1. Sales and Marketing in the Information Age Creating Value for Buyers The Changing Face of IT Sales Peter Lawless

2. What Constitutes a Successful Company? Producing an excellent product or service. Selling and Supporting what they produce.

3. The 5 Key Success Factors Increasing Leads Converting Leads to Sales Lifetime Customer Value (Annualised) Operating Costs (Margin) Reinvesting Profit to foster Innovation

4. Lead Generation (Prospecting) Commonly known as Marketing A lead can be defined as follows: A person or company that has expressed an interest in you or your product This could be either as a result of: You contacting them - outbound Or them contacting you - inbound

5. 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?

6. Increasing Lifetime Value Excellent Service & Support CRM processes Customer Relationship Management Multiple transactions – Cross Sell Similar experience across Channels Easy for customers to buy Brand Recognition & Value Customer Loyalty

7. Increasing Margin (reduce 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. Success Factors in Practice Qualified Marketing Leads received by Sales Leads100 Conversions Lifetime Value Margin Profit Wealth

10. Success Factors in Practice The Percentage of leads that turn into sales Leads100 Conversions 20% Lifetime Value Margin Profit Wealth

11. Success Factors in Practice The Average amount a customer will spend as long as they remain a customer Leads100 Conversions 20% Lifetime Value €1,000 Margin Profit Wealth

12. Success Factors in Practice Sales less expenses expressed as a percentage Leads100 Conversions 20% Lifetime Value €1,000 Margin 50% Profit Wealth

13. Success Factors in Practice Leads100 Conversions 20% Lifetime Value €1,000 Margin 50% Profit €10,000 Wealth Profit is arrived at as follows: Leads * Conversions * Lifetime Value * Margin

14. Success Factors in Practice Leads100 Conversions 20% Lifetime Value €1,000 Margin 50% Profit €10,000 Wealth €10,000 Wealth is defined as what the business owner takes before tax

15. Influencing the Success Factors A 10% increase in any one factor would yield €1,000 more profit Do Companies Capitalise on this? Which factors Should You influence?

16. Influencing the Wealth Factors New Business can implement strategic plans for continuous monitoring and improvement of all 5 wealth factors Existing business should choose at least 2 to start with and work up to having a plan for all 5 Key challenges are to change existing cultures Increasing sales alone is not always the answer – especially if each sale loses money!

17. 10% Across all 5 key success Factors Yields 61% Growth IncreaseNow Leads10010%110 Conversions 20%10%22% Lifetime Value €1,00010%€1,100 Margin 50%10%55% Profit €10,00010%€14,640 Wealth €10,00010% €16,110

18. We will now focus on just 2? Marketing - Providing a constant flow of quality leads. Sales – Converting the leads into customers, in the shortest time, with a maximum lifetime value.

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

20. Tactic 1 - Advertising Classic Advertising Print, TV, and Radio New Wave Google, Viral, Banner Innovative Luas Tickets, Space Shuttle, Taxi All Advertising MUST have a “Call-to-Action”

21. Tactic 2 – Direct Marketing Hard Copy Letter, Flyers, Postcards, Newsletters Electronic eZines, Fax, Text, Newsreader Innovative Creative way of delivering targeted message to decision maker

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

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

24. 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

25. Tactic 6 – Referrals The Ultimate Lead Generation Tool Different from “Word of Mouth” Have a Strategy Always ask Make it easy Reward Referrers

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

27. We will now focus on just 2? Marketing - Providing a constant flow of quality leads. Sales – Converting the leads into customers, in the shortest time, with a maximum lifetime value.

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

29. 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?

30. Definition of the 3Rs Solution Payback is expressed in terms of at least one of the following: R evenue Growth R eduction in costs R egulatory Requirements

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

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

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

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

35. Converting Leads to Sales

36. 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