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“Lead Generation and the Process to closing the sale”

“Lead Generation and the Process to closing the sale” . Stephen Egan. Introduction. Intro. Solas Financial Property investment, development and mezzanine finance company servicing investors of varying wealth and risk profiles in mainland Europe and North America.

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“Lead Generation and the Process to closing the sale”

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  1. “Lead Generation and the Process to closing the sale” Stephen Egan

  2. Introduction • Intro. • Solas Financial • Property investment, development and mezzanine finance company servicing investors of varying wealth and risk profiles in mainland Europe and North America. • We Sell Investments. We are a Sales Company.

  3. About Solas Financial • Products are various asset classes from • Hungary (Budapest) • Florida • France • Ireland • Value add • Tax efficient structures, legal, local finance, screening, syndicate organisation.

  4. Business Model • Commission on sale. (Cashflow & Transactional) • Consult / Syndication. (Profitable and Time Consuming) • % of profit on spec projects (V Profitable and V Time Conuming)

  5. Sale Process • Clear Definition of “Ideal” Client. • >150 equity, Joint Income of >€85k (Cashflow & Transactional) • >500 equity, Joint Income of >€200k . (Profitable and Time Consuming) • >€1m cash plus significant other assets and willing to invest / co-invest into well researched projects. (V Profitable and V Time Conuming)

  6. Sale Process • Process is very Web Centric. • SalesForce.com is the CRM Engine. • Extensive use of customisation features. • All Brochures delivered electronically • Leads direct to CRM, most are responded via “Rules” • Clear Documentation on how each lead get categorised • Status: Warm, Hot, Closing, Cold, Closed. • Capacity Rating: 250, 500, 1M • Clear Definition on next action. • Clear notes on each engagement. (large volume) • Method to track and “extract” investors requirements. • (Example Jardin’s)

  7. Sale Process (Advertising) • Web based Advertising. • Defined Cost Per Lead Objective (<€10) • Lead defined as one with valid Email address and Valid Phone no. • Constant monitoring of where leads are coming from and what category of “Client” they fit into and monitoring whether they are closing • Surprising results. • Some advertisers a grossly underselling their online add space. • More simply do not know how to price online advertising. • CRM process allow us to respond to c. 400 new leads per month.

  8. Sales Process, Ideal Client • Defined Sales process feeds Cat 3 ideal Client • Clear categorisation and screening eliminates effort and product been allocated incorrectly.

  9. Summary • Once product and sales process is defined and validated then, repeat and repeat and repeat. • Hard, Repetitive, 99% Sweat and grunt work. • Easy to find excuses not to do the repeat bit. • Interesting work is not necessarily where the cash flow or profit lies.

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