Building a Lead Generation System Presented By: Chris Scafario Slide 1 Slide 2 DVIRC has spent the last 30 years helping small and midsized manufacturers in Philadelphia and around the globe take off and soar to new heights. Consulting Services Executive Network Groups Customized Onsite and Public Training Our Lifetime Impact : Over 7,000 Successful Client Projects Delivered Nearly 2,500 Unique Clients Served Approximately $2Billion in New & Retained Sales Nearly $500 Million in Client Cost Savings Over 4,500 Members of Our Manufacturing Community Trained Hub for Business Growth Soultions DVIRC’s Experts Enable You To Reach Beyond Your Resources… Right-sizing Proven Best Practices DVIRC Sales & Marketing Services Graphic Design Newsletters Pay-Per–Click Ads Email Market Positioning Search Engine Management Opportunity Scouting Optimization Situational Analysis Database Creation Viral Networking Campaign Design & Goals & Objectives Prospect Validation Social Media Management Market Strategy & Tactics Campaign Design & Voice ofCustomer Outreach Market Launch Market Validation Market Sales Internet Tactical Strategy Research Planning& Marketing Market Opportunity Support Support User Needs Branding Implementation Plan Inside Sales Database Screening / Market Feedback Architecture Execution Creation Evaluation & Control 100 Profiled Targets Design 200 Decision Makers Prospect Development Validation Market Diversification Maintenance Inside Sales Support Sales Training Project Management Our Lead Generation Process Products Profile Target Opportunities Markets Decision Sellers Build Databases Makers Unique Selling Market Create Messaging Points Needs / Pains Structured Qualified Communicate to Target Markets Outreach Leads Get Sales Appointments Are we effective? 10+ Years 300+ Manufacturers 70%+ Client Retention 1 New Client = a Project ROI Success Defined. Feeling Boxed In - 5 Year Lead Generation Client - Reported $2,000,000.00 in new sales. - Hired inside sales team. (jobs created) - Reported $100,000+ cost savings. Getting Wired For Sales - 8 Year Lead Generation Client - Achieved $4,000,000+ in new sales - Hired a sales team (jobs created) - $250,000+ cost savings Learning to Grow - 5+ year Strategic Market Scouting Client - Has doubled sales in the last 5 years - DVIRC was the Sales & Marketing Team - DVIRC supports fully integrated Sales & Marketing efforts and feeds a newly placed sales team dozens of leads each quarter A NIST Study of owners of small and midsized companies identified: 6 of 10 need a process for Cost Savings 8 of 10 need a process for Growing Sales Slide 21 RELUCTANCE Is it time to retool and rethink how we operate? Business Growth Solutions Strategic Direction Market Research Marketing Support Sales Support Readiness Assessments Secondary Market Research Website Design Lead Generation (market penetration) Ideation & Innovation Market Landscaping Content Creation / SEO Market Scouting (market diversification) Sales & Marketing Strategy Competitive Benchmarking Inbound / Outbound Support List Development/ Screening Brand Strategy Technology Scouting Custom Portals & Ecommerce CRM Integration/ Training Leadership Advisory Support Primary Market Research Graphic Design Support Sales Recruiting/ Training Typical Steps Forward Toward Topline Growth… Lead Generation Web Market Marketing Research Market Penetration & Lead Generation Profile Target Opportunities Products Markets Decision Build Databases Sellers Makers Unique Selling Market Create Messaging Needs / Pains Points Structured Qualified Communicate to Target Markets Outreach Leads Get Sales Appointments Slide 29 When Properly Applied 100 Targets 60 Prospects 4 Leads 33% Conversions Slide 30 It is the year 2021. Your business is preforming beyond your wildest expectations. What does that look like? How did you get there? Slide 31 What Gaps Need Filling In Our Market? Slide 39 Product Formulation Limited Product Line Inorganic Growth Market Shift Flavoring Expertise Aging Products Product Development Consolidation Brand Legacy / Trust Declining Sales Position For Sale Larger War Chests Purchasing Power Limited Resources Market Penetration Position For Sale Operational Excellence Market Trends Up Sales & Marketing Resistance Distribution Network Engagement Reduce Pricing Brand Perception Do your customers feel the same way? So What does that mean? The Trailer Company • Design and Engineering • Precision Automated Manufacturing • Welding & Fabrication • Automated Cutting/Bending/Shaping • Running/Electrical/Landing Gear