Winchester
BANNED
- May 5, 2010
- 974
- 1,903
You can find other parts here:
http://www.blackhatworld.com/blackhat-seo/making-money/367193-full-complete-guide-starting-your-offline-business.html
I'm sure some of you at this point in time are just like "Oh my god Winchester just stop telling me all this great information! It's too much!" but I'm not going to because quite frankly I need a break from Skyrim! Anyway let's go:
Lesson 8 - Google Engage Intro
We're going to start off by talking about a little gem known as Google Engage, while it may not seem like much to the experienced marketing professional getting into the Google Engage program offers quite a few perks:
You can join the Google Engage program by going to:
and selecting the country closest too you. Once you have done so you'll want to complete the sign up forum as follows:
Your AdWords accounts section:
Your details section:
About your business
About your online marketing experience:
In this section you just want to check off all the options and fill in the box with something like:
Do not use this exactly, this is a guideline statement
After that agree to the terms and conditions, and communications, fill in the captcha and sign up. With in 48 hours you should receive a call they'll ask you some basic questions like above, and usually approve the account. If you miss the call don't worry just give the number a call back and asked to be transferred to the Google Engage department - be sure to mention you just missed a call.
Lesson 9 -The Pitch (Selling Services to Clients)
Understanding the art of pitch is sometimes the most difficult challenge you will face in any business. Many people rattle with fear at the idea of pitching to a client, especially if it boils down to "cold calling" but even experienced pitchers like myself can hit a brick wall from time to time. There are however ways to improve your pitch and in this chapter we're going to break that down when it comes to the services you'll be able to provide your members via the Google Engage/partnership program.
Understanding the art of pitching starts with understanding the classic "5-step rotational sales model" as seen here:
Preparation phase: In the preparation phase its your job to find out as much as you can about your client, after all there is nothing more annoying than hearing the same canned pitch over and over again, if I was your client I want to hear how specifically you could help my business.
In this phase ask yourself the following:
Education Phase: In the education phase you are going to want to create a dialogue with the perspective client, making an initial pitch, telling them what you understand about their business already and asking what their needs are. Remember - one of the biggest secrets to any successful pitch is not the talking but the listening.
Pitch Phase: The pitch phase is sort of a sub-divided phase part one is about creating your pitch. Make sure to ask yourself the following questions:
Now when making your pitch be sure to follow the format:
The Discussion
The discussion is perhaps one of the most useful yet missed used phases of any pitch. When you sit down to have a discussion it needs to be a casual dialogue not more of you pitching while sitting down. A client is far more likely to buy if they feel your truly listening.
An important thing to understand is your clients business plan, when you get to the discussion point ask them what there plans are for this next year, and how they expect the market to change and evolve. Remember they are the experts in this category, discover what they know and show them how you can support this business.
Also look at who their competitors are, what they are successfully using to advertiser and how you can get a foothold over them. Ask if their are any competitors that your client is looking to over take; quite often the task isn't to be number one, but merely to be one above the competition! Also, make sure that you know what your clients unique selling point is.
Last but not least ask very specifically what type of support and services your client wants from you. Some clients will want you to do your job and stay out of their day to day business, others will want check-ups and insights in other aspects of their marketing effort. By knowing what type of client your dealing with you know how to tailor your interactions in advanced, and also take the amount of effort into account when examining your billing structure.
