How to sale by Google Path. plan

Welcome
A trusted digital advisor is a client’s strategic partner. Clients actively seek out this person for advice about their digital marketing needs. The Selling in Digital course will help you establish this type of relationship with your clients. 

If you're a veteran seller, you'll refine your skills in selling digital marketing services and products, specifically Google AdWords. 

If you're a new representative, you'll get a strong foundation in how to become a valued partner to your clients.

This lesson will start your journey by helping you explain the digital marketing landscape to your clients.

When your clients understand how digital has changed today’s marketing practices, they’ll be more willing to listen to your recommendations.

It’s about building trust and telling a compelling story.

Telling the story of digital

Digital is different, and it’s changing the way consumers think about purchasing.

This might not be news to you, but your clients and prospects are not always aware of recent trends in digital marketing or how digital can help their businesses.

In this section, you’ll explore a compelling way to talk about digital so you can get clients on board with this major shift.

The changing path to purchase

It’s no understatement that the recent explosion of digital has changed our lives. Spending a little time on our phones before going to sleep is a nightly ritual, and the beeping or buzzing of those phones wakes us up in the morning.

Our devices are portals to the connected world, and they’re always less than an arm’s length away. So of course, digital has shaped the path to purchase for today’s consumer as well. Let’s take a look.

Non-linear micro-moments

The micro-moments that pique a customer’s interest happen in bursts, usually during short moments of time – an elevator ride, waiting for subway, standing in line for coffee. They can be sequential, but more often are non-linear.

I-Want-to-Know Moments

I-Want-to-Go Moments

I-Want-to-Do Moments

I-Want-to-Buy Moments

Ecosystem of touchpoints

As you saw, there are many kinds of micro-moments a consumer can experience. There are also tons of different kinds of touchpoints that can create these micro-moments. Your agency likely works with some of the examples below, all of which fit into a larger ecosystem.

Toggle the categories below to see how these touchpoints relate to the digital realm.

Pure digital

 

Can have digital components

Advertorials	Loyalty	Local	Call Center	Search	E-Marketplace	Blog
Mobile	Apps	Direct Mail	Push Notifications	Gaming Consoles	Video	Outdoor
Press Releases	Sponsorship	Door-to-Door	Signage	POS/in-store	Websites	Contests
Kiosks	Events	Aggregators	Display	Television	Print	Radio
Remarketing	Product Listing Ads	Email	Marketing Automation	Social	Product Placements	Infographics
Influencers	Presentations	Affiliates	Content Marketing	Display	PR	Sporting Events

Adding value to your organization

In addition to convincing your clients to embrace digital, you may need to convert people within your agency as well.

It may help them to know that your clients will ask for the next big thing in digital, but they likely won’t know much about it and could feel overwhelmed. You can provide value by guiding the client to relevant solutions and executing on digital strategies.

At the end of this lesson, we’ll give you two more resources from Google that can help you tell a compelling story to your clients and internal stakeholders

Building trust over time

By expanding your offerings and successfully demonstrating their effectiveness to your clients, you can establish yourself as a 

Trusted Digital Advisor 

to your clients.

Take a moment to think about your current clients. Which of them view you as a trusted digital advisor? These clients might be ready for a more robust digital strategy, which we’ll explore in Lessons 2 and 3.

If your clients don't view you in this way, there's a lot you can do to re-position your relationship with them. We'll show you how to do that in Lesson 5.

Main takeaways

• The digital marketing landscape and path to purchase are changing now, as customers are exposed to many stimuli and have instant access to research info.
• You need to demonstrate you’re on top of trends and can guide your customer as a trusted digital advisor.
• You may also need to convince people within your own agency, so you have their buy-in and can work on expanding your offerings.

Think with Google siteGoogle Trends siteThe Customer Journey to Online Purchase tool

Prospecting

Once you have a clear idea of how to talk about digital with your clients, make sure you have clients to talk to. You need a plan for how you’ll connect with business prospects.

A good plan starts with good prospecting habits.

In this lesson, you'll learn about the prospecting methods used by the most successful Google representatives.

There are many ways to warm up for a race. You might do jumping jacks or jog in place for a few minutes.

Similarly, there are many different ways to prospect.

