The Trusted Digital Media Advisor

I: Building Your Business

TDMA | I : BUI LDI NG YOUR BUSI NESS 1


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%&$'()&



Welcome to !"# !%&'(#) *+,+(-. /#)+- 0)1+'2%.
The uigital auveitising oppoitunity is immense. Foi most SNBs, unueistanuing the
lanuscape, iuentifying the oppoitunities anu making the best choices iequiies a paitnei - a
Tiusteu Bigital Neuia Auvisoi.
This piogiam is uesigneu to help you become just that. Fiom pioviuing solutions to
tiuly becoming youi customei's tiusteu auvisoi, this piogiam will focus on the piactice of a
sales fiamewoik that shifts the focus fiom the sellei (you) to the buyei (youi piospect oi
customei).


Great j ust i sn t good enough.
TDMA | I : BUI LDI NG YOUR BUSI NESS 2


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*+& *,-./&0 1232/#$ 4&02# 5062.(,
What uoes it mean to be a Tiusteu Bigital Neuia Auvisoi.


Theie aie many ways to consiuei this simple chait. Foi the puiposes of this piogiam,
we've uefineu these thiee stages in following ways:

32.&(+24 5-'#)
At this stage, the uigital meuia auvisoi (you) is having conveisations that iuentify which
piouucts anu seivices (solutions) will solve specific business issues. The customei may be
new to uigital meuia, oi not completely convinceu of its value.

6#.-(+24'"+7 5-'#)
Beie, "ielationship" uoes not iefei to the glau-hanuing, bakeu goou-beaiing salesman of
yoie who believeu his success to be a iesult of his chaiisma anu likeability. In touay's
maiket, buyeis value ielationships with selleis who beai gifts of fiesh iueas anu actionable
insight.
As the customei expeiiences the positive iesults of youi paitneiship, tiust anu
cieuibility inciease. You aie incieasingly positioneu as the uigital meuia expeit anu you aie
Auapteu fiom Baviu
Naistei, The Tiusteu
Auvisoi
TDMA | I : BUI LDI NG YOUR BUSI NESS 3


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able to help youi customei make bettei, moie infoimeu uecisions about his oi hei uigital
stiategy anu business.

!%&'( 5-'#)
In this stage, youi conveisations aie no longei limiteu to piouucts anu buugets. You
have establisheu a tiuly collaboiative paitneiship with youi customei anu aie woiking
togethei to "!"#$%&#%'( *##"+&%, &-".#/ %0,*- &11-"&!02 ,#&3'*#4 %0,5 %" %&6, &/+&#%&4, "7
".- *#!-,&$*#4'( /*4*%&' $"!*,%( &#/ !&1*%&'*8, "# %0, %-,#/$ 9,:-, $,,*#4 ;< - Nikesh Aioia,
SvP anu Chief Business 0fficei, uoogle.

Please consiuei thiee of youi accounts (A: a top account, B: a new account with untappeu
potential anu C: an account that isn't giowing.)

Wheie woulu you plot youi ielationship with each account in the matiix above.





What actions might you consiuei to.
ueepen youi peisonal ielationship with each account.





bioauen the scope of business issues youi customei engages in with you, foimally oi
infoimally.




TDMA | I : BUI LDI NG YOUR BUSI NESS 4


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7(-,.& 8-/$29&
89 :4(%2)&;(+24
The Tiusteu Bigital Neuia Auvisoi
Intiouuctions
Why use a sales piocess.
<9 *+,+(-. =-.&# >%272'+(+24
Napping youi customeis
Napping youi inuustiy
Iuentifying the issues
Besciibing benefits, not featuies
?9 >.-4
What to know befoie you go
Befining a puipose anu uesiieu outcome
0sing a pie-call planning template
@9 A7#4
Builuing iappoit
Shaiing an agenua
Beliveiing a positioning statement
B9 :)#4(+CD
0nueistanuing the puipose of uiscoveiy
Iuentifying emotional anu logical neeus
Following the uiscoveiy flow
Summaiizing youi uiscoveiy
E9 6#;2FF#4)
Befining the elements of youi stoiy
Besigning a customizeu solution
G9 H-4).# AIJ#;(+24'
Putting objections in context
Applying the objection hanuling piocess
TDMA | I : BUI LDI NG YOUR BUSI NESS 5


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Responuing to common objections
?9 K.2'#
Closing on youi uesiieu outcome
Choosing a closing appioach
Setting expectations anu next steps
?9 3&FF-%D
Cumulative piactice
Key takeaways
Action plan


At the enu of this couise, you will be able to:
Implement a iepeatable sales piocess that will enable you consistently to uo
the iight things on puipose.
Be moie puiposeful in youi customei inteiactions by piacticing moie
thoughtful pie-call planning.
Piactice moie effective inquiiy to iuentify the customei's pioblem anu why
he oi she woulu like to solve it.
Piesent youi iecommenuation in a way that engages the customei's logical
anu emotional uecision-making piocess.
Listen to customei objections anu finu the oppoitunities they piesent.
uain commitment fiom customeis foi uesiieu next steps.





"I would visualize things coming to me. It would just make me feel better. Visualization works if you work hard. That's
the thing. You can't just visualize and go eat a sandwich."

- Jim Carrey
Actor and Comedian
TDMA | I : BUI LDI NG YOUR BUSI NESS 6


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:&,.(9#$ ;9/,(0-'/2(9.
Name


Cuiient iole. Past expeiience.



What is the gieatest challenge you face (that is unuei youi contiol) when woiking with
customeis to invest in uigital maiketing.



Aftei ieviewing the leaining objectives foi this couise, what one thing woulu help you be
moie effective in youi iole.



If this tiaining is effective, how will you know.




What woulu you like to be iemembeieu foi at youi company.




Why am I using all
this ink?

Studies indicate
that handwriting
notes helps aid
retention when
learning.
TDMA | I : BUI LDI NG YOUR BUSI NESS 7


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*+& 12<<&,&9'& =&/>&&9 ?&$$293 #90 @-A293
Bow uoes it feel to be "solu to".




Bow uoes it feel to buy something.




What is the uiffeience between the two expeiiences.






