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SEO & Social Media Marketing | The FACTS About Telemarketing & Prospect Generation | Promotional Products Advertising Programs | Sales Letters | Postcard Marketing
Marketing
Consulting Services
In this constantly changing economy and marketplace, it is wise to proactively improve the marketing activities you are using to generate prospects. You don't want to wait until something bad happens and then try to create a solution. Let me be your prospect generation proactive problem solver while you focus on other projects.
Kennard L. Brown specializes in developing prospect generation solutions designed to produce measurable results that create profits for businesses. I provide customized marketing services based on your feedback. Plus, you will save time because you can invest in my services & products by phone wherever you are around the world. I have an MBA in marketing and have 21 years of telesales, telemarketing, direct marketing, direct mail and copywriting experience. You can review my LinkedIn profile by clicking LinkedIn.
Call me at (614) 759-8500 for a FREE no cost preliminary recommendation. To create your customized preliminary recommendation, I need to ask you some questions. This process will take about 5 minutes. After I receive the answers to the questions, I will e-mail you a preliminary recommendation that will reveal how I can help your company. It will provide you with information that may help you improve your marketing activities, and increase profits. This information is not to pressure you. The document is designed to clearly present the facts on how I can help you. If you prefer to answer the questions without me calling you, then click Marketing Questions, download the document and fax the answers to (614) 340-7255 or you can e-mail me by using the following e-mail address: businessconsulting@kennardbrown.com
I offer the following marketing services:
√Sequential Marketing Prospect Generation Program
Designed to secure interest from a potential client
An ongoing
series of several different contacts with a prospect for one year using
different marketing tools or promotions will be created
√Prospect Generation by using Promotional Products Program
Designed to use promotional products to generate prospects for your sales team
A customized promotional product prospect generation program for your business
View the following videos that reveal the effectiveness of promotional products:
√Diagnostic Review or Marketing Audit
A problem is identified but you don't know how to fix it or how the marketing problem can be improved
Need help in defining the marketing problem (s)
Selected company employees
Other material
are reviewed such as company information, marketing methods, procedures
and material
Key findings
are identified such as marketing areas for improvement
A
report is written that reveals findings and recommendations
√Strategic Marketing Planning
Involves selecting a target market segment or segments and a position within the marketing in terms of product characteristics, price, channels of distribution, and sales promotion
A diagnostic review is conducted before a strategic marketing plan is designed
The strategic marketing plan provides the foundation to build a tactical plan. It is a summary of what a company's marketing is trying to accomplish from a broad prospective.
Kennard L. Brown will assist you in setting the overall marketing direction for the company
Research and
data
A
strategic marketing plan is created
√Copywriting
Compelling communications is developed to promote your services or products
Direct
mail sales letters
Web
site copy
Company
and product brochures
E-mail
marketing (autoresponder) campaigns
Product
information sheets
Postcards
Brochures
White papers
Copy
is researched
An outline
is developed of the planned communications for client review and approval
A
draft is developed of the communications for client approval and feedback
Copy
is completed
in final form
√B2B Telemarketing training
Preparation and/or delivery of B2B telemarketing training
Development
of customized B2B telemarketing programs
Development
of customized B2B telemarketing script
Train
the trainer for delivery of B2B telemarketing training
Deliver
a B2B telemarketing training program
√B2B Telemarketing Script Development
We develop a customized script based on your target market.
Our scripts are designed to identify needs and will help you develop an effective cold call presentation. The scripts are designed to encourage a conversation with a suspect without pressuring them. The telemarketing script copy will not assume that the suspect has a need for your services or products without finding out if they need your services or products.
We recommend that you use the script only as a guide. You should integrate the main concepts of the script into your personality so that you can give your cold call presentation without using the script. You should only refer to the script if you forget the main concepts of your presentation. If you sound like you are reading the script, then this will greatly contribute toward the suspect being highly resistant to your cold call presentation.
