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��Copyright � 2012, Lee Cole, All Rights Reserved Resources If you liked this, you'll definitely want to check these other killer WSO's out! Offline Viral Money Machine: Looking for an ultra-viral way to create an amazing offline income stream? If so, check this out, Today! Offline SmackDown: This is a killer, laser targeted way to direct mail to offline prospects. You can build a real, offline business this way rapidly with just this one technique. Local SEO Rebellion: Honestly, the definitive way to rank web pages for local searches. No theory, just stuff that really, truly works! Offline Video Explosion: Want to learn how to get a massive amount of offline business just by using passive videos? If so, check this out, today! (Note, this combines really well with the WSO you're reading right now!) Copyright � 2012, Lee Cole, All Rights Reserved WSO Affiliate Gold: Learn how to make a full-time in- come easily right on the Warrior Forum! Newbie friendly! Email Stud!: Learn the art of writing killer emails that suck the cash right out of your subscriber's bank ac- counts! G+ GetDown Boogie: Learn how to create G+ pages for businesses and also how to sell this service to businesses for big bucks. V2!: The final word in starting an offline business. This is a 5 module program that steps you through a proven way that anyone can get a real, offline business up and running in no time. Copyright � 2012, Lee Cole, All Rights Reserved Legal Stuff This book is Copyrighted, All Rights Reserved. You may not sell this book, give it away, display it publicly, or distribute it in any way, shape, or form whatsoever. While reasonable attempts have been made to ensure the accuracy of the information provided in this publication, the author does not assume any responsibility for errors, omis- sions or contrary interpretation of this information and any damages or costs incurred by that. The author does not warrant or represent at any time that the contents within are completely accurate due to the rapidly changing nature of the Internet. This book is not intended for use as a source of legal, business, accounting, or financial ad- vice. All readers are advised to seek services of competent professionals in legal, business, accounting, and finance matters. While examples of past results may be used occasionally in this work, they are intended to be for purposes of example only. No representation is made or implied that the reader will do as well from using the techniques. The author does not assume any responsibility or liability whatsoever for what you choose to do with this information. Use your own judgment. Any perceived slight of specific people or organizations, and any resemblance to characters living, dead or otherwise, real or fictitious, is purely unintentional. There are no guarantees of income made. Readers are cautioned to rely on their own judg- ment about their individual circumstances to act accordingly. Use this information at your own risk Copyright � 2012, Lee Cole, All Rights Reserved Introduction Local businesses can benefit enormously from having their Google Places listing found at or near the top of the page 1 search results. When someone is searching for a local business, and their search results in a page with Google Places listings on it, the top of the GP listing draws most of the attention on the whole page. How do I know that? Here's a heatmap study that I found from 2010. Now, this is from 2010. So the lay out is not exactly what Google shows today, but the results are the same. The top 3 spots in the Google Places section get by far the most attention. Copyright � 2012, Lee Cole, All Rights Reserved So, it would behoove a business to have their listing not only on page 1, but also on the top of the results on page 1. Now, the purpose of this report is not to tell you how to achieve those kinds of results. They're very achievable, by the way. I recently took on a new client, a chiropractor in an upscale suburb in Atlanta. His Google Places listing was nowhere to be found for the top 4 best keyword searches that we identified. After about 3 weeks, I had him on page 1 of the GP listings for all the keywords, and he was in the #1 position for one, and the #3 position for another. The others he was around #4 or #5. So, influencing a Google Places ranking is entirely possible. (As I said, the purpose of this report is not to show you how to do this. The single best resource I've ever found for learning how to do this is here. That is Dr. Dan's Google Places Takeover. And yes, that link is an affiliate link. I now follow their method to the letter with my clients, and it delivers! And, my clients love me for it!) So, as I was saying, it's entirely possible following the above method to get a client's GP listing at or near the top. The big problem most folks will have with this, however, is finding businesses to pay you to do this. And, that, my friend is what this report is all about....How to sell Google Places to local businesses. Copyright � 2012, Lee Cole, All Rights Reserved More Introduction I run a Skype group for folks interested in offline marketing. This whole idea of writing this report you're reading started when