The YouTube transcript provides guidance on effectively selling local internet marketing services. It emphasizes a consultative sales approach, advocating positioning oneself as an expert through valuable content creation.
The suggested process involves scheduling an assessment call to identify a client’s pain points and demonstrating how the services offered can solve them. Essential tools for this process include keyword research tools like Google’s, ranking tools like Bright Local, and local citation analysis tools like Local Site Submit.
The guide underscores the importance of building rapport, conducting thorough due diligence, and presenting solutions tailored to the client’s specific needs before asking for their business. Finally, it recommends following up with potential clients and creating a sense of urgency to increase the likelihood of closing deals.
Ideal Sales Process for Local Internet Marketing Services
The ideal sales process involves a consultative approach. This means positioning the agency as an expert to attract clients who are already interested in help with their internet marketing. Instead of cold calling or chasing prospects, create great content, speak at trade shows and events, and publish a book to educate the target market. This way, leads come to you.
When potential clients reach out, avoid immediately discussing services and costs. Instead, ask questions about their business and goals, and schedule a meeting to discuss how you can help them. Frame it as an opportunity to do some due diligence, reviewing their website and online marketing strategies. This allows you to provide tailored recommendations. By offering to add value and demonstrate how you can help, you transition from being a salesperson to a consultant. The goal of the initial call is to schedule the next call, where you will demonstrate your findings.
Assessment and Review Call: Identifying Pain Points
During the assessment and review call, deepen your understanding of the client’s company. Show them the problems with their current strategy. Highlighting issues is crucial because people are more likely to buy when they recognize a problem. Demonstrate what they’re missing out on. Explain the potential benefits of solving these problems, such as increased traffic, calls, leads, and profitability. This will create excitement and encourage them to move forward.
To show them the issues with their current online marketing strategy, use tools like Google’s Keyword Research Tool. Also use merged words to identify commonly searched keywords. Then, combine them with the cities they operate in. Next, use a ranking tool like Bright Local to assess their current rankings on Google, Yahoo, and Bing for those keywords. This helps you illustrate where they are not ranking in the top results. Finally, run a report through Local Site Cement to show the issues with their citations and online reputation. The Local Site Cement report will highlight why their website isn’t ranking well.
Building Rapport and Identifying Goals
Begin by building rapport and understanding their goals by asking questions. This shows you are being consultative. Get to know the person and their business. Ask about their background in the business. Determine if they are a good fit by asking how they are currently marketing their company. Companies investing in marketing are better prospects.
Ask about their current revenue and their goals for the next 12 months. Understanding their goals allows you to build a relationship by showing that you care about them. This approach is more effective than launching straight into a sales presentation without any prior research or due diligence. People don’t care how much you know until they know how much you care.
Presenting Findings and Demonstrating Solutions
Walk the client through their website, pointing out areas for improvement. Mention the good things on the website, but also highlight areas that could be better. Avoid being overly critical. Discuss the keywords you researched and their current rankings. Show them the list of keywords and explain that you’ve identified the most important ones. Use tools to show where they rank on Google, Yahoo, and Bing. This demonstrates the value of your due diligence and creates an open loop by highlighting the gap between their current situation and their desired outcomes.
Walk them through the local search findings report, explaining why they are not ranking well for those keywords. Discuss issues such as not enough citations or inconsistency in their name, address, and phone number. Explain that they do not have enough online reviews. By creating this pain and demonstrating the problem, the client will be more open to hearing your solution. Therefore, when you present your solution, highlight how you will address the issues you’ve identified.
Closing the Deal and Following Up
After presenting your solution, ask for the business. Use pre-close questions to gauge their interest. Ask how the offer sounds compared to what they had in mind. Ask them to rate their interest on a scale of one to ten. If they rate it lower than a ten, find out what you need to do to move them to a ten. Address their objections head-on. Then, ask for the business by asking about their preferred payment method.
Implement a follow-up sequence for leads that do not close immediately. This includes sending an email with a program overview, a video explaining the program, and testimonials from satisfied customers. Create scarcity by explaining that you only work with one company of their type in a given city. Set a deadline for their decision. Creating value and highlighting the pain points, coupled with scarcity and a deadline, can increase your close ratio.