Up to two revisions are included with the investment unless they are based on a change in the assignment made after the copy is submitted.
All revisions must be assigned within 30 days of your receipt of the first draft copy. After that, additional rewrite may be made at a fee to be negotiated separately from your original payment.
We make our best attempt to be available to make revisions. Minor revisions can be completed in 2 to 3 business days and major revisions may take longer.
√Market Research
Market
opportunities, threats and problems are identified
Generating, refining, analyzing and evaluation marketing actions and
monitoring the performance of those actions
Database
marketing
Market survey
Analysis
of the demographics of a client's current customers
Customer
segment analysis
Customer
attrition and retention study
Proper list selection
√Brand Management
A brand name is developed with the goal of getting the attention of the target market.
A brand name for your company, division, product, service, web site, slogan or tag line can be developed
A strategy will be developed to introduce the brand
Identifying and establishing brand positioning and values
Planning and implementing brand marketing programs
Measuring and interpreting brand performance
Growing and sustaining brand equity
We have experience generating prospects for the following services & products:
Information Technology
Promotional Products
Direct Mail Lists
Web Site Development
Software
Computer Training & Education
E-mail Marketing
Online Prospect Generation
Oil & Gas Drilling Location Information
Yellow Page Advertising
Business Opportunities Recruiting
Network Marketing Opportunities Recruiting
B2B Telemarketing Services
Business Management Consulting
Financial Sales Representative Recruiting
C-Level Executive Recruiting
Office Products
Electronic Magnifiers for the Visually Impaired
"Green" Carpet Fiber for environmentally focused construction projects
Telecommunications services
Health Care Medical Equipment & Services
Affirmative Action & Diversity Recruitment Compliance Consulting
Nonprofit Fundraising Services
Because of experience generating prospects for the above product & services, we are uniquely qualified to provide marketing consulting services involving any of the above products or services.
The FACTS about Telemarketing & Prospect Generation
|
The key to success for most small businesses is to consistently utilize Telemarketing & Direct Mail. According to the Direct Marketing Association 2010 Response Rate Report, Telephone Marketing had an average response rate of 6.16%. The highest response rate for a house list (customer list) was also Telephone at 10.41%. Response rates for Direct Mail have held steady over the past four years. Letter-sized envelopes had a response rate of 3.42% for a house list and 1.38% for a suspect list. Response rates for B2B campaigns were generally higher than for B2C campaigns. Lead generation and high-end average sale campaigns also had higher response rates. |
The Realistic
Remote Sales Cycle based on my REAL WORLD two decades of telemarketing &
telesales
cold calling experience
|
Suspects |
Prospects |
3 to 12 months or more to close 33% of Prospects |
|
Target Market |
Interested in more information |
5 to 12 conversations to close 80% of sales |
Suspects
Suspects are people that may have an interest in your service or product. Most companies utilize telemarketers to call a suspect list to turn suspects into prospects. The inside sales cycle (the time it takes to generate an inside sale) is longer because the telemarketer is trying to turn suspects into prospects. In most cases, the suspect that turns into a prospect is not ready to buy when you first call him/her.
It takes 5 to 12 conversations to close 80% of sales in reference to inside or outside sales. This fact must be taken into serious consideration when you develop any marketing strategy. Additionally, on average, 10% of the number of dials are conversations with decision makers.
If you sell expensive services or products via telephone only, the inside sales cycle can be
much more than 12 months.
Prospects
Prospects are people who have an interest in your service or product. You can generate a prospect by calling them first (they are originally a suspect) and they express interest in your service or product (they become a prospect). Additionally, people become prospects by contacting you first via direct mail, direct response TV or an ad placed in a magazine, newspaper or yellow pages. When a prospect indicates they are interested in your service or product by initially contacting your company, they usually are in an immediate buying mode. When you focus on a prospect who contacted you first and is interested in your service or product, the inside sales cycle is reduced.
