Digital What & Why Analytics:
This is a recurring segment in the workshop—where we introduce and reinforce the things sellers need to know, to surrounding analytics when selling Digital (beyond the click, bounce rates, last click attribution, referral traffic etc.).
Listening for Digital Needs:
We begin with a focus on the importance of asking the right questions in order to make Digital discoveries and move into interactive simulations designed to teach sellers to listen for Digital needs. This segment is designed to get salespeople to understand that it is not enough to ask the right questions, you also have to listen for the right answers.
What’s Trending Now:
You will discuss headlines from the news in the top categories of Digital Marketing, Social Media, Search Marketing, Video, Mobile and Pop Culture. We review the top trends of the top choices advertisers are considering these days when they think of Digital and the impact they represent.
You will focus on the top objections your salespeople hear in the field and how to overcome those challenges in the field with their top clients and prospects.
Building and Showing Success:
This section moves from dealing with objections to building Integrated Marketing Solutions that will deliver results for their clients. This segment of the workshop will include building solutions with your specific assets based on a Key Marketing Challenge. We will also spend time on the importance of storytelling with local successes that include Digital.
Setting and Managing Expectations:
We focus on how to set and manage client expectations when it comes to Digital before, during and after a campaign. We will discuss best practices for campaign recaps and how to use those recaps in conjunction with analytics to sell back results and ultimately increase retention and renewals.
Creating a Plan of Action:
The workshop concludes with the salespeople taking their new knowledge and developing a plan of action for the three Digital target accounts they selected in the pre-assignment for the workshop. This helps to turn the workshop into an immediate ROI for your organization, while simultaneously reinforcing what they have learned over the two days.