someone on the Skype group asked me essentially how to get business by calling businesses. People who are in the don't know , call this cold calling. I call it Gold Calling! It all started this way... One of our members about a week ago announced that he had closed yet another deal. Close to $1k of offline services for a local business. When asked how he got the business, he said that he was just cold calling businesses. Of course, everyone was interested, because 1. most people think that cold calling is some sort of big hairy monster, and 2. the folks in my Skype group are serious about making money with offline marketing. You could almost hear the teeth chattering when someone asked... Why were you cold calling? Kind of in the same spirit that someone might ask you... Why were you pounding your own finger with a hammer? I loved this guy's answer. I don't particularly like cold calling. I just dislike not having business more! Copyright � 2012, Lee Cole, All Rights Reserved I know this guy pretty well. We've skyped a few times, etc. And, I already liked him, but when I read that...my opinion soared by about x100! Why? Because that's real maturity speaking! That's the kind of moxie that actually builds businesses! You know I sell a lot of WSO's aimed at offline marketing. Invariably when I sell one that's geared towards actually acquiring business, someone will either pm me or leave a comment on the thread and ask...with teeth chattering...and I guess with their training pants still on...DDDDDDoes....IIIIIttt....ReReReQQQQuire...KKKKKKCold....KKKKCalling ????? Look it. I've been a salesman all my life. I'm pretty patient with these questions. But inside, really, I feel like reaching through the Internet, grabbing the spineless idiot...and telling them to grow up! This is real business. Yes, anybody can do it. But no, you can't be a sniveling weakling and do it. That's pretty much what I feel like. Obviously, I don't do this. :) But I digress a little. Well, the interest in this guy's recent deal (this is like his 2nd in a week)...sparked a lot of conversation about cold calling in particular and selling in general. I was sitting at my computer working late. (BTW, yet another trait Copyright � 2012, Lee Cole, All Rights Reserved necessary to business building.) And, of course, through Skype, I was monitoring this whole exciting exchange. I was trying to put the finishing touches on a report that I'll be selling in a week or so, but honestly, I got sucked into the whole conversation. I was so proud of my peeps having a real discussion about selling that I jumped in and added my two cents. By the time I was done, it was more like my $10...or if you could actually put a value on what I told them, it was more like my $500,000! Well, everyone got really excited about what I said about selling. They told me I should turn it into a WSO. So, with all of this said, I'm going to lay out, first off, how to sell, in general. Then, I'm going to tell you how to sell Google Places easily to businesses. The foundational stuff first. Copyright � 2012, Lee Cole, All Rights Reserved Selling 101 One of my homeboys in the Skype group is a guy named Bob. (Name changed to protect the innocent.) He's a really nice guy. He had a pretty good online business for a few years, then when Google Panda came along, it was vaporized. Life in the fast lane! Well, Bob tried to resuscitate his business, but due to all the algorithm changes and due to what he was selling and how he was selling it, couldn't. So, without money, he was forced to eat week old horse manure...I mean get a job! He got hired as a car salesman. Which I think is probably an excellent job for anyone who wants to eventually sell offline services. Why? Because he's learning more about sales! And, lack of sales skill is actually the big stumbling block that most folks have. But, Bob really wants to get back to the promised land of Internet self- employment. Can't blame him at all! I sure as heck would. I offered to talk to Bob and help him map out a plan to quit his day job in a couple of months. What was so interesting, though, was as I was telling him how to sell Google Places, he kept saying.... Lee, you keep telling me exactly what they told me in my car sales training...only the words are changed. Copyright � 2012, Lee Cole, All Rights Reserved And, he's right. Because selling is selling is selling. I could sell refrigerators or airplanes. (I like selling Google Places and SEO, etc.) But selling doesn't change because the product changes. Selling is selling is selling. Here's the deal. (Time to start taking notes.) People don't want to be sold to! People are also hyper aware of being sold. And, when you approach them trying to sell them something, they get like porcupines...their quills go up. This is due to a bunch of reasons that aren't important, here. Just know that if you come across as a slick salesperson, you'll meet a lot of resistance. Okay, so that's point # 1. The 2nd point I want to make is this... People are only interested in themselves. I don't care who you're talking about from Donald Trump to Mother Theresa. People are only interested in themselves. (Interestingly, when asked why she did what she did for the poor of Calcutta, Mother Theresa said...