Q: We’re a national building repair company, marketing through traditional advertising like yellow pages.
We need to identify who the major corporate buyers in our industry are, and find new ways to reach them, and win sales leads.
We’re looking at starting up telesales as we have experience in this area. Our main aim is to generate new high level sales leads to follow up and win. We’re also considering direct mail.
Where can we get the right buyer names to contact from? And how can we use emarketing to reach them better?
Having said this, “marketing” is a french word to us, as all our success has been with a traditional direct sales approach. Nonetheless we’re open to suggestions.
National Building Repair Company
A: Emarketing deosn’t have to be a “french” word in a traditional sales enviroment. Emarketing offers a number of business choices, all of which can be carefully evaluated, and their ROI determined.
But first let’s focus on identifying your target market names, your buyers.
Identifying buyer names in a small target market
It’s unlikely that there’s a ready made list of your small specialist market available to buy, but you could approach a list broker and ask.
You could also ask any relevant professional association but they may well be reluctant to sell on the names of their members, although this possibility could be explored.
The alternative solution is to hire a researcher find the names for you.
A researcher won’t find as many names as you yourself might do as they haven’t your knowledge and experience of the market. But they’ll be able to search Google intelligently, and follow up with a phone call, and pick a good proportion of the buyer names in your marketplace.
And they’ll be able to give you a quote for an acquisition cost in advance.
Emarketing & Traditional Direct Sales Routes
I think it’s worthwhile looking at these two routes to market and compare them, evaluating how they pay off and, more importantly, identifying what synergies exist between the two methods, direct marketing and emarketing.
Winning leads – Direct Sales only
Here’s the process, a familiar one:
> Sales manager has to identify buyer names in advance (see above)
> Sales manager has to train, manage & motivate a telesales operator to work on their own with little supervision, and also plan and arrange direct mailings to buyers.
> Sales manager has to follow up and visit all qualified major account leads and win deals.
3 or 4 leads per week, maybe more, spread geographically, keeping the sales manager on the road for most of the week.
> Weekly wages and bonuses of telesales ops
> Cost of direct mailing design & send
> Cost of lists and name acquisition
> Phone bills
> Management time
> Travel costs
This is the direct sales route that many SMEs still elect to follow.
Winning leads – with Online Marketing
The process starts with building a Landing Page on your website. This is a dedicated page on your site with an animated online business presentation designed to quickly deliver your business message and generate leads, either as email enquiries or phone.
There are multimedia presentation examples here
Here’s how this concept of using an online business presentation works in a traditional sales environment:
> The buyer is directed to the landing page by telesales and direct mail (and possibly email and web search too)
> The buyer gets the perfect pitch from the online presentation which is delivered in a memorable and credible way, quickly spelling out your proposition so the buyer can quickly evaluate its relevance.
> The buyer, if interested, can then fill out the adjacent Enquiry Form, or telephone direct with an enquiry.
The effectiveness of this can be measured, ie, how many visitors went to the site, what % converted to enquiries. So the cost per lead can be established.
Once the presentation is built, it can last for years.
5% conversion rates or higher are normally expected if the visitor traffic to the page is relevant (ie decision makers or genuine decision chain people), and the presentation is properly designed.
Here are some examples of this process in use
> Telesales op directs sales prospects to the landing page during or after the call. The online presentation delivers the key messages effectively – every time.
> Direct mail leaflet which includes a strong call to visit the website and view the presentation.
> Individual emails can also be sent. These will be designed to motivate the buyer to click and visit the landing page, and view the online business presentation.
> The presentation can also be used to introduce a powerpoint in a sales meeting, especially major account presentations. This adds clout & credibility while quickly spelling out the core proposition.
Costs will always vary, but an online flash presentation can cost £2k – £3k or more.
Every direct mail or telesales call can potentially view this presentation – and once this is set up, it costs nothing per view.
Measuring results and assessing ROI
Set this one-off presentation cost off against the number of visitors it takes to generate an online enquiry (a lead)
eg, if 100 visitors generate 5 leads – 10 leads – 15 leads – which results in one new customer, then you can calculate your ROI.
Also take into account the lifetime value of a single customer, and how many times they’re likely to order.
Key question: Is this ROI worth many times the cost of the presentation? It probably is.
> Target buyer names can be identified using a researcher.
> Emarketing and traditional sales routes can be merged if buyers are actively directed to an online business presentation
> The ROI can be calculated so guesswork is eliminated.
The above approach will enable a traditonal direct sales focussed company to emarket and win more leads.