In this candid interview, Jeffrey Seders, an insurance broker based in California, relates why he has partnered with Professional Prospecting Systems for 6 years to help grow
his insurance business!
Q: How long have you been working with Professional Prospecting Systems?
Jeffrey Seders - I think that goes back to mid - 2004. Yeh I think it is 2004.
Q: How has it helped your business?
JS - As an independent producer I'm always under the gun
to basically be bringing new people in the door while I also
have current clients that I have to service and its always a
trade off in any day between what my priority is; am I servicing
my current clients or am I going after new business.
In the past before Professional Prospecting Systems, I would get all gung ho about doing a new marketing program and I'd start down that path and doing well for 3, 4, 5 weeks then some crisis with a current client would come up and all my efforts on marketing would go out the window while I dealt with that crisis and by the time I got back to it I had lost all continuity.
So by outsourcing the telemarketing portion of it, the appointment setting portion of it, that's going on whether I'm servicing a client or whether I'm playing golf.
Somebody is making those calls for me and that is the most important aspect of Professional Prospecting is that when I first started in this business 25 years ago you were able to literally call somebody and get them on the phone.
As we all know, we have all these screening processes now that
make it much more difficult and much less prudent to use my time
to be on the phone doing these calls.
So it doesn't make sense for me to be on the phone. I need to outsource these calls and have and have a professional do it.
Q: What had you done before using Professional Prospecting Systems, did you ever try other services?
JS - Well I tried . . . my first instinct was to hire somebody to
sit in my office to make phone calls. I thought I could train them
to do it but I soon discovered that I couldn't train them to do it and that the return wasn't that great..
I mean they'd sit in my office and fiddle with something then they'd make a call then they'd fiddle a little more and I wasn't getting enough activity from it. I couldn't be the bad guy and enforce a strict regiment, you have to make at least 12
calls an hour or 24 calls for hour, you have to make this number of
calls or your not worth while. So it was a difficult training process –
more difficult than I expected it to be.
Q: You've been with us for 6 years now – what sort of changes and innovations have you seen over those years in your program?
JS - Well the program s still fairly basic and still fairly straight
forward and you've gotta make the calls and get thru the screening process and you have to build a way once you find somebody that's willing to pick up the phone and listen to you or return your call.
You have to find a way to stay in contact with them - so it wasn't just a one time conversation but they understand that your business has been around and it's going to continue to be around and may be of service to them in future.
So the email stuff we've started to do is very, very good. The recorded presentation is very good, so all those things are new from a stand point of how technology has evolved and it is important to put into the basic basket of tools that you use to stay in contact with your prospect.
Q: In terms of Return on Investment – how would you describe to somebody who hasn't done this before what to expect in terms of ROI and how does this evolve over a period of months and years?
JS - Well in my business if you take a look at the client I just got from the emails, the golf email we sent out - what does an email cost? I don't even know - it's ridiculously cheap. What is the email in terms of cost? $50 per month (David - we charge about $50 per mass email)
So I'm being charged $50 per month and I've got one client out of that so far that will probably bring close to $1000 a month in income so is that a good ROI – yah – really is.
Q: But if you go back to the beginning if you've ever kept stats – what kind of return did you get in terms of growing your business?
JS - For every $1 I put in I got back $10 minimum. The very first client I ever went to see on a Professional Prospecting appointment gave me their business. The very first one. So when that happens when I first got involved with Professional Prospecting Systems – as a new telemarketing
service to me - and I had bad results with telemarketing and telemarketing services that I didn't do personally - and I go out to meet this group and I get the business and after the meeting I'm thinking I'm paying $500 or $1200 a month at that time and to have this calling done and the very first appt I got generated $600 a month in revenue so I think its all downhill form there.
I just have to get a few more of these and I have this whole program paid for and the rest is profit.
My very earliest appointment, a 7-8 life group, is now a
130 life group on both coasts of the country. So it's not just the immediate reward, it's the reward of these clients through time because my business is not a one time sale – its not selling this widget today and worry about selling another widget
tomorrow – its' about getting a client and generating a revenue stream over time that will grow based on bringing in more clients over time but also based on the success of that individual client in their own business.
So they can expand; that group now is paying me probably ... because now I have service arrangements with other people to help me with that is probably paying me $1500 per month.
