Automated lead qualification for Life Sciences

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hello and welcome everybody appreciate you all joining us we'll get started here we wanted to give everybody a chance to get logged on to the meeting uh just by way of introduction um my name is Craig Klein I'm the CEO of sales Nexus and I'm joined by Austin Atwood who is uh sales nexus's uh marketing manager and also Michael Halper who is sales scripture.com CEO uh Austin and Michael will be uh contributing to the webinar here as we get into it a little bit uh and also as a special guest we have uh Stephen NEP of a amerisist AR who is a customer who's recently implemented a camp campaign like we're going to talk about today and he's going to tell you a little bit about his experience so uh he'll be joining us here in a few minutes um so let's get off to a fast start here we got a lot to cover uh you can see here I tried to create a little outline of what we're going to try and get done today and it's quite a lot um so just to make sure and highlight it all for you um we're going to talk a little bit about what it typically costs to generate a lead and make sure that we're all looking at it from the same perspective and and sort of uh looking at the all-in costs uh we're going to talk about the process of selling versus the process of buying um and then try to get sort of bottom line about what what really is a lead from a uh you know salesperson's point of view and how to engage and qualify sales leads affordably and then we'll uh we'll bring Steve NEP in and he'll tell us a little bit about his experience uh we'll look at some other examples from other customers and then we're really going to get nuts and bolts and talk about how you can create your own campaign to generate sales leads affordably um we're going to do a live example so um real quick let me just be sure and point out in the go-to webinar panel that came up when you join the meeting you'll see where there's a a section that says questions you can hit the little plus sign and expand that and you can type in your questions so do that along the way and um if um uh from time to time Austin May interrupt me and and uh interject with a uh question that you type in there we'll be we'll be trying to answer all of your questions as we go but also if you'll put in in there the pain of the customer that your product or service addresses and who your typical customer is we'll use you as the example in our live example uh so if you'd like to see us create an email campaign for you right here today uh be sure and and put it put enough info in there in the questions for us and we'll try and do that Austin's going to pick one out uh for us to use we're going to write the emails and uh look a little bit at how to build the email list um then we're going to talk about um making the calls you know once you've qualified a lead how do you make sure you know what to say what to ask and how to handle those calls so let's get started um first of all let's just talk about the economics of things um you know when you really look at the cost of generating a lead it can be very expensive so even online techniques like payperclick uh might average something like $300 per lead so uh you can see other numbers for cold calling networking trade shows referrals these are all estimates just kind of based on you know our experience with lots of different customers uh your your average is going to vary but just to make sure we understand what we're talking about there you know just think about it like this um from a from the standpoint of paperclick um you know you pay Google to run your ad and you pay them when someone clicks on the ad in the search results so that generates a visitor so you're really generating for I'm sorry you're paying for a visitor to your website but that's not a lead right because in most people's world the the visitor to the site has to read some things on your site maybe watch some videos whatever and then eventually fill out some form to quote unquote convert and that becomes you know sort of technically a lead but it may not really be a lead for a salesperson because anybody that's done a lot of lead generation on their website knows you get a lot of cranks and people from India and China and you know um people fill out that form that you don't necessarily really want your salesperson spending a whole bunch of time on so you have to kind of filter even those to really come up with a list of qualified leads so by the time you do that let's say you're spending five or 10 bucks a click on Google to get visitors and then only some of those turn into a conversion or a a form submission and only some of those turn into a qualified lead you know it starts to add up quite a little bit and again you might be 300 400 even more per qualified lead you know cold calling networking you're going to invest a lot of time in those techniques um and that time is money right trade shows if you've ever done a trade show you know a lot of money and time goes into that can generate some great leads but they're not inexpensive uh and the same thing for referrals um now that's kind of the problem right right one way or the other you know who you want to sell to and you need to get in touch with them you'd like to have more contacts more engagements but you've got a limited budget so this price per lead kind of sets a ceiling on how fast you can grow right well that's why we're here today because we're going to show you uh something that's much more affordable so here I've added in content emails and I put in an average cost per lead for Content emails at $3 