Foundational Inquiry – Business Diagnostic
An end-to-end diagnostic of your sales and marketing strategy and processes will reveal powerful new opportunities. Please answer the questions to begin the process.
Foundational Inquiry – Messaging Strategy
You may have a great sales organization, but not knowing your positioning and core messaging makes it nearly impossible to create effective sales campaigns.
Define and defend your core position
Develop your positioning, mission and vision statements, brand personality and marketing and sales messaging
The positioning statement is an internal statement. It is the bedrock from which all messaging derives. When you drift away from the statement in your marketing and sales messages revisit the statement or risk a major potential failure in wasted new business investment.
Positioning Statement – To TARGET MARKET, your company is the FRAME OF REFERENCE that provides DIFFERENTIATION because of its JUSTIFICATION.
Opportunity Creation and Closing
Establish a consultative sales culture within your organization.
Lead generation fails when business does not close.
Companies that have a 90% close rate often measure the wrong metric. They view their success based on how many written proposals lead to new business. This approach does not consider the ability to create and close new opportunities
The sales cycle begins when you first discuss your company with a prospect that does not know you and has not expressed an immediate need. Most business owners are not aware that it’s possible to get funding for an initiative that is not yet planned or budgeted for by the potential client. The key to sales is getting this part right which requires new skill sets.
This approach helps you create opportunities that may not yet have funding and avoids wasting time on the wrong potential clients.
What prompted your interest in talking with us and what do you want to get out of the call?
What is your role in the company?
Provide a quick overview using the sales messaging for interested parties that you created. (time yourself so you don’t exceed 3 -5 minutes)
Business oriented questions:
- What are your most significant business issues?
- What are you doing now to help with these issues?
- What approaches have you tried that did not work?
- What new approaches are you considering?
Explain where the prospect will get value and what you think should happen next
- How does this sound?
- What is your next step, timing and process for moving forward?
- Who else gets involved from beginning to end in this sort of decision?
Please answer the following questions for the 3 leads using past first call discussions to analyze and improve on your approach. You should know everything on this list after an initial 30 minute discussion.
When you can not answer these questions after most discussions with new prospects you need a new approach to sales that may require shifting your mindset about your current methods
Sales Technology Systems
Email, content, customer technology systems and sales processes must be in place before you execute the sales and marketing campaigns.