As you explore the methods in this lesson, remember that they’re only suggestions. You’ll need to find what works for you.

Let’s explore the 10 ways that the best Google representatives set themselves up for success.

Tip #1: Prospect every day

Top reps spend some time every day setting meetings for potential new business.

For a salesperson, prospecting is like weightlifting for an Olympic sprinter. He gets medals and attention from winning races, but without that time in the gym, his performance would suffer.

Make prospecting part of your daily sales fitness routine.

Tip #2: Be and sound confident

People buy from confident people.

Keeping a full pipeline will help you feel confident, but also make sure you sound confident, especially in the phrasing you use.

Tip #3: Sell meetings, not 

products

Avoid talking too much about your products and services. Impress your prospect with insight, not obscure terminology and industry lingo.

Prospecting is successful when your contact agrees to a short meeting. During the meeting, you can learn more about them and gain more of their trust.

Tip #4: Focus on them

Your prospects want to hear about how you can solve their business problems. The quicker you get to the point, the better!

Practice explaining your services in a way that quickly gets to the benefits. Some people call this type of positioning statement a “hook.”

The hook shown here isn’t very effective. Before we continue with your list of best practices, let’s try to improve it.

Correct.

Yes. Evidence is one component of a good hook. Before they’ll trust you with their marketing needs, they want to know that you can deliver measurable results.

Good choice! Prospects will want to know if you have experience that’s relevant to their business. You might mention campaigns for companies in the same industry, vertical, or locale.

You don’t want to overwhelm your prospect with jargon, but it can help to mention how your efforts were successful. This positions you as the expert.

Your hook should make it very clear how your marketing expertise will help the prospect’s business perform better.

From the list below, select the four elements you think will make for an effective hook.

Evidence of success

AdWords terminology

Proof of relevance

Why it works

A name drop

Benefit to them

Pitch must content above subjects while prospecting...

Great! You improved this hook simply by incorporating these four small components:

• Evidence of success
• Proof of relevance
• Why it works
• Benefit to them

Now, continue to explore the remaining best practices.

Voice mail are not famous in India..

Tip #7: Ask for referrals

Many representatives get the majority of their new leads from referrals. Yet there aren’t that many representatives who spend a meaningful amount of time seeking referrals from their happy clients.

Referrals are often the most pre-qualified leads you get, and the most likely to buy.

We’ll examine how to ask for referrals in a later lesson.

Tip #8: Keep score

Usually, the first step in improving something is to start measuring it.

The best Google representatives track their numbers so they can keep themselves accountable to their goals. They typically track a variety of metrics such as dials, contacts, leads, and more.

Tip #8: Keep score

Sabine tracks the same metrics that many top sales reps do. They help her answer important questions about her own performance.

Tip #9: Make it fun

If you’re prospecting every day like you should be, it might start feeling a bit repetitive. Plus, it’s hard work. The best sales representatives find ways to keep it interesting and to reward themselves for putting in the time.

Get creative! Here are some ideas to get you started.

Do you love coffee? Don’t get that latte until you set your first appointment.

Make it a friendly competition. The person with the most contacts before lunch gets a free lunch, paid for by the rest of the sales team.

Tip #10: Be enthusiastic

Rarely will prospects be as excited about a product or service as you are. After all, if they knew what you could do for them, they would have called you!

Don’t hesitate to let your enthusiasm show in the little details: The tone of your voice, how quickly you speak, what words you use.

Main takeaways

• Be systematic. Craft a daily prospecting routine and track your productivity.
• Focus on getting a meeting with your prospect. The sale itself will come later.
• Know what your prospect cares about. How will what you have benefit them?

Main takeaways

• Like most activities, success in networking is about preparation. Be ready with your answers to common questions.
• Research the people who will be at the networking event. Prepare questions for them.
• Don’t let business cards disappear into a dusty drawer! Follow up promptly after the event. Update your CRM tools and reach out to the people you met.

Main takeaways

• Meetings are high-pressure situations. Feeling prepared will help you feel confident.
• Define the outcome you want for the meeting. This will help you stay focused while you’re in the meeting room.
• Use a template to prepare for each meeting.

Meeting preparation templateTips for meeting preparation

Rahul Ingle (L.I.O.N)