your college shows up high in the search results, you’ll get “free” brand awareness.
88% of clicks come from organic search.
The remaining 12% of clicks go to paid keywords (Pay Per Click, PPC)
Increased Brand Awareness
• Most people correlate high organic search ranking with TRUST and BRAND LEADERSHIP.• Therefore more people will engage with your content.• Therefore more people will start to feel they have a relationship.• Therefore people will more likely to TRUST and BUY from someone
they have a relationship with.
More Leads for Less BudgetMore Brains, Not More Budget
Content ContentBuyers & Prospects
Great Content pays dividends for a very long time, an effect that multiples as you create more and more content.
It’s about creating INTERESTING, INFORMATIVE, ENTERTAINING and INTERACTIVE CONTENT that is distributed, integrated and optimized across all media (digital and traditional) channels so
you can be easily engage your prospects and customers – prospective buyers!
Beware: INBOUND MARKETING is Not the ONLY Answer…
*Prospects and Buyers are Unique and can Require Your Attention
It’s Hard to Target Specific Audiences with INBOUND MARKETINGInbound Marketing is like an air war. Carpet-bombing is efficient, but it makes it had to hit specific targets.
Sometimes you need ground war tactics to target specific industries and ideal customers.
INBOUND MARKETING may not drive people to action.
You wait for prospects to make a decision, when they feel ready. But sometimes they need to talk with someone to get them to act.
Pragmatists and late adopters who don’t pro-actively seek out alternatives to their problems or solutions may need a push, not a pull to take action.
So What Can You Do?
Develop and Integrate an Outbound Strategy
Prospect Lead Lists
Call Center Lead Volume
“More is Less”
Generic CollegeScript Develop & Training
Random Calling
Appointments Set
Conversion Rate = 3-5%
Appointment LabSelect
“Less is More”
Customer Segmentation
Ideal Customer Profiles
Don’t Give Up! 7-Step Process
•Find•Select •Approach
Appointments Set + Qualified Prospects
Conversion Rate = 24% - 40%
Customer Prospect List 320 Prospects
2,000 Leads2,000 Leads
938Inquires/
Week
37,500 calls25:1
1500Appointments
5:1
300 Sales
$10,000
Goal=$3m Sales
Volume Based calling can lead to poor prospect preparation, your appointment ratios start to decline and you could lose great prospects and sales by giving up too soon.
Persistence without preparation is not valuable in the eyes of the prospect and will not be successful in getting and appointment nor attending a meeting.
Volume Based
150Inquires/
Week
6,000 touches
5:1
1200Appointments
4:1
300 Sales
$10,000
Goal=$3m New
Sales
Question: How do you reduce the amount of calls, emails, letters or overall touches and improve your appointment ratios and sales?
Prospect preparation and a systematic communication process is essential. It will navigate your persistence into quality appointments, build relationships and sales.
Ideal Customer Profiling
Finding and Selecting Your Ideal Customers
Find• Build a List of Leads/Prospects
• Lead Lists/Databases• Inbound Marketing • Networking• Advertising• Referrals
Select
• Filter Your Target List• Market/Industry Research• Customer Segmentation • Large-Scale Survey• Ideal Customer Profile
Approach• Preparation in Getting the Appointment
• Client testimonials• Valid Business Reasons (VBRs)• Capability Brochures• Personal Marketing Resumes (PMRs)• Prospect Research• 4P Success Stories
• It’s not about why you want to meet with a prospect… It’s not about you…• It’s the opposite: It’s why the prospect should want to meet with you… It’s
about them…• When asking for the appointment… you must always use a Valid Business Reason
(VBR). Always? Yes, always.• And not just the first time you make contact, but every time until the prospect
agrees to the meeting.• Know “who” you’re targeting (IT, HR, Sales, etc.) and modify your VBR.
A consistent VBR will make it more likely you’ll get the appointment, more likely it will be a productive meeting and it will remind the prospect that you can be trusted & valued – not wasting their time…
What’s a Valid Business Reason, VBR?
Looking through the Prospect’s Lens
Example of a VBR… in two paragraphs1. Subject Line: Less that 30% of IT admins are certified in cloud
computing 2. Introduction: My name is ……3. Discovery: I recently discovered….4. Empathy: I know how difficult it is… 5. Statistic: Less than 30% of IT admins are certified in Cloud
Computing…6. Comment That’s huge!7. Opportunity Statement: There is a giant opportunity for you to
transition your staff and we have some ideas…8. Recognition: Congratulations on being listed as the Top 10 companies
in the Business Journal!9. Request: Can we briefly get together to meet?10. Close: Thank You
PMR
Prospects Love to Hear How You Have Solved Problems
“This Computer/IT training program has provided me the confidence to work intelligently in configuring a computer on the network. This education has helped me broaden my scope as a technician”
The difficulty in connecting the new Verizon FioS network to resident computers was causing scheduling delays and customer dissatisfaction. Florida was the first state where the FioS network was being deployed. The good news was the start of a residential total fiber optic network. The bad news training was needed to properly install the new network. Verizon (VZ) needed a training program that could be customized by combining installation, diagnostics, preventative maintenance and basic networking using Verizon equipment. They met with various training providers and wanted a reputable and reliable provider to design, develop and implement the program – Hillsborough Community College. (HCC).
Verizon Communications – 4P Success Story
Gary Allshouse, Training & Development, Verizon FioS
As a result of the highly successful training curriculum, VZ and HCC began to map the next areas in the US for FioS deployment and matched where the local area community colleges were located. HCC then developed Community College partnership agreements with a total of eight (8) Community Colleges in the Dallas-Metro, TX and the Menafee County, CA areas. This also led to VZ on-location training with co-branded (VZ and Community College) certification.
Over the course of the training program, the Community College partnership trained over 1,000 VZ managers and technicians with more opportunity in OR, WA, IN, IL, OH, MI, NY and NJ. More importantly, the training increased resident scheduled visits from 1 to 2 residents per day and increased sales by 350% in the regions where the training was deployed. On the Community College side, the ground-breaking CC agreements across the US provided VZ training cost reductions of over 120% compared to other educational competitors.
The Business Development (BD) Officer from HCC met with Gary Allshouse, VZ Training & Development Director to understand the need. Professional Development (PD) and VZ begin to map both the hardware and software configurations. PD then started to develop the course curriculum and lesson plans. VZ needed a hook to catch attention of the installers. Knowing that the VZ service areas were where the installers met and started their day, HCC BD presented the VZ Hi-TIP (High Technology Installer Program). HCC also became a certified trainer with the VZ’s Tuition Assistance Plan.
The Problem1 The Plan3
The Process2 The Performance4
Hourglass Need Assessments
Rapport
Needs Assessment
Assignment(s)
Assignment(s) Analysis
Proposal
New Assessment Software For Colleges and Business!
• Partnership: The Learning Strategy and SixQ in Boston.
• Higher-level need assessment designed for colleges to specifically help businesses in understanding and raising the awareness of all the colleges capabilities.• Lower-level need assessment designed for departmental capabilities of
the colleges.
SummaryPreparation is Essential, but so is Persistence
• Business Prospects are busy. • Business Prospects are tough to access. Stand out!• Use a value-based process methodology. • Be persistent, Don’t Give Up too soon! • Track and Manage your progress.
You stand a better chance making several attempts with a qualified prospect (you identified) than “smiling and dialing” a random list of leads…
Download: Eight Secrets for Getting High-Value Appointments
http://www.thelearningstrategy.com/contact-us.html
