*Training Note:* “The Trainer can Simply read Script & Click next when you see the * in the Script.”Remember SEM has 3 parts to it Paid Search, Local Search, Organic Search. On that note lets get started with the SEM Sales Method.*
There are 4 parts to a SEM Sale. I want you to know this is not a end all Method this is what we use & have found it to be very helpful in assisting salespeople sell SEM. Lets look at the 4 parts.*First is The Blast.= This is just some simply introductions.*Profiling= This is Asking the right questions to know the Business.*Value Presentation= This is a same part of the sale method.*Close= *Well Duh…Anyways lets start with Blast.*
There are 4 part to having a effective Blast.IntroductionHookComplimentFreebieStarting with Introduction*
Remember this template is not a END ALL BE ALL. On that note a good introduction is something like. *Hi, is John available? Hi John, this is Steven Fingerhuts from Orangesoda.com. After I have a Quick introduction.*
I would move straight to some kind of hook. *Like this… “Before I called, I did a quick search on Google for Free Lance Web design, and noticed that there are a lot, or Hundreds, or Thousands of your customers are searching for your products/services online every month, & I couldn’t find you on the first page.” with the number of people searching for there business each moth I would be careful saying the Exact Number of something like 500 because now they will expect 500 as a 100% result… Moving on next say something like *“Do you know much about online marketing? Or *What is your website’s domain? You may come up with something too.*
Within the first minute or less find something to Compliment about. Best is something about their website. I don’t care if *it the worst website in the world. SAY SOMETHING NICE!!! Sometime these websites have had a lot of time and money put into them so find something nice to say, LIKE * I like the Site Navigation at the top. Its very easy to see & understand. Or * Say This blog posts section is fantastic, this makes it easy for people to see you as a person & shows dates so they know the website is current. Ok lets move*
to The Freebie. This is to show a bit of authority but not to much that you are a know it all. Maybe share with them it’s a bit hard *to understand what connect means for some people maybe just have it say contact us. Or maybe to help people know what to do *put the Phone or Email in large font up front to see. At this point the Blast is now over lets move to Profiling.*
you have established a small trust with the potential Advertiser now.So profiling is a bit easier. There are 3 main parts of Profiling.MethodologyThe OnionThe PopcornLets start with Methodology*
Methodology…If you have ever heard of Mahan from the Franklin Covey Group, then you know he is a Fantastic Sales Trainer & Speaker. If not you should think about finding some of his Training. In one of his trainings he talked about a man that he meet in the street. This man started telling Mahan about *his Lawn Mower that he sales. Mahan listened as the man told him about all the right features & even a great sales presentation. After about 10 mins. of listening to how much Mahan will be able to do with the lawn mower the man paused & said so you should come by & see them. Mahan replied with “The mower sounds great but, I don’t even have a lawn.” People *Profiling with a Solution does not have a Inherent Value!!! The Potential Advertiser may need the Solution but We need *to Mow away from the Solution. Sorry for the bad joke. *But We can’t present a solution until we understand 2 things:*1. What problem they are trying to solve?*2. What results they are trying to provide?*
Peeling the Onion…Their right way & a wrong way to peel an Onion in Sales. The Onion represents the question we ask to get to know the Business. *Do you have a website?, Did you create it?, What kind of Advertising?, Goals? Etc… You need to*… ask Questions with a Purpose! So that you *can Know & understand their Business!Lets look at a proper way to Peel the Onion.*
There is an order to asking the right questions. We need to understand that we have to learn about the business before we can tell the about the product we have for a solution. If we don’t know the businesses problems, how would they know the solution will be the right fit for them. Kind of like the lawn mower & the lawn. We need to know if this is the right fit for them. Here is one string of questions you can ask.*Did you create the website? *What was your initial intent when you or your company had it created? *Are those expectations currently being met? *So where do you feel you are lacking or what needs to be improved? *Are you currently doing any types of marketing? *How are those going for you? *Have you tried online marketing? *How familiar are you with SEM? As you can see after asking this string of questions you would know a lot about the business & would be able make a better business relationship for the Advertiser.*
Spilling the Popcorn is like spilling the beans but when a advertiser spill the popcorn this mean the have told you the real reasons for the need of the solution. Or you could call this there pain point. Remember a few mins ago we talked about the lawn mower? I told you that *… We cannot present a solution until we understand 2 things: Can you remember the 2 thing? *1.What problem they are trying to solve? 2. What results they are trying to provide?... Right? Well now that we know what these 2 things are for there business we can present a solution. They are ready to learn. Lets move to the Value presentation.*
