netmoney1
Elite Member
- Feb 21, 2012
- 3,429
- 11,101
I have received a lot of PM's over the past few months and they all basically asked the same thing. They wanted to know how to get offline clients for a wide range of services and crap. First, there isn't a manual for this. What works for one person or in one geographical area will not work for someone else in another location.
To find hot methods you need to test. Now, this doesn't mean you need to break the bank. But you will need to work. Not 9-5, not Monday - Friday. It is funny, one request said that they wanted to do offline because they were sick of working hard and wanted a normal 9-5 schedule. If that is your mentality then go work for someone else. When you run your own show you hold the bag. You are responsible for everything. Your clients, your employees - EVERYTHING is on your shoulders.
With that being said I am going to attempt to drop some ideas on a more regular basis in the offline section. Not cookie cutter sh#t that you can just take and copy....instead some examples to kick your mind into gear.
If you REALLY want to land clients then you need to stand out form the rest. Businesses get hammered daily with offers via email, phone, and mail. Every day. Non-stop. And guess what...EVERY SINGLE solicitation claims the same "WE CAN HELP YOUR BUSINESS GROW"
BLAH BLAH BLAH...
Want to stand out from all the Lemmings pitching the same angle??????
Then you need to SHOW and not just TELL...
A business owner doesn't want to HEAR how you will magically make his wallet fatter - he wants you to SHOW him.
You need to PICK his or her brain - find out as much info as you can about the business. The strengths. The weaknesses. Where they feel they need to improve. EVERYTHING.
Then you need to use your brain. You see, the ones that just offer the same bullshit to every single person that will listen to them will get the same answer at the end of the day: "NO THANK YOU!"
Stand out. PROVE YOUR WORTH.
Make them realize that you know your shit and that you can actually provide a value aside from just the service you are pitching. If you can do that the business owner will not only jump on what you are pitching but you will now be the go-to guy when it comes to all of their online marketing and web needs. And they will be quick to tell their business contacts about "their guy" who is freaking amazing - and before you know it businesses will be knocking YOUR door down.
Would you like to pick and choose who you work with instead of just taking whatever you can rope in? If you didn't say, "FU#K YEAH" then you should just close this and click http://www.mcdonalds.com/us/en/careers.html.
So, let's take a look at a real life example of how proving your worth beyond your service leads to a sh#tstorm of business.
Client: Car Dealership
Original Contact: Client contacted us via our website looking for local SEO
Budget: They said they had $1,500 to work with (businesses will also start small - I always assume they aren't showing their hand - so I take that as they have $3,000 monthly to work with)
Process:
Meeting:
Cut to the chase and point of this thread...the client comes in thinking you have a great SEO plan...which yes, we did. It was also priced high at $3,000/month. This also brings up a point. Get your worth. Fu#k a few hundred dollars a month. Now, how to "show your worth"...
In addition to the local SEO plan there were several other "ideas" for this car dealer...
So, now begins the process of really finding out about the business. There is no script - simple dialogue between me and the business owner. Don't sound like a freaking robot - don't sound like you are trying to pitch something. Pay attention, listen and ask the right questions. The information you get back is going to determine what you throw at the business owner to get them on the hook to sign that local SEO contract.
What I Gathered From The Brain Picking Session:
BINGO...
The business owners weakness was identified.
He was almost emotional when he mentioned that their retention rate for buyers was low - you could tell he took it personally.
Now, there are several reasons....not as many people are buying new cars every 2-3 years like before. Many are trying to keep them on the road as long as possible once they are paid off in order to avoid a car payment. But...there are enough people that get into new cars every 3-4 years to make retaining them VERY worthwhile.
So, I immediately went into an idea to help keep those buyers "close" and thinking about the dealership...that way when they need a new car, or their spouse, children, neighbor, friend, or co-worker needed a car the dealership would be on the tip of their tongue.
A buyer loyalty program.
What is the one reason you go back to the dealership after buying a new car? Oil changes. Some manufacturers even offer free oil changes with their warranty - but the lines he carries do not.
So, I asked him what it costs him to do an oil change...an average price considering the models of cars they sell.
He replied with "$30 including all internal costs"
So, I asked, "Is it worth $480 to keep each new car buyer coming back to you for the next 4 years?"
He replied,"Well fuck yeah it is!"
The new cars don't require their oil changed as often - about every 3 months. So, that is about 4 free oil changes a year. $120 per year per car buyer. 4 years - $480.
