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How to teach salespeople to always ask the right questions
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Build Email Drip Campaigns that Convert Sales
- 1. Build Email Drip Campaigns that Convert Sales Michael Halper Founder and CEO SalesScripter
- 2. What is a drip campaign? An automated email marketing campaign that sends a number of emails to a prospect over a period of time
- 3. Why Email Drip? • “No” is usually “No, not right now” • Need a way to be at the top of mind when the “No” becomes a “Yes” • It is difficult to time it perfectly so that you are in front of your prospect exactly when they need you • It is also difficult to share all the information that you want to communicate at one time
- 4. Email Marketing List Step 1: Gather / Collect Email Addresses Current Systems • CRM • Accounting • Email accounts Purchased Lists • LeadFerret • SalesGenie • ZoomInfo Web Traffic • Call-to-action,Opt-in form, Landing page • Pay-Per-Click, SEO Social Media • Export connections • LinkedIn • Facebook Phone Prospecting • Email addresses from target contacts
- 5. Step 2: Segment Your List Suspects Targeted prospects that are being pursued but have not actively engaged, don’t know who you are Examples • Purchased lists • Someone found on social media Prospects Contacts that know who you are and may have a fit and/or interest Examples • Email opt-in • Had one conversation • Had a meetings • Requested information • Inbound lead • Qualified leads/opportunities in pipeline Clients / Customers Currently purchasing products and services Subcategory Can include a subcategory for Past Clients that includes clients that you have done business with in the past or customers that cancel services Referral Partners Contacts that would not likely buy from you but could refer business Examples • Friends • Family • Individuals in similar field/role • Competitors
- 6. Step 3: Develop Content Prospect-Focused (Them) Best practices /Tips • How to do something the best way • How to make improvements • How to solve common problems Examples • Articles, blog posts, whitepapers, videos, ebooks, etc. Developing this Content • Look at the value that your products and services offer • Look at the pain that you offer • Create content aligned with those points • Deliver that content or previews of the content through the emails Product-Focused (You) Product Info • FAQ answers, common objection responses, promotions, differentiation, product updates and announcements, detailed product info Company Info • Company facts, case studies, Developing this Content • Brainstorm FAQs and develop answers • Brainstorm common objections and develop responses • Write about some customer success examples
- 7. 2 Types of Email Formats Plain Text / One-to-One
- 8. 2 Types of Email Formats HTML / One-to-Many
- 9. Step 4: Build Campaigns - Pursuit Levels Persistent Frequency Options • One per day • Every other day • Every three days • Once per week Total Quantity • Continue indefinitely • Until contact unsubscribes Subtle Frequency Options • One per week • Every other week • One per month • One per quarter Company Infosd • Continue indefinitely • Until contact unsubscribes Medium Frequency Options • Twice per week • Once per week Total Quantity • 3 to 6
- 10. Step 4: Build Campaigns - Suspects Suspects Targeted prospects that are being pursued but have not actively engaged, don’t know who you are Examples • Purchased lists • Someone found on social media Audience Segment Prospect-Focused (Them) Type of Content Medium Frequency Options • Twice per week • Once per week Total Quantity • 3 to 6 Pursuit Level Email Format
- 11. Prospects Contacts that know who you are and may have a fit and/or interest Examples • Email opt-in • Had one conversation • Had a meetings • Requested information • Inbound lead • Qualified leads/opportunities in pipeline Step 4: Build Campaigns - Prospects Audience Segment Persistent Frequency Options • One per day • Every other day • Every three days • Once per week Total Quantity • Continue indefinitely • Until contact unsubscribes Pursuit Level Prospect-Focused (Them) Type of Content Product-Focused (You) Email Format
- 12. Clients / Customers Currently purchasing products and services Subcategory Can include a subcategory for Past Clients that includes clients that you have done business with in the past or customers that cancel services Step 4: Build Campaigns - Clients Audience Segment Subtle Frequency Options • One per week • Every other week • One per month • One per quarter Company Infosd • Continue indefinitely • Until contact unsubscribes Pursuit LevelType of Content Prospect-Focused (Them) Product-Focused (You) Email Format Key Differences • Cross-sell for current customers • Come back for past customers • Passive pursuit level • HTML format only
