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When it comes to making a digital marketing services pitch, you’re not going to know what kind of objections someone has until money is involved.
The big problem you’re going to face is that most people aren’t rude, so they’ll sit and listen to you give a pitch, even if internally they have no intentions of buying from you.
When we think about that, the aim of a sales presentation should be to try and feel out the buying objections of your prospect early on, so you don’t waste time. After all, the less time you spend on clients who won’t buy, the more time you can spend on clients who will.
We’re going to look at how you can frame and pitch the ideal digital marketing services presentation, and make sure that you win over the prospect. Here at IMT, we’re no stranger to these kinds of challenges.
The steps to take for a perfect digital marketing services pitch.
Do your prep work.
When it comes to getting the best results from a digital marketing sales pitch preparation is critical. It’s very common to hear a lot of sales representatives boast that they can improvise their sales calls. We’re not sure why that’s anything to be proud of – real prep work delivers real results.
Improvisation does have some benefits, but at the other end of that, the optimal approach is preparing for the pitch. The purpose of the pitch is to obtain information and connect with qualified prospects, so why wouldn’t you try and prepare for that by gathering as much information as you can to make the right decisions?
Before you call to submit your pitch, you need to research the company you’re pitching to. Understand their values, ethos, and learn who you’ll be talking to. Plan out your pitch and design a structure. If you’re going to sell digital marketing services, you need to get this bit right.
Present a clear offer.
When people don’t understand what you’re trying to offer, they will resort to a default stance of not buying anything. A poorly focused sales pitch is more likely to generate confusion.
To counterbalance this, you’ll want to make sure it is clear what you’re offering from the beginning. Practice summarising the offer to a client in a clear way, so they understand exactly what you want to do.
For example, when you are pitching digital marketing services you will need to put together a comprehensive, tailored package. You will be looking at the paid search (PPC) and paid social media ads channels and discussing strategies and budgets and phased roll outs. But what does that mean in plain English?
Make sure you have a headline offer that distills into two or three sentences what you are proposing and broadly how it works. If a mechanic is going to fix your car and get it back on the road the owner wants a breakdown of what you are going to do but, they will be drawn to the overview rather than the granular nature of your work. So, a clear concise offer is all that is needed at this stage. The full breakdown and strategy can come later.
Make a sales script.
If you’re going to sell your digital marketing services, then you’ll probably want to use a sales script to succeed. The best sales representatives agree that a script is a powerful resource for optimising performance and tweaking where necessary.
You can’t scale up or down any process that is improvised, so you need to make sure that you are pushing for your digital marketing sales representatives to follow a script. It doesn’t need to be a verbatim script i.e. fill in blank here. It can simply be a bullet point list of the conversation journey mapped out for them to follow.
Even beyond the script, you should definitely have a list of digital marketing services questions that you want to ask anyone who you try and pitch to. These questions help to make sure that the conversation stays on track, which can be difficult sometimes:
- Have you tried digital marketing before?
- If you have, how did you get on?
- What went wrong and what went right?
- Do you have a proposed digital marketing budget in mind?
- Do you know what your direct competitors are doing marketing wise? – some pre-call preparation is always good to have on hand such as relevant sector or competitor data e.g.
“It’s interesting you don’t think digital marketing will help your grow sales because I can see your key competitor X is currently leveraging Facebook, Google and Microsoft networks, spending around £8k per month.”
This kind of insight can really help you on your pitch. In general business owners are like sheep and when they hear that competitors are marketing in a space they don’t occupy it really focuses their minds.
Other documents that you should have at the ready before starting a phone conversation with the client are the proposal, the digital marketing on-boarding documents, and a pre-filled out invoice. These documents will allow you to seem professional, and to properly handle anything that might occur during the conversation, like for example, a successful pitch.
The longer that takes you to prepare these documents during the conversation, the more likely a potential client is to change their mind about the service and back out.
Before we move on…
Now seems like a good point to tell you about our White Label Digital Marketing Services. We specialise in helping agencies win and develop clients across all major PPC platforms.
How to pitch digital marketing services over the phone.
When it comes to selling digital marketing services over the telephone, there is a certain way that you can do it to have the best chance of success.
We have put together a framework that we often employ when it comes to trying to explain how to do this. Ideally, you don’t want to use the telephone as the best way to do things, instead, you want to have either an in-person pitch or one that’s done via conference calling. However, if you’re going to do it like this, then these are some of the things that you should probably know to successfully get to grips with a sales pitch:
The opening hook.
The first part of any successful sales conversation is the opening hook. This is the point at which you and the prospective client build a rapport and connect on a meaningful level. It doesn’t take long to build a rapport, but you do need to make sure that you maintain it through the conversation to successfully convince the client to purchase from you.
There are three main points to use when trying to build a rapport with a prospective client, and you do this by using your words.
You want to convey that:
- first, you are an expert in digital marketing,
- second, you are switched on and focused, and
- third, that you care as much as they do about their services.
Assess qualifications.
Once you’ve started to build up a relationship, you can start to ask questions to figure out what kind of person you’re dealing with. This is what we know as qualifying the prospective client.
By asking the right questions, you can begin to get a sense of what your prospective client needs and is looking for when it comes to their business. This will give you the information necessary to decide, specifically regarding whether you will try and continue the conversation, or simply acknowledge that this client probably isn’t going to buy from you.
The best way to accomplish this is to start each conversation with a specific set of questions already planned out. There will be a series of questions to ask that will generate the results you need, and get you the information you’re looking for, so it’s best to use those every time. Take a look at our article on the 14 questions you need to ask in your digital marketing pitch.
Make your pitch.
The most important thing that you’re going to want to do when it comes to a proper conversation is to make a pitch. If your questions have revealed to you that you’re probably going to be able to make a sale, then you should use that information to successfully make the sale, and you do that by presenting your pitch.
You start this process with talking a little bit about yourself and the company you represent, give them the background they need to understand why you offer the digital marketing services that you do. Then, detail the services that you can provide to the client in a logical, sensible order.
Make sure that they understand how you can help them achieve their objectives by providing your services. You can do this by using some of the information you gathered during the qualification process, and then convert it into real life examples for them.
Dealing with questions and concerns.
It would be incredibly naive to assume that your pitch will go down a roaring success on the first attempt. Most companies that are taking you seriously have legitimate, reasoned questions about the service you provide. It is your job to answer those questions in a way that deals with the concerns they have and encourages them to trust you.
There are a lot of common objections that you will hear, which means you’ll get better at responding to them, but try and take your time when considering each question that they have and give them a proper answer.
When you have successfully made your pitch, you’re then going to want to go into making the final close.
The final closing.
The last step is probably the most important, but it’s the one that people mess up the most. Closing the deal is always going to be difficult, and everybody has had an experience where they have spent a long time making a presentation, or handling these questions, and then ultimately wind up not making a sale.
Obviously, you don’t want this to happen to you. You need to make sure that you try and actively work with people to reach a successful outcome for everybody, but don’t push too hard. If you burn the sale, then there is nothing left you can try and salvage, so if it seems like it’s not going to happen, you need to just back off.
Good luck!
Talk to us about White Label Digital Marketing Services.
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