This section has 3 parts to it. SEM Value, Qwkr, & Cost. We will talk about this later but I want to let you know that this section should only be about 20% of the focus of the Sales Method, This is a small part of selling SEM.*
Lets start with SEM Value. When Presenting to a potential Advertiser about SEM Value you may want a PC or a Results page print out. *Have them go to the Search engine of choice, or go to Google. Then *Search for something in the related field of what the advertiser is doing. Key Note: Do some research searches before you Present to the advertiser. So you don’t say lets look up St. George Dentists in Google” & the results has the Advertiser all over it. Check this before so if that does happen then maybe look up St. George (Family Dentist, or Orthodontics, or something like that.) After the results comes up *explain the 3 Different Types of results.*
Paid Search=Do you see the highlighted sponsored listings at the top and along the right hand column of the page? This is known as Google AdWords, paid search, PPC or pay-per-click – when we speak about PPC, these are the listings we are speaking about. Here, businesses are bidding on keywords that their target audience is searching for – corresponding ads will be displayed for each keyword bid on. Each ad has a title, body copy, and call to action. When the ad is clicked on, it takes the searcher directly to your website. PPC can add value in three main areas: It is very immediateIt is very measurableThe traffic is in your control It is very immediate because we can have a campaign live and running – with your ads showing up on Google, Yahoo!, and MSN within about 3 -5 business days. If you need immediate traffic, phone calls, or leads from your website, PPC is a great way to immediately boost your online presence. It is very measurable with online reporting. With a full reporting system you can determine who is coming to your website, where they are coming from, and what they do when they get there. Your reporting system will also help you know which keywords and ads are driving people at the highest rate to your website. The traffic is in your control - with our guaranteed click packages you have the opportunity to decide how many visitors or clicks per month you want to receive to your website.That is a Paid Search Presentation*
Local Search=We have 2 Solutions for this area.1st is a business profile that gets submitted to Google, Yahoo, & Bing plus some Directories too. This is a basic solution & is built in to all of our packages.2nd is a Maps Optimized Google Advanced Profile. This is very different than the 1st solution in that it is only for Google Local Search. There are 7 results in Google Local Search & it can be very difficult to get in to this section naturally. This product is a on going process That is a Local Search Presentation*
Organic Search= Do you see the listings underneath the PPC listing and Google Map? These results are the organic or natural search results – these are the websites that Google and the other search engines feel are the most naturally related to keyphrase that we just typed in. Have you ever heard of SEO or Search Engine Optimization? SEO is the process of optimizing your website so that you rank high here on the left hand side of the search results page. When the search engines are looking to rank a website, they are looking for the most relevant and trusted websites to show up at the top. Relevance is related to the:ContentArchitectureAnd navigation of your website. Google and the other search engines use a spider or robot to crawl and view the information on your website – they use this information to better understand your website and your company. If your information is displayed in way that the search engines can’t understand, or if you site is not built search engine friendly, the search engines will have a hard time understanding that you are relevant to the key phrase being searched for. To make your website relevant, your team will be performing a site audit to determine any SEO roadblocks on your site. Upon completion of the audit, the recommended changes will be outlined as monthly tasks within your SEO roadmap. This roadmap is a completely custom 6-month work schedule. The roadmap outlines the pieces your website will need in order to be seen as a relevant and trusted source of information. Trustworthiness is related to the number of other websites or online sources linking back to your website. These links are called backlinks. These links are viewed as a vote for your website – the more quality links you have leading to your site, the more trusted you will become. The search engines will begin to view you as an industry leader and trusted source of information. To make your website trusted, your team will be performing link-building tasks. These tasks will also be outlined in your SEO roadmap and reported to you at the end of each month. These tasks may include: general and niche directory submissions, article creation and submissions, blog posts, and link building through various social media outlets.This is all I would say for presenting Organic Search*
Next lets present Qwkr & the Cost of Marketing on the Search Engine. I will now do a live demo of Qwkr so you can see what it can do. Internet Required:Click on the QWKR PICTURE or go to WWW.QWKR.COM
Next lets present Qwkr & the Cost of Marketing on the Search Engine. I will now do a live demo of Qwkr so you can see what it can do. Internet Required:Click on the QWKR PICTURE or go to WWW.QWKR.COM
