Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.

Tele sales process with mql and sql

1 021 vues

Publié le

Tele sales process with mql and sql

Publié dans : Ventes
  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/yxufevpm } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/yxufevpm } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/yxufevpm } ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/yxufevpm } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/yxufevpm } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/yxufevpm } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Répondre 
    Voulez-vous vraiment ?  Oui  Non
    Votre message apparaîtra ici

Tele sales process with mql and sql

  1. 1. Implications for Sales and Marketing Presented by Samuel Chatelain
  2. 2. “It’s all about solving the prospect’s problem!”
  3. 3. Sales = Relentless follow up XLN for small business
  4. 4. 6 New Rules of Marketing - Then & Now XLN for small business
  5. 5. IQL: Information Qualified Leads SQL: Marketing Qualified Leads SAL: Sales Accepted Leads SQL: Sales Qualified Leads
  6. 6. Lead Cycle Management MQL to SAL Management • Lead scoring is: an objective system for ranking leads that includes both explicit and implicit information – Explicit scores are based on information provided by or about the prospect, for example - company size, industry segment, job title or geographic location. – Implicit scores are derived from monitoring prospect behaviour; examples of these include Web-site visits, whitepaper downloads or e-mail opens and clicks. • Drive alignment by mutually defining lead scoring – Lead scoring helps marketing and sales teams identify ready-to-buy decision makers and the leads that needs ongoing nurturing – 8 touches moves "suspect" to "prospect" • Key business rules to qualify a lead: – Focus on the right accounts, and the right contacts in the account, and engage only with warm leads. – When a sales agent receives a lead they must decide whether to promote the lead to opportunity or recycle it back to marketing • Common issues and our solutions: – Not the decision-maker (Job-title and personal contact details) – Buyers’ changing timeline or budget priorities – Rather avoid being inundated with sales calls or emails (Opt-out) – Leads cool off (Real-time leads feeding) – Too early in the buying process (Contract end dates capture) – Inaccurate information (validation scripts on data capture forms) SAL to SQL Management • Service level agreements for lead follow-up – Prompt follow-up translates into more deals in the pipeline • Prospect called back between 5 and 10 minutes? • Use lead scoring to prioritise calls • After 8 calls, play the lottery – recycle and nurture again • Leads expire or disqualify(DQ) after 30 days or after a number of dials /call backs – Persistently chasing down prospects with the right message and right tariff, right deal or right offer • The Assumptive Close: “Do you want that product in the pay-as-you-go tariff or the all-inclusive tariff?” • The Fly-Fish Close: “We have a special offer – a 3 months free offer – but only if you decide to buy now.” • The Puppy-Dog Close: “We’ll give you the product free for your evaluation and only charge you if you don’t return it.” • The Reverse Close: “Is there any reason why you wouldn’t do business with XLN Business Services?” • The Yes Man Close: “Do you expect first rate service?” “Do you believe that you deserve the best?” “Do you always try to find the best value?” “Are you going to take this opportunity to get the best value and best service?” – Simplifies follow-up processes • Best times to call : 8-9am and 4-5pm • 1st call: set mutually agreed appointment/call back • 2nd call: meet/talk to an expert for the best quote • Leads should never reach a dead end in the revenue cycle. – What happens to the leads that do not become opportunities? – Disqualified/delayed leads are recycled back to marketing • No Interest/No Time: Lead recycling and nurturing coms • Too expensive: price sensitive offer communications • Not relevant: feature based communications • Unreachable: ‘missed you’ type communications 10% increase in lead quality can translate into a 40% increase in sales productivity 10% of sales are closed on the fourth contact, and 80% are made on the fifth to 12th contact
