Having a list of potential candidates is the first step to success. However, the most important step is contacting these candidates! Without contacting these candidates, your chances of setting an appointment or selling digital marketing products and services literally don’t exist. In order to contact these candidates, it is best if you have some background information to assist in having a dialogue. Without any information, it becomes a cold conversation and more of a sales pitch. Conducting a small amount of research will help you better direct the conversation. So what research should you do?
Candidate research should only take 2-3 minutes!
- Do they show up on Google?
- Do they show up on a Google mobile search? Where? (Listing, Ad, Organic)
- Is their competition showing up on Google?
- Do they have a current / up-to-date site?
- Is it responsive (mobile-friendly)?
- Does the site showcase their work, services, images?
- Can you submit feedback, schedule appointments or interact with the site?
- Are they using Social Media (Facebook, Twitter, Instagram, LinkedIn, etc.)?
- What, if any, reviews are listed? (On-site, Google, Angie’s List, the Knot, Facebook)
With a little information in your back pocket as a conversation starter, it’s time to contact your candidates. Decide how you will contact them-the best form of communication is your candidate’s preferred method / most reachable form: Phone Call, Text, Social Media, in-person. The goal of the contact is to start a dialogue and identify if there is a need. Could we potentially help them with that need? Would they be willing to have a 15-minute consultation to share more and allow you to learn more about their business?
It comes down to conversational marketing. Remember, the person asking the questions is the one who controls the topic of conversation. You want to ask questions! If you are asking questions about their business and website, then guess what will be discussed… their business and their website! The “Script” is less important than the “road map”. WebCenter Owners should learn how to comfortably engage in these types of conversations while being themselves. The idea is to learn how to transition a conversation from social topics to talking about your prospect’s website. Remember that the person who asks the questions is the one who’s controlling the topic of the conversation.
If you ask, “how’s business has been lately?” What are you going to talk about? How business has been lately correct? You can simply ask, “Is your website or online marketing helping with that?”
You’re going to find that their answers will fall into a few categories. You get answers in three or four categories.
- “Terrible” or “Ok, I guess…”
- “I don’t have one.”
- “I’m working on it.”
The key is to listen and learn for ways you may be able to help! You may think they are a website candidate but after conversation, realize they’re more of a Social Media Management candidate first!
Remember that businesses receive countless sales calls each and every day for Supplies, Advertising, Cleaning Services, Utilities Promotions, etc.
How can you be different and VALUABLE? Build the relationship! By engaging in genuine conversations and learning about your candidate, you increase the likelihood of a meeting. The intent is to book an appointment or phone call to further build the relationship with our “Cold Market” as a way to get them to know us, like us, trust us. Through this process, we can identify potential needs, offer solutions, and schedule appropriate next steps. This approach works for ANY division or in building your UnFranchise business. The goal is to become a master at networking, building relationships and adding possibilities to your list of contacts and candidates.