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Course Module: 1. AAU Agency/Module 3 - The Client Module 24
Lesson: 12. Setting Client Expectations
Duration: 11:02
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[00:00 -> 00:08] All right, so this is a module that I want to add in here about setting expectations
[00:08 -> 00:11] with your potential clients.
[00:11 -> 00:13] Now this is something I typically will do twice.
[00:13 -> 00:20] I will do this once during the sales call and then once before we actually launch the
[00:20 -> 00:21] campaign.
[00:21 -> 00:25] So there are two different times and there's a couple of different reasons for that and
[00:25 -> 00:28] I'll touch on them as we go through this.
[00:28 -> 00:32] So number one, I say I was say I'm going to start with a two week setup time.
[00:32 -> 00:36] I say it takes, you know, seven to 14 days or five to 10 business days.
[00:36 -> 00:38] However, you want to say it.
[00:38 -> 00:41] And if you can get it done sooner, great.
[00:41 -> 00:46] I typically will go with that even if I am busy because it allows me a lot of extra time
[00:46 -> 00:53] in there to do, uh, be setting up other campaigns as well as as things get busy and they do get
[00:53 -> 00:54] busy from time to time.
[00:54 -> 00:56] I have room to move things around.
[00:56 -> 01:01] So typically what will happen is I will set those campaigns up and come back to them much
[01:01 -> 01:05] quicker than that two week time frame and they're obviously much happier.
[01:05 -> 01:09] However you phrase that if you can say, if you say you can do it in three days for them,
[01:09 -> 01:10] that's fine.
[01:10 -> 01:15] I tend to, um, under promise and over deliver monthly billing will start immediately.
[01:15 -> 01:20] So I tell them that, you know, once they pay the setup fee that their monthly optimization
[01:20 -> 01:24] fees will start the day that the campaign has turned on.
[01:24 -> 01:30] And the reason is you are making a lot of changes or a lot of optimization to that campaign
[01:30 -> 01:32] the first, you know, couple of weeks.
[01:32 -> 01:33] It's not hard work.
[01:33 -> 01:37] It's just something that needs to be, uh, you need to keep an eye on and you should be
[01:37 -> 01:38] getting paid for that.
[01:38 -> 01:42] So your setup fee is for the campaign because that's a lot of work.
[01:42 -> 01:45] That does not include optimization for the first month.
[01:45 -> 01:50] You can obviously approach that however you want, but the day that we turn the campaigns
[01:50 -> 01:53] on is typically the day that we start the management.
[01:53 -> 01:59] If that is on the 14th of the month and you're, you know, they're paying you $500 a month.
[01:59 -> 02:00] Obviously you know, half that would be gone.
[02:00 -> 02:02] You need $250 a month.
[02:02 -> 02:08] They would be billed on the 14th and then the $500 a month would be billed on the first of
[02:08 -> 02:10] the following month, right?
[02:10 -> 02:13] So you're getting paid in advance for the work you're going to be doing.
[02:13 -> 02:18] This is how we have done it for years and I get very seldom get pushback on that.
[02:18 -> 02:20] Ads do not work overnight.
[02:20 -> 02:22] I stress this.
[02:22 -> 02:23] I really do.
[02:23 -> 02:26] I used to stress about how fast Google ads did work.
[02:26 -> 02:27] They still can work quickly.
[02:27 -> 02:31] But once again, this is that whole under promise over deliver.
[02:31 -> 02:38] I will tell them, you know, it does take 60 to 90 days to dial it in without a doubt, but
[02:38 -> 02:44] that does not mean that you will not get clients or leads in that first week.
[02:44 -> 02:48] But what I used to do was our fastest ever was 12 minutes.
[02:48 -> 02:54] Literally from the time I turned a campaign on, I got an email from a client about 15
[02:54 -> 02:57] minutes later asking me, is this a joke?
[02:57 -> 03:00] And she forwarded the lead that she had gotten three minutes earlier.
[03:00 -> 03:05] It was literally 12 minutes by the time that lead had turned on.
[03:05 -> 03:11] The problem it takes a little bit longer now is it does take time to go through Google's
[03:11 -> 03:12] approval process.
[03:12 -> 03:18] If you have uploaded your ads previously and left the campaign on pause, your ads will
[03:18 -> 03:22] still get approved, but it does sometimes take a couple of hours.
