Tune up your sales engine

Whether you are thinking about selling your business or have just bought a new business, you want the sales team to be performing at its best.  And sales teams need new leads.  A lead is a new opportunity to engage in a sales discussion with a new or existing contact.

Sales is an engine that takes leads (raw commodity) and turns them into orders for the business to fulfil.  Depending on the business, sales may need 3, 5, 10, 20 or 100 leads to “make” an order.

But who in the business is responsible for providing the sales team with these new leads?

In a traditional company model, the marketing department is running campaigns that will raise awareness of company / product / service and cause potential customers to get in touch.  A percentage of these inbound enquiries will turn into leads which then feed sales.  If sales need more leads, marketing undertake more activities.

But what if marketing does not exist, or is not producing the leads that sales require?  Another model is required…

What are the options?

1) Sales can generate their own leads. This requires (often expensive) sales resource to “hit the phones” in the hope of uncovering leads from yellow pages, old customers, competitors, industry publications, etc, etc…
2) Pay a telemarketing firm to call on your behalf
3) Use social media to generate leads (good luck :))

And that’s about it…

But here is a different approach:

1. Decide who your whole market is (eg Facilities Managers in companies of more than 100 staff, Sales Directors in Southern England, etc.) and acquire their contact details.  If you already know how to build a list of clean, opted in contacts, we suggest you start here now. But if you don’t, talk to us and we’ll show you.

This should give you tens of thousands of contacts who fit your customer profile but who have probably never heard about you.  But this contact list is too big to telephone everyone economically…

2. send a series of emails to this contact list, sharing knowledge, market insights and resources with them.  The aim is to build your credibility in their eyes over a period of months.  Then they will get in touch with you and buy – right?  Wrong!  These contacts, if they are interested, will click through on the links you include in the email but won’t get in touch with you.

3. Qualify. So then you call up the ones that have clicked on links as they are leads?  No!  What these contacts have done is to make an “Expression of Interest”.  They may be nosey but with no need, bored, vaguely interested or interested right now.  All these contacts require a qualifying call to discuss the issue raised in the email they clicked on.  This is not a sales call – view it as a customer service call.

Then (finally!) contacts that in this call express interest and qualify (they have a need, a budget and authority) are the leads that get fed to the sales team and get turned into orders.

4. Repeat. The remainder of the contacts are recycled by next months email and can be re-qualified time and again until they are ready to be fed to the sales team.

Now that is a repeatable process to feed the sales team with leads!

To see more on this new sales process follow this link. And if you are looking for advice on retaining or regularly communicating with your contacts, take a look here.

Nett Sales has put together a special offer for Businesses For Sales members.  We will undertake a 50 minute free review of how you sell and leave you with at least three actions you can use immediately to improve your sales.

To book your free 50 minute sales review, email Simon West  (50minutes@nett-sales.com) or call me on 01672 505050.





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  18. IMHO you’ve got the right answer!

  19. Thanks, Anna! Well, this year was particularly special because my husband’s parents have never had Thanksgiving and my daughter is finally old enough to understand it, so we want to create something memorable for them. Hope it is!

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  22. Pour rappel, la loi sur le respect des symboles de l’Etat (drapeau, hymne, devise) et de ses représentants (Président de la République notamment) date du XIXème siècle … Ne serait-il pas temps d’en changer ?Parce que très sincèrement, quand on a un hymne comme le nôtre, un drapeau et une devise aussi bafoués, et des représentants aussi médiocres, on a envie de pouvoir les siffler ou leur dire « casse-toi pauvre con ». Je vous assure, ça démange.

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  38. Whats next…? Instead of jumping moving onto next trends and more phases perhaps we could really start to measure the effectiveness of innovation in organisations, which is integrated and can be scaled?

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  56. Waaaah !C’est bien trop « violent » comme musique pour moi ça ! Et encore, j’suis même pas sûr de pouvoir appeler ça de la musique… aucune mélodie, de la batterie à n’en plus finir, de cris encore et toujours en guise de chant, et un clip que je trouve désastreux !T’as d’autres trucs aussi moisdax à proposer ?

  57. Its true. Which is also why you should not put a willow close to a septic tank. They will break through to the “water”. ew.They are like the gentle sad giant of the tree world.Jaimie- Lyn Oldfield recently posted..

