becoming the larry king of sem by robert brady
TRANSCRIPT
#SMX #14B @robert_bradyHow To Interview The Sales Team For Copy That Closes
BECOMING THE LARRY KING
OF SEM
#SMX #14B @robert_brady
WHERE I’M FROM
#SMX #14B @robert_brady
WHAT I ENJOY
#SMX #14B @robert_brady
WHAT I DO
• PPC practitioner since 2006• Founder of Righteous Marketing• Regular contributor to SearchEnginePeople.com,
PracticalEcommerce.com, ClixMarketing.com/blog, #ppcchat and others
#SMX #14B @robert_brady
OUR GOAL:INTERVIEW LIKE LARRY KING
#SMX #14B @robert_brady
#SMX #14B @robert_brady
What Makes A Great Interviewer
•Ask lots of (good)
questionsListen
Ask follow-up
questionsDon’t
prejudice the
interviewee
Express gratitude
#SMX #14B @robert_brady
Who You Should Interview
The best salesperson/customer service rep
The second best salesperson/customer service rep,
but only after talking to the best
Don’t settle
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• Record the interview• Start on time, end on time• Watch for non-verbal cues• Optional• Send questions ahead of the interview
How To Conduct The Interview
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“I remind myself every morning: Nothing I say this day will teach me anything. So if I'm going to learn, I must do it by listening.”
-Larry King
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Follow-ups• What is their career stage?• What are common job titles?• Ratio of male/female?• How old are they?• What is their primary job function? Secondary?• What channel did they come from?• What are interests they share?
Question 1: Describe the ideal customer/lead
#SMX #14B @robert_brady
Question 1: Describe the ideal customer/lead
• Who your customer is
• Who the salesperson likes to work with
What you
learn:• Build audience targeting around these characteristics
Action:
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Does this description match or differ from your current customer personas?
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Follow-ups• How long does the process usually take?• Ideal vs Average• How many interactions occur in that time span?• Do other people join during the process?• Who joins? When do they join?
Question 2: Walk me through the process from first contact to close
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Question 2: Walk me through the process from first contact to close
• Stages in the buyer journey• Length of buyer journey• Who else is involved in the buyer journey
What you learn:
• Tailor messaging to stage of buyer journey
• Know when messaging needs to change for additional decision maker(s)
Action:
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Does this buyer journey match with the funnel analysis from your CRM/backend system?
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Question 3: When closing, what are the 3 best use cases?
• Use cases that lead to closed business/sales
What you learn:
• Ensure keyword coverage of these use cases
• Test ad copy speaking to these use cases
• Test landing pages centered around these use cases
Action:
#SMX #14B @robert_brady
Question 4: What use cases tend not to close?
• Use cases that lead to unqualified leads & waste time/money
What you learn:
• Consider negative keywords based on these use cases
• Reduce bids• Nurture further before passing to sales
team
Action:
#SMX #14B @robert_brady
Question 5: What are the 3 best features/benefits for closing the deal?
• The features/benefits most likely to close deals
What you learn:
• Test ad copy that highlights these features/benefits
• Test landing pages centered around these features/benefits
Action:
#SMX #14B @robert_brady
Question 6: What features/benefits are least persuasive?
• Features/benefits that don’t sizzle
What you learn:
• You still need to include these, but leading with them is an opportunity missed
Action:
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The Ultimate Question
When you have a lead that’s almost sold, but hesitates, what is the one thing you say to close the deal?
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The Ultimate Question: When you have a lead that’s almost sold, but hesitates, what is the one thing you mention to close the deal?
• How to get people to take the plunge
What you learn:
• Use this for exit pop-ups, remarketing, the last email in autoresponder series, etc.
Action:
#SMX #14B @robert_brady
Is this one of the top 3 use cases? One of the top 3 features/benefits mentioned in previous answers?
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• What sale are you most proud of? Why?• What are the 3 most common objections you face?• What one thing would you like to see improved
about the leads you’re receiving? (get beyond “More” and “Better qualified”)
• What is the most interesting thing you’ve learned about customers recently?
Bonus Questions
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#SMX #14B @robert_bradyLEARN MORE: UPCOMING @SMX EVENTS
THANK YOU! SEE YOU AT THE NEXT #SMX
[email protected]/in/robertallenbrady