One of the struggles that any sales organization has is training a sales force to sell a product, but not overwhelm a client with technical detail.
Last year our Client Services Manager, Michele, created a document for our sales floor that helped them better understand our Search Engine Placement (SEP) product. It outlines what we do, and what we don’t do, for our clients.
This document is distributed to each new sales employee on their second day of training, and they are expected to know it and understand it, so that our customers know what they’re getting when they sign up for our services.
Today I thought I’d share it, so that you can get a better understanding of how NetBiz.com does business.
WE DO resell Adwords, Bing & Yahoo Search Marketing.
WE ARE an AdWords Qualified Company.
WE DO NOT get wholesale pricing from the search engines.
WE DO NOT have contracts or partnerships with the search engines.
WE DO get additional services from the search engines:
Gold Team Status with Yahoo.
Dedicated Account Management Team with Google.
These services often get us faster, better service than an individual advertiser would get.
WE DO NOT use this to affect our clients’ costs or our guarantee.
WE DO guarantee first-page placement with the provision that the client’s Web site passes a search engine review and complies with editorial policies.
WE DO NOT guarantee the top 3, top 5, or top colored box (this, along with the column on the right, is known as the “Sponsored Links” section).
WE DO sell Google “Exact Match” and Yahoo “Standard Match” by default.
WE DO NOT offer Google “Broad Match” or “Phrase Match” or Yahoo “Advanced Match” without Manager Approval and pricing validation from the NetBiz Corporate Office.
WE DO guarantee Internet exposure.
WE DO NOT guarantee leads, search activity or click-throughs.
WE DO work on a month-to-month agreement, allowing customers to cancel at any time.
WE DO NOT offer one-month trials.
WE DO bill automatically on the anniversary date of the initial sale.
WE DO NOT set up billing for only one month or prevent recurring billing from going through on the anniversary date. If the client wants to interrupt billing they need to contact our billing department prior to the billing date.
WE DO use historical data provided by the search engines for our pricing.
WE DO NOT share this data with clients or prospects because it would not be “apples to apples” to our campaigns. Most professional search marketers know that the data that Google provides is only an estimate and cannot always be accurately relied upon.
WE DO advise our clients that pricing is subject to market influences.
WE DO NOT guarantee that a price is “locked in” forever.
WE DO guarantee the term will be online within 10 business days.
WE DO NOT guarantee the term will be online any time prior to 10 business days.
WE DO periodic account evaluations.
WE DO NOT set expectations with prospects or clients that they will receive traffic reports on a set schedule. Our high-dollar accounts ($1200 or more total SEP cost per month) are the exception, but the Account Management Team will set those schedules.
WE DO make adjustments to client accounts based on evaluation results. The Customer Service Department will determine the best course of action to help the client’s campaign get the best results.
WE DO NOT determine the best course of action from the Sales Offices. Sales does not have the information necessary to best determine how to improve a client’s placement.
WE DO place our clients on U.S.-specific searches only by default. We place our Canadian clients on U.S. and Canadian searches. International searches are evaluated separately and are considered separate search terms.
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