How To Win New Clients (When You Suck at Sales)
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Presentation from #DigitalAgency Day at Wistia
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How To Win New Clients (When You Suck at Sales)
- 2. 2@ErinSagin #DigitalAgencyDay Full Disclosure: I’m NOT a Sales Person
- 3. 3@ErinSagin #DigitalAgencyDay Not as a Child…
- 4. 4@ErinSagin #DigitalAgencyDay And Not as an Adult…
- 6. 6@ErinSagin #DigitalAgencyDay Who Am I? o PPC Evangelist & Community Manager o Has specialized in Paid Search for 4+ years o Love blogging, speaking and teaching about digital marketing tactics o Shameless Twitter addict– Hit me up @erinsagin!
- 7. 7@ErinSagin #DigitalAgencyDay Selling Tiny Accounts?
- 8. 8@ErinSagin #DigitalAgencyDay Bigger Is Always Better
- 9. 9@ErinSagin #DigitalAgencyDay Erin’s Five Hacks to Score A Big Fish
- 11. 11@ErinSagin #DigitalAgencyDay What do the big guys have that you don’t?
- 12. 12@ErinSagin #DigitalAgencyDay They Have Resources to Cultivate It
- 13. 13@ErinSagin #DigitalAgencyDay Jumpstart Your Reputation on the Cheap
- 14. 14@ErinSagin #DigitalAgencyDay Create a Few Pieces of Amazing Content
- 15. 15@ErinSagin #DigitalAgencyDay I Created This as a Joke And it got more than 1,000 shares!
- 16. 16@ErinSagin #DigitalAgencyDay Legit Twitter FollowersBuy Twitter Followers
- 17. 17@ErinSagin #DigitalAgencyDay Create a Followers Campaign
- 18. 18@ErinSagin #DigitalAgencyDay Be Strategic With Tailored Audiences
- 19. 19@ErinSagin #DigitalAgencyDay Promote Your Best Stuff
- 21. 21@ErinSagin #DigitalAgencyDay #2 Devise a Prospect Hit-List
- 22. 22@ErinSagin #DigitalAgencyDay The Top 10 Biggest AdWords Spenders Industry Annual AdWords Spend, in Billions Finance and Insurance $4 Retailers and General Merchandise $2.8 Travel and Tourism $2.4 Jobs and Education $2.2 Vehicles $2 Computers and Consumer Electronics $2 Internet and Telecom $1.7 Business and Industrial $1.6 Occasions and Gifts $1.2
- 23. 23@ErinSagin #DigitalAgencyDay Pick an Industry and Get to Know it Inside Out
- 24. 24@ErinSagin #DigitalAgencyDay Get Up to Date on Industry-Specific Techniques
- 25. 25@ErinSagin #DigitalAgencyDay Scout Betas to Get Ahead of the Curve
- 26. 26@ErinSagin #DigitalAgencyDay #3 Get on Your Prospect’s Radar
- 27. 27@ErinSagin #DigitalAgencyDay Make a Personal Connection With Them on LinkedIn
- 28. 28@ErinSagin #DigitalAgencyDay But First, Make Sure Your Profile Looks Better Than My Dad’s
- 30. 30@ErinSagin #DigitalAgencyDay Write Connection Requests They Can’t Turn Down Larry Kim’s 5 P’s: • Polite • Pertinent • Personalized • Professional • Praiseful
- 31. 31@ErinSagin #DigitalAgencyDay Next, Infiltrate Their Facebook With Your Brand
- 32. 32@ErinSagin #DigitalAgencyDay Create a Hyper-Targeted Campaign Start with your big fish hit-list Get even more granular with job titles
- 33. 33@ErinSagin #DigitalAgencyDay #4 Don’t Give Up Too Quickly
- 34. 34@ErinSagin #DigitalAgencyDay Source: InsightSquared Your first attempt is the one most likely to connect
- 35. 35@ErinSagin #DigitalAgencyDay Be Prepared to Connect on the First Try
- 36. 36@ErinSagin #DigitalAgencyDay No One Wants To Hear A Sales Pitch
- 37. 37@ErinSagin #DigitalAgencyDay Discovery Questions What is the current state of your account? What is the desired state of your account? When do you want to achieve these goals? Use PPC to bridge the gap from A to B in “C” amount of time!! A. B. C.