THE CLOSE… We have complemented the Website, Peeled the Onion to know the Business, Presented the 3 different areas of a Search Engine, Found a plan in Qwkr that fits there needs, Discussed Cost & now its time to close. 2 things… 1st this is where you ask for the Sale. If they say no or hesitate at this point the Advertiser does not feel great about the cost of the Solution, then the 2nd We need to help them understand the next steps to moving forward. There are 4 main parts of this close. Introducing the Welcome Call, Introducing the Workflow, Talking about the clients needs again or the Popcorn, & asking for the Sale.*
Starting the Close with the Welcome Call. Help the Advertiser understand that the Welcome call is the next step after signing up. *The welcome call* is the first introduction to their marketing consultant, what we call a campaign manager. These are experts in online marketing who will be managing all of their marketing campaigns by working closely with all marketing teams. This call allows them to get to know their campaign manager and fill them in on all aspects of their business. The Campaign Manager will cover *Expectations * Conversions Goals, * Their Website, *Information needed to set up the campaign. *Their competitors, and *Their Business Goals. This call can take 15-45 minutes depending on the business needs. After the Welcome call is Workflow*
First is Workflow for Paid Search.Let the Advertiser know that this is what happens to their Campaign next after the Welcome Call. *We create accounts with the Top Search Engines Then start to *build Keyword Notes for Keyword list. * Next they make the Keyword Lists for the Paid Search Campaign. We * then have a 2nd set of eyes Quality Assure the Keyword List. & once its ready, *everything is loaded into the System, at that time we also send an *Email to let them know the Campaign is LIVE. When all of this is complete then a *Optimization Task list or Roadmap is put in to place. Lets go to the Paid Search RoadMap now.*
But Before we look at the Paid Search Roadmap I want you to Understand 1 thing…*It takes 1-3 months for a Campaign to ramp up to its fully Optimized potential. Now seeing that lets show you the *Paid Search RoadMap. *Week 1-4 is Campaign list creation & testing. *Month 2 is Gathering data & refine Campaign for optimal Conditions. *Month 3 is just minor Campaign optimization to maximize account. *Now this would be a Optimized High Power Campaign.*
Ok moving on to the workflow for Organic Search. First thing that happens for Organic Search after the Welcome Call is The *Campaign is assigned to a Organic Search Specialist. This person will first see notes from Welcome Call & website, Then they *will Approve the Keyword. The next step is to *build a Organic Search RoadMap. This is a 6 months RoadMap form the needs. We will look at a RoadMap in a minute. *Then the tasks are worked on from the RoadMap & completed. * Each month there is a Email sent to the client to show what tasks are finish from the roadmap.*
OrangeSoda immediately begins working on SEO once an order is placed. An analysis of the site and competitors is completed. This is a display of a roadmap, Remember each roadmap will be different. This depends on the Website, Advertiser, Competition, Location, Etc… *The first 2 months are most of the time dealing with Setup, Analysis, & onsite recommended edits that are sent to the site owner. The site owner can then execute those changes on their own or through their webmaster. *Months 3-6 most of the time have to do with ways of Link building, remember Link building is 7 of the top 10 ranking factors & so therefore very important. *
At this time Ask for the Sale Again, if yes great job. If not then you need to dig back to the *when you Profiled at the beginning & found the Popcorn or the Business needs. Take this information & show them *how the solution or SEM will help them accomplish there goals or needs. *Show the business will benefit from the Package or Solution Presented. Notice that you need to Show the overall Benefit of SEM. Let me show you this now.*
For Paid Search here are some of the Benefits. *Advertisers can target many keywords*Appear across multiple Search Engines*Quick set up with immediate traffic*PPC is a flexible medium*Easily Measured.Paid Search has a bunch of benefits these are some to get you started*
If you are talking Organic Search benifits*Most searchers click organic results Between 60-70% click here.*Easier to maintain position once established*Can appear in a lot of Search Engines Results*Organic traffic is “free”*Easily measuredThese are just a few points to talk about, there are a lot of reason for an Advertiser to let us help.*
Asking for the Sale. This is Brian Tracy he is a Sales Expert Trainer & teaches that we need to ask for the sale. He say, “Most of the time we go to a meeting & present our best ever, then sit back & say So what do you think.” then the Advertiser replies “I need to think about it can you email me everything?” He teaches that most of the time we never ask for the sale. *Brian Teaches that 40% of a Sale is the development of trust. *(This is best done by asking good questions & listening to the answers.*Next is 30% is identifying the true needs & wants of the prospect!*Don’t -Talk about sales & product*Do - Talk about prospect’s goals*Do - Talk about needs & wants*Do - Talk about prospect’s businessNotice that’s 70% of a sale & there is no presentation yet. Lets move to the rest.*
*20% Of relationship is presenting solution.*Show the prospect how they will benefit for the product. Carefully match the needsto the solution & how they will benefit.*10% Relationship Selling Method. *This selling method is based on trust. I you don’t take the steps they can’t trust your solution. *You need to Ask Prospect to make decision.*That’s 100% of the sale. The more good questions you ask the more the prospect will trust you. Build a bridge then ask them to cross the bridge with you.