Prospects
can be classified into different categories based on the company's marketing
strategy. Ultimately, the goal of generating a prospect is to turn it into
a qualified lead. A qualified lead is a prospect that fits
the company's criteria for a qualified lead.
Telemarketing & Telesales
Telemarketing is generating prospects from a suspect list. It is another way to market your services or products. Telesales is generating sales strictly via telephone only.
It is effectively executed by a realistic inside sales cycle and marketing strategy.
Inbound & Outbound Telemarketing
There are companies that successfully combine telemarketing with a prospect generation system by placing ads via different medium (TV, Postcards, Pay-Per-Click . . . etc) that are designed for a suspect to call the company for more information. When a telemarketer/telesales representative receives the phone call from the suspect, then that suspect has become a prospect. This type of telemarketing is called inbound telemarketing. The postcard is a cost effective direct mail tool that is used to generate quality inbound telemarketing calls.
Inbound telemarketing is much more effective than outbound telemarketing because the prospect is calling your company and is interested in the services or products you advertised on your postcard. The advertisement, NOT a highly resistant outbound telemarketing promotion message, was used to transform the suspect into a prospect.
Outbound telemarketing is truly COLD CALLING because the business has not indicated
they are interested in your service or product BEFORE you contact them. This type of telemarketing is very difficult.
Business B2B Telemarketing
Yet, based on my REAL WORLD experience, B2B COLD CALL telemarketing can be very effective if you are realistic about the inside sales cycle. There is less resistance to B2B telemarketing then B2C telemarketing. The KEYS to B2B telemarketing is knowing how to get past the secretary and knowing the name of the person to contact BEFORE you call.
Additionally, another major KEY is to identify a need at the very beginning of your cold call without pressuring the prospect to listen to your sales presentation. To simplify, you must identify a need first, before providing your solution. A significant amount of cold calling systems teach their telemarketers to state their name and identify themselves & their solution without knowing whether or not the suspect needs the solution. The telemarketer is taught to assume the suspect needs their service or product and to constantly object to a suspect's disinterest in the service or product until the suspect agrees they need the service or product. This creates high resistance and makes it much harder to generate quality leads. To learn a better way to generate quality leads over the telephone-please click the following link: Unlock The Game
Again, the average cold calling sales cycle can be 3 to 12 months or more. Additionally, if you sell services or products that generate a very high profit per sale, then the amount of cold calls you have to generate to produce prospects is lower. Yet, the inside sales cycle tends to be longer for services and products that cost thousands of dollars.
The
average cold calling sales cycle is mostly based on high pressure sales
methodology. My 21 years of telemarketing experience are a combination of
using high pressure & no pressure techniques. Over the years, I have
discovered the no pressure approach is more effective. Kennard L. Brown
B2B
telemarketing services are based on the no pressure approach in reference to
telemarketing because it reduces stress for the telemarketer, shortens sales
cycles and ultimately increases sales. For more information on a no
pressure approach to cold calling-please click the following link: Unlock
The Game
How can promotional product creative ideas generate a positive ROI?
View the following videos that reveal the effectiveness of promotional products:
Please complete our online form to receive your FREE customized Promotional Product Advertising Program. Kennard L. Brown is an authorized Kaeser & Blair Promotional Products Advisor. Kaeser & Blair is the oldest promotional products distributor in the United States (117 years) and is a member of ASI (Advertising Specialty Institute) and PPAI.
We design sales letters for your direct mail campaigns.
For a preliminary sales letter recommendation, please call us at (614) 759-8500 or you can e-mail us: businessconsulting@kennardbrown.com
We have experience generating prospects for the following services & products:
Information Technology
Promotional Products
Direct Mail Lists
Web Site Development
Software
Computer Training & Education
E-mail Marketing
Online Prospect Generation
Oil & Gas Drilling Location Information
Yellow Page Advertising
Business Opportunities Recruiting
Network Marketing Opportunities Recruiting
B2B Telemarketing Services
Business Management Consulting
Financial Sales Representative Recruiting
C-Level Executive Recruiting
Office Products
Electronic Magnifiers for the Visually Impaired
"Green" Carpet Fiber for environmentally focused construction projects
Telecommunication Services
Health Care Medical Equipment & Services
Affirmative Action & Diversity Recruitment Compliance Consulting
Nonprofit Fundraising Services
Because of experience generating prospects for the above product & services, we are uniquely qualified to design sales letters for them.
