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Welcome to Selling the Complex, New & Invisible Presented by Rob Laporte, CEO of DISC 413-584-6500 | |

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Presentation on theme: "Welcome to Selling the Complex, New & Invisible Presented by Rob Laporte, CEO of DISC 413-584-6500 | |"— Presentation transcript:

1 Welcome to Selling the Complex, New & Invisible Presented by Rob Laporte, CEO of DISC | |

2 Overview (1 minute) Two Topics in this Class: Selling the Invisible and SEO (Search Engine Optimization) My Background Your Background An Introductory Anecdote What DISC Sells – and What You Will Sell Today! You Craft a Selling Strategy My Selling Strategies Abstracting the Lessons Concluding Remarks

3 My Background (4 Minutes) Education, Ad Agency, Survey Research, Salesman Grad School: marketing mistake, some achievements, smelled coffee, began DISC Good success considering no venture capital: Various customers, good PR, helped people; old economy hard work. Im not a great salesman, and I hope to learn from you as much as you do from me.

4 Your Background (4 minutes) Pop vocabulary quiz: server statistics, conversion rate, SEO, viral marketing What have you learned about selling the invisible? A note about learning vocabulary: Business Week, etc.

5 Introductory Anecdote (3 minutes) Selling a 1947 Hoover Vacuum Cleaner Selling an invisible statistical-linguistic grid woven into code and text

6 What DISC Sells (5 minutes) Ill describe, not sell DISC services we wont discuss today Anyone familiar with SEO? Anyone not used a top search engine, like Yahoo or Google or AltaVista?

7 What DISC Sells (cont.) LISTEN! DISC sells good positioning in the major search engines. I will simplify the process for the sake of brevity.

8 The SEO Process (10 minutes) Learn the vocabulary of the customers business Analyze the webs linguistic competition for that vocabulary Prioritize the keywords and phrases for each page of the site to be optimized Weave the key phrases into the text and html of the text u Examples:

9 The SEO Process (cont.) Managing Post-Purchase Dissonance Using Proof u WebPosition Reports u Server Logs u and Sales Increases

10 Craft a Selling Strategy (5 Minutes) Choose one of Three Scenarios u Art Jacobson of u Norman Hannoush of u The committee at Hardigg Industries,

11 Volunteers, Open Discussion (15 minutes) We Wont Role Play, Just Discuss Your Strategy and Sales Materials.

12 My Selling Strategies (5 Minutes) First, listen to the prospect, getting him to reveal wants and needs In initial conversation, I focus on ROI (Return On Investment) Then I focus on Proof: WebPosition Reports, Server Logs, HAPPY CUSTOMERS, and the expert witness of professional organizations. Throughout future conversations, I frequently return to ROI and Proof, while speaking of all features in terms of the prospects benefits and his or her customers benefits. As always, good rapport, good salesmanship helps u A note on the natural vs. the learned technique.

13 Write a One or Two Sentence Abstract of... (3 minutes) What you learned today about selling the complex, new, and invisible Volunteers, open discussion

14 Write a One Word Abstract of... (2 minutes) What you learned today about selling the complex, new, and invisible Volunteers, open discussion

15 Closing Remarks (7 minutes) Increasingly, you will be asked to sell the complex, new and invisible. u Can you think of examples?

16 This presentation will be posted on the web, with your abstracts. u your one or two sentence and your one word abstracts to (Rob Laporte) and CC to (Professor u Be sure to type Selling the Invisible in the subject line.

17 The value of general and humanities education in the digital world u If you can come to understand great literary, philosophical and scientific works, you will be much better prepared than a lot of your competition to see, master, and sell the often invisible productions of our brave new digital world.

18 Future Connections I will be available for one-on-one consultations in mid May. Please me for an A sales opportunity for you: DISC awards a finder's fee of 7.5% for any successful referral. That's 7.5% of the fee agreed upon between DISC and the referred customer, payable DISC's final payment. In other words, if you refer business that does an average $10,000 with DISC, you get $750!

19 A Few Good Links -- user surveys - excellent, non- partisan statistics s_and_Demographics -- more stats s_and_Demographics -- the Internet Advertising Bureau; promotes the web, but good information about e-commerce, extensive lists of articles from various top sources.

20 A Few Good Links - THE best page on search engines EXCELLENT web marketing source, esp. for international issues.

21 Thank You for Attending Selling the Complex, New & Invisible Presented by Rob Laporte, CEO of DISC | |


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