{"id":23456,"date":"2024-02-14T13:05:34","date_gmt":"2024-02-14T07:35:34","guid":{"rendered":"https:\/\/www.karooya.com\/blog\/?p=23456"},"modified":"2024-02-14T13:05:35","modified_gmt":"2024-02-14T07:35:35","slug":"ppcchat-vetting-potential-clients","status":"publish","type":"post","link":"https:\/\/www.karooya.com\/blog\/ppcchat-vetting-potential-clients\/","title":{"rendered":"PPCChat | Vetting Potential Clients | 13th February 2024"},"content":{"rendered":"\n

Host Julie F Bacchini <\/a>continued the client theme from last week. While the previous PPCChat session centred on terminating client relationships, the focus this week shifted to how professionals strive to align themselves with favourable clients. The conversation explored identifying red flags when engaging with potential clients, recognizing deal breakers, and more.<\/p>\n\n\n\n\n\n\n\n

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Q1: Do you have a process for vetting potential clients?<\/strong><\/h4>\n\n\n\n
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As the client, nope. @MichealGumbert<\/a><\/p>\n\n\n\n

I absolutely do! I am interviewing a prospect just as much, to see if I want to work with them. And if I am the right provider for their needs. @NeptuneMoon<\/a><\/p>\n\n\n\n

We have an ideal customers avatar, as in the type of business that we want to work with.That gives us a pass if we get approached by a business we don\u2019t want to work with (startups being one type of business it\u2019s a hard pass on) @jimbanks<\/a><\/p>\n\n\n\n

But we do have a process when working within internal partners within our company when they want to do advertising with our team. @MichealGumbert<\/a><\/p>\n\n\n\n

Always start with a get-to-know-you call. Make sure to understand the business, what they have been doing, what works, what doesn’t, WHY they are looking for help, how solid is conversion tracking, etc.Also trying to assess personality fit; does my style fit their style. @robert_brady<\/a><\/p>\n\n\n\n

I do. It\u2019s not formal but I\u2019ve got the kind of client I like to do business with. Outside those parameters I pass. @Pete_Bowen<\/a><\/p>\n\n\n\n

A formal process? No. But I do a vibe-check call to see if I feel good about working with them and what potential flags I see. I also think it’s important to see if what the person contacted you for is what they need for their problem, and I’ve had a lot of calls where I can say “no, you don’t need a $5000 solution, you need a $500 solution” @ferkungamaboobo<\/a><\/p>\n\n\n\n

Have an onboarding questionnaire with approx. 15 questions. Vibe check on a call. I also make a note of how they speak about their previous agency & how often they change their marketing partners. @alimehdimukadam<\/a><\/p>\n\n\n\n

Love what @jimbanks<\/a> had to say. Knowing who you work well with helps you say no. I’ve had clients trying to persuade me to take them on but I know it won’t be a good fit. Nice to have those criteria to fall back on. @robert_brady<\/a><\/p>\n\n\n\n

We do, yes. Typically involves the following: @DigitalSamIAm<\/a><\/p>\n\n\n\n

  1. ICP validation –> do they fit our ICP, have an appropriate budget? Are we conflicted out?<\/li>
  2. Initial Discovery call -> 30 minute call to discuss goals, needs, scope, etc.<\/li>
  3. Proposal Decision -> based on (1) + (2) are we comfortable moving forward to proposal?<\/li>
  4. Validation + Ad Account Review –> based on what we’ve learned in the discovery call, we ask for access to ad accounts to validate what they’ve shared and understand what’s going on. If this doesn’t align w\/ what we were told, we’re out.<\/li>
  5. Proposal Submission + Follow-Up -> pretty obvious<\/li>
  6. Detailed Discovery + Scope Review Call -> We go through the scope, their needs + introduce them to the team that would be working on the account.<\/li>
  7. Final SoW –> based on (5), we refine the SoW. If there are any red flags, we decline to move forward.<\/li>
  8. Contracting<\/li><\/ol>\n\n\n\n

    I have a personal questionnaire, and I’ve been working on a future client-facing version, too.Budget is also important for a number of reasons. Perhaps most critical is, many brands are detached from the real costs of advertising and marketing services. They have an idea of what something is “worth” or “should cost,” so it’s important to tease that out early.Good clients value your time. We don’t haggle with a car mechanic or grocery store over the price of labor or commodities. So too should you be able to strike a deal with a prospective client. @teabeeshell<\/a><\/p>\n\n\n\n

    One of my 2024 goals is to articulate & write like @DigitalSamIAm<\/a> @alimehdimukadam<\/a><\/p>\n\n\n\n

    We have a call with the client to get a feel for them as much as they’re trying to do the same with us but we don’t have a formal process which is something I’d like to implement one day. @adwordsgirl<\/a><\/p>\n\n\n\n

    We don’t have a formal process, as much as a conversation, vibe check, and then everyone agreeing to our proposal and SOW. @revaminkoff<\/a><\/p>\n\n\n\n

    I was lax with my process recently and swiftly reminded why I had it in place! @NeptuneMoon<\/a><\/p>\n\n\n\n

    We have potential clients fill out our in-take form. Those who don\u2019t want to do it are a hard pass for us. Stage one of our vetting process helps weed out tire kickers. Then we interview and do our vibe check call. @duanebrown<\/a><\/p>\n\n\n\n

    I use a little of general questions and then just getting on a zoom\/call is so important to feel out the nuances and personalities. I glean a LOT from those discussions to make the final decisions. @MarkSubel<\/a><\/p>\n\n\n\n

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    Q2: Do you have specific questions you ask potential clients when talking about working together? If so, do you do it via intake form, discovery call, etc.? What do you always ask about?<\/strong><\/h4>\n\n\n\n
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    So, because like I said this I am working with internal partners it is less about determining if we will end working with the partner. It is more about trying to determine what they want and what they are trying to do as a business unit. All that to say we usually have an informational call between my team and the partner. @MichealGumbert<\/a><\/p>\n\n\n\n

    Always want to understand the full story about why they are looking for new PPC help. @robert_brady<\/a><\/p>\n\n\n\n

    Before agreeing to work with a client I want to know: @NeptuneMoon<\/a><\/p>\n\n\n\n

    1. Why are they seeking a new PPC provider?<\/li>
    2. What is the scope of what they have been doing?<\/li>
    3. What is their budget, both for ad spend and management?<\/li>
    4. How have they been tracking \u201csuccess\u201d and what does success mean to them?<\/li>
    5. What are their goals for their PPC going forward?<\/li>
    6. What is their internal structure? Who will my contact point me? (I will only work with a client who will designate a single decision maker)<\/li><\/ol>\n\n\n\n

      3 years ago we set up our intake form and it was a gamer changer. Sometimes there will be more questions based on what they say but the in-take form is my go to, to understand the business. @duanebrown<\/a><\/p>\n\n\n\n

      I don\u2019t have questions written down but I\u2019m trying to find out what the chances of Google Ads being successful for them is. Some broad areas include:-<\/p>\n\n\n\n