Archive for the ‘Inside Sales’ Category

Thinking of Buying Some Contacts from a Sales List Service? If So, You Better Have a Trained Professional to Scrub Them!

March 14, 2011

Two of the questions we are most often asked when it comes to our Outsourced Sales Service are questions about list services such as Jigsaw, Sales Genie, etc. and the specificity of the information they provide (e.g. contact information, demographics, currency of data etc.) and whether a company such as ours who “scrubs” these lists and finds opportunities for clients will work “success based.”

I figured that it might be helpful to provide you with my responses to these questions.

While we have not worked with every list service specifically, it has been my experience that all services like that are different levels of bad. I mean no disrespect. It is just that no matter how often they check their data, things change quickly. Most of these places will tell you that they update their information every 6 months, but you will still find the contact who died 5 years ago or the guy who left the company 2 weeks after they confirmed their information.

I find this interesting because at least once a week, we get a call at Randolph Sterling Inc., for Mr. Randolph Sterling. Some of the people who have called apparently have befriended Mr. Sterling to the point where he told them it was OK to call him Randy. This is interesting because while I am sure there is a Mr. Randolph Sterling somewhere in the world, he has never worked for my company. I may one day write a blog post about where the name came from, but I can assure you that because I am the founder and CEO of Randolph Sterling, Inc., that the CEO and founder of Randolph Sterling, Inc. is not Mr. Randolph Sterling.

Regardless, at least one list service has it listed that way.

As for the second part of the question, yes, there are companies out there who will take this information and help you to develop relationships and will work “success based.” However, their definitions of success may vary, as may yours.

Our current clients define success several ways. Here are just a few:

  • Finding opportunities with the right prospect.
  • Continuing to follow up with that right prospect for sometimes up to 2+ years or the 7-13 “touches” it takes for them to trust someone they don’t know enough to just have them quote on an opportunity.
  • Continuing relationships with clients by providing customer satisfaction calls and forwarding to their sales team the information that enables them to step in and save problem accounts or provide a new service.
  • Determining if a company that looks like a good fit on paper is actually a good fit. We have several clients who ask us to rate our impression of how difficult a prospect may be to work with because they have limited resources and want to make sure they are working with people who not only value what they do, but will pay for it.
  • Finding the correct decision maker and starting a relationship with them after it was determined that the contact name on the list that was bought was incorrect.

That said, we at Randolph Sterling, Inc. are not just appointment setters or a telemarketing firm whose main goal is to get you in front of someone. Our goal is to understand your business and what makes you great, then do our best to match you up with the right prospects. If you bring us on, we will be an extension of your sales team, working as your inside sales department.

It would be difficult for us to open our doors and keep them open if I didn’t think our team was the best in the world at what we do, and if we didn’t continue to hire and train the best and continue to grow in providing more services at a higher quality for our clients. We don’t hire entry level people or people who work on contingency. We hire experienced professionals and treat both them and our clients as such.

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When a Smile Is Your Umbrella, You Get a Lot More Than a Mouthful of Rain

December 27, 2010

I was reading a post on LinkedIn that discussed the value of a smile to closing more deals. I found it interesting.

It is surprising how a smile can change someone’s day for the positive– and certainly help in closing a deal. Of course, we are talking about a genuine smile, one that shows compassion, caring, and a genuine love for what you are doing. Sad to say it, but I’m sure we have all encountered those people who smile and look like the “The Joker” because they really are not showing enjoyment for what they do.

Heck, you only live once so enjoy it. In reality, what do we do during the day that is so awful anyway? OK, so I’m not going to be grinning ear to ear when I am paying my taxes, but so many people get so grumpy when it is time for them to talk to people about what they do or try to sell their product or service. Smile when talking to clients and prospects…and not just in person but on the phone too. Enjoy it!

Yes, I run a sales management company so I may like sales more than the average person, but what can be more fun than getting to talk to people about a problem they have and how you can help to solve it? I get so excited when I see how something I was able to do made my client’s business better or at least alleviate some stress they were having. Who wouldn’t feel great about that?

Death of the Salesman: Are Traditional Salespeople a Thing of the Past?

