Ryan Deiss (Founder & CEO, Digital Marketer)

1. @ryandeiss | #500strong
IDEAL SALES
CONVERSATIONS
HOW TO
PRE-ENGINEER
RYAN DEISS
CEO, DigitalMarketer.com

2. @ryandeiss | #500strong

3. @ryandeiss | #500strong

4. @ryandeiss | #500strong

5. @ryandeiss | #500strong
“We’ve been spending a lot of time
together, and I would like us to
spend even more time together. Will
you marry me so we can spend the
rest of our lives together?”
IDEAL SALES CONVERSATION:
MARRIAGE

6. @ryandeiss | #500strong
DESIRABLE PRECEDING ACTION:
Spending lots of time together.
(i.e. dating)
OBVIOUS NEXT STEP:
Marriage
IDC: MARRIAGE

7. @ryandeiss | #500strong
THE QUESTION YOU
MUST ANSWER:
What is the preceding action that will
ultimately lead your prospect to initiate
an Ideal Sales Conversation?
(a.k.a. What’s your “let’s grab some coffee”…?)

8. @ryandeiss | #500strong

9. @ryandeiss | #500strong
This ain’t it…

10. @ryandeiss | #500strong
–Your Demo Page
“Do you want to give me some of your
time now in the hopes that you’ll be
able to give me even MORE TIME and
MORE MONEY in the future?”

11. @ryandeiss | #500strong
Or to put it another way…

12. @ryandeiss | #500strong
REMEMBER:
It DOES hurt to ask…

13. @ryandeiss | #500strong
REMEMBER:
Getting a “lead” is NOT
good enough…
(ex. douchbag at trade show)

14. @ryandeiss | #500strong
1. Imagine your “Ideal Sales Conversation” - Who is
there? Where is it taking place? What are you
talking about?
2. Brainstorm “Desirable Preceding Actions” that
will initiate your “Ideal Conversation”
3. Create Entry-Point Offers that funnel prospects
into “Desirable Preceding Actions”
4. Advertise and promote your new EPOs, and let the
conversations begin!
How To Pre-Engineer an ISC

15. @ryandeiss | #500strong

16. @ryandeiss | #500strong
“Since you’re planning to build/grow
an internal digital marketing team,
would you like to use our tools to
streamline and automate the training
and on-boarding process?”
IDEAL SALES CONVERSATION:
DIGITALMARKETER HQ

17. @ryandeiss | #500strong
ENTRY-POINT OFFER
EXAMPLES

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DESIRABLE PRECEDING ACTION:
“You just downloaded one of our hiring
guides…”
OBVIOUS NEXT STEP:
“…would you like to use our tools to train and
on-board that person once you hire them?”
ISC: DM HQ

20. @ryandeiss | #500strong

21. @ryandeiss | #500strong
DESIRABLE PRECEDING ACTION:
“You just attended our webinar on ‘How To
Build an In-House Digital Marketing Team’…”
OBVIOUS NEXT STEP:
“…now that you know how to structure and
organize your team, would you like to use our
tools to train and on-board them?”
ISC: DM HQ

22. @ryandeiss | #500strong

23. @ryandeiss | #500strong
DESIRABLE PRECEDING ACTION:
“You just posted an open digital marketing
position on our job board…”
OBVIOUS NEXT STEP:
“…would you like to use our tools to train and
on-board that person once you have them?”
ISC: DM HQ

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DESIRABLE PRECEDING ACTION:
“You just downloaded our ‘Modern Marketing
Growth Plan’…”
OBVIOUS NEXT STEP:
“…now that you know how to structure and
organize your team, would you like to use our
tools to train and on-board them?”
ISC: DM HQ

26. @ryandeiss | #500strong

27. @ryandeiss | #500strong
MORE EXAMPLES OF
ENTRY-POINT OFFERS

28. @ryandeiss | #500strong

29. @ryandeiss | #500strong
DESIRABLE PRECEDING ACTION:
“Now that you have entered our Black
Friday Sale…”
OBVIOUS NEXT STEP:
“…why don’t you put that discount code to
good use with this amazing purse?”
ISC: KATE SPADE

30. @ryandeiss | #500strong
DESIRABLE PRECEDING ACTION:
“Now that you’ve had me remove that
disgusting pee stain from your rug…”
OBVIOUS NEXT STEP:
“…why don’t I just clean the rest of your
carpets since I’m already here?”
ISC: CARPET CLEANER

31. @ryandeiss | #500strong

32. @ryandeiss | #500strong
DESIRABLE PRECEDING ACTION:
“Now that we’ve loaded up that broken, old
TV…”
OBVIOUS NEXT STEP:
“…is there anything else you’d like us to
haul off since we’re already here?”
ISC: 1-800-GOT-JUNK

33. @ryandeiss | #500strong
REMEMBER:
The job of marketing isn’t
to close the sale…

34. @ryandeiss | #500strong
SURE! THAT
SOUNDS
GREAT!
WANT TO
GET SOME
COFFEE?
…it’s job is to START an
“Ideal Sales Conversation.”

35. @ryandeiss | #500strong
THANK
YOU!
RYAN DEISS
CEO, DigitalMarketer.com
@ryandeiss
ryan@digitalmarketer.com