How to convince clients to increase their promotion budget? Here are 3 proven and effective methods!

Still looking for ways to increase your client's promotion budget? Doing this requires selling the client the idea that your proposal is the best way to advance their bidding program, but in order to execute it, they will have to provide more budget.

One of the most successful strategies for our team that manages bidding accounts is something we call “organic growth,” which we define as generating additional revenue through existing customer relationships .

Clients purchase our services because they want to gain more benefits from search engine marketing and they want sustained growth in business volume, revenue and profits. This article will discuss methods that bidding account managers can use to convince clients to invest more budget in their bidding accounts, and these methods can be used regardless of the context (such as agencies, consultants or in-house).

Executing a great strategy is the cornerstone of any bidding program. Without a plan in place, it’s almost impossible to convince clients that investing more budget into promotional accounts is a wise decision.

They will ask why the additional investment should be made? What will this additional budget be used for? What would the ideal effect be? (These are all things that should be reflected in your proposal.)

Building a big picture plan, rather than just focusing on the account itself, will build trust in your customers, which is the first step in any sale. If the client doesn't trust your proposal—or worse, doubts that you even have one—then there's no reason to believe you'll be able to secure additional budget investment.

What exactly does the strategy for a bidding project look like? An excellent strategic framework should include the following basic elements:

• A deep understanding of the overall status of the client's business (including performance indicators, competitive scale, and a deep understanding of the client's key goals)

• A guiding principle that can provide direction. Translating this guiding principle into easily understandable core objectives will keep the entire bidding program viable.

• Develop an implementation plan that includes proposals that are directly linked to the guiding principles.

Develop excellent strategic plans. A good strategy will lead to good project performance, which will make it easier for you to ask for more budget.

Showing new ideas to clients is crucial to getting more budget from them. But why does this always matter?

• Bidding projects are actually dynamic and their scale is constantly changing. A strategy or tactic we apply today may be outdated or simply ineffective within a few months. New ideas prevent a project from stagnating and keep it fresh.
• There are now many pay-per-click platforms available to marketers . Social advertising platforms like Facebook, Pinterest or Twitter will bring more possibilities for business growth or even "explosion".
• Explosive growth will create new budget gaps. For a bidding account to grow, it always needs more budget to properly test new ideas and propositions.

How can we successfully sell new ideas to clients? Here are some tips for successfully acquiring a new budget:

• Be clear about the scope of your new idea. Will it only bring minor adjustments to the existing paid ranking projects, or will it require fundamental changes to the existing project plans?
• Tailor-made sales plans for decision makers. Most of the customers (or stakeholders) we come into contact with have actual decision makers behind them. Depending on the size of the new initiative (which is relatively large), our clients may need to bring in their supervisor to sign off on the final decision or approve additional testing budget. Making sure you can address these important decision makers well during your sales pitch will greatly increase your chances of securing additional budget.
• Refine new proposals to focus on what matters most to the customer . The easier it is for the client to understand your new proposal, the budget required to successfully implement the new proposal, and the urgency of taking action now, the greater your chances of closing the deal.

Always try to come up with something new during the negotiation process. Innovation is key to growing your clients’ business and, ultimately, increasing their spend on bidding programs (i.e., revenue for your company). Successfully convincing clients to provide additional budget for new proposals rather than just maintaining existing budget levels injects more flexibility into testing and iteration, which is precisely the key to successful bidding projects.

In any sales process, you must be prepared to face rejection. Even if you have a strong strategy and regularly present innovative new ideas to your clients, there’s still a chance they’ll reject you.

A rejection from a client shouldn’t stop you from pursuing a business, but rather it should keep you engaged in a conversation that can ultimately lead to more budget. Treat customer rejection as an opportunity. Through this opportunity, you can not only improve your sales ability, but also optimize your existing bidding plan.

Here are some ways to help you reduce the number of rejections:

• Educate your audience. In my experience, when a pitch fails, it’s often because the content is missing. As you prepare for your sales pitch, make sure you understand the critical problem your customer is facing and convince them that your proposal will solve it.
• The point of view must be clear and unambiguous. Many sales fail because the presenter does not have a convincing point of view when faced with subjective issues. The best way to make a strong case is to do plenty of background research, take precautions against possible outcomes, and consult with others during preparation to get feedback on your bid and sales techniques. With this information, you will be able to make a strong argument that will allow the decision maker (i.e. the client) to trust you during the conversation and have enough confidence to move the project forward in the way you propose.

The key to reducing customer rejection is to build trust in them.

Being well prepared and confident during your presentation can reduce the number of rejections and ensure that you are able to obtain more budget for the new bidding plan.

The key to growing your bidding account is to sell your clients the idea that your solution is the best way to advance their project and that executing it requires a larger budget. To do this, you need to prepare a strategy, a list of new ideas and strong arguments for expanding your client bidding program.

Being in sales mode (whether it’s selling new optimization solutions, strategies, or platforms) demonstrates to your clients that you’re committed to growing their business, which ultimately translates into more budget, revenue, and profits for your company.

The author of this article @Jeff Bowman is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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