3. Business Fundamentals Michael Gerber, Founder, E-Myth Worldwide, breaks down business fundamentals to build a world class company into 7 disciplines
4. The Big 7 Leadership Marketing Money Management Lead Generation Lead Conversion Client Fulfillment
15. Benchmarks to Set… ID appropriate channels Evaluate cost and coverage Evaluate subjective criteria List channels in order of preference Determine your budget Prepare YOUR plan!
16. Lead Conversion Two essential elements of your lead conversion process: Your People Your Path These are the ways you staff your process to sell your stuff!
17. Customary Sales Force Configurations Automated Order Taking Conventional Consultative Inside or external staff
18. Your Selling Message How does your message reach your customers? Telephone Mail Direct Response Print Media Face-to-Face Selling The Internet
19. Universal Lead Conversion Process Engage with your customer or prospect Repeat the emotional message Determine the customers needs Provide a solution Offer the product
20. Lead Processing Once the fundamentals are understood, then… Do your process inquiries so literature is sent out? Within 48-72 hours? Do you send leads to the sales force immediately, electronically?
21. Lead Processing 3. Do you have an electronic fulfillment process in place, with a landing page redirect, from your website? 4. Do you return calls within 30 minutes? 5. Do you first review the lead internally before sending to your field staff?
22. Lead Qualification Do you have an 800# that is staffed professionally? Do you call the people requesting information before sending them to the sales staff? Do you collect and profile information on every prospect?
23. Lead Reporting Does sales management receive monthly reports on the leads generated? Does marketing or management receive promotional effectiveness reports, what works and what doesn’t?
24. Lead Reporting 3. Does senior sales management, factory reps or ownership receive lead reports? 4. Can you prove the value of leads by producing the reports that track a campaign to a sale, gross profit by sales rep?
25. Lead Database Can your database be used for future mailings and offers? Will the prospect profile and lead information be used to evaluate marketing mix elements? Is the “system” a genuine “closed loop” that includes lead performance experience?
26. Sound Complicated? Understanding the basics, having a plan and systematically working toward a solutions will be a big key to profitable sales and efficiency. You CANNOT afford to not do this!
27. In Closing Take time to understand the processes Start slowly Put a plan in place Think long term and execute!