that's a lot better than $300 right again your results are going to vary but the difference is certainly on this scale you know in terms of as compared to what it might cost you to generate leads through other techniques uh so that's what's so powerful about what we're going to talk talk about today it really opens up the opportunity for you to reach a much wider audience much more affordably and therefore much more quickly and grow your business so let's talk about how that really works um you know this is a typical sales process right you find somebody that may want to buy you go out and your network you do your cold calling you get your referrals you spend time at trade shows all of the different things that that uh traditional salespeople do then you make a connection with that person you know you might meet somebody at a networking event and exchange business cards but you don't really have an opportunity in that social setting to make much of a connection to really talk much about their specific needs or your product or service so there's some follow-up work that has to happen send them an email you make some calls you set an appointment Etc and then eventually you get to have a meaningful conversation you qualify right you ask them about their needs and their budget and their Authority uh and so on and you find out if they're really a likely buyer um and if so then you start doing proposals and demos and evaluations and presentations um and if that goes well then you start negotiating and eventually some of those you end up closing right um that's pretty typical and that's what um salespeople do that's why they pay you the big big bucks right well that's the way you see the world but your customer sees it differently and especially in the internet age you have to understand their buying process much more powerful powerful to think about the customers's buying PR process and fit your sales process to that so the way I like to think about the buying process and of course in in different businesses it's going to be different uh but at a high level there's awareness engagement and action we're going to talk about what those things mean um but it's basically am I even aware that I have a problem or an opportunity to save money make more money be happier enjoy myself whatever it is has the thought even crossed my mind that there's something I want to change about my life if not then I'm not really looking for answers right uh so that's your first challenge is making me aware uh then secondly be getting me engaged with your company you know so I'm aware of who you are Etc and then finally only after those two things happen and some period of time goes by in each of those stages then I finally decide I want to take action I want to do something I'm ready to talk to a salesperson in other words and so that's where the sales process really begins so if you don't address these stages at at the very top level of the funnel then you're always going to be short of leads in your sales process so awareness really means becoming aware that I might have a problem or I might have an opportunity that I want to do something about I'm really not looking for answers or Solutions yet you know I'm just thinking I might have a problem maybe my car is not running that well I'm not sure about it but I think maybe I hear a knocking you know I haven't really made any decisions at all at this point then there's engagement you know this this picture is a a good example this lady's outside the shop looking in the window she now knows about that company she knows what they're selling and she's thinking I might want to go in there and buy something right but she hasn't decided to do that yet so she's aware of the company she's aware of what you do in a B2B world she may be familiar with your sales rep even she might have met him somewhere he might have been part of how she became engaged with your brand so at this point you essentially have permission to have a dialogue with that customer in other words in this picture uh if the if the shopkeeper were to walk out the front door and walk up to that um that customer and say is there anything I can help you with that would be entirely appropriate right um whereas if it was just somebody marching down the street it might not be appropriate Okay so then once somebody's become engaged with your company they're aware of you they are aware of what you do and they're aware they have a problem that you have a solution for um then you have to qualify them because you don't want to spend all your time or or you don't want your salespeople spending all their time with Tire kickers right people that may be happy to talk about it very interested in learning very very fascinated in what you do but they're not going to spend a dime that's a big waste of your salespeople's time so do they recognize the need you know are they aware uh do they understand the potential value of a solution to that problem in other words I may be aware and engaged but if I haven't really made the the mental calculation of if I spend this much money the benefit to me will be this um then I'm really really not ready to make a purchase yet uh and most importantly do I have the authority to make the investment of course in a businessto business world uh that's Paramount um if they meet all those criteria then they have a very high likelihood of purchasing right so what does it really cost to take somebody from the awareness stage to the engagement stage well traditionally you know you're spending hours out there networking trying to meet somebody that's aware trying to show up in the right place where you're going