A
What are the 2 types of value we utilize on calls? Provide an example for each type of value that you would use during the Open Call.
1. Yelp Value -
Problemtunity Indicator: 3,563 searches for plumbers in Omaha in the last 30 days, Low Page Visits compared to Searches, Missing Info on Yelp Page
Proof Point: Fast Facts, Yelp.com/Survey, Advertiser Examples
2. Business Value
Indicator of business need - Ex. 30% off, BOGO, Reservations available
Differentiator - Ex. 30 years in business, emergency services, woman owned and operated
Compliment (must be paired with need or biz diff) - Ex. photos of your cheeseburger look amazing and I see you still have open reservations for this weekend
What’s the goal of the open call?
Get DM/NDM to a computer to move to next step
What are the five key elements of qualifying?
1. Story
2.Need
3.Timeline
4.Budet
5.Authority
Why is it important to qualify fully?
To build FOMO and urgency
To gather information about the business to handle objections
To address objections before they arise
Why is it important to know if the NDM or DM uses Yelp as a consumer?
If they don’t use Yelp as a consumer, you know that you will need to explain why consumers use Yelp - to find great local businesses.
If they’re familiar with Yelp, they’ll have an easier time seeing the impact it could have on their business.
Will tell you where to go next with your pitch (Business-Specific vs Yelp User Live Search)
If a business owner has never used Yelp as a consumer, which live search should you start with?
Yelp User Live Search first
What’s a Business-Specific Live Search and what’s the purpose of it?
DM complete a search on Yelp with you as if you were a consumer looking for their business type in the area they want to target for new customers
Create FOMO and urgency that they aren’t being found
Prove Consumer Intent
Why do we share advertiser success stories?
To paint the picture of long-term success and gain buy in that Yelp Works
What’s the purpose of showing the performance summary?
Create FOMO and a sense of urgency to be found more
What three questions should you ask before moving onto Yelp Ads to ensure the business owner is bought in?
Power 3:
Do you agree that consumers use Yelp?
Do you agree that people use Yelp in [geo] to find a [category]?
If we get you in front of these consumers and they click on your ad, are you confident they would choose you?
What’s a Yelp User Live Search and what’s the purpose of it? When would we utilize this?
Yelp User Live search is very similar to the Business Specific Live Search but it is a search in a different category, in a different area
Paint the picture of a Yelp user’s mindset
Ensure they understand how Yelp works/why someone would do that search
When would you show Yelp Fast Facts and what is the purpose of it?
If a DM mentions in qualifying that they offer a high-end or expensive service/product and they are worried about attracting the right clientele or if they’ve struggled with price shoppers in the past using other forms of advertising or to address closing objections
Show that Yelp users align with their ideal client/ customer because they have money to spend with a quality business like theirs
What would prompt you to show the yelp.com/survey Consumer Research and what is the purpose of showing it?
If they still seem hesitant that Yelp users will spend money with the businesses they find or if they aren’t sure investing in Ads or the UP will actually bring in more business vs just having their free page, If the DM mentioned a past ads experience where the traffic they got didn’t yield new business so they are skeptical of online ads
Prove to them Yelp Ads and the Upgrade Package drive effective results
Build urgency that people are looking to contact and spend quickly
A business owner told you they were able to take on at least 15 jobs this month ($4,000 total), what will your closing language sound like to make a strong recommendation?
Because you are looking to get at least 15 new jobs a month which would bring in an estimated $4,000 in revenue, I recommend starting with the $25/day average. Go ahead and select that.
What’s the last step of the pitch?
Set up Yelp Ads and close the deal