Struggling to deliver an SEO proposal that converts high paying clients?
In this training, I cover the how-to of delivering proposals from lead generation, communication, qualification call to sending the proposal.
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- 03:40 – Qualification Funnel Structure
- 07:08 – Educated Close System
- 10:48 – How Most SEOs Fail To Sell
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Daryl Rosser: All right guys, what’s going on? Daryl Rosser here. I’m ready to go here. Let’s create some epic training. And I want to talk today about closing SEO deals over the phone OK. So a few years back when I got into SEO, right? One of the things I was doing somewhat okay was generating leads. I mean I kind of sucked at it but I was generating maybe two, three, four leads a month. OK. Just from various different like trying everything out and seeing what stuck. Right. And what happened like clockwork, every time I got them on the phone I’d go for through the process and I’d screwed up. OK. So this is what happens, right? I’d go out there and do some sort of lead gen, OK I just put LG. And it doesn’t really matter what it was, I was like reaching out to people, sending emails, making calls, whatever. I was trying everything right?
Daryl Rosser: And what happens is, you do lead gen, then we basically do some little pre-communication, right? So I’ll just put PC, and then the pre-communication would lead to “Hey, let’s get on a call”. Right? And then what I would try and do is I would try and close them there on this call. And what happened is basically I would screw it up. OK. So it’s basically lead generation, pre-communication, some emails, and everything like that saying, “Hey, let’s book in a call”. And then get on the call and close, right. And what do you think happened guys? It sucked, right. Apparently, nobody told me this. Apparently it’s very difficult to sell someone on paying you a thousand dollars a month when it’s the first call you’ve ever spoken to them on and it’s all on just one call and a couple of emails. Apparently that’s not that easy to do. Right?
Daryl Rosser: But what I started doing next is I started testing things, OK. So I was doing this entirely over the phone, just speaking to them like, “Hey yeah so this is going to cost this much. Here’s how it’s going to work, pay me some money”. Right? And I sounded much worse. All right? So back then it wasn’t as good at speaking as I’m now, today I’m not even that right. Right? But back then it was kinda like, “Um, yeah, so I uh, here’s, here’s, what I think you should do and it’s just very boring, right”? It’s very dry, very boring. And I didn’t sound like an expert. I didn’t sound like I knew what I was talking about because I was just so damn shy by getting on the phone that I just kind of screwed it up. OK, so let me clear this. Right.
Daryl Rosser: So here’s my new process, right? So I tested that first. Next up, what I did was just about just as dumb, right? So same thing again, LG. And then I go onto the pre-communication and then I go down to a proposal. OK. And what I would do the second time around, what I changed it to, is rather than trying to sell to them on the phone, just emailing them a proposal afterwards. Right. What I do instead is I would go lead generation. I do some emails like, “Hey, let’s schedule a call”. OK. Then I go on the phone with them and try and close them for a proposal. Right. So that, “Hey, can you share your screen with me”. Right? Or, “Can I share my screen with you?” Right. And then I go through this little presentation is like, uh, a powerpoint sort of thing. And I go through it like “Here’s exactly what we’re going to do step by step. Here’s how we’re going to get you results. Here’s the keywords I recommend and here’s the package I recommend. Now, pay me some money.” OK? Now, of course, I wasn’t that pushy. I wasn’t really good at selling. Right? But that’s basically what I did. And what’d you think happened guys? Again, everyone said no, I didn’t ask them what they wanted, didn’t ask them what they’re struggling with. I didn’t ask them anything about their business. I didn’t even talk about the services or anything. I just jumped on this call and said, “Hey, this is what you need to do. Buy this shit.” Right? And apparently that doesn’t really work for higher end stuff. OK. If I were selling $200-300/month packages, it would probably work perfectly fine. But when I’m trying to sell someone a $1,000, $1,500 a month or more, it’s a pretty difficult close.
Daryl Rosser: OK. So I went back to the drawing board again, started out one more time. All right. So here’s what happened next. OK? So I did lead generation. OK. So I generated a lead. I went out there, I did to pre-communication where I chatted with them. “Hey, let’s schedule a call”, right? I convinced them to get on the phone with me. OK? Then I got on a qualification call. OK, so QC, right? So rather than trying to sell to them, which apparently after doing it like 10 different times of screwing up deal after deal after deal, I finally realized, “Hey, maybe this doesn’t actually work. OK? So what I did is I made a qualification call, right? And this is straight out of SPIN Selling. OK? So if you want to buy that book, it’s called SPIN. Okay? And SPIN Selling teaches you a way of asking questions, right?