to meet somebody that has already had awareness and now you can educate them a little bit and get them engaged with your company same thing with cold calling you you buy a list of you know VPS of marketing within a certain industry and you spend hours and hours hammering the phones trying to get around Gatekeepers and so on hoping to find somebody that is aware of a problem that you can fix right or thousands spent on payperclick ads banner ads TV radio thousands millions of dollars sometimes right or months invested in search engine optimization and things like that um or there's expensive and timec consuming trade shows all in the effort to sort of intersect with somebody that's already aware of a problem or opportunity right it's all very expensive we all know that and some of it can be quite timec consuming as well then once you're engaged you have to qualify so in a B2B world that's a lot of follow-up calls right you know you might have that first call where you're getting their engagement but they not may not be ready to answer your questions about qualification um they may not be the person to ask you may have to climb the ladder a little bit and talk to somebody else there may be multiple people you have to talk to you may have to go see them get in a plane get in a car you may have to take take them out to lunch and baseball games and things like that lots of bonding and Rapport um sometimes qualifying a lead can be extremely expensive and it's usually pretty time consuming then you have another option which is you could Outsource lead generation um in fact Michael Halper who's going to uh speak to us here in a little bit is in that business he can tell us a little more about it but but um you know there's websites you can you can get involved in and they they spend a lot of time and money uh attracting the right visitors to their website and they have things that V those visitors can sign up to download like a buyer's guide for your type of product and they'll sell you those leads um uh you can have somebody like Michael um do outbound calling and appointment setting for you but uh those leads are not going to be cheap either um you know $150 per qualified lead is pretty inexpensive really uh and it might be a lot more it depends on the industry so we've been uh since uh the end of the spring of this year we've been doing what we call the sales ready lead starter kit we're helping our customers get a email campaign setup that will generate qualified leads for them um we learned um since uh a recent update of our system that really raised the game in terms of the capabilities of our email Marketing System uh that a lot of our customers just had trouble you know creating an effective email campaign so we created the starter kit to help them do that so in doing that uh with and working one-on-one with a lot of different customers to go go through the starter kit process we've learned quite a lot and that's why we're here today we wanted to share with you what we've learned about how you can create a an effective email campaign for your business um what so great about it you having been in the in the CRM and email marketing business for over 12 years now you know what I've seen is a lot of customers struggle to implement technology not just our technology but any kind of Technology and be successful with it right man what I love about this starter kit is that it just works every time it's tried that's what's been so wonderful about it um and we're going to talk some more about those kind of results but the point here is that once it's all set up the cost of engagement with a customer is whatever it costs you to send out three or four automated emails that's not much right um and the cost of qualification is whatever it takes for you to call these pre-qualified leads so to be real clear what we're talking about here is sending out emails that are not sales pitches but they're just suggesting that the recipient take a look at some sort of content an interesting article a helpful video something like that and what we write the email so that if they click that link to read that article or watch that video it essentially pre-qualifies them so you take a list of a thousand people you send out these emails you may only get two to three% clicks right so you're going to end up with um you know 10 or 20 30 people that actually click and read out of a thousand doesn't seem like very much but think about it this way you have two choices voices you can sit down and call a thousand people to try and find those 20 or 30 people that are really qualified or you can use this approach and call 20 or 30 people and when you call those 20 or 30 people you're going to end up having warm calls they've already heard from you they know who your company is they already have begun to recognize you as a domain expert because of what you've sent them they're much more qualified already you know they have an interest you know they have awareness and engagement by virtue of what they've already done with your email so you're going to spend more of your sales Time closing qualified prospects in a lot less time trying to find the qualified prospects that's why it works so well okay so let me unmute you here Steve and Steve are you you with us I am okay great well I really appreciate you joining us um let me just introduce you to everybody um we're joined by Stephen NEP Stephen is with a mar assist AR Solutions uh they help customers collect on their pass through receivables so um we helped Stephen via our starter kit that I mentioned a minute ago create a for email campaign and then get leads from lead fit.com which we'll