Cold Call
Call me back in a few months
“So, what is going to change between now and a few months from now that is going to make this conversation more of a priority?” Circle back to needs
CC Transition into OTF
The way that we do that is by following what’s called Google’s Best Practices. Have you ever heard of it? … It’s essentially Google’s rule book for what you have to do online to show up. So I’ll actually shoot over the first step to you. While I do that, [NEEDS ANALYSIS QUESTION].
Which country did eggnog originate from?
England
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
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
QDM and TC
so i have a few more things to go over and then we will get to the price. is there anyone else that should be a part of this call to help you make a decision like a spouse, business partner – or is it just you and me? Ok, so you don’t need to run this by anybody in any way?
Based on everything we've covered so far, what are your thoughts/do you believe this will help solve xyz?
Great so as long as the conversation continues to go this way and we both agree this is a good fit, I’d love to earn your business, is that fair?
Preface the Meeting
· Thank you for putting aside this time, are you in front of a computer or using a smart phone?
· While I send over a link to see my screen, I just want to let you know how this is going to go.
· First, I am going to ask more about your business to make sure I have the best understanding of what you need
· Then I am going to tell you about my company and who we are
· I will tell you about the strategies we offer and how I can get you found
· How I work with you on a month-to-month basis and then we can get into packages and price sound good?
What Christmas decoration is actually a parasitic plant?
Mistletoe
What percentage of web traffic originates from organic search?
64%
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)"
Land the Plane (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?
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
What is the traditional Christmas dessert in the UK?
Christmas Pudding
No show OTF Transition/DM Reach
Hey Bob, it's ____ at TSI - I know last time we talked we had an appointment set up for (date, time) and you ended up getting caught up with a job. I know you're a business owner and get pulled in a million different directions so no sweat there, what we talked about last time was (needs/pain go straight into it!)
Once you get him talking again (trust your gut and assume the screenshare)
What's the purpose of this 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
Next Steps
When we get started here's what will happen next:
Once we figure out the price I will send you over a two 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
Pitch Website Portion of the demo
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?
What 225-ton gift was given to the United States by the French on Christmas in 1886?
The Statue of Liberty
What does SERP stand for?
Search Engine Results Page aka what Google is
Create 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?
7 Steps of Needs Analysis
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
Go over Directory Report
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)?
How many Christmas trees are sold in the US each year?
There are approximately 25-30 million Real Christmas Trees sold in the U.S. every year.
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
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