One common problem that a lot of SEO agencies and consultants run into is converting leads into clients. We’ve covered much training on the way to acquire leads.
Whether that’s running media buying campaigns, Facebook ads, or lumpy mail. There’s an infinite number of ways to get leads for your business.
But leads aren’t enough.
You need clients, and that’s where most SEOs fail.
They are good at ranking. Good at marketing. But they suck at selling.
I’m not a sales expert myself. I’m constantly practicing to enhance my skills.
But I even have found a way to close high-end clients without physically meeting them, and repeated it on several occasions.
If you’re anything like me once I started, you’ve got problems convincing prospects you’re an expert. you’ll have awkward silences on the phone.
The client has trust issues and needs testimonials and examples. And you can’t manage to shut it.
In this training, I’d wish to walk you through my process for selling and shutting leads, which completely changed my business.
When chatting with friends that also run very successful businesses, we noticed that we were employing a very similar process after testing and refining it individually. Which shows how effective this is often.
- answer the leads
If they need reached you, this is often the simplest stage.
If you’re cold-emailing though, it is often a touch harder. you would like to gauge how good of a leads they’ll be.
This may be confusing because it’s like they’re showing buyer intent, which in a way they’re, but this leads is bad. After all, they’re presumably getting to be very price-oriented.
No point eliminating a possible prospect here though. Just take care of how you respond. I’d focus more on the worth, and see it as an
- Qualify the leads
In previous training, we mentioned this as a consultation call. It’s an equivalent thing, the thought is to qualify the client and see if you’ll be an honest fit to work together.
You should do that on the phone, there’s absolutely no need to ever meet someone for this, but an email isn’t sufficient.
Your intention on this call is to ascertain if they’re an honest fit for your services, determine their pain points, and shut them off from having a proposal made.
Newer salespeople, including myself, have a nasty habit of missing out on this stage. the matter is though, without qualifying them, you’ve got no idea what they need – so you can’t sell it to them.
Remember people saying, “Do NOT sell SEO”, and instead specialize in results like more clients, longer doing their passions, expanding their team, etc. Well, this is often where you discover what they want.
A situation question is meant to urge facts about the prospect and their business. These are important because you’ll need facts for creating your proposal, but attempt to use as few of those as possible.
Here are a couple of examples of fact-based questions you’ll want to ask:
How long have you ever been looking to figure out with an SEO agency?
Just an estimate, what proportion is a mean client worth to you during their customer lifetime?
Which areas does one cover?
These are questions designed to probe a drag or difficulty your prospect has.
The first example question we used “How long have you ever been looking to figure with an SEO agency?”, can potentially be a drag question, for instance, if they responded by saying…
“About 2 months now, we were working with an SEO agency before but it didn’t compute, so we’ve been checking out a replacement one”
Now your question is simple…
“Why does one think that was the case?”
Here are a couple of more samples of problem questions you’ll ask:
What made you opt to succeed in bent us? (May got to dig deeper to urge into the problems)
What’s preventing you from expanding into the X area?
preventing you from hiring someone for the Y position? What’s preventing you from reaching your revenue goal of Z?
Why does one feel you aren’t receiving enough inquiries from your website now?
Once you understand the issues, you’ll use implication inquiries to cover the implications of those problems.
Here are a couple of examples you’ll ask for:
Would you say being on the third page and having a poorly setup website is losing you a great many customers to your competitors?
What are you abandoning by putting time into X, once you could hire someone to try to do that?
Notice how we are using the pain to dig further and determine what’s happening as a result of that pain.
Here is another example: we all know they need the pain of not having the ability to expand into a replacement area, next we would like to seek out what are the implications of that, maybe they won’t be ready to grow the revenue enough to sell it and retire.
These questions specialize in the requirements of your prospect. we would like to understand what they feel they have, then alongside their pains, we will sell it to them.
Here are some example questions you’ll ask:
If we were talking here 12 months from now, what would you wish to possess from working together?
Just by being top, does one thing which will convince your prospects you’re the higher company to deal with?
Could a more high-end-looking website attract higher-paying clients for you, instead of price-oriented ones?
What would 15 new qualified leads per week do for your business?