Further Reading
Google has also issued 3 handy PDFs filled with information on how to specifically sell adwords and analytic services
http://winchester-marketing.com/wp-content/uploads/2011/11/Google-AdWords-whats-in-it-for-you.pdf
http://winchester-marketing.com/wp-content/uploads/2011/11/Sales-Collateral.pdf
http://winchester-marketing.com/wp-content/uploads/2011/11/SMB.pdf
Part 3 in progress - will cover Detailed use of Google Adwords, Google Certification test advice, and start looking at mailout campaigns to set up meetings with clients
http://www.blackhatworld.com/blackhat-seo/making-money/367193-full-complete-guide-starting-your-offline-business.html
I'm sure some of you at this point in time are just like "Oh my god Winchester just stop telling me all this great information! It's too much!" but I'm not going to because quite frankly I need a break from Skyrim! Anyway let's go:
Lesson 8 - Google Engage Intro
We're going to start off by talking about a little gem known as Google Engage, while it may not seem like much to the experienced marketing professional getting into the Google Engage program offers quite a few perks:
- Free Adsense Training
- Free Analytics Training
- Free Marketing Brochures
- Free Google Partnership Certification Tests
- Free Google Adwords Coupons
You can join the Google Engage program by going to:
Code:
https://google-engage.appspot.comand selecting the country closest too you. Once you have done so you'll want to complete the sign up forum as follows:
Your AdWords accounts section:
Code:
[b]Are you applying as a business or an individual?[/b]: Individual
[b]Do you have an AdWords account?[/b]: Yes (or create one)
[b]Do you manage AdWords accounts for others?[/b]: Yes
[b]Do you have an AdWords MCC account?[/b]: Yes (or create one)
[b]Do you have an AdWords MCC account?[/b]: Enter the MCC account ID
[b]Are you a Google Certified Partner?[/b] No (entering yes means you loose your free test vouchers)Your details section:
Code:
Enter details truthfullyAbout your business
Code:
[b]Area of business[/b] Any but: event planner, hardware provider or email marketing based on the accounts I have opened those ones seem to get questioned more
[b]How many employees does your business have?[/b]: 10 - 50
[b]How many clients does your business serve?[/b]: 6 -20
[b]Are you a part of a larger agency network?[/b]: No
[b]Business website URL[/b]: Put a quick templated website minimal detailAbout your online marketing experience:
In this section you just want to check off all the options and fill in the box with something like:
Do not use this exactly, this is a guideline statement
After that agree to the terms and conditions, and communications, fill in the captcha and sign up. With in 48 hours you should receive a call they'll ask you some basic questions like above, and usually approve the account. If you miss the call don't worry just give the number a call back and asked to be transferred to the Google Engage department - be sure to mention you just missed a call.
Lesson 9 -The Pitch (Selling Services to Clients)
Understanding the art of pitch is sometimes the most difficult challenge you will face in any business. Many people rattle with fear at the idea of pitching to a client, especially if it boils down to "cold calling" but even experienced pitchers like myself can hit a brick wall from time to time. There are however ways to improve your pitch and in this chapter we're going to break that down when it comes to the services you'll be able to provide your members via the Google Engage/partnership program.
Understanding the art of pitching starts with understanding the classic "5-step rotational sales model" as seen here:
Preparation phase: In the preparation phase its your job to find out as much as you can about your client, after all there is nothing more annoying than hearing the same canned pitch over and over again, if I was your client I want to hear how specifically you could help my business.
In this phase ask yourself the following:
- What sector is my target client in?
- Do they have a website?
- If they have a website how is it currently used?
- Who are their major competitors in both an online and offline market?
Education Phase: In the education phase you are going to want to create a dialogue with the perspective client, making an initial pitch, telling them what you understand about their business already and asking what their needs are. Remember - one of the biggest secrets to any successful pitch is not the talking but the listening.
Pitch Phase: The pitch phase is sort of a sub-divided phase part one is about creating your pitch. Make sure to ask yourself the following questions:
- Did I listen to the needs my client brought up?
- If I was the client would I feel the solutions I am going to provide were an adequate response to my concerns?
- Did I research this industry to understand their primary target demographic?
- What sectors of the internet is this target most likely to use?
Now when making your pitch be sure to follow the format:
- This is who we are
- This is my experience
- This is how my experience related to you and what I know about you
- This is our 4 - 5 main points
- Focus on Point 1
- Focus on Point 2
- Etc
- Conclude to discussion
The Discussion
The discussion is perhaps one of the most useful yet missed used phases of any pitch. When you sit down to have a discussion it needs to be a casual dialogue not more of you pitching while sitting down. A client is far more likely to buy if they feel your truly listening.
An important thing to understand is your clients business plan, when you get to the discussion point ask them what there plans are for this next year, and how they expect the market to change and evolve. Remember they are the experts in this category, discover what they know and show them how you can support this business.
Also look at who their competitors are, what they are successfully using to advertiser and how you can get a foothold over them. Ask if their are any competitors that your client is looking to over take; quite often the task isn't to be number one, but merely to be one above the competition! Also, make sure that you know what your clients unique selling point is.
Last but not least ask very specifically what type of support and services your client wants from you. Some clients will want you to do your job and stay out of their day to day business, others will want check-ups and insights in other aspects of their marketing effort. By knowing what type of client your dealing with you know how to tailor your interactions in advanced, and also take the amount of effort into account when examining your billing structure.
Further Reading
Google has also issued 3 handy PDFs filled with information on how to specifically sell adwords and analytic services
http://winchester-marketing.com/wp-content/uploads/2011/11/Google-AdWords-whats-in-it-for-you.pdf
http://winchester-marketing.com/wp-content/uploads/2011/11/Sales-Collateral.pdf
http://winchester-marketing.com/wp-content/uploads/2011/11/SMB.pdf
Part 3 in progress - will cover Detailed use of Google Adwords, Google Certification test advice, and start looking at mailout campaigns to set up meetings with clients
Last edited:
