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/HS2CtH
The presentation deck is available under the Resource Center: https://goo.gl/CWeGnw
2. 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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bernard@seoreseller.com
/bernardsanjuaniii
william@seoreseller.com
/william-kramer-244bb0106
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3. 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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Selling SEO The Right Way
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4. What’s Next:
Coming Soon
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Coming Soon
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Selling SEO The Right Way
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Reputation Suite
A Streamlined Dashboard to Control Your
Client’s Online Reputation
✓ Reputation Management
✓ Listing Management
✓ Reviews Summary
✓ Business Locations
✓ Feedback
5. What’s Next:
Discussion Overview
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Coming Soon
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Selling SEO The Right Way
with
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.
6. 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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Selling SEO The Right Way
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7. 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
8. 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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9. 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
Selling SEO The Right Way
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10. 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.
Selling SEO The Right Way
with
11. 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.
Selling SEO The Right Way
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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
12. 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
Selling SEO The Right Way
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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?
13. 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.
14. 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
15. 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 Way
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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
16. 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
17. 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
Rankings
Don't be a "yes
man"
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18. What’s Next:
Understand The Technology
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Manage the Experience
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19. 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.
Selling SEO The Right Way
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Coming Soon: Reputation Suite
Where your clients
are published online
See reviews of your site,
business
20. What’s Next:
Learn How to Sell Effectively
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Understand The Technology
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Selling SEO The Right Way
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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
21. 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
22. What’s Next:
Differentiate Commodity vs. Product | Practical Application
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Differentiate Commodity vs. Product
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Commodity = Service
What 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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with
Experience
Convenience - One Stop Shop
Premium Experience
Plug & Play Experience
Performance Driven
Traffic Results
Rankings
ROI
23. What’s Next:
Acing The Pitch
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Differentiate Commodity vs. Product
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PRACTICAL APPLICATION:
Case Study
Partner 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 Way
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• 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.
24. 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
Selling SEO The Right Way
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25. 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”
Selling SEO The Right Way
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26. 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 Way
with
Do: Set realistic expectations from the start
Don’t: Offer Guaranteed Rankings
Don'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
27. 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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28. Schedule a Call
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Feel free to call us at any time for questions.
TOLL-FREE 1-800-250-6106
AUS (02) 8484-1116
US (415) 625-9700
info@seoreseller.com
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Q&A Session
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