Archives For outbound marketing

How Expensive Is Your Prospecting Strategy?

Time is expensive. How many calls can you afford the make to people who don’t care, won’t call back, or who might ask for more time consuming information just to get you off their back?

Earlier in the week I wrote about the number’s game. This is the poor advice many are getting that says, make 60 to 100 calls per day and you’ll get one deal per month. 60 calls per day is 1200 calls per month. All to get one deal? That’s like 40 hours, or one fourth of your month! How much does that cost you or your business? This is the mentality of sales activity based management. It’s wrong thinking.

Conversion Is What Matters

When you start looking at conversion numbers rather than number of calls per day, you come up with telling metrics. That one deal represents a .08% conversion. Does that sound good to you?

There are three components of outbound marketing to consider. Your market, your message, and the media you use to deliver that message. If your conversion is .08% to a deal, there’s a disconnect in one or all three of these components.$1 HC Book Ad

Start with Market

The first place to look is not media, yet that’s where people go first. Make calls, have an event, or send an email blast. If you do any of these things before looking at your market, you’re shooting in the dark. The more closely you define your market, the better.

Yesterday, on a coaching call with a rep going through the Security Sales Mastery Program, we took about 15 minutes to define his target market…individuals he is targeting with his calls. In just a few minutes we had a diagram of that person. When he stepped back to consider it, he said to me,”In 30 years no one has ever given me this perspective of the person I call on.” Suddenly he was able to see what that target person is thinking about, what they’re worried about, what they are trying to accomplish, and so much more. It completely changed his understanding.

This is the first step to moving away from the 60 calls per day program. It will save you time and an incredible amount of money. And it will lead to more sales.

PS. You may be qualified for sponsorship through one of our many distributor or vendor partners…Check out the Security Sales Mastery Program <<< Click, and look for the link to see if you qualify for a seat today!

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How do you get people to attend your next marketing event?

Recruiting attendees for your next marketing event may not be as simple as it looks. The tendency here is to assume that you know how to do this, and when everyone seems too busy to get involved, to assume that a call center is a great alternative.  The problem is, I have yet to see this work.  Since event attendees really need to be management level, and if possible, senior level – asset owners, there is more selling required here than might be obvious.  A track record from past events suddenly becomes irrelevant when you look back and realize, most of your events have been sold out to IT and other non-asset owners.

In a recent event, where the invitation process was contracted out, I was told by the manager of the call center, “We are professionals and don’t require any input.”  Wow!  That’s great, so I can stop worrying about attendance, and just show up to speak on the appointed date?  Far from it.  Instead, their response turned into a last minute fire drill, with rooms rented, food ordered, speakers paid for, and only 2 qualified attendees signed up.  With two weeks to go, this solution provider was forced to either cancel and take a loss of the committed expenses, or open the doors to unqualified IT-level attendees.  The lesson here is this; the call center can fill seats, but it takes a higher level of expertise to reach people who can actually buy something.  Our event went forward, with predictable results.  A long list of attendees, high attrition on the day of the event, and very few resulting sales.  Event marketing can be highly effective, but when approached incorrectly, can produce “nothing” at a great cost.

© 2011, David Stelzl