1 PM on a partly sunny day, a dark grey car pulls up to a condo in the city. The young businessman locks the door of his condo then gets into the front, passenger side of the car. “How’s it going?” says the young businessman as he shakes the hand of his mentor. “Awesome” is the mentor’s response as he puts the car in gear, then starts driving. “So, how is this new position working out for you?” asks the mentor.
“It’s great” responds the young man, “Working for this SEO Agency, here in Pittsburgh has been very exciting so far. My first week has been about meeting everyone that I work with in my division and getting used to the pace of the job. I’m grateful for the opportunity to help our SEO agency land new clients, who are interested in using our services to help them grow their business online” responds the young man.
“Have you thought about why an agency that specializes in online marketing is going towards an outbound marketing direction to attract new clients?” asks the mentor.
The young man starts thinking, then says, “Well, it’s my understanding that to date, our agency has only been using online marketing. That they have been successful driving traffic from Google, Yahoo, & Bing and they’re generating leads via this inbound marketing channel. But over the years, competition in the search marketing space has increased quite a bit, and it’s becoming harder to stand out from the competition online”.
“This is why you were hired, to help focus the agency’s marketing efforts offline, by going directly to the businesses” the mentor explains.
“This makes sense because I’m seeing a growing trend with many businesses who were once dominating online but are now focusing more of their efforts on outbound marketing. Inbound marketing certainly provides long term value but outbound marketing still provides some of the quickest returns with regard to prospecting for new clients” says the young man.
Switching lanes on the freeway, the mentor turns to the young man and asks, “What outbound marketing strategies do you wish to focus your efforts on?”
The young man responds with, “I would like to focus on organizing an appointment setting campaign.”
At this point, the mentor inquires about Appointment Setting, saying, “Ok, explain the process of how this campaign works, specifically.”
“Well”, says the young man, “the Appointment Setter will setup appointments on behalf of the SEO Agency with prospective clients. While the Appointment Setter is busy prospecting for new clients, I would be spending my time formalizing our presentations and proposals to present during our phone calls and emails.”
The young man continues, “Working with an Appointment Setter is a more efficient use of time for everyone and is scalable; meaning once we determine we’re seeing a positive ROI on this spending, we can increase the campaign by hiring more appointment setters as we bring on more sales reps. In the short term, this gives me more of an opportunity to be creative and detailed in my presentations and also to tailor them to the needs of the client. As I embark on my career at the SEO Agency, my goal is to build a sales team for the firm and grow. But to do so, we need to implement plans that can scale with us. I’ve seen that outsourced Appointment Setting firms are able to scale alongside the businesses they’re working with”, concludes the young man.
“Sounds like a great plan that will benefit the SEO Agency”, says the mentor as he pulls into the parking lot of a buffet restaurant. He parks the car, turns off the ignition and continues. “You’re taking the steps necessary to go far in your career. Success always starts with ideas, then plans, then execution. Make sure you keep track of your process because eventually you will be teaching this to your sales team. Good work. Are you hungry?” “Yes sir”, says the young businessman. Then the two men get out of the car and walk to the restaurant.