2 Secrets to Selling Google Ads Services

Kasim [00:00:11] Hey, it's Kasim of Solutions 8 and I want to teach

Kasim [00:00:13] you how to sell PPC services

Kasim [00:00:15] So the reason I'm doing this by the way is because I notice we

Kasim [00:00:17] have a lot of agencies subscribers

Kasim [00:00:19] Some small, some medium

Kasim [00:00:20] And so I want to kind of offer you my insights as to how I think that

Kasim [00:00:23] this particular service should be sold if you're not an agency and

Kasim [00:00:26] you don't do this as a service then, forgive me if this is irrelevant

Kasim [00:00:29] I actually think this could still serve you because it might help you

Kasim [00:00:32] if you ever go shop for a vendor

Kasim [00:00:33] So I own an agency that's a little bit bigger than most

Kasim [00:00:36] The average agency, I think, is sub million in revenue, we're approaching two

Kasim [00:00:40] And then, I've got 30 employees, right?

Kasim [00:00:42] So the average agency, my experience experiences anywhere

Kasim [00:00:43] between like five and 10

Kasim [00:00:44] And so we're a little bit bigger

Kasim [00:00:46] And what that has forced me to do is to build something of a sales process

Kasim [00:00:51] that ensures continuity and consistency, because as you grow, you risk delusion

Kasim [00:00:55] And I'm going to kind of share with you what we've learned, and this is

Kasim [00:00:58] going to apply to you, even if you don't plan on ever-growing to be as

Kasim [00:01:01] big as us, or if you just like do that small, 30 employees is nothing I want

Kasim [00:01:04] to be 300 place or 3000 employees

Kasim [00:01:06] The principles here that I want to share, I think will carry through and the first

Kasim [00:01:10] and the most important one is continuity

Kasim [00:01:12] When you're selling PPC, when you're selling any managed service, you want

Kasim [00:01:15] to make sure that what the sales person says and offers matches the client's

Kasim [00:01:21] experience on an ongoing basis

Kasim [00:01:23] Now, that seems really linear

Kasim [00:01:25] You're like, yeah, duh, thank you very much Kasim for the pro tip

Kasim [00:01:28] You just wasted 90 seconds of my life, but I can tell you that the minute

Kasim [00:01:31] there's more than one person in your organization, this is a massive risk

Kasim [00:01:35] It's a massive risk that person a says, oh yeah, we should

Kasim [00:01:38] run a smart shopping campaign

Kasim [00:01:40] And I definitely want to do a little bit of YouTube

Kasim [00:01:41] For whatever reason, I think that there's an exploratory campaign and then passes

Kasim [00:01:44] over to this other person who h as mildly different idea, but for the client,

Kasim [00:01:49] that's a potentially catastrophic damage to the foundation of your relationship

Kasim [00:01:53] Cause you said this and I got that

Kasim [00:01:55] And you want to make sure that never, ever, ever, ever happens

Kasim [00:01:58] We've all had this experience

Kasim [00:01:59] You go to a restaurant, you don't get what you ordered and no matter how

Kasim [00:02:02] kind of a person you are, there's just something about it that just eats at you

Kasim [00:02:06] It's so funny

Kasim [00:02:07] I don't remember where I was

Kasim [00:02:08] I was at one of those horrible chain restaurants

Kasim [00:02:10] And I ordered a normal fries and I ended up getting the crisp cut

Kasim [00:02:13] fries, and I was mad the whole day

Kasim [00:02:15] And what's really funny about that is actually like the Chris cut fries better

Kasim [00:02:18] It was like a happy accident, but I was just mad that I didn't get what I wanted

Kasim [00:02:21] And then, take that and now assume that I'm paying thousands

Kasim [00:02:23] of dollars to these fries and I'm going to get them every single month

Kasim [00:02:25] And that's what your professional services are

Kasim [00:02:26] So make sure that you're articulating what it is that the client is

Kasim [00:02:30] And then that's being carried through your entire process, from

Kasim [00:02:34] the salesperson to the onboarding manager, to the client manager, to the

Kasim [00:02:36] specialist, the strategist, everybody that, depending on the roles that you

Kasim [00:02:39] have assigned everybody that's involved, it needs to be really clear on who

Kasim [00:02:43] the client is, what their goals are

Kasim [00:02:44] What's important to them and what it is that we've told them they're going to get

Kasim [00:02:48] Now, if you take

Kasim [00:02:50] And you agree that that's important?