Separate Training and Module for Analysis and Prep (Interactive Reps). Recommended PPC Budget. Recommended SEO Keyword. Is there a lack of competition, a lot. Both are opportunities. Where are their competitors and why? What do they need to get value and build the business?SEO toolbar can easily be found by searching Google for “seo toolbar.” The tool is free to download and is extremely helpful.Remember:Page RankCheck LinksDMOZ DirectoryBest of the WebArchive.orgSEM RushRank CheckerSEO XrayView Source
The point of these tools is to help you understand how a search engine looks at your website, and how you can use this knowledge to optimize that website and get it to the first page of the search engine.
Lets look at the team that is here to help you with anything about a sale before it happens
As of today. The pre-sales support team is made up of 4 OrangeSoda employees. Brian, Casey, Jake, & Ashlee. These specialists can help with any sales and support questions before a sale is made, or for a custom quote. They can help with a website analysis, keyword suggestions, to find a client’s competitors, or to assist with a sale. Write this down *thiscontact info for them.
Campaign managers are taking care of the Campaigns after Salespersons have sold an account or Package. They can help with following the package, helping the client reporting code, finding good reports to generate for Client, upsells, understanding what was sold in the package Etc. * Contact them for anything after a sale has been made. This contact info is separate for each property so if you need it contact your manger or Pre-Sales.
What Questions do you have for me at his time.After Questions are Done You can Close*
Search Engine Marketing SEM Sales Method
OrangeSoda Sales Process Close Blast Value Presentation Sold! Profiling “They’ve done Studies. 60% of the time it works Every time” –Brian Fantana
Blast Profiling Value Presentation Close Blast Introduction Hook Compliment Freebie
Blast Profiling Value Presentation Close Blast Introduction Hi, is John available? Hi John, this is Steven Fingerhuts from Orangesoda.com.
Blast Profiling Value Presentation Close Blast Introduction Hook Before I called, I did a quick search on Google for ______ and noticed that there are ______ of your customers are searching for your products/services online every month, & I couldn’t find you on the first page. Do you know much about online marketing? What is your website’s domain?
Blast Profiling Value Presentation Close Blast Introduction Hook Compliment
Blast Profiling Value Presentation Close Blast Introduction Hook Compliment 1.800.ROBKELLAS Freebie
Profiling Blast Value Presentation Close Profiling Blast Methodology The Onion The Popcorn
Profiling Value Presentation Close Blast Profiling Methodology Solutions Have No Inherent Value Mahan Khalsa MOW AWAY FROM THE SOLUTION! We can’t present a solution until we understand 2 things: 1. What problem they are trying to solve? 2. What results they are trying to provide?
Profiling Value Presentation Close Blast Profiling Methodology What were your goals when you first created the website? The Onion What type of advertising are you currently doing? Do you have a website? Can you tell me exactly what your business does? Ask Questions With a Purpose! Do you feel those goals are being met? Know & Understand Their Business! Did you create your website in-house or did you have a design company create it?
Profiling Value Presentation Close Blast Profiling Methodology The Onion 1. Did you create the website? 2. What was your initial intent when you or your company had it created? 3. Are those expectations currently being met? 4. So where do you feel you are lacking or what needs to be improved? 5. Are you currently doing any types of marketing? 6. How are those going for you? 7. Have you tried online marketing? 8. How familiar are you with SEM?
Profiling Value Presentation Close Blast Profiling Methodology Spilling The Popcorn The Onion The Popcorn We cannot present a solution until we understand 2 things: 1. What problem they are trying to solve? 2. What results they are trying to provide?
Value Presentation Profiling Close Blast Value Presentation Profiling SEM Value QWKR Cost
Value Presentation Close Blast Profiling Value Presentation SEM Value
Close Blast Profiling Value Presentation Close Welcome Call Paid Search Accounts Created in Google/Yahoo/Bing/OrangeSoda 3 – 5 Business Days Work Flow Paid Search Create Keyword Creation Notes Paid Search Keyword List Creation Quality Assure Keyword List Load Paid Search Campaign in System Send Campaign Live Email Create Paid Search Optimization Task List (Paid Search Roadmap)
Close Blast Profiling Value Presentation Close Welcome Call PPC Optimization Task List: The Roadmap Work Flow Paid Search Week 1-Week 4: Campaign List Creation and TESTING. It Takes 1-3 Months For A Campaign To Ramp Up To Its Fully Optimized Potential Month 2: Gather Data and Refine Campaign For Optimal Conditions Month 3: Minor Campaign Optimizations To Maximize the Account A Fully Optimized, High Powered Campaign
Close Blast Profiling Value Presentation Close Welcome Call Assigned to an Organic Search Specialist Work Flow Organic Search Keyword Approval Account Specialist Sets Organic Search RoadMap RoadMap Tasks are Complete Organic Search Monthly Task Completed Email is Sent to the Client
Close Blast Profiling Value Presentation Close Welcome Call Site Analysis & Recommendations Link Building Work Flow Month 3 Article Creation and Mass Distribution Locate and Submit Social Bookmark Links Month 4 Locate and Submit Social Bookmark Links Locate Niche Directories and Submission Month 5 Article Creation and Submission Blog Post Creation and Distribution Locate General Directories and Submission Month 6 Article Creation and Mass Distribution Month 1 SEO Setup SEO Analysis SEO Roadmap Website Optimization Suggestions Create Title & Meta Tag Edits Website Copy Edits Month 2 Redirect Analysis Create robots.txt file Create Sitemap.xml file Website Copy Edits Organic Search
Close Blast Profiling Value Presentation Close Welcome Call When Profiling youlearned what the Popcorn/Business needs are!!! Work Flow How Does Solution Fit The Company Need How will the Solution will help them reach their business goals they have. Show the business will benefit from the Package/Solution presented. Show the overall Benefits of SEM!!!
Close Blast Profiling Value Presentation Close Welcome Call Work Flow Paid Search – Building Value/Benefit Statements How Does Solution Fit The Company Need
Close Blast Profiling Value Presentation Close Welcome Call 40% of the Sale, is the development of trust! This is best done by asking good questions & listening to the answers. 30% is identifying the true needs & wants of the prospect! Don’t - Talk about sales & product Do - Talk about prospect’s goals Do - Talk about needs & wants Do - Talk about prospect’s business Work Flow Client Need Vs. Budget Value Brian Tracy Ask For The Sale Source: http://www.scribd.com/doc/21894871/Build-Long-Term-Relationships-by-Brian-Tracy
Close Blast Profiling Value Presentation Close 40%of Sale, is Development of Trust! 30% IdentifyingNeeds & Wants of the prospect! 20% Of relationship is presenting solution Show the prospect how they will benefit for the product. Carefully match the needs to the solution & how they will benefit. 10% Relationship Selling Method This selling method is based on trust. I you don’t take the steps they can’t trust your solution. Welcome Call Work Flow Client Need Vs. Budget Value Brian Tracy Ask For The Sale Ask Prospect to make decision. That’s 100% of the sale. The more good questions you ask the more the prospect will trust you. Build a bridge then ask them to cross the bridge with you. Source: http://www.scribd.com/doc/21894871/Build-Long-Term-Relationships-by-Brian-Tracy
Search Engine Marketing Your Pre-Sales Support Tools
Site & Keyword Analysis To Analyze a Site Page Rank Check Links DMOZ Directory Best of the Web Archive.org Compete.org SEM Rush Rank Checker SEO Xray View Source Helps with Value Presentation & Cost for products Search Volume of Keywords
Site & Keyword Analysis Key Point: Using These Tools A. You can effectively use these tools to show how well a website is built & some reason for its current ranking. B. Using these tools correctly can help you understand what needs to be done to a website to help it rank better in a meaningful search
Search Engine Marketing Your Pre-Sales Support Team
Pre-Sales Support Team ASHLEE BRIAN JAKE CASEY GCI@OrangeSoda.com 1 (801) 610-2277
Campaign Management Support @OrangeSoda.com 1 (800)