Know how to deliver SEO results, but struggling to sell your services?
In this episode, Wilson Viera breaks down the best sales tactics to land those tricky sales, how to perfect your sales techniques, how to handle potential customer objections and everything in between.
- 04:26 – Why you should sell SEO services to clients
- 12:05 – Understanding the sales process including how to make a sale
- 20:45 – The perfect way to structure a sales call
- 22:10 – Wilson’s secret formula to handle customer objections
- 35:07 – How to close a deal
- 42:18 – Learning to build up trust and credibility with new prospects
- 45:05 – Wilsons advice on how to succeed
Need help growing your SEO business? Click here to have Daryl personally coach you.
Daryl Rosser: Welcome back to another episode of The Lion Zeal Show. I’m here with Wilson Viera. thanks for joining me.
Wilson Viera: Thank you guys.
Daryl Rosser: We’re talking sales guys. How you can go out there and sell your SEO services. A lot of guys are very, very good at what they do, do know how to provide the service, do know how to get epic results for their clients but they don’t know how to close clients. S
o in this interview we’re breaking down how to actually go out there and sell. What is sales? How to handle objections, what exactly to say when it gets to the end of the deal to actually close it and all that sort of stuff.
Really how you can go out there and get people to pay you for your services because when you deliver a great service you need to get people to actually pay you for it. So that’s what we’re talking about in the interview. Hope you guys enjoy it. Let’s get straight into it. Hey man, thank you for joining me.
Wilson Viera: Absolutely my pleasure.
Daryl Rosser: It’s awesome to have you on the show.
Wilson Viera: Thank you for having me.
Daryl Rosser: So for anyone who doesn’t know you already do you want introduce yourself? Like what it is you do.
Wilson Viera: Absolutely. My name is Wilson Viera. I’ve been in sales for about 15 years now. Started working with Yellow Pages way back. It’s obsolete now obviously. Yellow Book at the time had a strategic partnership with Google so I sold what’s now known as AdWords, which back then was called WebReach.
I was the top sales rep out of 300 reps for three consecutive years and dominated the East Coast. But long story short I ended up leaving Google and Yellow Book and really all corporate and-
Daryl Rosser: How long ago was this by the way?
Wilson Viera: Going back 10 years ago. I made the jump and never looked back. I decided I wanted to be an entrepreneur, help businesses grow and really provide customers the expected outcome because Google and Yellow Book at the time, even now in my opinion, are not.
This is why we’re all SEOs right? So that’s my story. Wilson Viera, I’ve been in sales 10 years and want to help share with the world what I know and really drill down on SEO and how to sell SEO specifically. But obviously this will include the entire gambit of sales and how to sell anything because once you can sell SEO you can sell anything.
Daryl Rosser: Same thing, yeah.
Wilson Viera: Exactly, you can sell a can of soda, an empty one even at that. We’ll get into that and I guess help everyone spruce up on what they feel they need and whatever you guys want to ask me I’m an open book today guys.
Daryl Rosser: Absolutely. That’s awesome man. What did you start out with? You left working with the agency and stuff?
Wilson Viera: Yeah so it’s funny. When I left Yellow Book I started to realize that these print publications were really obsolete and everything’s going online. Yellow Book even obviously did the YP, Yellowpages.com. I actually started doing hyperlocal directories so I started doing-
Daryl Rosser: Were you an online guy? You were technical or-
Wilson Viera: I’m not a technical guy. I’m a straight sales guy but I’ve always been able to hold my own online in terms of the digital knowledge and I can speak on it intelligently which is important. But I’ve always got a team to help me do the things that I can’t do. Obviously you need to know your limitations in life.
I’m really good at sales and my partner is really great at SEO, perfect combination. I dabble with WordPress, I know how to build sites. So what I do is I started a hyperlocal directory in Connecticut in New York called LookCT, Look New York, LookNY, Lookct.com. Now we own Look New Jersey which is not live yet, Look California, Florida, Nashville.