OK, and that is the message that we try to get across to any client that it does pay off . . .
JS - If you're going to be in the heath insurance business in America here you have to take a long term perspective on this – because the business has a minimum of a 2 to 3 year leaning curve for anyone trying to get in to it.
One client is not going to provide you with the revenue you need to make a business. You have to go out and get the client – and keep the client and no matter what there is going to be some attrition, companies are going to go out of business – companies are gong to be bought or merged - you're going to lose them – you're going to make mistakes and they're going to can you.
All of these things happen so you have to assume that you're going to have probably a standard 5% attrition rate and it can be as much as 10% so you have to make an effort to both expand and replace the clients that you have currently to grow
your business . . .
Q: Why did you stick with Professional Prospecting all these years?
JS - Well the reason I stuck with Professional Prospecting Systems is because you guys have fundamentally changed my business in a lot of different ways.
When I first came to Professional Prospecting Systems
I was working in Act. It was through your advice that I joined up to SalesForce (www.salesforce.com), now all my business is through SalesForce, all my record keeping is in Sales Force – and that's been a very good tip.
Go To Meeting- the thing that we're using now – I didn't know it existed I'm using this thing in my business it's getting to be . . . it's not on a weekly basis it's on a daily basis.
The technology stuff that you've brought to me has been
very well received and very important for my business.
The other thing is the telemarketers that I've worked with through Professional Prospecting have all been professional. Now I've talked about how difficult it is to train somebody to do this business; – if you make 100 calls and you only get
5 people that actually want to talk to you it can be very hard on your ego. It is not a highly paid position and you tend to get a lot of turnover which means you're back training again etc. All the people I've worked with at Professional Prospecting Systems have been doing it a while, know what they are supposed to be doing and continue to do it.
I mean what do they say, 90% of any job is showing up – well they continue to show up and that's great – I mean you are professionals – that's what you're looking for in telemarketers; somebody that you're not going to have to retrain every 90 days.
So those are the big reasons; technology insights that you've brought to me, the marketing insights that you brought to me and the actual quality of the people that Professional Prospecting uses on a daily basis.
Q: And what about your territory – have we protected your territory over the years?
JS - You've always called me if there was another insurance broker
that wanted to do business with you in my area – you've always called me and asked me what my thoughts were.
Actually years ago – a colleague of mine – ran in to you he was looking for telemarketing services and he saw Professional Prospecting on line and he saw my testimonial on line about
Professional Prospecting Systems so he picked up the phone and he called me about you guys and unfortunately for him I had to call you and tell you not to do business with him because he's in the same market that I'm in.
But you definitely protected my area and you have worked with me very, very honestly and with a lot of integrity.
Professional Prospecting Systems
Turnkey Marketing Solutions - Since 1997
A friend of mine has recently taken a job as the CEO of a b2b 
company selling a talent management solution, he is leaving the insurance industry to take on this new role.
When he told me this I told him that he needed to be aware that the b2b sales and marketing landscape is in a period of big change and perhaps we should meet so I could give him an orientation on what is going on.
This is a synopsis of what I shared with my friend:
- The b2b sales and marketing landscape is experiencing an era of unprecedented change. If you are a b2b CEO you need to be in student mode right now. You should be careful not to rely on old ideas and thinking because you can fail to achieve the competitive edge it takes to be successful.
- More b2b sales organizations are moving to a Sales 2.0 model: i.e. Prospecting and completing the sales are being turned into two distinct business functions. Prospecting and appointment setting need to be continuous.
- Tools are critical
- Content is critical
- There is no thought of trying to “make the prospect doing anything” it’s accepted that prospects are in control. Your mission is to make it easy for the prospect to learn more and to determine the best time to engage with the prospect.
The thing that I stressed the most is that Content is more important than ever before and that he would need to get his content strategy figured out and key content elements created as soon as possible.
The first content element to establish is the Value Proposition. “The unique reason that a company should do business with you.” My friend is very lucky in that his new company has a very unique product that is indeed substantially better than other players in his market…that’s why he took the job.
We also discussed tools. I let him know that there are a lot of tools to choose from and that he will need to have some of these tools.
- A Salesforce Automation tool like Salesforce.com (for his company Salesforce.com is good fit.)
- Lead Nurturing tools. Fortunately there is a good Lead Nurturing solution in the Salesforce.com AppExchange.