- 13. Referral Partners Contacts that would not likely buy from you but could refer business Examples • Friends • Family • Individuals in similar field/role • Competitors Step 4: Build Campaigns – Referral Partners Audience Segment Subtle Frequency Options • One per week • Every other week • One per month • One per quarter Company Infosd • Continue indefinitely • Until contact unsubscribes Pursuit Level Prospect-Focused (Them) Type of Content Product-Focused (You) Email Format Key Differences • Passive pursuit level • HTML format only
- 14. 2 Email Drip Marketing Approaches • Passive – Send continuous flow of emails – Focus on driving inbound traffic • Proactive – Follow-up strategically on email activity
- 15. Email Drip Funnel Tier 1 – Suspects Goal: Lead Generation Tier 2 – Prospects Goal: Building Interest Tier 3 – Clients Goal: Retention and Cross- Selling Tier 4 – Past Clients Goal: Come Back Tier 5 – All Goal: Staying In Touch
- 16. Making the Call
- 17. If You Want More Help Sales Coaching and Sales Consulting • 2 or 5 hour blocks of one-on-one coaching • Weekly 30 minutes one-on-one coaching sessions • Weekly 1 hour one-on-one coaching sessions • Weekly Unlimited one-on-one coaching session • Weekly 1 hour group coaching sessions Contact us if interested – info@salesscripter.com
- 18. If You Want More Help • https://www.youtube.com/user/LaunchPadSol • Or search Sales Scripter • Over 130 videos • Sales Prospecting 101 Training Program • Webinars • Sales Tips • SalesScripter demo videos • Subscribe Go to Our YouTube Channel
- 19. If You Want More Help • Five ebooks – Found at https://salesscripter.com/ebooks/ – Do’s and Don’ts of Cold Calling – How to Get around Cold Call Objections – How to Build a Value Proposition that Generates Leads – How to Build Sales Campaigns that Sell – How to Build Email Drip Campaigns that Convert Sales • The Cold Calling Equation – PROBLEM SOLVED – Found at http://www.amazon.com/The-Cold- Calling-Equation-Problem/dp/1468173545 Check Out Our Books
- 20. If You Want More Help • Week 1 – Understanding the Ideal Sales Process – How to Make Cold Calls – Appointment Setting Tactics – Voicemail Messaging Methodology • Week 2 – Sales Messaging Workshop – How to Get Prospect’s on the Phone – How to Get Around Objections – How to Incorporate Buyer Personas into Your Selling – Overview of a 2-Step Qualifying Process New Hire Onboarding Training Program / Sales Prospecting 101 • Week 3 – How to Build Your Value Proposition – How to Focus on Prospect Pain – How to Get Around Gatekeepers – How to Perform the Perfect Takeaway • Week 4 – How to Build Rapport, Interest, and Credibility – How to Improve Mental Strength When Selling – How to Be a Better Closer * Available through e-learning videos, live virtual, or live in-person * Can be tailored to your business
- 21. If You Want More Help • Build your scripts and campaigns – Call scripts – Email templates – Voicemail Scripts – Objection responses – Key Questions – And more • $49 per month / $29 per month with annual subscription – 30 Day Money Back Guarantee Sign up for SalesScripter
- 22. What is SalesScripter? Cold Calling Objections Gatekeepers Sales Messaging Voicemail Qualifying Closing Sales Process Rapport Building Interest Cold Emailing Setting Appointments Building Credibility Call Cadence • Provides complete clarity for what a salesperson should do and say • Very practical and easy to understand / implement / adopt • Consultative selling approach • Many tactics are counterintuitive One Half - Sales Methodology
- 23. What is SalesScripter? Cold Calling Scripts Objection Responses Key Questions Marketing Tools Voicemail Scripts Meeting Scripts Cold Email Templates • Software platform that provides all the tools needed to execute the methodology • Campaign-based (buyer persona) structure • Makes it extremely easy to implement and reinforce the methodology One Half – Prospecting Platform Software Application
- 24. Complete Sales Training Solution Cold Calling Objections Gatekeepers Sales Messaging Voicemail Qualifying Closing Sales Process Rapport Building Interest Cold Emailing Setting Appointments Building Credibility Call Cadence Methodology Salesperson Manager Cold Calling Scripts Objection Responses Key Questions Marketing Tools Voicemail Scripts Meeting Scripts Cold Email Templates Software PlatformResources and Services Books Training Videos One-on-One Coaching Sales Consulting Live Training Completely Aligned
- 25. SalesScripter What do you sell? ___________ How does it help? ___________ What problems do you fix? ___________ What questions should you ask? ___________
- 26. SalesScripter
- 27. SalesScripter
- 28. Questions? Michael Halper Founder and CEO SalesScripter mhalper@salesscripter.com www.salesscripter.com
