Post on 28-Dec-2015
Introduction• Luther Landro– Offline Solution Provider– Enterprise Strategist– Entrepreneur
Purpose-built offline solutions
How Are We Doing This?• Training– Concepts & Theory– Servicing Start-to-Finish– Cover the Sales Angles
Refer to the training documents & assets
Why?• Why Not?–Markets are still expanding– New Business – Adaptation & Adoption– Cool Tools
All it takes is some steps & some action…
Works Best For…• Physical stores of any
consumer niche• Industry consultants &
advisors• Public figures• Aspirants
What Are We Doing?• Addressing Problems• Stewarding Reputation• Providing Access• Controlling Message• Raising Value / Bottom Lines
Summary Of Steps• Setup Your Project• Identify Problems & Triggers• Issue Stop-Gap Recommendations• Augment The Client Appearance• Proof Strategies With Traffic• Support With Offline Push
I. Setup Project• Approach this as a mission:– Objectives:
1. Find Prospects2. Contact Leads3. Close Deals & Receive Deposit4. Deliver Stunning Service5. Get Paid & Upsell
Setup Project• Approach this as a mission:– Staging:
1. Create Project & Client Folders2. Prepare To Take Notes3. Study Course Assets & Training4. Apply Process
2. Identify Problems• Self-Revealing– Check review sites, social media, etc– Owner reports & feedback– Locate & record specific instances– Bring them to owner attention– Discuss corrective action– Uncover & follow site referral backlinks
Find Triggers• See what’s driving the feedback:–Who is leaving the review?–Why is the review good/bad?– Is the review believable?
• Find the patterns, they are always there
2. Stop Gap• Plug the leak before it sinks the
ship:– Fix what that prompt complaints– Take a hard-line with clients
– Failure to STOP GAP will undermine your work
3. Augment Appearance• Core Deliverable– Fix / Create / Update Profiles• Social Media• Review Sites• Business Listings• Brand Site / Blog
Create The Ideal Profile• Unified Message Across Sites• Cross Link SoMed & Brand Site• Feed The Blog From SoMed• Drive preferred customers to
review sites with compelling content
4. Proof Strategies With Traffic
• Local Traffic – Already searching for your client• Couldn’t find anything worthwhile
– Augmentation Renews Client Presence• Consumers now finding updated
sites• Fresh content = fresh eyes = more
reach
Be Ready• Client’s Property–Must be ready to receive traffic• SEO friendly• Info / feature-rich with a purpose• Point offsite links to promotional
pages– Deliver reason, not just ability
Expansion Joint• Opportunity To Upsell– All for naught without any traffic–Monthly contract door opener– Paid traffic likely to produce
steady consumer revenue• Steady client for you
5. Offline Push• Leverage Existing Fan Base– Social Media• Ask in-store shoppers to participate
– Offer Value
– General• Signage, Couponing, Cards,
Promotions
Cautionary Notes• Don’t Over Analyze Publicity• Never Issue Falsehoods• Never Cover Up • Never Lie• Read Page 22
Free Tools• http://www.domaintools.com/
– Reveals domain info & seo visibility
• www.google.com/webmasters/tools/– Finds backlinks and other telling info
• www.google.com/trends– Shows trends in search, can be refined to regions
• https://adwords.google.com/o/KeywordTool– Locate effective keywords
Closing…• Read All The Materials Please• Don’t consider outsourcing
until you grasp the entire process & concepts– Everything is easily outsourced
Marketing Yourself• Less About You• More About Value–What can you do for them?–What is it you deliver?–Why is this helpful?• What problem does it solve?
You Deliver Solid Value• Positive Visibility• Proactive Review Response• Defeating Negativity• Increasing Reach• Establishing Social Proof
Target A Market• Go With What You Know– Industries you’ve worked in• Experience = Expertise
• Go With What You Can Find Out– Low-Hanging Fruit
Types Of Clients• The Fixer–Wants to fix problems– Genuine concern
• The Covert Operative–Wants to cover up mistakes– Doesn’t want to address problems
Prospects…• Problems reveal themselves
via content & properties• Don’t refuse business without
careful consideration– Be wary of covert operatives– Problems never go away
Prospecting• Search Local Businesses– Revealing Phrases (page 6)– Document a couple of reviews– Note lack of presence / updates
Ideal prospects have little-to-no presence
Target Profile• Local Clients– Limited presence– Poor reviews– Zero obvious effort• Unclaimed listing sites• No online features/info
Record What You Find:• Issues & reviews• Domain contact & business
info• Locations of client profiles– Or lack thereofDump info into a word document or note: just get it down so
you can see the big picture & patterns in the noise
Understand What You Sell• Features & Benefits– Page 16 of RM Guide– Used to highlight the value– Prompts creative ideas–Makes for powerful messages in
opening statements
Contacting Leads• You’ve compiled leads; now what?– Send An Email– Call For Appointment–Write A Sales Letter– Invite To Lunch or Webinar– Introduce Yourself Personally
Dodge The Gatekeeper• Misdirection– “I was trying to give feedback on
reviews, is there a manager I can speak with?”
– “I have important info for the owner about their reviews online right now”
Open Dialogue• Leverage Triggers– Fear, Growth, & Prevention
(page 18)
• Discuss online visibility & presence– Ask about consumer opinions• Ask for recorded positive
testimonials– Businesses Rarely Have Them
Compiled!
Listen For Qualifying Verbiage
• Buyers want to buy–Watch the client for signs they
are interested in buying and are comfortable• Good Questions• Laughs & ‘audible smiles”• Not pressuring you for time
Drive It Home• Consumers Searching Right Now!!– Where are they going?– Who controls the message?
• Control Social/Review/Listing Sites– Gives the business maximum reach &
potential
Ask YES Questions• Those Who Ask; Control– Ask things they can only agree with;
• See Page 19
• If you get NO, re-qualify them– Do they really need the service?– Are they hopeless?– Legitimately serviced
Go In For The Close• Best Part Of Sales!– If target is qualified:
• Interested in buying/knowing more• Buys these types of services• Needs the service
– Ask For The Sale!• “Can we start work now?”
Redirect• If Client Refuses To Buy– Re-Qualify• Re-state Features, Benefits, Value &
Deliverables– Complete Social Media/Review/Listing
Placement– Site Audit and Content Fixes– Traffic Optimization
DEAL CLOSED!• When client says YES…– Hand them a short contract• Indicate services to be performed• Payment Schedule
– 50% Upfront– 50% Upon Completion
• Sets All Expectations
Billing & Payments• Market Dependency– Feedback reveals price points• $295 Basic profile creation / update• $695 Elaborate w/ content• $1,000+ Advanced w/ Paid Traffic
– monthly
Service Delivery• Follow Outlined Steps• Outsource All or Some Steps– 1 Week Turnaround– 2 Weeks Max• Obviously long-term for paid SEO
Monitor• Setup Google Alerts• Create a ‘check-up’ process• Don’t let clients triple-change• Ensure changes are working
Upsell!• Watching the client reveal successes– Increase traffic & reach– Improved image
• Use past success to sell future results– Promo / Mobile Sites– Paid Ads & Traffic …etc