Kasim [00:02:52] What it does is it forces you to have salespeople that actually know Google ads

Kasim [00:02:57] I have two sales people on staff

Kasim [00:02:58] Both of them have run Google ads, campaigns in like extreme depth

Kasim [00:03:02] He's worked with, premier partner agencies and worked directly with Google

Kasim [00:03:05] and just a phenomenal amount of pedigree

Kasim [00:03:07] So he knows he can open up a Google ads dashboard and poke around

Kasim [00:03:10] new campaign evaluations himself

Kasim [00:03:12] And what's nice about that is when he's talking to the client about

Kasim [00:03:15] the improvement opportunities that narrative carries through, if you

Kasim [00:03:18] throw a sales person, and this is what most agencies do by the way

Kasim [00:03:21] So if you've done this, I'm not trying to knock you

Kasim [00:03:22] I just want to help maybe bring you around to something that I

Kasim [00:03:25] think could be more effective

Kasim [00:03:26] If you throw just a random sales person at this and say,

Kasim [00:03:28] Hey, you're a good salesperson

Kasim [00:03:29] Go sell Google ads

Kasim [00:03:30] They'll do it

Kasim [00:03:31] What they're selling and what you're fulfilling could end up

Kasim [00:03:33] being two very different things

Kasim [00:03:34] That's true

Kasim [00:03:35] Even if they're selling a nebulous kind of opaque product, right

Kasim [00:03:38] Let's say that they're just kind of good at getting people to try things out

Kasim [00:03:41] If they're not being specific about, What it is that you're doing or how long

Kasim [00:03:45] it's going to take or what's possible

Kasim [00:03:46] I had a client just signed up with this

Kasim [00:03:48] I was on the phone two days ago and he's really cool

Kasim [00:03:50] I really liked him

Kasim [00:03:51] But he said something that, red flag in my mind, he goes, if I go couple

Kasim [00:03:54] of days seeing a decline in the data, cause he's currently running

Kasim [00:03:56] Google ads, it's going pretty well

Kasim [00:03:57] And he hired us to make it better

Kasim [00:03:58] So he goes viral a couple of days and I see a decrease in the data

Kasim [00:04:01] I'm probably gonna freak out

Kasim [00:04:02] And he said it tongue in cheek, it wasn't threatening at all, but I just,

Kasim [00:04:05] I hit the brakes and I said, Hey

Kasim [00:04:06] Just so you know We're going to be building a smart shopping campaign for you

Kasim [00:04:08] and smart shopping as a 45 day learning period where the data is like insane

Kasim [00:04:12] I mean, we've had like a week of flatline in the past

Kasim [00:04:14] So context is, I totally understand the spirit of what you're saying

Kasim [00:04:18] We're going to make sure we're headed in the right direction, but

Kasim [00:04:20] there are some specific application elements that you need to be aware of

Kasim [00:04:24] And a sales person is not gonna

Kasim [00:04:25] So, if you've already got a sales person, I'm gonna tell you to fire

Kasim [00:04:27] them, but go teach them Google ads, make them take some training

Kasim [00:04:30] They don't need to know everything inside, out, upside down the front and

Kasim [00:04:33] center, but they should know enough to be able to speak intelligently to it

Kasim [00:04:36] And then also guide the clients in the right direction

Kasim [00:04:39] The other thing that we do with our salespeople is once they have a client

Kasim [00:04:41] that is properly qualified, when we run a campaign evaluation, those evaluations

Kasim [00:04:45] are being run by the specialists that will ultimately manage those scans

Kasim [00:04:49] So we take a real-life specialists, because a lot of those evils

Kasim [00:04:51] are done by, you can get like, WordStream has a horrible bot you

Kasim [00:04:54] can pay for and white label

Kasim [00:04:55] There's a bunch of them that you hook up to the people, some of these

Kasim [00:04:58] Google ads campaign, and then it just pumps out this 13 page checklist

Kasim [00:05:01] that looks kind of impressive

Kasim [00:05:02] But when he goes through the action items, if you know what you're

Kasim [00:05:04] doing and you look at it and go, well, none of this means anything

Kasim [00:05:06] You don't want to hand that to a client and you don't want to end it

Kasim [00:05:08] You're held accountable to that sheet and the sheet is worthless

Kasim [00:05:11] You also don't want to put somebody on those evaluations or those

