Presentation to SVAMA Emerging Media Morning Forum

1. WHAT DIFFERENTIATES YOU BUSINESS FROM
THE MOST SUCCESSFUL IN YOUR INDUSTRY?
ANSWER - YOU NEED MORE MEETINGS WITH PROSPECTS THAT LEAD TO BETTER
OUTCOMES
TAKING THE FIRST STEP IS CRITICAL . BEGIN THE KIND OF CHANGE THAT CREATES
SIGNIFICANT RESULTS
HERE ARE TWO GIFTS FROM OUR TEAM TO YOURS TO GET STARTED
(a free 1½ hour strategic sales lead or sales management analysis session)
MANAGEDFORCE
ZOOM TEAM-EVAL
SALES &
MARKETING One hour sales
Lead team evaluation
Generation and strategy
Strategy assessment
Session
Contact: Bruce Rossiter Contact: Greg Holsen
brossiter@zoomsales.biz Greg.holsen@managedforce.com

2. DOUBLE YOUR SALES
LEADS
LEADS
T h e Q u a l i t y a n d R e s u l t s o f Yo u r S a l e s L e a d s i s V i t a l To Yo u r S e l l i n g S t r a t e g y

3. Your Presenting Team
Bruce Rossiter
• President
– Zoom Industries – Private Equity Acquisition Company
– Zoom Sales & Marketing - Sales Lead Generation
• Silicon Valley AMA
– Chairman & Host of the Emerging Media Morning Forum
– Board of Directors
• Certified Social Media Strategist
Greg Holsen
• Principal & Founder
– ManagedForce – Transforming sales teams to compete
with the global top 2%.
• Founder
– Quorum Forum – Best Practices for Selling Professionals
• Appearances
– Good Morning America,
– 60 Minutes, and
– Numerous local media outlets

5. We show you how this translates into double
your income
Using traditional and digital sales and marketing
processes.
D o u b l e Yo u r S a l e s L e a d s

6. The Three Lanes for Sales Lead
Generation Mastery
• Telephone prospecting
• Email prospecting
• Social Media prospecting
D o u b l e Yo u r S a l e s L e a d s

7. Will start with the telephone to
create more leads.
D o u b l e Yo u r S a l e s L e a d s

8. Two important call strategies
1. Make as many dials as you can in a set time
period.
D o u b l e Yo u r S a l e s L e a d s

9. Two important call strategies continued
2. Pursue each call in-depth.
D o u b l e Yo u r S a l e s L e a d s

10. Consultative Versus “Features and Benefits” Selling Psychologist + Consultant
Think more like a Newspaper
Reporter
• Who
• What
• Why
• Where
• When
• How
“Let Me “Tell Me More
Tell You” About That”
Prospect
Your Needs
Offering
Product Focused Need Focused
Lower Margin Higher Margin
Consultative
Features & Benefits
D o u b l e Yo u r S a l e s L e a d s

11. Dealing with the three most prevalent
problems in telephone prospecting
1. Turning the pervasive fear of “no” into a
positive feeling:
D o u b l e Yo u r S a l e s L e a d s

12. Turning around the fear of “no”
There are a few techniques I’ve found very
helpful to make sure I pick up the phone and
start calling:
– Remembering the saying
“He who has begun
Has half done.
Dare to be wise;
Begin”
Horace
D o u b l e Yo u r S a l e s L e a d s

13. Turning around the fear of “no”
Looking at
things from a
positive frame
of mind
D o u b l e Yo u r S a l e s L e a d s

14. Turning around the fear of “no”
One successful practice -
Welcome each “no” as bringing you
that much closer to “yes”.
D o u b l e Yo u r S a l e s L e a d s

15. Start with the easy calls
Prospects coming from a referral are some of the
best qualified leads
• They prospect knows and trusts the referral source.
• You probably will have learned more about the basis for a call
from your referral source, so you are better prepared.
• The likelihood of the prospect needing your product or service
is much higher based upon the referring source’s estimates.
D o u b l e Yo u r S a l e s L e a d s

16. Turning around the fear of “no”
Another Successful Practice
• Calculate the value of each dial and then enjoy
picking up the phone and counting all the
money you make with each dial, irrespective
of it being a “no”.
• We will show you how to calculate this dial-
value at the end of the presentation.
D o u b l e Yo u r S a l e s L e a d s

17. 2. Reaching a decision maker when you’re
not ready to leave a voicemail message
• Can you page him/her please?
• Is there someone sitting near his office that
can see if he’s there?
• Can you give me his “business” mobile
number?
D o u b l e Yo u r S a l e s L e a d s

18. 3. Getting through the electronic gatekeepers
D o u b l e Yo u r S a l e s L e a d s

