4. Learning objectives
Make digital marketing services part of the sales
process:
• Based on information found in plan and prepare, build
trust and rapport by creating specific questions to ask
during the evaluate needs (smart questions).
• Ask methodical questions and find out the current state
versus the desired state of the business in each (4 key
areas and current versus desired).
• Once you finish your evaluate needs, summarize with the
client and establish next steps (recap key findings and
close for a follow up appointment).
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5. Build trust and rapport
• Start by connecting the information that got you there
in the first place (tie back to your smart statement).
• Connect with information you may have in common.
• Be confident and establish credibility.
- Do not tell, show. Share ideas, best practices,
trends you have seen with other businesses.
- Refer to findings from your due diligence.
- Leverage your local media organization and its role
in the community.
• The key: is engaging them with issues and questions
about THEIR business.
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6. Utilize smart questions
1. Break into your groups
2. Assume you have set an appointment with each of
the accounts on your target list.
3. Use what you learned about their business, their
industry (maybe it was even in your smart statement)
and prepare specific smart questions for each
appointment.
4. How will the questions vary from the
existing client versus the new client
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7. Uncover current versus desired
What is it now?
Current State
Quantify the GAP!
Desired State What would you
like it to be?
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8. Ask methodical questions
Products and services Customers
1 2
4 3
Competition Marketing Strategy
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9. Ask methodical questions:
products and services
• Learn about all products/services
• Identify competitive differentiators, average sale values
• Which products they rely on for growth and which have
the healthiest profits
• Do there products and services differ from online to
offline, do some sell better in one area versus the other
• Is pricing the same online versus offline or are there
special prices for one or the other
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10. Ask methodical questions:
customers
Find out about the clients’ customers
Who are they? Where do they live? Which are the best?
Do they differ online to offline? How old? Are they loyal?
How do they contact you? What are they worth? How many?
What are their behaviors?
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11. Ask methodical questions:
marketing Strategy
• Leverage what has worked and why
• Learning lessons from what has not
worked
• What is their digital strategy (dig deep)
• What is their goal in marketing
• What do they like best
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12. Ask methodical questions:
competition
• Top competitors – does it vary by products
and services?
• Do they know who their online competitors
are?
• Identify their competitive distinction
• Uncover their market position and desires
• Use information from your due diligence in
their category:
– Show competitors ads/ website
– Use print outs showing online
placement
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13. Capabilities (optional)
• Brief, high-level overview of your offerings
• This is not a time to showcase everything you
have to offer
• Highlight things items that may be relevant without
going into the detail
• Do not discuss prices
• Get a feel for which solutions they
gravitate to and remember that as you move
into your summary and build the solution
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14. Summarize with next steps
• Pull relevant information from your meeting
• Hit on passionate topics
• Establish the goal of the next appointment
• Ensure all involved in decision-making process
will be there
• Assume the close for next appointment
• Walk away with a set time and day
for the present and close
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Pass out worksheet. They can write down questions they hear from the group as they go along. But either way we may already know a lot about our customers and still have a lot to find out. Make sure that we are clustering your questions in a strategic way to uncover information in 4 key categories. By grouping your questions in these specific core areas, you are able to get a clear picture of the business, understand exactly what the customer is trying to achieve and most importantly, tie your solution back to the advertiser’s needs.
Remember to engage audience. Ask for example questions as you go along. Challenge them to the “why” behind the question as well as taking it from current to desired or vice versa.
Remember to engage audience. Ask for example questions as you go along. Challenge them to the “why” behind the question as well as taking it from current to desired or vice versa.
Remember to engage audience. Ask for example questions as you go along. Challenge them to the “why” behind the question as well as taking it from current to desired or vice versa.
Remember to engage audience. Ask for example questions as you go along. Challenge them to the “why” behind the question as well as taking it from current to desired or vice versa.
