Sales - Lead Conversion

It’s all about decisions: Yours and theirs

 

You’ll learn how to manage a reliable process that motivates buyers to include you in the decision process and actually help them make their decision. You’ll eliminate rejection from your experience forever.

This is a proven process to help buyers make informed, self-interested, confident, comfortable decisions.

 

Baseline Concepts

Door-Opener: Associating Yourself with Business Problems that Drive Demand for Your Expertise

It’s not who you know, but who knows you -- more importantly, what they know you for.  The good news is that it’s completely within your control. Your “Door-Opener” is the high-impact business problem or challenge that CE solves.  This problem’s importance literally opens doors to conversations with executive decision-makers whose job it is to explore solutions to these high-impact challenges. Now, instead of trying to interrupt someone’s job with a pitch or other sales activity, you’re now a welcomed contributor to their job.


Cost of Doing Nothing: (Eliminate Sales Activity That Has No Chance to Succeed)

Did you know that your biggest competitor is not another CRM solution-provider? The most frequent winner is “no decision.” That’s right. In roughly 30% of supposed selling opportunities, nobody wins. You’ve been there. After all your work, all the calls, research, favors called in, meetings, presentations, proposals, follow-up and expense, the prospect goes dark and silent.

What happened? The prospect decided not to decide. Why?  Because they could.

People only make the decisions they MUST make. The perceived impact of a problem determines whether or not the firm must make a decision or not. If the cost of doing nothing is unknown, or deemed acceptable, you have no chance to make a sale, and you’ll waste a lot of time and effort on meaningless follow-up.

 

Stakeholder Alignment: Add Value by Helping Buyers Make a Good Decision

“Stakeholder Alignment” simply means “getting a decision.” More accurately, it means “getting everybody on the same page and comfortable making a decision.” This critical skill is the difference between getting a decision and merely being helpful. Even when your Door-Opener problem's impact absolutely demands a solution, the inability of those with a stake in the problem to align, i.e., reach a decision of any kind, creates a tar pit that consumes many otherwise promising sales. The inability to decide is not due to stupidity or intransigence. It’s always the result of lacking a reliable decision process.

You’ve experienced this yourself. Your prospect law firm has endless meetings “brainstorming” a problem and arguing about the merits of different ways to solve it. Little by little, committee members disengage; some stop showing up. Rather than waste their time, they abandon the decision. (Hmm.  There’s “no decision” again.)

The good news is that this is a fairly simple process that merely requires learning it, practicing it and applying it with humility and discipline. By relieving prospects of their decision frustration, you’ll deliver more value before you get hired than most CRMs will deliver after they’re installed. I promise that your prospects and clients will thank you. You’ll never experience the “no decision” black hole again. The solution seller who delivers and facilitates a reliable decision process has the inside track to getting hired because the buyers will recognize the real value of it.

 

Winning “Beauty Contests” and other formal competitions

Competitive, formal buying processes, or “beauty contests,” are expensive, time-consuming, draining, and often a waste of time. Unfortunately, they're also popular with law firms.

Either you're controlling the beauty contest, or it's controlling you.

These “selection tournaments” are a specialized form of Stakeholder Alignment, usually involving a larger number of stakeholders, that require much greater finesse and skill.

Together, you'll learn how to:

  • recognize your next move
  • get the intelligence you need to take the right steps
  • neutralize your competitors
  • control the processes designed to control you
  • win the busine ss

You’ll learn how to contain your cost of sales and win – or, at the very least, expose a purported "opportunity" as a loser so you can opt out gracefully -- and early.

 

Your Decisions:

  • Door-Opener: What problem does CE solve that has the highest impact on lawyers directly, that lawyers will say absolutely must be solved?
  • Who do we want as clients? Who has that problem in spades? What’s our optimal client profile?
  • Who don’t we want? Which are our mirages, i.e., firms that cause us to chase after them, but who don’t really have to buy?

 

Marketing- Lead Generation

It’s all about Relevance

 

Profiling Optimal Prospects

Too many sellers try to pursue everyone, which isn’t possible. We’ll model and profile the firms that have a reliable problem that drives demand for CE’s flavor of CRM (simple, easy).

 

Making “Thought Leadership” Pay Off: Expanding Your Network from Your Desk

Who says trade shows and networking events are the only way to find prospects?

While getting some face time with your optimal prospects is desirable, to build up a sizable pipeline of your profiled prospects, however, the face-to-face process is too slow, and too expensive. Instead, using this process, you’ll manufacture a vibrant network of prospects who match your optimal profile, a network interested in your ideas because of your relevance to their businesses --all this without leaving your desk, and without regard to geography. You’ll find that many clients care more about how much you understand their problem than where you’re located.

You’ll learn how to use an article idea to manufacture a network of prospects of exactly the right type. This is among the most efficient strategies you can employ because it simultaneously serves three important purposes:

  • Market/opportunity validation
  • Market penetration
  • Network expansion


“Hunting” instead of networking

When you hunt, you’re looking for something specific, which changes your purpose from meeting as many “anyones” as possible (yuck) to filtering the crowd in search of specific people. By definition, this narrows the nature of your interaction and shrinks the time you’ll spend with any individual at an event. It also simplifies the process of choosing which events to attend.

Everyone talks about the importance of relationships. The key word is “relate.” The only thing people want to relate to is their world, their challenges, their problems. The only way they want to relate to us is how we can help them in some way with the challenges they’re obligated to care about.

Accumulating random contacts yields a bloated, unwieldy pipeline that has too much overhead and too little yield. It’s much better to meet two or three people who are experiencing your Door-Opener problem that drives demand for your service. They’ve demonstrated that the problem has real impact. That means there’s actually something to hire you for. You’re already far ahead of everyone who’s merely meeting nice people who may or may not have a real reason to engage with them.


Getting Inside the Tent: Identifying Less Obvious People Who Can Provide an Entry Point

You can't talk to a law firm, only to persons within it. So, who is the best person to meet with to pursue business with a firm, and why would they want to speak with you, much less introduce you to others? OK, that wasn’t fair; it’s a trick question. There is no single right answer, no single “best” contact. In a modern firm, many people have a stake in the problem you solve, and most of them can provide you with an entry point.

There's a wrong answer, though: We’re spending too much time marketing to Marketing/BD staff. There are better destinations. You’ll learn about others who’ll not only get you in the door, but who’ll also become valuable intelligence sources and guide you through the often byzantine world that makes up the prospect’s decision culture and process. There are many more ways to get in than you might think, and many more people who want to help you get in – because it's good for them. You’ll mobilize this internal cadre to make your life easier.