We have probably over 30 across the country and what I started doing was really helping local businesses that were paying for these print publications and not getting results to start showing up on Google.
What I started to realize was that through just basic content SEO on these platforms customers started showing up number one for all kinds of keywords. I started really ramping up the velocity of sales and now I have 318 clients to be exact throughout the tri-state area, New Jersey, New York, Connecticut.
Just paying subscription-based monthly services for these hyperlocal platforms. What they include is basically your online reviews so your hyperlocal credibility, some kind of description, inbound, outbound links to their content, things like that. Basic information, it’s like a Yelp. I compete with Yelp and-
Daryl Rosser: Just in that local area, not going-
Wilson Viera: Just in that localized, right. Like Connecticut, New York, New Jersey, California, those areas. Really started with those and then started realizing that there was a need for other stuff, for real heavy SEO lead generation, websites, videography.
I even do aerial banners now, I have airplanes flying around, I get permits in a week. But I dabble with a lot of different things. I own cosmetic brands now. But my primary focus is digital, online, SEO, getting leads for clients, getting results. I think that’s all I really focus on to be honest with you. To me that’s the most important part of what we do honestly.
Daryl Rosser: Why do you choose to sell SEO over all those other things you’ve done over the years?
Wilson Viera: I think SEO is … It’s probably the most important thing I think that … Every business needs visibility. Without visibility you’re not even an option. What I tell customers is, “Look, if I’m typing in pizza shop in Manhattan,” or let’s drill down to a town. So let’s say Port Chester, New York. Pizza in Port Chester.
You’ve got the maps and you’ve got your organic and you’re … I ask the owner, “You probably serve some of the best pizza in town right here,” and everyone’s cocky and eager. “My pizza’s the best.” Well you’re not even on Maps and you’re page eight of Google or page three, or page two, whatever. You’re not even an option.
Now Mr. Customer, if these other pizzerias that are probably not even as good as you are an option who do you think is getting that call? I think SEO is vital in today’s society, especially for businesses.
I think businesses don’t quite understand the strengths that come with that level of visibility and getting top placement on Google searches. Both for Maps, organic, whatever it is. Just being an option in today’s day.
Today we have more options than ever in life. So I think if you’re not at least an option to at least increase your probability of getting selected for the services you render you’re out of the game and you miss the boat. So that’s why I feel that SEO is really important, why I got into it.
Daryl Rosser: Cool man. I’m curious, these days … You’ve been in sales for what, 10 years?
Wilson Viera: Yep.
Daryl Rosser: You have the tonality down, you sound confident, you’re a good speaker. Were you always that way?
Wilson Viera: I mean sales is funny. Sales has the innate part where it’s the innate ability, the God-given gift of talent you’re born with. We all have that. But I always say to people, “I can teach sales, I can teach verbiage, I can teach tonality, I can teach overcoming objections, I can teach all those things.”
Be added to the confidence, so I think that’s something we’re born with. Either you have it or you don’t, that’s why sales is not for everyone. You can actually groom and fine tune someone to sell. The good news for everyone out there that’s doing SEO that’s maybe not proficient in sales is I can teach you guys how to do this.
We started a YouTube channel called SEO Sales with my partner. So definitely start following us on SEO Sales and we’ll give the URL plug at the end for everyone. I’ll be offering sales tips, trainings just for SEO.
But obviously if anyone needs other types of, whether it’s website sales or videography or whatever, logos, branding, we do all of it as a full marketing agency in Connecticut and in New York.
So I’ll be sharing all those tips but I really want to drill down on SEO since this is what we’re here for and just help everyone come to speed with what it takes to sell SEO and really how to close more deals. That’s really what it’s all about. We all want to make more money at the end of the day, we’re all in this to make more money and help clients so we’ll get into all that stuff for sure.
Daryl Rosser: For the guys that are shy, introverted, not very good at speaking to people would you recommend they practice and actually get good at sales or would you recommend they just hire sales people?
