You finally got the courage to set an appointment with a small business owner to talk about their website and online presence. Congratulations! Now what? In this post I will explain how to make a great sales presentation once you do get in front of a small business owner.
Keep in mind that we pay $200 up front on every web design deal, as well as $25 to $50 per month residual so these account are very profitable and also very easy to sell if you do your presentation right. In the last article I talked about how to get an appointment with the prospect so now let’s dive in and learn how you can make a great presentation.
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When you walk in to do a presentation, you need to start off with a good introduction as always. I like to use my full name and the client’s first name, “Hi my name is James Shepherd, I have a meeting with Bill scheduled today, is he available?”
Now that you are in front of the decision maker, start with a series of questions as follows:
“Bill, Our goal is to help you develop a website and an online presence that increases your revenue. The reason I point this out is that we are very different from other web designers. Most of them charge you well over a thousand dollars in order to design a fancy website but they don’t provide ongoing support to help you connect with your customers and generate new business. I tell my clients that this is like building a beautiful billboard and then placing it on a dirt road. The design of the billboard does matter of course and we do create professional looking websites but the most important thing is actually driving traffic to your website and then converting that traffic into paying customers, I am sure you agree.
This is why we do not charge any design fees, we set up your website or transfer your existing website for free. All you pay us is our monthly support and hosting fees and our goal is to build a long term relationship with our clients to help them increase their revenue and profits from their online presence through email marketing, content creation.”
“In order for me to get a better understanding of your business, can you tell me a little bit about what you are doing online now? Do you already have a website? Are you active on any social media channels? Have you updated your google maps and yahoo local listing recently? How do you feel your online presence is effecting your business for good or bad?”
This line of questioning will position you as a very different type of online presence provider. It will also highlight how terrible their current online strategy is. I have personally never met a physical location small business owner that was happy with their online presence or online marketing strategy and that is one of the huge benefits of pitching this service.
Now let’s move on to the build up before the close:
“Thank you for providing me with this information (Make sure you were taking notes as they answered the questions above). Just to make sure you would be a good fit for our program let me ask you a couple other questions. Do you see your online presence being more important to your business 2 or 3 years from now than it is now? For instance, do you think more people will learn about your business and decide to make purchases based on the information they find online?”
This first question is an obvious one and if you learn how to say it correctly no business owner can deny that their online presence is going to be more rather than less important in 2 or 3 years. After they say, “Yes, of course it will be more important.” you follow up with this question below:
“So you would agree that your online presence should play an important role in your growth and revenues over the next 24 to 36 months, right?”
My Tip: If you really want to highlight the importance of the online presence and convince them to spend some money, ask them this series of questions as you near the close.
“Do you guys still pay for a yellow page ad?” (Response, “Yes we do”) “Do you feel more people now find you using the yellow pages or through services like google or yahoo?” If they say something positive about the yellow pages here to defend their spending say, “I personally don’t use the yellow pages any more, do you find yourself using the yellow pages personally to find local businesses or do you just pull it up online or on your phone?” Now the final statement: “I will not ask how much you spend on your yellow page ad and I can tell you that our services are traditionally much less costly on a monthly basis but I am sure you would agree that you should be investing more in your online presence than your yellow page ad.”
For those of you who don’t know, most small business owners spend between $200 and $800 per month on their yellow page ad and since our Business Driver and Monthly Content Marketing program together is $168 per month, this is a powerful comparison.
Now you have them right where you want them and you can basically assume the sale and move on to paperwork and other questions.
Check back on Tuesday for Part 3 of selling online presence services as we talking about closing the deal and completing the paperwork.
Have a great day in the field!