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Pre-Qualifying + Winning New Clients - #BrightonSEO April 2014
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Pre-Qualifying + Winning New Clients - #BrightonSEO April 2014

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The Business Side of Web Marketing: Your Mindset, Pre-Qualifying & Winning New Clients - #BrightonSEO April 2014

The Business Side of Web Marketing: Your Mindset, Pre-Qualifying & Winning New Clients - #BrightonSEO April 2014

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  • 1. @Tony_DWM #BrightonSEO The Business Side of Web Marketing: Your Mindset, Pre-Qualifying & Winning New Clients An extension to: http://bit.ly/1dNfKjL
  • 2. @Tony_DWM #BrightonSEO “Being a consultant or agency is about much more than just doing the job.. you need sales expertise to land the client in the first place” - @Bright_local
  • 3. First, a bit about me.. 13+ years selling IT solutions to biz’s Began web marketing & SEO in spare time Fell-out with boss, left & started own biz Family to support & bills to pay.. WTF?! #BrightonSEO@Tony_DWM
  • 4. @Tony_DWM #BrightonSEO Anger & frustration Asked for feedback Lessons learnt.. Growing Pains..
  • 5. @Tony_DWM #BrightonSEO The opportunity UK internet traffic expected to increase by 37% in 2015 UK web economy expected to reach value of £221bn by 2016
  • 6. @Tony_DWM #BrightonSEO That’s all well & good,BUT.. Do you receive training in sales, account management or pre-qualifying clients? 70% of you say “No” Do you / your co use a sales process for winning new clients? 60% of you don’t or don’t know Today we’ll address those.. ..more on our BrightonSEO survey later
  • 7. @Tony_DWM #BrightonSEO ..’cos we’re ALL feeling client / SEO tension
  • 8. @Tony_DWM #BrightonSEO So we thought we’d run a little survey... >>>>>>
  • 9. @Tony_DWM #BrightonSEO The BrightonSEO “Pre-qualifying & Winning New Clients” Survey A “first of its kind” research project Dozens of social shares = 134 Survey Responses To everyonewho completed it and shared it... THANK YOU!
  • 10. @Tony_DWM #BrightonSEO Do you / your co use personas to pre-qualify? 73% No / don’t know Do respondents have a process for pre-qualifying clients that doesn’t include personas? Do you / your co have a process for pre-qualifying? 59.1% Yes YET..
  • 11. @Tony_DWM #BrightonSEO Pre-qualifying Your Clients – Creating Target Personas Self-Employed, SMBs & Corporates have different needs: What are their needs & challenges? Are they local, national, both? Who’s their target market? Are they internet-savvy or techno-phobic? Purchasing process - single contact or committee? You work in niche industry? Trends & SWOT analysis Read http://bit.ly/1pcEqUu & http://bit.ly/1a0Pxwe Are you a wandering generality or a meaningful specific?
  • 12. @Tony_DWM #BrightonSEO Your highest priorities for finding best-fit clients? #1 Budget - 66 #2 Realistic Expectations - 64 #3 Project Success Potential - 54 #4 Contact Relationship - 52 #5 Open to Change – 46 #10 Knowledge of Web Marketing - 16 !
  • 13. @Tony_DWM #BrightonSEO Key Takeaway #1 “Realistic Expectations” 2nd yet “ Web Marketing Knowledge” last?! Your highest priorities for finding best-fit clients?
  • 14. @Tony_DWM #BrightonSEO Key Takeaway #2 “Contact Relationship” – long-term partnerships require care / nurturing Your highest priorities for finding best-fit clients?
  • 15. @Tony_DWM #BrightonSEO Key Takeaway #3 “Clients Business Model” - off the scale @37. BUT do offline business problems exist? Be wary.. Your highest priorities for finding best-fit clients?
