Note Content (Markdown)  <callout icon="💡" color="gray_bg"> </callout> <empty-block/> **Back to: [SOP Wiki 🟡](https://app.notion.com/p/6cc8c2c653b742c2a078b1d8577ef191)** {color="gray_bg"} <columns> <column> **Previous:** [MARKETING 🟠](https://app.notion.com/p/436ce386504449a9bef8f26d19caa410/) ** {color="blue_bg"} **Next:** [SALES 🟡](https://app.notion.com/p/430af503c9c74e8b8caaace1e31c958b/) ** {color="green_bg"} **Next:** [FULFILMENT 🟡](https://app.notion.com/p/651648f9f4df4602a05cbec5264d059c/) ** {color="red_bg"} <details color="gray_bg"> <summary>**Table of contents**</summary> <table_of_contents color="gray"/> </details> </column> <column> **Previous:** [MARKETING 🟠](https://app.notion.com/p/436ce386504449a9bef8f26d19caa410) {color="blue"} **HERE:** [SALES 🟡](https://app.notion.com/p/430af503c9c74e8b8caaace1e31c958b) ** {color="green"} **Next:** [RELATIONSHIPS 🟡](https://app.notion.com/p/5b67f40e4cf94d5d838db7a8eb5c22a4/) ** {color="yellow_bg"} **Next:** [OPERATIONS 🟡](https://app.notion.com/p/5f901077de2d44ec8576f9fe8d5f2ceb/) ** {color="purple_bg"} </column> </columns> <empty-block/> ## Warm Lead {color="green"} ### 📞 Nurture Sales Sequence {color="green"} <empty-block/> - [ ] Hire SDR to call leads 5 mins after downloading lead magnet - Hi my names x I'm calling from Easier agency, just wanted to call and see if I could you solve the problem you're having - ask qs, and if qualified ask: “would you be interested in a free hour of consulting?” <empty-block/> ## Hot Lead {color="green"} ### 📞 Consultation Call {color="green"} <empty-block/> Leads that appear qualified as prospects are scheduled for a consulting call, with a senior marketer that can build a relationship, consult on solutions and propose a proposal and audit. {color="green"} <span color="green">This is not necessarily a sales call, it is a consulting session, to discuss their problems and opportunities, followed by recommendations and if the client is qualified, suggestions of working together. Hard selling should not be necessary, only recommendation on our earnest view of their best next steps.</span> 1. Open sales presentation {color="green"} 2. Join consultative call via Google Meet (recorded via Loom) {color="green"} 1. Start the chat with small talk 2. Transition into “So, how’s business?” - Connect with them and their emotions - Tell stories of clients in similar painful positions about what helped them get desired results - If they’re in a good position 3. EXTRACT https://player.fm/1BXFHDT0 1. Rapport 2. Questions to diagnose the problems 3. Consulting on marketing activities 4. Pitching - “Ok, [problems] are what you told me your issues are, [activities] sounds like what you need, we can help you with these. We’re going to put together some custom insights for you - how’s your availability next week to go through it?” - Handling Objections 4. If they’re in a good position to work with you, suggest sending them a proposal of what we can do to help them. - If yes to proposal: 1. Complete and send proposal order form after call 2. Record a Loom handover video for leadership and fulfilment - If no: Kindly ask “What’s the main reason you’re not interested?” Handle objections: - **Price **objection: “So when you say price, is that you don’t see the value in it? Or you don’t have the budget for it?” - **Value **objection: “What would you need to see in order to know this investment is worth it? From an ROI perspective?” - Show them how we bring that ROI - **Budget **objection: “What budget can you allocate to this investment? - “What if I give you access to the same strategies, same team, same framework, same SOP's, same tools, same results, but the only difference would be that you are pressing the buttons instead of me, and i cut the price in half?” - **Don’t need X service** objection: “Our support is in addition to your team, to make sure you can be all you can be, and we'll always be focusing our time and energy on what's going to get your your next biggest win” - **We’ll get back to you** objection: “Awesome, definitely let us know if there’s any questions before then. When’s a good time for us to get back in touch?” - **How can you help us? / What will our business be like after working with you? / what results can we expect?**: [https://player.fm/1BbRgcE](https://player.fm/1BbRgcE) - [tbc] - “talk to my partner” objections, - “I’m too busy” objections, - “we have this handled” objections, - “what experience do you have” objections, - “send more info” objections <empty-block/> **Team + Prospect** - {color="green"} 1. Update Client Tracker doc {color="green"} <empty-block/> <empty-block/> ### ✅ Audit {color="green"} <empty-block/> Here the client grants us access to their marketing platforms and an audit is conducted of the client’s historical performance. {color="green"} <empty-block/> **Prospect** - {color="green"} 1. Receives link to discovery form (minimise friction!) and grants required access {color="green"} - [ ] CREATE audit order form page using Softr (how can we facilitate client-side future edits?) 