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You are nearing the end of a successful meeting with a client, when they tell you, “this all sounds really great, but I do not have the budget for Google Search right now.” What should you do next?

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Answer

  • Explain the return on investment that the client can expect and explain why they should make room in the budget.
  • Find out if the client has someone that they report to who may be able to approve the investment in display.
  • Empathise and ask the client to tell you more about their concern.
  • Ask the client if their long-term success is worth making room in the budget.

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What is the main purpose of summarising the conversation with the client at the end of a meeting?

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Answer

  • It gives the client an opportunity to change their mind about buying from you, so it should only be done if absolutely necessary.
  • It makes the client feel that they are being listened to and the solution provided is customised for them.
  • It buys you extra time to decide how to close the sale.
  • It makes the client feel that they are important and guarantees that they will buy what you are selling.

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Thinking about the desired outcome before the meeting will:

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Answer

  • be helpful, only if it will not increase the length of your meeting beyond what is necessary.
  • not be helpful and will cause you to overthink the meeting.
  • be helpful, because it will allow you to focus on how to maximise success.
  • be a waste of time, and you are already very busy.

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Which of the following is a benefit of doing pre-call planning before pitching online advertising solutions to a client?

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Answer

  • Preparation is only important if you have multi-person meeting with the client and want to avoid confusion about each person’s role in the meeting.
  • Preparation is not critical if you have enough experience.
  • To guarantee that the client will make a decision by the end of the meeting.
  • To prepare for potential objections that the client may have.

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Which of the following is a benefit of advertising online with Google Ads?

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Answer

  • Advertisers can choose how much they spend and only pay when someone clicks their ad.
  • Advertisers can pay to always show their ad above the organic search results.
  • Advertisers pay the same amount every time that someone clicks their ad.
  • Advertisers can choose how many times their ad should be shown during the day.

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Why is it important to understand the expectations that a client has of you?

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Answer

  • It will help you to better understand how your client wants to be served so that you can provide a great experience.
  • It is only important if you think that the client may have false assumptions about how the campaign will work.
  • To give you the opportunity to tell the client if they are being unreasonable in their requests, so that you can help them to achieve their goals.
  • It is important so that you can persuade the client into spending more money.

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A positioning statement is a quick, 90-second explanation of the type of clients that you work with, the challenges they face, and how they can benefit from working with you. When is it appropriate to use a positioning statement?

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Answer

  • When the client is not very clear in their responses to your questions and needs more help understanding your role.
  • When the client does not seem interested in Google Ads.
  • When the client has a very large budget and needs especially good treatment to ensure that they buy Google Ads.
  • When you want the client to see you as a credible resource with solutions that can help them to reach their business objectives.

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A good guideline for asking your client questions to help you to understand their marketing needs and how you may be able to help them is:

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Answer

  • uncover the client’s pain points so that you can use them against the client later.
  • ask “yes” or “no” questions to show credibility and avoid confusing the client.
  • ask questions about the client’s current situation, desired situation and expectations.
  • ask questions only if you did not gather enough information from your pre-call planning.

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