selling seo the right way
DESCRIPTION
This fourth installment of the Boost Your Business Webinar Series provides pointers on how you can sell SEO effectively to your clients. Bernard and Will share SEOReseller's practices, the common challenges, and the do's and don'ts when selling SEO. Get a full recap of the webinar here: https://goo.gl/EpPwh3 The presentation deck is available under the Resource Center: https://goo.gl/g2ZqSTTRANSCRIPT
In 18 years Bernard has started 4 companies, taken 3 web-based companies to multi-million dollar status, launched over 300 websites, and has managed over a thousand marketing campaigns.
William has dedicated his 8 years as a web professional to growing online businesses. As lead of Business Development, he’s helped 24 of our top partners reach 6-digit monthly revenues.
TOLL-FREE 1-800-250-6106 | US (415) 625-9700 UK (44) 203-769-7710 | AU (02) 8484-1116
Selling SEO The Right Way
Meet Our Panelists
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[email protected]/bernardsanjuaniii
[email protected]/william-kramer-244bb0106
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What’s Next:Coming Soon
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What Happened During the Previous BYB Webinar
In the previous webinar, we shared some insights and tips on how to retain your clients and foster loyalty to your business.
● Know Your Baseline● Set Goals● Highlight Success● Add More Value to Clients● Never Stop Looking For Ways To Drive More
Business
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What’s Next:Coming Soon
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Coming Soon
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Reputation SuiteA Streamlined Dashboard to Control Your Client’s Online Reputation
✓ Reputation Management✓ Listing Management✓ Reviews Summary✓ Business Locations✓ Feedback
What’s Next:Discussion Overview
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Coming Soon
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Partner Bootcamp Series Launch
The Goal: Expand your knowledge base, work smarter, and provide enhanced service delivery.
Gain expert insights on cutting-edge industry developments and methodologies, and learn how to take full advantage of SEOReseller’s full suite of solutions.
What’s Next:Know Who You Are
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Discussion Overview
Pitching SEO involves wit, confidence, realistic expectations, and strategies to attract prospects and make them stay with your business. In this webinar, we will show you how to go from good to great at selling SEO services.
● Know Who You Are● Determine What You’re Selling● Learn How To Sell Effectively● Most Common Challenges & Objections● Do’s & Don’ts
Q&A Session
Feel free to send your questions in advance using WebEx chat.
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Know Who You Are
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Bjorn, Senior Writer
Feel free to send your questions to our panelists via chat and we’ll answer them during the Q&A portion
Up Next:Define Your Initial Market
What’s Next:Define Your Initial Market | Practical Application
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Define Your Initial Market
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• Knowing who you are helps you define your target market.
Case Study (Local):Powerhouse agency partner in Australia.
✓ Never sold SEO before✓ Decided to position themselves as the local
authority in SEO✓ Studied methodology✓ Have now grown 3 large national brands
Case Study (Industry Niche):Partner in the UK, specialising in Web Design.
✓ Had access to a dentist network✓ No SEO experience✓ Monthly recurring revenue is now at
£ 30 0000 - £40 000
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What’s Next:Define What You Are Capable of Selling
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Define Your Initial Market
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PRACTICAL APPLICATION:
Find a niche that you are familiar with or have history with.
Leverage a powerful rapport building tool: Common Ground
Speak the same language
Examples:• Flooring & Toy Manufacturers• Lawyer
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What’s Next:Define What You Are Capable of Selling | Practical Application
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Define What You Are Capable Of Selling
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Identify scope and limitations of your business. What commodities are you selling?
Only 3 of our partners are selling 3 - 4 of our products - it takes time to build the expertise
Develop your revenue stream, one at a time.
Don’t try to provide everything at the same time.
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What’s Next:What Is Your Differentiator?
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Define What You Are Capable Of Selling
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PRACTICAL APPLICATION:
Example: Business Coach started selling to other business coaches ● Strong initial list of 49 clients● The service didn’t match the need of his clients.
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Example: Partner who over-promised the effects of Social Media● Short term success● Couldn’t maintain the campaign
Sell them a service that they need; you can’t be a good enough salesman to keep selling them a service they don’t need
Sharpest skill in a pitch is to LISTEN
Don’t be ashamed of walking away from a sale you shouldn’t close
NO longevity in using the above strategies
What’s Next:What Is Your Differentiator? | Practical Application
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What Is Your Differentiator?
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Identify what separates you from your competitors.
Cost Effective
Technological Edge
Effectiveness of the Methodology
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Choose one differentiator to become expert at.
Don’t try to leverage all, because when you try to project yourself as a jack of all trades, you’re a master of none. Be a master of one.
What 3 Questions Must Your USP Answer?
● What would make me transact with your business?● What differentiates your product or service from others?● What can you provide that others cannot guarantee?
What’s Next:Determine What You’re Selling
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What Is Your Differentiator?
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PRACTICAL APPLICATION:
Case Study
• Partner using cheaper prices as a differentiator by offering a DIY service
Self service campaigns Unnoticeable expense Uses volume Doesn’t try to sell like a premium provider
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Moral: Doesn’t matter how you differentiate. It matters THAT you differentiate.
Determine What You’re Selling
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Leonie, Research and Development
Feel free to send your questions to our panelists via chat and we’ll answer them during the Q&A portion
Up Next:Understand The SEO Methodology
What’s Next:Understand the SEO Methodology | Practical Application
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Understand The SEO Methodology
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Find out why the methodology is different. Understand what you are selling.
