Critical Success Strategy

Performing Rep-Man Like A Pro

With No Budget & Little Time

Introduction• Luther Landro– Offline Solution Provider– Enterprise Strategist– Entrepreneur

Purpose-built offline solutions

How Are We Doing This?• Training– Concepts & Theory– Servicing Start-to-Finish– Cover the Sales Angles

Refer to the training documents & assets

Why?• Why Not?–Markets are still expanding– New Business – Adaptation & Adoption– Cool Tools

All it takes is some steps & some action…

Works Best For…• Physical stores of any

consumer niche• Industry consultants &

advisors• Public figures• Aspirants

Requirements• 1 Hour Setup• 1 – 2 Hours of Research • 2 – 4 Hours of Work• Light Sales

What Are We Doing?• Addressing Problems• Stewarding Reputation• Providing Access• Controlling Message• Raising Value / Bottom Lines

Summary Of Steps• Setup Your Project• Identify Problems & Triggers• Issue Stop-Gap Recommendations• Augment The Client Appearance• Proof Strategies With Traffic• Support With Offline Push

I. Setup Project• Approach this as a mission:– Objectives:

1. Find Prospects2. Contact Leads3. Close Deals & Receive Deposit4. Deliver Stunning Service5. Get Paid & Upsell

Setup Project• Approach this as a mission:– Staging:

1. Create Project & Client Folders2. Prepare To Take Notes3. Study Course Assets & Training4. Apply Process

2. Identify Problems• Self-Revealing– Check review sites, social media, etc– Owner reports & feedback– Locate & record specific instances– Bring them to owner attention– Discuss corrective action– Uncover & follow site referral backlinks

Find Triggers• See what’s driving the feedback:–Who is leaving the review?–Why is the review good/bad?– Is the review believable?

• Find the patterns, they are always there

2. Stop Gap• Plug the leak before it sinks the

ship:– Fix what that prompt complaints– Take a hard-line with clients

– Failure to STOP GAP will undermine your work

3. Augment Appearance• Core Deliverable– Fix / Create / Update Profiles• Social Media• Review Sites• Business Listings• Brand Site / Blog

Create The Ideal Profile• Unified Message Across Sites• Cross Link SoMed & Brand Site• Feed The Blog From SoMed• Drive preferred customers to

review sites with compelling content

4. Proof Strategies With Traffic

• Local Traffic – Already searching for your client• Couldn’t find anything worthwhile

– Augmentation Renews Client Presence• Consumers now finding updated

sites• Fresh content = fresh eyes = more

reach

Be Ready• Client’s Property–Must be ready to receive traffic• SEO friendly• Info / feature-rich with a purpose• Point offsite links to promotional

pages– Deliver reason, not just ability

Expansion Joint• Opportunity To Upsell– All for naught without any traffic–Monthly contract door opener– Paid traffic likely to produce

steady consumer revenue• Steady client for you

5. Offline Push• Leverage Existing Fan Base– Social Media• Ask in-store shoppers to participate

– Offer Value– General• Signage, Couponing, Cards,

Promotions

Cautionary Notes• Don’t Over Analyze Publicity• Never Issue Falsehoods• Never Cover Up • Never Lie• Read Page 22

Free Tools• http://www.domaintools.com/

– Reveals domain info & seo visibility• www.google.com/webmasters/tools/

– Finds backlinks and other telling info• www.google.com/trends

– Shows trends in search, can be refined to regions• https://adwords.google.com/o/KeywordTool

– Locate effective keywords

Closing…• Read All The Materials Please• Don’t consider outsourcing

until you grasp the entire process & concepts– Everything is easily outsourced

Selling ReputationManagement Services

Marketing Yourself• Less About You• More About Value–What can you do for them?–What is it you deliver?–Why is this helpful?• What problem does it solve?

You Deliver Solid Value• Positive Visibility• Proactive Review Response• Defeating Negativity• Increasing Reach• Establishing Social Proof

Target A Market• Go With What You Know– Industries you’ve worked in• Experience = Expertise

• Go With What You Can Find Out– Low-Hanging Fruit

Target A Market• Low-Hanging Fruit– Consumer Services– Entertainment– Food Service– Contractors

Types Of Clients• The Fixer–Wants to fix problems– Genuine concern

• The Covert Operative–Wants to cover up mistakes– Doesn’t want to address problems

Prospects…• Problems reveal themselves

via content & properties• Don’t refuse business without

careful consideration– Be wary of covert operatives– Problems never go away

Prospecting• Search Local Businesses– Revealing Phrases (page 6)– Document a couple of reviews– Note lack of presence / updates

Ideal prospects have little-to-no presence

Target Profile• Local Clients– Limited presence– Poor reviews– Zero obvious effort• Unclaimed listing sites• No online features/info

Record What You Find:• Issues & reviews• Domain contact & business

info• Locations of client profiles– Or lack thereofDump info into a word document or note: just get it down so

you can see the big picture & patterns in the noise

Understand What You Sell• Features & Benefits– Page 16 of RM Guide– Used to highlight the value– Prompts creative ideas–Makes for powerful messages in

opening statements

Contacting Leads• You’ve compiled leads; now what?– Send An Email– Call For Appointment–Write A Sales Letter– Invite To Lunch or Webinar– Introduce Yourself Personally

Dodge The Gatekeeper• Misdirection– “I was trying to give feedback on

reviews, is there a manager I can speak with?”

– “I have important info for the owner about their reviews online right now”

Open Dialogue• Leverage Triggers– Fear, Growth, & Prevention

(page 18)• Discuss online visibility &

presence– Ask about consumer opinions• Ask for recorded positive

testimonials– Businesses Rarely Have Them

Compiled!

Listen For Qualifying Verbiage

• Buyers want to buy–Watch the client for signs they

are interested in buying and are comfortable• Good Questions• Laughs & ‘audible smiles”• Not pressuring you for time

Drive It Home• Consumers Searching Right Now!!– Where are they going?– Who controls the message?

• Control Social/Review/Listing Sites– Gives the business maximum reach &

potential

Ask YES Questions• Those Who Ask; Control– Ask things they can only agree with;

• See Page 19• If you get NO, re-qualify them– Do they really need the service?– Are they hopeless?– Legitimately serviced

Go In For The Close• Best Part Of Sales!– If target is qualified:• Interested in buying/knowing more• Buys these types of services• Needs the service

– Ask For The Sale!• “Can we start work now?”

Redirect• If Client Refuses To Buy– Re-Qualify• Re-state Features, Benefits, Value &

Deliverables– Complete Social Media/Review/Listing

Placement– Site Audit and Content Fixes– Traffic Optimization

DEAL CLOSED!• When client says YES…– Hand them a short contract• Indicate services to be performed• Payment Schedule

– 50% Upfront– 50% Upon Completion

• Sets All Expectations

Billing & Payments• Market Dependency– Feedback reveals price points• $295 Basic profile creation / update• $695 Elaborate w/ content• $1,000+ Advanced w/ Paid Traffic

– monthly

Service Delivery• Follow Outlined Steps• Outsource All or Some Steps– 1 Week Turnaround– 2 Weeks Max• Obviously long-term for paid SEO

Monitor• Setup Google Alerts• Create a ‘check-up’ process• Don’t let clients triple-change• Ensure changes are working

Upsell!• Watching the client reveal successes– Increase traffic & reach– Improved image

• Use past success to sell future results– Promo / Mobile Sites– Paid Ads & Traffic …etc

Conclusion • Thank you!• Go Get Them!• Feedback or Problems?– www.hotgatessupport.com