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Critical Success Strategy

Critical Success Strategy. Performing Rep-Man Like A Pro With No Budget & Little Time. Introduction. Luther Landro Offline Solution Provider Enterprise Strategist Entrepreneur Purpose-built offline solutions. How Are We Doing This?. Training Concepts & Theory

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Critical Success Strategy

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  1. Critical Success Strategy Performing Rep-Man Like A ProWith No Budget & Little Time

  2. Introduction • Luther Landro • Offline Solution Provider • Enterprise Strategist • Entrepreneur Purpose-built offline solutions

  3. How Are We Doing This? • Training • Concepts & Theory • Servicing Start-to-Finish • Cover the Sales Angles Refer to the training documents & assets

  4. Why? • Why Not? • Markets are still expanding • New Business • Adaptation & Adoption • Cool Tools All it takes is some steps & some action…

  5. Works Best For… • Physical stores of any consumer niche • Industry consultants & advisors • Public figures • Aspirants

  6. Requirements • 1 Hour Setup • 1 – 2 Hours of Research • 2 – 4 Hours of Work • Light Sales

  7. What Are We Doing? • Addressing Problems • Stewarding Reputation • Providing Access • Controlling Message • Raising Value / Bottom Lines

  8. 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

  9. I. Setup Project • Approach this as a mission: • Objectives: • Find Prospects • Contact Leads • Close Deals & Receive Deposit • Deliver Stunning Service • Get Paid & Upsell

  10. Setup Project • Approach this as a mission: • Staging: • Create Project & Client Folders • Prepare To Take Notes • Study Course Assets & Training • Apply Process

  11. 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

  12. 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

  13. 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

  14. 3. Augment Appearance • Core Deliverable • Fix / Create / Update Profiles • Social Media • Review Sites • Business Listings • Brand Site / Blog

  15. 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

  16. 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

  17. 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

  18. 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

  19. 5. Offline Push • Leverage Existing Fan Base • Social Media • Ask in-store shoppers to participate • Offer Value • General • Signage, Couponing, Cards, Promotions

  20. Cautionary Notes • Don’t Over Analyze Publicity • Never Issue Falsehoods • Never Cover Up • Never Lie • Read Page 22

  21. 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

  22. Closing… • Read All The Materials Please • Don’t consider outsourcing untilyou grasp the entire process & concepts • Everything is easily outsourced

  23. Selling ReputationManagement Services

  24. 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?

  25. You Deliver Solid Value • Positive Visibility • Proactive Review Response • Defeating Negativity • Increasing Reach • Establishing Social Proof

  26. 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

  27. Target A Market • Low-Hanging Fruit • Consumer Services • Entertainment • Food Service • Contractors

  28. 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

  29. Prospects… • Problems reveal themselves via content & properties • Don’t refuse business without careful consideration • Be wary of covert operatives • Problems never go away

  30. 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

  31. Target Profile • Local Clients • Limited presence • Poor reviews • Zero obvious effort • Unclaimed listing sites • No online features/info

  32. Record What You Find: • Issues & reviews • Domain contact & business info • Locations of client profiles • Or lack thereof Dump info into a word document or note: just get it down so you can see the big picture & patterns in the noise

  33. 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

  34. 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

  35. 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”

  36. 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!

  37. 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

  38. 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

  39. 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

  40. 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?”

  41. 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

  42. 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

  43. Billing & Payments • Market Dependency • Feedback reveals price points • $295 Basic profile creation / update • $695 Elaborate w/ content • $1,000+ Advanced w/ Paid Traffic • monthly

  44. Service Delivery • Follow Outlined Steps • Outsource All or Some Steps • 1 Week Turnaround • 2 Weeks Max • Obviously long-term for paid SEO

  45. Monitor • Setup Google Alerts • Create a ‘check-up’ process • Don’t let clients triple-change • Ensure changes are working

  46. 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

  47. Conclusion • Thank you! • Go Get Them! • Feedback or Problems? • www.hotgatessupport.com

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