how to sell account management services to inbound clients
DESCRIPTION
Inbound marketing agencies struggle to get paid for account management services. By positioning account management as a value add, your agency can avoid unpaid consulting hours.TRANSCRIPT
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CMB Partner Office Hours
How to sell account management services to
inbound clients.Every Tuesday @3pm Eastern
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Contribute!Be ready to be called on…
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Max TraylorDirector of Client Services Innovative Marketing Resources
@TheMaxTraylor
+MaxTraylor
Linkedin/in/maxtraylor
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Your Hosts
Max Traylor Bob TraylorDirector of Client Services | Innovative Marketing Resources
President| Do Not Call Protection
Stefan SurkaBusiness Development| CMB
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What is the CMB Community?
Inbound agencies that use the Content Marketer’s Blueprint to sell and service retainers.
Join the Conversation:@CMBlueprint or +ContentMarketersBlueprint
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After the Webinar
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• Webinar recording
• Slides
• Blog article
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Today’s Question:
How can I get paid for account management services?
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Context of account management in overall
service offering.
Strategy services (Buyer persona, CMB, Website optimization plan
Development Services (Inbound Engine)
Support Services (Content creation, consulting, PR, Social Media)
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Common challenges of selling “account
management”
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Challenges selling account management
Nobody wants to pay for it
Clients don’t find it valuable
Clients see it as a cost of doing business with you
Yet, you do it
and you can’t be successful without it…
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Without it…
You get fired when they take over the writing.
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Your task in the sales process
Create context: What is the role of account management in your process?
Establish value: Why is this vital to success?
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Establish context and value
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The role of account management
(with inbound marketing)
Use data to identify what IS working, and what ISN’T!
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Value of account management
(ROI)
Capitalize on what IS working, and fix what ISN’T
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The account management
package
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Two meetings per month
Monthly performance review (decision makers and account management) What is working and what isn’t What was our ROI? Are we hitting monthly KPIs (leads, sales meetings, sales) What are we going to do to increase ROI
Mid month checkup (account management) Trends Did we do everything we said we would?
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Process and Timeline
IMC (Account Manager) Weekly email
Meeting agenda
Status meeting
Post meeting notes
Weekly email
Monthly performance review
Monthly performance presentation
Post presentation notes and homework
Hours: 9.75Cost: $1,608/Month
@$165/Hour
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Selling tip…
Use a story where you used data to make a marketing decision (use data).
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Download the assets
Proposal copy
Step by step guide to delivering the service(s)
Cost breakdown
Lead Quality Report (CMB Partners Only)
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Next Session: Tuesday July 14th @ 3:00 PM EST
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Sign up at: www.contentmarketingblueprint.com/2014-
webinars