Part 13 (2/2)
Do they have realistic expectation levels?
What are their experiences with professional service firms?
What is the risk level associated with the account?
What is their decision-et started?
How strong is the lead/referral source?
Using these questions as a basis, agencies can construct clear profiles of the prototypical client, and evolve their sales strategies to ency Buyer Persona: Long-Tern-based client that has strong profit potential, tends to be highly stable and predictable, has needs in line with the agency's expertise, ency's services, and is interested in an ongoing relationshi+p
Long-Tern 12-ns; however, rowth potential beyond the approved annual budget There are strong possibilities for add-on services in the areas of content ic planning
A solid portfolio of Locke accounts enables the agency toneeds In addition, entry-level professionals can usually coency developet portfolio allocation is 6075 percent Locke accounts Retention is essential Locke accounts have the following attributes: Budget: 5,000 orand consulting with a strong mix of basic/moderate-level tactical services
Response: Responds to educational uides Aware of solutions offered by encies, and seeks infor process
Authority: Yes, the pri for fully integrated approach to search, social, content, and PR shi+fting budgets and resources fro
Industry: Coy industries
title: Tends to be a er, coer
Service Level: 30/60/10 (basic/ staff, but lacks internal expertise in needed areas
Growth Potential: Moderate
Expectation Levels: High
Success Factors: Prie, website traffic, inbound links, and leads
Business Stage: High-growth and raphics: Joiners and creators, although probably at the individual vs organizational level
Risk Level: Low
Profitability: Moderate-to-high
Lead Manageement is made possible by the sales tools you have put in place, and defining systeh the funnel Consider the follohen defining your lead- and updating leads in the CRM throughout the funnel, and for assigning ownershi+p of a new lead to the appropriate sales representative
Integrate the lead into the agency's ti solution This makes it possible to assess the efficiency of your business develop to prioritize opportunities
Define follow-up procedures, including how quickly and in what manner sales representatives must respond
Establish call scripts and template e-mails for efficient coencies have a variety of ways to gather information about leads In addition to Internet research, savvy firy such as online surveys and website contact foroals before they even conduct the first ic discovery process can differentiate agencies early on if coency that comes to the table reater understanding of the lead's business, has an iency has access to lead-intelligence analytics, the discovery process begins as soon as a website contact form is submitted You can iency based on their online behavior, and depending on the custom fields in your lead forets, title, tioals
Also, look at services such as SurveyMonkey to conduct prospective client audits We have had tre an online survey that has a mixture of multiple-choice and open-ended questions It takes approximately 15 to 20 minutes to complete, but there are no required answers, so companies can skip any questions that do not seem relevant or that they are not prepared to respond to at that tined to address five key areas, which are the primary factors we use to qualify leads: 1 Foundation: What is the strength of their existing website, brand, infrastructure, and internalcapabilities and capacity?
2 Platforet audiences, specifically as it relates to online ?
3 Expectations: What are their priority needs and goals, and how do they align with agency services?
4 Potential: What is the potential for the agency to have an immediate and sustained iy: What strategies and tactics are we going to propose based on the other four factors-foundation, platform, expectations, and potential?
Sa questions we use in the PR 20/20 lead survey: In one or two sentences, define what makes your company unique/re in priet anization's products/services and value proposition?
Hoould you define your growth goals for the next 12 ressive?
Hoould you rate support froies, such as social ?
What do you see as your organization's top-priority needs as they relate to engaging an agency partner? For exaetting buy-in frothe website, or launching a blog
Approxiency services?
Please provide esti elee e likes, Twitter followers, YouTube channel subscribers, and LinkedIn company followers
What are your top sources for new leads?
Briefly describe your current lead nurturing activities This may include automated e-mails, phone calls, free trials, online deanization spendin social media? This includes activity on Twitter, LinkedIn, Facebook, foru
Do you provide training and education to employees on how to effectively participate in social media?
Do you have content creators/copywriters on staff who are responsible for, or have the ability to create online content, including: blog posts, ebooks, white papers, case studies, press releases, webinars, and e-newsletters? Provide any details to help us understand your organization's copywriting capabilities and capacity
What are your priency partner? In other words, hoill you deterency's value to your business?
Proposal We will cover the proposalproposals are essential to increasing conversion rates It is best to have a standard teoals Every proposal should feel completely personalized to the prospect, but each should be completed as efficiently as possible by your teah details to convince the a wealth of free consultation they can turnaround and give to another agency to implement It is a tricky balance