(almost a direct quote)...I didn't do it for them...(the poor)...I did it for Him...(God). Just like I said. People are only Copyright � 2012, Lee Cole, All Rights Reserved interested in themselves!) Okay so that's point #2. The third point that I want to make (and I'll tie this all together shortly), is there are two distinct phases to any sale...Prospecting...and Selling. Most folks get these two mixed up, which is why they get so stressed out doing stuff like cold calling. So, let's look at these three points. 1. People don't like to be sold to 2. People are only interested in themselves 3. Amateur salespeople mix up prospecting with selling. Now, here's where I'm going with this. Let's take the first item...people don't like to be sold to. Well, if that's true...and it is, then here's what you as a professional salesperson needs to do about this. Quit Selling ! Now, by quit selling, I don't mean get out of business. I mean quit sounding like a huckster. Quit sounding pushy. Quit thinking that you have to convince. Copyright � 2012, Lee Cole, All Rights Reserved Quit pushing your product and/or yourself. People can see through that a mile away. What you do instead is... You quit making statements...you start asking questions. Then shut up and wait for the answer. So, if you were selling Google Places, here's the deal. Instead of this... Did you know that a higher Google Places ranking can result in massively more eyeballs seeing your listing? With that you're going to make a ton more money! Blah, Blah, Blah, Blah... Do this... 1. What type of advertising are you doing? 2. Are you doing anything with the Internet? 3. How's that working? 4. How's your Google Places listing working for you? You ask questions. They talk. You listen. You find out what's of interest to them. Copyright � 2012, Lee Cole, All Rights Reserved You position your product as the answer to their problem. You close for the sale...easily. Okay, next item...people are only interested in themselves. Here's what you don't do... We backlink your web page with up to 12,000 backlinks every single month. These are a mixture of high to low PR backlinks. They come from various types of web 2.0 properties so Google's going to love it! Here's what you do say... I'm going to get you a lot more business through your website. I'm going to make your phone ring! The problem with the first example is you're talking about how you're going to make stuff happen. How has to do with you and your product or service. In marketing jargon we call these things features. In the second example, you're talking about what your service will do for the buyer. Again, in marketing jargon, these are called benefits. Always talk in terms of benefits. Only use features when someone asks you how the benefit will be delivered. So, in a way, features prove benefits. Copyright � 2012, Lee Cole, All Rights Reserved And, finally, the third item. Amateurs mix up prospecting with selling. Prospecting is defined as sorting through possible leads to find people who are ready willing and able to buy. Selling is defined as getting those real leads you found while prospecting to buy. When people mail stuff out, they're prospecting. When you pick up the phone and call a business for the first time, you're prospecting. When a business owner calls you and asked for more specific information like time frame and price, you're selling. Capiche? Learn to distinguish between these two and you'll end up selling more with less stress. Copyright � 2012, Lee Cole, All Rights Reserved How the Pros Sell Google Places Okay, we've talked about a lot of foundational stuff. We're now ready for me to map out a process you can use to sell lots of Google Places services to businesses...all day, every day! This works in two phases...guess what they are? Right! Prospecting and Selling. Prospecting for Leads The first thing we needs is a bunch of businesses who are really interested in help with their Google Places listing. We're going to find these by prospecting. The results of our prospecting will be a list of possibles. In marketing jargon, these are called leads. You prospect for leads. You sell to leads. You can do this in a bunch of different ways. Direct mail, post cards, email, etc. for the phone phobic. But since we're mature, and since like the guy in my Skype group we like having more business more than we dislike actually picking up the phone and calling people, I'm going to outline a killer way for you to prospect for leads. Copyright � 2012, Lee Cole, All Rights Reserved It's in steps. 1. Go to SuperPages. 2. Scroll down to the bottom Copyright � 2012, Lee Cole, All Rights Reserved 3. Click on Popular Categories 4. Choose a business type that would benefit from a Google Places listing. Next 5. Go to biggestuscities.com 6. Scroll down some and choose a moderately sized city. Copyright � 2012, Lee Cole, All Rights Reserved 7. Combine the two, business type and city. 8. Go to Google's Keyword Tool 9. Find out how this business/city combination gets the most Exact searches. 