Coaching Call #2

1. Coaching Call #2 April 16, 2013

2. Outline for Today’s Call • Short Poll • Lead Generation • Targeting by business types • Sales process • Converting leads to customers • Q and A

3. Poll # 1 • Are you tracking your marketing efforts now?

4. Poll # 2 • Do you know which of your marketing efforts are working?

5. Our competition and their approach to lead generation • Their outbound marketing is for the most part not personalized • Most of the competition is sending out generic messages without any personalization • This makes is difficult for the prospect to see themselves in the equation • They fail to pre-qualify the leads • The completion focuses on the service they provide

6. Our Approach • Our Services + the Needs of the targeted lead = Our way of entering into the targeted sector/niche • Success is rooted in customizing the message to the target sector/niche • The prospect can see themselves in the equation • Example • Doctors (parent sector) • Dermatologists (niche) • Plastic surgeons (niche) • Urologists (niche)

7. Our Approach • Attorneys) parent sector • Corporate attorney’s (niche) • Patent attorney’s (niche) • Personal injury attorney’s (niche) • D.U.I. attorney’s niche • We pre-qualify the leads • We focus on how our service benefits the bottom line of the business (R.O.I) • We ask the business to tell us what a new client is worth initially and over the lifetime of the relationship

8. Our Approach • We engage the lead by asking them questions to gain a clear understanding of the revenue stream of the business • Listen to the needs of the prospect • Offer solutions to those needs that “HELP” i.e. our negative review engagement can help prevent an unhappy client from venting the frustration publicly • We emphasis that we assist business in maximizing their profits by obtaining new clients for them while helping them keep the clients they already have • It takes years to develop a solid client base and seconds to lose it (reputation counts)

9. Mailings • Provide motivated leads • Lead must open and read your message • Lead must make the decision to either email you or pick up the phone and call you • If the lead either emails or calls you that lead has indicated they have an interest in hearing more about what you have to say and wants to hear more of what you have to offer

10. Content of a mailing • Great thought provoking headline (use words that create an emotional trigger) • Imagine (causes the person to immediately think themselves in the message) • Provide a graphic or graphics that helps the lead see themselves in the message • Provide an urgency for the lead to contact you • Provide a CC:list of the other local companies to whom you are also sending this offer

11. Best day of the week to send emails • Sunday (opened by clients on M, T and W) • We get the heaviest volume of responses to our outbound marketing on M, T, and W • You may receive responses several weeks later

12. Sample OB Lead Gen. Letter

13. Poll # 3 • Can you see how this type of mailing will work for you?

14. Poll # 4 • How many leads have you generated since our last call?

15. Direct Mail (Step 1) • Use an envelope size that would be associated with an greeting card or invitation • Do not include a return address on the envelope • Hand write the name and address of the recipient’s name and address • Avoid making the envelope perfect • The envelope should look like it’s coming from someone they know

16. Direct Mail (Step 2) • Field the inbound calls • Preferably have someone other than yourself answer the calls • Secretary • Recorded message “Thank you for calling ABC Marketing. We are on the phone with another client. Please leave us a message with your name, contact phone number and business name and we will get back with you as soon as possible.” • Do not immediately return calls • Research who the company is that called you, i.e. look at their online reputation, website and overall presence online so you are prepared when you speak with them

17. The Return Call • Hello. My name is John with ABC Marketing. I am returning Steve’s call can you please connect me with him? • Goal is to schedule a meeting and to sell them during that meeting, not now. • No sales pressure during this call, start with how did you hear about us? Then create a conversation that gets the person to want to hear more about your service. Remember, at this point the lead has received your email or direct mail, has read it and had enough interest to contact you to obtain more information. • I would like to set up a meeting so I can learn about your business to see if our services are a good fit for your business. • Make the tone of the call relaxed and easy-going

18. The FIRST scheduled call or in person meeting • Remember, no sales pressure • Approach this call / meeting as a way to provide valuable free information to the lead • Get them to understand this is not an expense, it’s an investment that provides solid returns with the added benefit of acting as an insurance policy through negative review engagement – a feature that only we offer.

19. The FIRST scheduled call or in person meeting • Main objective is to understand their business, build trust and have the lead understand that you really want to help them. Once the trust is established it becomes easier for you to help them. • Provide value during the call / meeting • Discuss how a Harvard Business school study found that each additional star rating in Yelp increased an average business by 5% - 9% and use the R.O.I Calculator . (Get the average customer value in terms of revenue.) • During this FIRST call / meeting you should the following: • A clear overall understanding of the business • Their problems • Their strengths • What their marketing budget is and or has been • Get them to provide you with referrals

20. The SECOND meeting • Go over how you can help them • How the platform will improve their bottom line while acting as an “insurance policy” • Harvard Business School study (increase in revenues) • Cone online influence study • 80% of potential new customers will not call a business with bad reviews (would you?) • 87% are influenced by the reviews they read about a business (i.e. itsreputation) • The platform will help retain current clients while helping the business get new clients

21. Close the Deal • Now is the time to SELL • Know your product! • Know the benefits of your product • Review the benefits of the platform • All Ease of obtaining positive reviews in less than 90 seconds by an of the following methods: • QR Code with Mobile devices (smart phones and tablets) • QR code next to cashier • QR code on business cards • QR code on invoices • QR Code customized for each employee • Text a short code • Click in a “Give us your opinion” button on website • Via emails sent out • Leave us your review link at bottom of widget on website

22. Custom Dashboard • Graph view of review ratings • Display of recent reviews • Display of recent social media postings • Display of reviews from the web • Display of recent Facebook posts • Display of recent Tweets • Display of individual employee reviews

23. Custom Dashboard • Ability to enable or disable each review site allowing the business to force reviews to certain review sites. i.e. they can force the reviews to Yelp by limiting the available review sites from the drop down • Ability to add a custom external site / review page • “In location” vs “at home functions” (explain I.P. posting functions) • External website URL for the reviews to post to for the business and the dynamic feed of the at page to the businesses website (Added SEO Value component)

24. Custom Dashboard • External website URL for the reviews to post to for the business and the dynamic feed of the at page to the businesses website (Added SEO Value component) • Monthly video function posting to clients YouTube channel • Negative review engagement • Instant SMS and email to one or more cell phone numbers and one or more email addresses with a real life example of this function • Review minimum 4 or 5 stars trigger • Ability to customize three opinion questions • Custom email thank you page for positive reviews and ability to provide a coupon or other incentive to visit the business again

25. Custom Dashboard • Custom email thank you page for negative review engagement with incentive to return to the business • Home page widget and ability to customize • Ability to customize Opinion page with three images, one of which can be a video • Added SEO value component to the website, local business listing in Google, external custom reviews URL, internal website reviews page all of which benefit from an SEO perspective from the added social affirmation signals that Google and other search engines look for as part of the way the rank websites in the search engine results

26. Custom Dashboard • Instant posting of all positive reviews to: • Client’s Facebook business page • Customer’s Personal Facebook page • Client’s website • Client’s widget • Client’s custom review site page provided by our platform

27. Q and A

28. Last Poll • Please take a quick one-question survey at the conclusion of this webinar.