Does your Marketing Plan Really Deliver Sales Creating

Does your Marketing Plan Really Deliver Sales? Creating Value for Buyers Introducing ADSPORT Guaranteed Sales Leads on Realistic Budgets

Why are Companies Successful? o o They Provide an excellent product or service. They Successfully Sell and Support what they produce.

5 Key factors Influencing Success Lead Generation (Marketing) Converting Leads to Sales Lifetime Customer Value (annualised) Operating Costs (Margin) Reinvesting Profit to foster innovation

Lead Generation (Marketing) Commonly known as Marketing A lead is defined as follows; A person or company that has expressed an interest in you or your product

Converting Leads to Sales What problem or desire does Your product address? What does solving that problem enable them to do? Can the buyer assign a value to that new capability? When do they want to have this new capability? What is the cost of doing nothing?

Increasing Lifetime Value Excellent Service & Support Customer Relationship Management Make it easy for customers to buy and get support, wherever and whenever they want it. Leads to Customer Loyalty Brand Recognition & Value

Increasing margin (optimize costs) Margin = Selling Price – Cost 2 ways to increase Margin Increase Selling Price Reduce Cost of Production and Sales Costs consist of two variables Fixed – constant regardless of production volume Variable - relating to volume and sales

Protect Profit and Increase Wealth Financial Maintain cash flow at optimum cost Reinvest Profits – Strategic Planning R&D – Innovation and diversification Increase production and sales capacity Legal Protect Intellectual Property Mitigate against contrary Conditions HR People are your most vital asset

Focusing on the 1 st - Marketing o o Marketing - Providing a constant flow of quality leads. Sales – Converting the leads into customers, in the shortest time, with a maximum lifetime value.

Before you spend a cent! o o Do you know your Target Market? Do you know why they will Buy Your Product? Do you know how they put a value on it? If Not, Don’t spend any money on Marketing – it won’t give you any return!

250+ Techniques fall into 7 Tactics The spokes in a wheel Support the wheel Keep it Round And Turning Smoothly To Keep Your Lead Generation Running Smoothly And Delivering Results You need 1 Technique From each of the 7 Tactics running All the time Lead Generation's Secret Seven (ADSPORT) Advertising Telephone Referral Direct Mail Speaking Online Publishing

Tactic 1 - Advertising Classic Advertising Print, TV, and Radio New Wave Google, Viral, Banner Innovative Luas Tickets, Space Shuttle, Taxi Promotional POS, Product hand-outs, competitions All Advertising MUST have a “Call-to-Action”

Tactic 2 – Direct Marketing Printed and Personalised Letter, Flyers, postcards, newsletters Electronic and Personalised e. Zines, Fax, Text, Newsreader Innovative Creative way of delivering targeted message to decision maker

Tactic 3 – Speaking Company Run Seminars Audio Tapes/CDs Training Media Interviews (TV, radio) Guest Speaker Excellent 1 to Many medium

Tactic 4 – Publishing Media Interviews in Print Web Articles, Blogs Press Releases White Papers e. Books n “let me introduce you to the guy who wrote the book”!

Tactic 5 – Online Web Presence Marketing and Sales Tool What should it achieve? Sign up for newsletter Avail of Consultation Buy Product Inform your prospects Can it be seen SEO, Page ranking, Blogs, etc

Tactic 6 – Referrals The Ultimate Lead Generation Tool Commonly known as “Word of Mouth” Have a Strategy Always ask Make it easy Reward Referrers

Tactic 7 – Telephone Outbound Cold calling (never) Telemarketing agency Inbound Scripts Interactive Call to Action Don’t Sell – set appointment

Focusing on the 2 nd - Selling o o Marketing - Providing a constant flow of quality leads. Sales – Converting the leads into customers, in the shortest time, with a maximum lifetime value.

Converting Leads to Sales Lead Generation Identifying – 10% Valuing Qualifying Negotiating – 25% – 50% – 75% Implementing / Supporting A good sales process ensures best sales practices get repeated

Converting Leads to Sales What problem or desire does the product address? What does addressing that issue enable the purchaser to do? Can the buyer assign a value to that new capability? When ideally do they need this by? What is the cost of doing nothing?

Definition of the 3 Rs o Solution Payback is expressed in terms of at least one of the following: n n n Revenue Growth Reduction in costs Regulatory Requirements

Sales Cycle 1 – Identifying – 10% o Solution payback mapped to 3 Rs o Champion Identified o Timeline to Purchase agreed

Sales Cycle 2 – Valuing – 25% o Champion Visualizes 3 R payback o Agreement to meet Decision Maker/s o 3 R Stakeholders Identified

Sales Cycle 3 – Qualifying – 50% o Decision maker confirms 3 R payback o Evaluation criteria and plan agreed o Method of Finance agreed

Sales Cycle 4 – Negotiating – 75% o Evaluation criteria met or exceeded o Verbal agreement from DM o Contracts with Legal and Purchasing

Closed - 100% o o You have the signed order and PO Number. Customer is really looking forward to delivery. o You deliver and give great service. o Customer is now a prospect again!

3 R Sales Process in Operation A good Sales Process means You can Track and Manage all Opportunities In a consistent Fashion. It Ensures that you “Repeat Success” And “Avoid Failure”

Can we help? Do People really understand what you provide – We can help by; Assessing your current marketing plans and past campaigns Creating Marketing Messages for you, that ensure prospects understand the value of what you do. Are you getting enough Quality Sales Leads – we can help by; Working with you set up and deliver the ADSPORT Lead Generation Program. Testing, adjusting and measuring all tactics, to maximise return on your spend. Do you want to close more Sales faster without discounts – we can help by; Assessing, training your Sales Teams Managing your Sales Teams Putting in place appropriate sales processes

Thank you for Participating Your Business Growth Specialists Increasing Your Sales Delivering More leads Coaching Leaders for Success Motivating teams and groups www. 3 r. ie