A simple model to guide the usage of Social Media to generate sales opportunities for the professional service firm.

1. How to use social media to
generate sales opportunities for
the professional services firm
Advanced topics in Sales Process Engineering
Justin Roff-Marsh

2. The problem
Low << Customization >> High
Psychotherapist
Brain Surgeon
Nurse
Pharmacist
Low << Client Interaction >> High
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3. The problem
Low << Customization >> High
Psychotherapist
Brain Surgeon
Nurse
Pharmacist
Low << Client Interaction >> High
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4. The problem
Low << Customization >> High
They may need it, Psychotherapist
but they don’t want it!Surgeon
Brain
They may not to be able to
manage without Nurseit,
but it ain’t in the budget!
Pharmacist
Low << Client Interaction >> High
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5. The problem
Executives do not:
1. answer their phones
2. attend events
3. go to trade shows
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6. History
At least 6 in-progress
projects at all times
(avg $70,000 ea)
Database of Grew on back
30,000 of: direct mail
executives campaigns,
2. attend events house events,
publishing
In business and public
15 years speaking
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7. History
Just a handful of projects
(mainly from
TOC community)
Database
of 500
executives
Growth?
In business
2 years
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8. History
Trade Shows
Direct Mail Campaigns
Public Relations
Online exposure from
Traditional Media Promoting Events in
Metro Newspapers
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9. History
Speaking at other
people’s events
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10. Social media: initial experiments
Massive
effort Speaking at other *Some*
evidence
people’s events it contributes
Loved by to new-client
our existing acquisition
evangelists!
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11. Social media: initial experiments
1,700 followers: drives some traffic to blog: that’s it!
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12. Social media: initial experiments
Unquestionably useful!
Where’s the beef?
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13. Social media: some success
10 book-requests a day!
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14. Social media: some success
Bottom line: $33 / book request
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15. Social media: a formula
Must generate physical
contact information and,
ultimately, conference calls
Mustn’t be overly costly
Must be automated
(we can’t give-away
(not labor-intensive)
thousands of books!)
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16. Social media: a formula
1. Use PPC ad to drive
traffic to landing page
2. Offer electronic
premium, in exchange for
only (name and e-mail)
3. Subscribe to auto-
responder sequence – offering
physical package
4. On second landing
page, capture physical
contact details (inc phone)
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17. Social media: a formula
Text based ads
1. Linkedin
2. Facebook
3. Google AdWords
Video ads
1. Google ClickToPlay
2. YouTube
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18. Social media: a formula
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19. Social media: a formula
http://www.salesprocessengineering.net/salesforecastingreport.html
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20. Social media: a formula
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21. Social media: a formula
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22. Social media: a formula
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23. Social media: automation
1. Create (and host)
your web forms
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24. Social media: automation
2. Host and manage
your lists
(and run e-mail
campaigns – even
auto-distribute your
RSS feed!)
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25. Social media: automation
3. Generate your
personalized
follow-up
messages (auto-
responder
sequence)
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26. Social media: final notes
Media Contribution
Blog (take 1) Initially, use blog only to host the articles you generate as
fodder for promotions (you’re a consultant, not a publisher)
Twitter Get an account, but use activity on other sites (Blog, LinkedIn,
Facebook, etc to auto-generate tweets)
LinkedIn Build a good profile, use it as an advertising medium and
participate in groups frequented by potential clients
Facebook Build a profile, be careful of the photos you post and stay tuned
as this medium stands to rival LinkedIn for business users. Also
use it for advertising.
Blog (take 2) Once you’ve built a list, your list will become your primary
source of opps. Now it’s time to start blogging, podcasting, etc
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27. Conclusion
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28. Conclusion
Oh, and
register here
for updates
Join the conversation at: www.salesprocessengineering.net
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