Town
Not Interested
“…, 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
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
What is Pain & Why?
Hint: Pain is not just cases/clients & lost revenue.
Pain is the problem & issues the business is facing right now. If these problems were fixed – what would happen? What would the outcome be if they were in a better position?
Recap all the pain/info gathered
Where is their business now? Where do they want to be? Why aren’t they there yet?
Why is __(PAIN)__ important?
Why is __(PAIN)__ happening?
If they were visible – would they have these problems?
If they were validated – would they have these problems?
What do you need fixed to get/accomplish your goals?
What are the 3 reasons why FAQ pages are important
This is your knowledge center for prospects. FAQ sections are important because they:
Provide answers to common questions searched on Google and AI platforms.
Provide valuable content for prospective clients.
Lead to high conversion – question asked & answered delivered.
We’ll follow AI assistant best practices for our format & length. Google Ranks these question-based searches and AI tools pull directly from these sections when making recommendations. That’s what makes this section of a website very powerful.
How much does this 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?
Warm-Up:list 3 questions
What got you into this industry?
Why did you choose to become a (vertical)?
What led you to this point of your business/career?
TSI Story
Our parent company Townsquare Media is the 3rd largest owner of radio stations in the nation
Publicly traded company since July 2014 (NYSE: TSQ)
Townsquare Interactive – my division - was formed in 2012
Local radio clients needed a digital solution, so we created one
Began with 0 clients and have grown to over 23,000 live clients with a 95% success rate
4.4 Stars on Google with 4,700+ reviews [Pull up the reviews]
From a credibility standpoint, do you feel like we're a company you'd feel comfortable partnering up with?
Transition: Let’s get into our approach and formula for SEO.
Ask 4 questions on how you can create urgency after you got the effect of pain on the business
Hint: Dig in on pain and elevate it
What do you think is stopping you from accomplishing (goal)
What has stopped you from making a change?
Connect the dots for the prospect of exactly what needs to happen for them to achieve their goals
How soon do you want to accomplish (fixing problem or goals)?
How soon do you need to make a change?
Send me an email and I'll take a look at it.
“What is that email address?... “What would you like to see in that email?” Unlike a lot of other companies, I don’t have a template email that I send out because our approachis customized to our clients’ needs. So, just like how you would have to go to a job site to estimate materials and size, I’m the same way. o OTF/Set Demo or Circle back to needs
OR
"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)"
Elevator Pitch
“So, there are a few different ways I help the attorneys I work with. The first is when someone is searching for your specific area of practice, I get you in front of them so you can get more of those direct clients. I also help by managing their client pipeline more effectively so you turn more of your leads in to revenue.” Circle back to needs
qdm
Is there anyone else that INFLUENCES these types of decisions or needs to be in this conversations with you right now?
(if answer is no, "ok let's dive in" if the answer is yes, dig in and figure out who needs be on it)
Ask 5 goals questions
Hint: Past, Current, and Future
What are your current goals? Are you on pace to hit them? Why or why not?
What were some of your past goals? Did you achieve them? Why or why not? What led you to (achieve them) or what do you think prevented you from (not achieving them)
Future goals? Where do you want to take this business in the next 1-3 years? What is the full potential for your business? What do you think is going to take to get to that point? How could you get closer to that vision?
How much revenue did you bring in last year? Was that what you were expecting?
What are you on pace for this year?
If increased – what did you do to improve your growth?
If decreased – what do you think is preventing you from earning more revenue this year?
What is the expectation trial close?
Hint: this is before ltp
Now that we’ve covered everything, what are your expectations for this campaign over the next 6-12 months?
*If the prospect gives us a short term answer, we need to handle this head on*
Directory Report/Scan:
List the 4 main things we will do for them
The great thing about our company is we're partnered with all major directories. We:
List your NAP on every single one
Ensure 100% accuracy and consistency
Maintain and update them ongoing
Monitor for any changes or errors
Simply put, until you get these fixed, you will not be found anywhere—not on Google, not in AI results, not through voice search, nowhere.
Online marketing doesn't work for me. I’ve been burned.
“Most of the time when I hear that it’s because someone promised you the world and took your money and ran. Is that fair to say? “Who did you work with?” “Why did you sign up with them in the first place?” Circle back to needs
Preface the Meeting
1) Preface the Meeting
Thank you for putting aside this time today. First, I’m going to share my screen. Do you want me to send a link to your email for a tablet/laptop or do you want me to send it to your phone?
[Send link]
While I send over a link to see my screen I want to let you know how this call is going to go:
First, I’ll get to know you and your business.
Then I’ll tell you about my company.
After I’ll walk through our solutions and pricing.
Does that sound fair?
Ask 3 current advertising needs questions
What have you invested in so far to bring in business? (get every advertising spend avenue)
Follow up and break down each one:
Are you in a contract with them?
How much are you spending?
How are you tracking your success?
Do you like this specific (Ad Spend source)? Why or why not?
Regardless of how this conversation goes, do you plan to continue using (Ad Spend source)?
What % of revenue do you spend to generate more exposure for your business?
Statement: Most of my clients spend anywhere from 5-10% of yearly revenue to help improve their business and drive in more.
You said you’re bringing in (yearly revenue) and you’re spending (total adspend), correct? Let’s do the math: that’s (total adspend / yearly revenue) __%.
Is their current marketing spend % less than 5%? Address it and ask them why they haven’t invested more to generate more.
If it’s in the ballpark of 5-10% congratulate them and segue to cases/clients.
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
I just partnered up with someone.
That’s great and kudos to you for already putting a gameplan together for getting found online. When you signed up, who did you go with? What were your goals? When do you expect to see results from them?” Circle back to needs
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?
I’m already on the first page.
Great, what are you searching to see your practice on the front page? CHECK THE KEYWORD AND AREA If they are on the first page: You sure are! When someone finds you hear, how do they go about scheduling a consultation with you?
Ask 2 Ideal Customer/Client questions
What types of cases or clients are you bringing in right now?
What are your ideal types of cases/clients that you’re trying to focus on? Why?
*We’re trying to understand are they getting the exact clients that they are looking for – if they are not we have to figure out and make them understand why they aren’t receiving those types of clients*
Temp Check/Trial Close
[DM], now that we have talked about:
Where you are invisible today
Our Search Everywhere Optimization approach
How we build websites that show up across all platforms
I want to make sure that if you see how this approach is:
Different than [current marketing provider]
Going to make you visible where you are currently invisible
And we find something that fits within your budget
Is there anything else that would hold us back from moving forward at the end of this call?
LTP
1. Do you have any other questions or concerns outside of price?
2. As far as our process goes, do you see how I’m different from (source)?
3. Are you confident this solution will help put you on the right track to (needs)?
4. Cool so that being said, I’ve got my recommendation(s) for you. As long as price works are we good to move
forward now?
What is Our Formula?
Hint:12 of tactics
In order to show up everywhere we have put together a formula or process that is successful for our SMB’s:
Well built complex website with 20+ pages.
Ongoing content updates and changes.
Ongoing and updated blogs.
Broken out Geo-Pages.
FAQ pages or knowledge centers.
Calls to action including conversion tools like scheduling widgets.
Backlinks to your accredited connections.
Validation via reviews, galleries and proof of work.
Local citations on directories.
Social posting and engagement.
Well established online reputation.
Brand awareness via targeted ads.
We have found that following this process has led to exposure everywhere, not just Google, for our clients.
Transition: Now, let me show you a couple sites we have built that have this exact formula we just discussed.