1. Page 1 = Discovery form <details> <summary>Discovery form contents:</summary> 1. What’s your website URL? 2. What’s your biggest marketing and growth challenge(s) right now? 3. What’s blocked you from overcoming this challenge? 4. What is the real priority end goal for the business? - Some more relaxed businesses are purely passion projects, or are built to facilitate a stress-free lifestyle. Some businesses aim to maximise financial upside for the shareholders, or for a next round of investment, or for reinvestment in the same business or other projects. More aggressive businesses might aim for indefinite growth, or focus on scaling up to satisfy investors for your next fundraise or exit. 5. What quantifiable KPI targets and minimums do you have that relate to your growth marketing? 6. What marketing channels have you been using generate sales, and what success have you had with each channel? 7. What advertising budgets are you working with right now? 8. Where are you able to sell to internationally? 9. What are your different shipping costs? 10. What are the monthly fixed costs of the business? 11. Please rate your satisfaction 1 to 5 with your email sequence automations you have in place (1 = no sequence, 5 = tested, optimised and high performing) - Pre-purchase sequence - Post-purchase sequence - Lapsed customer win-back sequence 12. Who in your organisation makes decisions around working with 3rd parties for your marketing? 13. Is there any other info you’d like to share at this stage? </details> 2. Page 2 = Connect us to (show video via overlay + form input) <details> <summary>Connect tutorials</summary> - Paid search - Google Ads - Bing Ads - Paid social - Meta Ads - [Meta](https://business.facebook.com/select/): Go to your business account \> ⚙ icon (Business Settings) \> Invite People (max access) - TikTok Ads - LinkedIn Ads - [LinkedIn](https://www.linkedin.com/campaignmanager/accounts): Go to your business account \> Account Settings \> Manage Access \> Add user (max access) - Twitter Ads - Pinterest Ads - Snapchat Ads - Emails service provider - Klaviyo - Mailchimp - ActiveCampaign - CMS - Shopify - Wordpress - Landing page software - Data & analytics platforms - Google Tag Manager - Google Analytics - Google Merchant Centre - Elevar - Triple Whale - Hyros </details> **Team** - {color="green"} 1. Creates a Easier Marketing Prospect Portal in Softr, to house tutorials for sharing access, completed audit docs, sales materials, credibility indicators, rate cards - then shares it with the prospect in a nice followup email explaining next steps {color="green"} 2. Connects to services whose access has been shared by prospect {color="green"} 3. Completes breakeven calculator {color="green"} - [ ] ADAPT breakeven calculator via Pitch + Google Sheets 4. Conducts audit of relevant services {color="green"} - [ ] ADAPT audit via Pitch + Google Sheets <details> <summary>Audit contents:</summary> 1. Keyword & trends research 2. Client web presence 3. Competitor research 4. Live ads 5. Website 6. Business model 1. Are the brand’s variable costs (COGS + Shipping + Tax) 30% or less of revenue? 2. Are their operating costs 25% or less of revenue?<br>How much time passes between purchasing inventory and selling it? 3. Do their customers’ value grow 30% or more over 60 days? 4. Is their average first-order revenue greater than zero after variable costs and acquisition costs have been subtracted? - [ ] UPDATE audit doc, build into Softr via Airtable </details> 5. Qualifies prospect {color="green"} - If not qualified, send audit and invite to community + newsletter for nurturing - If qualified, also offer to write up a growth plan proposal for one or more of the following and invite to follow-up Audit Call via Calendly 6. Writes proposal {color="green"} - [ ] ADAPT proposal via [Pitch.com](https://pitch.com/) <details> <summary>Proposal contents:</summary> 1. Who’s Easier Agency? 2. Your current pains & ideal gains (what you will achieve) 3. KPI's (we want them to know there is easy measurement of accountability) 4. Gameplan (technical details can be in small bullet points, can be read if they like, this can be overwhelming- we don't want them to think they can inhouse, and justifies the price tag) 5. Deliverables (here we finally highlight ALL the granular details, break down the minutia) 6. Timeline (clarify expectations, what you get when - e.g. weekly calls, deliverables stages) 7. Next steps (help them visualise what it's like to sign up - e.g. decision on start date, omboarding steps, communications setup, pick day for calls, get to work and start making some money (funny one)) 8. Show potential ROI (Model forecast for their specific goals (revenue, nca, community impact, follower growth, profit) with timeframes, other benefits tied to their personal/business goals e.g. peace of mind, more free time, happy team with more customers) - [ ] REVIEW vexpower course - Forecast bare minimum, middle lane, optimistic view 9. Financials (in context of roi, typically end there but more content is there for them to read/ refer to with objections) 10. Competitor comparison, to help them understand where they sit in market share, for objections - Google rep can generate charts about where they sit vs competitors - SEMRush / Spyfu can also do this 11. Our experience (relevant to project!) - Case studies - Testimonials </details> - [ ] FINALISE Service pricing terms 1. Course = £10.99 /month (sync with Netflix pricing) 2. Community, course, group calls = £149.99 (lifetime access) 3. 