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Things to teach sales people about PPC?
Sales people are struggling with selling PPC services, particularly Google and Facebook, as prospects nowadays are not experienced and ask specific questions.
Specialists do not always have time to join these meetings, so we’ve decided that specialists should teach some of the most common things sales people could get asked about by prospects.
Some things I think would be useful:
1) General understanding of the possibilities of these platforms to individualise their pitches
2) Understanding what assets, accesses and IT involvement will be required to successfully launch campaigns
3) Pros and cons of each platform depending on industry/product
4) Understanding how channels can work together to improve overall results in order to sell more servicesDo any of you have experience teaching sales people?
I would greatly appreciate any advice!
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1 Reply
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I would suggest a senior PPC manager should be doing sales support and participating in those conversations.
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I was a member of a business referral group last year. I realized early on that if this was going to work for me, people needed to understand what I do to explain it properly. Most did not. At first, they thought it was SEO and explained it as such but it seems most in the group never really understood what I did.
I also did work for someone else who understood some (he had done PPC before but wanted to be a salesman, not do PPC work) but said or promised things he did not fully understand. Just this fact makes me think that having salespeople sell this service is very difficult. As you said, prospects sometimes ask specific questions only a PPC expert can answer.
The more I think about it, the more I think a PPC person should be there to help sell the service.
I think there will normally be stages. The first stage, maybe a case study would help. The second, once the prospect is interested, have a PPC person there to clarify things and that may close the deal. The PPC person should be somewhat of a salesperson too and understand how to close the sale.
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