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How to “Close” Leads from Google Ads

by | Sep 8, 2020 | Advertising, Marketing, Posts, PPC

How to “Close” Leads from Google Ads

So, you’re just getting started with online marketing. Your business is successful enough that you’re now re-investing money back into Google advertising to scale your business faster. You’ve hired an amazing ad agency (www.realtop.com), and the phones are ringing. But, you’re not closing. Something is wrong. 

“These leads are different” is something I hear a lot from clients that are new to online marketing. Let’s look at the difference so you can learn how to utilize these new leads effectively.

Referral Leads vs. Google Leads

While leads coming in from a Google search are far more motivated than someone that found you on a display banner via Facebook or YouTube, there is still a fundamental difference between your typical, old-school referral lead and a Google lead. 

The first difference is how pre-sold the person is. Think back to the last time you asked a trusted friend or family member for a referral. They were honored to be asked. So, they thought long and hard and then pulled out of their “rolodex” the name of someone they thought would be a good fit for you. The coveted referral was provided. You called that service provider, and they did a hell of a job for you. Why? Because of the “Chain of Trust.” 

The Chain of Trust

There is a certain Chain of Trust with referral business. You trust your friend; they referred you to someone they’ve successfully worked with in the past. The chain keeps getting longer and stronger. 

That service provider has it easy when he gets a referral. The invisible “Chain of Trust” does the hard work in preselling. But, Google searches don’t use the coveted “Chain of Trust” technology (yes, I just coined the term ”Chain of Trust.” Awesome, right?).

You’re Selling Trust

When you pick up a sales call from a prospective customer that originated from a Google search, you need to, first and foremost, establish trust. 

The customer already shows the urgency in doing business with you since they took the time out of their day to search and even call you. But, they’re skeptical. Even though they’ve seen trust symbols on your site and have possibly read about you, they’re still not nearly as pre-sold as when you get a referral. 

How Can I Establish Trust Quickly?

You cannot say something specific to get people to trust you. In fact, you will need to do the opposite. In my more than 20 years of selling and training people to sell, I’ve realized that less talking and more listening is the “magic trick” in establishing trust. 

Here is a simple script.

“Thank you for calling (insert business name here), my name is (Insert your name here). How may I help you?”

After asking that very simple question, the next thing you should do is even easier. 

SHUT YOUR MOUTH.

I would suggest having a notebook or online CRM where you can take notes. Jot down quick bullet points of what your prospective client is telling you, and repeat it back to them.

They won’t know why, but they will start to feel like you’re trustworthy very quickly. They will appreciate the fact that what they are saying is being acknowledged.

People have become less attentive to others in 2020 more than any other time in history. Parents don’t listen to their kids; kids don’t listen to their families; and people have been distanced from each other and feel isolated with no one to hear them. When you genuinely listen to someone and acknowledge what they have to say by repeating back what they just told you, they will feel respected. This type of interaction will be the beginning of a new “friendship.”

While there is quite a bit more to establishing trust in online sales, I’d say this one first step will easily increase someone’s closing percentages by 50% or more.

Need help improving your website rankings or generating leads from Google? If so, feel free to contact our team for a free consultation.

Nikitas Tsoukales, Marketing Junkie

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