1:1 Coaching = £849.99 /m 4h 1:1 (90d packages) 4. Agency hourly = £100 / hour (limited offer) 1. Gold, silver, bronze for each service 2. Each package assumes a 3-month minimum commitment. If you're happy + seeing good early results after 3 months, we'll sign a 6-month follow-on retainer. 5. Agency retainer = 20% agreed business KPI growth i.e. revenue or profit (clients must be profitable or generate +\\$1m/y) <details> <summary>Undecided:</summary> 1. Flat per-service fee: - Special offers: BOGOF + 3 month profit guarantee available on request) 1. Paid search = £2000 2. Paid social = £2000 3. SMM = £1000 4. Email = £2000 5. SMS = £1000 6. CRO = £2000 7. Attribution = Free 8. Regular creative = Free 9. Full ad shoot = £4000 </details> <empty-block/> <empty-block/> ### 📝 Audit Call & Signup {color="green"} <empty-block/> Here the team presents the audit and proposal, answers questions, and handles any objections the client might have to working together. {color="green"} Following this, the team presents a contract and begins the onboarding process. {color="green"} <empty-block/> **Team + Prospect - ** {color="green"} 1. Joins scheduled call with prospect to discuss {color="green"} - 1. Hello’s 2. State purpose of call 3. Share audit (if completed) and proposal - .[Share screen with sales presentation open, outline services discussed and their application to help their business in their context, end by showing prices and terms - be blunt: “how does that feel to you?”\\\] 4. have organic conversation 5. cover any objections to working together - **Price **objection: “So when you say price, is that you don’t see the value in it? Or you don’t have the budget for it?” - **Value **objection: “What would you need to see in order to know this investment is worth it? From an ROI perspective?” - Show them how we bring that ROI - **Budget **objection: “What budget can you allocate to this investment? - “What if I give you access to the same strategies, same team, same framework, same SOP's, same tools, same results, but the only difference would be that you are pressing the buttons instead of me, and i cut the price in half?” - **Don’t need X service** objection: “Our support is in addition to your team, to make sure you can be all you can be, and we'll always be focusing our time and energy on what's going to get your your next biggest win” - **We’ll get back to you** objection: “Awesome, definitely let us know if there’s any questions before then. When’s a good time for us to get back in touch?” - **How can you help us? / What will our business be like after working with you? / what results can we expect?**: [https://player.fm/1BbRgcE](https://player.fm/1BbRgcE) - [tbc] - “talk to my partner” objections, - “I’m too busy” objections, - “we have this handled” objections, - “what experience do you have” objections, - “send more info” objections **Prospect - ** {color="green"} 1. Signs contract using e-signature and creates direct debit via [GoCardless](https://gocardless.com/) {color="green"} - [ ] WRITE contract — review Upbeat’s contract, check with lawyer - [x] SET UP GoCardless - Easier Agency GoCardless Direct Debit link: [https://pay.gocardless.com/BRT00039WHXFGJQ](https://pay.gocardless.com/BRT00039WHXFGJQ) - [ ] SET UP Contract & Payment Website Page via Framer 2. Proceeds to Expectations Setting video page {color="green"} 1. Watches video - [ ] CREATE expectation setting video <details> <summary>Content [UPDATE this!]</summary> - Comms - Email comms - Basecamp (how you use, how we use) - Instant messaging (skype, whatsapp, slack) - Ad-hoc phonecalls (only if can’t handle async or if client is wobbling, internally provision 2h / month spare comms hours) - Reporting - GDS + Supermetrics reports (weekly + monthly) - Bespoke requirements - Adjustments to Looker report + AI summary (totally fine!) - Specific excel/written analyses (no thanks!) - Attitude - Expectation of professionalism (this goes both ways) - Performance won’t be profitable every day - Changes happen proactively AND reactively (this means sometimes bad days happen before we can see something isn’t working) - It’s important to set us up for success, onboard us onto your business - Rules - We can’t share identifying info about other clients - Service phases - Onboarding - BAU - Lifetime journey - We will ask for a testimonial and write a case study at month 3 - Offboarding </details> 2. Shares with stakeholders **Team - ** {color="green"} 1. Nudges and chats with prospect until they sign contract and setup direct debt {color="green"} 2. Changes Easier Partner Home Page, into an Easier Marketing Home Page - sends a welcome email to client {color="green"} 3. Adds client intro to next team meeting agenda {color="green"} 4. Sends client link to Onboarding Sequence {color="green"} - [ ] CREATE Onboarding Sequence via Framer <details> <summary>Onboarding Sequence content:</summary> 1. Page 1 = Onboarding form (make different variants for different agency services, product offerings) <details> <summary>Onboarding Typeform page questions:</summary> 1. Can you tell us a bit about your brand’s background? 