Scripts & Presentations

  • We’ll be relying on you to create scripts
    • Scripts should vary vastly between your target audience
      • Ex: Contractors vs. Other industries
  • For lead gens, the “Interview Method” has worked well:
    • Make the client feel as though they are interviewing for the system. However, this should still feel like a conversation, not a full blown interview.
    • Questions to ask:
      • What services do you provide? Can you list them all for me?
      • How long have you been in business?
      • What zip codes do you serve?
      • How many employees do you have?
      • What were your sales last year?
        • Do you know how much you made after expenses and taxes?
      • Tell me about what your future in “INDUSTRY” looks like? Your vision, how big you’d like to get, etc…
      • What does success look like for you? i.e. more money, more employees, etc…
      • What interests you most about this automated referral engine?
      • What’s prompting you to do marketing now as opposed to in the past?
      • Have you tried any marketing in the past? Did it work – yes/no?
      • “Do you have a budget allocated for marketing? If so, how much?”
      • “Hypothetically, let’s say a call comes in from someone looking for your service. What do you do to close them?”
      • Are you looking at any other marketing solutions right now?
      • Go for the close
  • General Outline of a presentation call:
    • This is for once you’ve moved a prospect in the sales process to the presentation/meeting stage.
      • Intro/build rapport
      • Ask questions and get to know their business
        • Build more rapport as you hear them answer these questions. This should be a conversation, not an interview.
      • Dig a wound
        • Based on their answers, you should be able to identify some issues with their current way of doing marketing. Address this and dig the knife in the wound. Really make them understand how big of a problem this really is.
        • Need to do this in a delicate way depending on the personality of the prospect.
      • Present the solution
        • Don’t get too technical
        • Build a dream and vision for a few years down the road
        • Clearly set the expectation that this is long term healthy growth, not a flash in the pan.
        • Trust trust trust
      • Present a ballpark budget
      • Overcome objections
      • Move for a soft close/verbal commitment
        • Ideally, the proposal ends up being a formality. If we don’t get a verbal yes or a soft commitment, the proposal phase can turn into a pretty low close rate.
      • Send proposal
  • Presentation tools: