One of the sad truths of sales is the activities involved in being successful above the funnel; Lead Generation and Prospecting are more "blue collar" in nature than the rest of the Revenue process Sales, which traditionally has been more "white collar" in nature. Many sales reps fancy themselves white collar professions and therefore do not take to lead generation and prospecting. They fail to acknowledge that there is heavy lifting, plenty of hard work, in this contact sport called Prospecting.
Having implemented a Touch > Contact > Engage, approach to managing your leads, you need to have a replenishment plan. The fact you are recycling leads, ensuring that you benefit from the fact that today's dud is tomorrow's cash cow, understanding that more is not best, just a start, you still need a means of brining new leads in to you base.
As with many things above the funnel, there are few secrets, the real deal is in implementing, and staying consistent; the things you'll read below all will work if you put them in to practice, and do so in a consistent ongoing way.
In no particular order, and with the understanding that many verticals have other unique sources for leads, here are a few everyone could use immediately:
• Referrals
• Dependent Referrals
• Networking
• Directories
• Cold Calling
• Referrals - Everyone talks about them, very few actually do it, or do it right. I find it very interesting, at every workshop I ask how many people have success with referrals, and in a group of 15 or 18 people two people will put up their hand; I then ask how many actually ask for referrals, and the same two people raise their hands. Everyone has worked referrals, but very few actively generate referrals. The one that do seem to restrict it to people they "have a relationship with"; when asked why they don't include prospects, or leads in pursuing referrals, they rarely have anything to offer other than that they "don't yet have a relationship". There have been numerous quality books written on referrals, we recommended one in The Pipeline's Recommended Reading section. The key is you can get referrals from a lot more people you deal with in business, from prospects, clients, vendors, tradesmen, even other leads. It is never too early to ask for referrals, you may not get one right away, but people will know you are ready for them.
• Direct Authority Referrals - One source of referrals need to be segmented from the others, and needs to be more consistently pursued and harvested, we call these Direct Authority Referrals. These are people who have relationships with people who could use your service or product, and are in a position to have to more than strongly influence matters as a result of being an authority figure. Often as a result, they are privy to information that you can benefit from, and where their recommendation or referral will fast track the process of moving a Lead to a Prospect, and hasten the sale in general. These could be lawyers, accountants, business advisors, bankers. Within given markets there could very specific relationships where one party is in a position to help the referral take on real teeth.
For example, there is a natural synergy between what I do and Sales Compensation consultants. They are interacting with people who can use our services, and can often be perceived as "an authority" by these people. Not only can we add value to their relationships by ensuring that the client fully benefits from their service we are able to accelerate the cycle for both our companies and increase the benefit for the client.
Regardless of the nature of the referral, you can take the initiative in ensuring a healthy relationship, send referrals their way, if you can, before you even receive one from them, this is a small investment, but one that pays long dividends.
• Networking - It's on everyone's to-do, not all ways done effectively. There are all kinds of books and articles written on networking, everything from etiquette to finding different networks. Our focus here is to get you thinking about where prospecting fits in to your lead management strategy and program. Not all networks a suitable for every type of sale, but there are always a number that will provide you a steady stream of leads. Since networking is part of the over all strategy make sure you don't over do it, but do it right. When you attend an event remember you are there to network not socialize. Have targets to measure against and adjust them and you networking based on clear objectives and results.
Monday, November 26, 2007
From Told to Sold! Leverage Your Stories to Resonate with Prospects and Customers
Have you ever heard a story that could have been about you?
Ever heard a story that reminded you of another one?
What about a story that sounded vaguely familiar?
Welcome to the power of story.
Unlike facts and figures, that often leave us cold, stories connect! And they connect deeply, often stirring us emotionally at a heart level. That's what makes them memorable, and powerful as a sales tool.
The Prevalence of Stories
We're wired for stories! And since birth we've been conditioned to respond to stories. It's how we learned about our family and environment, culture and country, our religion, strangers and the world at large. We remember stories, and we tell ours and others, repeatedly. And stories aren't just transmitted orally. They are fed us in and out of school, through books, radio, newspapers, opera, television and even through the Internet.
Stories in Sales: Story Tell, Story Sell
I've written before about the use of short success stories to help you sell. I prefer a three-part story, utilizing a Setting-Situation-Solution format. Using this format, you soft sell a listener on what you did for past clients, what you did on past projects, or the difference a product or service of yours made in solving a problem, overcoming a challenge or generating a favorable outcome.
The Power of Archetypal Stories
Your stories can work on both conscious and unconscious levels with prospects and clients. When you tell a story that echoes an archetypal theme your listener nods in agreement on multiple levels. Think about the stories you tell as you sell. Do they mimic traditional themes that represent the human experience? For your stories to connect, I recommend they allude to one of various familiar archetypal themes:
- The hero's journey
- Coming of age
- The acquiring of wisdom
- Pacts with the devil / fooling the devil
- Tricking the tricksters
Using The Archetypal Advantage to Connect with Customers
Consider some of these story genres and motifs for your use in selling products, services, and loyalty to brand affiliations and organizations.
Cautionary Tales
Cautionary tales are stories that warn of danger or harm that awaits you if you do or don't follow a particular course of action. Think of the boy who cries wolf one too many times and was no longer trusted. Or the story of the three little pigs. These tales are great for selling products and services. Perhaps you tell your story about the client who didn't back up, buy insurance or create redundant systems.