TDMA | I : BUI LDI NG YOUR BUSI NESS 8


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?&$$293 /( /+& B)C(>&,&0 7-./()&,
The powei uynamic of the sales inteiaction has changeu uiamatically. Salespeople no
longei contiol access to infoimation theii piouuct specifications, piice list, stock levels,
competitoi offeis all this anu moie is often easily available foi customeis. In this age of
the empoweieu customei anu self-seivice, why even have sales people.

LM"+.# 2&% -;;#'' (2 %-N +4C2%F-(+24 "-' ,%2N4 #O724#4(+-..DP
2&% (+F# (2 7%2;#'' ("+' +4C2%F-(+24 "-' )#;.+4#) %-7+).DP N"+;"
"-' 7.-;#) -4 &47%#;#)#4(#) 7%#F+&F 24 ("# -;( 2C F#-4+4,Q
F-R+4,9S
- ueoige Byson, Futuiist

The explosion of infoimation anu choice means that moie than evei, people neeu help
to naiiow theii options to the most meaningful ones. Cieuible expeits who have eaineu
theii tiust (that's you) have an enoimous oppoitunity to help them iuentify the pioblem
they wish to solve, anu to help them make bettei, moie infoimeu choices.

What have you noticeu about the way customeis have changeu.





What impact has this hau on the way you woik with customeis.





TDMA | I : BUI LDI NG YOUR BUSI NESS 9


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%+#/ 4#D&. E(- 12<<&,&9/F
0ne of the keys to selling is being able communicate how youi piouucts anu seivices
solve pioblems anu cieate value foi the customeis. While masteiy of piouuct knowleuge is
ciitical, unueistanuing how customeis leveiage those piouucts anu how it impacts theii
business is a stoiy we can all get bettei at telling.


M"-( 1-.&# )2#' D2&% ;2F7-4D 7%21+)#T
What aie some key featuies of youi company. What aie the benefits (to the customei) of
those featuies.

U#-(&%#' 5#4#C+('

















H2N -%# D2& )+CC#%#4(T
Ciicle those featuies that uiffeientiate youi company fiom the competition. Bow uo you
know if they aie tiuly a uiffeientiating featuie.
1. It is unique to youi company. (Bas any company evei saiu, "We pioviue meuiocie
customei seivice".)
2. It's something the customei caies about. (Youi builuing might be LEEB ceitifieu -
uoes this mattei to youi customeis.)
S. You can back up youi claim.

TDMA | I : BUI LDI NG YOUR BUSI NESS 10


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1&$26&,293 # GHG
0nueistanuing youi uiffeientiating featuies is not enough. You must be able to
communicate the benefits of youi featuies with claiity anu conviction. It can be easy to
iamble on foi 1u minutes about the histoiy of youi company anu why you think you coulu
be the iight paitnei foi youi customei. The challenge is to focus youi thoughts in a cleai,
easy-to-unueistanu way anu uo this in a shoit amount of time.
An excellent technique foi communicating the key components of youi value
pioposition is this classic thiee-step stiuctuie:
Fiist, pieview youi key points - tell them what you'ie going to tell them.
Seconu, explain each of youi key points in uetail - tell them.
Thiiu, summaiize youi key points - tell them what you tolu them.

3x3 worksheet
The S key featuies we offei to oui customeis aie:

1.
2.
3.

The C+%'( key featuie is:




The main benefits oui customeis ieceive aie:






TDMA | I : BUI LDI NG YOUR BUSI NESS 11


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The '#;24) key featuie we offei is:




The main benefits oui customeis ieceive aie:




The ("+%) key featuie we pioviue is:




The main benefits oui customeis ieceive aie:





So, in summaiy, the key benefits we pioviue oui customeis aie:

!"

$"

%"


TDMA | I : BUI LDI NG YOUR BUSI NESS 12


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?C&#D 29 *&,). (< /+& 7-./()&,I. ;9/&,&./.
You can tell youi customei a lot about you, youi company, anu youi piouucts anu
seivices but if you uo not connect that infoimation to pioblems youi customei wants to
solve, it will make veiy little uiffeience. Infoimation must be communicateu in a way that
immeuiately answeis the question, "What's in it foi me, the customei."
0sing the stiuctuie of Link - Featuie - Biiuge - Benefit (LFBB) is a simple way to
consistently communicate in a way that speaks to the customei's inteiests.

A .+4R calls back to something the customei saiu pieviously.



A C#-(&%# is a fact about a piouuct (that can be pioven).



A I%+),# is a shoit phiase using the woiu "you" that pivots the featuie to the benefit.



A I#4#C+( is how the customei woulu use oi expeiience the featuie.







Just because I dont care doesnt mean I dont understand.
- Homer Simpson, Television Dad

TDMA | I : BUI LDI NG YOUR BUSI NESS 13


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?/,(93 J,(>/+ 5+&#0 <(, K('#$ 89$29&
22 Google confidential 22 Google confidential
Strong Growth Ahead for Local Online
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Local Online Ad Spend 2003 - 2016
TDMA | I : BUI LDI NG YOUR BUSI NESS 14


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TDMA | I : BUI LDI NG YOUR BUSI NESS 15


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TDMA | I : BUI LDI NG YOUR BUSI NESS 16


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TDMA | I : BUI LDI NG YOUR BUSI NESS 17


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The single biggest problem in communication is the illusion that it has taken place.
- George Bernard Shaw
TDMA | I : BUI LDI NG YOUR BUSI NESS 18


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%+A O.& # :,('&..F
Consistently goou iesults happen on puipose. When you look closely at people who
excel in theii woik, you almost always finu a commitment to a piocess built on soliu
funuamentals. Successful piofessionals aie usually veiy uisciplineu about following a
consistent piocess, even if this piocess is subconscious. We often iefei to this as being
"unconsciously competent."
Inteinalizing a sales piocess ieuuces the "mental gymnastics" iequiieu to focus on the
mechanics of the inteiaction anu allows you to ielax, tuin the focus to the client anu
iesponu genuinely anu cieatively in the moment.