He also has a hands free car wash on the property. It is $5. I asked him what is costs to run one car through it.
He said - "Just the water - the soap and chemicals are all provided in exchange for signage on the car wash."
Less than $500 is NOTHING. He agreed.
I Tossed out the requirements:
What they get in return:
After the suggestions...and going back and forth with the business owner he was excited. Now, he has already been told that the local SEO is $3k a month prior to even pitching this idea. He asked how much more it would cost to roll this out. Then you drop the bomb...NOTHING...
Then you explain that you are the marketing expert and as an added benefit you will gladly make suggestions, etc that could potentially help the business. When they feel that you have their best interest in mind the guard is down. They see an added value. You now are not just "the SEO company" - you are the marketing pro that they will turn to - and you can then bring additional ideas to them. "We should do PPC" or something else.
The above example took 15 minutes to set up as well once the contract was signed. Set up the "customer loyalty program" page on their website - link an autoresponder - create a welcome email that instructs them to Like the FB page and Follow the Twitter - now, not all will do this...but by making it sound like it is a requirement they do. Some even contacted the dealer (older people) and asked how to set up a twitter - so they are obviously responsive to it.
Now, BOTH SIDES WIN...
CLIENT WINS BECAUSE:
YOU WIN BECAUSE:
So, the moral of the story: go above and beyond from what others are doing. Command attention, then command premium fees.
NOTE: This is just an EXAMPLE - don't go trying to pitch this to every car dealer. This is meant to stimulate your BRAIN - so you can think of ideas. Simply copying something WILL NOT benefit you. Get creative.
To find hot methods you need to test. Now, this doesn't mean you need to break the bank. But you will need to work. Not 9-5, not Monday - Friday. It is funny, one request said that they wanted to do offline because they were sick of working hard and wanted a normal 9-5 schedule. If that is your mentality then go work for someone else. When you run your own show you hold the bag. You are responsible for everything. Your clients, your employees - EVERYTHING is on your shoulders.
With that being said I am going to attempt to drop some ideas on a more regular basis in the offline section. Not cookie cutter sh#t that you can just take and copy....instead some examples to kick your mind into gear.
If you REALLY want to land clients then you need to stand out form the rest. Businesses get hammered daily with offers via email, phone, and mail. Every day. Non-stop. And guess what...EVERY SINGLE solicitation claims the same "WE CAN HELP YOUR BUSINESS GROW"
BLAH BLAH BLAH...
Want to stand out from all the Lemmings pitching the same angle??????
Then you need to SHOW and not just TELL...
A business owner doesn't want to HEAR how you will magically make his wallet fatter - he wants you to SHOW him.
You need to PICK his or her brain - find out as much info as you can about the business. The strengths. The weaknesses. Where they feel they need to improve. EVERYTHING.
Then you need to use your brain. You see, the ones that just offer the same bullshit to every single person that will listen to them will get the same answer at the end of the day: "NO THANK YOU!"
Stand out. PROVE YOUR WORTH.
Make them realize that you know your shit and that you can actually provide a value aside from just the service you are pitching. If you can do that the business owner will not only jump on what you are pitching but you will now be the go-to guy when it comes to all of their online marketing and web needs. And they will be quick to tell their business contacts about "their guy" who is freaking amazing - and before you know it businesses will be knocking YOUR door down.
Would you like to pick and choose who you work with instead of just taking whatever you can rope in? If you didn't say, "FU#K YEAH" then you should just close this and click http://www.mcdonalds.com/us/en/careers.html.
So, let's take a look at a real life example of how proving your worth beyond your service leads to a sh#tstorm of business.
Client: Car Dealership
Original Contact: Client contacted us via our website looking for local SEO
Budget: They said they had $1,500 to work with (businesses will also start small - I always assume they aren't showing their hand - so I take that as they have $3,000 monthly to work with)
Process:
- Scheduled meeting to discuss the local SEO plan
- Researched as much information about their business, competition, and current marketing - current PPC ads, current SEO efforts, print, radio, tv, etc - EVERYTHING
- Developed a local SEO plan & proposal
- Came up with several "other ideas" to keep in my back pocket - and throw out there as needed during the meeting
Meeting:
Cut to the chase and point of this thread...the client comes in thinking you have a great SEO plan...which yes, we did. It was also priced high at $3,000/month. This also brings up a point. Get your worth. Fu#k a few hundred dollars a month. Now, how to "show your worth"...
