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5 Years ago
2 Xooglers
Vision
SEA
2009
SEO
WA
2012
Strong growth reaching
a Turnover of 12.2M
+ team of 14
Jan 2011
Internal SEA
Technology launched
Apr 2010
Semetis becomes
Google Analytics
Certified Partner
Semetis: preferred
eBusiness partner
4
Mar 2009
Semetis set-up
Summer 2011
First Facebook & Bing
Campaigns
3
2
1
Summer 2009
First clients signed:
Touring Assurances,
DIeteren, Scarlet,
Brico, Ixina, RTBF,
IKEA, SNCB,
Jan 2011
Semetis wins the
Belgacom-Proximus
overall SEA contract
2013 - 2014
Continuous Growth. Re-positioning + RTB
Office Extension (250 m) & collaboration
with other communication agencies.
+ team of 20
Digital
Advertising
Digital
Business
Intelligence
A Team of 20 people
AGENDA (part 1)
HELPING YOU TO HAVE BETTER PITCHES
- Market analysis, digital trends
- Consumer buying behavior + consumers typologies
- Competition analysis
- Benchmarking
- Objectives
- Google product mix and the allocation of the budgets
- Estimated results
- Life time value
- Fees
- Start date + Next steps
+ The WoW moment that will surprise the client
AGENDA (part 2)
DISCUSSION ABOUT YOUR SALES STRATEGY
- define target market/verticals/type of clients
- how to approach potential clients: networking, events,
recommendations, PR, advertising etc
- how to obtain the pitch
- building long term relationships
- business model: differentiation, monetization, KPIs
vs
Client acquisition
Sales Process
Part1 - Understand
Convince why prospects need an agency
Establish your value proposition
Be prepared to talk about your case studies
Were
CERTIFIED
We know this
is part of a
PLATFORM
We make you
STAND OUT
Were IN THE
KNOW
We believe in
ANALYTICS &
accountability
Weve DONE
THIS BEFORE
Buy Now!
kraft dinner
Ad Group #1
Hundreds of keywords
thrown together
Single generic ad
Oops!
Budget
$10,000
$1.15
4.0%
$1.00
$17,391.30
MY FEES
$2,000.00
ROI
45%
$1.45
Sales caricatures
ASK QUESTIONS
Understanding how you want to sell
Hi ______,
We have carefully reviewed all the documentation and
information in your RFP. I regret to inform you that we
have decided not to submit a proposal and will not be
bidding on the project in its current form at this time.
While we believe that we have the skills, experience,
language fluency and capacity to develop a
comprehensive global solution for _____, our
concerns center around expectations of timing, scope,
alignment and costs. A key issue is reconciling the
project scope with the estimated time frame. Our
experience is that this requires at least double the
anticipated time frame, which of course has a
significant impact on costs.
In the meantime, we wish you success with your
initiative.
Regards,
REVENUE!! Lets
go for it
Know thyself
Key question: if we take this, will it distract us from our core work?
Will it create legacy risk? Will it demoralize staff? Is it a bad idea?
(compete on
knowledge)
The squeeze
zone
Mid-tier
(do a lot of stuff and
compete on price!)
Single shops
(we do
PPC! We do it cheap! We do it
fast!)
SEM
AND clients that spend $10K with you are often more of a
pain and difficult to manage than those that spend $100K.
Especially in SMEs
Human side of the deal
Trust & transparency
Consultant
Understanding how you want to sell
Principle #7 Be fearless
(dont fear rejection)
40% is an AWESOME
close rate
and it means you are
being rejected 60% of the
time
Principle #8 Be responsive
Reply to inquiries
quickly
Suggested response times when someone
reaches out to you by:
Principle #9 Follow-through
Contract
Deliverable
Never be judgmental
about why prospects
dont follow-through
Never be shy to use all
the tools at your disposal
to reach them
eCommerce
Revenue
Transactions (volume)
ROI
Margins
Retail
Buying cycle
Leads
Sales
RoPo (Geo)
Travel
Retention
Revenue
Finance
Idem as retail
+ Upsell (other products) => retention
Telecom
customer lifetime-value
= new clients (+upsell/retention) - churn
FMCG
Brand awareness
Indirect sales
Brand recall
Publishing
Viewership/Audience
Pageviews
Advertising revenue
Automotive
Prospection funnel
Prospect
PreApproach
Approach
Needs
Analysis
Proposal
Close
MARKETING
Prospect
PreApproach
Approach
Needs
Analysis
Proposal
Close
PreProspectApproach
Prospect
Approach
Needs
Analysis
Proposal
Close
$$$
Prospect
PrePreApproach
Approach
Approach
Needs
Analysis
Proposal
Close
Prospect
PreApproach
Needs
Approach
Approach
Analysis
Proposal
Close
Be
FEARLESS
Prospect
PreApproach
Approach
Needs
Needs
Analysis
Analysis
Proposal
Close
Prospect
PreApproach
Approach
Needs
Analysis
Proposal
Proposal
Close
Prospect
PreApproach
Approach
Needs
Analysis
Proposal
Close
Close
The contract:
ensuring that what
you agree to and
what you agree to do
are one and the same
1. Take the time to get
it right
2. Be prepared to walk
away if you cant get
it right
Painful as that may
be
Semetis examples
1.