talk about in a little bit and send them out to those leads and Steve I'll I'll let you take it from there tell us tell us how it's working out well it's working terrifically uh I do not actually collect money I sell collection services on behalf of aisy right and if you can imagine it is not a topic that a lot of businesses like to talk about I was I was in another industry for over 20 years and the company unfortunately folded and I looked at this is an opportunity to really uh provide for myself and my family in a way that I was accustomed to and it's a tremendous industry to be involved in the reality of it is it is a very very very cold market and it's a typically long sales cycle and the thing that I think Craig that I I believe I shared this with you once before is that when I pick up the phone and I call someone who either clicked or even opened my content if I'm having trouble getting through the gatekeeper it's very simple I tell them they say what is this regarding oh this is about an email exchange we've been having back and forth right and it is so much simpler to get through the gatekeeper and get to the contact the actual decision maker many of them indicate that they've clicked because they thought that the email was so simple yet very concise and they don't have an immediate need but they will in the future uh but yesterday one of the leads that I got from my initial campaign was a university in Suburban Philadelphia who is s on between two to3 million in uncollected student debt from undergrads and dropouts that their current agency is underperforming on it's going to be a probably uh two to three call close because of the number of people that I have to actually get in front of but the reality of it is that this is probably going to be a $60,000 sale for me wow and this is a lead this is a lead that I might have gotten to eventually but as you said earlier uh why why should I be spending time calling a thousand people to get to the 17 clicks uh as opposed to why don't I just get on the phone and call the 17 clicks right right yeah so let me uh jump to the next slide here so there's uh one of the emails that that uh we worked with with Steve to create um and just a quick aside here for everybody else Steve um Steve's got a a really unique ability to create videos so he went off and did this and created his own videos and you know I don't know Steve if you want to uh get into the business of helping other people with this kind of stuff but they're really great just neat little animations and things and you can see here you know sort of an example of one um do you want to talk any about about the video well uh I was in the Telecom industry for over 20 years and I was a Senior Management I was a vice president and I was doing a lot of sales I I've done sales basically all my life and I knew I wasn't going to stay in Telecom and I had about almost a year and a half Hiatus until I decided what I wanted to do with the rest of my life and I took classes on I I was wasn't going to go to work for $35,000 in an entry-level job with competing against people half my age willing to work for that money and the reality of it was is I took courses in uh video production and editing and it was something I always was interested in I had some basic natural talent in um but the reality of it was I realized in that industry too that the uh entry-level jobs uh were not going to provide me with the six figure income that I had become accustom to so um long story short I found the opportunity with a nist it's meaningful it's impactful it changes a company's financial situation so I decided to use these talents and abilities that are recently acquired to produce my own content and my own videos and I might add to anyone who thinks that they're creative with their own writing and emails uh just check your ego at the door because I always thought that I was creative program and Craig and his team proved to me that less is more and that you don't want your emails to be sales pitchy you want them to provide a reason for somebody to click a link to an external source and watch something and I can assure you that it gets results yeah if anyone would if sorry go ahead I was just gonna say if anybody wants to see the videos uh they can go to Steve neep and you see my name on the screen it's step. info click on the link to the videos and you'll see the four videos that I created specifically for this campaign yeah in fact you know what we can do Steve is we'll put a link to we'll put that link in the follow-up email that goes out to everybody that's on the webinar today just so they can check that out they're really great uh I was really Blown Away by it because really we wouldn't we typically wouldn't encourage anybody to to to go off and create videos because that's for most people going to be a very timec consuming and expensive exercise Steve just has some unique experience uh but you can see here this email is super simple you know uh your email doesn't need to have this image with you know with the play button it can just be the text and the link and that's sort of the point here is that this is simple it really doesn't have to be complex you don't need a bunch of people charging you $100 an hour to do a bunch of creative stuff for you in order to get this underway um you know that's that's kind of the whole idea we're going to get more into the nuts and bolts of how you do that um and I wanted to also jump here so you can see here uh Steve I went in and I did a a quick uh look at the Clicks in your on your campaign right um so just just so everybody can see you know I and Steve can go into his database