Bridging the Gap: Sales and Marketing
Stacy Falconer, Dion Label Printing
Bob Scherer, Scherer Sales Solutions
Today’s Focus
• It’s all about the Sales Funnel
– Bob Scherer
• Bridging the Gap
– Stacy Falconer
Goals
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Value of selling to qualified leads
Understand your “ideal” customer
Method for qualifying leads
Increase sales
Build relationships
It Is About The Funnel!!!
Bob Scherer, Scherer Sales Solutions
Profitable Hiring
At Dscoop7
The First 90 Days
At Dscoop8
A One Two Punch …. Marketing
and Sales
The Number One Problem
The number one
reason for sales
failure is not being
involved with
prospects when
they want to buy!
The Secret “Sauce”
FACT!!!
• Each New Account Requires TWO Sales
– Sale # 1 Sell An Appointment
– Sale # 2 Sell The Relationship/Deal
• Must Be Sequential
• Each Sale Requires 6-10 Touches
• There Is No Luck Involved
Warm Leads
Customer
Sales Growth Formula
First Meetings
Closing Ratio
=
$ALES
Sales Growth Formula
First Meetings
Closing Ratio
= $ALES Volume
Sales Growth Formula
First Meetings
Closing Ratio
=$ALES Volume
Sales Growth Formula
First Meetings
Closing Ratio
= $ALES Volume
Sales Growth Formula
First Meetings
Closing Ratio
= $ALES Volume
It’s About First Meetings
First Meetings – The Missing
Metric
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How Many In Calendar?
How Many Needed?
Who Sets Up?
Competition?
Conversion %?
Source?
Cost Of Prospecting
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Avg. Cost Per Dial $5.10
Cost Per Connection $68.00
10.7 Hours Dialing/Meeting
Tele-Broadcasting Saves >60%!
$300-$400/Sales Ready Lead
Not Selling
Lost Opportunity Dollars
Key To Long Term Success
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More Touches
The More They “Get” Value
The More They Trust You
Stay in Touch
More Likely To Be There At Right
Time
The Process
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Eight HTML Emails
Complaint Database
E-Telemarketing
Biz Video
Web Site Visitor ID
Regular Reports
Lead Nurturing
Coaching
Does Anyone Open Their Emails
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No One Opens All Emails
But All Of Us Open Some
Open Based On Subject Line
Don’t Need To Sell All
Just Those With Interest … NOW!
System “Secret Sauce”
• Prospect Scoring
• No Open - Ok
• Track Opens & Clicks
– Prospect Behavior
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Repeated Opens Better
Several E Mails Opened
Open & Forward Great!
Call Hot Prospects
– CCG Team
– Your Team
Will This Work For You????
• Cost Of Non Contested Deals
• Complete Worksheet
• Fifteen Minutes
Sales Growth Formula
First Meetings
Closing Ratio
= $ALES Volume
It’s About First Meetings
Bridging the Gap
Stacy Falconer, Dion Label Printing
The Funnel
More Sales
Quality
Ideal
Customers
Better
Relationships
Sustainable
Success
The Gap: What is it?
Reasons for the Gap
- Target audience not clear
- Sales team on their own to find leads
- Where are they getting leads?
- What are they using to prospect?
Good News
• The gap does not need to exist!
• Marketing can help build the bridge
My Strategy
Work Smarter
Not Harder!
The Strategy
Step 1: Who
Step 2: How
Step 3: Identify the “Good Eggs”
Steps 4 to ∞: Engage
What is a lead?
• A person or entity that purchases
products or services your company
offers
Main Take Away
Step 1: Who is your best
customer
• What are your capabilities?
• Who is your ideal client?
– Size
– Location
– Market
Step 1: Pareto Principle
• 80/20 Rule
– 80% of sales from 20% of customers
Step 1: Superconsumer vs.
Heavy User
• Packaged goods markets
• Superconsumer- Purchases multiple
products
– Ideal
• Heavy- Purchases large volume of
few products
– Who will be impacted?
• Business operations
• Customers
Step 2: Invest in Yourself
• The best lead is the one that contacts
you
– Interested in your product offerings
– Want to be contacted
Step 2: Invest in Yourself
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Website
Specific Web Pages
RFQ Forms
Quick Contact
Blog
Social Media
Step 2: Invest Your Time
• Tradeshows
• Publications
• Social events
Step 2: You don’t need to spend $$
• Free or Limited
– Organization listings
– Exhibitor listings
– LinkedIn
– Customer referrals
– Networking
Step 3: The Good Eggs
“So much time, and so little to do!
Strike that, reverse it.”
- Willy Wonka
Step 3: Classify
• How did they find you?
• Where did they find you?
• Rate
– Opportunity
– Location
• SIC Code
Step 3: Assign
• Who is best to handle the lead?
• Assign to a sales rep
Step 3: Into the funnel!
More Sales
Ideal
Customers
Better
Relationships
Sustainable
Success
Steps 4- ∞: Engage Prospects
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Website
Focused newsletters
Success stories
Testimonials
Social Media
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Facebook
Twitter
Pinterest
LinkedIn
• Direct Mail
• Tradeshows
• Publications
Learn What to Say
Dscoop Session:
• Integrated Marketing and Targeted
Messaging
– Stacy Falconer and Nick Devine
Saturday, March 8th
9:00 am – 10:15 am
Naples
Contact Information
Bob Scherer
Scherer Sales Solutions
P: 262.391.3984
E: Bobts1956@gmail.com
Stacy Falconer
Dion Label Printing
P: 413.568.3713
E: sfalconer@dionlabel.com
Thank you!
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