Download - Selling SEO the Right Way

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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[email protected]/bernardsanjuaniii

[email protected]/william-kramer-244bb0106

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http://bit.ly/getsked


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

bit.ly/getskedSelling SEO The Right Way

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What’s Next:Coming Soon

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Coming Soon


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Reputation SuiteA Streamlined Dashboard to Control Your Client’s Online Reputation

✓ Reputation Management✓ Listing Management✓ Reviews Summary✓ Business Locations✓ Feedback



What’s Next:Discussion Overview

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Coming Soon


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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.



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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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


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

Selling SEO The Right Waywith



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




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.




What’s Next:What Is Your Differentiator?

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Define What You Are Capable Of Selling

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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.


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



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


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?



What’s Next:Determine What You’re Selling

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What Is Your Differentiator?

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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


Moral: Doesn’t matter how you differentiate. It matters THAT you differentiate.



Determine What You’re Selling

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Leonie, Research and Development


Up Next:Understand The SEO Methodology


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.


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



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


= better chance to close the sale bit.ly/download-partner-resources



http://bit.ly/download-partner-resources

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 RankingsDon't be a "yes man"




What’s Next:Understand The Technology

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Manage the Experience


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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.


Coming Soon: Reputation Suite Where your clients

are published online See reviews of your site, business



What’s Next:Learn How to Sell Effectively

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Understand The Technology


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• Partner in the mid-west.• Partner had a client who

had a horrible morning.

Impact of real time reporting

Moral:

Dashboard = Scoreboard



Learn How to Sell Effectively

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Avi, Web & UI Designer


Up Next:Differentiate Commodity vs. Product


What’s Next:Differentiate Commodity vs. Product | Practical Application

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Differentiate Commodity vs. Product

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Commodity = ServiceWhat 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


Experience Convenience - One Stop Shop Premium Experience Plug & Play Experience

Performance Driven

Traffic Results Rankings ROI



What’s Next:Acing The Pitch

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Differentiate Commodity vs. Product

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Case StudyPartner 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)


• 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.



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




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”




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.


Do: Set realistic expectations from the startDon’t: Offer Guaranteed RankingsDon'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



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




Schedule a Callbit.ly/getsked

Feel free to call us at any time for questions.

TOLL-FREE 1-800-250-6106 AUS (02) 8484-1116US (415) 625-9700

[email protected]

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Q&A Session