and he can say show me everybody that's clicked on my videos and you can see here they're all clicking to look at these different Vimeo videos that he's created and he can sort them and rank them by how many times they clicked and you know those are the Hot Prospects that he needs to call it's really that simple yeah now just ignore the guy who clicked uh had 23 Ops and three clicks cuz he was just playing around and investigating yeah that that was you testing the whole it was well Steve I really appreciate you um you know taking the time to to share with with everybody here any other comments before we move on no Craig this is the first I've actually seen that so if you can have someone in your staff teach me how to generate that report I've actually been so busy talking I've actually been so busy talking to people that I have not really mastered the art of using sales next which uh really become more efficient I need to to learn more about the actual uh interface and how it works but I have far more activity now than I did three weeks ago and I'm very grateful to sales Nexus for that well we really appreciate it we've learned a few things from you too and and like I say everybody I'll be sure and include the link to Steve's videos in the in the follow-up email so thanks a bunch Steve you're welcome thank you so uh here's a couple other examples um Jim Brown is up in Calgary uh with Empower solutions they provide um you know uh employee profiling um tests and you know screening and things for people you you may be considering hiring and so on Jim's focus is the is auto dealers you know the auto business so um he had a a case study um that was about a um darling's Auto Group that had used uh you know his products and services previously and the results they saw right so we created a little email that just kind of highlights uh let me just read this to you as the leader of your company you know simply hiring sales more salespeople doesn't always lead to sales growth hiring and training auto sales reps is tough timec consuming and expensive darling's auto group a Brewer M of Brewer M struggled with hiring training and managing sales reps they discovered that the answers to sales Improvement are often very counterintuitive click here to read the story of how darling's Auto Group grew sales by $8 million and increased Prospect close rate by 5 per. so right there the point of this whole thing is that if Jim's customer gets this email and clicks that link Jim knows he wants to talk to that guy that guy cares about hiring good salespeople and trying to grow Revenue right and that's a perfect Prospect for Jim um of and of course all this is coupled with us making sure we go and get the right list from leader.com so you're sending it to the right people in the first place and the emails just help you narrow the list down to the people that are really qualified right now um another example uh Community Coffee uh some of you in the South and the southeast may be familiar with Community they're really big in in Louisiana New Orleans and all throughout the southeast um and they're using this technique for their office coffee service um you know so does the coffee you serve at the office matter does it matter does it make the right impression on visitors and customers what about employees what about Job applicants and then it talks about an article in the uh Baltimore Business Journal so this isn't even something that Community Coffee wrote it's just an article that is out there in the public domain um if somebody wants to read that that tells these guys that that's somebody they might want to talk to about their office coffee service okay so how do we create these emails well um we look at we TR we start with what is the pain that your product or service addresses for your customers um so courtesy of my friend Michael Halper I'm going to break down for you kind of what the pain is there's the technical pain you know what is there what are the processes and systems and employees that may be broken or inefficient um you know manual processes that could be um automated um employee performance lack of reliability then there's business pain you know these technical pains result in business pains low Revenue market share uh low close rate high cost of goods sold High labor costs poor delivery of services those are all pains that directly relate to the health of the business then there's personal pain as an individual how do these things affect me personally my income my career my work environment you know I'm not eligible for the bonus because we didn't meet our targets um my I'm not making the kind of commissions I wanted to make my overall compensation is down I'm not getting a raise I'm not being recognized by the manager um that didn't get a I got passed over for promotion I'm working too hard I don't get to spend enough time with my family and friends all of those things are personal pains so if you can identify the pain that your product or service addresses for your customer that's all you need to create these emails and the higher you go up the scale the better if you can relate what you do even though it may be a very technical thing to how it affects your customer personally it's going to work better it's going to get their attention much more uh effectively so what we do is we take the panes and we use that as essentially the headline or or the subject line for the email you know uh so an example would be four ways to avoid whatever the pain is or how XYZ Corp fixed this pain um so if your pain is hiring good salespeople it would be four ways to avoid hiring the wrong salesperson or how XYZ Corp