February 2021 - Agency Stack
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February 2021

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Dissecting the Killer Pitch 1024 683 admin

Dissecting the Killer Pitch

The who, why, what, how and when of pitching successfully

Unlike standard white label agencies offering SEO and content writing services, Agency Stack is committed to helping our partners grow their businesses. Where better to start than with tips on how to deliver a killer pitch?

So, how do you make sure that you hit all the notes to ensure that your pitch resonates with your prospect? Follow the steps below and you’ll be well on your way.

Step 1 – Establish Credibility & Passion: The Who

The pitch is your opportunity to reinforce the things that your agency stands for and what you’re passionate about. Tying this passion to the key concerns driving your client’s decision-making process is a fantastic way to establish a rapport and solidify you in their minds as the right fit for their company.

A true pitch enthusiast can demonstrate this passion by peppering their presentation with points of interest that help bring the story to life. These anecdotal elements work to highlight your messaging and establish touchpoints throughout your pitch that can be remembered when your prospect is reviewing your offer.

Whilst your passion will capture your prospect’s imagination, it is proof of your capabilities that will assure them that your agency is The Who they are looking for.

Your credibility will be evidenced in your professional experience and specialist knowledge and expertise. Case studies and instances of positive outcomes for companies similar to your prospect can be of additional support for your presentation.

Step 2 – Identify the Problem: The Why

Referring to issues encountered by your prospect is a good way to indicate that you understand their business.

Making space for this dialogue within your pitch plays a substantial part in establishing “Why” your client should conduct business with your company.

Asking questions that elicit a “yes” response from your prospect will lay the foundations for positive agreement between both parties.

Step 3 – Present the solution: The What

The What is the combination of services and/or products you will propose to achieve your prospect’s desired result.

Although your client must understand the solution you’re proposing, they will more likely be focussing on the outcomes rather than the intricacies of PPC bidding management or Advanced SEO techniques.

Take time to read your audience and offer your client opportunities to ask questions or contribute their insights and knowledge.

Step 4 – Your implementation plan: The How

Although you can explain “How” you plan on fulfilling your prospect’s requirements, a pitch is not the place to go into excruciating detail.

Applying the KISS principle is a reliable way to ensure that your prospect will not become overwhelmed with information and that you deliver only the most necessary points to help with your pitch.

Step 5 – Closing the deal: The When 

Once you’ve engaged and enlightened your prospect, you can round off your presentation by asking “When can we start?”

Hopefully, if you’ve pitched successfully, there should be nothing to stop your client from sealing the deal. If they’re not fully on board, sometimes clarifying elements of the pitch that they didn’t understand could be enough to land you the contract.

If the client is still non-committal or hesitant, request a time to follow-up. However, don’t spend too long chasing a lead that grows cold as chances are if they wanted to work with you, they would have signed up straight away.

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The Anatomy of a Killer Pitch 1024 685 First Move Support

The Anatomy of a Killer Pitch

The Who, Why, What, How and When of Successful Pitching

Unlike some run of the mill white label SEO services, Agency Stack is committed to assisting our partners in growing their businesses. What better place to start than with tips on how to deliver a killer pitch?

So, how do you hit all the notes that will ensure your pitch resonates with your prospect?

Follow these steps and you are well on your way.

Step 1 – Establishing Passion and Credibility: The Who

Your pitch is your opportunity to drive home the things your agency stands for and what you’re passionate about. Tying this passion to the key concerns that drive your client’s decision-making process is a great way to establish a rapport and cement you in their mind as the right fit for their requirements.

A true pitch aficionado can exhibit this passion by punctuating their presentation with points of interest that bring the story to life. These anecdotal elements serve to highlight your message and establish memory touchpoints that will be recalled when your prospect is reviewing your offering.

Whilst your passion will ignite your prospect’s imagination, it is evidence of your capabilities that will convince them that your agency is The Who they are seeking.

Credibility comes from proof of your subject matter expertise and professional experience. Examples of positive outcomes achieved for organisations in similar situations to your prospect will further reinforce your pitch.

Step 2 – Identify the Problem: The Why

Referring to the issues that confront your client is a great way to demonstrate an understanding of their business.

You: “So because you are in Industry X, you are often confronted by situation Y, am I right?”

Your Client: “Yes that’s correct, situation Y is one of our biggest concerns”.

Adding these dialogues into your pitch is a big part of establishing “Why” your prospect should choose you and your agency.

It should also be noted that asking questions you know will prompt a yes answer, sets up a mindset of agreement in your prospect that will be useful when it comes to proposing your solution, and ultimately when closing the deal.