[03:22 -> 03:28] If you just upload your ads and turn the campaign on, they will go into an approval or, you
[03:28 -> 03:31] know, they're waiting to be approved mode.
[03:31 -> 03:37] On top of that, it does take time to get into Google system depending on the locations and
[03:37 -> 03:41] how much competition there is in the industry.
[03:41 -> 03:45] Sometimes it does take a little bit longer to get it really into Google system.
[03:45 -> 03:50] We've also run into problems where they weren't even showing ads for like the first week and
[03:50 -> 03:52] we had to go in and make some changes.
[03:52 -> 03:57] We'll show you how to do that in the optimization module, but you've got to set expectations.
[03:57 -> 04:01] It's so much better when you get that email saying, oh my gosh, I wasn't expecting leads
[04:01 -> 04:04] this week and they're coming in.
[04:04 -> 04:08] But it's really, really difficult if you tell a client that you're going to start getting
[04:08 -> 04:10] leads in the next 24 to 48 hours.
[04:10 -> 04:15] If they don't get leads that you're going to have to back pedal now.
[04:15 -> 04:18] Set their expectations correctly.
[04:18 -> 04:23] If they get a lead in the first five minutes, please send me the email.
[04:23 -> 04:29] I'd love to hear about that, but do not tell them that they will count on say, you know,
[04:29 -> 04:34] the first week or two, it really is about getting it honed in and really getting it turned on
[04:34 -> 04:39] and make sure it's running correctly, but set their expectations correctly.
[04:39 -> 04:42] How the calls, emails and leads work.
[04:42 -> 04:46] So another cool thing about this is, you know, you got to let them know that if somebody does
[04:46 -> 04:54] fill out an email form, that email will go to whoever it needs to go to and it will go
[04:54 -> 04:55] there immediately.
[04:55 -> 05:01] But the best leads are the ones when you contact them right away.
[05:01 -> 05:05] So what will happen with service businesses are some people will go look for a service,
[05:05 -> 05:09] they'll go to Google and they will go down and they'll start filling forms out in the
[05:09 -> 05:12] first person that calls them wins really.
[05:12 -> 05:16] That's not always the case, but if you know, if you've got a client that's not going to
[05:16 -> 05:21] contact somebody back for two or three days after they filled out the form, you might want
[05:21 -> 05:26] to look for a different client because that client is not going to turn those leads into
[05:26 -> 05:29] business and you're not going to get paid in the future.
[05:29 -> 05:32] So you really have to watch that.
[05:32 -> 05:34] You know, so I will always explain to my clients.
[05:34 -> 05:39] So you'll get that lead right away and statistics have shown that, you know, the faster that
[05:39 -> 05:43] you can get back and touch with that lead, the better opportunity you're going to have
[05:43 -> 05:44] to close them.
[05:44 -> 05:45] Right.
[05:45 -> 05:46] Plain and simple.
[05:46 -> 05:50] Just being honest with them telling them that they need to get back to them soon.
[05:50 -> 05:55] As far as the phone calls, if you decide to use call rail, this call tracking software,
[05:55 -> 05:57] we're going to walk you through the setup on.
[05:57 -> 06:01] So the way it works is when you set up tracking numbers with call rail, you're going to put
[06:01 -> 06:05] that tracking number on the campaigns and the landing pages will show you how to do it.
[06:05 -> 06:12] But once that phone call is done, so if a potential client calls up your client and has a conversation,
[06:12 -> 06:17] once that phone call is done, your client is going to get an email in that email.
[06:17 -> 06:23] It's going to say the name and the phone number and how long the call lasted and why
[06:23 -> 06:28] that's important is sometimes service businesses, they're out on the job.
[06:28 -> 06:30] They don't have something to write with.
[06:30 -> 06:33] You know, it's kind of nice that if they get a phone call, they're like, Oh, what to do
[06:33 -> 06:36] with that phone number, they're going to get this follow up.
[06:36 -> 06:40] And I say, you know, what's great about that is, is that not only are you going to get a
[06:40 -> 06:46] follow up on that, you need to remember though that that email and that phone number pulls
[06:46 -> 06:49] from the caller ID.
[06:49 -> 06:55] So if that person works at Wells Fargo and they're calling about pest control at their
[06:55 -> 06:59] home, the Wells Fargo phone number is going to pull up on the caller ID, unless of course
[06:59 -> 07:01] they're calling from their cell phone.
