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Becoming the Larry King of SEM By Robert Brady



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From the SMX West Conference in San Jose, California March 21-23, 2017. SESSION: Always Be Testing To Always Be Closing. PRESENTATION: Becoming the Larry King of SEM - Given by Robert Brady, @robert_brady - Righteous Marketing, Founder. #SMX #14B

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Becoming the Larry King of SEM By Robert Brady

  1. 1. #SMX #14B @robert_brady How To Interview The Sales Team For Copy That Closes BECOMING THE LARRY KING OF SEM
  2. 2. #SMX #14B @robert_brady WHERE I’M FROM
  3. 3. #SMX #14B @robert_brady WHAT I ENJOY
  4. 4. #SMX #14B @robert_brady WHAT I DO • PPC practitioner since 2006 • Founder of Righteous Marketing • Regular contributor to,,, #ppcchat and others
  5. 5. #SMX #14B @robert_brady OUR GOAL: INTERVIEW LIKE LARRY KING
  6. 6. #SMX #14B @robert_brady
  7. 7. #SMX #14B @robert_brady What Makes A Great Interviewer •Ask lots of (good) questions Listen Ask follow-up questions Don’t prejudice the interviewee Express gratitude
  8. 8. #SMX #14B @robert_brady Who You Should Interview The best salesperson/customer service rep The second best salesperson/customer service rep, but only after talking to the best Don’t settle
  9. 9. #SMX #14B @robert_brady • Record the interview • Start on time, end on time • Watch for non-verbal cues • Optional • Send questions ahead of the interview How To Conduct The Interview
  10. 10. #SMX #14B @robert_brady “I remind myself every morning: Nothing I say this day will teach me anything. So if I'm going to learn, I must do it by listening.” -Larry King
  11. 11. #SMX #14B @robert_brady Follow-ups • What is their career stage? • What are common job titles? • Ratio of male/female? • How old are they? • What is their primary job function? Secondary? • What channel did they come from? • What are interests they share? Question 1: Describe the ideal customer/lead
  12. 12. #SMX #14B @robert_brady Question 1: Describe the ideal customer/lead • Who your customer is • Who the salesperson likes to work with What you learn: • Build audience targeting around these characteristics Action:
  13. 13. #SMX #14B @robert_brady Does this description match or differ from your current customer personas?
  14. 14. #SMX #14B @robert_brady Follow-ups • How long does the process usually take? • Ideal vs Average • How many interactions occur in that time span? • Do other people join during the process? • Who joins? When do they join? Question 2: Walk me through the process from first contact to close
  15. 15. #SMX #14B @robert_brady Question 2: Walk me through the process from first contact to close • Stages in the buyer journey • Length of buyer journey • Who else is involved in the buyer journey What you learn: • Tailor messaging to stage of buyer journey • Know when messaging needs to change for additional decision maker(s) Action:
  16. 16. #SMX #14B @robert_brady Does this buyer journey match with the funnel analysis from your CRM/backend system?
  17. 17. #SMX #14B @robert_brady Question 3: When closing, what are the 3 best use cases? • Use cases that lead to closed business/sales What you learn: • Ensure keyword coverage of these use cases • Test ad copy speaking to these use cases • Test landing pages centered around these use cases Action:
  18. 18. #SMX #14B @robert_brady Question 4: What use cases tend not to close? • Use cases that lead to unqualified leads & waste time/money What you learn: • Consider negative keywords based on these use cases • Reduce bids • Nurture further before passing to sales team Action:
  19. 19. #SMX #14B @robert_brady Question 5: What are the 3 best features/benefits for closing the deal? • The features/benefits most likely to close deals What you learn: • Test ad copy that highlights these features/benefits • Test landing pages centered around these features/benefits Action:
  20. 20. #SMX #14B @robert_brady Question 6: What features/benefits are least persuasive? • Features/benefits that don’t sizzle What you learn: • You still need to include these, but leading with them is an opportunity missed Action:
  21. 21. #SMX #14B @robert_brady
  22. 22. #SMX #14B @robert_brady The Ultimate Question: When you have a lead that’s almost sold, but hesitates, what is the one thing you mention to close the deal? • How to get people to take the plunge What you learn: • Use this for exit pop-ups, remarketing, the last email in autoresponder series, etc. Action:
  23. 23. #SMX #14B @robert_brady Is this one of the top 3 use cases? One of the top 3 features/benefits mentioned in previous answers?
  24. 24. #SMX #14B @robert_brady • What sale are you most proud of? Why? • What are the 3 most common objections you face? • What one thing would you like to see improved about the leads you’re receiving? (get beyond “More” and “Better qualified”) • What is the most interesting thing you’ve learned about customers recently? Bonus Questions
  25. 25. #SMX #14B @robert_brady