TDMA Sales Process

TDMA | I : BUI LDI NG YOUR BUSI NESS 19


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:K5P


souice: thinkwithgoogle.com
TDMA | I : BUI LDI NG YOUR BUSI NESS 20


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1( E(-, Q()&>(,D
Business owneis uon't have time to sit anu play 2u questions with sales people
anymoie. (If they uo, that may not be someone whose business you want.) Customeis
expect theii potential paitneis to have uone theii homewoik, to know the basic facts about
theii business anu to be piepaieu to offei insights anu value befoie they even sit uown foi
a meeting. The moie piepaieu you aie, the gieatei youi cieuibility.

tip: People always want to know, "What aie othei people like me uoing that's woiking."

Know Before You Go
1. Review the customei's website. Bave a basic unueistanuing of the business. What's the
flagship piouuct oi seivice. Whom is the customei tiying to ieach. What uoes the
company use theii website foi. Expeiience the company's mobile piesence. visit theii
stoie.
2. Bo some ieseaich. Is youi customei alieauy uoing online maiketing. Is the company in
the oiganic seaich iesults. Bow competitive is the au space. Who aie youi customei's
competitois. Bow uiffeient aie they.
S. Speak youi customei's language. What veitical is youi customei in. What is the
company's sales cycle. What challenges uoes youi customei face. What case stuuies oi
success stoiies uoes youi company have that woulu be ielevant.
4. Plan an online stiategy. What coulu be a potential AuWoius stiategy foi the customei.
What piouucts might help youi customei's business.


What else woulu you suggest.









TDMA | I : BUI LDI NG YOUR BUSI NESS 21


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1&<29293 /+& :-,C(.& #90 1&.2,&0 8-/'()&
Befining these two simple objectives can have a tiemenuous impact on the iesults of
youi meetings. Claiifying puipose anu uesiieu outcomes helps to focus youi eneigy anu set
the stage foi the iest of youi piepaiation. The challenge is that you must give youiself the
mental space to stop anu think, even if only foi a couple of minutes. In fact, two minutes is
usually all it takes to kick stait youi piepaiation so that the best veision of youiself shows
up at the meeting.

"#$%&'() "Why aie we having the meeting. What is the benefit to the
customei."

*('+$(, &#-.&/(') "What uoes success look like at the enu of this meeting."

Choose one of youi key upcoming meetings anu think thiough these key questions.

>&%72'#





*#'+%#) A&(;2F#






tip: Buiing the initial getting-to-know-you meeting, sales people often say, "The puipose
of this meeting is foi me to unueistanu a little bit moie about youi business, foi you to heai
about how my company helps business like youis anu then foi us to see if theie's a goou
fit."

Baseu on this stateu puipose, who will ieceive the gieatest benefit fiom this meeting. Who
'"2&.) (always) benefit fiom meeting with you.

TDMA | I : BUI LDI NG YOUR BUSI NESS 22


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Bow might you iestate the puipose of this meeting to be moie customei-centiic.








Now, follow thiough anu make this moie than a spin on woius. *#.+1#% ("# I#4#C+(.


Prep Template
0sing the >%#7 !#F7.-(# on the following page, think thiough an upcoming meeting.

What else woulu you auu to youi piepaiation plan.













TDMA | I : BUI LDI NG YOUR BUSI NESS 23


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TDMA | I : BUI LDI NG YOUR BUSI NESS 24


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8:BP R @-2$0293 S#CC(,/
When you meet with a customei, youi immeuiate goal is to builu iappoit. This is tiue
on the fiist meeting, the seconu meeting oi the 2u
th
meeting. Rappoit iefeis to a level of
comfoit between two people. To builu iappoit with customeis, you must behave in ways
that align with theii values anu inteiests.
Be piepaieu anu genuinely inteiesteu.
Know youi auuience. In theii limiteu available time, senioi executives aie moie
inteiesteu in knowing how you will cieate value foi theii oiganization. With the
people you will be woiking with on a uay-to-uay basis, you may neeu to spenu
(oi be moie open to spenuing) moie time builuing peisonal iappoit - they want
to know that you'll be someone they can woik closely with.
Know when to biing pieliminaiy pleasantiies to an enu anu tiansition in to the
business conveisation.


tip: Bave you evei heaiu the saying, "All things being equal, people piefei to uo business
with people they like". Reseaich shows that actually, people piefei to uo business with
people whom they think like ("#F. So the best way to builu iappoit anu long teim
ielationships with customeis is to uemonstiate genuine inteiest anu cuiiosity about them,
anu theii business.


Preliminary Pleasantries
Nost meetings begin with some pieliminaiy pleasantiies. With new ielationships, this
is especially impoitant anu a gieat oppoitunity to finu some common giounu with
customeis, outsiue the scope of the typical uiscussions.

What ieseaich might you uo befoiehanu to builu iappoit anu finu common giounu.







TDMA | I : BUI LDI NG YOUR BUSI NESS 25


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T%& 5,& J((3$&U
What aie some of the opinions anu peiceptions customeis might alieauy have about
uoogle.

>2'+(+1# X#,-(+1#
















Bow can those opinions help oi hinuei you when woiking with customeis.





Bow can you oveicome these peiceptions.








TDMA | I : BUI LDI NG YOUR BUSI NESS 26


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?+#,293 /+& 53&90#
0pening the business conveisation can happen in a foimal way (e.g. using a piinteu
agenua) oi a less foimal way (e.g. asking the customei subtle questions to ueteimine theii
piioiities). Regaiuless of whethei you aie uelibeiate about shaiing youi agenua oi not,
having a cleai, pie-ueteimineu agenua is a best piactice. It's also ciitical, as you stait the
meeting, that the customei is pait of the agenua cieation piocess. You must gain theii input
along the way to make suie you aie heaueu uown the piopei path.
Elements of an effective agenuaagenua statement aie as follows:
>&%72'#Y State the puipose of the meeting in a customei benefit-oiienteu
mannei, i.e., why aie we having the meeting anu what's in it foi the
customei.
AIJ#;(+1#'W(27+;'Y List the few topics that you expect to uiscuss with the
customei that will enable the meeting's puipose to be accomplisheu.
Z-+4 ;&'(2F#% +47&(Y Solicit feeuback to make suie you aie heaueu uown
the iight path anu auuiessing what's most impoitant to the customei.
!%-4'+(+24 (2 D2&% 72'+(+24+4, '(-(#F#4(Y 0nce you confiim the agenua,
tiansition to youi positioning statement.


What uoes setting an agenua foi the meeting uo foi you.



What uoes it uo foi the client.






Five frogs are sitting on a log. Four decide to jump off. How many are left?
Answer: Five.
Why? Because theres a difference between deciding and doing.
Mark L. Feldman & Michael F. Spratt

TDMA | I : BUI LDI NG YOUR BUSI NESS 27


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53&90# ?/#/&)&9/ %(,D.+&&/
Piepaie youi agenua statement foi an upcoming call oi meeting.

>&%72'#





A&(.+4#







:47&(





!%-4'+(+24





TDMA | I : BUI LDI NG YOUR BUSI NESS 28


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E(-, :(.2/2(9293 ?/#/&)&9/
A positioning statement is a 9u seconu oveiview of who you aie anu how you woik with
customeis. It helps builu youi cieuibility, gives context to the conveisation anu helps the
customei begin to connect youi woik to the issues he oi she faces.
The stiuctuie of a positioning statement is:

1. *#';%+I# N"-( D2& C2;&' 24 )2+4,9

2. *#';%+I# ("# (D7# 2C ;&'(2F#% D2& '#%1# -4) - F-J2% 7%2I.#F ("#D (D7+;-..D
#O7#%+#4;# (something this customei might also be expeiiencing).

S. *#';%+I# "2N D2&% (D7+;-. ;&'(2F#% I#4#C+(' C%2F N2%R+4, N+(" D2&9

4. 5%+),# (2 ("# :)#4(+CD '(#7 N+(" - [&#'(+249


tip: Nake this about the customei anu ("#+% woilu, not about you. Youi positioning
statement shoulu instantly get the customei thinking about theii own situation.

Tiy out youi positioning statement on someone. If theii ieaction is, "0h. That's inteiesting,"
take some time to woik on it. The initial moment of a sales conveisation is ciitical - you
must immeuiately establish ielevancy anu cieuibility.

Youi positioning statement shoulu engage people anu leave them wanting to know moie.

tip: Keep it shoit!



TDMA | I : BUI LDI NG YOUR BUSI NESS 29


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:(.2/2(9293 ?/#/&)&9/ %(,D.+&&/
*#';%+I# N"-( D2& C2;&' 24 )2+4,9




*#';%+I# ("# (D7# 2C ;&'(2F#% D2& '#%1# -4) - F-J2% 7%2I.#F ("#D (D7+;-..D
#O7#%+#4;#9





*#';%+I# "2N D2&% (D7+;-. ;&'(2F#% I#4#C+(' C%2F N2%R+4, N+(" D2&9





5%+),# (2 ("# :)#4(+CD '(#7 N+(" - [&#'(+249







Piactice ueliveiing the Agenua Statement anu Positioning Statement in one step.



TDMA | I : BUI LDI NG YOUR BUSI NESS 30


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;1BP*;"E R %+A 5.D V-&./2(9.F
What logical neeus is the customei attempting to auuiess. What aie the emotional
neeus that will convince him oi hei to act. Iuentifying these neeus is the next step of the
piocess.

0n aveiage, in a successful meeting, what peicentage of the time shoulu you be speaking vs.
listening.



Bow can asking the iight questions help you to stiengthen youi ielationship anu cieate
oppoitunities.



Bow can "expeiience" help you anu huit you when asking questions to unueistanu the
customei's business.




*2 *24\(
Listen foi what's uiffeient Listen foi what's familiai
See youi customei as a unique
peison
See youi customei as someone filling
a iole
Listen to unueistanu Listen to iesponu
Be a "cuiious" listenei Be a "juugmental" listenei





Good questions do not merely elicit information the client already knows;
they provoke a deeper exploration and insight on the part of the client.
- Mahan Khalsa

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@&293 # @&//&, K2./&9&,
Theie aie few skills in life that will have a moie uiamatic positive impact on
ielationships, both piofessionally anu peisonally, than goou listening. In a iecent NPR
inteiview, Tony Cainevale, uiiectoi of the ueoigetown 0niveisity Centei on Euucation anu
the Woikfoice, uiscusseu how the natuie of oui woik has changeu. Baseu on uata fiom the
Buieau of Laboi Statistics, the Centei iuentifieu the majoi shift as ". fiom physical skill to
skill that has moie to with cognitive function, anu moie to uo with inteiacting with othei
people." 0;(+1# .+'(#4+4, is now a skill that is impoitant in 7S peicent of jobs, which is an
inciease of Su peicent fiom jobs in the 197us. (Siegel 2u11)
"The uiffeience between listening anu active listening is what youi wife oi paitnei oi a
fiienu will always tell you you uon't uo, which is to heai what they say anu act on it; that is,
to incoipoiate what they'ie telling you into youi behaviois," says Cainevale.

What is the uiffeience between "listening to iesponu" anu "listening to unueistanu".



Bow uo you feel when you aie inteiiupteu oi when a peison you aie talking with "finishes
youi sentences" foi you. Why.



Boes goou listening seive emotional oi logical neeus. Please explain.



]#D' (2 V+'(#4+4,
Beai otheis' opinions befoie expiessing youi own.
If you want to solve a pioblem, you have to unueistanu it fiist.
Leain how to acknowleuge opinions oi statements without agieeing oi
uisagieeing with them.

TDMA | I : BUI LDI NG YOUR BUSI NESS 32


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7,&#/293 #9 8CC(,/-92/A J#C
You begin by asking geneial cuiient situation questions anu then move to moie specific
questions about the business. The goal is to continue builuing tiust anu iappoit with the
customei by being genuinely cuiious about the customei anu his oi hei business. You also
want to exploie the aieas of the business wheie we can pioviue value.
The numbei one goal of uiscoveiy is to cieate an oppoitunity gap by making youi
customei awaie of the ",-7" between wheie he is anu wheie he wants to be. You also neeu
to uiscuss goals anu piioiities anu why these aie so impoitant.
The majoiity of time in an initial meeting shoulu be spent in uiscoveiy moue because it
pioviues the infoimation neeueu to piesent a ielevant solution that auuiesses the
customei's objectives, pain points, anu goals. An effective meeting can help the customei to
think moie cleaily about his business, his challenges anu oppoitunities anu what he neeus
to uo about it.
0n the following pages you'll finu examples of cuiient situation anu uesiieu situation
questions you can use in initial meetings. You piobably won't ask all of these questions but
you neeu to follow a soliu piocess that will effectively exploie these key aieas anu give you
the infoimation you neeu.


