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Make your pitch perfect, using competitive and emotional intelligence - SEOZONE

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These are the areas I covered in my speech at SEOZONE:

1. How to create an effective pitch based on a combination of data, logic and emotion

2. How to approach client pitches as a business process, applying organization and scalable systems (such as CRM, templates, and specific steps)

Published in: Marketing
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Make your pitch perfect, using competitive and emotional intelligence - SEOZONE

  1. 1. @Alextachalova Make your pitch perfect, using Competitive and Emotional Intelligence @Alextachalova
  2. 2. @Alextachalova What is the best for your business Logic or Emotions? @Alextachalova
  3. 3. @Alextachalova@Alextachalova Forbes Interview with Janet Crawford: What’s better for business: Logic or Emotion? http://bit.ly/forbes_emotions
  4. 4. Until my world collapsed Story 1
  5. 5. @Alextachalova “Usually, when I write, I’m thrilled if it gets 50 views for the next day” http://inbound.org/post/view/my-content-only-went-viral-after-my-world-collapsed Nathan T. Baker Content Marketing Specialist at Raven Tools
  6. 6. Isn’t good enough Story 2
  7. 7. @Alextachalova@Alextachalova One day they received a call http://www.slideshare.net/LiamHughes4/getting-client-buyin
  8. 8. @Alextachalova Emotions start the relationship. Data closes the deal. @Alextachalova
  9. 9. @Alextachalova The Best Leads Channels @Alextachalova 0 10 20 30 40 50 60 70 80 Worf-of-mouth Organictraffic OfflineEvents PaidTraffic DedicatedLead GenerationCampaigns SMMTraffic OnlineEvents Other %
  10. 10. @Alextachalova The Average Customers LTV @Alextachalova 0 5 10 15 20 25 30 35 40 1-2years 3-5years 7+years 5-7years 9-12months 3-5months 6-9months lessthan1month %
  11. 11. @Alextachalova Make your customers feel Special @Alextachalova
  12. 12. @Alextachalova Small favors cost nothing, but change attitude towards you dramatically @Alextachalova
  13. 13. @Alextachalova A case from my life @Alextachalova
  14. 14. Restaurant Research X = 3% 2 X = 14% 23%X =? 1 https://www.youtube.com/watch?v=cFdCzN7RYbw
  15. 15. @Alextachalova Use the power of Personalization! @Alextachalova
  16. 16. @Alextachalova Adding Data about your clients on your site @Alextachalova
  17. 17. @Alextachalova Holiday Greetings! @Alextachalova
  18. 18. @Alextachalova Sending small gifts and swag! @Alextachalova
  19. 19. @Alextachalova A little hand written “thank you” note @Alextachalova
  20. 20. @Alextachalova Social Media listening @Alextachalova
  21. 21. @Alextachalova Video Calling @Alextachalova
  22. 22. @Alextachalova Real life Meetings @Alextachalova
  23. 23. @Alextachalova Why do I need Apple Watch?
  24. 24. @Alextachalova System 1 – Yes/No System 2 – Justification
  25. 25. @Alextachalova The most common reasons of lost deals @Alextachalova 0 10 20 30 40 50 60 70 Price Clientwasn'tableto understandavalueof proposedservice Time Other Competition Lackofneeded services %
  26. 26. @Alextachalova Use this strategy to speed up: @Alextachalova 1. Conversion to paying customers 2. Increase the % of conversions
  27. 27. @Alextachalova@Alextachalova
  28. 28. @Alextachalova How to make them aware? @Alextachalova • Find and Point out • Organize and Present • Analyze your results
  29. 29. @Alextachalova Tools Agencies use to pitch clients @Alextachalova 0 10 20 30 40 50 60 70 All Regions
  30. 30. @Alextachalova SEMrush @Alextachalova Missed Opportunities Your site
  31. 31. @Alextachalova SERPstat @Alextachalova It’s an issue!
  32. 32. @Alextachalova Searchmetrics @Alextachalova Below the industry average metric!
  33. 33. @Alextachalova SEOmonitor @Alextachalova I’ll charge less!
  34. 34. @Alextachalova Horizon @Alextachalova You have less than 7% of market!
  35. 35. @Alextachalova PI Datametrics @Alextachalova Your SEO visibility below the average in industry!
  36. 36. @Alextachalova Raven Tools @Alextachalova Ouch! It’s not a positive trend 
  37. 37. @Alextachalova Buzzsumo @Alextachalova Your competitor invests in content!
  38. 38. @Alextachalova Ahrefs @Alextachalova Your competitor’s content generates links!
  39. 39. @Alextachalova SimilarWeb @Alextachalova You have an issue with PR!
  40. 40. @Alextachalova MOZ @Alextachalova Your brand is weak!
  41. 41. @Alextachalova RivalIQ @Alextachalova You don’t use all channels!
  42. 42. @Alextachalova Why Prebuilt Templates? @Alextachalova • Time • Being more effective • Branding • Tracking results
  43. 43. @Alextachalova The Popularity of Prebuilt Templates @Alextachalova 0 10 20 30 40 50 60 70 80 Yes No All Regions
  44. 44. @Alextachalova Tip! @Alextachalova Organize them based on a specific client profile and most important needs of that specific client
  45. 45. @Alextachalova Tracking results: Usage of CRM system @Alextachalova 0 10 20 30 40 50 60 70 Yes No All Regions
  46. 46. @Alextachalova Tracking results: Usage of CRM system @Alextachalova 0 10 20 30 40 50 60 70 Yes No All Regions
  47. 47. @Alextachalova Non-stop process of improvements @Alextachalova
  48. 48. @Alextachalova Emotions and Data – Combined @Alextachalova Emotional Intelligence: • Builds and prolongs our relationship with clients Competitive Intelligence: • Speeds up conversion to paying customers and increase % of “closed won” deals
  49. 49. @Alextachalova Thank you! @Alextachalova @AlexTachalova bit.ly/alex-linkedin Facebook.com/alexandra.tachalova alextachalova@gmail.com Alextachalova.com

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