fixed problems with hiring good salespeople because your ideal prospect that subject Line's going to get there attention if they read that email and then there's something similar you know for the link to click and read the article it essentially pre-qualifies them so when we write this email we want to sell the content sell the article sell the video not your company you know this is not a sales pitch and if you if you have trouble staying on the right side of that line it's really going to affect your results people will get tired of you talking about yourself and your C your company and your products and services over and over again what they won't get tired of is you sending them interesting articles and videos right so you want to m in these emails you want to sort of make them hurt make them feel the pain remind them how and when and where it hurts has this happened to you is hiring salespeople costing hiring the wrong salespeople costing you money time jobs customers make them click to read the content so you don't want to really the email should not be the article right I've seen some people include a little teaser amount so the first paragraph or something you know and then a click here to read more type of thing that can work uh but generally you don't even need to worry about doing that okay so now we're going to um try and do this real time I want you guys to see how easy this is um Austin are you with us I am okay great and we actually have a very good example for from uh Loren Andrews and uh her company they sell um a virtual computer lab for uh software companies that um conduct training and so uh just the pain is maintaining and supporting those labs H virtual computer lab for training right okay um all right well that's a good one because it's not really um you know a a easy product that you know we've all experienced before it's kind of new and Innovative um so let's let's try it out um so let and let me make sure Austin that I got the name right is is it Vine Andrews uh lorine lorine okay yeah and uh she she told me that they usually Target software companies as well so kind narrows it down a little bit yep that's good great um okay well thank you um all right so what I'm going to do this is all you guys have to do to do this for yourself you don't need expensive Consultants to do this it's really simple all you do is identify those pains just like Austin just shared with us from Loren and I'm GNA go to Google um let's see how I get wh there we go I'm going to go to um sorry I'm trying to get to the right site okay so I'm just going to go to Google and I'm going to do a search I'm going to type in um let's see um software training costs the software training cost par Paradox on the Thompson Reuters site let's see what that looks like and I have I'm not prepared for this at all we're doing this for you know for real live here so we may uh we may have to look around a little bit but I just want to see want you guys to see it really shouldn't be that tough um yeah I don't know I'm not feeling it with that one um let's see so so far um let's add here reduce software training cost um and just so I can explain how I typically do this um you know I'm kind of what I'm doing is I'm kind of scanning through these and one of the things I'm looking for is articles that are on uh you know news sites branded brands that that your customers will recognize and uh appreciate and it'll sort of add to your brand so uh you know um Forbes or Inc or entrepreneur.com or uh some uh educational site something like that that can be really good um so one tip is you want to make sure you don't end up picking something that's on one of your competitor sites and since I haven't had a chance to talk with Loren I don't really know if these guys are a competitor or not uh they may be um but um you want to avoid that obviously um but this could work right this is the kind of article that might work you know so I would write an an email pointing to this article um let me try one more thing um so here's a different article reaping the benefits of virtual training part one uh again might be a competitor to Loren and her company uh but um just in the interest of kind of moving on with our example here I'm not going to worry about that um you know really I've spent what two or three minutes on this if you spend 10 or 15 minutes on it uh which is definitely uh would be worth um then and you're going to find something that'll work you may already have some articles on your site and those are great um no reason not to use the content that you've invested your hard hard earned time and money in uh but you don't have to if you don't have that stuff then go find it like I'm doing it right now so now the next step is how do we write the email right well I'm just going to copy the link here and I have a little word document that I've built uh where I just go in here and I'm gonna take one customer's email and use it to start the next customer email for some reason word isn't responding to me for some silly reason what am I doing wrong here huh I don't know I'm not gonna fight that sorry guys always some sort of technical difficulty so I'm going to just bring up my email and start writing it there so it would be you know actually you don't want to use deer um that's something that uh you can find some research on um formalizing it that way actually reduces the response rate uh just put their first name and um you know I'm going to try and F focus on the pain right um training new users um in the use of your software can no is the essential ingredient to success if they learn it they'll love it is the cost of providing