how to win new clients (when you suck at sales)

1@ErinSagin #DigitalAgencyDay


Full Disclosure:I’m NOT a Sales Person


Not as a Child…


And Not as an Adult…


Who Am I?o PPC Evangelist &

Community Manager

o Has specialized in Paid Search for 4+ years

o Love blogging, speaking and teaching about digital marketing tactics

o Shameless Twitter addict– Hit me up @erinsagin!


Selling Tiny Accounts?


Bigger Is Always Better


Erin’s Five Hacks to Score A Big Fish


#1Walk the Walk


What do the big guys have that you don’t?


They Have Resources to Cultivate It


Jumpstart Your Reputation on the Cheap


Create a Few Pieces of Amazing Content


I Created This as a Joke

And it got more than

1,000 shares!


Legit Twitter FollowersBuy Twitter Followers


Create a Followers Campaign


Be Strategic With Tailored Audiences


Promote Your Best Stuff


#2Devise a Prospect Hit-List


The Top 10 Biggest AdWords SpendersIndustry Annual AdWords

Spend, in Billions

Finance and Insurance $4

Retailers and General Merchandise $2.8

Travel and Tourism $2.4

Jobs and Education $2.2

Vehicles $2

Computers and Consumer Electronics $2

Internet and Telecom $1.7

Business and Industrial $1.6

Occasions and Gifts $1.2


Pick an Industry and Get to Know it Inside Out


Get Up to Date on Industry-Specific Techniques


Scout Betas to Get Ahead of the Curve


#3Get on Your

Prospect’s Radar


Make a Personal ConnectionWith Them on LinkedIn


But First, Make Sure Your ProfileLooks Better Than My Dad’s


Bling It Out


Write Connection RequestsThey Can’t Turn Down

Larry Kim’s 5 P’s:• Polite• Pertinent• Personalized• Professional• Praiseful


Next, Infiltrate Their FacebookWith Your Brand


Create a Hyper-Targeted Campaign

Start with your big fish hit-list

Get even more granular with

job titles


#4Don’t Give Up Too Quickly


Source: InsightSquared

Your first attempt is the one most likely to connect


Be Prepared to Connect on the First Try


No One Wants To Hear A Sales Pitch


Discovery Questions

What is the current state ofyour account?

What is the desired state of your account?

When do you want to achieve these goals?

Use PPC to bridge the gap from A to B in “C” amount of time!!

A. B. C.


Connect Challenges With Solutions


Land Their Voicemail? Make it Count

Tell them who you are

Explain your intentions

Give them a reason to call you back

1

2

3



Likelihood of connecting plateaus

at 6 attempts


Defy Your Natural Instincts andPick Up the Phone Again



Contact Attempts - Rule of Thumb

Low-Quality Prospects –

3 Touch Minimum

Medium-Quality Prospects – 7

Touch Minimum

Top Notch Prospects –

Go Nuts!


#5Conquer Objections with

Real-Life Examples


Yeah, but…..


“SEO Is Good Enough For Me”


SEO Is Turbulent


People Actually DO Click On Ads

64.6%

35.4%Source: http://www.wordstream.com/blog/ws/2012/12/03/why-use-adwords


Mobile Is Killing SEO


Imagine You’re Stranded inBoston and Need a Hotel


Which Service Would You Use to Book?


Bottom Line: PPC & SEO Are Better Together


“PPC Didn’t Work For Us In the Past”


Dig Up The Old Account and Find the Culprit


The Account Was Poorly Organized


Their Landing Pages are Abominable

This site has been left untouched

since 1996!


They Neglected to Set UpConversion Tracking


…Or Track Their Call Conversions


They Didn’t Leverage theAlmighty Power of Remarketing


“I’m Happy With My Current Agency”

Great. Do you think there’s room for more

opportunity? How about a FREE

account analysis?


Run a Grader Report


Some Sections Will Be Downright Scary


Go Forth and Make It Rain

1. Vamp up your image

2. Pick your hit-list

3. Infiltrate their minds

4. Pick up the phone

5. Conquer objectionswith real-life examples


Want to Learn More About AnythingI Talked About Tonight?