Workshop In Just 17 steps Create Your Marketing Message That will double qualified leads Experience Sales Success Sales Management Lead Generation CRM Process

17 Steps to a tag line that sells?  What does your dream company produce? Product Service  Write it down on a piece of paper  We will select one at random and create the marketing message for that company Experience Sales Success Sales Management Lead Generation CRM Process

Pre Workshop Research  A list of all customers and for each you need: What they bought The value of each item and the margin on each item A testimonial and/or value statement from those customers Where they are geographically based The industry they are in Their size and turnover  A list of your competitors and their products.  Industry magazine that your customers read  The Mission statement of your top 5 customers Experience Sales Success Sales Management Lead Generation CRM Process

MMC - Step 1 Experience Sales Success Sales Management Lead Generation CRM Process  Clearly define what your product or service does List at least 10 things At this stage features are fine Sometimes if they are innovative enough they get included  What is ceramide?

MMC - Step 2 Experience Sales Success Sales Management Lead Generation CRM Process  Now for each feature, list clearly the problems desires  That are addressed by each

MMC - Step 3 Experience Sales Success Sales Management Lead Generation CRM Process  Match your list of solutions with those of your competitors – Identify at least three unique solutions.

MMC - Step 4 Experience Sales Success Sales Management Lead Generation CRM Process  Using your customer demographics, and any other market research, clearly articulate your target market – the firms that you will sell to.

MMC - Step 5 Experience Sales Success Sales Management Lead Generation CRM Process  Now identify who in the organisation will benefit the most having these problems solved.  This would be the titles of the decision makers or key influencers

MMC - Step 6 Experience Sales Success Sales Management Lead Generation CRM Process  Define what people in each of these positions will be enabled to do, once you have helped solve their problems.  You should pick at least three.  They should match the three solutions already identified

MMC - Step 7 Experience Sales Success Sales Management Lead Generation CRM Process  Now put a value on the new capability that your customers will get.  Use any testimonials you may have.  If you can not do this, you will need to go back to your customers and ask them.  Sometimes the value may be intrinsic such as desire.

MMC - Step 8 Experience Sales Success Sales Management Lead Generation CRM Process  How long does it take for the value to become apparent or measurable?  Sometimes referred to as Return on Investment  Today we look at Total Value of Ownership

MMC - Step 9 Experience Sales Success Sales Management Lead Generation CRM Process  What is the status quo of your prospects? In other words, what are they likely to have in place right now? Remember that, the status quo is your biggest competitor.

MMC - Step 10 Experience Sales Success Sales Management Lead Generation CRM Process  List reasons for people to act. Examples might be a competitor’s accounts package, not able to handle changes in the budget, or an approaching holiday, like Christmas.

MMC - Step 11 Experience Sales Success Sales Management Lead Generation CRM Process  List at least 10 industry specific words that are common in your “Target Market’s Industry” These would be taken from the industry magazines and/or the mission statements.

MMC - Step 12 Experience Sales Success Sales Management Lead Generation CRM Process  Using the three solutions that you identified in step 6  Rewrite them for each of the positions identified  Using at least 3 of the industry specific words.

MMC - Step 13 Experience Sales Success Sales Management Lead Generation CRM Process  Now add a quantifiable benefit to each solution  This will come from step 7  How much does it save? How much extra revenue will it generates, how much further will your drives go? Etc.

MMC - Step 14 Experience Sales Success Sales Management Lead Generation CRM Process  Now add the length of time it takes to achieve this goal  This will come from step 8  After 5 minutes, in three months, in one day, etc.

MMC - Step 15 Experience Sales Success Sales Management Lead Generation CRM Process  Create 3 headlines that have each of the 3 key elements above.  Then create a 3-4 line subhead that ensures you overcome the criteria identified in step 9  Status Quo capitalise on step 10  Reasons to Act

MMC – Workbook – Page 1 Experience Sales Success Sales Management Lead Generation CRM Process Feature of Product or ServiceProblems & desires addressed Competitor Solutions

MMC – Workbook – Page 2 Experience Sales Success Sales Management Lead Generation CRM Process Target IndustryKey Decision MakerWhat solution enables them to do €Value of CapabilityTime to ValueReason To Act

MMC – Workbook – Page 3 Experience Sales Success Sales Management Lead Generation CRM Process Industry WordsWhat solution enables people to do (industry) Add Quantifiable Benefit

MMC – Workbook – Page 4 Experience Sales Success Sales Management Lead Generation CRM Process Length of Time to achieve benefit Final Marketing Message incorporating all above elements Sub head Included

MMC - Step 16 Experience Sales Success Sales Management Lead Generation CRM Process  Ensure that all of your testimonials has one of the three marketing messages included in them.

MMC - Step 17 Experience Sales Success Sales Management Lead Generation CRM Process  Once you have created your marketing messages as above you will need to Test, Adjust Measure  All lead generation campaigns, such as ADSPORT  The best place to start is with your existing customers.

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