The Art and Science of Lead Generation - Ken Krogue & Amanda Holmes
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Transcript of The Art and Science of Lead Generation - Ken Krogue & Amanda Holmes
Ken Krogue Founder, President & Chief Strategy Officer InsideSales.com
INTRODUCING
Amanda Holmes CEO
Chet Holmes International
Jim Steele Former Salesforce Chief Customer Officer Head of Worldwide Sales
THE CONNECTION
Advisory Board Member
Chet Holmes International
Currently President of Worldwide Sales & Chief Customer Officer InsideSales.com
Chet Holmes Protégé of Charlie Munger Helped 200,000 businesses
THE ORIGINS OF THE CHET HOLMES METHOD
The Book NY Times
#1 Amazon 7 years later 78 Training Products
100 countries
www.ChetHolmes.com/DoubleSales © 201 Chet Holmes Interna;onal. All Rights Reserved.
6
What we’re going to cover…
• 5 Reasons Your Marke.ng Isn’t Working Like It Should… • 3 Ways to Fix it
• How to Get 9x the Response From Your Marke.ng Spend
www.ChetHolmes.com/doublesales
5 Reasons Why Your Marke;ng Isn’t Working Like It Should
• TRUST: They don’t trust you. Likeability is at an abysmal 17%. Millennials trust BLOGGERS more than TV News.
• COMPETITION: They see 5,000 commercial messages and product placements a day. • IMPATIENCE: due to the instant gra;fica;on of the internet, the aZen;on span is
half what it was just 10 years ago. • WASTED Online Marke;ng: 86% of ads that are paid for are never seen. • Salespeople are poorly trained: Training salespeople isn’t going well for most
companies. • Majority of companies spend less than 2 months onboarding new sellers. • And yet it takes on average 8-‐12 months for salespeople to perform like their tenured colleagues. • Companies with great onboarding processes train 34% faster, 4 months quicker than those who have no
training.
But all of these are just small issues, they’re symptoms, not the root cause of the problem. Let’s do a liZle exercise and I’ll show you…
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9 Imagine you’re in a Stadium
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Write your Stadium Pitch :tle now…
www.ChetHolmes.com/DoubleSales © 201 Chet Holmes Interna;onal. All Rights Reserved.
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Let’s Define Your Audience
3% Buying Now
7% Open to it
30% Not thinking about it
30% Thinking they’re not interested
30% Definitely NOT interested!
for ANY product or service
Was your .tle focused
on THEM?
Or was it focused on you?
www.ChetHolmes.com/DoubleSales © 2015 Chet Holmes Interna;onal. All Rights Reserved.
The PROBLEM
99% of marke.ng and sales messages are focused on YOU,
Was.ng 90% of your .me, energy, and
money.
The Key Components of a Stadium Pitch
ü A Head Turning Title ü Market Data is way more mo;va;onal
than product data ü Content that offers solu;ons to
problems. (Not product/service centered)
ü The ability to get the remaining 97% of your market aware of your product or service and interested enough to become your customer…
www.ChetHolmes.com/DoubleSales © 2015 Chet Holmes Interna;onal. All Rights Reserved.
www.ChetHolmes.com/DoubleSales © 201 Chet Holmes Interna;onal. All Rights Reserved.
14
Can You Add One Great “Wow” Data Point?
Better Bad
“Finance Your Home!”
Bad Title
BeZer Title
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15
Better Bad
7 Reasons Den;sts Are Going Out of
Business
Save Up to 50% on Dental Equipment!
Bad Title
BeZer Title
People in Pain Take Ac;on Much Quicker
“We expanded our opera,ons across the brands with 13 shops in DK, 20 bou,ques in Germany and 65 In Norway and closed USD $200 million worth of contracts for the rest of the year...in addi,on to the business we were
already handling.
I wanted to let you know! We made a direct mailing to our best buyer group and achieved a direct response of (are you siNng down?): 58% and growing as I write to you. When did anyone get 58% direct response on a direct mailing?
This s*** works man!”
Dennis Lindberg-‐President, Formio Sequoyah
Just to show it works…
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1. Teach Them Something of Value: Sell one to many?
“People will come to you and stay longer to hear something of value to THEM, then they ever will just to be sold to.” @ChetHolmes
www.ChetHolmes.com/DoubleSales © 201 Chet Holmes Interna;onal. All Rights Reserved.
19
Better Bad
10 Opera;onal Inefficiencies Cos;ng
You a Fortune
Do you want to buy solar panels?
Bad Title
BeZer Title
Greg Went From a 1 Man Contractor to a 7 Figure Business Using This Stadium Pitch
“I consider myself blessed to have been trained with the Chet Holmes Method.