- Blogging or Content Management. I mentioned Hubspot and Wordpress as two options.
Basically he will need to arrive at position wherein he can effectively coordinate People, Systems and Content to go after his target audience and get the appointments he needs to begin growing the business….a never ending task to be sure, but one that can be done with the right knowledge and perspective.
Professional Prospecting Systems
Turnkey Marketing Solutions - Since 1997
How to Combine b2b Appointment Setting and Email 
Marketing
Everyone Else Gets Terrible Results from Their Cold Calling Campaigns Too
Do you get tired of hearing your prospects say, "I'm not interested thanks."
If that has been your typical experience, you are not alone. Cold calling for b2b appointments is a painful and frustrating activity for all businesses. It can literally suck the time, money and life out of you, your salespeople and your business.
I went through the same frustration with cold calling for 20 years. For 13 of those years, I have
been running a b2b telemarketing company so you could say that I have professional experience
with the exasperating and mind numbing experience of trying to find interested prospects.
What If You Knew Exactly When Your Prospects Wanted You to Call Them?
You know how wonderful the feeling is when you get a referral from one of your clients. You call up the prospect and they are actually happy to hear from you and they usually have a genuine need for your product or service.
There are two key factors at work here. The prospect has confidence in you because you have been recommended by a third party they trust and the timing is right for your prospect.
There is a way that you can replicate one of those key factors---timing.
By combining email marketing with your outbound telemarketing campaign you can call your prospects at exactly the right time. This form of marketing is called e-telemarketing.
HTML Emails Have a Tracking Device That Leads You Directly to Interested Prospects
Many html email programs have tracking reports that show when people open an email or click on the link in an email. So all you have to do is send your prospects an email and watch to see how many times they are opening the email and clicking on the links in the email. The more often they open or click, the more interested they are in your product or service. Your prospect had the choice of opening hundreds of different emails and they chose to open yours. On average only 15% of all emails are opened so the fact that they opened your email is an indication of interest. And when they open the same email a second or third time, that is a clear signal of even stronger interest.
It is like you have a GPS device attached to your prospect's brain. These are high probability prospects that are much more likely to be ready to talk to you when you call them about your product or service.
What You Need to Combine Email with Your Appointment Setting Campaign
· An Email List. If you already have an email list you are ahead of the game. If you do not have an email list then you will need to focus on building one. You can do this with online marketing and content offers. You can also build an email marketing list at the same time as you call your prospects on your b2b appointment setting campaign. Just make it a priority to get an email address for the key decision maker when you call a target account. You can also buy an email list but this is a gray area for CAN/SPAM, and most email marketing experts will advise you not to do this.
· Email Content. You will need a series of emails to send to your prospects. These emails will give the prospect more information about your company and contain links to other content such as an online video presentation or your website. Pay particular attention to the subject line and the headlines of each email. Repeated marketing touches with successive emails helps build the trust necessary for your prospect to feel comfortable with your company.
· A Tracking System. You must have an email system that will send the emails and track who is opening your emails and clicking on the links in the emails. The ideal system will allow you to send a planned sequence of emails to each prospect (Lead Nurturing.)
E-Telemarketing Makes Cold Calling a Lot More Enjoyable for You and Your Prospects
E-Telemarketing combines the best aspects of email marketing and telemarketing. You can connect with prospects when they are interested in hearing from you. It makes the whole process of cold calling a lot less stressful for both you and your prospects.
Hope you found this informative. If you would like to see more information on this topic, you should attend a Professional Prospecting Systems Webinar:
Professional Prospecting Systems
Turnkey Marketing Solutions - Since 1997
Have you heard of Sales 2.0? I define Sales 2.0 as making prospecting and cold calling a 
separate business process from completing the sale.
More and more companies are realizing that relying on sales staff to do enough cold calling and prospecting to generate leads and set appointments is not a good idea.
Some sales people are good prospectors and appointment setters and other are not. The reps that are good at it, are often too busy to do enough of it (they trying to close deals, keep customers happy and make their quota.) And some reps are just not that good at cold calling and appointment setting, they’re good at completing the sales, lousy at opening the sale.
We have seen companies of all stripes struggle with the business process of setting enough appointments and generating sales leads.