December 7, 2010

I recently spoke with a woman who worked for a company that “invested heavily in e-marketing and reduced [their] sales force.” She went on to say “It’s been working quite well for the past six months or so. I think that the traditional salesperson is a thing of the past. We still send people to networking events to develop personal relationships, but lead generation is happening for the most part online.”

Now, we at Randolph Sterling have seen a lot of e-marketing with our clients too. However, I don’t think I would agree that the traditional salesperson is a thing of the past.

We have a client that generates 200+ new leads a day for products ranging in price from $5,000-$50,000 through SEO, e-newsletters, etc. They had so many that their salespeople became not much more than order takers, and because there were so many leads, their follow up got bad. The attitude was, “Why call a guy back when I will have 10 more just like him tomorrow?”

But then we came in and added the personal touch by following up on all of the leads that either got skipped over or to which the reps just sent a quote and waited for the prospect to call back. In the first 20 hours of the first week, we had already sold over $300,000 of new business that the company would not have otherwise gotten.

There were two common elements to those sales:

  1. The lead generation system generated a quote to the prospect and showed it was opened. However, when we called, the prospect could not find the quote (often they accidentally deleted it) so we went over the information with them. If we hadn’t, they were going to sign off on another quote they had gotten somewhere else.
  2. The initial quote was usually for a smaller ticket item, often not exactly what the prospect wanted. But, by following up on these “little deals,” we often found that the prospect either needed several of the small pieces over the course of the year, or needed a different piece entirely.

Without the personal attention of a professional salesperson, these deals and many others would have been lost.

Technology is wonderful and certainly has helped the sales industry to change for the better, but based on my experience, my feeling is that the best formula is a strong sales team working with good technology to help attract the right prospects.

Should You Downsize Your Sales Force and Implement a More Automated and Online Marketing System Instead?

November 22, 2010

This is a question that came up in an online Vistage discussion group recently, and those who know me, or regularly read my blog or newsletter already know my answer: NO! An online or automated marketing system will never replace a strong sales force!!!

We’ve spent months and months in our Vistage groups talking about attracting more clients through online marketing systems and at the end of the day what was determined was what we already knew…some companies are sales focused while others are marketing focused, but the most successful companies integrated an approach using both.

Sales is about finding customers while marketing is about bringing customers to you. By having them work together, say by reviewing the report on who reads your e-newsletter and then calling the readers to discuss topics of interest in more detail, or offering a downloadable white paper on a topic of interest then following up with those who downloaded it, will increase the ROI of your marketing programs and reduce the sales cycle (for more details on this topic, click here).

Now, some might disagree with me on this and claim that their sales force isn’t working for them. In those cases I would say the problem is not a matter of having a sales force, but not having the right sales force. For example, if all your salespeople are doing is providing you with information that can be found on Google, fire your salespeople and get better ones (OK, maybe I am being a bit harsh with that.) Good salespeople develop relationships and find the right people for you to work with. If people only bought based on the “facts” they find on Google, anyone who wanted four wheels, an engine, good gas mileage, and a way to get to work would be best served buying a Yugo. When the salesperson digs deeper to find the true pain and how his solution can solve it…well just count how many BMWs and Hummers you pass on the way home tonight.

For companies who have a sales force that spends most of their time working with current clients, or don’t have a sales force at all and the people who do the work also sell it, a better idea would be lead generation. It allows the experts to be the expert. At Randolph Sterling, we have an inside sales force that we outsource to help develop new markets and new prospects. With it, we do not simply find AN opportunity for ourselves or our clients, but THE RIGHT opportunities. Good inside sales teams get a better feel for who your ideal prospects are and work to find you more of the people you want to do business with. You never want to incent them to find ANY opportunity because wasting your time on a bad opportunity can be more detrimental than not having an opportunity at all

 

Integrating Your Sales and Marketing Efforts for the Best Results

October 30, 2010

In a recent post wrote I spoke of how it’s getting to be that time of year when smart salespeople are trying to meet their annual quota, as well as building and strengthening relationships during the holiday season, and clients are working on their budgets. As I wrote that article, I was reminded of a conversation we at Randolph Sterling once had with a client. We mentioned to them that, based on the trial program we were running, if they were to invest $150,000 in our solution, we could pretty much guarantee an additional $2-3 million in sales. It is a great return on investment, however they had to determine if they had the $150,000 to invest, and, if so, would they be willing to invest it on this solution or someplace else.

