Cold Call
Intro with source
"(decision Maker), this is____ with TSI, I came across your (current marketing provider) and most of the other attorneys I've spoken to haven't had the greatest experience, how's it been working for you?"
QDM
Is there anyone else that should be part of this call in order to make a business decision?
OKay, cool so you wouldn't have to run this by anyone in any way?
Preface the Meeting
So during this meeting I'll give you a background on our company so you’re confident we have the resources and experience to deliver for you, we'll look at your online presence and walk through the process it will take to improve it, and I'll show you some clients we work with so we can come up with a tailored solution and price for you by the end of the call (ask open ended needs question and send screenshare link) I’m sending you a screenshare link now so you can see a few things I’m going to show you (send screenshare link to their cell)
Rep Mont.
Are you guys keeping track of reviews left online about the business?
It’s often said that getting reviews is important, but what Google cares about more is seeing that you’re responding in a timely manner
We all know that bad reviews are left everywhere that don’t tell the whole story, so with reputation monitoring we make sure that none of them slip
through the cracks
With RM we will notify you immediately when an online review has been left on any platform, that way you can respond within a day or 2.
Responding within that time frame will help your ranking
Does it make sense why it’s important to stay on top of online reviews?
7 Steps of the needs
1. Preface the meeting
2. Qualify the DM
3. Warm up/goals/current ad spend/jobs/rev gap
4. Dashboard features (customer journey/scheduling/CRM/payments/marketing)
5. What is pain & why?
6. Effect pain is having on the business & urgency 7. Trial close
Purpose of the call
I ask this b/c I help people do a couple of things:
1. manage their business more effectively
2. Grow their practice through more visibility
TC
so as long as you see how I am different than (source), you believe it will help you accomplish (needs), and of course it fits the budget, would there be anything stopping us from getting started at the end of this call?
TSI Story
(show “about us” page on TSI website)
Before us talking had you ever heard of Townsquare Interactive before?
We're a publicly traded company on the New York Stock Exchange.
Currently we have over 30,000 small to medium sized businesses paying us month to month for our services.
We have a retention rate of 97% with those clients, so our guys are coming back because they want to, not because they
have to
We have a 4.4 star rating on Google with over 3,500 reviews
Are there any questions for me about Townsquare from a credibility standpoint?
Now let’s talk about one of the first steps in our process to make sure we get you better results, the website
Geo-Targeting/ Local Targeting
Geo-targeting utilizes online banner ads that pick up location data to reach people in those areas. They appear on desktops, laptops, tablets and mobile devices in that defined area…. Here’s the 2 primary ways we can set up the geo-targeting…On the LEFT you’ll see that we’ve set up a 20 mile radius around a business in Matthews, NC. That radius covers ALL the way up to Huntersville, and as far out as Belmont and Marshville.
NOW, look on the right. That’s a much tighter focused area around Matthews. The smaller the radius, the MORE FOCUSED the ad delivery
No matter what the radius is, we will serve 5,000+ ads in that area per month
Our service team will help you zero-in on the best radius for you to get the best results
The point of this strategy is to get your business name out there immediately once the website is launched so you have more opportunities while we are working on getting you to the first page. This strategy will increase traffic to your website which helps boost SEO performance.
Do you have any questions about this strategy?
Once we get traffic to the website, we want to make sure we can stay in front of people who don’t convert the first time they go to your website, which is where retargeting helps ou
Not Interested (I have been told to not take these calls)
“…, I’m sure you get calls like this all the time, and I’m not trying to be one more annoying sales call but I am calling you for a reason. When I look up (area of practice) in (city/State), I see X, Y & Z but I don’t see you coming up as an option. How long have you had this practice in the area?” FOL and back to need
Creat Urgency/Restate Purpose
As I mentioned before, that's exactly what I help my guys with. So, if having more visibility in the leads you are getting could help you (insert pain), when would you want to make a change?
LTP
1. outside of price, what questions or concerns do you have for me?
2. Do you see how I am different than (source)?
3. Once we put this in place for you, are you confident you'll be on the right track to (needs)?
4. Cool with that being said, I've got my recommendation(s) for you- I just want to make sure that as long as price works you're good to give me a yes/no and it's not a situation where you've got to think about it, run it by x person, or call (source)- long as price works we're good to get started now?
Website Analysis
What do you like?
What do you dislike?
So, like we’ve talked about, Google has a playbook and your website needs to follow Google’s best practices
There are 2 main things Google is looking for on a website
Those 2 things are content and coding
Content means having at least 300 words of keyword-rich content on the homepage explaining what you do and where you do it
(point out thin content if applicable)
We also want to have a minimum of 1,000 words across the site throughout multiple service pages as well, with keyword rich content
specific to those services.
(point out lack of content or service pages if applicable)
The coding is also what you do and where you do it, but is on the back end of the website in more detail
Within coding, Google has algorithms that changes roughly 500-600 times a year
That means we have to update the coding weekly to make sure we’re following their guidelines.
Do you have any questions about this?
