Conducting a Winning
Strategy Session
By Ed Downes
Pillar Framework
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Traffic
Capture
Nurture
Conversion
Maximize
Scale
Traffic
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PPC
Retargeting
FB
SEO
Capture
• Landing Page
• Lead Magnet
• Opt In Form
Nurture
• Email Follow Up
Conversion
• Reputation
• Social Media
Maximize
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Upsell
Cross Sell
Reactivate
Referrals
Scale
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Set Up Analytics
Measure What Works
Retire Non-Performing Elements
Expand Performing Elements
Strategy Session Sales Process
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Sales Process Key Concepts
Scheduling the session
Areas of Excellence
Probing questions
Mapping Pain to Solutions
ROI & Closing
Objection handling
Build rapport
• Quick hello
• Ask how their day is going
• Be excited and interested in them
Confirm contact info
• Ask: In case we get disconnected, what is the
best number to reach you back?
• Ask: What’s your name?
• Ask: What company are you from?
• They might not be in your database
• If you get disconnected, you will be glad you
routinely do this phone lead capture!
Verify source
• You want to know how they found you?
• Ask: So, what made you call us today?
• Response: Your free report offering a session
Determine interest
• Ask: What in the free report caught your eye?
• You want to know exactly what is attracting
prospects in your marketing ;)
Describe strategy session
“Well, that is great. The way we do these
strategy sessions is that we will spend about 45
minutes together in person or on the phone. We
will walk through various areas where “niche”
businesses like yours need help getting traction.
Then together, we build a tactical action plan for
your business that will get you traction and
make you more profitable in the coming year.
How does that sound?”
Confirm decision makers
• One quick thing before we schedule our session. I
know many businesses have multiple decision makers,
is that your case?
• If yes: It is best if we schedule a time when bot
decision makers are present, what is a good time for
that?
• If no: Great, let’s schedule our session
• Find a mutual time
*This eliminates one of the most common objections: “I have to talk to
my business partner” (that objection has to be dealt with here, it is
impossible to get past this in the strategy session!)
No show contract
• Minimizes no shows or cancellations by 50%
• Say: Before we get of the phone, I want to ask
you something. I know your time is very
valuable and so is mine. Would you mind, that
if you need to cancel or reschedule that you
will let me know so I can use the time for
someone else?
Close the call
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Confirm date and time of the session
Thank them for their time
Get off the phone
Document the meeting in your calendar
Email a confirmation of the meeting
Ask: “By the way, to help me prepare, I need two
pieces of information? “What is your sales closing
rate? And What is your average ticket sales
amount? (you will use this info later)
Strategy Session Sales Process
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Sales Process Key Concepts
Scheduling the session
Areas of Excellence
Probing questions
Mapping Pain to Solutions
ROI & Closing
Objection handling
Areas of Excellence Review
• Used to organize Strategy Session
• Maps Challenges to Solutions
• Easy to understand
Areas of Excellence Framework
Lead
Generation
Lead
Capture
Lead
Nurture
Sales
Conversion
Client
Maximization
Metrics
Analytics
Discovery Questions
• Probing discovery questions
• 6 questions
• Map to the 6 Areas of Excellence
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2.
3.
4.
5.
6.
Lead Traffic
Lead Capture
Lead Nurture
Sales Conversion
Client Maximization
Metrics and Analytics
Module 5: Sales Process
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Sales Process Key Concepts
Scheduling the session
Areas of Excellence
Probing questions
Mapping Pain to Solutions
ROI & Closing
Objection handling
Question #1
• Are you getting as many new customers as
you need and want calling your business or
walking through the door each month?
Question #2
• What kind of lead capture system do you have
in place to get prospect contact information so
that you can follow up with them?
Question #3
• What are you doing to nurture prospects in a
way that builds trust, authority, and credibility
leading to an increase in sales inquiries?
Question #4
• What elements does your sales process have
in place to ensure you have a sales closing rate
above 85%?
Question #5
• What are you doing presently to get all of the
repeat business, referrals, and client upsells
that you need or want each month?
Question #6
• What metrics are you tracking each month to
determine what is working and not working in
your sales, marketing, and operations towards
an increase in revenue, decrease in expenses,
or to improve your profitability?
Module 5: Sales Process
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Sales Process Key Concepts
Scheduling the session
Areas of Excellence
Probing questions
Mapping Pain to Solutions
ROI & Closing
Objection handling
Big Picture for Success
Need more customers
Website not found
Not capturing prospect info
Website getting leads
I don’t bond with prospects
Lead
Generation
Lead
Capture
Lead
Nurture
No prospect communicatin
Bad reputation
Low sales conversion
We don’t get repeat business
We don’t get referrals
Don’t know whats working
Sales
Conversion
Client
Maximization
Metrics
Analytics
Big Picture for Success
SEO
Lead
Generation
Lead
Capture
PPC
Mobile Websites & Apps
Landing Pages
Lead
Nurture
Sales
Conversion
Client
Maximization
Autoresponder Series
Social Media
Reputation Marketing
Referral Campaign
Customer Reactivation
Metrics
Analytics
Google Analytics
Big Picture for Success
SEO
Need more customers
Website not found
Not capturing prospect info
Website getting leads
I don’t bond with prospects
Lead
Generation
Lead
Capture
Low sales conversion
We don’t get repeat business
Mobile Websites & Apps
Landing Pages
Lead
Nurture
No prospect communicatin
Bad reputation
PPC
Sales
Conversion
Client
Maximization
Autoresponder Series
Social Media
Reputation Marketing
Referral Campaign
Customer Reactivation
We don’t get referrals
Don’t know whats working
Metrics
Analytics
Google Analytics
Module 5: Sales Process
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Sales Process Key Concepts
Scheduling the session
Areas of Excellence
Probing questions
Mapping Pain to Solutions
ROI & Closing
Objection handling
Let’s Do The Math
• Walk the prospect through the math
• Numbers from Google and prospect
• Helps prospect to understand potential
revenue
• Builds perceived value for your services
• Preemptively eliminates money objection in
most cases
Let’s Do The Math
Example: If you are #1 for the keyword = “liposuction tampa”
• You will get 590 monthly searches
• You will get 320 website visits
Let’s Do The Math
590 New People Search For You Each Month
248 New People Visit Your Site Each Month
x 25% or 62People opt into your web form each month
X 20% or 13 respond to your follow up
x 80% close rate or 10 New People Buy You Each Month
x $1,200 is your average ticket
= $11,904 In New Monthly Revenue For You
That Was for Only 1 Keyword Per Month…What If We had 6 key words per month?
Let’s Do The Math
Keywords
Searches Dollar Value
liposuction tampa
590
$11,904
breast augmentation tampa
320
$6,297
tummy tuck tampa
210
$4,132
breast implants tampa
170
$3,345
rhinoplasty tampa
140
$2,755
cosmetic surgery tampa
110
$2,164
MONTHLY
TOTAL
1540
* Information
Provided Directly From Google
$30,597
Let’s Do The Math
Your Monthly Revenue Potential?
• Total Revenue = $30,597
Let’s Do The Math
Your Monthly Investment?
• Month 1 Investment = $3,750
• Ongoing Monthly Investment = $2,500
Module 5: Sales Process
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Sales Process Key Concepts
Scheduling the session
Areas of Excellence
Probing questions
Mapping Pain to Solutions
ROI & Closing
Objection handling
Most Common Objections
• I need to talk to my business partner
– Eliminated on the “Scheduling the Session”
• I don’t have time
– Eliminated in the “Next Steps”
• That is too much money
– Eliminated in the “Let’s Do The Math”
Questions