The first thing to know if you’re wondering how to sell SEO is that what is commonly thought of as “selling” won’t work. You’re providing a professional service, not selling a used car or gadgets at a flea market. You’re an expert consultant in a technical industry and your success is directly linked to the success of your clients.
Learn to Explain Without Using “Geek-Speak”
The quickest way to lose a prospective client’s interest is to get so deep in the weeds about web design or another technical aspect that the prospect’s eyes glaze over. In all likelihood, they don’t really care about all of the ins and outs of SEO or they’d be doing it themselves, not looking for someone to hire to do it for them.
- Write down a list of the tasks needed in order to raise their website’s ranking and the strategies that would be employed.
- Describe each individual task in detail.
- Simplify the description until someone with no technical knowledge of SEO will understand it.
- Find that someone with no SEO knowledge and see if they understand your simplified explanations.
People want to feel as though they know what you’ll be doing with their website (which they feel very possessive of), but are primarily interested in how your work will help them. They don’t care about “robots.txt” or “404s,” they care about money in the bank.
Listen to Your Client
The biggest problem that a consultant can encounter is not understanding what the client needs and allowing unrealistic expectations. Listen closely instead of talking nonstop about how you can help them.
First, find out about the business.
- How does the business makes its money?
- What are their current marketing efforts?
- Is their marketing measured by the cost per lead or cost per sale?
Then, ask some SEO questions.
- When was their website last redesigned?
- What are their current conversion rates and what are their goals?
- What value do they put on each lead? This is critical knowledge. Now you can do the math and show them, in dollars, the value of increased traffic.
- Did they ever work with another SEO firm? What happened to end the relationship?
Once the client’s needs and goals are clearly understood, focus on the benefits to be achieved when those goals are accomplished. Always focus on the client’s needs, not on how much you need the contract. Each client has something to teach you.