We’ve built and managed Google Ad accounts ranging on the low end of $500 a month all the way to the millions and everything in between.
The same can be said for the types of industries we’ve worked with.
A majority of our clients are local service-based businesses ranging between $1000-$4500 in monthly ad budget so this PPC sales pitch is tailored to that audience.
But no matter who we are pitching to, whether that’s a small mom-and-pop shop or a larger brand, the sales structure generally remains as follows…
How to Pitch PPC (Blueprint)
This structure assumes the following…
- The pitch is not your initial touch point but a scheduled meeting with a cold prospect
- The meeting is taking place over the phone. Although, the general structure will apply either way
Communication is not done just through the words you say but the way you say it.
The way you say things over the phone makes all the difference since the person doesn’t have body language to go off of.
That’s why tonality is so important over the phone.
When you know how a prospect is feeling in the moment you can guide them, using tonality, to a mindstate where they are likely to buy.
Hook + Report
This is when you want to set the intention of the call and build trust.
Building trust (report) is as simple as demonstrating that you are a) just like them b) an expert in your field and c) sharp as a tack.
This is conveyed through tonality when you sell over the phone.
Think of how two friends would talk and mimic the tonality in your conversation with the prospect. This handles the the ‘just like them’ criteria.
How would an expert act?
They’d know exactly where to move the conversation at all points because they had 1000s of these calls.
Then, there is ‘sharp as a tack’ which doesn’t only describe intelligence but also demeanor. You have a positive outlook on everything and are solutions focused.
Gaining report can and should happen quite fast. The goal is to notice the point where there’s an emotional high then lead the conversation into qualifying questions.
You should come prepared with a set of standard qualifying questions but the idea is to know the script so good that you come off as fluid rather than contrived.
The questions should start as broad as possible and get more specific further into the conversation.
Through metrics and characteristics, define who is your ideal client, then create questions for prospects that reveal if they are a good match.
Once you’ve qualified the prospect, you can either tell them a) your services won’t be a good fit or and send them off or b) do the following…
Say, “based on everything you just told me, this [blank] service/product will be perfect for you, and here’s why”
Then, go into a short elevator pitch about the service (no more than 2 minutes long).
PPC Selling Points
Your elevator pitch should contain within it some of your major selling points. It’s important to have at least 5 of these also ready to go.
Here are some standard examples…
A good PPC campaign can be up and running within 1-2 days work and bring in quality leads minutes after launching.
Virtually everything is trackable online and with a PPC campaign you’ll know who clicked your ads, if they call or submitted a form on your website, and even if how much revenue they produced once becoming a customer.
Traffic & Budget Controls
You get precise controls over how much traffic is coming to your website as well as how much you’re spending.
Highly Specific Ad Targeting
You can choose to show ads only to people searching for specific keywords. Even more specific, you can mix locations, times, demographics, and devices to make sure only to show ads to your best customers.
Try to only introduce 2-3 of your major product selling points in the first trial close so that you have more for later.
You – “So, how’s that all sound?”
Prospect – “Great”
You – “Awesome, let’s get started!”
Prospect – “Ohh umm [objection 1]”
The point of this trial is not sell the person but to get to their actual objections as soon as possible.
You have to go into this expecting an objection and ready with pre-set response templates to each.
The key to answering objections is in the loop.
Every time you get an objection take one step backward then work your way back to two steps forward.
Don’t immediately oppose the objection but catch it, acknowledge it, and throw it back to them.
“I hear what you’re saying and let me ask you this…”
This is a good transition phrase to help you catch and redirect questions.
For example – Objection to Price
You – “I hear what you’re saying and the question is more so about revenue than cost”
You – “If you had a machine that produced $5 in revenue for every dollar you put in I think you would do that all day… I know I would.” – the tonality is RIGHT? (inflected up and to the right) You want them to agree in their head or out loud.
At which point I’d then hit on more selling points based around pricing value adds (no contracts, can stop anytime, trackable revenue, money back guarantee).
Also build the tempo of your voice as you mention each sale point to indicate excitement and enthusiasm.
This is a gradual progression that helps contrast the lower and higher mental states your prospect is going through.
Mix in some expectancy terminology towards the end of the loop in order to create the vision of you working together.
You – “Believe me, once this system’s bringing in consistent new leads our main worry’s gonna be fulfilling all these orders.
Then, go for the close once more.
List main selling points and get the prospect’s to agree that each one is in fact something you guys have talked about (build yes momentum).
Then, the close is as simple as asking the prospect, “what do you say?”
Make sure to not close on confidence. The tonality behind “what do you say?” question needs to convey ‘I am just like you’ , “it’s no big deal’ , and ‘I care”
It is quite possible the prospect still has objections that need to be answered at this point.
However, the pattern (loop) in which you handle those objections will remain the same.
Catch – Address – Redirect – Resell – Close
Continue looping until you get the sale or leave on a good note and try back another day further in the future.
As long as you stay in contact with warm leads like this, you will continue to get them as clients further down the road once they are ready and or you’ve demonstrated more value to them.
Once you’re getting too many ppc clients to handle, reach out to us and we’ll help you solve your next problem, managing & producing results for multiple ppc clients.
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