Let's look at some of our clients so you can see what this looks like
(Show FOL for a few of our clients - point out they are ranking at the top then show their website)
(Ask prospect to look through the site and what their opinion is)
(Point out there is content, internal pages, calls to action, contact forms, and anything else)
Do you have any questions about why content / coding is so important?
Now that you have seen some of our clients’ websites and how they rank, are you confident in us building you a custom site to get these
same kind of results?
Retargeting
Have you ever searched for something online and not purchase it? Like Amazon?
You ever continue to see that item or company on other sites you go to days later?
That's called retargeting.
Anytime someone goes to your website we can serve them an ad for your business for up to 30 days on the internet, no matter
where they go – ESPN.com, Weather Channel, HGTV, you name it
What retargeting does is keeps your business in front of the customer’s eyes and gives you a second, third, and fourth chance at a
first impression.
Regardless of what type of business I’m working with, the ones that use these local targeted ads get a boost in their results
immediately. With that being said, I recommend we do these ads for you to get your name out there early on.
Send me an email
"Listen I can for sure send you an email but at the end of the day the Cuban Missile Crisis wasn't handle over an email but through the phone. What I do is not just help business grow but manage their business more affectively so right now what cases are you focusing on (any open needs questions) (PIVOT)"
Fear of Loss
I just did a quick search for (area of practice) attorney in your city/state and I'm noticing companies x,y,z, do you know these guys?
Next Steps
When we get started here's what will happen next:
Once we figure out the price I will send you over a one sheeter docusign that will show the services, price, and month
to month agreement length to get a signature on and then we will collect first month payment.
Then I will schedule an onboarding call to introduce you to a specialist on my service team to go over the website
design so we can get that built out.
It will take about 7-10 days to get your site built out
Once that's done you'll be up and running and my service team will continue to touch base with you to review
reporting and make any edits/changes you need throughout your campaign
Directories
Are you familiar with online directories like Yahoo.com, Bing.com or Yelp.com?
I've got a tool that will tell us how your business is listed across the top directories online.
I want to double check I have the right information: your exact business name is ….? your business address is….? Your business phone number is…?
(if you can find it through HA or on Google, say it and ask if it's correct)
When Google scans these directories, it needs to see your business name, address, and phone number, and website listed correctly and consistently
across all of them
When that happens, Google will have more trust in your business and view you as more credible, which will allow you more preference showing up
If you have any missing or incorrect information, you’ll get a lower score and have less trust with Google
Let's take a look at how your business is listed on these directories. (Run the scan) - Right now, your business information is missing or inaccurate
on X amount of the 25+ directories
This is a huge reason you are not showing up as a top option right now. Let's look at these directories now to see what's going on
(point out missing info, different names numbers addresses etc)
Getting this corrected is one of the ways we'll be able to help you get found online.
We will clean these up in the first 7 days we are working together so we get Google trust in your business, and we’ll monitor these monthly
Any questions for me about directories or how they work?
Do you see how having these inaccuracies will hold you back from showing up in order to accomplish (needs)?
What is all included in the BMP
Lead management, calendar & appts, secure client portal, estimates & invoices, payment processing, and email and sms marketing messages
How Much Does it Cost?
(Mr. Attorney), I love that you’re a straight shooter and like I said, I know you care about price, but let me put this back into your world, If I called you to hire you for a (area of practice) case right now and asked you how much it would cost, what would you tell me? “Well, it depends, I’d have to look at it EXACTLY (MR. ATTORNEY), that’s the same exact thing with me, everything we do is customized so let me ask you a few more questions, get to know the practice a little bit more and then I’ll be able to customize a solution with you, so like you were telling me, you prefer (area of practice) cases, how many do you have on the calendar on average each week?
Circle of Death
FOL, Jobs/Rev Gap, Ad Spend/Goals, BMP
Serviced Model & Reporting
We have a proactive model vs reactive.
You’ll have access to a whole team of experts on our service team
They will be proactively reaching out to you month over month to go over you monthly reporting and analytics.
On your report, you will be able to see how many clicks to the site you got, clicks to call, form submissions, and
where all the traffic is coming from, whether it's coming from people finding you ranking, versus people finding
you directly because they know who you are
What questions do you have about our service model?
Social Media
What are your thoughts on facebook for businesses?
Do you have a business facebook page?
Do you post on it? If not, why not?
Do you understand how social media can help your business?
2 things - reach more people online to help you generate more business and is another indicator for Google to help you show up online in searches
Often termed "word of mouth on steroids" (tell a story)
We have a social media team that will go in and post 2 times per week for you, so you stay consistent and relevant.
Do you see the value that Facebook brings to helping you reach more customers online?
Would you rather handle the 2 posts per week yourself, or would you rather have Townsquare take that off your plate for you?
SEO Expectations
in population of 500,000 it take anywhere from 3-6 mos. to get page 1 results
I've got too much work right now and can'ttake on any more. I’m booked up.
“If a referral called you for a (area of practice), would you be able to take that case on or would you refer it out to another attorney?” Yes “So I just did a search in your area for (area of practice) and I see X, Y & Z popping up. Who has a better shoot at getting that case?” o FOL and back to needs No “Why Not?” “So, how are you tracking your current leads coming in?” o Back to needs