Philly Pod Camp: Business Development for Social Media

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+ Warren Zenna 2 years ago
• Some tips about “ Listening”:
If there was one topic I would dedicate the most time to in my sessions, it would be listening skills. Over and over I see how service people need to sure up on their listening skills. Too often, we are so caught up in talking up our services, our track record, our expertise that we forget something critical: its what the client says that is more important. I have a rule for my clients: You should speak only 25% of the time at any sales meeting. Only 25% of the time. What the client says will tell you more and direct you more than anything that happens at the meeting. And you need to learn “how” to listen to what the client is saying.
+ Warren Zenna 2 years ago
Don’t forget to ask for the business. I’ve seen countless instances of service providers delivering brilliant presentations, responding perfectly to every question, displaying value, and then getting up and leaving the room. You have to ask for the deal. Simple: “ So, when do you want to get started?” or “ Great, I am looking forward to working with you, how do you want me to handle the paperwork?” or “ Do you want to get started on Monday?” Sounds cheesy, but it must be done. But only if you can sense that he has already made up his mind. If you don’t know, ask. “ So, have you decided who you want to work with?”
+ Warren Zenna 2 years ago
Bottom line: Your services cost money. Plain and simple. They have to, because you are not working for free (although for some reason, I see a lot of people who seem to think they should!) and you need to make a profit from your work. It’s a business after all. And at some point the client is going to want to ask about price. This is where 90% of new sales people fail. They do not feel comfortable talking about money. You need to be able to confidently and clearly communicate your service fees to people – and not worry about what they are going to think – or feel – about your pricing. First things first, you need to know how much you should charge. The simplest way to determine your rates is to know 2 factors: 1) Industry Standard rate – what is the current rate that is typically being paid for your service. If you don’t know, ask around. Call your competitors or ask your friends. Find out how much people are currently paying for your services. 2) Your own profitiabity. You need to make money on every deal. Or your business will go out of business. So, you need to evaluate your costs and know how much revenue you need to take in to be profitable. I usually ask my clients to not go below a 30% profit margin. In service businesses, that is fair. Make up your pricing and speak to it with confidence and clarity. I do an entire program on this topic alone.
+ Warren Zenna 2 years ago
Always remember to ask about the timing of their decision. When are you planning on deploying this campaign? What time frame are we talking about? When would you like to get started on this? Forcing the client to commit to or reveal timing will say a lot about the level of urgency they feel. If they say, “oh, sometime next year” its likely that they are in shopping mode and the likelihood of a deal is pretty low. Conversely if they say “next week” they may be running scared and make a decision out of desperation. But knowing the timing is critical.
+ Warren Zenna 2 years ago
What is the most important thing that you are concerned about in regard to this decision? What concerns you most about who you are going to hire?
+ Warren Zenna 2 years ago
Ask questions that drive him to think about possible solutions. What are you currently doing to solve this problem? How is that going? What other things have you done to solve this? What do you think would solve this problem?
+ Warren Zenna 2 years ago
Ask questions that pertain specifically pertain to the problem that the client has expressed. How long have you had this problem? What have you done about this problem? How much and what is this problem causing you? What do you think you need to do to solve this problem?
+ Warren Zenna 2 years ago
THE MAN is the person with the Money, the Ability and the Need. This is the only person that you should ever be speaking to. How do you know? Qualify!!
+ Warren Zenna 2 years ago
You should be able to very comfortably and very confidently tell a stranger why you are the best person for this job. People who want the things I just mentioned will more likely trust someone who exudes confidence. Wouldn’t you rather hire the person who speaks confidently and can back it up with fact? This is not about ego or bluster, this is about SELLING yourself and closing the deal, not about hiding behind a desk. I would make a very detailed list and “commercial” that details why you are the best at what you do, back it up with facts (client case studies/results and testimonials from others is always best) and learn it back and front.
+ Warren Zenna 2 years ago
Clients may think that they are buying Social Media services, or website development or SEO, but what are they REALLY buying? A purchase for a service is in most cases really a psychological need. They are really buying job security, or knowledge or peace of mind. Why does someone want their own blog? Not really because they want a website that posts content about them, no, they really want exposure, or to feel important, or to be part of the community. This is really what they are buying. Understanding the true underlying “trigger” that is behind the actual purchase is the key to making the sale.

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Philly Pod Camp: Business Development for Social Media - Presentation Transcript

How to Sell the Value of Social Media both Internally and Externally Business Development & Social Media:
TWO BUCKETS:
- 1. Being a part of the sales process
- 2. Selling your own services / yourself
PARADIGM: Sales People and Sales Process
PARADIGM: Sales People and Sales Process
PARADIGM: Sales People and Sales Process
PARADIGM: Sales People and Sales Process
PARADIGM: Sales People and Sales Process
PARADIGM: Selling Myself
PARADIGM: Selling Myself
PARADIGM: Selling Myself
PARADIGM: Sales People and Sales Process
INTERNAL SELLING:
- Making friends with Business Development
INTERNAL SELLING:
- Ensure that your service is properly represented
INTERNAL SELLING:
- Add Value
INTERNAL SELLING:
- What’s my role here?
INTERNAL SELLING:
- Its teamwork, after all
INTERNAL SELLING:
- Egos
INTERNAL SELLING:
- “ The Fish stinks from the head”
ATTENDING/PARTICIPATING AT CLIENT MEETINGS
- Be prepared
ATTENDING/PARTICIPATING AT CLIENT MEETINGS
- Practice your speaking role
ATTENDING/PARTICIPATING AT CLIENT MEETINGS
- Know where you fit in
ATTENDING/PARTICIPATING AT CLIENT MEETINGS
- Only answer the questions you were asked
ATTENDING/PARTICIPATING AT CLIENT MEETINGS
- “ Don’t make stuff up”
ATTENDING/PARTICIPATING AT CLIENT MEETINGS
- Let the BD guy lead the meeting
ATTENDING/PARTICIPATING AT CLIENT MEETINGS
- Think about the sale
Selling your own services / Selling yourself
Qualifying - The Key to Everything
- Who is your buyer?
Qualifying - The Key to Everything
- Why do they need you?
Qualifying - The Key to Everything
- What are they really buying?
Qualifying - The Key to Everything
- Why you? What makes you so special?
Qualifying - The Key to Everything
- Are you talking to the MAN?
- How do you know?
Qualifying - The Key to Everything
- Can they really buy?
Questions to Ask a Potential Client
- Problem oriented questions
Questions to Ask a Potential Client
- Solution oriented questions
Questions to Ask a Potential Client
- Fear Factor questions
Questions to Ask a Potential Client
- Timing
Questions to Ask a Potential Client
- Money - The Ugly Word
Questions to Ask a Potential Client
- Ask for the Sale!
Q & A