Generate Sales Using Social Media for Professional Services

How to use social media to
generate sales opportunities for
the professional services firm
Advanced topics in Sales Process Engineering
Justin Roff-Marsh

The problem

Low << Customization >> High

Psychotherapist

Brain Surgeon

Nurse

Pharmacist

Low << Client Interaction >> High
Page  2 www.salesprocessengineering.net

The problem


Psychotherapist

Brain Surgeon

Nurse

Pharmacist


The problem


They may need it, Psychotherapist
but they don’t want it!Surgeon
Brain

They may not to be able to
manage without Nurseit,
but it ain’t in the budget!
Pharmacist


The problem

Executives do not:

1. answer their phones
2. attend events
3. go to trade shows


History

At least 6 in-progress
projects at all times
(avg $70,000 ea)
Database of Grew on back
30,000 of: direct mail
executives campaigns,
2. attend events house events,
publishing
In business and public
15 years speaking

History

Just a handful of projects
(mainly from
TOC community)
Database
of 500
executives
Growth?

In business
2 years


History

Trade Shows

Direct Mail Campaigns
Public Relations

Online exposure from
Traditional Media Promoting Events in
Metro Newspapers


History

Speaking at other
people’s events


Social media: initial experiments

Massive
effort Speaking at other *Some*
evidence
people’s events it contributes
Loved by to new-client
our existing acquisition
evangelists!



1,700 followers: drives some traffic to blog: that’s it!


Unquestionably useful!

Where’s the beef?


Social media: some success

10 book-requests a day!

Social media: some success

Bottom line: $33 / book request

Social media: a formula

Must generate physical
contact information and,
ultimately, conference calls

Mustn’t be overly costly
Must be automated
(we can’t give-away
(not labor-intensive)
thousands of books!)



1. Use PPC ad to drive
traffic to landing page
2. Offer electronic
premium, in exchange for
only (name and e-mail)
3. Subscribe to auto-
responder sequence – offering
physical package
4. On second landing
page, capture physical
contact details (inc phone)



Text based ads
1. Linkedin
2. Facebook
3. Google AdWords
Video ads
1. Google ClickToPlay
2. YouTube



http://www.salesprocessengineering.net/salesforecastingreport.html


Social media: automation

1. Create (and host)
your web forms



2. Host and manage
your lists

(and run e-mail
campaigns – even
auto-distribute your
RSS feed!)



3. Generate your
personalized
follow-up
messages (auto-
responder
sequence)


Social media: final notes

Media Contribution
Blog (take 1) Initially, use blog only to host the articles you generate as
fodder for promotions (you’re a consultant, not a publisher)
Twitter Get an account, but use activity on other sites (Blog, LinkedIn,
Facebook, etc to auto-generate tweets)
LinkedIn Build a good profile, use it as an advertising medium and
participate in groups frequented by potential clients
Facebook Build a profile, be careful of the photos you post and stay tuned
as this medium stands to rival LinkedIn for business users. Also
use it for advertising.
Blog (take 2) Once you’ve built a list, your list will become your primary
source of opps. Now it’s time to start blogging, podcasting, etc


Conclusion


Conclusion

Oh, and
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Generate Sales Using Social Media for Professional Services

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