In addition to the local SEO plan there were several other "ideas" for this car dealer...
So, now begins the process of really finding out about the business. There is no script - simple dialogue between me and the business owner. Don't sound like a freaking robot - don't sound like you are trying to pitch something. Pay attention, listen and ask the right questions. The information you get back is going to determine what you throw at the business owner to get them on the hook to sign that local SEO contract.
What I Gathered From The Brain Picking Session:
- The dealership makes their money from new car sales
- They don't make a high margin on small service jobs/routine maintenance
- They do make nice money on specialty repairs
- They want to pull in new car buyers
- Their retention rate of clients was shit - a VERY VERY VERY small percentage of car buyers returned to purchase a second, third, etc car from the dealership years down the road
BINGO...
The business owners weakness was identified.
He was almost emotional when he mentioned that their retention rate for buyers was low - you could tell he took it personally.
Now, there are several reasons....not as many people are buying new cars every 2-3 years like before. Many are trying to keep them on the road as long as possible once they are paid off in order to avoid a car payment. But...there are enough people that get into new cars every 3-4 years to make retaining them VERY worthwhile.
So, I immediately went into an idea to help keep those buyers "close" and thinking about the dealership...that way when they need a new car, or their spouse, children, neighbor, friend, or co-worker needed a car the dealership would be on the tip of their tongue.
A buyer loyalty program.
What is the one reason you go back to the dealership after buying a new car? Oil changes. Some manufacturers even offer free oil changes with their warranty - but the lines he carries do not.
So, I asked him what it costs him to do an oil change...an average price considering the models of cars they sell.
He replied with "$30 including all internal costs"
So, I asked, "Is it worth $480 to keep each new car buyer coming back to you for the next 4 years?"
He replied,"Well fuck yeah it is!"
The new cars don't require their oil changed as often - about every 3 months. So, that is about 4 free oil changes a year. $120 per year per car buyer. 4 years - $480.
He also has a hands free car wash on the property. It is $5. I asked him what is costs to run one car through it.
He said - "Just the water - the soap and chemicals are all provided in exchange for signage on the car wash."
Less than $500 is NOTHING. He agreed.
I Tossed out the requirements:
- Applies to new car purchases only
- Buyer must connect with the dealerships Facebook and Twitter pages
- Buyer must subscribe to the "loyalty newsletter" (email)
What they get in return:
- Free oil change every 90 days (4 per year) - includes topping off and checking fluids, air pressure, etc
- Free car wash WEEKLY
After the suggestions...and going back and forth with the business owner he was excited. Now, he has already been told that the local SEO is $3k a month prior to even pitching this idea. He asked how much more it would cost to roll this out. Then you drop the bomb...NOTHING...
Then you explain that you are the marketing expert and as an added benefit you will gladly make suggestions, etc that could potentially help the business. When they feel that you have their best interest in mind the guard is down. They see an added value. You now are not just "the SEO company" - you are the marketing pro that they will turn to - and you can then bring additional ideas to them. "We should do PPC" or something else.
The above example took 15 minutes to set up as well once the contract was signed. Set up the "customer loyalty program" page on their website - link an autoresponder - create a welcome email that instructs them to Like the FB page and Follow the Twitter - now, not all will do this...but by making it sound like it is a requirement they do. Some even contacted the dealer (older people) and asked how to set up a twitter - so they are obviously responsive to it.
Now, BOTH SIDES WIN...
CLIENT WINS BECAUSE:
- They now have a local SEO provider
- They now have a new program designed to retain customers in an effort to turn them into repeat buyer and referral sources
- They now have social interaction and a following they can present offers to - helps keep their name in front of the buyers
- They now have a "go-to" marketing pro
- They feel like they are receiving personalized attention, rather than some generic cookie cutter service
YOU WIN BECAUSE:
- You now have a loyal client
- You can now command a premium price because of your expertise
- You are now the first thought when the client wants to explore additional marketing methods
- You are now the first person the client will tell their friends about
- You now have people coming to you - and seeking your expertise
So, the moral of the story: go above and beyond from what others are doing. Command attention, then command premium fees.
NOTE: This is just an EXAMPLE - don't go trying to pitch this to every car dealer. This is meant to stimulate your BRAIN - so you can think of ideas. Simply copying something WILL NOT benefit you. Get creative.
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