| Services in DemandSM is a complete process that helps you generate new business opportunities and sets them up so you are best positioned to win those opportunities. While every client's needs are different, common components of a Services in Demand process are described below. Lead Generation and Relationship Nurturing Outreach At the core of Services in Demand is this - our team will implement the components of your lead generation that you need. Key tactics we employ include the following: - Telephone Business Development: The Wellesley Hills Group employs a team staff of highly educated telephone-based business developers. As a part of our Services in Demand implementations, our inside sales team builds relationships with executive-level buyers, and uncovers and nurtures leads, for your services and your firm.
- Direct Mail: For Services in Demand, we employ direct mail campaigns from straightforward letter campaigns to break-through-the-noise dimensional mailers. With our unique library of direct mail campaigns, we help many of our clients implement top quality campaigns in much less time, and with much less graphic design heartache, than other options available in the market.
- Email: Our team employs custom, one-on-one email to help break through to high priority prospects as well as ongoing, preplanned email sequences designed to educate buyers on your value and services, and keep you top-of-mind.
Carefully planned and executed touches via mail, email, telephone, and other tactics not only generate your short and long-term leads, they measurably improve your brand strength within your target market, help you cross sell and up sell to current clients, and nurture the leads you already have in your pipeline. Target and List Development At the heart of any strong lead generation process is a highly targeted, segmented, and clean list. Before we develop any campaigns for calling, mailing, emailing, or any other outbound marketing tactic, we make sure we have a clean, quality list to work from. While list development is neither the sexy nor interesting part of marketing, having the right target list is essential for success. We can help you define, acquire, and/or build the target list that's right for you. Demand Generation Planning While the dynamics of most professional service businesses are often somewhat similar (i.e. compete on value, referrals are historically the best source of leads, relationships are at the core, thought leadership and reputation are of great importance, implementation is a challenge, etc.), every service business is unique in its own way. During our Services in Demand implementations, we work with you to answer questions such as: - How many leads do you need to reach your goals?
- What are the key messages you want to get across?
- How do you communicate your value to clients?
- What tactics, offers, and marketing vehicles should you employ?
- Do your business developers (or rainmakers...or sales leaders...or practice leaders) have the right support material to succeed?
- For whatever strategy you employ, what needs to happen to really get it done?
- What expectations should you have for your demand creation engine given your budget, resources, and goals?
- How should you measure success?
Value Proposition and Message Development Delivering value directly in your marketing and selling is a core tenet of Services in Demand. Before engaging robust lead generation activities, you need to know which messages will resonate with your target market. Additionally, you need to know how you will provide value to your prospects during the marketing and selling processes themselves. Through our value proposition and messaging development process, we hone in on the hot buttons that your clients use to identify and choose service providers in your area. We then craft these messages using wording that will resonate most strongly with them. Thought Leadership and Collateral Development Based on your value proposition and messages that will resonate most strongly with your market, we construct (or identify already available) offers such as white papers, seminars and events, service samples, entry services, or introductory discussions that will lead prospects into your business development pipeline. Along with developing the offer itself, we work with our clients to build the marketing and sales collateral they need to support the lead generation and relationship nurturing processes. Analysis and Reporting We take both macro measures such as brand strength in your target market, leads generated, and new business sold, as well as micro measures such as responses to individual offers, touches per target, and leads-in-progress. We then make adjustments and suggestions accordingly. |