Without that, I would have remained a small Eme contractor closing one out of every ten
sales calls that I went on.
Instead I built a 7 figure business as a part Eme student in college. If I could do it, you can too.”
Greg Digneo, Co-‐Founder of
Solar Panel Company Systems of Apollo
If a college kid can do it, you can too…
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3,400,000 Compe;;ve Results
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!
112,000 Compe;;ve Results
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!
www.ChetHolmes.com/DoubleSales © 201 Chet Holmes Interna;onal. All Rights Reserved.
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How Can You Be 2 Steps BEFORE Your Compe;;on?
Better Bad
“5 Things Every Bride Should Know to Avoid
Disaster on their Wedding Day.”
“Wedding Photographer Best Value, click here.”
Bad Title
BeZer Title
www.ChetHolmes.com/DoubleSales © 201 Chet Holmes Interna;onal. All Rights Reserved.
26 What’s the number one goal of your website? GET visitor informa;on!
Better Bad
“You can lower your workers housing
expenses by 39% or more!
Get instant access!”
“Relocation retreat. Sign up for our
waiting list!”
Bad Title
BeZer Title
“My bookings have doubled since this Eme last year and I’m on track to double my sales from the previous year! Gene is an amazing mentor and I’ve learned more than I ever could have
done on my own in 5 months using this educaEonal approach. It really gives me a
compeEEve advantage.” Brant Greathouse, Founder
www.corporatehousingcoop.com
Just to show it works…
www.ChetHolmes.com/DoubleSales © 2015 Chet Holmes Interna;onal. All Rights Reserved.
www.ChetHolmes.com/DoubleSales © 201 Chet Holmes Interna;onal. All Rights Reserved.
28
What we’re going to cover…
• 5 Reasons Your Marke.ng Isn’t Working Like It Should…
• 3 Ways to Increase Your Current Lead Genera.on
• How to Get 9x the Response From Your Marke.ng Spend
If you want to learn more, we have a complimentary training 3 Strategies to Double Sales: www.ChetHolmes.com/doublesales
www.ChetHolmes.com © 2015 Chet Holmes Interna;onal. All Rights
Reserved.
29
Training Includes: • Session 1: Marke;ng Master • Session 2: Best Buyer Strategy • Session 3: Ul;mate Advantage • *Session 4: Time and Results Management • Session 5: Hiring and Talent • Session 6: Seven Musts of Marke;ng • Session 7: Detailing and Perfec;ng the Sales Process • Session 8: Follow Up • *Session 9 & 10: Get An Appointment with Anyone • Session 11: Professional Presen;ng and Skills Training • Session 12: Virtual Hacks
12 Core Competencies for Doubling Sales BONUS FOR YOU TODAY
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Rights Reserved.
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Session 4: Time Management Secrets of Billionaires
• Get a 400% Increase in Your Produc;vity by Following 6 Simple Steps.
• How to Avoid the Got-‐a-‐Minute Manager
• Transform Your Company in a Few Simple Steps
• How to control your email so it doesn’t control you.
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Rights Reserved.
31 Session 9 & 10: High Art of Gerng Appointments Part 1 and 2
• Elements of a Phone Pitch
• Get Past the Gatekeeper • Make 5 Times More Impact
Within the First 5 Seconds
• The Art of Voicemail • How to be Persistent Without
Being Obnoxious
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Reserved.
32
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2.00$2.25$2.50$2.75$3.00$3.25$3.50$3.75$
2008$ 2009$ 2010$ 2011$ 2012$
Millions'
Outside$Sales$Inside$Sales$
Source: 2009 infoUSA/MIT Study
15x
2009 / 2013 MARKET STUDY
Companies
Avg Response Time by Phone
Percent Responded by Phone or Email
Avg Response AZempts
Avg
39:22
Event
Avg
1.51
What would your CEO think?
Only 27% of leads get contacted … ever! Only 52.5% of leads get aZempted … ever! Sales reps give up aser 1.51 aZempts … really? What is possible? Our own teams contacted 92% for 2.5 years That is 3.4X more results from the same spend
7 level content funnel
7 Content Levels 1. Influencer 2. Industry 3. Company 4. Product 5. Proof 6. Sales 7. Client
How we apply the 7 Content levels
1. Influencer 2. Industry 3. Company 4. Product 5. Proof 6. Sales 7. Client
Famous people Inside sales industry InsideSales.com Immediate response MIT / HBR / Case Studies Why you need it How it works
Ken Krogue Founder, President & Chief Strategy Officer InsideSales.com
QUESTIONS?
Amanda Holmes CEO
Chet Holmes International
www.ChetHolmes.com © 2015 Chet Holmes Interna;onal. All Rights
Reserved.
49
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