Sometimes it is a big organization with a marketing department and a sales team, and sometimes it’s a small business with little or no sales team and the owner(s) do all the selling. Business owners also don’t have enough time to cold call and set appointments.
This is why it makes sense to establish the activity at the top of the sales funnel as a distinct and continuous business process. B2b appointment setting is a lot of work and takes consistency over time for there to be predictable results. Relying 100% on overwhelmed sales staff is not good business.
Another thing to keep in mind, is that Sales 2.0 is more than just calls. Calls alone won’t cut it. You need to use Content and Lead Nurturing to get the job done. I’ve talked about this before, and what we have found, is that for appointment setting, Lead Nurturing and Content make the difference between success and failure or adequate results vs. great results.
If you would like to see practical information and examples of how to implement Sales 2.0 you should come to one of our webinars which we conduct 4 days per week: To Register
Professional Prospecting Systems
Turnkey Marketing Solutions - Since 1997
Webinar on how to use cold calling, content and lead nurturing tactics to increase sales and find new customers.
To Register: https://www1.gotomeeting.com/register/890569009
Hosted by:
David Rankine President of Professional Prospecting Systems
Matthew Gethins Senior Product Manager
Is Cold Calling dead? No - we will show you how to use it the right way.
Nearly every B2B Company should have Outbound Marketing and Cold Calling in their Marketing Mix. If you really want to win the sales game, cold calling and outbound marketing are critical.
Whether your company is big or small, getting your outbound marketing & cold calling strategy right will help you increase sales.
This webinar will give you a solid understanding of how to coordinate, People, Systems & Content to deliver an effective B2B Outbound Marketing program.
Since 1997 Professional Prospecting Systems has conducted over 1,500 B2B Outbound Marketing Campaigns. The way to effectively do these campaigns and projects has changed and in this webinar will we detail how we have developed a system to successfully target your prospect audience and to locate new sales and customers.
The methodology we will cover has been used to conduct campaigns for very large companies and for small companies. We will show you a systems demo, essential best practices and examples of content.
We look forward to seeing you at the webinar.
Matthew Gethins
Senior Product Manager
Professional Prospecting Systems
877-404-5097
Professional Prospecting Systems
Turnkey Marketing Solutions - Since 1997
Establishing Your Expertise & Value With Content
You need good content to get appointments from your outbound marketing programs. The majority of our assignments from clients is to help them get more appointments…appointments = sales, so call people up, and get them to meet with us…
Well it is not quite that simple…you only need to hear a few dozen bad experiences with pay per appointment projects to understand that wrestling people into appointments because they had the misfortune to answer their phone is not going to work.
The cold call works best in total if it is combined with a portfolio of content so your prospect audience can easily get more information about your company.
Over the past 13 years through trial and error we have evolved a system to call on prospects, get content in front of them and when the time is right confirm an appointment. Content is critical to making the whole thing work.
You should have email templates that callers use as they are calling your prospect list. You should be able to predict the outcome of most calls and have these email templates ready to go.
Next you need email templates that are used for Lead Nurturing and you send these about once per week with additional information and links to even more information like content offers and online videos.
You monitor open rates and click throughs to prioritize outbound dialing. This is the basics of a methodology that we have found will get appointments even with C-Level executives.
It’s also worth noting that research has found that people prefer an email first before getting into a longer conversation.
How have you used content to get appointments?
Have you tried online video to create awareness and quality appointments?
Join PPS for one of our regular webinars…you will learn a lot about conducting and effective appointment setting project
Tuesday, May 4, 2010 1:00 PM - 2:00 PM EDT
https://www1.gotomeeting.com/register/935306513
Wednesday, May 5, 2010 11:30 AM - 12:30 PM EDT
https://www1.gotomeeting.com/register/249112937
Thursday, May 6, 2010 1:00 PM - 2:00 PM EDT
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Monday, May 10, 2010 11:30 AM - 12:30 PM EDT
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Turnkey Marketing Solutions - Since 1997
New data supporting what we already knew. 
I wrote a blog post a couple of months ago about Face to FaceAppointments vs. Phone Appointments and made the case that you are better off going for a Phone Appointment first.
We arrived at this conclusion from the experience of conducting approximately 1,500 appointment setting projects in the past 13 years. Recently I came across some third party validation, so you do not have to take our word for it.