Many of us right now are struggling with similar questions. For example, this October, we at Randolph Sterling, where we have strong sales culture, were left seriously contemplating how much of our 2011 budget we should allocate towards our marketing efforts and how we should divide our marketing budget amongst the different tools we implement, whether they be our email marketing campaign, our blog (which you’re reading now), our various social media efforts, including Facebook, Twitter, and LinkedIn, or any number of other more traditional efforts. (Thank you Gini for your excellent video blogs on these topics).

However, we often see that many clients, whether due to their culture, or for some other reasons, believe they have to choose between sales (going out to look for customers) or marketing (drawing customers to them). Both are incredibly valuable, but unfortunately, it seems that too many companies focus on one over the other rather than developing a strong integrated plan. Here’s an example.

The marketing-focused company sends out a very nice post card to targeted prospects and hopes that they decide to call to use their services. The sales-focused company cold calls those same targeted prospects. Both get decent results, but the company who integrates the two by sending out the well thought out postcard and then has their sales team follow up on it by calling those targeted contacts most likely gets a better result than the other two because (in theory anyway) the guy who responds to the marketing effort follows the call to action on the postcard and calls the company that sent it, while the guy who responds to the sales effort doesn’t remember the postcard but returns the voicemail the salesperson left. However, a third group of people emerges who got the postcard and had a level of interest, but not enough to actually call themselves. They receive the follow up call and feel a little more familiar with the company because they remember seeing the logo from the postcard as the salesperson talks to them. Those that implement both sales and marketing efforts (again, in theory anyway) therefore are likely to get responses from all three groups.

With this said, it is important to point out that many people who went into marketing did not go into marketing to be salespeople, many people who went into sales did not go into sales to do marketing, and many people when starting their business had no real desire to do either, even though, oftentimes, both are required for the best results. So, where do you go from here?

The first answer that comes to mind is you can do it on your own. You can do it yourself. Someone else at your company can do it. Or you can bring in an additional person or two to fill these roles in-house. To once more use ourselves as an example, we are a sales solutions company, but we have an in-house Social Media Director, Daniel Nuccio, who handles our email marketing campaigns and manages our blog and social media accounts, while we maintain close relationships with marketing companies with many different specialties to help us and our clients with other tasks (more on this later).

However, you may not feel comfortable filling these roles yourself. Or you may believe that the time of you and your employees would be better spent elsewhere. And you may find that bringing on one or two new people may be too costly.

So, then what? You bring in an outside team or two. At Randolph Sterling, we offer a number of outsourced sales services for both short term and long term sales solutions. And, for your marketing needs, we at Randolph Sterling have partnered with a number of marketing firms with different areas of expertise so that we can better offer a full solution to our clients.

Getting the Most Out of a B2B Email Marketing Campaign…Or Any Marketing Campaign

September 26, 2010

Recently in an online discussion group a friend of mine posted a question regarding how you can ensure the best results from a B2B email marketing campaign. They received a number of good recommendations for tools they could use. There was a lot of excellent information about how to craft an effective message and make sure there is a clear call to action. However, one of the things everyone seemed to leave out was that any e-mail marketing campaign, or any marketing campaign at all, for that matter, will produce an even stronger ROI if you follow up rather than just wait for them to call you.

I am familiar with several of these tools (we use Constant Contact, for those who wish to know) and the ones I know all have features that show you who from your mailing list looked at what article from your campaign, indicating they had some level of interest in that given topic. Not only is this good for targeting email correspondence to your prospects and building their familiarity with you, but it is also produces an opportunity for your sales team to call these prospects and offer additional information to them to move the sales process along. In our experience, this has been very effective because here your prospects still have you at the “top of their minds”.

However, many times this step is not taken for several reasons…salespeople are busy keeping their current clients happy, they don’t receive the information as to which of their prospects read which article, etc. This is why our inside sales team offers email marketing follow up campaigns to handle this for you. However, whether we do it for you or your team handles it, follow up and you will see even better feedback from your e-mail marketing campaigns.

If you would like more information on Randolph Sterling, Inc.’s short term inside sales services, please contact us today!

You Survived the Recession! So Where Do You Go from Here?