training derailing uh your customers training experience if so I thought you'd be interested in this article I recently read click here to to read how to reduce training costs and then I'll just hyperlink that there we go my computer is not playing nice with me but you guys know how to hyperlink text I'm sure I won't I'm not g to fight that um but you see the idea right this is simple it doesn't have to be some brilliantly written email I did that totally off the top of my head now I've done this a few times before and it's getting kind of easy for me but I I I still have some things to learn um but you know your Market you know your market and your customers better than I do and you know how to speak to them so just do it you know that's all you have to do speak to them naturally don't get caught up on trying to be a brilliant copywriter it's not what they're looking for they just want something they can pull up on their smartphone and get interested in and click a link and get some education right that's all it's that simple so point being you know uh Loren uh hopefully I'll have the chance to talk with you uh offline after the webinar today I'd love to hear what you think would this be an effective email you know um the idea guys is keep it simple you know this whole thing should not be a month-long project you should be able to sit down in a couple of hours and write yourself two or three or four emails like this so once you've done that once you've created the emails then we're going to go to leadferret domcom and we're going to search for contacts that you can email send these emails to right so just so everybody knows leader.com provides you with access to contact information that you search for um and it's free that's what's so great about lead faret and it includes emails uh the email addresses lead faret and sales Nexus have a partnership so that if you're a sales Nexus customer you can actually search for leads and lead faret and transfer 500 contacts from lead faret to sales Nexus with the email addresses at no additional charge every single month and that's per person so that means if you have a sales team of 10 people using sales Nexus you're getting 5,000 contacts with email addresses from lead fair so you're building up quite a list very quickly but even if you're just one person that's 500 a month or in other words over the course of a year you've built up a list of 6,000 people so let's think about those numbers for a minute 6,000 contacts and typically you're going to see a 2 to 3% click rate it's not going to be a huge rate but you don't really need that and sometimes you don't even want it 6000 6,000 times 2% is 120 pre-qualified leads right but let's be careful that's just one email going out once you're going to do this month after month after month right so we're talking about 120 leads per month with a one user subscription if you got more salespeople you're getting a lot more leads um one way or the other we haven't run into a customer that's that's uh gotten involved in our starter kit program that it didn't really work out great for that's the bottom line and that's why I'm so excited about this I just want to help as many people take advantage of this technique as possible um okay so this is the formula you define your target who are you going after what are their pains that your product or service addresses you write those emails uh when you found your content like we looked at just a minute ago and then you go to lead faret and you download your 500 contacts a month and you start sending them out and you call the people that click now for those of you who aren't really familiar with sales Nexus sales Nexus is going to make it easy for you to know who to call our system will just basically give give you a task list that says call these people these are the people that have clicked your email so uh things get really simple for the salesperson okay so now um let's talk about when we pick up the phone and we make those calls the number one thing I would say that we've learned in the last few months of doing this with a lot of different customers is that time is of of the essence your effectiveness with this campaign is going to depend a lot on how quickly you call the people when they click so if you think about the world they're they're living in when they get these emails you know they're busy if you're calling on the you know the sea level suite or the VPS these guys are type A folks they're always going a million miles an hour they're getting tons of emails in their inbox um you know they're not going to spend a lot of time on any one email if one of those guys gets your email and in his inbox he sees your subject line and it gets his attention and he opens it up and reads the email and then he likes what he reads and he wants to read the article or watch the video and he clicks the link you know at that point this guy has a problem or opportunity that I can help him with he wouldn't have invested all of that time so far to get to the click right but on the flip side of that he at that moment knows your company right he's read your email he's read the article he's his mind is focused on that subject if you call him in the next few hours you will still be top of mind you can say to him I was calling because I noticed that you took a look at the article I emailed you about earlier today and he's already going to know what you're talking about and who you are and immediately all of that I'm trying to get off the phone with the salesperson energy just dissipates in the call right um so uh as you see there reference the call the content that they viewed it works great