Craig Klein

Co-Founder – Sales Growth Hub

Founder and CEO – SalesNexus

Sales Growth Hub Webinar Series

What is the Sales Growth Hub?

Trusted Experts in Growing

Businesses!

Webinars, Videos, Articles,

eBooks, all FREE!

Community where

businesses and sales and

marketing leaders meet.

Areas of Expertise

• Lead generation

• Search engine optimization

• Social media

• Web design

• Web development

• Sales consulting

• Sales coaching

• Sales tools and software

• Customer relationship

management

• Sales training

• Sales management

• Marketing consulting

• Email marketing

• Branding

• Video production

• Public relations

• Pay-per-click advertising

• Digital marketing

Hub Members

Webinar Schedule

12/17: 5 Must Do’s to Boost Pay per Click and Online Ad Results

Fair Marketing Web Marketing Team

My Sales People Won’t Use the CRM!

Craig Klein, CEO

SalesNexus.com

I Can’t Use It!

Busy… meetings, making calls, sending emails, traveling, working on proposals, blah, blah, blah…

Natural Resistance

Structure is their natural enemy!

Corporate goals – structure and systems and procedures

When systems don’t work, we tear it down and create a new one

Need to focus on the people

Search Youtube.com for “Dave Blanchard Stress and Structure”

CRM Failure

Failed to sell it to sales

Failed to close the loop

CRM Success

1. How to sell it to sales!

2. How CRM leads to 10% sales increase

MINIMUM!

CRM Attempts

Time constraints

Path of least resistance

No process defined

No clear expectations of sales communicated

“Let’s just start trying to use it”

CRM Success

Sales Buy in

Consistent Input

Defined Process

Re-enforcement - measurement

Is CRM strategic?

• Is your Internet presence important?

• Are your competitors generating leads in ways

you’re not?

• Can you identify which marketing spending is most

profitable?

CRM is the P & L statement of your marketing and

sales process

Process

Process

Process

Process

• Enable Communication

• More specific

• Teachable

• Coachable

• Actionable

Goals

Lead flow by source – get more leads that buyLead qualification – get leads your sales people can close

Goals

Proposals, Presentations, Demos, etc. – forecast sales

Goals

Goals

• Repeat Best Practices – do what works every time

• Automate – right message at the right time; more time

closing, less time prospecting

• Sales Training and Coaching – know what works and

what’s not working

How to do it?

1. Identify Sales Process2. Sources of Leads3. Identify Metrics and Goals4. Design CRM for optimum efficiency of data capture to drive

measurement5. Create campaigns - New web lead, New Lead, New Client,

Previous Client6. Build Processes and Automate7. Migrate data – accounting, sales, marketing, operations, etc.8. Training - Admin, Management, Marketing, Sales. Define

required use, metrics and goals and how to measure/analyze9. Tune Up - (after 2 to 4 weeks) - debrief with key users to

identify challenges and limitations and identify solutions.

Quick Tip

Try SalesScripter.com

1. Calling Scripts

2. Qualifying Questions

3. Objection Responses

4. Pre-call, post call, follow up emails

5. Content Marketing Outline – Lead Nurture topics!

6. Much more!

What is my sales process?

1. Sources of leads

2. Actions

• 1st step and on-going for each source

• Sales engagement steps

3. Qualification requirements for each step

4. Quantification – proposal, estimate, etc.

Lead Nurturing

Lead Nurturing

250000 350000 450000 550000 650000

Current

w Lead Nurturing

Sales

10% increase in sales!

Lead Nurturing

Web Leads? 25% or more!

Case Studies

Lead nurturing – Better Business Bureau

• Growing online Ad spend

• Conversions not closing

• Automated lead nurturing solution

• Increase sales 25%

Lead Nurturing

10% increase in sales!

• New Web Lead

• New Lead

• New Client

• Past Client

• 3 to 5 emails per campaign

• FAQ Style

Lead Nurturing

1. Write down 5 to 10 questions that potential clients

ask sales people most often

2. Each question becomes an email.

Examples:

Are you spending money on expensive maintenance?If so, take a look at this recent article, “5 ways to reduce maintenance costs.”

Are you wondering what will happen if your pump systems fail?If so, take a look at this recent article, “3 simple backup plans for pump systems”

Lead Nurturing

Lead Nurturing

Selling it to Sales

Talk to them – get input, make them part of the processWhat can we do to make your life easier? To help you sell?What work would you rather not have to do?

Emphasize the strategic importance and opportunitiesBetter leads / More leadsCrucial aspect of new initiatives – new products, new markets, etc.Lead Nurturing – show them the math!Automation

Define the requirements clearlyWhat does the sales person HAVE to do at each step in the sales process?

Train and support them as they learn and adapt

Selling it to Sales

Give them what they want!

Rewards

• Contests

• Incentives

• Cash

• ‘at a boys!

Leads

• Web leads

• Other New Leads – call ins, referrals, etc.

• Lists

• Purchased

• Trade Shows/Associations

Your Questions

Find Questions in the GotoWebinar control panel and type them in!

What Next?

Register at www.salesgrowthhub.com/event

What Next?

Sales Process Optimization Program

1. SalesScripter.com Walk Through2. Identify Sales Process3. Document Sources of Leads4. Identify Metrics and Goals5. Create Dashboards for Management, Sales, Marketing, Others6. Design CRM for optimum efficiency of data capture to drive measurement7. Create campaigns - New web lead, New Lead, New Client, Previous Client8. Build Processes and Automate9. Migrate data – accounting, sales, marketing, operations, etc.10. Training - Admin, Management, Marketing, Sales. Define required use,

metrics and goals and how to measure/analyze11. Tune Up - (after 2 to 4 weeks) - debrief with key users to identify

challenges and limitations and identify solutions.

What Next?

Sales Process Optimization Program

1. SalesScripter.com Walk Through2. Identify Sales Process3. Document Sources of Leads4. Identify Metrics and Goals5. Create Dashboards for Management, Sales, Marketing, Others6. Design CRM for optimum efficiency of data capture to drive measurement7. Create campaigns - New web lead, New Lead, New Client, Previous Client8. Build Processes and Automate9. Migrate data – accounting, sales, marketing, operations, etc.10. Training - Admin, Management, Marketing, Sales. Define required use,

metrics and goals and how to measure/analyze11. Tune Up - (after 2 to 4 weeks) - debrief with key users to identify

challenges and limitations and identify solutions.