B2B Marketing & Cold Call Consulting Services that increase profits and ROI.
Why should you advertise in a tough economy?
Click the following link: Advertising In A Down Economy
SEO & Social Media Marketing | The FACTS About Telemarketing & Prospect Generation | Promotional Products Advertising Programs | Sales Letters | Postcard Marketing
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.
Kennard L. Brown specializes in developing direct response solutions designed to sell your services and products. Customized marketing services are provided based on your feedback. Plus, you will save time because you can invest in marketing services & products by phone wherever you are around the world.
Benefit from 26 years of copywriting, sales & marketing experience; understanding how to generate prospects for your sales representatives, and sales department.
Call (614) 276-1200 for a FREE no cost recommendation. To create your customized recommendation, please complete our questionnaire.
After you answer the questions, you will receive a recommendation via e-mail that will provide you with information that can help you improve your marketing activities, and increase profits. Click Marketing Questions, download the document and fax the answers to (614) 340-7255 or you can e-mail by using the following e-mail address: email@example.com
√Sequential Marketing Prospect Generation Program
Designed to secure interest from a potential client
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
will be developed
will be developed
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
are reviewed such as company information, marketing methods, procedures
are identified such as marketing areas for improvement
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
strategic marketing plan is created
based on the research and data collected
based on the research and data collected
√Sales Writing/Copywriting for B2B Companies
Compelling communications is developed to promote your services or products
mail sales letters
and product brochures
is developed of the planned communications for client review and approval
draft is developed of the communications for client approval and feedback
in final form
√Cold Call Training for B2B Companies
Preparation and/or delivery of cold call training
of customized cold call programs
of customized telemarketing script
the trainer for delivery of cold call training
a cold call training program
√B2B Telemarketing Script Development for B2B Companies
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 put the main concepts of the script into your personality so that you can give your cold call presentation without it. You should only refer to the script if you forget the main ideas of your presentation. If you sound like you are reading the script, then this will greatly contribute toward the suspect not liking you.
Up to two revisions are included with your 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.
opportunities, threats and problems are identified
Generating, refining, analyzing and evaluation marketing actions and
monitoring the performance of those actions
of the demographics of a client's current customers
attrition and retention study
Proper list selection
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:
Direct Mail Lists
Web Site Development
Computer Training & Education
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
Electronic Magnifiers for the Visually Impaired
"Green" Carpet Fiber for environmentally focused construction projects
Health Care Medical Equipment & Services
Affirmative Action & Diversity Recruitment Compliance Consulting
Nonprofit Fundraising Services
SEO & Social Media
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
Note: Please click B2B Cold Calling Service for more information on teaching your sales representatives how to effectively cold call.
The key to success for most businesses is to consistently utilize Telemarketing & Direct Mail. According to the Direct Marketing Association 2015 Response Rate Report, Telephone Marketing has an average response rate of 13%-14% for a customer (house) list and for a suspect list the response rate is 7%-8%. Telephone Marketing is used for direct sales and lead generation by B2B companies. Direct Mail campaigns (3.7% for house list and 1% response for suspect list) generate a better response than digital campaigns (.62% combined for a house list). Letter-sized envelopes has a response rate of 3.5% for a house list and 1% for a suspect list. Dimensional Mail generates a 2.8% response when used with a suspect list-the highest of all categories. Response rates for E-mail campaigns are .1% for house lists and .1% for suspect lists. Paid Search response rates are only .1% for house lists.
Remote Sales Cycle based on my REAL WORLD two decades of telemarketing &
cold calling experience
3 to 12 months or more to close 33% of Prospects
Interested in more information
5 to 12 conversations to close 80% of sales
The KEY to eliminating telemarketing & telesales high turnover
I have worked for several companies, and have consulted several companies in the area of effective telemarketing & telesales. Unfortunately, in most cases, I have experienced sales managers creating unrealistic sales quotas. Unrealistic sales quotas are caused by a company's failure to properly analyze and understand important market characteristics. Despite the assumptions of a significant number of sales managers, the following make a difference in creating realistic sales quotas:
Type of Company
Number of Employees
Current Economic Environment or Conditions
If the above factors are not considered (which I have discovered they are not in a lot of cases), then a sales manager's sales quota will be unrealistic. Unrealistic sales quotas put unnecessary sales pressure on sales representatives to produce. This causes them to become desperate and influences them to become unethical in giving their sales presentations. In this situation, many sales representatives are pressured into lying or not telling the whole truth to secure sales so they can keep their jobs. Of course, those who have a sense of ethics will refuse to lie and will either leave the company or be quickly terminated. I have experienced this vicious cycle for many years. Sales managers say things like, "Well, this isn't for everyone. Some people can do it and some people can't." I disagree with these statements. If you hire a person who has successful sales experience and these people are consistently being terminated in 3 to 5 weeks because of failure to reach quota, then there is a problem with your sales quota, sales training and your sales expectations. If you hire people who don't have any sales experience, then your sales training should give them the skills to succeed.
The sales cylinder is a list of quality prospects. Prospects are people who expressed interest in your service or product. On average, a decent sales cylinder takes a minimum of three months to develop. Sales systems that require you to generate several, consistent sales before a good sales cylinder is developed are systems designed to generate high turnover and a discouraging sales environment.
Sales, that are generated by pressure or dishonest & tricky techniques, are sales that create short term clients or customers. Plus, high pressure generated sales gives a customer service department headaches. A company's goal is to generate long term customers not short term. The best way to generate long term customers is by no pressure selling, and being honest. The sales methodology should be based on trust and developing a relationship. As you should know, developing relationships take time. You don't develop a friendship in one day. Remember, no one can accurately predict when someone will invest in your service or product. To simplify, you can't force someone to invest in your service or product. An effective sales representative's job is to develop a trustful relationship with a prospect and to satisfy a prospect's need. Again, it takes time to develop this type of relationship.
Please understand the following facts from the National Sales Executive Association:
*Contacts are decision makers
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, sales and sales training plan. Additionally, on average, 10% of the number of dials are conversations with decision makers.
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.
If you sell expensive services or products via telephone only, the inside sales cycle can be much more than 12 months.
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.
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.
Again, the average inside sales 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 26 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 consulting 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.
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 customized Promotional Product Plan. Kennard L. Brown is an authorized Kaeser & Blair Promotional Products Advisor. Kaeser & Blair is the oldest promotional products distributor in the United States (120+ 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) 276-1200 or you can e-mail us: firstname.lastname@example.org
We can help you generate Local and/or National Prospects for your sales force by creating customized postcards to mail to suspects.
Postcard creative services
Postcard Mailing Services
For a preliminary postcard marketing recommendation, please call us at (614) 276-1200 or you can e-mail us: email@example.com
Kennard L. Brown offers SEO & Social Media Marketing services.
Prospects should be able to search for your company’s products or services on Google by simply typing keywords that are related to your company’s website. Logically, it is much easier to sell someone when they are actively looking for your service or product. This is why proper search engine optimization is necessary for your website. If your website is not properly optimized, then it is like throwing a business card on the ground and no one sees it.
In the 21st century, your company must have an effective social media presence. B2B companies should at least have a LinkedIn, Twitter and Google Plus+ presence.
Social media services:
Kennard L. Brown
848 Mark Place
Columbus, OH 43204
Office: (614) 276-1200
eFax: (614) 340-7255
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