New business and lead generation (In-House)

1 Online marketing - what works!

• Workshop overview and learning objectives
• Choosing your social media channels
• LinkedIn for sales and marketing
• Designing and implementing an effective new business email campaign online
• Creating a lead-generation strategy online - with case studies
• Avoiding common mistakes in social media marketing
• Case study: 'Best practice in social media sales and marketing'
• Using blogs and video-based marketing (eg, YouTube)
• New trends and how to keep your finger on the 'social media' pulse
• Twenty essential websites and online marketing tools

2 Making appointments by telephone

• Planning the call, telephone techniques, integrating with email and online marketing
• Developing a clear and consistent process to appointment-making
• Setting and achieving the right level of telephone activity to achieve your appointment goals
• Applying the key principles of effective prospecting and pipeline management generation, using a proven toolkit and approach
• Overcoming the most common 'put-offs' to seeing or engaging with you
• Overcoming psychological blocks to cold or warm calling - yours and the client's
• Identifying potential prospects - and decision-makers and influencers within target prospects - with greater accuracy
• Making outbound sales or appointment calls with improved confidence, control and results
• Improving conversion of calls to appointments by using more effective questions and sales messages
• The five keys to developing an engaging telephone voice and approaching manner

3 Power networking

• Strategies for networking and B2B referral-based marketing
• The importance, and different types, of networking
• How to work a room - preparation and strategy
• Communication dynamics in networking - the power of the listening networker
• Assumptions when networking
• Business networking etiquette
• Making connections, asking for cards, contact details and referrals, gaining follow-up commitments
• Building relationships - follow-up and follow-through

4 Developing new leads

• Strategies for first-time sales calls
• Gaining rapport and opening first-time and new business sales calls effectively
• Advanced consultative selling - questioning techniques to quickly and efficiently uncover opportunities, need areas and preferences
• Presenting your solution to a new or first-time customer - creating an enthusiastic and compelling personalised and persuasive summary of your proposal
• Value message - differentiate your solutions clearly and accurately, with tailored value statements
• Presenting the right initial USPs, features and benefits and making them relevant and real to the customer
• Smart ways to position price, emphasise value and be a strong player without being the cheapest or leading on price
• Learn and use advanced techniques to determine customer needs, value and decision-making criteria in depth on a first-time call

5 Organised persistence - CRM and prospect-tracking

• Organised persistence - sales tracking, following up on 'sleeping' customers, gaining referrals, time and territory management
• Maintaining a good database for maximising new business ROI
• Developing a contact strategy with different types and levels of contact
• Analysing your contact base using state-of-the-art software and tools
• Making the most of your CRM systems and solutions
• Understanding that your attitude makes a difference when sourcing new business
• Setting SMART objectives for new business development and lead-generation
• Practical exercise - setting personal development and business goals
• Time management tips to improve daily productivity
• New business pipeline management strategies for peak sales performance

6 Workshop summary and close

• Practical exercise - developing your new business action plan
• Review and feedback