Kasim [00:05:13] estimates that they can't be held accountable to measure later

Kasim [00:05:17] So if we're talking about someone, QPC makes sure that it's an intellectual sale

Kasim [00:05:21] It's an emotional buy, but it's an intellectual sell

Kasim [00:05:23] You have to make sure that you're doing with the client that has reasonable

Kasim [00:05:25] expectations understands what's possible

Kasim [00:05:28] That's really important

Kasim [00:05:29] And that you've also defined what is it you're going to do

Kasim [00:05:32] And by the way, if that definition is opaque, that's okay

Kasim [00:05:34] I've told clients all the time, like, Hey, we're going to run

Kasim [00:05:36] some traffic and see what happens

Kasim [00:05:38] And then based off of those results, I'm going to build

Kasim [00:05:40] your campaign and your strategy

Kasim [00:05:41] Cool

Kasim [00:05:42] As long as you say that up front and you give them the context that I

Kasim [00:05:44] have no idea what to do here, dude

Kasim [00:05:45] I'm just gonna throw some spaghetti against the wall

Kasim [00:05:47] And if they're comfortable with that, I think that's an okay approach

Kasim [00:05:49] But just make sure that your sales conversation and then

Kasim [00:05:51] your actual fulfillment to make sure that those are connected

Kasim [00:05:53] And if you're more than an organization of

Kasim [00:05:55] no matter how aligned you feel like you are, this is a risk, it's a risk for PBC

Kasim [00:05:59] If you're selling something way more linear then and there's

Kasim [00:06:02] no other way to do it, then you're probably in better shape

Kasim [00:06:04] But when you're selling Google ads services, I think it's really important

Kasim [00:06:07] that segues to the second half of this

Kasim [00:06:10] actually can't sell it

Kasim [00:06:11] What I do when I talk to customers, I did this yesterday

Kasim [00:06:14] spoke to a gentleman who I really liked

Kasim [00:06:16] He has got a really kind of cool business

Kasim [00:06:18] He helps people optimize their analytics

Kasim [00:06:19] He helps e-commerce

Kasim [00:06:20] Providers optimize our analytics and use cool dude

Kasim [00:06:23] I'd love to work with him, but his model at the moment,

Kasim [00:06:26] wasn't right for Google ads

Kasim [00:06:28] So I talked him out of it and I actually batted away his business

Kasim [00:06:31] A couple of times we spent a half hour and he was like, well, what if we do this?

Kasim [00:06:34] Well, what if I increase my pricing?

Kasim [00:06:35] Well, what if that, and each time now I'm not in the habit of turning down work

Kasim [00:06:38] I'd love to

Kasim [00:06:39] But it wasn't right for the time we could get there

Kasim [00:06:42] And I told him how, just think it needed a little bit more flushing out,

Kasim [00:06:45] more proof of concept with the model

Kasim [00:06:46] A little bit more in the way of scalability

Kasim [00:06:49] Right now Google ads

Kasim [00:06:50] Wasn't right for them

Kasim [00:06:51] I think if you're talking to somebody, your job in the beginning should

Kasim [00:06:54] be to try to talk them out of it

Kasim [00:06:56] And all my leads are inbound

Kasim [00:06:57] They want little ads, so I'm in a pretty good shape, to be like,

Kasim [00:07:00] Hey, just so you know, this could take 90 days to prove concepts

Kasim [00:07:03] And as many as 50% of all Google ads, campaigns fail in the first 90 days,

Kasim [00:07:06] are you willing to take that risk?

Kasim [00:07:07] And sometimes you hear like, No, I'm not

Kasim [00:07:10] And that's a good thing

Kasim [00:07:11] That's a good thing for you because that's what that's true

Kasim [00:07:13] What happens if you paper up this client in 45 days into it, the campaign's

Kasim [00:07:17] failing failing client cost you so much, so much time, so much effort, so much

Kasim [00:07:22] energy, so much money, so much manpower, person power, so much reputation

Kasim [00:07:26] One bad review will cost you three clients or more

Kasim [00:07:29] Make sure they know what's possible

Kasim [00:07:31] Make sure you're being honest about what's possible

Kasim [00:07:33] And the whole thing's tied together

Kasim [00:07:34] If there's continuity with what you're selling, what you're

Kasim [00:07:37] selling also needs to be realistic

Kasim [00:07:39] We ran a challenge

Kasim [00:07:40] It was really successful as a three-act Shopify challenge and the promise was

