Don’t Miss The Mark
Congratulations! You’ve just landed your first SEO sales lead! That’s half the battle right there, my friends. Starting the conversation is other half. And while you may have won the battle, you’ve not yet won the war. There is one important thing you need to understand about SEO salespeople: they sometimes miss the mark as far as what motivates their clients to buy.
*Gasp* I know! I feel bad even uttering it. And I don’t say that to disparage salespeople, I say that so this group can begin to better understand what does motivate clients. What clients do care about is their business (duh!) and that SEO nets them ROI.
Explain Your Services
Remember, prospects will NOT be motivated to sign a contract by learning about the lack of keyword density on their website or lack of anchor text diversity. They don’t care about the mumbo jumbo, technobabble; nor do they understand what you’re even saying. They WILL be motivated by understanding how their investment equates with the new exposure they will receive, as well as the amount of money they can expect back from their investment.
Speak Their Language
Asking prospects about things like tag optimization, link sourcing, keywords and the like won’t get their blood pumping. In fact, they may just die from boredom. You have to speak their language. The questions you ask should pertain to the value of reaching consumers and how their business can be enhanced with SEO leads. This will show your understanding of the prospect’s business as well as what it needs to further thrive.
Keep It Simple
Furthermore, when you begin to understand your client’s business—thereby introducing SEO leads in a way that will excite them—you’ve also mastered the concept of KISS. KISS means “Keep it simple, stupid.” When you nix the technobabble, you are inadvertently keeping it simple for your clients. That’s not to say you should NEVER use technical terms. Sometimes, your client may have a question that involves you having to use industry terms. In that case, don’t shy away from flexing your knowledge a bit, but still keep it comprehensible.
Many people approach leads either with the wrong mindset/expectation, or simply lacking the skills/wherewithal to get on the phone with someone who’s willing to listen, and say something that will “WOW” them. What “WOWs” them, you ask?
Take a couple of minutes and look up their business. Try to find out what verticals they are in, what high population/high income cities/suburbs are in their vicinity, etc.
At the end of the day, what truly motivates prospects to buy SEO leads are these three things:
- An understanding of their wants, needs and business overall
- KISS – Keeping it simple, stupid
- Nixing the techno-jargon and industry terms, unless necessary
At this point, you can probably tell that we at Web Leads are not just in the business of selling SEO leads, we’re extremely involved in our clients’ businesses. Not only that, we have first-hand knowledge of what it truly takes to sell SEO leads.