Sales intelligence

Use top-class leads

Blue Marloc — Tue, 27 Sep 2022 08:10:03 +0000

Use top-class leads Blue Marloc Tue, 09/27/2022 - 10:10

We know how hard it is to get high quality leads

Generating leads is a significant part of sales success. Many organisations struggle with getting clear lists of prospects.

With current technologies we are able to identify leads in many ways, but doing it manually is a nowadays a near impossible task. The information you need to identify quality leads is not available in place. Data must come from websites, from the financials, from public information and by combining multiple social media like sources.

AI selecting and filtering

Once contact information is found, the task turns to identifying the potential of a lead. Leads with low potential create costs in the sales process and offer little benefit. But identifying what makes a lead a profitable lead is not a simple task as well. In our dataproduction we add specific information to the leads to make selecting and filtering possible. Filtering by hand on a single criteria is a common strategy, however using AI tools we can identify promissing leads more accurately by combining many factors.

For example for our eMobility client we offer high quality selection of Hotels leads. But which hotels have the most potential? Research has show it is a combination of location, type of guests, their financial situation, competition in the area and more. With our tools we rank thousands of opportunities to select the most promissing first.

A one size fits all approach is no long necessary

Sales arguments vary with different types of leads. To identify the lead type again various information most come together. In our practise we present a full 360 of all available information of a lead. Taking the hard data, financial data and even reviews and social media into account. In the end the goal is to arrive at those arguments that fit the prospect most closely.

Create personalised material

With our modern tools it is just a press of a button to produce personalised sales arguments.

Be convincing

Having the right prospect selected and understanding the most suitable arguments is key in sales success. When one-size-fits-all sales material is used we see that 7% to 35% of prospects do not convert. To make a prospect a happy client, sales materials-, approach and organisation must be convincing.

We estimate personalised sales material to be 60% more convincing. For this we collect additional information which is used to create convincing material,

For example we collect competitor information, we collect location information, we collect current actual status of the prospect and create sales material which communicates: "We are professionals, we did our homework, you can rely on us".

Winning leads is more that just getting contact information, it's about selection, filtering, personalisation and closing the deal with convincing sales material.

Feel free to contact us to help your sales process become personalised as well.

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Compelling arguments and materials

Blue Marloc — Tue, 27 Sep 2022 07:49:32 +0000

Compelling arguments and materials Blue Marloc Tue, 09/27/2022 - 09:49

So you reached the best prospect, now what?

We have spent much time on analysing what it takes to reduce lead times and increase closing rates. It starts with reaching out to prospects with higher potential of success. When we analyse the 'reasons' of win and loss patterns emerge in the data. Using our tools the significance of data items (like number of rooms for a hotel or the distance to city centers) starts to give meaningful input for lead scoring.

Back to "Now what?"

So when a prospect is contacted it is all about making the sale. We have found that providing prospects with professional and personalised sales material improves close rates with 5% to 17%. Which gives a significant reduction in sales-cost (customer acquisition cost).

Don't just do it once, do it all the time!

The effort of creating compelling sales material is not (only) in a good looking design; everyone has that. It is about two or three things: the prospect must be convinced you made an effort to understand the prospects situation, the prospect must experience interesting facts applicable to her situation, the prospect must experience your solution was tailored for her.

Doing it once is a marketing effort; where large sums are spent on nice sales brochures and such. But it doesn't work (enough). It is at best a better me-too approach.

At BlueMarloc we have taken a different approach; we collect sales compelling data directly with the lead contact data. We (or better our systems) connect with information like financials, history, management changes, the competition the prospect is in and lots of local data. We also produce sales brochures, spreadsheets and powerpoints which we feed directly from this personalised information.

With these tools sales can contact prospects with personalised materials, as if every prospect is special.

And isn't every prospect special for you to take this effort and benefit from better close rates?

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Increase sales success

Blue Marloc — Tue, 27 Sep 2022 02:07:03 +0000

Increase sales success Blue Marloc Tue, 09/27/2022 - 04:07

Sales success in trying times,

With markets in turmoil and margin under pressure of energy prices we can say these are trying times. For our commercial departments it means to step up to the plate; now is the time to make a difference. But making a difference is not a simple task but fortunately companies like BlueMarloc offer support.