The Achilles Heel
From Greek mythology we know the tale of Achilles, the great warrior with a fatal flaw. If your story involves a competitor's product and its fatal flaw, we'll nod knowingly in light of Achilles' fate.
The Hero's Journey
The late Joseph Campbell devoted his life to studying hero tales from around the world. We can all relate to an irrepressible hero on a noble quest. The struggles to overcome, obstacles to negotiate, and sacrifices endured on the way to ultimate success. When your story echoes this arc your listener can become the hero or heroine, or is otherwise rooting for them. That's the power of story.
Creation Stories
Stories that explain how the world was created, or why the universe, world or life came to be the way they are. Found in many cultures around the world, these stories frame the world we live in, explaining its origins. Your creation story may explain the lineage of a device, an industry or your company.
Pourquoi Stories
These stories tell you why and how things are. They are great for teaching purposes. Stories such as "how the leopard got its stripes" explain a natural phenomenon or a reality we all accept. You can tell these why stories to explain the advent of trends, policies, research and migration paths for products and services.
Cinderella Stories
That elusive match, the magical shoe that fits just one foot, the chase, search or quest that ends in a match. An unjust oppression that is transcended. The conquest of love. These are universal sentiments you can tap in your sales story. Your love story can meld two devices, technologies, cultures or even ingredients.
From Told to Sold
As you can see, there are countless themes that echo the human experience. And they work across cultures and borders. Many of these same themes and motifs are present in Asian, European, African, Native American and other cultures. When your story is built atop a familiar theme it's that much more believable, tangible and powerful. Sell it through stories and you'll live happily ever after!
Ever heard a story that reminded you of another one?
What about a story that sounded vaguely familiar?
Welcome to the power of story.
Unlike facts and figures, that often leave us cold, stories connect! And they connect deeply, often stirring us emotionally at a heart level. That's what makes them memorable, and powerful as a sales tool.
The Prevalence of Stories
We're wired for stories! And since birth we've been conditioned to respond to stories. It's how we learned about our family and environment, culture and country, our religion, strangers and the world at large. We remember stories, and we tell ours and others, repeatedly. And stories aren't just transmitted orally. They are fed us in and out of school, through books, radio, newspapers, opera, television and even through the Internet.
Stories in Sales: Story Tell, Story Sell
I've written before about the use of short success stories to help you sell. I prefer a three-part story, utilizing a Setting-Situation-Solution format. Using this format, you soft sell a listener on what you did for past clients, what you did on past projects, or the difference a product or service of yours made in solving a problem, overcoming a challenge or generating a favorable outcome.
The Power of Archetypal Stories
Your stories can work on both conscious and unconscious levels with prospects and clients. When you tell a story that echoes an archetypal theme your listener nods in agreement on multiple levels. Think about the stories you tell as you sell. Do they mimic traditional themes that represent the human experience? For your stories to connect, I recommend they allude to one of various familiar archetypal themes:
- The hero's journey
- Coming of age
- The acquiring of wisdom
- Pacts with the devil / fooling the devil
- Tricking the tricksters
Using The Archetypal Advantage to Connect with Customers
Consider some of these story genres and motifs for your use in selling products, services, and loyalty to brand affiliations and organizations.
Cautionary Tales
Cautionary tales are stories that warn of danger or harm that awaits you if you do or don't follow a particular course of action. Think of the boy who cries wolf one too many times and was no longer trusted. Or the story of the three little pigs. These tales are great for selling products and services. Perhaps you tell your story about the client who didn't back up, buy insurance or create redundant systems.
The Achilles Heel
From Greek mythology we know the tale of Achilles, the great warrior with a fatal flaw. If your story involves a competitor's product and its fatal flaw, we'll nod knowingly in light of Achilles' fate.
The Hero's Journey
The late Joseph Campbell devoted his life to studying hero tales from around the world. We can all relate to an irrepressible hero on a noble quest. The struggles to overcome, obstacles to negotiate, and sacrifices endured on the way to ultimate success. When your story echoes this arc your listener can become the hero or heroine, or is otherwise rooting for them. That's the power of story.
Creation Stories
Stories that explain how the world was created, or why the universe, world or life came to be the way they are. Found in many cultures around the world, these stories frame the world we live in, explaining its origins. Your creation story may explain the lineage of a device, an industry or your company.
Pourquoi Stories
These stories tell you why and how things are. They are great for teaching purposes. Stories such as "how the leopard got its stripes" explain a natural phenomenon or a reality we all accept. You can tell these why stories to explain the advent of trends, policies, research and migration paths for products and services.
Cinderella Stories
That elusive match, the magical shoe that fits just one foot, the chase, search or quest that ends in a match. An unjust oppression that is transcended. The conquest of love. These are universal sentiments you can tap in your sales story. Your love story can meld two devices, technologies, cultures or even ingredients.
From Told to Sold
As you can see, there are countless themes that echo the human experience. And they work across cultures and borders. Many of these same themes and motifs are present in Asian, European, African, Native American and other cultures. When your story is built atop a familiar theme it's that much more believable, tangible and powerful. Sell it through stories and you'll live happily ever after!
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