May 17, 2010

I have been reading more and more that the recession is over and that we are finally in recovery. I decided awhile back to choose not to take part in the recession (with the exception, of course, of being trapped by a bad real estate economy, but that’s a different story entirely) and to continue to push ahead with our business. Many of my colleagues—clients, referral partners, and members of Vistage and Business Clubs of America—joined me. It is nice to see more and more people coming around.

This strategy was relatively easy for me because we are lucky enough to be in a business that can help clients in different economic times. I say “lucky” because if you know me, then you know that while there was a ton of planning that went into what Randolph Sterling does today, there has always been that entrepreneurial side that says “Sure, let’s give it a try!”

In “bad times,” we are able to help companies who need to find more clients, but just don’t want to invest in more internal staff. Being able to hire an inside sales team that gets paid only for the hours they work is a helpful and cost effective option. In the “recovery times,” we see that skeptical companies are still a bit leery about hiring on the full time staff, while others are excited to be able to increase their staff through outsourcing, and go after much more business that they had been able to before. They see that some of their competitors did not survive the downturn, which means that clients of the now defunct competition understand the value of what they do but need someone to do it for them. These companies may not be calling, asking you to do work for them, but are certainly willing to listen to the companies who, in the past, they had told they were happy with their current supplier.

Outsourcing Your Sales and Sales Management Needs

February 22, 2010

I have been reading lately that temporary staffing is on the rise.

It makes perfect sense. As the economy recovers, more work needs to be done but companies are not yet confident enough to start hiring people so they bring in the people that they need to do the work they need to do. This reminds me of exactly why we do what we do.

It was the temporary staffing industry where I got the idea to start Randolph Sterling, Inc. I worked as a “selling sales manager” for an IT staffing company. We would provide temporary computer staffing support for companies. Some of my clients included AT&T, Pfizer, and Oprah’s company, Harpo Studios. What these companies realized was that they could bring in an expert to do what was needed, and then when the project was finished, they would either have that person continue on with another project or simply end their assignment. They saw that it was less expensive in the long run to pay that person to do the job they needed them to do. They didn’t have to pay for vacation time, benefits, or any of the other hidden expenses that are associated with a permanent employee.

It was this “selling sales manager” that was the original service of Randolph Sterling, Inc. We call it our Virtual Sales Manager service. We go in to our clients, who are usually companies that are growing relatively quickly and either don’t have a full time sales manager or have one that is overworked by managing too many salespeople, and help. We don’t get involved in politics, we just do the things that need to get done, whether it is going out in the field with the account executives, setting procedures, running sales meetings, hiring new staff or solving problems. We only get paid for the hours we work, no vacation time, no benefits, just a day’s pay for a day’s work.

The staffing industry was also the catalyst for another service we provide, one that has become our largest to date: our Outsourced Sales services. One thing I noticed very quickly when I sold in the staffing industry was that the busier I got, the less time there was to find new business, but in an industry where your product is a person and in an economy where companies are constantly being bought and sold, finding new business was imperative.

When I was just starting out, it was easy to reach out to 100 prospects a day to start to develop that relationship. I was just starting, so I didn’t have any current clients so I could spend my whole day building. As I started getting new clients, I was servicing them so there was less time to look for new business. The 100 prospects a day can easily drop down to 50. Talking to half the people meant half the opportunity.

Our outsourced sales service was developed to alleviate this exact problem. Let’s face it, the last thing a salesperson wants to do is make 100 calls in a day to find new opportunities so even if they do have the time, they will find other things to do. We decided it was easier if we do this for you. We reach out to approximately 100 people for every 10 hours we sell, developing relationships with the prospects that our clients want to talk to and sometimes finding out that some of these prospects really aren’t the people they want to do business with. In most of these instances, we are talking to people that the account executives were not going to, helping to bring in business that would have never walked in the door, while the salespeople focus on keeping current clients happy and building that business.

It is another service where you pay for our selling time, no vacation time, no benefits, nothing else. We also do this work off site so our people are focused on one thing and one thing only: developing relationships for you. No office politics, no getting pulled off the job to go help out with something else…a simple concept that sometimes gets lost in today’s workforce.

For more information about our Virtual Sales Manager services or Outsourced Sales, please go to www.randolphsterling.com.