what I would say is if you can call them within you know four to six hours of that click same day is best worst case scenario set yourself up you know block off a little time every morning we're just going to sit down and go through the um the clicks from the previous day um you know so uh you'll still get a pretty good connection rate at that point but if you let more than 24 hours go by you know the the odds are that they won't even remember who you are at that point you may be able to ring a bell for them and and help them remember U but you can be a lot more effective if you do it quickly um and then be prepared know what you're going to say when you get a gatekeeper uh Steve had a great example earlier about how he's taking advantage of this email exchange concept I think that's a great idea uh be prepared to leave an effective voicemail you know don't don't uh ignore that and then when you get their voicemail stumble and and step on yourself and and be unsure of yourself um and know what to ask when you get that decision maker on the phone you got to be ready to qualify them so know what you're going to ask them UPF front uh a lot of times people aren't sure about that and that's why I'm glad that we have Michael Halper here to tell us about how um sales scriptor can help you know what to say and what to ask so uh Michael are you there I guess I'm sorry Michael I got to unmute you I think no it looks like Michael is not online he must have dropped off somehow well that's okay I'm going to go into sales scriptor myself and I'll just kind of give everybody a quick tour um so sales scriptor is a site that you can sign up to free uh in fact if you become a sales Nexus customer you get to use the full version for 30 days free of charge uh there is a subscription charge after that uh but you can U use it for for a month free what it's going to do is it's going to walk you through a series of screens where you're going to enter the answers to a series of questions right one of the product services or features that I sell is and you put in the name of your product here right and you just go through a series of screens kind of working along this uh Continuum here and when you're done it's going to provide you with sales scripts so calling scripts first meeting scripts um you can see there's a lot of different versions of those it's going to provide you with emails so a preall email so if you wanted to send somebody an email before you call them you know hey introducing yourself essentially um post call emails post voicemail emails you know in your voicemail you can say I'm going to send you an email with a link to the blah blah blah and so on um sales script is going to show you uh basically give those to you um voicemail scripts qualifying questions how to profile your ideal prospect it's even going to give you a Content outline so this is a great place to start with your campaign if you go through and answer all the questions in the scriptor it's going to give you an outline that you could go to Google and do do those searches like I was doing earlier and find your content to create your email around um also uh Michael's just updated the site so that even if you don't have the time to go through and input all the answers to the questions that the scriptor will ask you um you can go in here and it's going to give you your sales scripts your voicemail scripts your email scripts all pre-written and the only thing you got to do is fill in where you'll see the little blanks where you have to put in your product name so you can jump right in there and really take advantage of this um so so definitely um take advantage of the sales scripter because remember what we're doing here we're taking a big list of people and we're using email to narrow it down to the most highly qualified so that you can focus your time on those most highly qualified so in a way there's less room for error in that sales call right because you already know you're talking to the best Prospect you want to make sure you do your best so the sales scriptor can help you do that okay well I know we've gone over the hour here so I want to keep us moving um and I appreciate everybody uh sticking with us so um our sales ready lead starter kit just to describe what's involved in that again you can do this yourself and that's the point of today's webinar and also I think I actually forgot to bring this up in the beginning in a few minutes I'm going to tell you how to join us next Friday we're going to do a Google Hangout and we're basically going to have a workshop and we're just going to say Bring It On tell you know you come you tell us what you've tried so far where you are and writing your emails and we're just going to spend an hour and a half trying to help you get your campaign ready so uh that'll be next Friday the 27th at 11:00 a.m. eastern uh let's see that's going to be 8:00 a.m. Pacific on the 27th Friday of September um so join us for that I'll show you in a minute how to get into that uh call that Google Hangout um so we want you to be able to do this yourself however if you want some help our sales ready lead starter kit you get the 30-day sales script or subscription you get a 30 to 45 minute email campaign consultation where somebody on our team's going to get with you and we're going to brainstorm and we're going to do these Google searches and we're going to talk about pain and we're going to identify that content and then we're going to write three emails for you that links that link to uh this content that we've identified we're going to help you download your first 500 contacts from lead faret and start your campaign