Daryl Rosser: So it means situation, problem, implication, need pay-off, right? There’s different types of questions. So what is their situation right now? What is the situation they’re in right now? What is their problem? What is the implications of those problems? And what is the payoff? The need payoff, what pay off do they need as a result of removing, alleviating those problems? OK. That’s different types of questioning okay, SPIN Selling. Very cool book. OK. So that’s what I did in my qualification call. Right. I’d get on the phone with them and I’d ask them questions to see how exactly I can help them, if I can help them and find out exactly if they’re a good fit for my services. OK. If they were, then great. We went down to the next stage, which was PC, proposal call. If not, OK, get lost. I can’t help you. I would just say that in a much nicer way.
Daryl Rosser: Like “Hey, let me refer you to someone else. OK. You are not a good fit for my services. Let me refer you somewhere else.” OK. I just put refer. Right. That’s it. It’s a very, very simple process. You’re going to do a proposal call. Again, I copied what I learned from before, right? So rather than trying to just pitch them and email them a proposal, right, which is the stupidest thing you could do. Like get on the phone, convince them, they’re super sold, and then you say “Okay let me email you the proposal.” Right? You email the proposal over to them, and then nothing happens right. They just sit on it, two weeks go by, you email them and say, “Hey, have you looked at…” , “Yeah let me just think about it. I haven’t really looked at it yet”. Okay. A month goes by, nothing. Just stop responding to your emails, right? This happens all the time.
Daryl Rosser: OK. Don’t email your proposals. OK? So what I do instead, I generate a lead, do a pre-communication and have a chat with them about what they want and say, “Hey, let’s get on a call and go through it properly”. Right? Qualification call, OK, get on the call and qualify them. Can I help this person? If I can, what do they actually need help with? Right. Before I can create a package for someone, I need to know what they actually need help with. What is their problems? What is the implications of those problems? What is the pay-off if I alleviate those problems? OK, great. Move on. Proposal call, OK. So this isn’t a document I sent stuff, it’s a presentation I present just like I’m doing for you guys right now. Right. This is basically the same thing except for I usually have a pre-planned presentation, it’s the same every time. Right.
Daryl Rosser: But the same sort of idea. I start mapping things out. I show them the numbers, I teach them something, I educate them on what they need to do to alleviate their pains and achieve their goals. Okay? So that is how this ties in, right? I listen to what they want, I ask them questions. What do you need help with? What are you struggling with? How is things going? What’s the end result if you alleviate this pain and stuff like that, right. I don’t actually call it a pain of course. Then when you get on the proposal call you can say, “Hey, you said your goal was to get two vans on the road. Great. Here’s exactly how you do it, step by step. Here’s my plan that I mapped out on how you can achieve this. Right? If their goal is to do, I don’t know, 50 enquiries a month, “Hey, here’s a plan of how you can get 50 more enquiries a month.”
Daryl Rosser: Don’t lie to them. Hey, I’m not making this shit up. If I believe they can do that, then I can say that, right? And then basically on this call, I’m educating them so I call this the Educated Close System, okay? Because I’m educating them on what they need to do to alleviate their pain and achieve their goals. Right? And I go through this presentation, it takes me around 45 minutes to do the whole call. OK? And it’s around 30 minutes of doing the presentation and they go through this whole thing like “Here’s step by step what you need to do.” And at the end of it is, “Hey, would you like me to help you implement this? Would you like me to implement this for you?” OK? Simple as that. Here’s the whole package. Would you like me to implement this for you? Great. So here’s the package I got for you. OK, that’s it. That’s my pitch, it’s like the easiest thing ever.
Daryl Rosser: And people always ask me like “How do you actually close the deal when you get to the end of it?” And it’s honestly as simple as like, “Alright here’s what I got, here’s the package I got, who would you like me to address the invoice to? Would you like to get started today?” Right? Something super-simple. I do it very soft and not like a hardcore like “Buy or die”, right. Buy this right now or the whole world is going to explode. I’m not like a pitchy guy guys. It’s just, “Hey, when would you like to get started?” Right? Or, “Are you ready to get started today?”, or “Who do you want me to address the invoice to?” Right. Super, super simple. I have a whole separate training on sales and everything like that. It’s all in Scientific Rankings, in the membership. I’ll put a link for that if you want to join, but that’s it, guys. Now, the reason this is different to most people because most people sell like this.