This is an excerpt from an interview with Mike Damphouse the CEO of Greenleads that I found on Chad Levitt’s Sales 2.0 Blog…
Chad: At Green Leads, you track many data points with your surveys on B2B lead generation – can you share some of the most interesting trends you are seeing?
Mike: I think the most active discussion we’ve had is regarding initial sales appointments – should they be by phone or face to face? We’ve surveyed C/VP level decision makers and the trend is that they are more receptive to taking that first appointment by phone. On the other hand, tracking some actual pipeline data, the second meeting (which should be the only goal of a first meeting) done face to face as opposed to by phone, doubled the conversion to pipeline. So think first meeting – phone. Second meeting – face to face.
I only recently came across Chad’s "New Sales Economy" blog and would recommend that you check it out regularly.
In any case, the point is made here again, and with the results from the Greenleads survey. The first thing you want to achieve is a phone appointment. It is easier to get a phone appointment, and it is a critical transition point to your real sales event, which should be a face to face meeting.
We also find that we have to coach our clients in the pursuit of their scheduled phone appointments…
1. Decision Makers are not necessarily waiting by the phone for your call, if they do not answer on the first try, you need to try back multiple times to get your conversation.
2. Follow sales 101 best practices, like researching your prospect, and their organization, having a call plan, etc.
3. Work on your phone skills and develop a good phone presence.
We would like to hear what you have to say about appointments and getting that first audition to tell your story.
Interesting stories or referrals to other relevant blogs are much appreciated.
If you would like to hear (and see) our story, attend a Professional Prospecting Systems Webinar. Here are links for upcoming webinars.
Thursday, April 29, 2010 1:00 PM - 2:00 PM EDT
https://www1.gotomeeting.com/register/359427433
Monday, May 3, 2010 11:30 AM - 12:30 PM EDT
https://www1.gotomeeting.com/register/175193225
Tuesday, May 4, 2010 1:00 PM - 2:00 PM EDT
https://www1.gotomeeting.com/register/935306513
Wednesday, May 5, 2010 11:30 AM - 12:30 PM EDT
https://www1.gotomeeting.com/register/249112937
Professional Prospecting Systems
Turnkey Marketing Solutions - Since 1997
I have written a post or two and answered questions about Marketing Portfolio 
Mix and this tactic versus that tactic. Interest generated? Not much. Readers! This is important, you have to think about marketing mix to be successful.
I will try and quickly sum it up. Every company, every marketer has a marketing portfolio (a set things you do to generate sales) and depending on what kind of company, there is an optimal mix of tactics and methodologies in that portfolio.
I started down this road defending the cold call, saying virtually every B2B company, and marketer, needs cold calling in the mix
or least a competent capability with outbound marketing.
You also see this question being discussed in the context of asking if outbound marketing and cold calling is dead, it is now all about Inbound marketing and social media. PPS is not anti-Inbound, we get a lot of leads with inbound; however, we are also not going to depend on Inbound alone. And you shouldn’t either.
The point I had made previously is that you need to look at your situation and weight your marketing portfolio appropriately. Summed up briefly with this example- If you are a global I.T. vendor of some kind, you should probably spend a lot more on Inbound marketing, but you better have your act together with outbound if you want to get the maximum ROI on the Inbound investments. If you are a smaller regional concern, you will probably want to spend more on Outbound.
Think about this:
·
Inbound marketing makes sure you are found by prospects you do not know about and would like to have as customers.
·
Outbound marketing (Cold Calling) allows you to target exactly the accounts you must have to succeed and go get them.
·
A large global company may want to target specific kinds of accounts that they must have to be a credible player in their market.
·
A smaller regional company should call on every single viable account in their geographic footprint and make sure those accounts know who they are.
Next blog post…a story about a well known Inbound marketing company and Outbound marketing.
We would like to hear your comments on this topic. Have you thought about this? Even better, have you seen a case wherein a marketing portfolio was adjusted and then improved results?
If you would like to get to know Professional Prospecting Systems better, then come to one of our regular webinars. Whether you're in the market for outbound marketing or cold calling services you can learn A LOT at one of our webinars...we'll show you how we do it.
PPS Laser Focused Prospecting System Webinar Series
Attend if you want to win the sales game!!!!