[07:01 -> 07:06] So I do tell them to make sure that they understand that also before we set it up, we
[07:06 -> 07:11] will give them a call and so they can see that what that actual email looks like.
[07:11 -> 07:16] And then I explained that, you know, a lot of our clients will take those emails and they'll
[07:16 -> 07:18] just put them into a folder.
[07:18 -> 07:19] Okay.
[07:19 -> 07:22] And then at the end of the week, they'll look through and they'll be like, okay, we got
[07:22 -> 07:23] 20 leads.
[07:23 -> 07:28] How much, how many of those turned into actual business and they will record that on their
[07:28 -> 07:30] lead tracking spreadsheet?
[07:30 -> 07:34] Those are the clients who see what's going on.
[07:34 -> 07:40] They see what's happening in their campaigns and they keep track of it and then they communicate
[07:40 -> 07:41] back to us.
[07:41 -> 07:46] So those clients who communicate that well will see the best results.
[07:46 -> 07:50] And the reason is that if a client sees a campaign not working well and they're like,
[07:50 -> 07:56] well, all of these calls are coming from over here when, you know, it's a little bit
[07:56 -> 07:57] far for us.
[07:57 -> 08:00] So we don't really want to cover that area.
[08:00 -> 08:05] Sometimes during the setup process, you know, they're thinking about just encompassing everything.
[08:05 -> 08:11] You know, maybe things get confused, whatever it might be, clients who will communicate that
[08:11 -> 08:15] that kind of information to you, you can go in and make that change and you can get
[08:15 -> 08:18] that campaign turned around and running well.
[08:18 -> 08:20] And that's how you keep clients long term.
[08:20 -> 08:25] So those quick little conversations can literally make you thousands and thousands and thousands
[08:25 -> 08:29] of dollars of retained client fees over time.
[08:29 -> 08:31] Another one, there's a lot of moving parts.
[08:31 -> 08:33] And I tell them this exactly.
[08:33 -> 08:34] Mr.
[08:34 -> 08:38] Client, there's a lot of moving parts of these campaigns and it does take time for us to do
[08:38 -> 08:39] our job.
[08:39 -> 08:43] When we are setting your campaign up, a lot of things going on.
[08:43 -> 08:46] When we are optimizing it, a lot of things going on.
[08:46 -> 08:47] That's our job.
[08:47 -> 08:52] Your job is to communicate to us, let us know what's going on on your end so that we can
[08:52 -> 08:56] make sure that we can do our job the best that we can.
[08:56 -> 09:01] You know, I'm telling them flat out what we expect as a partner.
[09:01 -> 09:02] Okay.
[09:02 -> 09:06] We want to make sure that they understand that they need to give us information because all
[09:06 -> 09:11] we're seeing, and I'll say that too, you know, a lot of what we're seeing are numbers.
[09:11 -> 09:16] And we can see it look at numbers and be like this campaign is working really well and
[09:16 -> 09:19] then talk to a client and they'll like the campaigns not working at all.
[09:19 -> 09:21] Because like I said, we're seeing numbers.
[09:21 -> 09:25] We need to hear from you what's going on with those leads.
[09:25 -> 09:29] So when we send, we're going to send out an email to you every single month where you can
[09:29 -> 09:31] schedule a call with us on our calendar.
[09:31 -> 09:32] You can take 10 minutes.
[09:32 -> 09:33] You can take 20.
[09:33 -> 09:38] However long you need for us to go through and make sure that these campaigns are running
[09:38 -> 09:40] the best that they can.
[09:40 -> 09:46] Once again, setting expectations of there's a lot of things going on as well as we're going
[09:46 -> 09:47] to be contacting you.
[09:47 -> 09:51] So it's really up to you to let us know what's happening.
[09:51 -> 09:54] And then once again, I always under promise and over deliver.
[09:54 -> 09:59] I will always try to push out their expectations a couple of weeks from when they get turned
[09:59 -> 10:05] on because then if they get a lead in the first couple of days, they are happy.
[10:05 -> 10:06] They're ecstatic.
[10:06 -> 10:08] Okay.
[10:08 -> 10:12] And typically you will get a lead for them, you know, within the first few days.
[10:12 -> 10:16] But if you, they turn it on and they're sitting there watching and they're hitting refresh
[10:16 -> 10:21] on their, on their statistics, uh, over and over and over again and you will get clients
[10:21 -> 10:25] that do this unless you set those expectations.
[10:25 -> 10:28] You got to let them know that it's going to take a few days.