We can help you generate Local and/or National Prospects for your sales force by creating customized postcards to mail to suspects.
According to the Direct Marketing Association 2005 Response Rate Report, the following industries are the major users of postcards:
Postcard creative services
Postcard Mailing Services
For a preliminary postcard marketing
recommendation, please call us at (614) 759-8500 or you can e-mail us: businessconsulting@kennardbrown.com
Kennard L. Brown offers SEO & Social Media Marketing services through a partnership with National Positions.
National Positions specializes in helping your business generate quality prospects by using SEO & Social Media marketing.
Please view the following web page for more information: Internet Marketing 3.0
Companies are interested in generating leads of people who are actively searching for a need. SEO & social media marketing is perfect for attracting people who are searching for solutions over the Internet.
Internet Marketing 3.0 is a complete 3 step Internet marketing program designed to make your business' website dominate the market through the effective integration of:
(1) Search Engine Optimization, for your keywords, content, and linking.
(2) Name Branding and all aspects of Social Media such as social profiles, social bookmarks, and blogs both on and off site, press releases, article submissions, videos and video optimization, FaceBook, Twitter and more. Search engine spiders are constantly crawling off site content and social media has become extremely important in garnering rankings.
(3) And finally something we call Conversion Booster, which increases the sales revenue conversion rate of your website traffic without increasing your advertising budget. Until recently only the large companies with massive budgets had the resources to perform multivariate and split testing. Today with National Conversion Booster and Google Website Optimizer, companies of all sizes can boost their conversion rates. Companies can see their conversion rates increase by 100%, 200% or even 300%.
If you are open to it, I would like to offer you a free no charge consultation and analysis of your website, and how National Positions can benefit your business. It is an educational experience.
Please answer the following questions so I can better prepare my Internet marketing preliminary recommendation:
Who are your three main competitors?
How many brick and mortar locations do you have?
What SEO company are you working with right now?
What are you doing to drive traffic to your site besides SEO?
What are you spending on Pay-Per-Click (PPC) on a monthly basis?
What other types of advertising are you using?
What are the top keywords your clients are utilizing to locate your products or services?
Are you currently utilizing any social media marketing like Facebook, Online Video (on YouTube) and Twitter?
What is the conversion rate for your top landing pages?
What are 2 or 3 core issues you would like to have addressed at our meeting?
What is a good time for us to have the meeting?
Based on my 21 years of sales & marketing experience, the best way to generate only hot or warm prospects is the following:
(1) Referrals
(2) Internet marketing (this involves SEO & Social Media marketing, pay-per-click, using white papers, e-mail campaigns and online videos)
(3) Dimensional mail (oversized, cleverly designed promotional products or gifts that are designed to get past the gatekeeper and into the hand of a decision maker)
(4) Postcard marketing designed to motivate prospects to go to your website and/or call your business
(5) Direct mail sales letter designed to motivate prospects to go to your website and/or call your business
When people contact your business they are usually looking to invest in a product or service. The five above marketing techniques are designed to influence a prospect to contact the company. It is wise to utilize and combine all four marketing techniques to help lower the sales cycle.
For a preliminary SEO & Social Media marketing services recommendation, please call us at (614) 759-8500 or you can e-mail us: kbrown@nationalpositions.com
Kennard L. Brown
P.O. Box 506
Brice, OH 43109
Office: (614) 759-8500
eFax: (614) 340-7255
E-mail: businessconsulting@kennardbrown.com
©2012 Kennard L. Brown