Wednesday, April 21, 2010 11:30 AM - 12:30 PM EDT
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Thursday, April 22, 2010 1:00 PM - 2:00 PM EDT
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Monday, April 26, 2010 11:30 AM - 12:30 PM EDT
https://www1.gotomeeting.com/register/756140633
Tuesday, April 27, 2010 11:30 AM - 12:30 PM EDT
https://www1.gotomeeting.com/register/823414953
Professional Prospecting Systems
Turnkey Marketing Solutions - Since 1997
Okay Joe Prospect fans, here is another story from the perspective of your prospect audience. Imagine if you could get into the mind of a typical prospect & they would just tell exactly why the would or would not buy from you...
_________________________________________
A little advice from Joe Prospect about the importance of your sales pipeline
___________________________
I am going to let you in on a little secret. If I am not
in your sales pipeline, I won't be buying anything from you any time soon. As a matter of fact, I won't ever buy anything from you because I don't even know you exist.
You are not on my radar.
You see, contrary to what you may believe, my buying
decisions are not random. Actually, you may not believe
that, but that is certainly the way you are acting. I don't just
wake up one day and say to myself, "Joe, I think we need a
widget today. Let's go check out some widgets. And just to
be fair, let's give everyone an equal chance. Let's check out
all the widget companies and be completely unbiased in our
decision making process. And even if we have never heard of
a particular company, we won't hold that against them because
that wouldn't be fair".
If it worked like that then you would have an equal chance to
all the other purveyors of said widget to sell me your widget.
If you were lucky that day, I would land up in your widget store or
on your website. Or maybe I would even come to your house and
get you off y our big fat you know what and get you to tell me about
your widget.
Only In your dreams.
Let's examine the process I go through that leads me to buy a
particular widget.
In some cases, my widget breaks down and I have to immediately
go find another widget. Or I have been thinking about a certain type
of widget and I am getting close to the point of buying one. How do I
decide who to buy that particular widget from? Let's say it is Widget X.
I go into my head, into the big filing cabinet in my brain with all the
information I have on all the widgets I have ever seen or heard of. I go
into the Widget X drawer in that filing cabinet. In that drawer, I have a
bunch of information from different companies who sell Widget X but I
usually already have a favorite, someone who comes to mind first.
Why does one company come to mind first?
Because they have earned their place at the top of the heap of all
that information I have in my brain on Widget X. The key word
there is "earned."
Either they are a company that has established a clear reputation
in the marketplace as having the best Widget X or they have
convinced me that they have the best brand of Widget X
by communicating with me and telling me all about Widget X
and why they are the b est choice to buy Widget X from. The key
word here is "communicating." That particular company got to the
head of the line of all the Widget X companies in my consciousness by
communicating with me. They got me into their sales pipeline and they
kept me in their sales pipeline and kept communicating with me.
It really was not a random decision that I made to call them and buy their
Widget X. It was inevitable that I would buy their Widget X or at least
they were definitely at the head of my list because they deserved it.
And this was not a conscious decision on my part to say, "Hey these
guys have been kind enough to keep sending me information on their
company so I will buy from them." I did not consciously determine that
they deserved my business. I made the decision because I knew more
about them and uncons ciously assumed that they must be the leaders in
the Widget X field.
The other key thing to note here is that their information was more easily
accessible to me. It is likely that I still had their last letter or brochure on
my desk or I had their last email still sitting in my inbox. Or I remembered
the name of their company because of all the times they had put their name
in front of me so when I went on the internet to look for Widget X I plugged
their name into the search engine and pulled up their website. Always
remember that I am lazy or let's just say economical with my time.
I will always take the easiest route. If I already have the information, why
go looking for more information. If I already know the name of a Widget X
company, why not start with them.
It is definitely not random.
I am not a math wizard, I am just a simple prospect, but I bet the formula
works something like this.
The probability of H (H being me making you happy by purchasing a widget
from your company) is determined by F (F being the frequency with which
you communicate with me and Q (Q being the quality of the information that
you send me) and you not being S (S being stupid enough to think that you will
ever sell me anything if you do not keep me in your sales pipeline).
_________________________________________________________________
To learn how Professional Prospecting Systems can help you get "Joe Prospect" into your sales pipeline, you MUST attend a webinar. Honestly, you can't hire us until you attend a webinar, company policy.
To Register, follow links below or call
1-866-445-4369