Does your Marketing Plan Really Deliver Sales?

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

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

3. 5 Key factors Influencing Success • Lead Generation (Marketing) • Converting Leads to Sales • Lifetime Customer Value (annualised) • Operating Costs (Margin) • Reinvesting Profit to foster innovation

4. 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

5. 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?

6. 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

7. 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

8. 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

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

10. Before you spend a cent! • 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!

11. Lead Generation's Secret Seven (ADSPORT) Advertising Telephone Referral Direct Mail Speaking Online Publishing 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

12. 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”

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

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

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

16. 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

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

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

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

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

21. 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?

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

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

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

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

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

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

28. 3R 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”

29. 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

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