Picking up the phone to sell SEO services can feel like stepping into a boxing ring. You’re armed with knowledge and passion for SEO, but the person on the other end might not even know what those three letters mean. How do you bridge that gap? How do you turn a cold call into a warm conversation, and eventually, a sale?
In this article, I’ll walk you through everything you need to master the art of selling SEO services over the phone. From preparation to follow-up, we’ll cover practical tips and strategies that can help you connect with potential clients and effectively communicate the value of your services. Whether you’re a seasoned sales pro or just starting out, these insights should help boost your confidence and your results.
Know Your Product Inside Out
Before you even think about picking up the phone, it’s vital to have a solid understanding of the SEO services you offer. This means more than just knowing the technical terms; you need to understand how your services can directly benefit the client. What problems do they solve? How do they enhance the client’s business?
Start by listing the services you provide. Are you offering keyword research, on-page optimization, link building, or something else? For each service, jot down a few sentences about its purpose and how it benefits a business. This clarity will help you explain the services in simple terms to potential clients.
Additionally, be prepared to answer questions about your methods. Clients might ask about your approach to link building or how you measure success. Having clear, confident answers will show that you’re knowledgeable and trustworthy.
- Briefly describe each service you offer.
- Explain how these services solve common business problems.
- Be ready with data or case studies that demonstrate your success.
Remember, clients aren't just buying SEO services; they're buying solutions to their problems. The better you understand your product, the easier it will be to communicate its value.
Research Your Prospects
Cold calling doesn’t mean you have to go in cold. A little research can go a long way in making a meaningful connection with your prospects. Before you call, take some time to learn about the company and the person you’re going to speak with.
Visit their website to get a sense of their current SEO status. Are there any obvious issues, like slow loading times or missing meta descriptions? Check their social media profiles and see what they’re currently promoting. Understanding their business and industry can help you tailor your pitch and show that you’re genuinely interested in helping them succeed.
It's also a good idea to find out who you should be speaking with. The decision-maker might be the owner, the marketing director, or even someone in a different department. A quick LinkedIn search can often reveal the person you're looking for.
- Visit the company’s website and social media profiles.
- Identify potential SEO issues or areas for improvement.
- Determine the right person to speak with, ideally someone with decision-making power.
This research not only informs your pitch but also demonstrates your professionalism and commitment to potential clients.
Craft Your Opening Script
Your opening script is your first impression, so make it count. The goal is to quickly capture attention and spark interest without overwhelming the prospect. A good script is clear, concise, and engaging.
Start with a friendly introduction. State who you are, where you're calling from, and why you're reaching out. Be polite but confident. Your opening line might sound something like this:
"Hi, this is [Your Name] from [Your Company]. How are you today? I’m calling because we’ve worked with businesses like yours to increase their online visibility and sales through SEO, and I’d love to share how we can help you too."
Notice the emphasis on benefits rather than features. Prospects are more interested in how you can help them achieve their goals than in the technical details of your services.
- Introduce yourself and your company clearly.
- Briefly explain the purpose of your call.
- Highlight the benefits of your services in a way that relates to the prospect’s business.
Remember, this script is just a starting point. Be prepared to adapt based on the prospect's response and the flow of the conversation.
Listen More Than You Talk
One of the biggest mistakes in sales is talking too much and listening too little. While it's important to convey the value of your SEO services, it’s equally important to understand the prospect’s needs and challenges. You can’t offer a solution if you don’t know the problem.
Ask open-ended questions to encourage dialogue. Questions like “What are your current marketing challenges?” or “How are you currently attracting customers?” can provide insights into the prospect’s priorities and pain points. As they speak, listen actively, taking notes on anything that stands out or might be relevant later in the conversation.
By listening carefully, you show respect for the prospect's knowledge of their own business, and you can tailor your pitch more effectively. Remember, your goal is to help, not to sell at any cost.
- Ask open-ended questions to understand the prospect’s needs.
- Listen actively and take notes on important details.
