Watch the video going over this script:
(This script is set up for Advertising Agencies, but you can easily adapt it to your offer/niche)
Please Keep This In Mind: The following script is simply a broken down system and isn't something you HAVE to follow word by word. If for instance, a potential customer goes into depths on a question you have asked or something you said, make sure you are "building" on the thing they are discussing as this will make the conversation flow better and more natural.
Intro:
Morning John, this is Hassan Chattha, how’s it going? Downward inflecting tonality
Will there be anyone else joining us today?
Well, John, we’ve got just under an hour, 59 minutes. Shall we dive in? Downward inflecting tonality
Qualifying process.
So John, What enticed you to jump on this call today?
Let's talk ads. What have your advertising efforts specifically looked like for the past 3 months? What kinds of returns have you been seeing?
Approximately how much have you been spending and how is that budget being allocated?
Why has the focus been on (name platform they state)
What are your guy's net margins looking like?
What is your breakeven ROAS?
Probing process
- Are you currently working with an agency? If they say yes ask them why they jumped on the call. If they say no ask them if they ever had worked with an agency prior and what their past experience looked like.
It is crucial to understand their current situation and to probe as much as possible. If they fired their last agency figure out why?
You need to understand what it was specifically that they disliked about past agencies that they’ve worked with.
Also, figure out the good. What do they value above all else when working with agencies. Whatever it is take note of it and make a comment.
For example →
Ecom founder: We value communication above all else. It was a huge problem with our last agency, as creatives were being sent too late for us to approve. There were massive delays in getting responses to simple questions.
In the above example your job would be to showcase your communication guidelines.
This would the perfect time to flex how efficient your communication process is and how important it was to the success of your past clients.
You can also make a comment here along the lines of:
A consistent theme that I’ve noticed is that the caliber of communication between an agency and its client will always be indicative of the success they achieve together.
This is why we choose operate as a boutique agency. It allows for us to have a much more intimate working relationship.
- What would be the revenue goal for the next quarter?
- What would be your ideal solution to get there?
If they make a remark like I dont know, which is why I am on this call you can say what would the ideal working relationship look like between yourself and your dream agency?
Wrapping up before the pitch
Perfect John, Is there anything else that we haven’t gone through that you feel would be relevant to dive into?
If they say yes then diagnose.
If they say no:
Cool. I feel like I have a comprehensive understanding of your current situation. Ill go ahead and share my screen, and we can discuss exactly what we can do for you. Before I do that I’d like to provide you with a little more context on the history of our company.
Provide a quick one minute summary of who your agency serves, how long you have been around for and the ad spend your agency has managed.
With that being said lets dive in → share your screen
The pitch
- You want to make sure you have a pitch deck created that includes relevant information about your company and its services.
- You can see examples of this within prior sales calls reviews I have done.
- The one with Chris hernandez was great.
- You can watch it with this link: https://drive.google.com/file/d/1myIIFcq1I93J0cF5fC3wZtAu2sxy0ji0/view
- Do not go through the entire pitch deck.
- You want to include important insights on ugc creators, mention case studies and talk about the process on a surface level.
- You can then showcase a lucid chart that illustrates the actual process.
- Make sure it isn’t too nuanced, as you want to make sure the prospect understands what you are talking about.
One you are done showcasing the chart:
- John, that about sums up everything.
- I know this call was long but I wanted to make sure I did my due diligence by not leaving anything out.
- If you have any questions about anything or if something was not clear I would be more than happy to clarify!
Once you have clarified everything:
John, if you had to rate our process from a scale of 1 to 10 with 1 being this is terrible I dont like it, and 10 being I can see this process solving (name their main issue(s)) what would that number look like?
If the answer is a 10 ask them why?
This will give them a bias to buy.
If the rating is anything below a 9 ask them the following:
How can we take this from a 7 to a 10?
The above will provide you with their true underlying objection that you can now isolate.
Once the objection has been dealt with ask them the following:
So john, how can we move forward from here?
They will always ask for the price, and from there you can share your screen again and present them with the most relevant package you sell.
Make sure that you dont ask them to choose the price and actually present them with the model that makes the most sense.
Last step is to collect the invoice and celebrate on a new client being closed 🤭
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