The majority of the times that I speak on Google AdWords is to explain how the entrepreneurs and companies can use the platform to obtain the maximum return of possible investment.
Nevertheless, days ago, I put myself to think about something¦
Rarely (or almost never) I speak of strategies exceeds how to sell Google AdWords to other companies.
Throughout my consulting trajectory as of AdWords I have had the opportunity to prospect to many companies with the idea to sell some service to them of Google AdWords.
Next I want to share some strategies to you that have worked to me to obtain sales rather well ð
Table of contents
- 1. Precalifica to the client
- 2. It identifies the needs of the client
- 3. Communicate you in the language of your client
- 4. Sample information of the sector of the company of the client
- 5. You never send a proposal of AdWords by email
- 6. Position to you as authority
- 7. You do not do it complicated
- 8. It makes clear the expectations
1. Precalifica to the client
Any company that needs to generate more sales is my client Juanito el Empresario
Although Google AdWords must as main objective generate more visitors and therefore clients to the companies, wanting to sell any type to him of company that fulfills that so general profile can be a great error (and loss of time)
When just it initiated to sell AdWords, was as Juanito, contacted all type of companies (It thought that everybody was my client)
With time I realized that existed certain types of companies that could remove benefit to him to Google AdWords much more (and to be clients by more time)
Before wanting to make a proposal of sales, it identifies or that type of company or client to which a campaign of Google AdWords can work him of better way.
First it predescribes and soon it realises a proposal.
In my case, these are some of the criteria that normally we considered:
- The company must count on an active website
- The company has the capacity to invest more than $300 dollars to the month in AdWords
- The company has the necessity to soon initiate to announce (and not in the future near)
Those are 3 of the things that you can take as it bases and that they must have yes or yes to be able to continue with the conversation (There are others more)
Doing correct pre qualification, will save long time, effort and money to you ð
2. It identifies the needs of the client
I believe that this it is the most important point of all.
It enters you know the company more that you want to sell the service of Google AdWords, many more opportunities you will have to close the project.
It is why it is important not to make a proposal in the first contact or call. That is a very common error.
(It is as to want to propose marriage in the first appointment)
First you must understand well which are the needs, objectives and model of business of the company.
Here the key is to ask and to listen. To ask and to listen. To return to ask and to listen.
On the basis of that you will be able to arm a proposal of Google winning AdWords that really satisfies the needs with the client.
It follows the technique of the sale of 2 visits. The first visit or first contact is to understand the client well and second it is to sell.
3. Communicate you in the language of your client
We are going to increase your rate of conversion in a 200% and to diminish your CPA in a 100% Pedrito Gurº de AdWords
You are not as Pedrito. The majority of the companies to which you want to sell Google AdWords, does not know terms as conversions or CPA.
(Sometimes they do not know more basic terms as impressions or CTR)
Before making a proposal, it identifies well which is the profile of the person with whom you will be speaking.
She is the marketing manager? He is the owner of the company? It has certain experience in Google AdWords or is the first time that is going it to use?
On the basis of that you can focus your proposal and your pitch of sales so that it makes sense for the client much more.
It uses the language that they can use and understand. This will bring very good results to you.
4. Sample information of the sector of the company of the client
This is something that I create enough is known (but not less cash).
Showing information of the sector of the company to which you want to him to sell AdWords generates confidence, empathy and authority with the client.
For example, if you want to sell Google AdWords to a university you can show to data and statistics of the educative sector.
Show to him how the searches of the sector have been increased years in the last, how other recognized universities more use AdWords and cases of success of companies of the educative sector (or similars) to which them has worked Google AdWords.
(If they are cases of success of your clients then far better) ð
5. You never send a proposal of AdWords by email
I must confess it¦
This I did it very many times.
The company told me seems to Me perfect Alan, You can send to the quote mail to Me
They spent days¦
And no longer it returned to listen of them (It seemed that the Earth had swallowed them)
Before making any movement, I must of them have invited to that we had a meeting or call to present the proposal to them.
Because this way your you can take the conversation and obtain that your possible client visualizes of better way how would be to work with you. (And not only he sees what you want to him to receive)
Also, it is a great form to deal with objections. Itself offers the proposal by email, perhaps your possible client concludes something that you could then treat during a call or actual presentation.
6. Position to you as authority
According to Robert B. Cialdini, author of the Influence book, one of the most important factors that you can use to influence a person (or company) is to position himself or to demonstrate that you are an authority in some subject in specific.
(In this case he would be in Google AdWords)
If your you demonstrate to your possible client that you have experience in Google AdWords, which you know how he works and that you are an authority in the subject, then it is much more probable that you manage to make the sale.
Here the question is¦ How I can demonstrate this authority?
Certifications, cases of success, testimonies or informative content on the subject through informative videos or articles can position to you as an authority.
This does not only work in AdWords if not in any other subject (Beam the test)
Also, this generates confidence to him with the client and without a doubt ð is a quite important factor at the time of making the sale
7. You do not do it complicated
I offer a website, one landing page, a campaign of email marketing, SEO, handling of social networks, Google to you AdWords and also irrigation your plants twice per week Hern¡n offers everything
It remembers that it enters simpler, often, is better.
Sometimes, by the same emotion to want to close a sale, we offer everything what one comes us to the mind. Nevertheless, this can be a weapon of double edge.
When you offer many services simultaneously, the client can delay in his decision of purchase and some cases (if you do not have much experience) of generating more confusion to him, which can avoid that it buys.
In the personnel, he has worked to me better not to offer EVERYTHING, if not only one or a few services and to explain them of very clear way.
This makes simpler the sale and is much more digestible for the company to which you want to him to sell.
8. It makes clear the expectations
This last point, can be that it does not help you to sell much, but I wanted it to include because it can avoid many headaches to you.
It remembers that the first step is to make the sale, the second step (and still more important) is to maintain to that client the greater possible time.
For this, you must leave well clearly is what this client is going to obtain from your service.
Once I close the sale, it leaves well established (and in writing) as are the entregables (reports), how they will be taking the communication (meetings and calls), and an estimation than they could be receiving as clients (click, conversions, etc.)
The idea of this last point, is to make a projection and to mention that perhaps you are not going to obtain thousands to them of sales in the first month but you must make clear what is the process and that with time they will be able to see the results through a positive movement in calls, leads and clients.
I hope that this mini guide you has been of utility and ð allows you to sell more services of Google AdWords
You have some other advice? Or something that has worked to you to sell AdWords? It would enchant to Me to know it! It leaves a commentary!
P.D. If your name is Juan, Pedro or Hern¡n, please you do not take you personnel ð (they are only examples, any similarity with the reality could be mere coincidence)