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SEORESELLER | BOOST YOUR BUSINESS WEBINAR
THE ABCs OF EFFECTIV E PROSPECTING
MEET OUR PANELISTS
Bernard G E N E RA L
San Juan III MANA GER
In 20 years Bernard has started 4 companies, taken 3 web-based companies to multi-million dollar status, launched and managed over 500 websites, and has run thousands of marketing campaigns.
William Kramer B US IN E SS D E V E LOPM E N T MANA GER William has dedicated his 8 years as a web professional to growing online businesses. As lead of Business Development, he’s helped 24 of our top partners reach 6-digit monthly revenues.
WHAT HAPPENED DURING THE
PREVIOUS WEBINAR Recap of How to Sell Local SEO Like a Pro In the previous webinar, we talked about the value of local SEO and how to sell it to businesses. • Why Local SEO? • The Evolution of Local SEO • How to Rank Your Clients Locally • How to Sell Local SEO • Overcoming Objections • New SEOReseller Partner tools to help in selling the service
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S HA ME L E S S P LU G SEOReseller WordPress Plugin Everything you need to build your agency in one plugin: • • • •
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SEO Audit Widget Lead Tracker Web Design Portfolio White Label Dashboard
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DIS C USS IO N OV E RVIE W
Why Prospecting is Crucial to Your Sales Process
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THE ABCs OF EFFECTIVE PROSPECTING
What You Need to Do Before Prospecting
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The Fundamental Steps to Prospecting
TOLL-FREE 1-800-250-6106 | US (415) 6259700 UK (44) 203-769-7710 | AU (02) 8484-1116
Why Prospecting is Crucial to Your Sales Process
SEORESELLER | BOOST YOUR BUSINESS WEBINAR
THE ABCs OF EFFECTIVE PROSPECTING
Only 25% of leads are legitimate and should proceed to sales (Gleanster Research) Sales people waste 50% of sales time on unproductive prospecting The goal of prospecting: convert interest into a conversation (a “Test Drive“ – or in this case, an appointment)
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What You Need to Do Before Prospecting Preparing to prospect is part of Step 0. Considering you’ve done your homework, your online properties should look like this:
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SEORESELLER | BOOST YOUR BUSINESS WEBINAR
THE ABCs OF EFFECTIVE PROSPECTING
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Bad Website
UK (44) 203-769-7710 | AU (02) 8484-1116
Give us a call! 972-354-2327
Good Website
Bad Facebook Page
Good Facebook Page
DOs Write a compelling "About Us" information first impression matters. Provide your contact details to let prospects know how and where to reach you. Use a profile photo that prospects can recognize easily. Be active - but don't overdo it. Posting too much information can cause your followers to unfollow you.
DON’Ts Neglect your profile. Don’t let your profiles remain untouched for a long time. Be spammy. Don’t post the same promotional message. Ignore negative comments. Address them. (There’s a study of how much you can convert detractors to supporters by engaging them in X time) Respond slowly. People love it when they get a response within a minute. Connect with everyone. Focus on building quality relationships with the right people
Tailor your posts and entire page to your audience. Give your page a personality - be original and creative with your posts. Make your message clear and consistent across all channels. Interact with your followers.
What You Need to Do Before Prospecting
DOs and DON’Ts
Bad LinkedIn Page
What You Need to Do Before Prospecting
Good LinkedIn Page
Good LinkedIn Page
The Fundamental Steps to Prospecting
Feel free to send your questions to our panelist via chat and we’ll answer them during the Q&A portion.
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Selecting your Niche: Market Research Determining which vertical is workable.
Getting a fine-tuned profile of your prospects.
Understanding the language of your prospect.
SALES HACK Research multiple verticals and weigh the pros and cons of each to make an informed decision. A vertical is easier to penetrate if you have a friend that is well connected in that vertical
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Step 1: Doing Market Research What you need to look at when doing market research: Your competition Industry size (nationally and locally) Average dollar spend per transaction Customer lifetime value Networking opportunities
SALES HACK Go for a vertical that you can easily penetrate Example: “Real Estate SEO San Jose CA” • The 4th result is the first SEO company • Results 1 to 3 are listing of Real Estate Companies
Existing personal connections • Are you related to someone in that vertical? SEORESELLER | BOOST YOUR BUSINESS WEBINAR
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Step 1: Doing Market Research
What you need to look at when doing market research:
SALES HACK
Determining which vertical is workable. Getting a fine-tuned profile of your prospects.
Research multiple verticals and weigh the pros and cons of each to make an informed decision.
Understanding the language of your prospect
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Step 2: Targeting the Right Vertical Getting a clearer picture of your ideal vertical What verticals create a lot of opportunity to shake hands?
SALES HACK Avoid low proďŹ t margin, low volume verticals when starting.