2. What would be a starting monthly advertising budget (if we’re handling your media buying) - Please specify if this can be a range, and if you have a preferred division per platform 3. If we scale up successfully, are there any constraints on being able to fulfil in the next 12 months? 4. What are the common traits of your target market? What emotions and what logic go into their purchase? Why do they choose not to buy? - Please be as detailed as possible and share data if possible. - Common traits may include age, gender, location, cultural background, common Google search phrases, media they consume, favourite brands, events and activities they participate in, stage of life they’re in, people they’re fans of. 5. What are you capabilities to create photos, imagery, videos and livestream your side? 6. Please share a cloud folder that contains all of your media assets in highest resolutions - This can be Dropbox, Google Drive, Box, whatever your team habitually keeps updated. Please also include all branding assets, product pics, videos, user generated content, influencer content, fonts, branding guidelines. 7. Why should customers buy from you and not others? 8. Please share a list of all accomplishments, accreditations, awards, influencer/celebrity endorsements, and any other credibility indicators we can highlight 9. Where are you generating reviews? - If you have any favourite or proven testimonials please share them 10. Please share a list of people or publications that have published posts, articles, photos or videos that endorse your brand 11. What are the lead times for getting in more stock? (if selling physical goods) 12. Are there specific popular products you’d like us to focus on? 13. Here is an example of our reporting format. Do you have any specific reporting requirements we need to be aware of? - This may include conversion windows, UTM’s, attribution models/tools 14. What incentives do you offer to bring in customers, and at what stage? - These might be competitions, events, member privileges, seasonal promotions, discounts, limited time offers, samples, freebies, bundle deals 15. What is your preferred content approval process? (this can be changed any time) - Easier agency publishes using their best judgement - Easier agency sends previews and waits for approval before publishing 16. What is your preferred call frequency? (this can also be changed later, and we are always available via email/message) 1. Weekly 2. Fortnightly 3. Monthly 4. Ad-hoc as needed 17. Is there any other info you’d like to share at this stage? </details> 2. Page 2 = Connect us to (show video via overlay + form input) (clone of audit stage) <details> <summary>Either use [Leadsie.com](http://Leadsie.com) [TEST leadsie], or give client connection tutorials</summary> - Paid search - Google Ads - Bing Ads - Paid social - Meta Ads - TikTok Ads - LinkedIn Ads - Twitter Ads - Pinterest Ads - Snapchat Ads - Emails service provider - Klaviyo - Mailchimp - ActiveCampaign - CMS - Shopify - Wordpress - Landing page software - Data & analytics platforms - Google Tag Manager - Google Analytics - Google Merchant Centre - Elevar - Triple Whale - Hyros </details> 3. Page 3 = Book kickoff call via calendly 4. Page 4 = Feedback form intro + first feedback form </details> <empty-block/> <empty-block/> <empty-block/> Notes {color="green"} - [ ] CALL Josh to review sales process {color="green"} > What questions could you ask that would uncover the amount of success you could have with them?<br>• What would give you that certainty of result?<br>• What variables would you need to have control over?<br>• Who could you not work with?<br>• What do they have in place already for you to build on?<br>• What resources do they need to allocate to support your work together?<br>• How would the client need to show up to support the effort?<br>• What qualifications must they first meet to become a client? <empty-block/> <empty-block/> **Back to: [SOP Wiki 🟡](https://app.notion.com/p/6cc8c2c653b742c2a078b1d8577ef191)** {color="gray_bg"} <columns> <column> **Previous:** [MARKETING 🟠](https://app.notion.com/p/436ce386504449a9bef8f26d19caa410/) ** {color="yellow_bg"} </column> <column> **Previous:** [FULFILMENT 🟡](https://app.notion.com/p/651648f9f4df4602a05cbec5264d059c/) {color="orange_bg"} **Next:** [RELATIONSHIPS 🟡](https://app.notion.com/p/5b67f40e4cf94d5d838db7a8eb5c22a4/) {color="orange_bg"} </column> </columns>

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