becoming the larry king of sem by robert brady

#SMX #14B @robert_bradyHow To Interview The Sales Team For Copy That Closes

BECOMING THE LARRY KING

OF SEM

#SMX #14B @robert_brady

WHERE I’M FROM

#SMX #14B @robert_brady

WHAT I ENJOY

#SMX #14B @robert_brady

WHAT I DO

• PPC practitioner since 2006• Founder of Righteous Marketing• Regular contributor to SearchEnginePeople.com,

PracticalEcommerce.com, ClixMarketing.com/blog, #ppcchat and others

#SMX #14B @robert_brady

OUR GOAL:INTERVIEW LIKE LARRY KING

#SMX #14B @robert_brady

#SMX #14B @robert_brady

What Makes A Great Interviewer

•Ask lots of (good)

questionsListen

Ask follow-up

questionsDon’t

prejudice the

interviewee

Express gratitude

#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

#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

#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

#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

#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:

#SMX #14B @robert_brady

Does this description match or differ from your current customer personas?

#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

#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:

#SMX #14B @robert_brady

Does this buyer journey match with the funnel analysis from your CRM/backend system?

#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:

#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:

#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:

#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:

#SMX #14B @robert_brady

The Ultimate Question

When you have a lead that’s almost sold, but hesitates, what is the one thing you say to close the deal?

#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:

#SMX #14B @robert_brady

Is this one of the top 3 use cases? One of the top 3 features/benefits mentioned in previous answers?

#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

#SMX #14B @robert_brady

#SMX #14B @robert_bradyLEARN MORE: UPCOMING @SMX EVENTS

THANK YOU! SEE YOU AT THE NEXT #SMX

robert@righteousmarketing.comLinkedIn.com/in/robertallenbrady