Selling in general is tough, but selling SEO services to local businesses is even tougher. Here’s a brief overview of how to do it.
It seems like it should be an easy sale. Almost every business across the planet needs search engine optimization services, but the problem is that most people don’t understand the degree to which they can literally skyrocket their profits. There’s a couple of reasons for this and I’ll just skim over those so we can jump right into how to sell services to these people.
Reason #1: Business owners feel like all SEO companies are the same.
If you’ve been doing search engine optimization in some degree or another for any length of time. You know that this is completely false. Just think about how much you knew a couple of months into it versus now. Night and day, right? Well, local business owners don’t understand the varying degrees of expertise from one agency to another.
Reason #2: Business owners get spammed every week.
It’s true. If you’ve ever built a site, whether it be part of your private network or otherwise, you’ve undoubtedly gotten people emailing you to rank your website for you. They shoot off cheap prices and promise the world. Most of the time these emails are in broken English. Every business owner who has access to company email has gotten these as well.
How to SELL Your SEO to Local Businesses
With the two biggest reasons listed above on why selling SEO services is tough, all that’s left to do is figure out how to break down these common perceptions without going up against them head-on. In other words, we have to prove that we are different from these other companies without saying “We’re different than the other SEO companies.”
Believe it or not, it’s pretty easy to do this. However, it will make you very uncomfortable. But the good news is, most people aren’t going to do it. They are going to continue to look for an easy way out. I learned this by looking at what Force Boost, Inc is doing in Atlanta. They are marketing their SEO services a little bit differently than other companies. They literally have staff walking into businesses and talking about search engine optimization services. The conversations are non-confrontational and are just to open up lines of communication.
If you’re willing to do that, than you’re on the fast track. Just get out there and try to get your foot in the door. Don’t say that you’re going to get them to page one of Google in a month’s time. Don’t pretend to be a huge agency if you are a one-man show. People can see through the B.S. and you’ll find that you gain much more traction by keeping things truthful.
How much is one customer worth do you? $20,000 in most cases. So, what are you willing to do to get that money? Of course you want to help people get their businesses more profitable, but if they don’t know about you, then you can’t do that. You have to go out and tell people about it. If you cold call people on the phone, you’re going to have to make about 100 phone calls to get 10 people to answer. Out of that, you’re going to close one or two.
No matter your methods of calling on businesses, you have to do it. You can spend money on leads and get the name of the decision maker, the phone number, address, etc. You can then call these people up…OR…you can simply walk into businesses and make a formal introduction. Just think about it, who else is selling SEO services to local business owners like that? Don’t you think that would set you apart from the spammers? Of course it would. Now, go get to work.
Need more guidance? Watch this basic sales training video.