TDMA | I : BUI LDI NG YOUR BUSI NESS 33


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?4@ 506&,/2.293 8=W&'/26&.


What questions woulu you piepaie to iuentify youi customei's piimaiy auveitising
objective.






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7-,,&9/ ?2/-#/2(9 V-&./2(9.
5&'+4#''
Tell me about youi business touay anu how you uiffeientiate youiself in the
maiketplace.
Who aie youi taiget customeis.
What aie youi best-selling piouucts oi seivices. Bow much uo they sell foi.
When aie youi busy seasons.
Wheie aie you online. Wheie aie you offline.
Who aie youi main competitois. What sets you apait fiom them.
Bow uo you see the maiket changing. What tienusconuitions aie most impacting
you.
What is the value of a customei. What is a customei's lifetime value.







:4)+1+)&-.
What aie the big issues on youi agenua. Why aie those impoitant iight now.
Bow is youi success measuieu.






TDMA | I : BUI LDI NG YOUR BUSI NESS 35


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/-%R#(+4,
Who hanules maiketing stiategy foi youi business.
What aie youi maiketing goals. What is youi maiketing buuget.
Wheie aie you maiketing youi business (online anu offline). Why uiu you ueciue to
use those channels.
Bo you know how most of youi customeis finu you.
What aie the goals of youi website.
Bow much new business woulu come fiom youi website. Bow instiumental is youi
website in giowing youi business.
Bo you know how youi website is peifoiming in attiacting customeis to youi
business.
What aie you cuiiently uoing to uiive tiaffic to youi website. Bow aie you
cuiiently maiketing youi website.
What auveitising meuiums aie woiking best foi you anu why.
Bave you tiieu auveitising with uoogle.
Bow much uoes it cost to acquiie a new customei.







TDMA | I : BUI LDI NG YOUR BUSI NESS 36


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1&.2,&0 ?2/-#/2(9 V-&./2(9.
5&'+4#''
What aie the top piioiities foi youi business this yeai anu how aie you acting on
them.
What plans uo you have to giow youi business.
What aie some of the challenges oi ioaublocks that you anticipate hanuling.
Is theie a piouuct oi seivice that you woulu like to make a biggei peicentage of youi
ievenue mix.








:4)+1+)&-.
What aie youi piioiities foi this yeai. This quaitei.
What piojects uo you have on the back buinei that you woulu ieally like to make
piogiess on. What ioaublocks aie you facing.








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/-%R#(+4,
When uo you want to auveitise to customeis in the buying cycle.
What aie the specific goals you aie tiying to achieve with youi maiketing.
Bo you have a piefeience towaius acquisition oi ietention. Which is moie
impoitant to you anu why.
Aie you happy with the amount of sales anu customeis you cuiiently have oi coulu
you use moie.
Aie you happy with youi bianu awaieness.







Ask the customei to expanu on how solving a pioblem oi taking auvantage of an
oppoitunity woulu help them.

M"-( N2&.) ("# +F7-;( I# +C ^T
:C D2& ;2&.) ^ N"-( N2&.) D2&% 4#O( F21# I#T
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BHC&'/#/2(9.
What uo you expect fiom a uigital maiketing paitnei.
(If theie's an incumbent) What uoes youi cuiient paitnei uo ieally well.
What is youi timeline foi implementation.
Who else shoulu be involveu in these uiscussions.
What conceins uo you have.




:,2)#,A 4(/26#/293 "#'/(,.
Although customeis have a uiveise aiiay of conceins, they stiuggle with %0, $&5, 1-"3',5$.

>%2I.#F :F7-;( _F2(+24-. X##)
Limiteu time 0nable to puisue new
maiketing stiategies

Lack of expeiience Nistakes in online
maiketing campaigns

Resouice constiaints Cutting coineis anu
employee uissatisfaction

Not taigeting auuience
effectively
Failuie to geneiate ievenue
Inability to measuie
success
Suboptimal use of
maiketing buuget

Limiteu maiketing
stiategy
Nissing out on customei
segments

Limiteu buuget Limiteu investment in the
futuie


M"D +' ("+' - 7%+2%+(D 42NT
M"-( 7%2F7(#) D2& (2 ^T

What questions woulu you ask to iuentify youi customei's piimaiy motivating factois.

TDMA | I : BUI LDI NG YOUR BUSI NESS 39


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tip: Be 1#%D caieful when iuentifying customei pain points. You nevei want to make the
customei "wiong." You aie not implying that she has maue pooi uecisions - she maue the
best uecision possible. Youi iole is to highlight infoimation, possibilities anu options that
will help hei make #1#4 I#((#% uecisions anu impiove (not coiiect) the situation.


TDMA | I : BUI LDI NG YOUR BUSI NESS 40


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:,#'/2'&
Please use the scenaiios pioviueu to iole-play the Iuentify step of a customei inteiaction.

62&4) 8 X2(#'







62&4) < X2(#'







62&4) ? X2(#'






TDMA | I : BUI LDI NG YOUR BUSI NESS 41


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?-))#,2X293 %+#/ /+& 7-./()&, ?+#,&0
All too often, sales people ask questions, take a few notes anu then. uo nothing. People
neeu to know that they have been heaiu anu unueistoou. The best way to ensuie that this
has happeneu is by ueliveiing an effective summaiy following a stiuctuie like this.

