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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
bit.ly/getsked
bernard@seoreseller.com
/bernardsanjuaniii
william@seoreseller.com
/william-kramer-244bb0106
bit.ly/getsked with
What’s Next:
Coming Soon
bit.ly/getsked
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/getsked
Selling SEO The Right Way
with
What’s Next:
Coming Soon
bit.ly/getsked
Coming Soon
bit.ly/getsked
Selling SEO The Right Way
with
Reputation Suite
A Streamlined Dashboard to Control Your
Client’s Online Reputation
✓ Reputation Management
✓ Listing Management
✓ Reviews Summary
✓ Business Locations
✓ Feedback
What’s Next:
Discussion Overview
bit.ly/getsked
Coming Soon
bit.ly/getsked
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.
What’s Next:
Know Who You Are
bit.ly/getsked
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.
bit.ly/getsked
Selling SEO The Right Way
with
Know Who You Are
bit.ly/getsked
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
bit.ly/getsked
Define Your Initial Market
bit.ly/getsked
• 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 Way
with
What’s Next:
Define What You Are Capable of Selling
bit.ly/getsked
Define Your Initial Market
bit.ly/getsked
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
with
What’s Next:
Define What You Are Capable of Selling | Practical Application
bit.ly/getsked
Define What You Are Capable Of Selling
bit.ly/getsked
 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
What’s Next:
What Is Your Differentiator?
bit.ly/getsked
Define What You Are Capable Of Selling
bit.ly/getsked
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
with
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
bit.ly/getsked
What Is Your Differentiator?
bit.ly/getsked
Identify what separates you from your competitors.
Cost Effective
Technological Edge
Effectiveness of the Methodology
Selling SEO The Right Way
with
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
bit.ly/getsked
What Is Your Differentiator?
bit.ly/getsked
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
Selling SEO The Right Way
with
Moral:
Doesn’t matter how you differentiate.
It matters THAT you differentiate.
Determine What You’re Selling
bit.ly/getsked
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
What’s Next:
Understand the SEO Methodology | Practical Application
bit.ly/getsked
Understand The SEO Methodology
bit.ly/getsked
 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
with
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
bit.ly/getsked
Understand The SEO Methodology
bit.ly/getsked
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
Selling SEO The Right Way
with
= better chance to close the sale bit.ly/download-partner-resources
What’s Next:
Manage the Experience | Practical Application
bit.ly/getsked
Manage the Experience
bit.ly/getsked
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"
Selling SEO The Right Way
with
What’s Next:
Understand The Technology
bit.ly/getsked
Manage the Experience
bit.ly/getsked
Selling SEO The Right Way
with
What’s Next:
Understand The Technology | Practical Application
bit.ly/getsked
Understand The Technology
bit.ly/getsked
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
with
Coming Soon: Reputation Suite
 Where your clients
are published online
 See reviews of your site,
business
What’s Next:
Learn How to Sell Effectively
bit.ly/getsked
Understand The Technology
bit.ly/getsked
Selling SEO The Right Way
with
PRACTICAL APPLICATION:
• 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
bit.ly/getsked
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
What’s Next:
Differentiate Commodity vs. Product | Practical Application
bit.ly/getsked
Differentiate Commodity vs. Product
bit.ly/getsked
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
Selling SEO The Right Way
with
Experience
 Convenience - One Stop Shop
 Premium Experience
 Plug & Play Experience
Performance Driven
 Traffic Results
 Rankings
 ROI
What’s Next:
Acing The Pitch
bit.ly/getsked
Differentiate Commodity vs. Product
bit.ly/getsked
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
with
• 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
bit.ly/getsked
Acing The Pitch
bit.ly/getsked
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
with
What’s Next:
Do’s and Don’ts Summary
bit.ly/getsked
Most Common Challenges & Objections During The Pitch
bit.ly/getsked
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
with
What’s Next:
Q&A Session
bit.ly/getsked
Do’s and Don’ts
bit.ly/getsked
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
What’s Next:
Q&A Session
bit.ly/getsked
For Our Partners
bit.ly/getsked
Organic SEO Pitch Kit:
 Organic SEO Pitch Deck
 Organic SEO Methodology Explainer
 Organic SEO Flier
 Audit Report Guide
 SEO Catalog
 SEO Sales Guide
Selling SEO The Right Way
with
Schedule a Call
bit.ly/getsked
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
bit.ly/getsked
Q&A Session
Selling SEO The Right Way
with

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Selling SEO the Right Way

  • 1.