Daryl Rosser: They do the LG, they do the pre-communication and then they do a call and it can kind of be a qualification call. Most people don’t even qualify them. It’s more just like like talking about SEO and talking about what they’re doing, how great they are and crap like that. Right? “Look at me, I’m amazing. I’m the best SEO ever.” Then it’s like, cool, let me send you my proposal. Right? And then you send them a proposal via email and then you never hear from them again and wonder what they did wrong, right? That’s because they screwed up. Don’t do that. OK? Generate a lead. Send them some emails or if you have to, if you can directly on a call then skip this step and go straight over to here, right? And then do some qualification. OK? So qualify them on the phone, this takes around 20 minutes here. 10 to 20, but usually around 20 minutes.
Daryl Rosser: And what you want to do is, again, read the book SPIN Selling, it’s basically situation, problem implication, need pay-off. OK? What’s the situation you’re in right now? How many leads a month do you have right now? OK. What is your situation? Why you’re speaking to me today? OK. There’s a reason they’re on the phone with you right now. Why are you speaking with me now? Why not six months ago? OK. Dig into that pain as well. Right? So what is the problem? There is a reason. That’s kind of a problem question actually. Like what’s the reason they’re speaking with you today, right? Why not six months ago? How come they decided they need marketing stuff now? Not before. Okay. What’s the implications of those problems? Okay. So basically you can actually do implications by digging deeper a bit, like why. OK? So why they’re speaking to you today? Right. They’re going to say “Ah because we worked with a marketing agency before.”
Daryl Rosser: “Oh, why were you working with a marketing agency?”, “What’s wrong with the number of enquiries you already got?” Right. Dig deeper. What is the implications of their problems, right? There’s a real reason they need more enquiries and it’s not because they just want more enquires for the sake of it, right? It’s because they want to grow their business and maybe they’re not getting enough enquiries to grow that or maybe they’re working their freaking ass off managing this business, doing all this crap themselves and need to hire more people, but they don’t have enough business to hire more people and expand like that, right? What is the implications of the problems that they have and what is the pay-off? Right? In that example I just gave you, the pay-off, the need pay-off, is the fact that if they hire some people, they can stop working their ass off, they can stop stressing out, they can lower their blood pressure, may have to live a bunch of years extra than what they’re currently going live right now, and actually enjoy their life a whole bunch more, spend more time with their family and have a much, much better life, right?
Daryl Rosser: That is a huge, huge pay-off, right? So what is the pay-off? What is the result? If you remove those problems for them and help them achieve their goals. Okay? And that is my sales process as simple as that, right? Rather than getting on the phone with them and saying, “Look at me, my name is Daryl Rosser. I’m the greatest SEO in the world. Look at all these guys that say I’m the greatest SEO in the world. Now give me money. If you want to want to be awesome like me, come join us. Give me some money. Right? And I’ll help you out. Right?” That’s a terrible sales approach. But unfortunately, it’s how most SEOs seem to sell that crap, OK? That’s not how you want to do it, right? You want to qualify them. Find out if you actually can help them out and what exactly is going to make them buy. Okay?
Daryl Rosser: You ask them what their problems are, what their goals are, and you use that to sell to them later because you’re going to help them solve their problem. Now if you can’t help them, “Hey, no worries. Let me refer you to someone else, OK?” Always do that. OK? Don’t want to sell to someone that won’t actually benefit from your services. If they will benefit from your services, great. Let’s put together a plan of what you need to do. OK? And you call that the proposal call. Okay? You get on the phone and you’ll walk through a plan. Okay. Now what you’re doing this one is you basically just map out a plan. Here’s what you need to do to achieve XYZ goal. And you personalize this based on what they said in the qualification call, OK?
Daryl Rosser: So here’s what you need to do to achieve XYZ goal, which they told you already they want to achieve. Here’s what you need to do to get rid of this problem that you have right now, OK? And you walk them through this plan. You show them, “Hey, here’s your competitors’ rankings right now. Here’s your rankings. Here’s why. Here’s the number of backlinks that you have right now. Here’s the number of backlinks your competitors have. Here’s the actual links they have, here’s the search volume, here’s how many actual visitors you’re missing out on every month and all that sort of stuff right. You show them what your actual plan is, how they can alleviate this problem. Guys, I don’t care if they really understand everything OK, I’ll make it easy enough so that they understand it. So they understand the problem. I don’t care if they understand how to do it right?
