COLD CALLING THE COLD CALLING THE INTERNETINTERNET

How to Apply Traditional Sales Techniques to Internet Tools

OUR GOALS FOR TODAYOUR GOALS FOR TODAY

• Increased comfort level with using social media and blogging to market your agency Online

• Better understanding of the five stages to selling Online

• Leave with action-items you can apply to your Online presence immediately

MYTHS ABOUT INTERNET SALESMYTHS ABOUT INTERNET SALES

• Internet Shoppers Buy on Price– If we don’t treat our product like a commodity they

won’t buy it like a commodity

• We Need To Be On Every Social Media Site to be Successful– There is much more to success Online beyond

Facebook and Twitter

• Consumers Need Our Expertise– The information gates to our knowledge have been

unlocked

““The Internet is a Cold Caller’s The Internet is a Cold Caller’s Best Friend”Best Friend”

Blogging

WHERE DO I GET CONTENT?WHERE DO I GET CONTENT?

• Client questions• CE Classes• Trade magazine• Community events• Charitable events• Employee success• Testimonials• Case studies

• The weather• Safety tips• Other insurance

agencies• Your own experience• New technology• Market changes• Industry events

WRITE THE WAY CONSUMERS SPEAKWRITE THE WAY CONSUMERS SPEAK

SOCIALSOCIAL MEDIAMEDIABelieve the Hype

““Be bold… Because everyone else Be bold… Because everyone else is doing everything else.”is doing everything else.”

Success

COMMON OBJECTIONS COMMON OBJECTIONS TO SOCIAL MEDIATO SOCIAL MEDIA

• We work on referrals…• So does the Internet

• Internet leads are price shoppers…• Statistically not true

• It takes too much time…• Only if you let it

• I don’t know anything about computers…• Hire someone that does

• I don’t like the Internet• But your clients do

WHAT SOCIAL MEDIA SHOULD I USE?WHAT SOCIAL MEDIA SHOULD I USE?

• Facebook• LinkedIn• Twitter• Google+• YouTube• Pinterest• Foursquare• Yelp

FIVE STAGES OF SELLING ONLINEFIVE STAGES OF SELLING ONLINEHow do we get people to buy?

Five Stages of Selling OnlineFive Stages of Selling Online

• Define– Audience

• Attract– Interest

• Engage– Personality

• Subscribe– Relationship

• Convert– Value

It doesn’t matter what topic you choose to create content on…

It doesn’t matter what platform you choose to create content…

It doesn’t matter what medium to choose to create that content in…

It doesn’t matter how often you create content…

…you must define your target audience, attract them with content, engage them in the conversation, subscribe them to your material and then you convert them into REVENUE!

““Write for Everyone and you Write for Everyone and you Write to No One”Write to No One”

Define

Define - Action ItemDefine - Action ItemGo to your client’s and prospects’ Website, Facebook page and LinkedIn profile. Subscribe to blog posts and newsletter, Like their Facebook page and Connect on LinkedIn.

““It’s not the Voice… It’s the It’s not the Voice… It’s the Message.”Message.”

Attract

Attract – Action ItemAttract – Action ItemPick your favorite charity or community organization and write at least one piece of content a week for the next month about that organization. Share why you support them and how THEY’RE making a difference.

““Every blog post is a Salesperson Every blog post is a Salesperson working 24 hours a day”working 24 hours a day”

Engage

Engage – Action ItemEngage – Action ItemComments are a blog’s best friend . The interaction between you and your web visitors strengthens your relationship. Encourage comments by asking for questions or experiences or you can hold a contest.

““Today you deliver value, Today you deliver value, Tomorrow you build a Tomorrow you build a

relationship.”relationship.”Subscribe

Subscribe – Action ItemSubscribe – Action ItemGo to website or blog and look for your “Subscribe” area. Where is it? If it’s not right up front at the top of homepage and every other page on your website make that change today!

““You Have to ASK for the You Have to ASK for the Business”Business”

Convert

Convert – Action ItemConvert – Action ItemEvery web page must contain a Call-to-Action. In your next piece of content tell readers exactly what you want them to do… Sign-up for Newsletter, Like us on Facebook, Request a Quote.

Success!Success!Success is possible for small business. After only four months of blogging our Insurance Agency’s website is listed on the first page of Google for the term “What is General Liability.” A key phrase for our industry.

““Creativity for creativity sake has Creativity for creativity sake has it’s place… But creativity with it’s place… But creativity with

purpose fosters success.”purpose fosters success.”Success

““Blogging, Social Media and the Blogging, Social Media and the Internet are just tools to build Internet are just tools to build

relationships the same way you relationships the same way you always have”always have”

Success

QuestionsQuestions

• What aspects of social media and blogging are you still uncomfortable about?

• Are there specific social media platforms you don’t understand?

• Can you see your organization utilizing the five stages or are their concepts that are still confusing?

If you have questions contact me: ryan@ryanhanley.com

Thank YouThank You

• Ryan Hanley– Twitter: @RyanHanley_Com– Web: www.RyanHanley.com

I wish you all Success in your Online Marketing!