:4(%2)&;# ("# '&FF-%D

!"#$%#&% ()"*+,-
=,%:$ -,+*,9 90&% 9, %&'6,/ &3".% %" 5&6, $.-, 9, &-, "#
%0, $&5, 1&4,>

3&FF-%+`# K&%%#4( 3+(&-(+24

!"#$%#&% ()"*+,-
?.--,#%'(;
@.55&-*8, 6,( 1"*#%$ "7 %0, !.--,#% $*%.&%*"#

3&FF-%+`# *#'+%#) 3+(&-(+24

!"#$%#&% ()"*+,-
A0, 5&*# 4"&'$B1-*"-*%*,$B".%!"5,$ &-,;
C,+*,9 6,( 4"&'$2 1-*"-*%*,$ &#/ %*5,'*#,$ &#/ %0,
-,$.'%$ (".- !.$%"5,- 9&#%$ %" 1-"/.!,

0'R K24C+%F+4, a&#'(+24'

.,/ 01,+2#3&+-
D",$ %0&% &!!.-&%,'( $.5 .1 (".- $*%.&%*"#E
?&# (". %0*#6 "7 &#(%0*#4 *51"-%&#% %0&% 9, 0&+,
#"% /*$!.$$,/E

!%-4'+(+24 (2 X#O( 3(#7'
!"#$%#&% ()"*+,-
F-,&%> =,%:$ %&'6 &3".% $"5, 1"$$*3', #,G% $%,1$ ;



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?-))#,A :,#'/2'&
0se the notes you took fiom youi iole-plays to piactice ueliveiing a summaiy.

:4(%2)&;# ("# 6#;-7
A-&#$*%*"# H0-&$,I




3&FF-%+`# K&%%#4( 3+(&-(+24
A-&#$*%*"# H0-&$,I




3&FF-%+`# *#'+%#) 3+(&-(+24
A-&#$*%*"# H0-&$,I




0'R K24C+%F+4, a&#'(+24'
J,( K.,$%*"#$I




!%-4'+(+24 (2 X#O( 3(#7'
A-&#$*%*"# H0-&$,I



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;0&#. /( :,#'/2'&
0'R [&#'(+24' -4) .+'(#49 Youi customei shoulu feel impoitant anu
valiuateu.
3(-%( #-'D9 Stait uiscoveiy with moie basicgeneial questions anu then
move to the complicateu anu specific aieas. This appioach puts the customei
at ease.
b'# ;.-%+CD+4, [&#'(+24'9 When you uncovei an impoitant piioiity, use
claiifying questions to go ueepei. E.g., "L0( *$ %0&% *51"-%&#% -*40% #"9E M"9
/",$ %0&% *51&!% (". *# (".- -"',E< etc.
U2;&' 24 ;&'(2F#% 2&(;2F#'P 42( 7%2)&;('9 Focus on what the customei is
tiying to achieve anu show him how youi piouucts anu seivices will help to
make that happen.
U2..2N - )+';21#%D C.2N by asking cuiient situation questions followeu by
uesiieu situation questions (goals) which will help to cieate a selling gap.
b'# [&#'(+24' (2 F21# )##7#% N+("+4 ("# 2%,-4+`-(+249 What challenges
anu oppoitunities is youi customei being askeu to auuiess by his boss.
a&#'(+24' .#-) (2 ;%#)+I+.+(D9 Asking thoughtful questions about specific
topics ielevant to youi customei is one of the best ways to gain cieuibility.
!-R# -;;&%-(# 42(#'9 You will be able to uo a uiscoveiy summaiy anu
effectively customize youi iecommenuations.










The essential difference between emotion and reason is that emotion leads to action
while reason leads to conclusions.
- Neurologist Donald Galne

TDMA | I : BUI LDI NG YOUR BUSI NESS 44


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SB7844BP1

souice: thinkwithgoogle.com
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B$&)&9/. (< E(-, ?/(,A
0nce you've iuentifieu youi customei's neeus, you'ie ieauy to iecommenu some
solutions! Bepenuing on youi sales cycle oi the customei, this step may come uuiing the
same meeting oi you may offei to come back at a latei time to piesent youi
iecommenuations. In any case, you will neeu to ciaft a stoiy to peisuaue youi customei.
KH_K]V:3!
8 The impeiative
Reasons youi customei neeus to uo something uiffeient fiom what
she uoes touay - e.g., competitois aie gaining giounu, sales aie
uiopping, the company's online piesence is ineffective
< Customei goals
Taigets that aie specific to the customei company (anu, iueally, the
inuiviuual) which uemonstiate oui unueistanuing of its business
anu iuentifies what pioblemchallenge we aie tiying to auuiess
?
Best-in-class
Competition
Examples of othei companies, iueally competitois, who "get it" anu
aie uoing a bettei job of taking auvantage of online maiketing
technologies with you to get aheau
@
Youi value
pioposition
Bow you can help the customei achieve business goalsauuiess
pioblems
The quantifieu value to the customei in teims of cost of auveitising
veisus potential auuience ieacheu, anu the investment iequiieu -
aka the "business case"
What piopoition of youi customei's total maiketing buuget this
iepiesents
Bow this compaies to youi customei's tiauitional messaging anu
maiketing appioach - you aie cheapei, moie flexible, etc.
B Next steps
Asking foi feeuback on business case anu commitment to agieeu
upon goals
Action plan with ueaulines
Timeline foi key inteiactions
TDMA | I : BUI LDI NG YOUR BUSI NESS 46


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1&.239 # 7-./()2X&0 ?($-/2(9


0sing the customei piofile you biought with you anu the checklist anu solution template
above, uevelop a solution iecommenuation foi youi client.
TDMA | I : BUI LDI NG YOUR BUSI NESS 47


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souice: thinkwithgoogle.com
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S&'())&90#/2(9 :,#'/2'&
X2(#'




















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Q5P1KB R S&.C(90293 /( 8=W&'/2(9.
0bjections, conceins anu hesitations aie a natuial pait of the uecision making piocess
anu can come up at any time. They aie not necessaiily an inuication that the customei uoes
not want to uo business with you. The appioach to uealing with iesistance can be moie
impoitant than the actual iesponse.

V+'(#4
When you heai an objection, youi initial impulse may be to iesponu immeuiately. It's a
natuial ieaction anu one that can take a lot of effoit to stifle. The fiist step is to listen tiuly
to what the customei is saying. We spoke eailiei about the uiffeience between listening to
iesponu anu listening to unueistanu - the lattei will seive you well heie.
Befoie you say anything, pause.

