So you've decided to put a reasonable budget (2k or more) into digital advertising. So that's it right? Just sit back and watch the money pour in.......NO. It seems silly and sarcastic but it shocks me how often advertisers want to hear what they want to hear for the price they want to hear it- and there are always less than upstanding sales people willing to scoop on piles of fluff. It takes more guts to say "no it doesn't work that way". I've found in my very long and prosperous sales career that shooting straight is the only way- I have to talk to a lot of people and get hung up on, talked down to, you name it. Regardless of my ability, there are always 100 reasons why a prospective client will shut me down- and that's just the reality of being a sales person. The challenge for me? Find advertisers with a budget that works (2k and up) and a product that makes sense along with a business model to support it. I can't send clients to a jerk of a client who rips them off and do anyone a service- it just doesn't work like that! On my side of the fence- it's all about qualifying. It's kind of like looking for a job with a company that has the following:
limited market share, the best product, and the lowest price. If that criteria is met- I can surely be a huge success. The same is true for my clients- they need to have a reason to grow the business. If they don't- I can't help them. So what types of things can you discover with a digital marketing campaign? BUYING BEHAVIOR- simple as that. It drives Yelp, Angies List, the BBB, all social media comments......what people say is crucial. A recorded phone call to your business from a lead we've driven to you can be incredibly revealing. When you call a business how do you want to be treated? Is that how you sound on the phone to potential customers? If you sound like you're entitled to their business or that the questions they are asking you are stupid- don't bother answering the phone. Arrrogance and entitlement are death to advertising and business growth. I assure you a pissed off customer will work on Saturdays slandering your business if you rub them wrong enough- and if you do a great job they will put half as much energy into speaking on your behalf- and that is priceless. Indeed even ONE new client that LOVES you is worth a ton. The same is true for me as a sales professional- I can take 3 big clients and build a career off of them (and have). Questions about your business and what makes sense? I'm happy to discuss- it costs nothing and I'll shoot you straight. tim.konkle@sfgate.com