[10:28 -> 10:30] And you know what?
[10:30 -> 10:35] If there's a lot of impressions and or if there's no clicks or whatever, we're on it.
[10:35 -> 10:37] We have it taken care of.
[10:37 -> 10:41] You know, if you see something in your stats that, Hey, we got to click for something that
[10:41 -> 10:45] we don't want to get a click for chances are we've already seen it and have already added
[10:45 -> 10:47] that to your negative keywords.
[10:47 -> 10:48] Okay.
[10:48 -> 10:53] We are always setting expectations with the client and we will do this exact same process
[10:53 -> 10:57] again the day that we turn the campaign on.
[10:57 -> 10:58] Okay.
[10:58 -> 10:59] I'll go over that again later.
[10:59 -> 11:00] So hope that helps.
[11:00 -> 11:01] See you in the next video.

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--- FULL TRANSCRIPT ---
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All right, so this is a module that I want to add in here about setting expectations with your potential clients. Now this is something I typically will do twice. I will do this once during the sales call and then once before we actually launch the campaign. So there are two different times and there's a couple of different reasons for that and I'll touch on them as we go through this. So number one, I say I was say I'm going to start with a two week setup time. I say it takes, you know, seven to 14 days or five to 10 business days. However, you want to say it. And if you can get it done sooner, great. I typically will go with that even if I am busy because it allows me a lot of extra time in there to do, uh, be setting up other campaigns as well as as things get busy and they do get busy from time to time. I have room to move things around. So typically what will happen is I will set those campaigns up and come back to them much quicker than that two week time frame and they're obviously much happier. However you phrase that if you can say, if you say you can do it in three days for them, that's fine. I tend to, um, under promise and over deliver monthly billing will start immediately. So I tell them that, you know, once they pay the setup fee that their monthly optimization fees will start the day that the campaign has turned on. And the reason is you are making a lot of changes or a lot of optimization to that campaign the first, you know, couple of weeks. It's not hard work. It's just something that needs to be, uh, you need to keep an eye on and you should be getting paid for that. So your setup fee is for the campaign because that's a lot of work. That does not include optimization for the first month. You can obviously approach that however you want, but the day that we turn the campaigns on is typically the day that we start the management. If that is on the 14th of the month and you're, you know, they're paying you $500 a month. Obviously you know, half that would be gone. You need $250 a month. They would be billed on the 14th and then the $500 a month would be billed on the first of the following month, right? So you're getting paid in advance for the work you're going to be doing. This is how we have done it for years and I get very seldom get pushback on that. Ads do not work overnight. I stress this. I really do. I used to stress about how fast Google ads did work. They still can work quickly. But once again, this is that whole under promise over deliver. I will tell them, you know, it does take 60 to 90 days to dial it in without a doubt, but that does not mean that you will not get clients or leads in that first week. But what I used to do was our fastest ever was 12 minutes. Literally from the time I turned a campaign on, I got an email from a client about 15 minutes later asking me, is this a joke? And she forwarded the lead that she had gotten three minutes earlier. It was literally 12 minutes by the time that lead had turned on. The problem it takes a little bit longer now is it does take time to go through Google's approval process. If you have uploaded your ads previously and left the campaign on pause, your ads will still get approved, but it does sometimes take a couple of hours. If you just upload your ads and turn the campaign on, they will go into an approval or, you know, they're waiting to be approved mode. On top of that, it does take time to get into Google system depending on the locations and how much competition there is in the industry. Sometimes it does take a little bit longer to get it really into Google system. We've also run into problems where they weren't even showing ads for like the first week and we had to go in and make some changes. We'll show you how to do that in the optimization module, but you've got to set expectations. It's so much better when you get that email saying, oh my gosh, I wasn't expecting leads this week and they're coming in. But it's really, really difficult if you tell a client that you're going to start getting leads in the next 24 to 48 hours. If they don't get leads that you're going to have to back pedal now. Set their expectations correctly. If they get a lead in the first five minutes, please send me the email. I'd love to hear about that, but do not tell them that they will count on say, you know, the first week or two, it really is about getting it honed in and really getting it turned on and make sure it's running correctly, but set their expectations correctly. How the calls, emails and leads work. So another cool thing about this is, you know, you got to let them know that if somebody does fill out an email form, that email will go to whoever it needs to go to and it will go there immediately. But the best leads are the ones when you contact them right away. So what will happen with service businesses are some people will go look for a service, they'll go to Google and they will go down and they'll start filling forms out in the first person that calls them wins really. That's not always the case, but if you know, if you've