Kasim [00:07:43] three extra ROAS in three days for $33

Kasim [00:07:45] And we ran this challenge, taught everybody how to do it

Kasim [00:07:47] And then at the end of the challenge, As management to the people that didn't want

Kasim [00:07:50] to do it themselves, even though we told them everything from soup to nuts, exactly

Kasim [00:07:53] how to do it, they were just like, yeah, you guys clearly know what you're doing

Kasim [00:07:55] We're gonna hire you

Kasim [00:07:56] It works phenomenally well

Kasim [00:07:57] Here's, what's interesting about it is I ran that past a buddy of mine recently

Kasim [00:08:00] who does similar work to us tangentially

Kasim [00:08:03] And he's like, well, three extra ROAS

Kasim [00:08:04] Like, it's not that big a deal

Kasim [00:08:06] And he's right

Kasim [00:08:06] I have a client that does 9000% ROAS, like, three X, 300%

Kasim [00:08:09] ROAS is that's proof of concept basically

Kasim [00:08:11] my point was, I know that's what I'm willing to promise

Kasim [00:08:14] So I can show you how to get to a 300% ROAS at hopefully much higher, right

Kasim [00:08:19] Hopefully much higher, but that's the expectation I want to manage

Kasim [00:08:22] And if somebody shows me up to that insight, like, well, I want 5000% realize

Kasim [00:08:26] I don't want that client out of the gate

Kasim [00:08:27] I mean, without knowing some really specific things about whether or

Kasim [00:08:30] not that's feasible or reasonable

Kasim [00:08:31] So I realize that we're all contending with

Kasim [00:08:33] Forgive me for slandering our collective environment, but there

Kasim [00:08:35] are some freaking snakes out there

Kasim [00:08:37] There's, there's this big agency and we all know the name

Kasim [00:08:40] I won't drop it, but their protocol, their standard operating procedures to call

Kasim [00:08:43] my clients and your clients, anybody run Google ads and tell them things like, do

Kasim [00:08:47] you know, your ads are running in Egypt?

Kasim [00:08:48] I have this recorded by the way, I mean, I've been doing this for 15

Kasim [00:08:51] years, so I guess that's a lie

Kasim [00:08:52] We haven't been doing Google ads for 15 years, but I've been

Kasim [00:08:54] doing it for a long darn time

Kasim [00:08:55] And they've been doing it for as long as I've been doing it calling

Kasim [00:08:57] clients every couple of months

Kasim [00:08:59] We'll get another one

Kasim [00:09:00] And, we track and record all phone calls

Kasim [00:09:01] So we're listening to this phone call and this dope calls up and says, do

Kasim [00:09:04] you know your ads are running in Egypt?

Kasim [00:09:05] Or, do you know that your extension has the wrong link or whatever

Kasim [00:09:08] things that are just bold faced lies?

Kasim [00:09:10] What's funny is we've been on the phone with their C-level team

Kasim [00:09:12] And they got on the phone with us because we had the call recordings

Kasim [00:09:14] and they're like, we're so sorry

Kasim [00:09:15] That was an isolated incident

Kasim [00:09:16] It will never happen again

Kasim [00:09:17] It's happened a bunch of times since then, and we're all

Kasim [00:09:19] competing against those people

Kasim [00:09:20] We're competing against the people that are willing to lie

Kasim [00:09:23] and willing to over promise

Kasim [00:09:24] And my note to you, if you really want this to be a long-term

Kasim [00:09:28] Is just be your prospect's plan B

Kasim [00:09:30] Cause if I'm talking to a prospect and I'm like, look, you guys sound great, but

Kasim [00:09:33] you're more expensive than the other team

Kasim [00:09:35] And the other team has promised me better results in a shorter amount of time

Kasim [00:09:38] I can't compete against that

Kasim [00:09:40] I don't want to just sit there and say, well, they're lying because maybe

Kasim [00:09:42] they're not, you know what I mean?

Kasim [00:09:43] Like what do I know?