19. It Takes 8-14 Attempts to Reach Someone
Through Voicemail on Average
How many do most make prior to
quitting?
3 Attempts
Reason it takes so long?
FAIL TO LEAVE A COMPELLING MESSAGE
D o u b l e Yo u r S a l e s L e a d s

20. Leaving Successful Voicemails
The result of your emails is highly depended on these six factors:
1. Your ability to created firm, controlled excitement in your voice.
2. Your timing in regard to their need.
3. How compelling your voicemail is to them.
4. How long it is
5. How often you contact them.
6. Getting admin support.
D o u b l e Yo u r S a l e s L e a d s

21. Dealing with the 3 Death Questions
• “What’s this regarding?”
• “Is he or she expecting your call?”
• What company are you with (or what do you
do)?”
D o u b l e Yo u r S a l e s L e a d s

22. Getting a prospect’s
Key Factors
attention with a better
value proposition 1. Focus on the competitive pains in
YOUR PROSPECTS industry
2. How will what you do increase
revenue for the prospect?
3. Can it pay for itself?
4. Know your competitors and how
they sell!
5. It is best to guide the prospect to
having THEM tell you what your
unique value proposition really is .
6. They have heard the sell – help them
understand the core “why” by
focusing on what others saw in your
product that induced them to buy.
D o u b l e Yo u r S a l e s L e a d s

23. The Important Call
What to know about this technique
Pro: It can net as high as 80% callbacks
Con: 1 out of 10 executives will be a little miffed at your use of the
technique.
This technique should be used when you have something that is
critical to the prospects business.
How the Call Works
First understand the method of delivery.. Quick yet relaxed delivery
with authority and no level of undo excitement.
What is said:
Bruce, ’ Greg Holsen –(Pause) important we talk – call me at 408-xxx-
xxxx. (Hand Up)
If executive gets miffed say I told you it was important but it wasn’t
urgent. If you give me a half a minute I’ll tell you why I called and you
can determine if I should have made the call.
D o u b l e Yo u r S a l e s L e a d s

24. The 1st mistake: Not Researching Before Making the Call
If you call a prospect without knowing what they do, then you're wasting
everybody's time.
The 2nd Mistake: Opening the Call with "How Are You?"
Asking "How are you?" when making a cold call is like sending a 30 second
advance warning for a nuclear strike. You might think you're being
considerate, but all you're doing is alerting the poor prospect to their
impending "death by cold call“.
Ways to
The 3rd Mistake: Technical Jargon and Acronyms
It's easy for salespeople to flaunt industry jargon and buzzwords, but it
Make often alienates and confuses prospects.
Sure Your The 4th Mistake: The One-Way Conversation
There are three kinds of communicators: the bore: they talk about
Cold Call themselves, the gossip: they talk about others and the brilliant
conversationalist... they talk about you.
Stays
The 5th Mistake: The Premature Meeting Invitation
Calling a stranger and asking for a face-to-face meeting in the first 30
Cold seconds is like asking somebody out on the first date. a date right after
being introduced
D o u b l e Yo u r S a l e s L e a d s
Source: Michael Schell

25. Finding Pain Points and
Key Factors
Knowing What to Do
With Them 1. Pain comes from questioning
• Consultative Approach
2. Pain comes from similar people with
similar challenges
3. People need to resolve pain to
justify spending money.
4. Don’t miss pain – if it uncovered it is
DEADLY to miss it in the sales
process.
5. Run the Pain Funnel
D o u b l e Yo u r S a l e s L e a d s

26. Handling Objections
Welcome objections -
• That means that the person you’re speaking
with is engaged.
• Ask them if they’ll consider your proposition if
you can successfully address the objection.
• Make a list of likely objections and their best
answer.
D o u b l e Yo u r S a l e s L e a d s

27. Articles about handling objections.
• Objection-handling process: The overall process for handling objections
• LACE: A four-part handling method.
• Tip the bucket: Ask for all remaining objections.
• Types of objection: Common categories of objection.
• Objection-handling techniques and methods
• Boomerang: Bouncing back what they give you.
• Objection Chunking: Taking a higher or lower viewpoint.
• Conditional Close: Make closure a condition for resolving their objection.
• Curiosity: Don't be sad, be curious.
• Deflection: Avoid responding to objection, just letting it pass.
• Feel, felt, found: A classic way of moving them.
• Humor: Respond with humor rather than frustration.
• Justification: Say how reasonable the objection is.
• LAARC: Listen, Acknowledge, Assess, Respond, Confirm.
• LAIR: Listen, Acknowledge, Identify objection, Reverse it.
• Objection Writing: Write down and cross out objections.
• Pre-empting: Handle them before they happen.
• Pushback: Object to their objection.
• Reframing: Change their cognitive frame.
• Renaming: Change the words to change the meaning.
• Reprioritize: So ones you can't handle are lower.
• Writing: Write down objections then cross them off as you handle them.
D o u b l e Yo u r S a l e s L e a d s

