Lead Generation

Lead Generation: The Missing Link between Marketing and Sales
Table of Contents
1	Preface	9
2	Introduction	11
2.1	The Platforms Are in Control	12
2.2	The Lead Generation Paradigm	18
2.3	Clearing Up a Few Misconceptions	35
3	The Proof Step	38
4	Creating an Effective Lead Generation Program	41
4.1	Goals and Objectives	42
4.2	Welcome to Cold Calling 101	43
4.3	Your Goals and Objectives	44
4.4	Your Challenges	45
4.5	What Have You Tried?	46
4.6	Ineffective Techniques	47
4.7	Consequences of Failure	48
4.8	Benefits of Success	49
4.9	Goals	50
4.10	Objectives of the Course	51
4.11	Cold Calling as a Marketing Model	52
4.12	Cold Calling Scenarios	53
4.13	Creating Demand	54
4.14	AIDA	55
4.15	Agenda	56
5	Background	58
5.1	Setting The Stage	59
5.2	Business Decision Making	61
5.3	The Business Case for Meeting	62
5.4	"To Meet or Not to Meet, That Is the Question"	63
5.5	The "Business Case for Meeting"	64
5.6	The Perception of Need	66
5.7	The Network of Needs	68
5.8	The B2B Sell Cycle	70
5.9	The "Business Case for Meeting"	71
5.10	Your Value Proposition	73
5.11	High-Level View of the Process	74
5.12	High-Level View of the Cold Call (1)	76
5.13	High-Level View of the Cold Call (2)	78
5.14	High-Level View of the Cold Call (3)	80
5.15	High-Level View of the Cold Call (4)	82
5.16	High-Level View of the Cold Call (5)	84
5.17	Problem #1: Stimulating Initial Interest	86
5.18	The "Business Case for Meeting"	87
5.19	The "Business Case for Talking"	88
5.20	The Prospect's Initial Mind-Set	90
5.21	The Call Opening	91
5.22	Your Interest Creating Remark	93
5.23	Initial Benefit Statement Example	94
5.24	Initial Benefit Statement Example Deconstructed	96
5.25	Why the IBS Works	97
5.26	Understanding Your Company's Value Proposition	98
5.27	The P&L Statement	99
5.28	The Pro Forma P&L	101
5.29	The Business Case for Doing Something	103
5.30	Goals and Objectives	105
5.31	Cold Calling Training Case History Data	107
5.32	Your Value Proposition	111
5.33	Initial Benefit Statement	112
5.34	Initial Benefit Statements	113
5.35	Definition of a Good Lead: Vendor's Perspective	115
5.36	Definition of a Good Lead: Prospect's Perspective	117
6	Pre-Requisites	119
6.1	High-Level View of the Cold Call	120
6.2	Pre-Requisites	121
6.3	Case Histories	123
6.4	Needs Analysis	137
6.5	Applications Analysis	149
6.6	Value Proposition	158
6.7	EVC Models	170
6.8	Pre-Requisites Summary	190
7	Designing Your Cold Calling Program	199
7.1	Designing Your Cold Calling Program	200
7.2	The Art of Persuasion	207
8	Program Management	214
8.1	Benefits of the Approach	215
8.2	Targeting	216
8.3	List Pre-Screening	217
8.4	Typical Problems	218
8.5	Measuring Performance	220
8.6	Filling Your Funnel	221
8.7	The Sales Funnel (1)	222
8.8	The Sales Funnel (2)	223
8.9	Lead versus Opportunities	224
8.10	Closing the Gap Between Marketing and Sales	225
8.11	The Sales Funnel	226
8.12	Pipeline Report (1)	227
8.13	Pipeline Report (2)	229
8.14	Activity	230
8.15	Lead Quality	232
8.16	Weaknesses of Lead Scoring	233
8.17	Weaknesses of BANT	234
8.18	The Right Way to Measure Lead Quality	235
8.19	Cherry-Picking	236
8.20	Lead Qualification Criteria	237
8.21	Problems That We Can Solve	238
8.22	Lead Qualification Criteria	239
8.23	Option for a Good Lead: An Application	240
8.24	Concrete Steps	242
8.25	Non-Concrete Steps	243
8.26	The Danger of Doing Something for the Sake of Doing Something	244
8.27	Success Criteria for a Cold Call	245
8.28	Concrete Steps	246
8.29	Design Some Concrete Steps	247
8.30	Concrete Steps	249
8.31	Quality Criteria	250
8.32	Objections	251
8.33	Product Knowledge	252
