Over the last six years, I've been fortunate enough to be part of a number of successful SEO sales pitches to a wide variety of companies, from startups to the Fortune 100. And I've also been part of a few that weren't so successful.
When I analyze all the pitches, three common elements become apparent as the keys to successfully selling SEO services. Keep in mind the following three things to help you win new SEO business.
1. Keep it Simple
When selling SEO services, it’s important to remember that most of the time you aren't talking to an SEO geek like yourself. You’re talking to a digital marketer who knows just enough SEO to be dangerous, but not usually enough to follow along with your rant about canonical tags and PageRank sculpting.
While you certainly want to let people know that you’re qualified to handle the job, you don't want to confuse your audience and alienate them by talking over their heads.
Explain your process at a high level. Talk about the opportunities that you have identified for their site. Then speak a little about the success that you’ve had in the past for similar clients.
2. Have a Plan
Always do your research for a prospective client's site and identify which opportunities will be the most impactful before pitching SEO services.
It's kind of like going to Midas to get your car looked at. They check out your car, figure out what's wrong with it, and then tell you how much it will cost to fix it.
You don't want to give away solutions in your pitch, obviously, but you should be able to point out to your prospective client where they are currently falling short in their SEO efforts and a general plan on how you will approach fixing it. This allows your prospective client to understand the opportunity on the table and it gives them confidence that you’re the person (or agency) most capable of fixing their problem.
3. Be Passionate About What You Do
Being passionate about SEO is easy for me because I love what I do. And so do many of the folks reading this article.
Make sure your passion and enthusiasm are evident to your prospective client in the way you talk, the way you carry yourself, and the energy in your presentation.
While there is a balance between passion and professionalism, you want to be sure to convey how excited you are to work with the prospective client. It goes a long way in making someone feel confident that they’ve hired the right person for the job.
Meet Your Favorite Search Engine Watch Contributors
Many of SEW's leading expert contributors will be at ClickZ Live, the new online and digital marketing event kicking off in New York (March 31-April 3). Hear from the likes of: Thom Craver, Josh Braaten, Lisa Barone, Simon Heseltine, Josh McCoy, Lisa Raehsler, Greg Jarboe, Dan Cristo, Joseph Kerschbaum, John Gagnon, Eric Enge and more!