  • 16. @Tony_DWM #BrightonSEO Key Takeaway #4 “Clients Available Resources” – off the scale @29, BUT feedback & input from them is mandatory! Your highest priorities for finding best-fit clients? So what are your biggest challenges? >>>
  • 17. @Tony_DWM #BrightonSEO Your biggest challenges when pre-qualifying? #1 Client’s lack of situation u/standing – 52% #2 Client’s “quote first, then discuss” – 46% #3 Confirming client’s budget – 44% #4 Limited web marking knowledge – 40% #5 Confirming goals & objectives – 34% #6 Lack of honesty / openness – 30% #7 Client’s seriousness – 26% Lets work on addressing them >>>
  • 18. @Tony_DWM #BrightonSEO Key Takeaway #1 “Quote first, then discuss” & “Confirming budgets” - clients aren’t revealing them.. Your biggest challenges when pre-qualifying?
  • 19. @Tony_DWM #BrightonSEO Key Takeaway #2 “Quote first, then discuss” – is service value now perceived by clients as a commodity? Your biggest challenges when pre-qualifying?
  • 20. @Tony_DWM #BrightonSEO Key Takeaway #3 “Lack of client honesty / openness” – are we not taking the hint? Your biggest challenges when pre-qualifying?
  • 21. @Tony_DWM #BrightonSEO Overcoming your top 7 biggest challenges #1 > Client’s lack of current situation understanding (52%) It’s your job to ask the right questions & look “under their bonnet” Their existing online profile The difficulty of the work involved The potential profitability for your company Whether they match your ideal persona Whether you can work with them So investigate:
  • 22. @Tony_DWM #BrightonSEO Overcoming your top 7 biggest challenges #1 > Client’s lack of current situation understanding - P2 Great questions to ask potential clients (h/t @staceycav) >>>> http://bit.ly/QBFjdP Perform a website marketing & SEO audit Check G Analytics & WMT via “review” access - mandatory Do they have any penalties? Do your due diligence..
  • 23. @Tony_DWM #BrightonSEO Overcoming your top 7 biggest challenges #2 > Client’s “quote first, then discuss” approach (46%) Ask “How will you select a partner?” & listen Are you “cannon fodder” against competitors? “cost” / “cheap ” main priority? Discuss expectations Say “Our policy is to discuss your needs 1st, then propose” Playing hard-ball sets you apart from the competition If they won’t discuss their requirements, needs, goals or objectives - walk away (you heard that right..)
  • 24. @Tony_DWM #BrightonSEO Overcoming your top 7 biggest challenges #3 > Confirming the client’s budget (44%) “What is your budget?” If they ask “why?”: “To confirm your expectations are realistic” “To work out a financially viable game-plan” “To confirm your goals are achievable” Can they pay? Check www.companycheck.co.uk Do their payment terms align with yours? Could the deal damage your business? The fastest way to biz bankruptcy? Cash-flow problems & freebies..
  • 25. @Tony_DWM #BrightonSEO Overcoming your top 7 biggest challenges #4 > Client’s limited web marketing knowledge (40%) Current knowledge? Clueless, beginner, moderate, advanced? Will they listen to advice or 2nd guess every move? Conversions & results are what count It’s about their audience & becoming an authority “Search” has changed – explain how Proof of success - “we helped x achieve y too..” They want 24hr success? Explain what’s realistic Map out the process & steps required to win online Remember - your client doesn’t know what they don’t know..
  • 26. @Tony_DWM #BrightonSEO Overcoming your top 7 biggest challenges #5 > Confirming their goals & objectives - their “why” (34%) What are their time, profit & growth challenges? Read mission statements, about us, history & shareholder info Do they have false expectations? Correct them or else.. SMART: specific, measureable, attainable, relevant, time-bound What metrics mean MOST to their business? Ask “why”. Consulting is a super-power (h/t @billsebald) It’s hard to hit an invisible target.. ..nope, rankings is NOT an answer..
  • 27. @Tony_DWM #BrightonSEO Overcoming your top 7 biggest challenges #5 > Confirming client’s goals & objectives - their “why?” - P2 Good consulting questions to ask: “What challenges are you currently facing?” “How different are you to your competitors?” “What is your unique value proposition?” “Are you regulated by industry bodies?” “How do you currently generate business?” “What business growth plans do you have?” Get > “Questions that Sell” by Paul Cherry http://amzn.to/1haOBCr
  • 28. @Tony_DWM #BrightonSEO Overcoming your top 7 biggest challenges #6 > Lack of client honesty or openness (30%) Master / slave clients - warning signs: Do they treat you as “cheap labour” (h/t @badams) They refer to past SEO relationships as “suppliers” They’re very demanding & show no respect for your time follow your instinct >>>>> Energy-sucking vampire clients - warning signs: Lots of time to convince them small changes are needed Battle you on your ideas & second guess your advice Negative, critical, enjoy hostility, drama queens & angry <<<<< follow your instinct..