8.34	Attitude	254
8.35	Debugging Your Calls	256
8.36	Continuous Process Improvement	258
8.37	Support Systems	259
8.38	Calling Technologies	260
8.39	The Room	261
8.40	Time	262
8.41	Practice	264
8.42	Active Listening (1)	265
8.43	Active Listening (2)	266
8.44	Active Listening (3)	267
8.45	Active Listening Steps	268
8.46	Taking Notes	270
8.47	The Cold Call Worksheet	271
8.48	The Cold Call Worksheet	273
8.49	Checkpointing	275
8.50	Avoid the "3F Method"	276
8.51	Avoid "Great!"	277
8.52	Cold Calling Program Design Summary	278
9	Designing Your Cold Call	279
9.1	High-Level View of the Cold Call	280
9.2	Structure of a Cold Call	282
9.3	Call Flow Diagram	284
9.4	Starting Off from Behind	285
9.5	Justifying a Meeting	286
9.6	The Network of Needs	287
9.7	Justifying a Meeting	288
9.8	The Pro-Forma P&L	290
9.9	Impact of Cold Calling Training	291
9.10	Closing the Gap	292
9.11	Impact of Cold Calling Training	293
9.12	The Business Case for Meeting	294
9.13	Operational Impacts	295
10	The Call Flow	297
10.1	The Body of the Call	298
10.2	Call Summary	314
10.3	You have a problem. We can help.	320
11	The Details	322
11.1	Asking Good Questions	323
11.2	Like an Intervention	324
11.3	The Call Flow Diagram	326
11.4	Permission Questions	328
11.5	Qualification Questions	336
11.6	Pain Questions	351
11.7	"So What" Questions	365
11.8	"Who Cares" Questions	374
11.9	Cost Questions	386
11.10	Urgency Questions	401
11.11	What's-In-It-For-You Questions	410
11.12	Benefit Questions	421
11.13	Decision Questions	430
11.14	Rebuttal Questions	439
11.15	Checkpoint Questions	455
11.16	Closing Questions	459
11.17	The Close	473
11.18	Considerations	477
11.19	Productivity Issues	481
11.20	Are We Biting Off More Than We Can Chew?	483
11.21	Summary	485
12	Extra Credit	486
12.1	Sending Information	487
12.2	Cover Note Template	489
12.3	Preventing No-Shows	493
12.4	Preventing No-Shows	495
12.5	Getting Past Gatekeepers (1)	497
12.6	Getting Past Gatekeepers (2)	498
12.7	Getting Past Gatekeepers (3)	500
12.8	Voice Mail	502
12.9	Touching Base	504
12.10	Following Up	505
13	Summary	507
13.1	High-Level View of the Cold Call	508
13.2	Call Flow Diagram	509
13.3	Ask Good Questions	510
13.4	The Business Case for Meeting	511
13.5	Closing the Gap	512
13.6	The Business Case for Meeting	513
13.7	The Cold Call Worksheet	514
13.8	Happy Hunting!	515
14	Checkpointing the Revolution	516
15	Engagement: Itâ€™s All About Needs	525
15.1	It's All About Needs	525
15.2	Engagement	526
15.3	True Needs	527
15.4	Market Research	528
15.5	Types of Market Research	529
15.6	Bad Sources for Information on Needs	530
15.7	G-2	531
15.8	Find the Person Who Has the Problem	533
15.9	Find a Need and Fill It	533
15.10	A Useful Concept	534
15.11	Useless Concepts	534
15.12	The Secret Sauce	538
15.13	It's All About Them	540
16	Building Your Core Components	541
16.1	Concrete Steps	542
16.2	Competitive Analysis	543
16.3	Positioning	546
16.4	Target Market Analysis	547
16.5	Media and Collateral Material Development	548
17	Building Your Storefront	549
17.1	Content Management Programs	551
17.2	Direct Mail	554
17.3	Advertising Programs	556
17.4	PR Programs	560
17.5	Email Marketing	562
17.6	Trade Shows	565
17.7	Pricing Programs	567
17.8	SEO/SEM Programs	570
17.9	Your Web Site	572
17.10	New Product Development	574
17.11	Market Research	575
17.12	Channel Management	576
17.13	Proposals and Sales Programs	577
17.14	Sales Recruiting	579
17.15	Sales Management	580
17.16	Consumer Marketing	581
17.17	Summary	583
18	Tying It All Back Together	585
19	Final Thoughts	588

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