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Step 2: Targeting the Right Vertical Vertical Prospect Plan A Which vertical has a singular high ticket value? • Cost justifying - showing prospects where they can improve their ROI. • Find a vertical that delivers high profit margins. • Real estate • Car dealerships • Cosmetic Surgery • Cosmetic Dentistry
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Step 2: Targeting the Right Vertical Vertical Prospect Plan B Which vertical creates Customer Lifetime value? • Find a vertical that gets recurring revenue from each customer • Fitness Gyms • Insurance • Printing services • Family physicians
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Step 2: Targeting the Right Vertical Vertical Prospect Plan C Which vertical creates extended networking opportunities? • Referrals are 18% less likely to churn than non-referred prospects • Prospects are 4x more likely to buy when referred by someone they know (Nielsen) • Find prospects that can refer you to other prospects • Example: A family physician can refer you to their partners (OB-GYN, Pediatricians, Cardiologists) • Example: An orthodontist can refer you to other cosmetic dentists, periodontists, and general practitioners
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Step 3: Building Your Network Find where leads are likely to converge
Use Eventbrite and Facebook to ďŹ nd events in your target vertical and area
Look for events, trade shows, and exposes that are happening in your area.
Objective You want to collect email addresses and contacts.LOTS of them.
SALES HACK Choose only the events that will give you the opportunities to network to the right people.
Use the free audit tool
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THE ABCs OF EFFECTIVE PROSPECTING
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TOLL-FREE 1-800-250-6106 | US (415) 6259700 UK (44) 203-769-7710 | AU (02) 8484-1116
Step 3: Building Your Network Attend events and offer value Look for events, trade shows, and exposes that are happening in your area. Giving something free can create recognition and promote engagement • Bring your phone • Install the Free audit plugin • Give prospects a free audit of their website and their competitor’s website • Collect e-mails faster than you can sell pancakes • Show your web design portfolio and have your preprinted SLAs ready SEORESELLER | BOOST YOUR BUSINESS WEBINAR
Show your web design portfolio and have your pre-printed SLAs ready bit.ly/call-sked THE ABCs OF EFFECTIVE PROSPECTING
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Step 3: Building Your Network Make an Impression
Bring a business card - have one made
Dress to match your audience
Use an industry insider as your handshake (a common
• Don’t suit up for a start-up community event
connection) • Have someone introduce you to your prospects
SALES HACK
• 82% success rate at getting a new prospect through insider’s recommendation
You can get started by: • Buying email lists • Building your Client databases. • Use tools (leads to a blog post about prospecting for local leads, using tools like haystack buzztack etc...()
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Leverage your bragging rights • Testimonials from clients • Previous work done for your clients
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Step 4: Begin Contacting Your Prospects Be there when your prospects are ready to buy Remember: YOU have to initiate contact. way around.
You want them to buy from YOU and not the other
Nurture the relationship • Use the CRM so you never lose your prospects between the cracks Prospect Scoring •Who’s hot and who’s not
Don’t rely on your prospects to maintain the connection - it’s your responsibility
•Prioritize your prospects based on their readiness to buy Multiple touches •It takes many attempts to turn a prospect into a sales-ready lead
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SALES HACK
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Bad Warm Email
Better Warm Email
Bad Cold Email
Better Cold Email A
Better Cold Email B
Step 4: Begin Contacting Your Prospects
Invest in an e-mail distribution platform (Mailchimp)
Sending multiples of the same e-mail will make gmail algorithmically perceive you as a spammer and may throttle your mailbox
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Step 4: Begin Contacting Your Prospects
Someone Responded, what do I do now? • Contact your project manager for a preintake assessment (it’s free as long as you are closing) • Reply immediately to your prospect with a timeline and an offer of 2 dates for an appointment
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THE ABCs OF EFFECTIVE PROSPECTING
AB C
ALWAYS BOOK YOUR NEXT CALL
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Step 5: Adapt and Improve The Rule of the Scoreboard • If you don’t look at the scoreboard, how do you know you’re winning?
Measure your performance: • Open rates (Change the title of your e-mail, use the prospect’s name) • Response rates (Create a better emotional charge in your message, less hard selling) • Appointment rates (Offer more value, add more steps to the warming process) • Close rates (Improve your salesmanship, go back to the Boost Your Business Webinars, practice your pitches in the mirror or with a friend)
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THE ABCs OF EFFECTIVE PROSPECTING
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Step 6: Nurturing Your Leads Your prospects are not just going to commit based on first impressions alone. Be there when your prospects are ready to buy Nurture the relationship •Use the CRM so you never lose your prospects between the cracks Multiple touches
SALES HACK Pay attention to their pain points and constantly provide solutions to these.
•It takes many attempts to turn a prospect into a sales-ready lead.
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Actionable Items to Do Right Now! Attend events in your area Prepare your site with the audit widget Have a business card made Prepare your web design portfolio and pre-print your SLAs Find a cost effective e-mail delivery system Use a Lead Score sheet
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Q&A Portion, Schedule a Call
THE ABCs OF EFFECTIVE PROSPECTING
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info@seoreseller.com
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