  • 29. @Tony_DWM #BrightonSEO Overcoming your top 7 biggest challenges #7 > Confirming the client’s seriousness (26%) It’s long term, it takes time & they must be serious.. Successful relationships are win/win, give & take Will they commit to achieving their goals? Will they provide the resources you need? Will you be given enough control to be effective? Will they follow a game plan? Data’s useless w/o it Identify how proactive or reactive they’ll be Is the client open to change? (mandatory) ?
  • 30. @Tony_DWM #BrightonSEO Without emotion, think: Is the opportunity viable? Are they a “best-fit”? Could they drain your energy? Will they listen? No? Be polite & explain there’s better suited co’s available to help them We asked “How do you find turning down potential clients?” Don’t feel guilt - you’ve probably just dodged a Our survey said: HARD - 50%
  • 31. @Tony_DWM #BrightonSEO Final thoughts.. Say out-loud > It’s OKto say NOto potential clients.. Don’t sell yourself short. Remember: > The strengths, values & qualities you bring to clients > The BIG difference you can make to a clients biz > Your job’s bigger than links & rankings (h/t @wilreynolds) > Your time’s valuable. Don’t waste it on dead-enders Your approach defines your future business relationship with them, so set the tone from the beginning
  • 32. @Tony_DWM #BrightonSEO Winning New Clients – insights from the trenches Do the small, simple things brilliantly..
  • 33. @Tony_DWM #BrightonSEO Winning New Clients – insights from the trenches Ask yourself: Why should they choose me?
  • 34. @Tony_DWM #BrightonSEO Winning New Clients – insights from the trenches Make the idea of not choosing you or your biz unthinkable
  • 35. @Tony_DWM #BrightonSEO Winning New Clients – insights from the trenches Be bold with your pitch & focus 110% on client goals & ROI
  • 36. @Tony_DWM #BrightonSEO Winning New Clients – insights from the trenches It’s OK not to know. It’s not OK not to find out..
  • 37. @Tony_DWM #BrightonSEO Winning New Clients – insights from the trenches Relationships & reputations are key to winning clients. We must sell what we do & deliver work. One cannot exist w/o the other.. so get better at doing both..
  • 38. @Tony_DWM #BrightonSEO Last bit.. <Blog post> to come, including: Mastering Meetings Proposal Best Practices “Lost Lead” Learning ALL Survey Results <Follow me for details>
  • 39. @Tony_DWM #BrightonSEO The end.. ..But for you, it’s just the beginning.. Tony Dimmock - Maverick, Martyr & MD tony@dimmockwebmarketing.co.uk 0844 5610626
  • 40. @Tony_DWM #BrightonSEO Image Credits http://bit.ly/1muaoe5 http://bit.ly/1jCc3vt http://bit.ly/Pq2WnX http://bit.ly/1jDzDb9 http://bit.ly/1juICtJ http://bit.ly/1jDIo4R http://bit.ly/1lyL3yd http://bit.ly/1dBPemx http://bit.ly/1lByWEQ http://bit.ly/OFJMuT http://bit.ly/1ibb4pc http://bit.ly/1lAuSou http://bit.ly/1icut3l http://bit.ly/1kWm9tI http://bit.ly/1jvnHH1 http://bit.ly/1lAv4UE http://bit.ly/1rdPxxu Panda Penguin Angry Murray Murray Winning Superman Small business Plumber Apple WWI Trenches The Count Frankenstein Die Hard Meetings Sherlock Sir Alex Ferguson Gear Head £ sign http://bit.ly/1ic9OfF http://bit.ly/1f0cFh5 http://bit.ly/1juSx2v http://bit.ly/1kWwplL http://bit.ly/Pq9uTI Moyes Osborne Rubber Stamp Axe How and why