When a client books a discovery call or free consultation, how do you prepare? What questions should you ask to make the most of your call, and obtain the information you need to make the best possible recommendation?
Here’s how we do it at Sled Dog.
When I do a general marketing consultation, the real goal is to figure out why they have called me. How can I help them? Some people come with specific things in mind they want help with, while others come with absolutely no idea — they just feel overwhelmed and want help. This questionnaire is extremely detailed and in-depth, and here’s why. I think that in order to truly be of benefit to someone’s organization and bottom line, you really need to understand their entire business. You can’t just make it about the top-level role of marketing, because there are so many other variables that will affect a good marketing strategy. I’ve worked with people before who have the worst phone manner you can imagine. I can make your phone ring, but if you lose the sale because you don’t know how to talk to people, my work is a complete waste of time. I like to take a holistic approach and really partner with people, so I can identify any holes in their processes that might be harming their sales.
This is why we tackle sales and marketing as one cohesive unit, to ensure any gaps in your funnel will be closed through your work with us.
Here are the questions I ask for general marketing consultations:
- What is the main struggle that caused you to reach out to me?
- What does the structure of your business look like today?
- Do you have any staff or others you collaborate with?
- How many hours do you work each week?
- How many clients are you currently working with?
- What is the value of a new client to you?
- What is your sales process (from start to finish)?
- What is your number one priority for your business this year?
- What do you believe needs to change in order to achieve this?
- What type of growth are you hoping to achieve? Can your current structure support this?
- Who manages your website and how important is it to your business?
- What is your marketing & advertising budget for the next 12 months?
- What current or past forms of advertising have you done?
- What are your expectations for creating a partnership with me?
- Have you established a product-market fit?
- Is there anything else I should know about your business?
- Who are your ideal and preferred clients? Is this your current typical client?
- What exactly do they look like:
- How old are they?
- Where do they live?
- What magazines/newspapers/websites do they read?
- What is their income level?
- What is their most pressing problem or desired result?
- What do they perceive is standing in the way of their success?
When you show up to a meeting that you won’t be paid for, and have already read through the client’s website, blog and social media accounts, it goes a long way. But don’t stop there. Coming prepared with a specific set of questions that will allow you to dig deep and genuinely understand the business, their people, and what they need to achieve, is an essential part of closing the deal. Your results as a digital marketing expert will speak for themselves. People only want to do business with people they feel they can trust, and that initial consultation is your only shot.
So, don’t get caught with your pants down. Do the work and show up prepared, and you’ll achieve much better conversion rates.
This was originally, in part, published on malamax.com