2.
3.
A presentation
A proposal following this presentation
Another proposal to a existing client
Market positioning
Phone call
Inquiry
Referral
Friend
Network
From leads to prospects: building prospects
conferences
Costs
ROI/ROE
advertising
calling
networking
DO
DONT
http://www.youtube.com/watch?v=ANMbuUxW2CE
Reach out only to well qualified prospects, and treat the call as
an opportunity to learn
Good fit now? Get the meeting. Make the ask. Dont accept a
maybe re-qualify and commit to a future touch point.
Good fit later? Put them on active contact
Not a good fit? Move on dont waste time.
Ask If you have a moment, Id like to discuss with you how you are
spending & managing your paid search
Asking do you have a moment may lead to a no. If this happens,
respond with a when would be better time to connect Listen
carefully, ask questions and take notes
Are they the right person to talk to? If so, continue the discussion. If
not, ask who is prior to moving on
Lead source
Qualify them!!
Qualifying requirement
Leads - Inbound
Project
Audit
Account setup
Analytics install
Website launch
Landing page design
other
Recurring
Account
management
Analysis & reporting
Account optimization
Landing page & ad
testing
Other
Cost
+ Margin
To work at a profit
= Price
Rent; admin costs (HR, legal, accounting, admin assistants, sales, etc.)
consumables (paper; coffee; toner; etc.)
Total potential billable days = total potential days of work LESS (holidays; sick
days; vacation; learning time; wasted time)
https://docs.google.com/a/cardinalpath.com/spreadsheet/ccc?key=0Am0vOTQ66qzwdGF
2bUtGOFRNdXZacE1DSmJCUWFqY2c&usp=sharing
Scope
How complex is the work?
Are others involved / what are the
dependencies / span of control?
Time
How long to do the work?
Is this a rush job?
Will staff need to work overtime?
Intangibles
Is the client high profile?
Is recurring business an
option?
Is there a prior relationship?
Other
Is there a request of
exclusivity?
Can you leverage this for PR or
a case study?
Resource & time commitments
Software licenses / costs
FA S T
CHEAP
GOOD
?
?
?
Warning: Be careful of things you dont control!
?
?
?
Warning: Be careful of things you dont control!
Enhanced
Comprehensive
10% of spend
12% of spend
15% of spend
Account management
& optimization
Account management
& optimization
Account management
& optimization
Bi-weekly reporting
Bi-weekly reporting
Weekly reporting
Competitive research
or post-click analysis
Competitive research
or post-click analysis
8 hours ad-hoc support
40,000
10,000
2,000
20%
1,69
The Tough Part: Closing Deals
80%
2.49
0%
0,99
80%
1,69
The Tough Part: Closing Deals
20%
2.49
20%
3,99
10%
1,69
The Tough Part: Closing Deals
70%
2.49
B est
Alternative
To A
Negotiated
Agreement
The Tough Part: Closing Deals
Full Service
plan, create,
produce ads
Media buying
marketing
research
selecting media
strategic market
planning
direct market
promotion
programs
interactive
marketing
web site design
public relations
Media
Media planning
Media buying
Media research
Digital
Web design /
development
Internet
advertising
Search engine
marketing
E-business
consulting
Digital media
planning
Social media
Digital PR
Specialized
Copy-writing
Direct marketing
/ Email
marketing
Public relation
Communication
Search engine
marketing
Search engine
optimization
Social media
Online reputation
management
Web agency
Affiliatiation
130
FeeBased/Retainer
Performancebased
Many agencies
started to give a
percentage of their
15% agency
commission back
to the client.
Varies greatly
depending on scale
of spend.
All agency
commission is
returned to the client
and remuneration is
based solely upon
specified
performance metrics
Hybrid
A combination of
any of the three
standard mechanics
e.g. commission +
fee, fee + bounty
per sale achieved
Billing Model
Percent of
Spend
Flat Fee
Performance
Based
Revenue
Share
Overview
Most common billing
model
Pros
Cons
Agency incentivized to
onboard lots of SMBs
Fee is typically
determined by client
investment (tiered)
Mostly volume-based
Agency incentivized to
significantly increase spend
once profitable
Negotiate % of spend
on a client by client
basis
Competition
Look around the room
How do you stand out?
Managing Day-to-Day
Sales
Managing Day-to-Day
Staffing
Managing Day-to-Day
Creative
Managing Day-to-Day
Reporting
What formats are actually USEFUL to clients?
How often do we do it?
Meeting with clients to review reports & discuss action items
Managing Day-to-Day
Managing Day-to-Day
Final tips