got a client that's not going to contact somebody back for two or three days after they filled out the form, you might want to look for a different client because that client is not going to turn those leads into business and you're not going to get paid in the future. So you really have to watch that. You know, so I will always explain to my clients. So you'll get that lead right away and statistics have shown that, you know, the faster that you can get back and touch with that lead, the better opportunity you're going to have to close them. Right. Plain and simple. Just being honest with them telling them that they need to get back to them soon. As far as the phone calls, if you decide to use call rail, this call tracking software, we're going to walk you through the setup on. So the way it works is when you set up tracking numbers with call rail, you're going to put that tracking number on the campaigns and the landing pages will show you how to do it. But once that phone call is done, so if a potential client calls up your client and has a conversation, once that phone call is done, your client is going to get an email in that email. It's going to say the name and the phone number and how long the call lasted and why that's important is sometimes service businesses, they're out on the job. They don't have something to write with. You know, it's kind of nice that if they get a phone call, they're like, Oh, what to do with that phone number, they're going to get this follow up. And I say, you know, what's great about that is, is that not only are you going to get a follow up on that, you need to remember though that that email and that phone number pulls from the caller ID. So if that person works at Wells Fargo and they're calling about pest control at their home, the Wells Fargo phone number is going to pull up on the caller ID, unless of course they're calling from their cell phone. So I do tell them to make sure that they understand that also before we set it up, we will give them a call and so they can see that what that actual email looks like. And then I explained that, you know, a lot of our clients will take those emails and they'll just put them into a folder. Okay. And then at the end of the week, they'll look through and they'll be like, okay, we got 20 leads. How much, how many of those turned into actual business and they will record that on their lead tracking spreadsheet? Those are the clients who see what's going on. They see what's happening in their campaigns and they keep track of it and then they communicate back to us. So those clients who communicate that well will see the best results. And the reason is that if a client sees a campaign not working well and they're like, well, all of these calls are coming from over here when, you know, it's a little bit far for us. So we don't really want to cover that area. Sometimes during the setup process, you know, they're thinking about just encompassing everything. You know, maybe things get confused, whatever it might be, clients who will communicate that that kind of information to you, you can go in and make that change and you can get that campaign turned around and running well. And that's how you keep clients long term. So those quick little conversations can literally make you thousands and thousands and thousands of dollars of retained client fees over time. Another one, there's a lot of moving parts. And I tell them this exactly. Mr. Client, there's a lot of moving parts of these campaigns and it does take time for us to do our job. When we are setting your campaign up, a lot of things going on. When we are optimizing it, a lot of things going on. That's our job. Your job is to communicate to us, let us know what's going on on your end so that we can make sure that we can do our job the best that we can. You know, I'm telling them flat out what we expect as a partner. Okay. We want to make sure that they understand that they need to give us information because all we're seeing, and I'll say that too, you know, a lot of what we're seeing are numbers. And we can see it look at numbers and be like this campaign is working really well and then talk to a client and they'll like the campaigns not working at all. Because like I said, we're seeing numbers. We need to hear from you what's going on with those leads. So when we send, we're going to send out an email to you every single month where you can schedule a call with us on our calendar. You can take 10 minutes. You can take 20. However long you need for us to go through and make sure that these campaigns are running the best that they can. Once again, setting expectations of there's a lot of things going on as well as we're going to be contacting you. So it's really up to you to let us know what's happening. And then once again, I always under promise and over deliver. I will always try to push out their expectations a couple of weeks from when they get turned on because then if they get a lead in the first couple of days, they are happy. They're ecstatic. Okay. And typically you will get a lead for them, you know, within the first few days. But if you, they turn it on and they're sitting there watching and they're hitting refresh on their, on their statistics, uh, over and over and over again and you will get clients that do this unless you set those expectations. You got to let them know that it's going to take a few days. And you know what? If there's a lot of impressions and or if there's no clicks or whatever, we're on it. We have it taken care of. You know, if you see something in your stats that, Hey, we got to click for something that we don't want to get a click for chances are we've already seen it and have already added that to your negative keywords. Okay. We are always setting expectations with the client and we will do this exact same process again the day that we turn the campaign on. Okay. I'll go over that again later. So hope that helps. See you in the next video.

