How to Package and Sell Digital Marketing Services

By Alzay Calhoun

Lightly Edited Video Transcript:

Hey, it’s Alzay Calhoun with Coveted Consultant, and today I want to talk about how you package your services so you can describe them better and deliver them better.

The broken business model

Here’s what most digital marketing agencies do. They ask the client, “Client, what do you want us to make? Do you want a new website?” And the client says, “Sure, we want a new website.” And you dig into your vat of digital marketing services, and you pull out the big long list of possibilities: SEO, SCM, logo creation, digital marketing this, digital marketing that, PPC, CPM, YouTube, Twitter, Facebook, LinkedIn. You describe all these different opportunities that your client could use in better setting up their digital marketing presence.

Your client’s eyes roll to the back of their head, you totally lose them, and even if they decide to buy and become a client, they’re not quite sure what they purchased. Then they ask you 100 more questions, 40 more follow-up meetings, and the project gets bigger and bigger and bigger, and less and less interesting for you.

It’s a broken model. I have no idea why, how we got into functioning that way, but I know that’s how it works for most people like you. So let’s shift that for forever, and let’s think about it a totally different way.

A better way (let’s use an analogy)

Here’s an analogy. Your client is trying to get from Point A to Point B. Your client is trying to travel from Point A to Point B, and so when they consider traveling, there’s three ways to travel. You can drive, you can walk, or you can fly. When you walk, that’s the slowest option. That’s a matter of months to get over a long distance. If you drive, that’s a matter of days or a matter of weeks to travel a long distance. But when you fly, you can get there faster. That’s a matter of hours.

Now you and I both know that flying is the premium option. You know it costs more for that, but if you want it done, and you want it done right now, flying is the only option. So what I’m saying to you is that you should present your services like you are the flight option, and you should show your clients the flight path to get to where they want to go. Let’s draw that out.

So I made the airplane analogy, and I just drew one on the board. Now, warning, I went to school for business, not for design, so don’t judge my airplane.

Your services should have a “flight path”

So let’s get to it. The point here is that your client begins over here, and they want to be over here, and your job is to design a plane that gets them there as fast as humanly possible. But here’s the thing about when you fly a plane. There are some things that you have to do before you can get on the plane.

So there’s some things that have to happen beforehand. You’ve got to pack your own bags, you’ve gotta drive yourself to the airport, you’ve gotta park your own car, and you better be at the gate by a certain time so you can make the flight. So these things have to happen.

If you’ll do that, then here’s what happens. There’s a pre-built plane. The plane’s already made. Right? There’s a cockpit here, there’s a pilot who’s flying the plane, there are flight attendants who are here waiting to serve, and then there are seats that are already made for you to sit in. Right? All you’ve gotta do is take a seat, and the plane can take off.

Now there is some communication that happens while we’re on the plane, a bit of experience that happens while we’re on the plane, but the vast majority of the plane is already built. The promise that the airline makes you is that if you’ll do your job and get on the plane, we’ll take you exactly where you want to be.

Digital marketing services: 10 different examples

 

Take your client exactly where they want to go

Your services should be designed to the exact same way, so let’s think about how that might be applied. If you’re doing digital marketing services, there are certain things that your best client needs to already have in place. Right? So they need to have an existing web presence, if that’s important. They need to already have a target client. They need to already have metrics that matter to them. These are things that should already be in place, and so you’ve gotta be clear with your client what should already be in place.

If they’ll get those things in order, then you can invite them onto the plane where things are already set up. There’s already a captain to fly the plane, there are already flight attendants, there’s already a seat waiting for them. They can jump on that plane, they can experience the process, you go through that process with them, and when they get to step number five, they are exactly where they wanted to be. Right?

Whether that’s more views, more likes, more shares, more revenue, more clients, whatever that number is for them that’s important to them, that’s exactly where they wanted to be. The rub for you is are your services designed this way? Do you challenge your clients to get their act together before you start working? Do you make it clear to your clients that there is a pre-built process designed to get them where they want to go that is already staffed and waiting for them? Do your clients already understand that there’s an elegant way that you take them through the process that is easy and enjoyable for them to receive? Have you made it clear that by the time they get to step number five, they are exactly where they wanted to be?

Your services should not only be described this way, they should be designed this way, so that when you make this promise, your team and yourself are already prepared to facilitate this for them. If you’re not here, that’s why you’re having trouble selling your services.

I’ll see you in the next video.

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