go back to your folder and study up on the client and the niche. Dont overdo or overthink it - a rule of thumb, the longer you wait to call, the harder it will get and the more you will want to prepare yourself, only to let it slip through your fingers. Failure is not an option! BullSh!t Failure will almost be certain, unless your extremely lucky, made the prepwork so good that even with a bad start the prospect wants to know more or your just a freak of natur -an ubermensch. Have this in mind: you have one goal and one goal only with the callback - Setting up a face to face meeting (be it in person, gotomeeting, skype or whatever makes you able to directly communicate with the prospect). The less you talk and more focus on getting the meeting, the better.
7. The meeting: write down questions that actually makes sense to ask in order to make the best actionplan possible for the client. You need to max out all the details of ensuring the best possibe meeting. Send your own branded whitepaper provided in this tread, to prep the prospect. Here your delivering the perfect reciprocation item: "I have studied some of the sharpest minds in online and offline marketing, gathered some of the freshest reports and summarised them in this report. This report is normally $ 200, but since I want us to be on the same page for the meeting I have enclosed it as a gift to you. blah blah blah"
Suit and tie, polo and chinos, hawaian shirt and shorts - dress properly. Sidenote: clean nails Study the material again and get some more questions ready. [...............] Paretos law 80/20: 80 listen / 20 talk.
You have two main focuspoints
# make them really FEEL the bad reviews, put them in the right mood, make them sick.
# give them the remedy, the benefits, the solution to their problem.
Again, DONT go into to techtalk. 7878 said it so many times: dont focus on the HOW, focus on the WHY. That applies to all aspects of selling, so the more you train on this, the better you will close. When discussing the pricing: you've already made the guy feel really sick to his stomach and you provided the medicine, he feels better and sees the light in the tunnel. How much is it worth to him? A sh!tload, in that moment. Up front money and a monthly - dont be shy, your doing this guy a favor - your his hero! How can I defend the monthly cost? You shouldn't have too, if proper executed (read sold). But it all boils down to perceived value: your making the tested and proved sketches for the graphical material (actual value), the hosting of a reviewsite (actual value), the tested html code sequence (actual value), your training of the staff/owner (value), your weekly or mothly reports etc etc etc etc. AND! should you want to spice it up: strengthen the owners notion of perceived value and deliver some actual actionable value (either as a bonus or as an upsell / better go upsell with discount - "normally this mobile landing page costs $ 395 setup and $ 69 / month. Just pay me the setup fee and I will add it to your reviewhostingplatform". You just gave incredible value, heavily discounted.)
8. Closing: Ok, you didnt fail totally, the prospect wants to become a client. Now what? Dont leave that meeting without a written commitment, either by cash/cheque/napkin agreement. The prospect is in the exact right mood, you want them hooked NOW, a few hours later they will have forgotten everything, now you have the momentum - finalise! Already set up the next meeting and make plans to prep the staff/customers. The less left hanging in the air, the better.
9. Execution: depending on the niche and client, the battleplan should be laid out based on the meeting and Q&A. 7878s general battleplan is a no-brainer, should be made the base of everything you plan to do for the client. Does it stop there? Why should you charge a monthly? First off. This is rehabilitation and prevention. Rehab in the sense that knowing which parts of the bad reviews reoccur time and time again = fix, prepping the staff and keep training them to get better and better to pinpoint the right kind of reviewers, prepping the customers (what will up the conversion), report bad and good reviews (let them know when things are going good). Add additional value(see above). (example: A customer wrote something bad on the Facebook wall of the client - you know this cuz your monitoring all your clients. You inform and give suggestions to neutralise the situation - maybe even upsell an additional service of handling their FB responses). And all the 100s of other things you can do to keep the client happy.
10. No calls: Something obviously went wrong. 0/20 in response is a no way. This is why you need to call. Dont even consider the first few calls a "sell". You are seriously concerned that some a$$hole at the postoffice went mental and shot up offices instead of delivering this priceless package. "blah blah... just calling to check up on whether or not you have received a mysterious package filled with bad kharma." Yes/No. "Great, when would you be able to meet up to discuss the proper action in this matter?"... He would prolly go into defensive mode "Hold your horses, im not signing up to anything!". Ok, time to start asking questions and S T F U and listen. Meeting booked or another bankrupt company in the making (anyone who doesnt even want to meet to at least suck out all information in such a serious matter is surely a retardo).