10. Google that search. So, I'm using hair salons in Mesa, Arizona. And, my main keyword phrase is hair salons in mesa az . Here's the Google Places listings on the first page. Copyright � 2012, Lee Cole, All Rights Reserved The top 3 businesses are right where they need to be. Remember the heatmap? Spots 4 7, or in our case, D G. Are the ones to approach. They're missing a ton of business by not being at the top! Copyright � 2012, Lee Cole, All Rights Reserved Also for this search there are about 4 more on page 2 of the GP results. Those, my friend, are the ones you need to prospect. Here's how to do it. You're going to need a giveaway. I use this PLR material from a WSO I bought recently. You use what you want. But, in any case, you need a report to give people. Next, you do the following. You start with the business in the D slot and call them. And you call every business below them. Here's what you say.... Them: Hello Divine Hair Design You: Hi, May I speak with the office manager? Them: Hi this is the office manager... You: (no matter who you're speaking to next): Hi! My name is Lee Cole. I was looking for your business online, and noticed that your listing on Google is pretty far down the list. Not trying to sell you anything at all. But I am a business consultant, and I wondered if I might send you some free information you can use to correct that situation. You can get your web guy Copyright � 2012, Lee Cole, All Rights Reserved or gal to do this for you. {At this point, they'll be very confused...all you want out of this call is the name, address, and number of someone to send their free info to.} Them: Well, okay.... You: Great! And just so you know, I'm really not trying to sell you something. I just thought this might help your business. Still You: Who should I send that to? How do you spell that? What's your email address? Still You: Fabulous! We'll shoot out to you pronto. HANG UP THE PHONE! MAKE ANOTHER CALL! Remember prospecting and selling. You're prospecting...not selling! Don't confuse the two. All you're trying to do is to build a list of leads. So, from the search above, you'll probably have 1 or 2 that will let you send them the report. Most won't. Why the sad face? Copyright � 2012, Lee Cole, All Rights Reserved This is great news! I just saved you from having to spend a lot of time talking to losers who will never buy from you! It's kind of like you're a preacher, and I just told you how to build a congregation. Do, 5 of these per day, and you'll end up with a list of maybe 10 prospects. Put them on a spreadsheet. I Lied! HeHe! Okay, small confession. There are three stages to selling stuff, not two. I said there was prospecting and then selling. Actually there's a short middle phase where you move leads from the prospect pile to the time to sell pile. Here's how you do this. It's got lots of names. Some as PC as nurture marketing . I prefer to just call it follow up. So, you have a lead, and you've emailed them a report. I make a report that's personalized to the business. You can do that or just mail them something generic using PLR. Copyright � 2012, Lee Cole, All Rights Reserved So, after you mail them a report, you need to let them sit a few days, then call them back. At this point, you have the name and number of someone to call. Otherwise they weren't a lead. So, you call back and ask if they got the report. Did they like it? Understand it? Have any questions? Etc. Also, now's the time to start asking those questions I was talking about earlier. You would do that like this... You: Mind if I ask you a couple of questions about your marketing? Them: Sure You: What's actually working for you as far as marketing and advertising? {Shut up!} You: Does the Internet figure into any of that? {Shut up!} You: What's not working for you? {Shut up! And, listen for their pain!} You: So basically, the problem you want to solve is..., right? Copyright � 2012, Lee Cole, All Rights Reserved Them: Right... At that point you've moved from Prospecting to Selling. And, it's time to close the deal, and make some money. You: Well, actually the original reason I called you was your Google Places listing. And, getting that ranked higher, plus a few other things we can talk about will go a long way toward solving what you just mentioned. {Explain why...you can talk about features, here, but only a little.} Here's the deal. Right now, I'm offering new clients two services for the price of one. Normally, I charge extra for both Google Places and ranking videos (or whatever else you want to sell). But, I want to keep my team busy, so I've been running a special. Google Places set up is normally $797 and the set up for 5 videos is the same. But, right now I'm doing both for $797. This will buy you a state of the art Google Places listing, plus ranking 5 videos on page 1 for searches that are going to make your phone ring. Is this something you think you might be interested in? To finish the close, all you need to do is to tell them how you want to be paid. Copyright � 2012, Lee Cole, All Rights Reserved Conclusion I hope you've enjoyed this. More than that, I hope you'll put it into action! If you have any questions, comments, just shoot me an email to wso@leecoleonline.com . If, for some crazy reason you need to, here's my office number 404-923- 0650. Have a great day! Lee Copyright � 2012, Lee Cole, All Rights Reserved

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