This document discusses sales and marketing strategies for IARC. It defines inside and outside sales roles, and how to balance them. Inside sales focuses on remote appointments, follow-ups, and converting leads to sales, while outside sales aims to create leads and provide visibility. The document outlines IARC's resources for sales and marketing, including a budget and staff. It proposes setting measurable and supported sales goals. Finally, it summarizes the results of a test period for event management, showing time spent and program attendance.

1. IARC Sales & MarketingIARC Sales & Marketing
ObservationsObservations

Defining S & MDefining S & M

Inside / Outside SalesInside / Outside Sales

Selling IARCSelling IARC

Our ResourcesOur Resources

Improving from InsideImproving from Inside

Setting GoalsSetting Goals

2. 
The MessageThe Message

2-way vs. 1-way2-way vs. 1-way
– Learning whatLearning what
clients wantclients want
– Aligning productAligning product
– PricingPricing
– PromotingPromoting
What is Marketing?What is Marketing?

3. How are Sales Different?How are Sales Different?

Use Message to startUse Message to start
conversationconversation

Focused onFocused on
converting leadsconverting leads

More 1-way,More 1-way,
persuasivepersuasive

Personalized to 1Personalized to 1
client/group at a timeclient/group at a time

4. Balancing S & MBalancing S & M

5. Sales: Inside vs. OutsideSales: Inside vs. Outside

Inside = “Remote”Inside = “Remote”
– Appts/quotesAppts/quotes
– Follow upFollow up
– ConvertConvert
leads>salesleads>sales
– ““Stepping stone”Stepping stone”

Outside = “Field”Outside = “Field”
– Create leadsCreate leads
– ““Warm up” leadsWarm up” leads
– NetworkNetwork
– Provide visibilityProvide visibility

6. Warm or Cold Inside?Warm or Cold Inside?

Inside inboundInside inbound receivereceive
inquries generated byinquries generated by
marketing/fieldmarketing/field

Inside warm outboundInside warm outbound
call existing leadscall existing leads

Inside retentionInside retention call existing clients to retaincall existing clients to retain
business/upsellbusiness/upsell

Inside cold/outboundInside cold/outbound call new contacts to initiatecall new contacts to initiate
a relationshipa relationship **

7. Fertility
Helpers
Intended
Parents
IARC: Selling Our ServiceIARC: Selling Our Service
IARC
Service: complex,Service: complex,
high-cost, high-high-cost, high-
valuevalue
Remember, keyRemember, key
to marketing ato marketing a
service is theservice is the
service itself!service itself!
Dual SalesDual Sales
FocusFocus
““Products” andProducts” and
“Clients”“Clients”

8. Our ResourcesOur Resources
FINANCIALFINANCIAL

Tunheim budgetTunheim budget

Savings from cancelledSavings from cancelled
online lead servicesonline lead services
HUMANHUMAN

MarketingMarketing
NLK, AAH, CAL, KLP, ACC, KASNLK, AAH, CAL, KLP, ACC, KAS

Sales ForceSales Force
NLK, BL, CAL, AAH, CAS, KASNLK, BL, CAL, AAH, CAS, KAS

Competition AnalysisCompetition Analysis
DER, KAS, SHSDER, KAS, SHS

9. Sales PersonalitiesSales Personalities

Outside SalesOutside Sales
– ExtrovertedExtroverted
– EnergeticEnergetic
– Like varietyLike variety

Inside SalesInside Sales
– IntrovertedIntroverted
– Like predictabilityLike predictability
– Detail-orientedDetail-oriented

10. Improving From the InsideImproving From the Inside

HeadHead

BalanceBalance

FocusFocus

Post-sale servicePost-sale service

The Lake WobegonThe Lake Wobegon
EffectEffect

11. What Do We Want from S & M?What Do We Want from S & M?

MeasurableMeasurable

Stated time frame forStated time frame for
achievementachievement

Focused (if multipleFocused (if multiple
goals, make suregoals, make sure
complementary)complementary)

SupportedSupported

StrategyStrategy

BudgetBudget

ActionsActions

ControlsControls

12. Stats from S & M “Test Period”Stats from S & M “Test Period”

5 weeks5 weeks

Event ManagementEvent Management

bare minimumbare minimum

quickly donequickly done

no “strategy” timeno “strategy” time

authorityauthority

+27 hrs event+27 hrs event
attendanceattendance
74%
11%
9%
4%2%
Ambre's 200 hoursAmbre's 200 hours
ProgramsPrograms S & MS & M French / PIPFrench / PIP
ITIT FunFun