Daryl Rosser: A lot of people are like paranoid and are like “What if I showed him this plan and they take this whole thing and go do it themselves?” Thank God, OK? If they take that plan and say, look, I’m not going to hire you, I’m going to do this myself. You just save yourself a heck of a bad client, OK? You do not want crappy clients like that, OK? So that’s my process. I walked them through, I educate them on this thing and I kid you not, 70 to 80 percent of the people that you deliver a proposal to will buy from you. By the way, the final step is follow up. OK? So FU, follow up right. Now follow up is hugely important because not everyone’s going to buy there and then on that call, OK? So make sure you send them some emails, you send a text, you send some lumpy mail to their door, whatever you have to do to get that deal closed because some people won’t buy it there and then on the call.
Daryl Rosser: But anyway, including the follow-up, right? About 70 to 80 percent of people will buy from me that I deliver a proposal to. And the reason being is because firstly this sales process is bulletproof, it’s epic, it’s the greatest thing I’ve ever found in terms of SEO. Right? But aside from that, it’s because you actually take the time to listen to them to find out if you can help them, and then if you can’t you send them elsewhere, OK. So you say, “Hey, you’re not the best fit for me. Let me help you out and refer you to someone else”, okay. “Based on what you’ve said, this isn’t a great fit, let me refer you to someone else. I love to really make sure you get that help that you need”, okay.
Daryl Rosser: That gets rid of some people OK. If they can’t afford a $1,000/mo, get rid of them. OK? You don’t want to deal with that shit. OK? So actually ask them on the phone as well like “Hey, what sort of budget you have for this campaign?” Just straight up ask them, it’s not that complicated. OK? You can play around with the numbers a little bit and get them to think a little bit higher. But just straight up ask them like if they say that they’ve got $500/month budget, screw them, don’t work with them, it’s not worth like $500 a month, right? It’s not that much money. OK? But that’s pretty much my sales process guys. And that’s just what crushes it for me over an over again.
Daryl Rosser: Lead generation to pre-communication, if you have to. So basically they email back saying they’re interested and you say, “Great, let’s schedule a call to go through more details.” Then once you qualified them, you schedule them in for a proposal call and then this is going to be a few days later where you put together a presentation, a proposal of how exactly you can help them, what exactly it is they need to do. You educate them on why your service is best? OK, that’s what we’re selling here. We’re not going to get on this call and say, “Look, we’re amazing SEOs. Um, you have this problem. We’re going to fix it. Give us money, right?” What I’m going to do instead is I’m going to educate them. Here’s why you need this. OK? Like I just did in this video, right? I’ve educated you on why you need to do this sales process, not just send them a proposal but do a qualification call, deliver a proposal, right. I’ve educated you on how to do that.
Daryl Rosser: Then I could quite easily say at the end, “Hey, would you like me to train you in how to actually qualify? Would you like me to give you my scripts and my proposal template and anything like that? I’m not going to do that. Right? But that’s what I can do there after you educate them. Okay. So educate them on why they need your services and at the end of it you go, “Hey, would you like me to do this for you?” Right. Educate them on why they need all this stuff. And then say, “Would you like me to do it for you?” It’s so, so simple because who are they going to hire? Once you walked them through the whole SEO process, they need to get more links, I do it really detailed, by the way, I show them about different anchor texts and stuff like that and how we calculate anchor text ratios, how we build our links, how we do all this stuff. Okay.
Daryl Rosser: Just step by step, here’s exactly what you need to do. Takes at least 30 minutes, usually around 40 minutes to go through the whole thing. And then, “Great, would you like me to do this for you? Would you like to see a package I put together to do this for you? Yes. Cool. Let me show you.” And then you go into it and then you make the pitch right? Super, super simple, but that’s my sales process, it works over and over again super, super well and I thought I’d create a training to show you guys this and I’m not going to give away a proposal template. Sorry guys. I give that away in my high-end stuff. Again, it’s not a pitch, but it’s all inside Scientific Rankings. I’ll put a link there if you want to join the waiting list because it’s closed right now, but that’s pretty much it guys. So lead generation, pre-communication, qualification call, proposal call. Hope you got some value out of this and I’ll see you guys in some future training videos. Alright? See you there.
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