Sales is a process, from the sorting of strangers to the cultivation of referrals. Learn about the inverse relationship between sales and marketing, how using change management between strangers, leads, prospects, clients and customers helps increase your revenue. Discover missteps Canadian companies make when expanding into the United States Healthcare markets.

1. Amy Larrimore
Vincent Finn

2. Current: Managing Partner of The Empire
Builders Group, Subject Matter Expert in
Information Systems and Technology
Previous: Information Systems
Development, Exited Founder, Algorithm
Creator, International Business, Process
Engineering, Regulatory Compliance
Clients:
 Located in:
 United States
 Canada
 Europe
 Mexico
 Including:
 Global Fortune 50
 Fortune 500
 Prominent Investors
 Emerging Growth
amy@empirebuilders.com

3. Current:Trade Commissioner for Foreign
Affairs,Trade & Development Canada
Previous: International Sales & Marketing,
Product Development, Sourcing and
Manufacturing
 United States:
Telecommunications and
Systems Integration
 Clients: Fortune 500
pharmaceutical, financial
& manufacturing.
 Far East: Product
Outsourcing & Relocation
 Clients: US & Chinese
OEM’s.
 Europe: Purchasing &
Quality Control
 Clients : Major Retailers
in UK & Europe.
 Africa: Commodities &
Oil Services
 Clients: Government &
Multinationals
Vincent.Finn@international.gc.ca

4. Strangers
Leads
Prospects
Clients

IntensityofMarketing
IntensityofSales
FAIL: Be Boring
FAIL: Miss the Flirt
FAIL: Make Buying Hard
FAIL: No More Romance
amy@empirebuilders.com

5. 80%
amy@empirebuilders.com

6. Sorting Big Dollar Strangers
Turning them into Leads
Strangers
Leads
Prospects
Clients

amy@empirebuilders.com

7. Not Seeking
Seeking amy@empirebuilders.com
amy@empirebuilders.com

8. Vincent.Finn@international.gc.ca

9. Vincent.Finn@international.gc.ca

10. You’re never
boring when
there is something
in it for me.
How do I
talk to
new
friends?
Yo!
Dinosaurs
are SO cool.
amy@empirebuilders.com

11. They just don’t know how fabulous you are…
Vincent.Finn@international.gc.ca

12. Would you rather be drinking in the pub instead of
smiling and dialing?
Vincent.Finn@international.gc.ca

13. By Chris Brogan
amy@empirebuilders.com

14. Strangers become Leads when
They Know WhatYou Do
You Know Who They Are
Strangers
Leads
Prospects
Clients

amy@empirebuilders.com

15. Seeking
Seeking
Quality
Seeking
Commitment
Seeking
Features
Seeking
Price Seeking
ROI
amy@empirebuilders.com

16. Decision Makers
Champions
Influencers
Stakeholders
Change Adverse
Vincent.Finn@international.gc.ca

17. PERMISSION
MARKETING VS.
INTERRUPTIVE
MARKETING
Vincent.Finn@international.gc.ca

18. amy@empirebuilders.com

19. amy@empirebuilders.com

20. Not
Boring
Message
Person
Engages
Segment
Targeted
Not Boring
Message
Person
Engages
Segment
Ask or
Close
When someone
engages, follow-up
with something
interesting to them
specifically.
amy@empirebuilders.com

21. Strangers
Leads
Prospects
Clients

amy@empirebuilders.com

22. Seeking
Seeking
Quality
Seeking
Commitment
Seeking
Features
Seeking
Price Seeking
ROI
Vincent.Finn@international.gc.ca

23. It’s not about getting the purchase order
Focus on the next step in the process
It takes time
Vincent.Finn@international.gc.ca

24. The Ultra Custom Product
The Over Proposal
The Product Ego
What Do You Sell?
amy@empirebuilders.com

25. $$$$$$$$$$
amy@empirebuilders.com

26. Expertise
You do know
emergency rooms in
this country are
managed by third
parties?
Proximity
Who is taking them
to lunch?
Vincent.Finn@international.gc.ca

27. Vincent.Finn@international.gc.ca

28. Sorting
Creating
Interest
Engaging
Seeking
Quality
Seeking
Commitment
Seeking
Features
Seeking
Price Seeking
ROI
amy@empirebuilders.com

29. Strangers
Leads
Prospects
Clients

FAIL: No More Romance
amy@empirebuilders.com

30. • References
• Recommendations
• Strategic Partners
• Champion to the Board
• TakeYou to Next
Company
• ExpandYour
Deployment
• TellYou the Obstacle
Vincent.Finn@international.gc.ca

31. Vincent.Finn@international.gc.ca

32. Sales Technology Can Help.
amy@empirebuilders.com

33. Remember Susie?
 We’d have a record of that
 And her contact details
 And our interactions
 And next steps
Seeking
Quality
amy@empirebuilders.com

34. [SPAM] ONE DAY ONLY. 20% OFF
SITEWIDE
amy@empirebuilders.com

35. BUY 5 TO GET A FREE SANTA HAT?
ME! ME! ME!
amy@empirebuilders.com

36. HOMEWORK
Strangers Leads Prospects Clients Referrals
• Establish today’s count in each category
• Use your “target market” designation
from Alice and Tom to create a Lead
Qualification Criteria
amy@empirebuilders.com

37. Qualifying, Prospecting and
Panning for Gold -
AngieYasulitis
Pitch Like a Pro and Close -
Merom Klein
Ask Me Anything - Selling
through Partnerships -
Vincent Finn
Death by Proposal - Too
Much Proposal Kills the
Deal - Geoff Weber
Don't be that Guy, Call in
the Morning. CRMs GetYou
a Second Date. -
Amy Larrimore
amy@empirebuilders.com