- Close on the proposal
“Well John, support everything you’ve said, this seems like the right fit for you.
What we’ll do next is put together a proposal for you to elucidate exactly what you’ll do to realize your objectives, then we will walk through it on a call next week
Which day works best for you?”
This is the simplest close you’ll get to try to do. Nobody has ever turned me down at this stage. If people have an interest enough to urge on the phone and undergo the qualification stage, they’re a minimum curious enough to ascertain what you plan.
With that said, I even have turned people down at this stage. If we undergo the qualification call and I decide they aren’t an ideal fit to work with us,
I simply allow them to know this is often the case, and that we end it there with no stalling.
- Follow up
Don’t wait until the proposal day to talk to them again. Immediately then consultation/qualification call, send them a fast email to reconfirm the small print and thank them for their time.
The more contact they need with you the higher. You don’t want any shows.
- Deliver the proposal life
It’s an enormous mistake to send your proposal over an email and then sit, wait, and hope they revisit you. which will work, but it drastically reduces your chances.
To get the foremost out of your proposal, you would like to steer them through it
Your proposal must walk them through what you’ll be doing for them. Don’t be vague, or give them an enormous list sort of a pricing table. even have a step-by-step walkthrough of what your service and strategy involves.
I recommend using Keynote or Powerpoint for this.
There is no got to worry about your strategies being a grey hat. an honest prospect will haven’t any idea what’s Google-approved or not. If they are doing it, it’s probably a symbol they’ll be a pain to figure with.
I even explain the entire process of shopping for expired domains that have trust and authority and using them to create links to the client’s website.
Make sure to relate it to them, and explain how it’ll apply to them only. Generic training and advice will only bore them.
Keep them engaged throughout the presentation, ask them if they understand something, if they’ve heard of it before, etc. you would like them to be listening.
It takes me about 40-50 minutes to deliver a proposal.
This part is the selling. You’re building value with the prospect, establishing credibility and expertise, and gaining their trust as a result of both of those.
Trust me, after the proposal, outside of most ideas, your prospects will forget most of what you do. And that’s fine, the rationale we do it’s to sell, we don’t want them to try to do it themselves.
Once they’re sold on you, your company, and therefore the service, you’ll advance and…
- Close the deal
So,You need to ask them for the sale. People often wussy out at this stage. They qualify them, sell to them, but can’t manage to invite the sale.
Asking for the sale is often as simple as saying, “Have you seen enough information to form a decision?”.
Remember one thing though…
Most people aren’t getting to say yes to the primary attempt at closing them.
Take the above question as an example, you’ll find someone will say something like…
“Yes, that was great thanks, I just got to believe it now”
At which point, it’s easy to panic and say:
“Okay great, well I’ll allow you to believe it…
Or you can continue the conversation and check out to shut again later…
“Ok, that’s fair enough. But does one just like the idea we’ve covered?”
And remember to mention the notes from the qualification call, for example:
“John, does one believe me that this strategy is going to urge you to get the 15 additional leads per week you’re looking for?”
Now it’s important to specialize in the items mentioned during the qualification call. you recognize their pain points,
the implications of these pain points, and what they’re looking to realize – don’t sell them SEO, sell them the solutions to those things.
So,Walking them through the strategy within the proposal is to make you stand out from your competitors, and position you as an expert that knows what you’re doing. It doesn’t matter how well they know it, they only got to have a rough idea of what you are doing. But that isn’t how you shut them, that’s one of the large differences between selling and shutting.
If you’re anything like me, the closing part makes you feel uncomfortable.
But remember this…
If you don’t manage to shut this client, they’re likely to shop from some awful agency that uses blog comments, article directories, and 80% exact match anchor text to rank – simply because of their skills to shut.
You’re likely one of the simplest SEOs they’ll find (since you’re a reader here!), so you’re doing them a disservice by not closing them.
This is why I often say you don’t get to be good at SEO, or have any experience, to create a workplace.
I don’t mean this in an unethical way, you ought to always strive to deliver absolutely the best results for your clients.
If anything, it’ll make your business far more lucrative. But you don’t get to be an actual SEO expert until you’ve got the client.