  • 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 bit.ly/getsked bernard@seoreseller.com /bernardsanjuaniii william@seoreseller.com /william-kramer-244bb0106 bit.ly/getsked with
  • 3. What’s Next: Coming Soon bit.ly/getsked 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/getsked Selling SEO The Right Way with
  • 4. What’s Next: Coming Soon bit.ly/getsked Coming Soon bit.ly/getsked Selling SEO The Right Way with 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 bit.ly/getsked Coming Soon bit.ly/getsked 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 bit.ly/getsked 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. bit.ly/getsked Selling SEO The Right Way with
  • 7. Know Who You Are bit.ly/getsked 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 bit.ly/getsked Define Your Initial Market bit.ly/getsked • 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 Way with
  • 9. What’s Next: Define What You Are Capable of Selling bit.ly/getsked Define Your Initial Market bit.ly/getsked 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 with
  • 10. What’s Next: Define What You Are Capable of Selling | Practical Application bit.ly/getsked Define What You Are Capable Of Selling bit.ly/getsked  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? bit.ly/getsked Define What You Are Capable Of Selling bit.ly/getsked 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 with 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 bit.ly/getsked What Is Your Differentiator? bit.ly/getsked Identify what separates you from your competitors. Cost Effective Technological Edge Effectiveness of the Methodology Selling SEO The Right Way with 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 bit.ly/getsked What Is Your Differentiator? bit.ly/getsked 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 Selling SEO The Right Way with Moral: Doesn’t matter how you differentiate. It matters THAT you differentiate.
  • 14. Determine What You’re Selling bit.ly/getsked 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 bit.ly/getsked Understand The SEO Methodology bit.ly/getsked  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 with 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 bit.ly/getsked Understand The SEO Methodology bit.ly/getsked 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 Selling SEO The Right Way with = better chance to close the sale bit.ly/download-partner-resources
  • 17. What’s Next: Manage the Experience | Practical Application bit.ly/getsked Manage the Experience bit.ly/getsked 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" Selling SEO The Right Way with
  • 18. What’s Next: Understand The Technology bit.ly/getsked Manage the Experience bit.ly/getsked Selling SEO The Right Way with
  • 19. What’s Next: Understand The Technology | Practical Application bit.ly/getsked Understand The Technology bit.ly/getsked 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 with 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 bit.ly/getsked Understand The Technology bit.ly/getsked Selling SEO The Right Way with 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 bit.ly/getsked 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 bit.ly/getsked Differentiate Commodity vs. Product bit.ly/getsked 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 Selling SEO The Right Way with Experience  Convenience - One Stop Shop  Premium Experience  Plug & Play Experience Performance Driven  Traffic Results  Rankings  ROI
  • 23. What’s Next: Acing The Pitch bit.ly/getsked Differentiate Commodity vs. Product bit.ly/getsked 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 with • 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 bit.ly/getsked Acing The Pitch bit.ly/getsked 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 with
  • 25. What’s Next: Do’s and Don’ts Summary bit.ly/getsked Most Common Challenges & Objections During The Pitch bit.ly/getsked 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 with
  • 26. What’s Next: Q&A Session bit.ly/getsked Do’s and Don’ts bit.ly/getsked 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 bit.ly/getsked For Our Partners bit.ly/getsked Organic SEO Pitch Kit:  Organic SEO Pitch Deck  Organic SEO Methodology Explainer  Organic SEO Flier  Audit Report Guide  SEO Catalog  SEO Sales Guide Selling SEO The Right Way with
  • 28. Schedule a Call bit.ly/getsked 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 bit.ly/getsked Q&A Session Selling SEO The Right Way with