Fix long standing issues.

Now is a good time to fix long standing issues. In a bullish market, there are customers enought and selling is not to hard. In a bearish market potential customers are much more hesitant and weigh their options.

As a first step to improve, we support our clients to fix any obstacle which we can identify. It is a good starting point to check every prospect touch point with your organisation. We check and improve the webpresence, social media, the scripts, the email wording, the materials sent and contacts between prospects and our organisation. Where a reasonable pricelist was OK in the past, now an excellent one is needed.

This can be hard on the clients organisation and resources as many experts are required to fix all these issues. An expert team such as BlueMarloc brings to the field. IT, AI, Marketing, Sales and Business.

Work with better material

The second major thing to make your sales more succesful is a better targeting. Going after the real-potentials is essential. Any prospect which is not converting is a loss. We see many clients who target either to wide a group or target to small a group. Services such as from BlueMarloc can define the potential prospects much more accurate. This results in a much better understanding of the persona's involved. Which results in a much better offer and approach.

With this analyses lead generation is fed. We use an elaborate definition of the prospects where each data-point has a meaning in the process.

Better leads better results

Better leads have large impact on the result. BlueMarloc is especially focussed on stopping 'weak' leads from going into the pipeline. Weak leads create cost of contact and in the end have a low chance of conversion. In a campaign BlueMarloc helps their clients track the lead progress and cut-off the long tail of lesser leads. When leads are sorted correctly the first part of the campaign is very succesful while later parts become less and less succeful.

It is the art of knowing when to move to a next segment and not waste resources on lesser opportunities.

Feel free to contact us to discuss how we can help you become more succesful.

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Run an optimal campaign

Blue Marloc — Mon, 26 Sep 2022 15:57:09 +0000

Run an optimal campaign Blue Marloc Mon, 09/26/2022 - 17:57

What is an optimal campaign?

"An optimal campaign converts the target amount of target prospects into customers."

What do we mean with target prospects?

Let's take the example of where our prospects are hotels where we want to close a contract with for them to rent out our ebikes. For this campaign we would have an addressable market of all the hotels. However with some preselecting we take out the hotels who are financially to far in debt to be able to get a lease agreement. So our prospect list now contains thousands of hotels. Our optimal business case is when Hotels contract 6 eBikes at a time. So we sort the list (using added criteria) on potential size of the contract. We next add a close-rate indication to the list. We know from our pilot that a certain close rate should be met.

Our target prospects are those which check all the boxes, the location, the size of the potential contract and will close within the set close rate.

But do we have what it takes to close at the optimal close rate?

It means that when we do sales and drop below the optimal close rate we will potentially loose money instead of earning it. It means something is wrong in the assumptions, which is potentially a problem. Using an outbound call-center it could easily mean burning a large part of the budget before some detects the sales close rate is not okay.

What does it take to get to that optimal close rate?

Let's consider the steps.

Having the right leads
Having the right -script, trained optimally for natural contact
Having the right follow-up email
Having the right follow-up brochure or flyer
Having your website link in place
Is the site confirming the message and converting?
Is your business in Social Media, Chamber of Commerce, etc listed correctly?
Having setup appointments - optimally spaced in time?
Having setup appointments - optimally spaced geographically?
Having setup appointments - taking revisits in account?
The account manager makes the call to the prospect
Having the right tone, information and personalisation
Having a meeting - illustrating the proposal with the right material, company presenation, product presentation, location research?
The quotation having the personalised offer
The contract having the right information
The service desk follow up in a professional manner?
The delivery process in place
The invoicing process in place
..

Prevent half-hearted approaches

Many organisations try with a 10 out of 20 approach. Which results in 50% of prospects not converting due to one or other obstacle.

Make it a successful campaign

We analysed hundreds of 'loss-reasons' to identify every issue along the way.

In our clients organisations we first "fix" all those fixable issues; setup a great site, make professional sales material.
All this to also make the account manager feel optimally comfortable, provide self-confidence building leads, professional quotations, contracts and ensure that the follow-up is in place. By organising an optimal campaign, you organise an optimal business.

"Account managers are perhaps twice as convincing, when they feel all their bases are covered and can speak with confidence with their prospects."

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