Kasim [00:09:43] Maybe somebody out there is, is cheaper and better and faster than me

Kasim [00:09:46] Awesome

Kasim [00:09:46] Good for them

Kasim [00:09:46] So all I do is say completely understand my recommendation

Kasim [00:09:50] would be to try them, try it out

Kasim [00:09:51] And then what ends up happening is they come back, they come back 60, 90

Kasim [00:09:54] days later, like freaking clockwork

Kasim [00:09:56] So play the long game, I mean, honesty and integrity

Kasim [00:09:59] Phenomenal sales tactics, because they're not tactics

Kasim [00:10:02] It's just like, Hey, here's, what's possible

Kasim [00:10:03] Here's what's not

Kasim [00:10:04] And everybody else in the game is just trying to be like, oh, we,

Kasim [00:10:07] promise conversions or you don't pay

Kasim [00:10:08] And that's so funny because in my mind, I'm like yeah, you do, you pay the

Kasim [00:10:12] ad spend, which is most of the money

Kasim [00:10:15] So it's like, all they're doing is they're just papering up 20 clients

Kasim [00:10:18] hoping that one of them hits

Kasim [00:10:19] And then, the 19 that go away it's a numbers game for them

Kasim [00:10:21] So

Kasim [00:10:22] that whole game

Kasim [00:10:22] just don't think it's worth playing

Kasim [00:10:23] I think that you should offer a really solid service charge, what you're

Kasim [00:10:28] worth, and then be honest about with

Kasim [00:10:30] And if somebody swoops a client out from under you, because they're

Kasim [00:10:32] willing to, make promises that they can't keep that's fine

Kasim [00:10:35] The client will be back in 60 days

Kasim [00:10:36] Just follow up with them, say, Hey, just wanted to see how the campaign's

Kasim [00:10:38] running and you, it'll be no surprise

Kasim [00:10:40] I'm like, oh, well it's actually not going as well as the agency said that it would

Kasim [00:10:43] And I'm like, oh, I know that

Kasim [00:10:44] That's not a surprise at all

Kasim [00:10:45] So maintain continuity, make sure you manage expectations

Kasim [00:10:49] And that's it

Kasim [00:10:49] I mean, I'm not a good sales person

Kasim [00:10:51] And I tell people that on calls, which might be the best

Kasim [00:10:53] line in the world of sales

Kasim [00:10:54] I just tell him the truth

Kasim [00:10:55] hop on

Kasim [00:10:56] I try to talk them out of it briefly, if I feel like that's really necessary

Kasim [00:10:59] And if I can't do that, I make sure I manage expectations

Kasim [00:11:02] And if I think they're going to be a good fit, I bring them on

Kasim [00:11:04] And I always, always, always regret Ben

Kasim [00:11:07] If I ever have a client and I'm like, Hey, I just don't think this is going to work

Kasim [00:11:10] I don't think we're that fit or, whatever

Kasim [00:11:12] And, and it still happens to this day, but you'll have somebody who you just

Kasim [00:11:15] really like, or maybe the referral from a strategic partner is somebody that

Kasim [00:11:19] or, you want to continue to cultivate a relationship with

Kasim [00:11:21] And they're like, well, what if for how about, or, here's what we can do

Kasim [00:11:24] Or, all those weird kind of jiggy deals that you cut

Kasim [00:11:27] And then it just never works out

Kasim [00:11:29] Six year guns, six year model, 16 old works

Kasim [00:11:31] And you don't have to be a salesperson, just be honest, just hop on and be like,

Kasim [00:11:34] here's what I think is possible because if they're talking to five people, which

Kasim [00:11:36] I think is probably about the average, usually that's the everybody's special

Kasim [00:11:39] for pain is talking to five service providers and picking the best of five

Kasim [00:11:41] The other four are just making really bold promises

Kasim [00:11:44] And if you hop on and you're the one reasonable human who's like, oh, I

Kasim [00:11:46] actually know how Google ads works

Kasim [00:11:48] Incidentally, because you're training your sales people on Google ads

Kasim [00:11:50] Okay

Kasim [00:11:51] Here's me managing expectations

Kasim [00:11:52] You're dealing with an educated consumer base people didn't, start a business and

Kasim [00:11:57] run it to a point to where it's successful enough for them to spend thousands of

Kasim [00:12:00] dollars a month in advertising, you don't get there and also be an idiot

Kasim [00:12:03] like you're dealing with a smart human, so treat them like a smart human

Kasim [00:12:05] I think they're really gonna respect that anyway

Kasim [00:12:07] Oh, this is how

Kasim [00:12:08] We'd love to hear your thoughts and comments

Kasim [00:12:10] If you have other sales tips that I'm not hitting on

Kasim [00:12:12] Like I said, I'm not a good sales person

Kasim [00:12:14] I'd love for some advice

Kasim [00:12:15] There may be just when it comes to more of the Polish

Kasim [00:12:17] Cause we don't have that, but I really like our foundation