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Hunt and Kill Business Development with No Casualties
1. Business Development: Hunt and Kill Selling With No Casualties Presented By: Dawn Marie Yankeelov Date: Oct. 20, 2009 10/19/2009
2. You Wake Up to a World of….. I need to close some new sales!!!! It’s ok, but I would like to expand my book of business. I’m hanging on--tired of the same old plan that barely works. New product or service, now what?! 10/19/2009
3. Who are my targets? Narrow the pool of targets. Get serious about figuring out who can make the buying decision. At least an annual process. Learn. Always learn about the industry you are in. What are you reading? Get motivated. What gets you motivated? Who gets you motivated? Go visiting. Health. Enter some new spaces. What are you doing for your health? 10/19/2009
4. Introduce Yourself! Reminders of Merit: Remember to state your name. Your title. Your company. Remember to say what that company does. Something relevant to today’s marketplace with regard to your product or service. Best way to reach me. If need be, write on the business card, yours or his/hers! GO! 10/19/2009
5. On Finding the Target Hire a professional. Competitive intelligence and analysis. The internet—Why do people say, “Think Globally, Act Locally?” Even the library is online. New product or service? Need a focus group or one-to-one interviews in the field? Can your customer service people tell you? What about other departments in the company? 10/19/2009
6. In Your Target Toolbox Quantcast. Alexa.com. Google Analytics. Jigsaw. ZoomInfo. Spoke. Spock. Wink. Saleforce.com for Non-profits. Google Alerts. RSS feeds. Newsletters. 80 Legs. Plaxo Pulse. Twitter. Facebook. Xing. Linked In…DON’T JUST JOIN. USE FOR RESEARCH. 10/19/2009
16. Don’t Abandon What Works Direct Mail Still Works Conference Attendance Radio, TV Advertising Trade Directories Email Even Thank You Notes Cards on Holidays Facebook Birthdays Write! (blog) Speak! (PR) 10/19/2009
18. Surfing the Job Sites for Intel Find the companies that are doing something—those are targets Read the literature from the competition—how are they telling their story? Case studies, white papers. Talk to other people’s sales reps at trade shows, at networking functions The value of the buffet line at the next event 10/19/2009
20. Sales Policies Maintain integrity of logo on sales materials Use your website, and social media addresses on email signature Be polite and say thank you Ask for the referral Offer “rewards” for referrals Recognize excellence—awards internally and externally Webinars for demos 10/19/2009
21. Need a Quick Fix This Week? Call five customers you haven’t in the last six months related to seasonal changes Send five quick links of interest to almost sales and followup with some dialogue about it Invite five people to join on a social network, online or offline Offer a product or service add-on to what you recently sold to existing accounts 10/19/2009
22. Be the Expert: Q & A Gerson-Lehrman Groups Linked In Facebook Groups Allexperts.com Answers.yahoo.com 10/19/2009
23. Business Development Mantra: Follow Up Myth: Nothing changes in 90 days. Myth: New information doesn’t matter. Product upgrade or new service merits another contact point. Myth: A year ago they weren’t ready, so why bother? Myth: The old CEO didn’t care—why would the new one be any different? 10/19/2009
24. Where Communication is Going: wave.google.com Google Wave is "a personal communication and collaboration tool" announced May 27, 2009. It is a web-based service, and communications protocol designed to merge e-mail, instant messaging, wikis, and social networking. It has a strong collaborative and real-time focus supported by extensions that can provide, for example, robust spelling/grammar checking, and automated translation between 40 languages. A "preview release" of Google Wave was extended to about 600,000 users by October 15, 2009 since September 30, 2009, with the initial 100,000 users each allowed to invite up to eight additional users. 10/19/2009
25. Ways to Follow Up:Low Tech Make a plan for a meal—breakfast, lunch, and dinner By phone and ask for a time on a particular day “Will be in your area” next week on this day Email reasons why we should get together and name a time and place that works for you Treat it like a meeting for acceptance or rejection The referral email, fax or Fedex 10/19/2009
26. The Problem with Sales Calls Poor plan of action—What are you going to do in the meeting? No presentation of product benefits and value proposition No case studies or white paper of explanation Letting the new guy give the presentation Letting the IT guy give the presentation Not talking in terms that the client understands —what are you saying? 10/19/2009
28. The sales contract—Another foible waiting to happen Do you have a standard contract? Can you “templatize” what is being offered? As a consultant, can you keep it short with standard terms? Do you have references ready to go? Do you know where your company backgrounder is? What about your team’s qualifications? Can you produce a contract when it is time to close? Is this dependent on someone else? Get control! 10/19/2009
29. Expecting Too Much from the Potential Customer Just answer these 25 pre-questions before the meeting in email…. Can we have our new team member fly in for the presentation at your expense? Let’s reschedule. Let’s use a new technology tool for the meeting presentations—only three downloads. It’s a beta version and very cool. 10/19/2009
30. Get Organized: Where’s the Meeting? Make sure all team members have a Google or Mapquest map to get there Calendar requests? Who have you CCd? Run-through in the office for new demos, videos, slide decks, or white papers All materials seen in advance for the meeting Business cards for new team members Key messaging by all of sales team 10/19/2009
31. Business Templates Online and Ready to Go http://office.microsoft.com/en-us/templates/CT101527321033.aspx 10/19/2009
32. Wanna Read? @breakingnews Zensify.com for iPhone (aggregates all social networks you have) Anything by Malcolm Gladwell–Outliers, Blink, Tipping Point etc… www.bizjournals.com “How To Sell When Nobody’s Buying (And How to Sell Even More When They Are)” by Dave Lakhani, 2009 10/19/2009
33. Remember… “Success is a journey—you do it by climbing one step at a time and one day at a time.” —Paul J. Meyer 10/19/2009
34. Do unto others… Send a link of interest…start a conversation Ask if the customer needs a referral Flip a sales call to you into a customer…how can your firm help them? Be available for counsel Review that resume, find that email address for someone, be that voice that shows someone what next…. 10/19/2009
35. Connect Twitter: @dawnyaspectx Linked In: http://linkedin.com/in/dawnyankeelov Facebook: Dawn Yankeelov You Tube: searchAspectx or Yankeelov www.aspectx.com, dawny@aspectx.com medX12talk.wordpress.com Also found in Plaxo Pulse, PRSA’s Ning site, and so forth 10/19/2009