28. Handling “Just send me your
information and I’ll look at it”
D o u b l e Yo u r S a l e s L e a d s

29. Using direct mail or an Email to warm
up a prospect
If your list of prospects satisfy the opt-in
requirement, sending out emails that have a
call to action can substantially warm up leads.
D o u b l e Yo u r S a l e s L e a d s

30. The importance of the “Subject: or
title of the email and the “From” line
• Crafting the title to your email will make a major
difference in you open rate, as will who you list in
the “From” line.
• Experts believe that the open rate from tweaking
these two variables can make a difference of 50%
in the open rate. See http://bit.ly/hZ0Pbr
D o u b l e Yo u r S a l e s L e a d s

31. Using Email in launching a new
social media enhanced website
D o u b l e Yo u r S a l e s L e a d s

32. Using Social Media to Generate Sales
Leads
The main purpose of a well is to designed social
media enabled website is to drive prospects to
you instead of you having to search them out
as you do with telephone calls and emails.
D o u b l e Yo u r S a l e s L e a d s

33. Thought Leadership
The maid way to establish yourself as a company
or person sought out by prospects is to have
developed a significant presences as a thought
leader. This means, at the heart, blogging.
D o u b l e Yo u r S a l e s L e a d s

34. Why is a blog important?
In a nutshell, a blog allows several things to occur:
• Show your expertise through your writings,
• Develop trust when readers experience you as an expert,
• Reader’s to engage with you through their comments,
• Unlike newsletters, blogs can be linked to hundreds if
not thousands of other sites and platforms,
• Blogs increase your websites visibility and ranking,
• Blogs help you dominate the results on a Google search,
• Unlike ads, blogs live on for years, constantly giving you
exposure in the topic areas of your articles.
D o u b l e Yo u r S a l e s L e a d s

35. Most small businesses do not blog
Websites 2.0 that are Social Media Enabled
Websites Web 2.0 Blog
1 No No
2 No No
3 No No
4 No No
5 No No
6 No No
7 No No
8 No No
9 No No
10 No No
11 No Yes
12 Yes Yes
D o u b l e Yo u r S a l e s L e a d s

36. • “I don’t have time to blog” is the most often
response when discussing initiating a blog.
• Yet we have time to go to networking events
once and sometimes twice a week to hunt for
prospects. Blogging is networking on steroids.
D o u b l e Yo u r S a l e s L e a d s

37. The numbers tell the story
• If a person goes to 1 networking event a week
to meet prospects, the net result for a month
would probably look like this:
– Met 7 new people per event, with two that look
like good ones to stay in touch. That means 2
prospects per week or 8 prospects per month or
96 per year.
– The actual number of closed business from
these prospects ranges from 1 to 2, on average.
D o u b l e Yo u r S a l e s L e a d s

38. The investment of time networking events
is prohibitive from a sales yield standpoint
• If one goes to 48 networking events a year and
the average event lasts 1.5 hours plus travel
back and forth of 1 hour, the investment of time
is 2.5 hours * 48 or 120 hours.
• If the billing rate for the principal going to these
events is $125/hour, the investment to get 1 to
2 sales was $15,000.
D o u b l e Yo u r S a l e s L e a d s

39. The payoff from social media for this
same investment is much greater
“I'm not Irish but I'm a pretty lucky person. This is a good day to
start this blog. I've been chasing around in the digital
education market for some time now and have so much to
share. My venue arrived this week in the form of this blog.
Now I have room to grow! I feel like I've climbed out of the
box.
Every day I read about something new in digital education.
Avid research is something I really enjoy. Figuring out the
puzzle of tech tools is fun for me. I can make it easy for you.
Stop by often!”
D o u b l e Yo u r S a l e s L e a d s

40. Or one could write 24 researched articles, one
every two weeks and publish 100 conversational
ones.
D o u b l e Yo u r S a l e s L e a d s

41. • By spending this time blogging instead of
exclusively networking, one can reach thousands
of prospects instead of few hundred.
• The quality of the prospects will be much higher
than from networking. Instead of meeting
networkers who are looking for business, you’ll
find prospects who are looking for suppliers like
you.
D o u b l e Yo u r S a l e s L e a d s

42. Influencer Marketing targets Influencers to pass on the
message to their network.
D o u b l e Yo u r S a l e s L e a d s

