How to Sell SEO like a PRO
As a graduate in the communication arts I have had my share of ribbing due to my degree of choice. Communication degrees are usually looked down upon because they are considered the walk in the park easy degrees, they are the degrees pedigree athletes take in order to just get by in college as they focus on their sport(s) of choice. My calm instant response to my detractors is that communication lies at the heart of a multitude of individual and organizational problems. Not to mention, most successful business people are good sales people, which requires a mastery of the communication process.
Ask people what their number one fear is and they will tell you public speaking. Most people dread it and those who actually step up and do it are at best not good. So only a few people in every thousand are good public orators who can handle a room.
As any CEO, C- level manager or even the minimum wage folks of a corporate hierarchy will attest, the biggest issues within organizations is poor communication. There exist breakdowns between different departments, managers, as well as with the customer. It seems that the most basic of all human activities sorely lacks in the corporate and business world.
At the heart of any marriage or relationship dispute is a lack of effective communication. So for a pretty useless easy degree it seems a lot of instances occur where people can and need to improve themselves. So looks like communication has been taken for granted by lots of people. The same people who use “uhm” every fifth word.
How does this relate to SEO?
At the heart of your interactions with you current and potential clients is communication. When selling SEO most consultants use a single approach to how they explain it. It’s usually standard across the board. They may dumb it down here and there or spruce it up with fancy industry words but the fact remains they use the same strategy with everyone. The problem is that not everyone communicates the same way and by communication I mean the sending and receiving processes. Each of us looks at the world differently. Just as we have different opinions and different communication styles.
Having been in sales for over ten years I have come across numerous books, seminars, secret tips, and strategies to improve your sales results. A lot of it is just repackaged tips already in circulation, complete hog wash or just not practical. One strategy that hands down is completely on point and effective is using different communication styles with different people.
According to the research regarding types of communication personalities, there are four types of personalities: The Executive. The Social Butterfly. The Relator, and the Thinker. Each uses their communicating style in making judgment calls and the way they interact with others.
- RelaterRelaters are considerate and sympathetic. They’re wonderful team players since they’re so easy to work with. They are non-confrontational and always attempting to please their coworkers and family.
Managing a Relater When communicating with a Relater, you need to spend time establishing a rapport with them. They value personal experiences and common interests. Avoid being pushy or aggressive and it’s been my experience that relaters are the most loyal clients because they tend to develop deeper bonds than most people.
- Socializer. Socializers are animated and spirited, valuing relationships, acceptance and personal prestige. Socializers are the schmoozers and the spokespeople for companies. Their enthusiasm is infectious making them ample leaders. They often miss details, are intuitive, unafraid of conflict and enjoy differences of opinions.
Managing a Socializer If you’re not witty comical or quick on the draw you may be drowned out by the socializer and their ADD. You will leave the sales meeting feeling great about yourself but clueless as to why you didn’t get the sale. Socializers tend to be early adopters so when discussing SEO make sure you position yourself as ahead of the curve and mention up to date findings and information. And keep your calendar free for them, business often revolves around, you guessed it but I’m sick of typing the word.
- Thinker: Thinkers are cerebral, analytical, and very detailed oriented. They understand numbers, statistics, and can develop new and thought provoking ideas on the whim. They value logic over emotion and don’t like to get bogged down with socializing banter.
Managing a Thinker Come with your numbers, infographics, know your details and have you’re A game ready because unlike the socializer, the Thinkers needs every detail. They have a methodical way of approaching problems and tasks so they work well independently. Averse to conflict since they rely on logic, thinkers are often times great clients because they easily digest your information. However they tend to over think and get lost in details leaving them idle since they also fear change.
4. The Executive: Directors are to the point. They focus on the big picture and tend to be competitive, aggressive, and ambitious. They will talk about their company, its achievements, their personal achievements and their hardline opinion on just about everything.
Managing an Executive: Get to the point right away! Communicate your ideas quickly and clearly. Show how your ideas are compatible with their goals. Don’t use big words or tech words to try and impress them. Keep it connected to their goals. They just told you a mouthful about themselves. So you better work it into your sales pitch.
The importance in effectively explaining and communicating SEO based on the end users communication style will facilitate a better relationship with a potential or current client. When people communicate with someone they perceive as being similar to them, the jump from prospect to a closed sale becomes a shorter one. The strategy also helps to minimize customer attrition.