  7. 7. Defining and Prioritising Lead Scoring Set Lead Scores Prioritise Leads by Score
  8. 8. Event List, Side Effects and Lead Scoring Side Effects of Events • Product Interest (Event Folder: CTR Product) – EVENTS • CTR [Product] • QnA_[Product]_SUBMIT_CTR – CONDITION: On 1 • LAST_PRODUCT_CTR is set to [Product] • PRODUCT_INTEREST_[Product] is incremented with… • ENGAGEMENT_SCORE is incremented with … • XLN Interest (Event Folders: CTR CED and CTR QnA) – EVENTS • QnA_LOYALTY_SUBMIT_CTR • QnA_SWITCH_SUBMIT_CTR – CONDITION: On 1 • XLN_LAST_CTR is set to [XXXX] • ENGAMENT_SCORE is incremented with… • Quote Request (Event Folder: CTR Quote) – EVENTS: • CTR Get A Quote CPS • CTR Get A Quote Energy – CONDITION: On 1 • LAST_QUOTE_CTR is set to [XXXXX] Quote • ENGAGEMENT_SCORE is incremented with… • Tariff Interest (Event Folder: CTR Tariff) – EVENTS • CTR [Tariff] – CONDITION: On 1 • LAST_TARIFF_CTR is set to [Tariff] • LAST_[XXXX]_Tariff_CTR is set to [Tariff] (-> duplicate to delete) • TARIFF_INTEREST_XXX is incremented with • ENGAGEMENT_SCORE is incremented with – [Tariff] Values: BB LINE BASIX, BB LINE MAX, BB LINE XTRA, BB BASIX, BB MAX, BB XTRA, LINE BASIX, LINE MAX, LINE XTRA, MOB DATA1GB, MOB DATA500, MOB SIM500, MOB SIM700 Event List and Lead Scoring Data Events Score Clicked on Promise CTR Promise +3 Clicked on Testimonial CTR Testimonial +4 Clicked on Award Banner CTR Award banner +3 Clicked on Blog CTR Business Blog +3 Clicked on Twitter CTR Twitter +4 Clicked on FaceBook CTR FaceBook +4 Clicked on Google+ CTR Google +4 Clicked on Linkedin CTR Linkedin +4 Clicked xln home CTR xln home +2 Clicked xln logo CTR xln logo +2 Clicked on Email web copy CTR Email Web Copy +2 Clicked on Product CTR Broadband CTR CPS CTR Energy CTR Fixed Line CTR Mobile [+9] +5 Clicked on Tariff CTR Broadband and Phone Line Rental Basix CTR Broadband and Phone Line Rental Max CTR Broadband and Phone Line Rental Xtra CTR Business Broadband Basix CTR Business Broadband Max CTR Business Broadband Xtra CTR Business Line Rental Basix CTR Business Line Rental Max CTR Business Line Rental Xtra CTR Business Mobile data 1GB CTR Business Mobile Data 500 CTR Business Mobile Talk SIM 500 CTR Business Mobile Talk SIM 700 [+12] +8 Clicked on SIC Segmentation Promotion CTR SIC Segemntation +3 Clicked to find out more CTR Find out more +5 Clicked on CED CTR Contract end date +10 Submitted CED CED_SUBMIT +10 Submitted a Product Questionnaire QnA_BROADBAND_SUBMIT_CTR QnA_MOBILE_SUBMIT_CTR QnA_TEL_SUBMIT_CTR QnA_CPS_SUBMIT_CTR +10 Submitted Other Questionnaire QnA_LOYALTY_SUBMIT_CTR QnA_SWITCH_SUBMIT_CTR +9 Submitted Products Preferences CTR SUBMIT PRODUCT PREFERENCE +15 Requested a call me back CTR Call me back +20 Submitted a Quote Request CTR Get A Quote Energy CTR Get A Quote CPS [+12] +20 Submitted Op-In Questionnaire Opt-In Form Submitted -15 Clicked on Unsubscribe link CTR Unsubscribe -15
  9. 9. EXPORT FLOW ‘MQL PWP Outbound Export’ Target Group Export Template/Profile • Target Group: MQL PWP Outbound Export: ALL • ENGAGEMENT_SCORE greater then 0 • PROSPECT_SCORE greater then equals 0 • Schedule: NOT SCHEDULED • Daily, Weekly? • At What time? • Max repetition per user = 1 (Allow for different records each time an export is created) ACTION REQUIRED: • What’s the optimal score level? Export Data to Whom? Export Profile: Outbound Export Which Data Exported? Export Template: MQL PWP Export Template PRSOPECT_KEY PRO_KEY PDET_TITLE PDET_FNAME PDET_LNAME MSISDN PROSPECT_SCORE BUSD_EMPLOYEE_SIZE BUSD_DATEESTABLISHED BUSD_SIC_CODE INDUSTRY ENGAGEMENT_SCORE LAST_XLN_CTR LAST_PRODUCT_CTR PRODUCT_INTEREST_BROADBAND