43. eCairn’s readership increased 1000% when
they started optimizing their blogs
• Readership increased from 150 average users to 1,500 average
readers.
• eCairn had two blogs that spiked at over 6,000 readers.
• Their traffic rank puts them at 30,000 out of 234 million blogs.
D o u b l e Yo u r S a l e s L e a d s

44. Video is a growing influence in digital
marketing
D o u b l e Yo u r S a l e s L e a d s

45. D o u b l e Yo u r S a l e s L e a d s

46. In 3 Years More
People Will Be
watching The
Internet Than
Reading It.
People are watching 2
billion videos a day on
YouTube and uploading
hundreds of thousands
of videos daily. In fact,
every minute, 24 hours
of video is uploaded to
YouTube.
D o u b l e Yo u r S a l e s L e a d s

47. YouTube is bigger than Yahoo
D o u b l e Yo u r S a l e s L e a d s

48. Ideally How Many Videos Should I
Produce Per Month?
ONE
RULE:123 To
THREE
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49. TOP 12 VIDEO HOSTING SITES
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50. If we don’t all adapt to our practices to embrace
Social Media methods, our competitors will teach
us how. But only after they own most of the
market.
D o u b l e Yo u r S a l e s L e a d s

51. Video properly optimized
with keywords, unique Title
tags and Meta content
often times get first page
rankings within hours.
Automates the
distribution process
and saves time.
D o u b l e Yo u r S a l e s L e a d s

52. D o u b l e Yo u r S a l e s L e a d s

53. As promised, here are two demonstrations that
show the power of telephone marketing
D o u b l e Yo u r S a l e s L e a d s

54. Zoom’s “Zcalculator program”
Uses industry and Zoom’s experiential caller-results algorithm and company
supplied information.
Of interest to us today is to show:
• Overall sales generated from a program
• The value or worth of each individual dial
D o u b l e Yo u r S a l e s L e a d s

55. Calculating the Value of 1 Dial
Table 1
Calculating the value of each dial
Dials-to-Contacts: 10%
Contacts-to-Appointments: 20%
Appointments-to-Sales: 25%
Pre-tax profit margin: 35%
Average Annual Order Amount ("AAOL") $ 15,000
If a caller makes 1 dials to reach a decision maker,
this results in 0.1 contacts,
which result in 0.02 appointments,
which result in 0.005 sale(s),
times the AAOA, produces $75 in sales per dial,
times the pre-tax profit margin produces $26.25 in value to you for each dial
D o u b l e Yo u r S a l e s L e a d s

56. What can this process do for your company
in reaching its goals?
D o u b l e Yo u r S a l e s L e a d s

57. Smaller companies now know what to
do to meet their projections
Sales & Caller Calculator
"Your Company"
Year 1 Year 2 Year 3
Company's Projected Sales $1,000,000 $1,500,000 $2,000,000
New sales from Zoom's Program $379,078 $712,555 $964,299
Recurring sales from each prior year's sales $208,626 $380,401
Total Sales from Zoom's Program $414,693 $756,135 $1,013,982
Less: Zoom Program expenses ($35,615) ($43,580) ($49,682)
Net sales from the Program $379,078 $712,555 $964,299
Percentage contribution to projected sales 41% 50% $0
Maximum Cumulative Net Loss (Month loss occurs in adjacent cell) No Loss NA
Yearly Return on expenses of the Program 349% 521% 612%
Number of Dials 5,529 7,122 8,041
Number of Contacts 553 712 804
Number of Appointments 111 142 161
Number of new Clients per year 28 36 40
Number of Callers at Year End 1 1 2
Revenue earned from 1 Dial $182
D o u b l e Yo u r S a l e s L e a d s

58. Wrapping Up
• Our emphasis has been on telephone prospecting and social media
prospecting, with some assistance from email.
• A combination of telephone calling and emailing can double or
more ones sales,
• Social Media generates leads by establishing oneself as a thought-
leader in your industry.
• Blog writing is the primary tool.
• One can leverage blogging significantly over traditional networking
meetings. The audience will be mostly seekers of your services, not
seekers of clients like your doing.
• We observed how Influencer Target Marketing can increase one’s
blog readership by 1000%.
• Finally we looked at how to calculate one’s per-dial value and the
value to a company of running such a program to meet their
projections.
D o u b l e Yo u r S a l e s L e a d s

59. Thank you for joining us today
Bruce Rossiter
President and CEO
Zoom Sales & Marketing
408-260-5249
brossiter@zoomsales.biz
Greg Holsen
Principal & Founder
ManagedForce
(408) 260-5326
www.managedforce.com
greg.holsen@managedforce.com
D o u b l e Yo u r S a l e s L e a d s