  58. Merci pour les infos. Pour ma part, je suis très déçue d’avoir acheté du lait pour mon tout petit de cinq mois bio de la marque BABYBIO qui contient de l’huile de palme. Il faut vraiment tout contrôlé avant d’acheter. Comme c’est la mode de nous refiler des produits mauvais et bon marché pour un histoire de ‘fric’, mais comme quoi qu’il faut faire hyper attention au bio.Je tenais á partager cela.

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  61. It is also really good with puff pastry. I made one tonight, but must have left it on the stove for too long, because the sugar seemed slightly burned and bitter. (it looked like a dark caramel when it went into the oven-didnt seem burned). Still tasty, but I guess this calls for making it again!

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  66. There sure has been a lot of talk about this being some kind of interstate compact. How the heck can there be an interstate compact if there’s only one state in it? It looks to me like it’s just some sort of deal between the feds, DC and Virginia to run the airports.

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  69. he doesn't belive the Prez was born in the US and this birther thing, I just don't get it."I hear the Donald is a secret Democrat who's pushing the Republican field so far to the right they will have less of a chance than they do now. Just saying. That would be UGE.

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  76. An answer from an expert! Thanks for contributing.

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  109. très joli look ! une suggestion sur le type de haut à mettre sous une blouse transparente, sans que ça fasse façon marcel sous une chemise ?… bon courage pour le déménagement ! PS : vais-je finir par m’acheter ces escarpins si élégants ? mais si chers (mais si élégants !…)

  110. I just finished 2 (for twins) baby girl quilts. I used embroidered angels on both and chose pinks for one quilt and lilacs for the other. They turned out beautiful!

  111. I feel like you’re wrong about SKKS, tbh… I mean, the entire point of the drama was that he loved her for who she was, with little regard for male or female. Also on another note, my fangirl heart is saying “NO! GEUM JAN DI AND GU JUN PYO FOREVER!”

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  113. I wonder how dangerous the experiment really was. I wouldn’t think that a short length of silk would offer much protection from the kite being hit by lightening, since replacing a hundred feet of air with wet twine would give a shorter route to ground even if there were a few feet of silk at the end. Especially as the description in the letter to Collinson, it sounds like the length of silk was relatively short and that Franklin was holding it in his hands instead of just tying it off to something less prone to death by electrocution then himself.In any case, interesting reading. Thanks

  114. If Obama is re-elected, ALL UTILITY RATES WILL NECESSARILY SKYROCKET due to the rules and regulations generated by Obama’s Administration — those already enacted and those that they are waiting until AFTER THE ELECTION to enact. We know electricity rates will go up due to Obama’s War on Coal and his War on Oil. I believe gas rates will also skyrocket due to Obama’s War on Fracking.

  115. Full of salient points. Don’t stop believing or writing!

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  117. comentou em 11 de novembro de 2009 às 10:30. Karina,vc vai adorar então a materia que estamos preparando para o nosso canal Cereja!fotografamos ontem!!! fique de olho em: – bjs!

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  172. Mirele disse:Oi Fá!Gostei de váriosm mas só de pensar nos que causam as manchas desanimei!Tenho 2 da Hits que mancham também e estão la meio que esquecidos, e mesmo pq preciso usar os outros. Mas agora acredito que o problema não é pessoal!!! hahahahaBjos

  173. I am dismayed at the headline the Chronicle gave to this article on the Academe Today page, “Online Learning May Slightly Hurt Student Performance.” One realizes this is a gross mischaracterization of online learning only if s/he follows the link to the actual article. The “video lecture” does not characterize online learning, and this is well documented. I expect variation in quality of research, but I expect consistent, higher quality from the Chronicle.

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  179. “I’m going to cut you” and starts running your way; he is only actively attacking when he’s close enough to actually do anything with his weapon. Also, as I’ve already said previously in this thread when I used that example, in the case of a human, I would expect a warning, and to continue after that warning would be more information that would indicate a credible threat, while “stop or I’ll shoot” sounds to a dog like the adults in a Peanuts movie: “Wha whah wha whah whahh”.

  180. En este escrito profundo se habla de "plenitud"porej. "mi plenitud solo es posible si acepto mi cambio y mi desaparición"Yo me pregunto: ¿De qué plenitud se trata? porque plenitud a mi entender quiere decir pleno, acabado, pero si todo, si Dios mismo está continuamente naciendo y muriendo en sus manifestaciones y formas, nunca podrá haber plenitud. Incluso cuando muramos también nos transformaremos y la transformación seguirá si todo cambia.Me gustaría me aclararan esto. Muchas graciasPaz

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