K.-%+CD
Ask questions to claiify what the customei's concein is tiuly about. "That sounus
expensive," can mean many uiffeient things. Nake suie you know which one it is befoie you
uevelop a iesponse.




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uoou things happen when you ask claiifying questions:
The emotion behinu the objection often uissipates as the customei talks about it.
This can help make him oi hei moie ieceptive to youi iesponse.
You will heai clues as to the best way to iesponu. 0ften customeis will talk
themselves out of the objection as they explain why the objection is an impoitant
concein.
Questions help you to gathei moie infoimation, which leaus to moie questions.
Questions help you to uncovei the ieal issues.
Questions keep you fiom contiacting the most uieaueu illness of sales people -
talking too much.
Questions help you to gain cieuibility in the eyes of the customei.
Questions help the customei solve his oi hei conceins.

Some claiifying questions to tiy:
Please help me bettei unueistanu youi hesitation.
What is it specifically that you aie conceineu about.
What weie you expecting. Bow uiu you aiiive at that expectation.
Coulu you tell me a little moie about that concein so that I can unueistanu it bettei.
Coulu you please explain it to me in moie uetail.

6#'(-(#
Aftei you've askeu some claiifying questions, iestate the objection back to the customei to
ensuie that you have coiiectly iuentifieu the issue. Aie you anu youi customei on the same
page. If the answei is yes, pioceeu to the next step - K&'"+24. If not, go back to the Listen
step anu iepeat the piocess until you've ieacheu agieement on the iestate.

K&'"+24
A cushion is an acknowleugement oi statement of empathy that shows the customei that
you have heaiu hei anu that you know this issue is impoitant. Put youiself "on the same
siue of the table" as the customei - you aie woiking with youi customei, not against.

6#'724)
Finally, iesponu to the objection.
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S&.C(90293 /( ?C&'2<2' 8=W&'/2(9.
AIJ#;(+24Y I alieauy have an excellent position in the oiganic seaich. Why shoulu I pay to
auveitise on uoogle.


What claiifying questions woulu you ask.



Bow uiu the customei iesponu to youi claiifying question.



What woulu you say to iesponu to this objection.






C=4* )D+5)23) 342 ;'. .,) *=4* 6+?? =)?1 ;'. 6=)2 /),1'25+28 *' *=+, '>B)3*+'2E






>%+2%+(+`#9 When you have moie than one objection, ask the customei to tell you which
objection is the one causing the gieatest concein anu begin theie.



TDMA | I : BUI LDI NG YOUR BUSI NESS 52


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AIJ#;(+24Y I uon't have the buuget foi this.


What claiifying questions woulu you ask.



Bow uiu the customei iesponu to youi claiifying question.



What woulu you say to iesponu to this objection.






What eviuence can you use that will help you when iesponuing to this objection.








012+) ("# N2%)' LI&(P "2N#1#%P -4) -;(&-..D9S They typically connect opposing iueas.




TDMA | I : BUI LDI NG YOUR BUSI NESS 53


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0IJ#;(+24Y Ny auuience is not onlineusing the inteinet.


What claiifying questions woulu you ask.



Bow uiu the customei iesponu to youi claiifying question.



What woulu you say to iesponu to this objection.






What eviuence can you use that will help you when iesponuing to this objection.









b'# (%+-. ;.2'#' to solicit customei feeuback anu give youi customei the oppoitunity to
expiess conceins.




TDMA | I : BUI LDI NG YOUR BUSI NESS 54


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AIJ#;(+24Y I alieauy tiieu this anu it uiun't woik foi us.


What claiifying questions woulu you ask.



Bow uiu the customei iesponu to youi claiifying question.



What woulu you say to iesponu to this objection.






What eviuence can you use that will help you when iesponuing to this objection.










Never argue. To win an argument is to lose a sale.
- Alfred Fuller, founder of the Fuller Brush Company
TDMA | I : BUI LDI NG YOUR BUSI NESS 55


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7-)-$#/26& :,#'/2'&
Foi this piactice you will woik in tiiaus: uoogle Sellei, Customei, anu Coach

Z22,.# 3#..#%
Focus on an upcoming meeting oi call.
0se the Conveisation Stack to builu iappoit.
Tiansition into the business conveisation with an agenua statement.
Cieate a selling gap by asking questions.
Take notes anu iecap the conveisation.

K&'(2F#%
The peison playing the uoogle Sellei will biief you on youi iole.
Stay in chaiactei anu embellish as neeueu. Keep youi answeis faiily shoit.
Avoiu giving challenging objections that ueiail the conveisation.

K2-;"
Take notes on how the peison playing the uoogle Sellei uses the skills we aie
focusing on.
Be piepaieu to pioviue thiee specific positive comments anu one suggestion.

TDMA | I : BUI LDI NG YOUR BUSI NESS 56


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7K8?B R J#29293 7())2/)&9/
Closing is not a mysteiious piocess, noi is it a mattei of tiicks oi manipulation. Closing
is the natuial conclusion at the enu of the sales piocess. If you have not uone a goou job of
the pievious steps (planning, builuing iappoit, asking questions, iecommenuing a solution,
hanuling objections) no closing technique in the woilu is going to save the sale at the enu.
Bowevei, you must get in the habit of asking foi the "oiuei," in whatevei foim that
might take - the next meeting, an intiouuction to an executive, a signeu pioposal, a tiial
iun, etc. As uoogle selleis like to say, "A0&#6 (". is not a close."
If you ask foi the sale anu the customei is not ieauy to commit, it is bettei to uiop back
into the iesponuing to objections piocess anu tiy to iesolve the concein.

What uo you uo to close the meeting effectively.




What uo you say oi uo to close a "sale".






At the enu of a meeting, how uo you know if you have achieveu youi puipose.




TDMA | I : BUI LDI NG YOUR BUSI NESS 57


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7$(.293 *&'+92Y-&.
Alternate choice or choice of two positives
This technique is veiy populai. It asks the customei to choose one of two answeis, both
of which inuicate a positive buying uecision has been maue. The closing question neeus to
be caiefully piepaieu. (Think back to youi )#'+%#) 2&(;2F# planning.)

