The document outlines steps for developing an effective business development and sales pipeline, including defining target markets, creating a prospect/lead database, qualifying leads as opportunities, developing lead generation activities, conducting sales outreach such as prospecting and presenting proposals, tracking the sales pipeline, and next steps to feed the pipeline such as creating a prospecting database and promoting a referral program.

1. Eb i W b ite
s es s
Bus s De lo m nt P n
ine s ve p e la

2. Build aP e
ing ip line
• Define our target market
• Create a prospect/lead database
– Categorize the list
• Include source
• Vertical market
– Prioritize
• Leads vs. Opportunities
– Leads are converted to opportunities and entered into the
pipeline once a specific opportunity has been identified and
qualified
– Typically a qualified opportunity has a requirement defined with
timeframe and budget allocated

3. Le d ta a eDe lo m nt Ac
a /Da b s ve p e tivities
• Networking with existing friends, colleagues, and acquaintances
• Lists brokers or homegrown
– Online directories
– Associations
• Website/Blog
• Affiliate Program
• Attending industry/trade meetings and walking the floor
• Securing speaking engagements at local and regional associations
or interest groups
• Hosting breakfast meetings for like titles
• Cold and warm telephone prospecting
• Direct mail/e-mail/fax prospecting followed up with direct telephone
calls

4. Sa sP c s
le ro e s
• Generate a lead
• Engage/qualify customer
• Write a proposal
• Present the proposal
• Refine Proposal
• Close, rinse, repeat

5. P s e ting10
ro p c 1
• Create prospecting letters/emails
• Pick up the telephone and call
• Set aside at least 20% of time for prospecting
• Track response rates and successes
• Refine message as needed
• Manage the rejection that comes with selling

6. P e C s ific tio
ip line la s a n
• 90% confident you'll get the sale
• 50% confident you'll get the sale
• 10 % confident you'll get the sale
• Discussion stage

7. Sa p P e Re o
m le ip line p rt

8. Ne Ste s
xt p
• Create prospecting database
– Every employee reach out to friends and family for
leads/referrals
• Social Networking – create canned
announcements/introductions to be posted on
Facebook/MySpace/Twitter/LinkedIn/other
• Promote referral fees ($xxx for every converted lead)
– Existing Lists
– Target verticals
• Prioritize specific vertical markets and geographies so that
we can test messaging (eg. Dentistry)

9. Ne Ste s
xt p
• Promote referral program
– Need to send details to everyone in the company
• Flip all leads to Sales Team for follow up and
qualifying
– Introductory email (we will provide sample copy)
FEED THE P ELINE ! ! !
IP