Step 3 – Propose the solution: The What

The What is the combination of products and services you’ll propose to achieve your client’s desired outcome.

Whilst it’s important that your client understands the elements of your solution and the roles they will play, most clients will be focussed on outcomes as opposed to the intricacies of Advanced SEO or PPC bidding strategies.

Read your audience and be patient. Give your prospect the chance to ask questions or contribute some of their knowledge. Never forget that appearing condescending, or baffling your client with jargon, are two ways to alienate them and lose you the pitch.

Step 4 – Your implementation plan: The How

Whilst it is important that you explain to your client how you plan to fulfil all of their requirements, a pitch is no place for excruciating detail.

Imagine you are teaching someone to drive a car and you want them to understand how the brakes work. You do not spend hours explaining momentum, acceleration and drag coefficients. You point to the brake pedal and say… “When you want to stop, press that.”

Applying the KISS principle is a good way to ensure that your prospect will not become overwhelmed with detail.

When it comes to establishing The How, think like a driving instructor.

Step 5 – Closing the deal: The When

You have engaged, intrigued, and entertained your prospect through your presentation.

It is time for the four most important words in your pitch.

“When can we start?”

If you have done your job well, there should be nothing to prevent your client from pulling the trigger. You will be surprised how many clients sign up if you simply ask them to.

If they do not, then ask them if there was some part of your proposal that was unclear.

Getting the contract could be as simple as clearing up some small matter of ambiguity.

If your prospect is still non-committal or is asking for time to review your proposal, then put a time limit on it by asking “When can I contact you for an answer?”.

This may seem harsh but if they are not going to sign then, they are already gone. You’re better off spending time finding a prospect who is a good fit for your agency rather than chasing one who is not.

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HOW TO SELL DIGITAL SERVICES 1024 682 admin

HOW TO SELL DIGITAL SERVICES

Part 1: Understanding your Client

In order to scale your business, you may have been considering hiring additional help from an external source, which could mean hiring anyone from a digital marketing freelancer to a full-service digital agency. Whoever you’re teaming up with, it is important to be clear on what they plan to deliver. Outsourcing work is great when the situation calls for it, but you also have to have an understanding of what your business is offering and the services you’re selling, and what kind of an impact this will have on your clients.

Here at Agency Stack, we’re here to help you recommend the appropriate selection of services to your customers with confidence, doing so in the knowledge that these services will deliver on your client’s expectations. Start by gaining a deeper understanding of your client. This means getting to grips with their business, their customers and what sets them apart from the competition.

1. Researching Your Client

This is one of the most important steps in this whole process. Research your client in order to establish what they are about. What would make customers choose them over their competitors? What do they promise and how do they deliver these promises? You’ll also need to consider industry trends applicable to your client and any obstacles they might have to overcome. The promises your client makes to their customers will inevitably form the basis for their brand positioning. With that in place, you can help your client get their message out there to the right people through the right channels.

2. Your Client’s Products and/or Services

What pain points do your client resolve for their customers, and what gives them the edge over their competition? What services/products do they offer that others perhaps don’t? Really work to understand what your client is offering to their audience, and work with them to assess what competing products and services are out there so that you and your client have a good understanding of the landscape.

3. Your Client’s Customers

Just as your client is key to your business, you need to understand the things that are most important to your client’s customer when it comes to making a decision. Help your client target key customer personas. When you know who your client’s customers are and what they are expecting from the client, you’ll be better placed to know what sort of content to recommend as well as what sort of channels they should pursue.

4. Your Client’s Competition

Once you have an understanding of your client’s customers, the next group you need to consider is your client’s competition. Who is on their level, who are they performing better than, and who do they aspire to be like? Take note of what sort of content their competitors are producing and what channels they are using. Also, take time to think about how your client can position themselves in the market and exist in the same space as their competitors whilst still being able to claim points of difference that sets them apart.

5. Your Client’s Business KPIs and Goals

Your client’s goals will always be the most important part of this process. They’ll be using this as a framework in which to measure how successful you are in the services, you’re providing them. If you’re able to work towards your client’s expectations and achieve good results within their budget, then there is no reason that they won’t be over the moon with the service you’re providing.

6. Roadmap for Success

As a final step, creating a business plan is a good way to pull all of your research together. Using a template means that you can repurpose the plan for other clients.

It’s important to recognise that all of this should be approached as a whole process. Hopefully through this, you’ll be able to gain a great understanding of your clients and how they are positioned in the market, as well as what their customers and competitors look like, and what services and/or products they offer.