_O-F7.#
Woulu Tuesuay afteinoon oi Weunesuay moining be bettei foi you.
Which iegion shoulu we stait with, the Noitheast oi Cential.


Assumptive close
The assumptive close is useu when the customei has expiesseu a positive ieaction to
youi iecommenuation anu seems to have no stiong objections. You simply assume they aie
going to buy.

_O-F7.#
Bow about we set up a meeting with oui account management team foi next
Thuisuay.
Why uon't I senu ovei the new contiact this afteinoon.

Direct close
Simply ask foi the business. This is sometimes useu as a tiial close.

_O-F7.#
Can we inciease youi monthly buuget to $1u,uuu then.
TDMA | I : BUI LDI NG YOUR BUSI NESS 58


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*2C. #=(-/ 7$(.293
1. Remembei that closing is ieally the piocess of opening a ielationship. uetting the
buying commitment is not the only uetail when it comes to closing.
2. Nost of the typical closing techniques like asking foi the oiuei aie actually
accomplisheu in the iesponuing to objections piocess. Focus youi attention on
helping the piospect by sinceiely auuiessing any conceins.
S. Bon't ovei piomise just to make the sale. You set youiself up foi futuie customei
uisappointment, uecieaseu iepeat business, anu fewei iefeiials.
4. Realize that many customeis cieate buying iesistance as a negotiating technique.
Focus youi attention on value, not piice.
S. Review the uetails of eveiy closeu sale. Customeis often foiget them oi even woise,
think they heaiu something you uiun't commit to. Nake suie this nevei happens by
summaiizing all uetails.
6. Close when the customei has agieeu on the benefits you've piesenteu, anuoi when
you get a buying signal: ieauiness to move aheau.
7. A close coulu be asking the customei to sign an agieement oi accept the pioposal.
8. If ultimately you uo get a "no," thank the customei foi taking the time to meet with
you, ask foi feeuback on why he oi she saiu no anu what you uiu oi uiu not uo that
affecteu the uecision, anu ask foi potential business in the futuie. Also ask
peimission to stay in touch.
9. Sometimes it's best to walk away as well. It's bettei to get "no" anu walk away fiom
the paiticulai piece of business than to continually get "maybes" anu piolong a
ielationship that won't be beneficial to eithei paity. It coulu be time wasteu.



TDMA | I : BUI LDI NG YOUR BUSI NESS 59


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:(./ 4&&/293 :,('&..
The post meeting piocess is uesigneu to help you to captuie youi thoughts while they
aie fiesh so you can efficiently shaie ielevant infoimation with youi teammates anu builu
on this infoimation as you giow youi ielationship with this customei. Theie aie thiee steps
to the post meeting piocess:

89 *#I%+#C
While the meeting is still veiy cleai in youi minu, quickly captuie youi thoughts.

<9 K.-%+CD Z2-.' -4) X#O( 0;(+24'
What aie the main goals anu next actions.

S. /##(+4, 6#;-7 (2 ("# K&'(2F#%
Follow up with a biief summaiy of the key points anu next actions.

The Meeting Recap
Aftei a customei meeting it is impoitant to maintain momentum anu capitalize on the
enthusiasm you have geneiateu. By following up quickly with customeis you help to builu
tiust anu keep the conveisation going. A simple yet often oveilookeu, piactice is to pioviue
the customei with a biief summaiy of the meeting incluuing next actions. An effective,
timely (within 24 houis) iecap piouuces multiple benefits:
The customei can easily shaie this infoimation with otheis in his
oiganization.
You can moie easily engage youi team membeis anu get them up to speeu.
It helps you to iefiesh youi thinking when you aie piepaiing foi the next
callmeeting with this customei.

Bow uoes a timely iecap help you. Bow uoes it help the customei.



TDMA | I : BUI LDI NG YOUR BUSI NESS 60


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:(./ 4&&/293 *&)C$#/&
Immeuiate
Biscussion
*#I%+#C
While the meeting is still cleai in youi minu, quickly captuie youi thoughts.
o F+5 6) 43=+)D) './ 5),+/)5 '.*3'(),E
o C=4* 5+5 6) ?)4/2E
o 92,+8=*, *' ,=4/) 6+*= *)4(
o G.,*'()/ /)43*+'2
o C=4* /),'24*)5E
o C=4* 5+52:*E

Captuie This K.-%+CD Z2-.' -4) X#O( 0;(+24'
Confiim:
o C=4* 4/) *=) 2)4/ *)/( 8'4?, <'/ *=) 3.,*'()/E
o C=4* +5)4, ,='.?5 6) 341*./) <'/ <.*./) 5+,3.,,+'2,E
o C=4* 5' 6) 2))5 *' ,=4/) 6+*= '*=)/ 3'??)48.),E
o C=4* 4/) *=) ,1)3+<+3 2)0* 43*+'2, 425 6=' +, /),1'2,+>?) <'/ )43=E
o C=' 6+?? 6/+*) *=) /)341E







Email within 24
his
/##(+4, 6#;-7 (2 ("# K&'(2F#%
Senu an email iecap to all meeting attenuees (cc: othei stakeholueis)
summaiizing the following:
o H**)25)), I3.,*'()/J;'./ 3'(142;K
o LM=427, <'/ ;'./ *+() 425 *=) '11'/*.2+*; *' 5+,3.,,NO
o P); +2,+8=*,
o Q)0* ())*+28J34?? ,3=)5.?)5
o Q)0* 43*+'2,
TDMA | I : BUI LDI NG YOUR BUSI NESS 61


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souice: thinkwithgoogle.com
TDMA | I : BUI LDI NG YOUR BUSI NESS 62


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7-)-$#/26& :,#'/2'&
Please piactice the piocess fiom opening to closing.

X2(#'



















TDMA | I : BUI LDI NG YOUR BUSI NESS 63


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%,#C OC
What was the most impoitant benefit you gaineu fiom this session.





Bow will this piogiam change the way you communicate with customeis going foiwaiu.





Is theie any aiea we coveieu that you woulu like to get moie tiaining on in the futuie.





What othei class membei in the ioom woulu you like to thank foi helping to make this
tiaining session moie valuable to you peisonally.