@ryandeiss | #500strong

IDEAL SALES CONVERSATIONSHOW TO

PRE-ENGINEER

RYAN DEISS CEO, DigitalMarketer.com

@ryandeiss | #500strong

@ryandeiss | #500strong

@ryandeiss | #500strong

@ryandeiss | #500strong

“We’ve been spending a lot of time together, and I would like us to

spend even more time together. Will you marry me so we can spend the

rest of our lives together?”

IDEAL SALES CONVERSATION: MARRIAGE

@ryandeiss | #500strong

DESIRABLE PRECEDING ACTION: Spending lots of time together. (i.e. dating)

OBVIOUS NEXT STEP: Marriage

IDC: MARRIAGE

@ryandeiss | #500strong

THE QUESTION YOU MUST ANSWER:

What is the preceding action that will ultimately lead your prospect to initiate

an Ideal Sales Conversation?

(a.k.a. What’s your “let’s grab some coffee”…?)

@ryandeiss | #500strong

@ryandeiss | #500strong

This ain’t it…

@ryandeiss | #500strong

–Your Demo Page

“Do you want to give me some of your time now in the hopes that you’ll be

able to give me even MORE TIME and MORE MONEY in the future?”

@ryandeiss | #500strong

Or to put it another way…

@ryandeiss | #500strong

REMEMBER: It DOES hurt to ask…

@ryandeiss | #500strong

REMEMBER: Getting a “lead” is NOT

good enough… (ex. douchbag at trade show)

@ryandeiss | #500strong

1. Imagine your “Ideal Sales Conversation” - Who is there? Where is it taking place? What are you talking about?

2. Brainstorm “Desirable Preceding Actions” that will initiate your “Ideal Conversation”

3. Create Entry-Point Offers that funnel prospects into “Desirable Preceding Actions”

4. Advertise and promote your new EPOs, and let the conversations begin!

How To Pre-Engineer an ISC

@ryandeiss | #500strong

@ryandeiss | #500strong

“Since you’re planning to build/grow an internal digital marketing team, would you like to use our tools to

streamline and automate the training and on-boarding process?”

IDEAL SALES CONVERSATION: DIGITALMARKETER HQ

@ryandeiss | #500strong

ENTRY-POINT OFFER EXAMPLES

@ryandeiss | #500strong

@ryandeiss | #500strong

DESIRABLE PRECEDING ACTION: “You just downloaded one of our hiring guides…”

OBVIOUS NEXT STEP: “…would you like to use our tools to train and on-board that person once you hire them?”

ISC: DM HQ

@ryandeiss | #500strong

@ryandeiss | #500strong

DESIRABLE PRECEDING ACTION: “You just attended our webinar on ‘How To Build an In-House Digital Marketing Team’…”

OBVIOUS NEXT STEP: “…now that you know how to structure and organize your team, would you like to use our tools to train and on-board them?”

ISC: DM HQ

@ryandeiss | #500strong

@ryandeiss | #500strong

DESIRABLE PRECEDING ACTION: “You just posted an open digital marketing position on our job board…”

OBVIOUS NEXT STEP: “…would you like to use our tools to train and on-board that person once you have them?”

ISC: DM HQ

@ryandeiss | #500strong

@ryandeiss | #500strong

DESIRABLE PRECEDING ACTION: “You just downloaded our ‘Modern Marketing Growth Plan’…”

OBVIOUS NEXT STEP: “…now that you know how to structure and organize your team, would you like to use our tools to train and on-board them?”

ISC: DM HQ

@ryandeiss | #500strong

@ryandeiss | #500strong

MORE EXAMPLES OF ENTRY-POINT OFFERS

@ryandeiss | #500strong

@ryandeiss | #500strong

DESIRABLE PRECEDING ACTION: “Now that you have entered our Black Friday Sale…”

OBVIOUS NEXT STEP: “…why don’t you put that discount code to good use with this amazing purse?”

ISC: KATE SPADE

@ryandeiss | #500strong

DESIRABLE PRECEDING ACTION: “Now that you’ve had me remove that disgusting pee stain from your rug…”

OBVIOUS NEXT STEP: “…why don’t I just clean the rest of your carpets since I’m already here?”

ISC: CARPET CLEANER

@ryandeiss | #500strong

@ryandeiss | #500strong

DESIRABLE PRECEDING ACTION: “Now that we’ve loaded up that broken, old TV…”

OBVIOUS NEXT STEP: “…is there anything else you’d like us to haul off since we’re already here?”

ISC: 1-800-GOT-JUNK

@ryandeiss | #500strong

REMEMBER: The job of marketing isn’t

to close the sale…

@ryandeiss | #500strong

SURE! THAT SOUNDS GREAT!

WANT TO GET SOME COFFEE?

…it’s job is to START an “Ideal Sales Conversation.”

@ryandeiss | #500strong

THANK YOU!

RYAN DEISS CEO, DigitalMarketer.com

@ryandeiss ryan@digitalmarketer.com