- Question came in the other day,
that boils down to, on the discovery calls
that we're doing with clients,
how do we get them to listen to us?
How do we establish our expertise
so that on these calls when we make recommendations
they'll tell us the right information
that we need to know to get the problem solved?
Well, that's what I want to go over today.
The two-step process for getting potential clients
to listen to you on prospecting calls.
The normal process we follow as an agency,
is send a cold email or when an inbound lead comes in
to get a meeting, do whatever it takes to get a meeting,
then on that meeting we do an initial discovery call,
that leads to the proposal which leads to a contract
which leads to a close.
So today we're just talking about
that discovery call process,
and one of the things that some
of you have expressed issues with,
is getting clients to actually listen to your pitch.
And my number one solution to that
is stop trying to pitch them.
Step one is change the frame.
You don't want to sell them.
You don't want to sell them an app.
You don't want to sell them marketing services.
You want to solve their problems.
And in order to solve their problems,
that means you need to ask them questions.
Kind of like a doctor would.
So off the bat, when we do our sales calls,
I'm not talking to these agency owners
and doing a prepared minute and a half speech
about how X27 can solve their problems
and how we've done it in the past.
Instead, I'm asking them things like,
what have you tried in the past for marketing?
Or I see you made a profile on Behance,
how has that been doing for lead generation?
Or what are your top lead generation channels right now?
Or how's the sales team structured?
How does sales work with marketing at your company?
Questions I'm asking, not because I'm trying
to drive an agenda of getting them to buy from X27,
but because, like a doctor, I want to figure out
what they've tried in the past
and what they're planning to do,
so I can give the best solution.
Sometimes that solution's not even X27, right?
If an agency's too small where they wouldn't
be able to get value or get a good ROI from our services
I have no problem telling them to go a different route
or maybe, consulting.
Maybe an hour consulting is better
than working with us and having us do the whole thing.
Or sometimes the agency's just in the wrong niche.
Maybe they're in the wrong niche,
and they have to be told no.
All of those insights can only be gained
by asking questions during this call.
So why isn't this something everyone does
on their sales calls?
Why aren't they asking the clients real questions,
trying to actually get interested in their business?
The biggest hesitation I've found is
some people think that if you're not pitching
what you've done in the past,
there is no way you're actually gonna be selling.
You're just order taking.
Which I found true as well,
and that's the second part of this two-step process.
Step two is use case studies.
Every time they answer a question,
I'll respond with a case study,
something we've done in the past,
where we've solved that for a specific client.
So let's say I ask them what they've done
for marketing in the past,
and they tell me that they've done
pay-per-click, and they've done events.
I'll say something like,
that's interesting, we had a client in the past
that was doing PPC,
and we're seeing terrible returns as well,
and that's why we pivoted them to focus almost exclusively
on events and cut that PPC budget.
So events, and we added cold emailing as well.
Another one I hear a lot is,
on sales calls I'll ask a question like,
hey, where do you get most of your business from?
And almost all agencies will say they get
most of their business from referrals.
And I'll say something like,
yeah, I've heard that as well
from a lot of other agency owners.
A lot of agencies will grow to millions and millions
of dollars in revenue,
and will still be relying on referrals to grow the business.
And I've also seen adding outbound increase
the number of leads and when you increase
the number of leads you'll get into new channels,
which eventually will also increase the number of referrals.
So you end up with more diverse clients
and more referrals.
And doing that for every answer,
but not in a way that's salesy.
Only do it as it comes up naturally.
Have enough insight into your own product,
and enough insight into your own case studies
that this will flow.
And it might take a lot of practice to get to that point,
but that is when prospects will start listening to you
on these sales calls.
If you've found this valuable,
be sure to like it to encourage this type of content
on YouTube.
Subscribe for more B2B sales training,
and if you need marketing support
for your digital agency,
check out experiment27.com.
Thanks.
For more infomation >> I did it, When You Got A Good Friend by ROBERT JOHNSON ver.2017-12-27 - Duration: 2:40. 
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