- Use the information you gather to tailor your pitch.
Engaging in a genuine conversation rather than delivering a one-sided pitch can help build trust and rapport with potential clients.
Address Objections Confidently
Objections are a natural part of the sales process. Instead of seeing them as roadblocks, view them as opportunities to provide more information and build trust. Common objections might include concerns about cost, uncertainty about the benefits of SEO, or a bad experience with a previous provider.
Preparation is key. Anticipate common objections and plan your responses. For example, if cost is an issue, you might explain how your services provide a return on investment by increasing sales and reducing customer acquisition costs. If the prospect is skeptical about SEO, share a success story or case study that demonstrates tangible results.
When addressing objections, be empathetic and patient. Acknowledge the prospect’s concerns and provide clear, honest answers. Avoid being defensive or dismissive, as this can damage trust.
- Anticipate common objections and prepare responses.
- Use data or case studies to support your answers.
- Be empathetic and patient in addressing concerns.
Handling objections effectively can turn a hesitant prospect into a confident client.
Highlight the Benefits, Not Just the Features
When selling SEO services, it’s easy to get caught up in technical details. However, most clients are more interested in how your services will benefit their business than in the specifics of how you achieve those results.
Focus on outcomes. For example, instead of explaining the intricacies of keyword optimization, talk about how it can lead to more website traffic and higher sales. Instead of discussing the details of link building, explain how it enhances the client’s authority and ranking in search engines.
Use relatable examples to illustrate your points. If you’ve helped a similar business achieve significant growth, share that story. Real-world examples make the benefits of SEO more tangible and compelling.
- Focus on the outcomes and benefits of your services.
- Use relatable examples to illustrate the benefits.
- Keep technical jargon to a minimum.
By emphasizing the benefits, you make it easier for prospects to see the value of your services and how they can contribute to their business success.
Ask for the Sale
After you’ve built rapport, addressed objections, and highlighted the benefits of your services, it’s time to ask for the sale. This can be the most daunting part of the call, but it’s essential if you want to close the deal.
Your approach should be confident, yet respectful. You might say something like, “Based on what we’ve discussed, I believe our SEO services would be a great fit for your business. Would you like to move forward with us?”
If the prospect is still hesitant, offer to send more information or schedule a follow-up call to discuss any remaining questions. Sometimes, a prospect just needs a little more time to consider, especially if they need to consult with other decision-makers.
- Express confidence in your services and how they can help the prospect.
- Ask directly if they are ready to move forward.
- Be prepared to offer additional information or schedule a follow-up if needed.
Remember, asking for the sale is not about being pushy; it’s about helping the prospect make a decision that benefits their business.
Follow Up After the Call
Following up after a sales call is crucial. It shows that you’re committed to building a relationship and providing value, not just making a sale. A well-timed follow-up can reinforce your pitch and keep the conversation going.
Send a thank-you email shortly after the call, summarizing the main points of the conversation and reiterating your interest in working with the prospect. If there were any specific questions or concerns raised during the call, address them in the email. Providing additional resources or case studies can also be helpful.
If you promised to send more information or schedule another call, make sure to do so promptly. Following through on your commitments builds trust and demonstrates professionalism.
- Send a thank-you email summarizing the call.
- Address any questions or concerns that were raised.
- Provide additional resources or information if needed.
Following up consistently and professionally can help you turn a promising lead into a loyal client.
Final Thoughts
Mastering the art of selling SEO services over the phone involves preparation, empathy, and clear communication. By understanding your services, researching your prospects, and engaging in meaningful conversations, you can build trust and effectively convey the value of your offerings.
If you're looking to grow your ecommerce brand or SaaS startup, Pattern can help. We're not just focused on rankings; we're passionate about turning traffic into paying customers. We create programmatic landing pages and conversion-focused content that drives real results. And we understand that SEO should be part of a broader growth strategy. Having been in-house growth leaders ourselves, we know how to make SEO a growth channel that delivers real ROI. With Pattern, you're not just guessing—you're growing.