Be The SEO Expert. Explain the SEO methodology; be transparent.
Don’t forget to pitch alternative solutions. Look for areas of opportunities.
Selling SEO The Right Waywith
Ranks 80% of websites for reasonable target terms
Gets 60% of KW's to first page within 6 months or less
Can drive up to x22 ROI per dollar spent
Clients typically stay faithful to the service for over a year
What’s Next:Manage the Experience
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Understand The SEO Methodology
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PRACTICAL APPLICATION:Use the Resource Center to your advantage.
● Pitch deck ○ Leverage the cheerleaders bias of
positive experience
● Methodology Explainer ○ Leverage the authority bias
● Testimonials○ Leverage group-think
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= better chance to close the sale bit.ly/download-partner-resources
What’s Next:Manage the Experience | Practical Application
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Manage the Experience
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Service built to overcome buyer’s remorse.
Frequent touch points on the first 30 days
Strongest milestones in the first 60 days
Regular reporting and less collaborative activity afterwards
Increased frequency in the presence of clear opportunity (pos 4 to 6 KW's)
Set realistic expectations from the start
Don't Offer Guaranteed RankingsDon't be a "yes man"
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What’s Next:Understand The Technology
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Manage the Experience
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What’s Next:Understand The Technology | Practical Application
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Understand The Technology
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Dashboard capabilities View work in real time Check rankings daily See traffic reports daily Client dashboard view
Talk to your potential clients at their level of understanding.
Don’t assume your potential clients know the benefits of using your technology.
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Coming Soon: Reputation Suite Where your clients
are published online See reviews of your site, business
What’s Next:Learn How to Sell Effectively
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Understand The Technology
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PRACTICAL APPLICATION:
• Partner in the mid-west.• Partner had a client who
had a horrible morning.
Impact of real time reporting
Moral:
Dashboard = Scoreboard
Learn How to Sell Effectively
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Avi, Web & UI Designer
Feel free to send your questions to our panelists via chat and we’ll answer them during the Q&A portion
Up Next:Differentiate Commodity vs. Product
What’s Next:Differentiate Commodity vs. Product | Practical Application
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Differentiate Commodity vs. Product
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Commodity = ServiceWhat is your product? Define your
commodity and product and make sure your sales team knows it by heart.
Don't Sell a Product, Sell A Solution
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Experience Convenience - One Stop Shop Premium Experience Plug & Play Experience
Performance Driven
Traffic Results Rankings ROI
What’s Next:Acing The Pitch
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Differentiate Commodity vs. Product
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PRACTICAL APPLICATION:
Case StudyPartner selling results as his product
Offers a Premium Experience
Nothing below $700 wholesale Nothing under $2000 retail No less than a 6 months contract Free month, if no results (they are selling results)
Selling SEO The Right Waywith
• This partner knows the methodology; they trust in the methodology
• Guarantees the increase in traffic ONLY IF the site owner will give them free reign on the website.
• Allows them to close the sale with a certain security; without the feeling of buyer’s remorse.
What’s Next:Acing The Pitch | Practical Application
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Acing The Pitch
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Arrange a pre-planning meeting● Ask your project manager for advice
Arm yourself for the pitch● Pitch Deck● Proposal● Audit Report
Pre-intake assessment● Output can be included in your presentation● Cover basic areas to improve
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What’s Next:Do’s and Don’ts Summary
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Most Common Challenges & Objections During The Pitch
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When potential clients want immediate results SEO is momentum driven, recommend SEM as an additional service which gives fast results ULTIMATE GOAL IS FREE TRAFFIC
When they lack knowledge on how SEO works Give them brandable resources that outline the methodology - added value Prep: Know your stats on the industry / competitors
When they think SEO costs too much 93% of buying experiences begin with search = lost opportunity costs for the client Potential customers want to know who you are
When clients worked with a previous agency that they’re unhappy with “No, none of my clients have been penalized” “Yes - and here’s what we did to recover them at our expense” “We have worked with clients that had penalties from previous providers, but we have a 100% batting
average in cleaning it up”
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What’s Next:Q&A Session
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Do’s and Don’ts
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Do: Develop your revenue stream, one at a time.Don’t: Try to provide everything at the same time.
Do: Choose one differentiator to become expert at.Don’t: Try to leverage all, because when you try to
project yourself as a jack of all trades, you’re a master of none. Be a master of one.
Do: Be The SEO Expert.Explain the SEO methodology, be transparent.Don’t: Forget to pitch alternative solutions. Look for
areas of opportunities.
Selling SEO The Right Waywith
Do: Set realistic expectations from the startDon’t: Offer Guaranteed RankingsDon't be a "yes man"
Do: Talk to your potential clients at their level of understanding.Don’t: Assume your clients know the benefits of using your technology.
Do: Define your commodity and product and make sure your sales team knows it by heart.Don’t: Sell a Product, Sell A Solution
What’s Next:Q&A Session
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For Our Partners
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Organic SEO Pitch Kit: Organic SEO Pitch Deck Organic SEO Methodology Explainer Organic SEO Flier Audit Report Guide SEO Catalog SEO Sales Guide
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Schedule a Callbit.ly/getsked
Feel free to call us at any time for questions.
TOLL-FREE 1-800-250-6106 AUS (02) 8484-1116US (415) 625-9700
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Q&A Session
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