PRODUCT_PREFERENCE_BROABAND PRODUCT_INTEREST_CPS PRODUCT_PREFERENCE_CPS PRODUCT_INTEREST_ENERGY PRODUCT_PREFERENCE_ENERGY PRODUCT_INTEREST_FIBRE PRODUCT_PREFERENCE_FIBRE_BB PRODUCT_INTEREST_FIXED_LINE PRODUCT_PREFERENCE_LANDLINE PRODUCT_INTEREST_MOBILE PRODUCT_PREFERENCE_MOBILE PRODUCT_PREFERENCE_WIFI LAST_TARIFF_CTR TARIFF_INTEREST_BB_BASIX TARIFF_INTEREST_BB_EXTRA TARIFF_INTEREST_BB_MAX TARIFF_INTEREST_BB_LINE_BASIX TARIFF_INTEREST_BB_LINE_MAX TARIFF_INTEREST_BB_LINE_XTRA TARIFF_INTEREST_LINE_BASIX TARIFF_INTEREST_LINE_MAX TARIFF_INTEREST_LINE_XTRA TARIFF_INTEREST_MOB_DATA1G TARIFF_INTEREST_MOB_DATA500 TARIFF_INTEREST_MOB_SIM500 TARIFF_INTEREST_MOB_SIM700 LAST_QUOTE_CTR QUOTE_GAS QUOTE_ELECTRICITY QUOTE_CPS_ACCEPTING_CARD QUOTE_CPS_PROVIDER QUOTE_CPS_COUNTERTOP QUOTE_CPS_MOBILE QUOTE_CPS_PORTABLE QUOTE_E_COMMERCE QUOTE_CPS_TURNOVER QUOTE_CPS_FIXED_LINE QUOTE_CPS_GATEWAY QUOTE_CPS_MERCHANT Email: Email for Export To: chatelainsamuel@gmail.com Max attach. Size (KB): 10000 Step name and priorities Zip content: YES
  10. 10. Direct and Digital Marketing Activities Unaware to Informed to Interested Web Action Delayed DMC Disqualified SQL Purchase 3% 20% 40% 40% 40% MQL SQL Sales Made 40% 35% 25% Inbound Call 5% 10% 40% Product Preference Buying Intention Purchase MQL to SQL Conversion Rate CPL SQL to Win Conversion Rate ROI Rate of Follow-up Contact Rate of Follow-up SQL Contact Win to Loss Ratio Win to Loss Ratio 20% 40% 40% 7% No Time No Interest Unreachable Qualify Buying Signals Not Cheap Not Relevant Unreachable Negotiate Sales Objections 10% 40% Telco Revenue Cycle Delayed NDMC Delayed DMC Purchase W/L Ratio: 1:2 W/L Ratio: 1:1 Purchase Delayed DMC Note: Underlined CPS results applied to Telco SAL 90% 10% 10% Lead recycling Sales Deal Pipeline Build-up Solution Justifying to Purchase Intention IQL Disqualified MQL Disqualified SQL Disqualified SQL MQL scoring Pipeline estimates with correlating scores to win percentages aiming to gain insight into whether a deal is likely to close.
  11. 11. IQL Direct and Digital Marketing Activities Unaware to Informed to Interested Sales Deal Pipeline Build-up Solution Justifying to Purchase Intention Delayed DMC Purchase 8% 30% 55% 15% 15% MQL SQL Sales Made 40% 35% 25% 8% 13% 15% MQL scoring Product Preference Buying Intention Purchase MQL to SQL Conversion Rate CPL SQL to Win Conversion Rate ROI Rate of Follow-up Contact Rate of Follow-up SQL Contact Win to Loss Ratio Win to Loss Ratio 30% 55% 15% 8% No Time No Interest Unreachable Qualify Buying Signals Not Cheap Not Relevant Unreachable Negotiate Sales Objections 4% 15% CPS Revenue Cycle Disqualified SQL Delayed NDMC Delayed DMC Disqualified MQL Purchase W/L Ratio: 1:2 W/L Ratio: 1:4 Purchase Delayed DMC SAL 90% 10% 10% Lead recycling Web Action and Chats Inbound Call Pipeline estimates with correlating scores to win percentages aiming to gain insight into whether a deal is likely to close. Disqualified SQL Disqualified SQL
  12. 12. Bridging the SQL target gap with MQLs Telecom Sales Funnel Month Calls Web Actions Total Online SQL Total SQL Target Agillic SQL MQL to SQL CR Agillic MQL Jan 2,326 842 3,116 3,642 526 25% 2,104 Feb 2,307 884 3,191 4,856 1,665 25% 6,660 Mar 1,942 907 3,236 5,341 2,105 25% 8,420 CPS Sales Funnel Month Calls Web Action s Chats Total Online SQL Total SQL Target Agillic SQL MQL to SQL CR Agillic MQL Jan 399 332 82 813 1,000 187 25% 748 Feb 517 340 96 953 1,000 47 25% 188 Mar 410 329 51 790 1,000 210 25% 840 - - - - - - = = = = = = ( ( ( ( ( ( ) ) ) ) ) ) X 4 X 4 X 4 X 4 But MQLs are on limited supply Monthly Cross-sell Forecast CPS to DSL Telco to DSL Telco to CPS Total MQL* 48 334 832 1,214 SQL 15 104 208 327 Sales 4 29 31 64 Monthly Prospects Forecast Telecom CPS Energy Total MQL* 2,408 803 803 4,014 SQL 602 200 200 1,002 Sales 233 38 38 309 (*) Clicked and 3 Touch Opened Total MQLs: Telco: 2,790; CPS: 1,635 ; Energy: 803
  13. 13. To recap the new sales process with
  14. 14. Thank you Samuel Chatelain

×