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5 ways to generate new consulting sales opportunities right now

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Revenue growth is a top priority for our clients and we're constantly providing guidance on how best to increase sales. Watch this webinar to learn actionable insights to sharpen your sales and marketing efforts and drive new leads, including:

- Harvesting more revenue from existing clients
- Getting clarity on targeting (and contacting) new prospects
- Using secondary and primary research to fuel client discussions that open new opportunities
- Creating marketing content aligned with the buyer's journey to generate demand
- Building momentum with structured campaigns

Publié dans : Business
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5 ways to generate new consulting sales opportunities right now

  1. 1. Confidential© Equiteq 2016 equiteq.com Growing equity, realizing value Jason Parks Director, Strategic Advisory Services Pat Webb Director, Strategic Advisory Services 5 ways to generate new consulting sales opportunities right now
  2. 2. Confidential© Equiteq 2016 equiteq.com Sustained growth in a consulting firm is the result of small, continual improvements made in the sales and marketing process
  3. 3. Confidential© Equiteq 2016 equiteq.com Of the 8 Levers of Equity Value, the Sales & Marketing Process is typically one of the most poorly performing along with the Market Proposition Lever 3 0 2 4 8 10 Market proposition Intellectual property Sales & marketing processes Consultant loyalty Management quality Sales & profit growth Client relationships Quality of fees 6
  4. 4. Confidential© Equiteq 2016 equiteq.com 4 Contents of today’s webinar 2. Getting clarity on targeting new prospects 3. Using secondary and primary research to fuel client discussions that open new opportunities 1. Harvesting more revenue from existing clients 4. Creating marketing content aligned with the buyer's journey to generate demand 5. Building momentum with structured campaigns Key Takeaways and Questions
  5. 5. Confidential© Equiteq 2016 equiteq.com 1. Harvesting more revenue from existing clients 5 Proportion of effort by service and client Services Clients New 60% 20% Test new IP, be very intentional! 20% Current Current New The easiest way to grow sales is to sell more of what you already do to existing clients The next step is to sell existing services to new clients, along with new services to existing clients Do not try to sell new services to people you do not know (unless you are a start-up, or unless you wish to test new IP with them) – it’s difficult!
  6. 6. Confidential© Equiteq 2016 equiteq.com 1.1 Identifying current clients who have not yet bought the wide range of your existing services (the ‘white spaces’) 6 Service Client A Client B Client C Client D Total Service Line 1 100 50 7 157 Service Line 2 40 100 30 13 183 Service Line 3 60 5 10 75 Service Line 4 25 25 Total 200 105 90 45
  7. 7. Confidential© Equiteq 2016 equiteq.com 1.2 From the whitespace, create a sales opportunity plan, prioritize and plan outreach 7 Sales Opportunities Plan Opportunity Customer Potential Value Likelihood of Winning Action Responsible Complete by date Service Line 4 Client A 50K High Meet with CEO Jason March 1, 2017
  8. 8. Confidential© Equiteq 2016 equiteq.com Strategic Body Shopping 2. Getting clarity on targeting (and contacting) new prospects 8 Moving up the value chain impacts margins, equity value and brand perception Before we start chasing every car, it’s best to start by identifying your ideal client Two steps: Define your ideal client Build an outbound sales campaign
  9. 9. Confidential© Equiteq 2016 equiteq.com 2.1 Create your own list of 5 criteria for your target clients 9 Some potential questions to consider (not an exhaustive list!) Question Criterion Relative Importance 1 Which sector should the client focus on? Sector 30% 2 Where should they be based or have a significant presence? Geography 15% 3 How big should the client be? Size (Turnover $m) 25% 4 At what level in a client's hierarchy do you want to have a relationship? Contact level 15% 5 How important is it to build a lasting client engagement? Client Loyalty 15% What are the characteristics of your best client which you would most like replicated across your client base? How can your proposition add the most value? Match your mission with your clients’ needs. What client traits you would not like to see again in future clients?
  10. 10. Confidential© Equiteq 2016 equiteq.com 2.2 Building a prospect list of the newly defined ideal clients 10 Five Key Steps Process Plan Build Develop Message ExecuteSelect Select Relevant Companies Gather Company & Contact Information Check Quality Load List onto Company Database Identify Companies by Using LinkedIn Populate a spreadsheet with company names Use online tools in combination to collect information Remove persons already present in database Use relevant terms & filters within search function CRM/Microsoft Excel Company WebsiteLinkedIn Business Plus LinkedIn Business Plus Data.com Prospector Mailtester.com ExplanationTools Identify key personnel and contact information Identify key personnel and contact information Identify key personnel and contact information Verify that obtained email addresses are valid
  11. 11. Confidential© Equiteq 2016 equiteq.com 3.0 Use secondary and primary research to fuel client discussions that open new opportunities • Look at ‘Thought Leaders’ in the area, including the big consulting firms, specialists in the field and competitors • Identify 3 hot trends and issues, quantifying them wherever possible, and quoting sources Approach • A one-page summary of the key issues, supported by a few slides of more detailed explanations for use in the UVP workshop Output Secondary research Primary research
  12. 12. Confidential© Equiteq 2016 equiteq.com 4.0 Create marketing content aligned with the buyer's journey 12 Commitment Low High Identify problem or need Research solutions Establish buying criteria Evaluate partners Buy
  13. 13. Confidential© Equiteq 2016 equiteq.com 5. With clients and insights in hand, it’s time to Build momentum with structured sales campaigns 13 No Sales Campaigns Month 1 Month 2 Month 3 Status 1 Target List 1 Complete 2 Target List 2 Complete 3 Target List 3 Building 4 Target List 4 Planning
  14. 14. Confidential© Equiteq 2016 equiteq.com 5.1 Combine review of sales campaign programs with pipeline data to get a crisp view of effectiveness 14 Monthly discounted pipeline ($) - 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000 450,000 April May June July Aug Sept Oct Nov Dec Jan Feb Mar Booked Hot (65%) Good (35%) Budget
  15. 15. Confidential© Equiteq 2016 equiteq.com 15 Summary - 5 ways to generate new consulting sales opportunities right now Get clarity on targeting new prospects • Create your own list of 5 criteria for your target clients • Create a prospect list of the newly defined ideal clients • Follow-up all old leads from the past 24 months with a targeted one- month blitz Use secondary and primary research to fuel client discussions that open new opportunities • Leveraging your delivery and marketing team, conduct secondary research to identify the top 3 hot topics and trends in your target sector • Conduct primary research interview with existing clients to validate these topics and trends and identify their most urgent pain points Harvest more revenue from existing clients • Identify current clients who have not yet bought the whole range of your existing services (the ‘white spaces’) • From the whitespace, create a sales opportunity plan, prioritize and plan outreach Create marketing content aligned with the buyer's journey to generate demand • Understand the buyer’s journey and identify any gaps in content at each stage • Prioritize and create content based on highest ROI (e.g. short articles, case studies, infographics, explainer videos and webinars) Build momentum with structured sales campaigns • Schedule & assign accountabilities for sales campaigns • Integrate campaign performance and pipeline reporting into regular sales cadence
  16. 16. Confidential© Equiteq 2016 equiteq.com Question and answer
  17. 17. Confidential© Equiteq 2016 equiteq.com More resources 17 A free source of information, advice and insight to help you prepare and sell your consulting firm Join at equiteq.com/equiteq-edge Or to speak to us, call +44 (0)203 651 0600

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