Client Treatment
- Ask the client questions
- Get feedback, get the client's mood
- Seek to understand the client, do not dominate the conversation. Questions lead to more questions
- Always find out why for objections. Find the deeper meaning. Find out who else objects in your client's organization
- Empathy first. Before you start ramming sales solutions down a client's throat, figure out their situation. What are their pain points? What keeps the client up at night? What scenarios has the client tried with no good ending?
Meetings
- Include a summary of any meeting. Recap the prior meetings
- Get buy-in from the client during the meeting. Ask clarifying questions. Does this make sense to you? Do you have any concerns with this course of action?
- Let the client know the benefit of any meeting you hold. Appeal to selfishness
- Summarize at the end of every meeting.
- Meetings should always have a call to action. Next steps, who does what.
Selling points
- Demonstrate, using dollarization and metrics, the benefits of Google Advertising
- Highlight trackability. Traditional advertising is not always measurable. This leads to wasted advertising dollars
- Walk the client through examples of your successes using Google advertising
- Engage the client using advertising statistics. Click-through rate, impressions, conversion rate.
Success through Google products
- First, identify the solution to your client's problems. Next, find the Google product best suited for it.
- When you reach the root of the problem, and the core solution, use the Google products suite to relate to your client. Don't say remarketing. Tell them what remarketing does, and how it benefits them. For example, for a client who gets people to their website, but do not return, discuss remarketing. Tell them how ads will follow a customer around the web, and keep their business top of mind. Since customers are forgetful and attention is fleeting, remarketing does the work for them.
- Google Analytics is the behavior watcher. Visits, pages, demographics, devices. What gets tracked gets improved.
- Determine where your client's customers spend time. Next, find the Google product best suited to get in front of these clients. Do your client's customers hang out on fishing websites? Then use display ads to get in front of them. Are your client's customer's information gatherers? Then search ads puts your client at top of mind.
- Explain to the client the value of a lead versus dollars spent. How much to bid?
- Make the cilent aware of what raises and lowers rank on Google AdWords. Explain landing page experience, quality score, and bids.