Installation • Finishing/Sophisticated Paint Systems • Expertise with Intermodal Transportation Slide 47 Market Intelligence Report Defense – Armored Vehicles Outlook: The armored vehicle mfg. industry will stabilize and expand over the next five years as defense spending grows. In particular, Stryker vehicle upgrades, production of the Joint Light Tactical Vehicle (JLTV), and various development programs are expected to bolster growth. Slide 48 Market Intelligence Report Defense – Armored Vehicles Slide 49 Market Intelligence Report Defense – Armored Vehicles Armored Vehicles: NAICS 336992 Slide 50 Market Intelligence Report Defense – Armored Vehicles Armored Vehicles: NAICS 336992 Slide 52 Proposed Prescreening Criteria Our growth will require enhanced outreach to the following industries: 1. 2. 3. Our likelihood of success goes up when we connect with the following titles: 1. 2. 3. An ideal prospect for us is: 1. 2. 3. We anticipate our target prospects will be located within a ________ radius. We should avoid companies that: Slide 53 Slide 56 List Resources • LinkedIn • Trade Associations • ThomasNet • Referrals The top five sources of B2B leads: 54% Customer Referrals 14% E-Mail or Direct Marketing 8% Internet 7% Events 8% Other Source business.com Slide 57 List 5 customers or suppliers you will ask for referrals: 1. 2. 3. 4. 5. Slide 58 ADD LIST SOURCES Budget-friendly CRM Options Here are some of the top CRMs for small business. All feature basic contact and deal management along with special features that set them apart from other tools: Slide 62 Market Penetration & Lead Generation Profile Target Opportunities Products Markets Decision Build Databases Sellers Makers Unique Market Selling Create Messaging Needs / Pains Points Structured Qualified Communicate to Target Markets Outreach Leads Get Sales Appointments Slide 63 Communication Tools Mail eMail Telephone “If you’re not meaningfully UNIQUE, you better be CHEAP!” Doug Hall End of Product Lifecycle Experts Engineer Led Engagements Focus on Design for Manufacturability 24 Hour Order to Build Guarantee* >6% Typical Client Savings Flexible Order Minimums Better parts out of the box Or yourSlide 73money back!* How Are you Unique? You can not have an effective business strategy if you are not able to successfully answer this question. Lightweight, High Revving, Reliable Enginesuses Manufacturing Culture Core Capabilities of Innovation Competences To Create Light Weight, High Revving Core Reliable Engines Products Generators Marine Vehicles Yard Care Aerospace Personal Cars & 4 Wheel Lawn Watercraft Trucks Off-road Mowers Boats Motorcycles Snow Blowers Honda makes lightweight, high revving, reliable engines. Using 10 words or less try to describe what you do. ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ Slide 78 The businesses in this room should be reinvesting between 6% and 10% of their gross sales back into sales and marketing. Slide 80 Slide 82 Fail FAST & Fail CHEAP Annual Sales & Marketing Tool Check list Currently Use Plan to Use Person/Group Responsible Expenditure Person to Person Prospecting Dedicated Internal Salesperson Dedicated Internal Marketing Person Cold Calling Program Tradeshows Referral Programs Customer Surveys Corporate Collateral / Brand Support Current Industry Specific Collateral Current Company PPT Current Brochure Current Logo / Brand Image Print Campaign / Post Cards/ Etc. Email Blast /e News Corporate Website Current Site built using a CMS Organic Search Optimization AdWords / Banner Ads/ Thomas Monthly Content / Inbound Marketing Other Tools Now, Lets talk about making calls… Cold calling actually enables the sales person to: • supersede existing suppliers • pre-empt the competition • identify and create huge new business possibilities • become indispensable as someone who can make things happen and create new business • build (your) personal reputation beyond job title and grade • establish relationships and a respect (for you) beyond normal sales responsibilities • and be an entrepreneur. Step 1: Define who you are. My Name is Chris Scafario, I work with the MEP Network. We are an organization committed to improving the competitiveness of small and midsized manufacturing businesses in the United States. Step 2: Describe what you do. I help our clients identify, pursue and realize dramatic increases to their topline. Step 3: Identify your ideal clients/customers. Our clients are mainly small to midsized contract manufacturers, fabricators and distributors that might be very interested but lacking