- 38. 38@ErinSagin #DigitalAgencyDay Connect Challenges With Solutions
- 39. 39@ErinSagin #DigitalAgencyDay Land Their Voicemail? Make it Count Tell them who you are Explain your intentions Give them a reason to call you back 1 2 3
- 40. 40@ErinSagin #DigitalAgencyDay Source: InsightSquared Likelihood of connecting plateaus at 6 attempts
- 41. 41@ErinSagin #DigitalAgencyDay Defy Your Natural Instincts and Pick Up the Phone Again
- 42. 42@ErinSagin #DigitalAgencyDay Source: InsightSquared Contact Attempts - Rule of Thumb Low-Quality Prospects – 3 Touch Minimum Medium-Quality Prospects – 7 Touch Minimum Top Notch Prospects – Go Nuts!
- 43. 43@ErinSagin #DigitalAgencyDay #5 Conquer Objections with Real-Life Examples
- 45. 45@ErinSagin #DigitalAgencyDay “SEO Is Good Enough For Me”
- 46. 46@ErinSagin #DigitalAgencyDay SEO Is Turbulent
- 47. 47@ErinSagin #DigitalAgencyDay People Actually DO Click On Ads % Source: http://www.wordstream.com/blog/ws/2012/12/03/why-use-adwords
- 48. 48@ErinSagin #DigitalAgencyDay Mobile Is Killing SEO
- 49. 49@ErinSagin #DigitalAgencyDay Imagine You’re Stranded in Boston and Need a Hotel
- 50. 50@ErinSagin #DigitalAgencyDay Which Service Would You Use to Book?
- 51. 51@ErinSagin #DigitalAgencyDay Bottom Line: PPC & SEO Are Better Together
- 52. 52@ErinSagin #DigitalAgencyDay “PPC Didn’t Work For Us In the Past”
- 53. 53@ErinSagin #DigitalAgencyDay Dig Up The Old Account and Find the Culprit
- 54. 54@ErinSagin #DigitalAgencyDay The Account Was Poorly Organized
- 55. 55@ErinSagin #DigitalAgencyDay Their Landing Pages are Abominable This site has been left untouched since 1996!
- 56. 56@ErinSagin #DigitalAgencyDay They Neglected to Set Up Conversion Tracking
- 57. 57@ErinSagin #DigitalAgencyDay …Or Track Their Call Conversions
- 58. 58@ErinSagin #DigitalAgencyDay They Didn’t Leverage the Almighty Power of Remarketing
- 59. 59@ErinSagin #DigitalAgencyDay They Didn’t Leverage the Almighty Power of Remarketing
- 60. 60@ErinSagin #DigitalAgencyDay “I’m Happy With My Current Agency” Great. Do you think there’s room for more opportunity? How about a FREE account analysis?
- 61. 61@ErinSagin #DigitalAgencyDay Run a Grader Report
- 62. 62@ErinSagin #DigitalAgencyDay Some Sections Will Be Downright Scary
- 64. 64@ErinSagin #DigitalAgencyDay Go Forth and Make It Rain 1. Vamp up your image 2. Pick your hit-list 3. Infiltrate their minds 4. Pick up the phone 5. Conquer objections with real-life examples
- 65. 65@ErinSagin #DigitalAgencyDay Want to Learn More About Anything I Talked About Tonight?
Notas do Editor
- RESOURCES- you can compete even if you don’t have the money/people $$$
- RESOURCES- you can compete even if you don’t have the money/people $$$
- Never have a second chance to make a first impression
- Never have a second chance to make a first impression
- Peeling back the ONION, be prepared with a list of questions to understand their pain points—key to this onion trick is to LISTEN CURRENT vs. FUTURISTIC IMAGE Prove that you know your shit! You want them to visualize their hopes and dreams and then they’ll want it so badly they’ll vbe into you **they don’t wanna hear that you’re the best agency, they’ve heard that before—if you want to sell ppc, don’t TALK about PPC 99% time thinking about biz, 1% thinking about adwords—go in understanding THEIR mentality What is current state? What is their desired state? When do you want to achieve these goals? NOW YOU CAN USE PPC to bridge that gap from A to B in C amount of time Hey its way easier if you jhave existing clients or inbound leads Gap. Where are you now? Where do you WANT to be? Be prepared with conversion & details of biz, what actions are you getting and what do you WANT/NEED to be getting? If I could get you more, what would it mean for you? How much is it costing? What would you LIKE it to cost? Whats the desired state and hwat would that mean for your biz? COLD CALL IF YOU’VE FIGURED OUT CONTENT EXISTING CLIENTS
- Again, im not a sales guy, but these are the tips they gave me
- If they say no, say ol thanks, ill call you back in a month
- control
- control
- Add in branded lift w/ SEO
- Add in branded lift w/ SEO, dominating the page!
- Add pics of the agency sales team