5 Steps To Creating A Lead Gen Machine & The

Predictable Revenue That CEOs Love

From A Salesforce.com Alum:


5 Steps To Creating A Lead Gen Machine &
The Predictable Revenue That CEOs Love
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What Works In Sales Has Changed
All salespeople prospect
ABC / Always Be Closing
Measure activities (Dials)
Cold calls
Manipulative selling
CRM hurts productivity
Long letters & emails

1.0 2.0
Dedicated prospecting team
Is there a mutual fit?
Measure results (qualified leads)
Research, referral calls
Short and sweet text emails
CRM multiplies productivity
Authentic selling

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5 Steps To A Lead Gen Machine & Predictable Revenue
1. Discover Your Unique Genius
2. Distinguish Your Leads: Seeds, Nets & Spears
3. Specialize Sales To Ensure Every Lead Gets The
Attention It Deserves
4. Build An Outbound Sales Machine (Cold Calling 2.0)
5. Become Indispensable To Your CEO

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STEP 1

Discover Your Unique Genius,
Your Purpose, Translated Into
Customer Success & Trust
5
What Is Your Purpose, & How Is It Different?
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Customer Trust => Extraordinary Growth
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Unique Genius Attracts Results
1. What is your purpose that is bigger than
you?
If your company is on the cover of BusinessWeek
for changing ____, what did you do?
2. Do you only say it or do you LIVE it?
Salesforce.com No software
Zappos: Provide the best customer service
possible
Google: Organize the world's information and
make it universally accessible and useful
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Forget About What You Do
Customers care less about what you do than
the results you create
We are the leading application platform for widget
integration on the social graphblah blah
My example:
I am a sales & management consultant vs.
I help companies create predictable revenue & I help
leaders turn their employees into Mini-CEOs
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Homework
When someone asks What do you do?, pretend
they asked How do you help customers?
What is your Ideal Customer Profile?
Talk to your customers & ask them:
What difference have you made to them?
Why did they do business with you?
Why do they continue to do business with you?
Why would they refer others to you?

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STEP 2

Distinguish Your Leads:
Seeds, Nets & Spears
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Distinguishing Lead Types
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Distinguishing Lead Types
Lower volume
Highest value/lead
Harder to increase
Higher volume
Low value per lead
Easiest to increase
Lower volume
High value per lead
Medium work to increase
Grew Salesforce.com
Revenue 60%!
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___ Website
Visitors
___ Leads
(Registrations)
___ Qualified
Leads
___ Qualified
Opportunities
$___ Pipeline
$___ Bookings
__% Conversion
__% Accepted
__% Converted
$___ Avg /Oppty
___% Close
SALES
DEVELOPMENT
SALES
MARKETING
Sales Cycle
Length ____
__ Lead Qualification Reps
per __ Leads per Month
__ Account Execs per $__
Pipeline per Month
Cost per Lead
$___
Example Nets Funnel
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Add Target Accounts
Add Contacts
__ Call Conversations
Example Spears Funnel (Cold Calling 2.0)
__ New Opportunities
__ Closed Deals
Prepare
Prospect
Begin Sales
Cycle
Work Responses (9% Response Rate)
__ Demos/Appointments
Define Ideal Target Profile
Send __ Cold Emails / Make __ Mapping Calls
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STEP 3

Specialize Sales Roles To Ensure
Every Lead Gets The Attention It
Deserves
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Layers Of The Onion
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Critical Success Factor: Specialize Four Sales Functions
Outbound

Customer
Success
Sales
Frontline
Sales
Organic &
Marketing Leads
Inbound
Qualified
Opportunities
New
Customers
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3 Keys To Making Contact
1. Train salespeople to be business people
who can sell, not sales people
Use role-playing
2. Keep initial emails/vmails short & relevant
Make it about giving them value, not about you
If they pick up: Did I catch you at a bad time?
3. Propose a specific time to talk
Wrong: Reach out when you have time
Right: Are you free Thursday at 9a PST?

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6 Step Qualification Call Agenda
Did I catch you at a bad time?
1. Introduction (SHORT)
2. Be curious
3. Current challenges?
4. Position your solution
5. Probe/confirm/qualify
6. Next step recommendation

Total Time < 20 minutes

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The Simplest Ways To Nurture Leads
Two SIMPLE options that require < 4 hours
An email newsletter (email out your blog posts)
Hold a monthly webinar (or teleseminar)
Guidelines:
Share your expertise - TEACH them something
beyond your product
How can you help them do their job better?
Be interesting / authentic (dont be boring)
More trust = more sales
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STEP 4:

Build An Outbound Sales Machine
(Cold Calling 2.0)
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Youve Been Doing It Backwards
Cold Calling 1.0

1. Cold CALL

2. Cold Email
Cold Calling 2.0

1. Cold EMAIL
(9% response rate)
2. Warm call people who
respond (internal referrals)
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Prospecting Emails: Less Is More
1. You can get a 9%+ response rate asking
for referrals
2. State simply why you are reaching out
and be honest! (In every way)
3. Make the first email SHORT & SWEET:
easy read & respond to on a mobile

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Build
List
Run Email
Campaigns
Sell The
Dream
Pass The
Baton
Generate
Internal
Referrals
Connect
Their
Need To
Your Solution
Seamlessly
Handoff To
Quota-
Carrying
Salesperson
Import
Into
Sales/Mar
keting
Systems
5-Step Outbound Process
Ideal
Customer
Profile
Highest
Revenue
Potential &
Close Rates
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STEP 5

Become Indispensable
To Your CEO
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Law Of Reciprocity
If you work to make others successful, they
will work to help you succeed
Do you know whats important to your CEO?
Its not leads
All quality CEOs care about:
1.Money (Revenue, finance, metrics, investors)
2.People (Attracting, developing, turning them into
Mini-CEOs)
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CEO Sweet Spot
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The CEO Is The Pebble In The Pond
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Whats The Value Of
A clear, step-by-step plan to create predictable
revenue?
The ability to repeatedly source sales-ready leads
from ideal clients who arent calling you?
The ability to attract and develop driven sales
talent?
Peace of mind and freedom of predictable results
and self-managing systems?
Contact


Thank you!
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