Wilson Viera: All right so there’s two things. If you’re a complete introvert and you don’t have the confidence or the anxiety … I mean a lot of people get anxiety speaking in front of people. In that situation if it’s not something you feel comfortable with I would definitely say outsource it.
Build a sales team. I have 36 guys working for me right now hitting the ground every day. Building a sales force is vital. If you know how to build a sales team and you can build a sales team the scalability is endless. The sky is the limit. But if you have the courage to get yourself out there try to get your first sale.
It is a numbers game too. Sales is a lot of, I don’t want to say luck because I don’t believe in luck. But probability, effort and just pure numbers. If you’re smiling and dialing you’re sending thousands of emails a day. It’s like you said to your point, you’re going to get someone to bite and then it’s following up and-
Daryl Rosser: Even if you suck at sales then-
Wilson Viera: Even if you suck at sales. So persistence is key. I think persistence, perseverance is one of those things. It sounds very cliché but I tell everyone, “Just keep pushing forward. All the energy you put out there becomes its own energy that propels itself in life.”
If you don’t put forth this energy every day then you’re just going to fizzle out like everyone else. I think the main thing and tip I can give to salespeople or anyone that’s looking to increase sales is wake up with a real purpose everyday. Again, cliché but I can’t stress this enough. Wake up with a real purpose, a real goal. When I wake up in my morning I’ll go to the gym, I’ll work out, whatever I got to do to start my day. I’ll wake up really early, usually 5:00 AM I’m up and ready to go. I know by 7:00 AM I’m gearing up so when 9:00 hits I’m hitting those phones hard.
Daryl Rosser: Today, still today?
Wilson Viera: To this day, yeah. To this day I’m … The reason I do sales now is just the thrill of the chase. To me it’s a game at this point. I made more than enough where I don’t have to do sales but I get bored if I’m not selling honestly. It becomes an addiction so I have sales rips out there. But I still link up every day.
I’ll have my goal setting, “Okay, I want to get 10 solid appointments today and I’m not going to stop until I get 10 solid appointments.” If you do that every day you’re going to get results because it’s almost impossible. I say human beings, if you put forth effort and you keep doing something every single day you’ll eventually master it.
It’s almost impossible for that energy to not propel itself but of course people get discouraged, there’s fear, there’s doubt, there’s all these things, the inner voice in your head.
You’ve got to eliminate all that stuff and just go full throttle at life I say. Definitely wake up with a purpose, wake up with real specific goals that you can hit every day and just don’t stop. Do it every single day. If you do that every single day you’ll get results. It’s almost impossible.
Daryl Rosser: 100%. Here’s a question for you. We were talking about sales today. What is sales? Like what do you see it as?
Wilson Viera: If you look up the actual definition of sales it’s I guess the exchange of goods and services or whatever right? For me as a salesperson, and I think everyone should take this for what it is, sales is creating a customer where one did not previously exist. If you look at any branding or advertisements that exist in today’s day and age that’s what it is.
If you see McDonald’s it’s we’re lovin’ it or whatever the slogan is. They’re trying to constantly get people to buy into a feeling and everything is an emotional buy in life. Sales is creating a customer where one did not previously exist but understanding the psychology of sales, understanding that everything’s an emotional buy. “Oh, I love the color of this shirt-”
Daryl Rosser: SEO is an emotional buy?
Wilson Viera: SEO is an emotional buy for sure because if you’re sitting in front of a prospect and you’re saying, “Hey, if I could increase your business …” Forget that. “If I could get your phone to ring an additional hundred times a day and you saw results and I got you to choose and pick and choose the most profitable pool of customers where you don’t have to pick the $100 customer, you could start choosing the $2,000 customer.
How do you think that would change your business? Or could you see yourself having to hire more people? Would you be able to take on that capacity?” Now you start painting this portrait for people. People are like, “Wow, he sounds pretty confident he can get me these numbers.
” And, “Wow, you know what? Yeah, wow. I would definitely love to take out a few more $2,000 a month customers and yeah, I can increase my staff and maybe get a new truck if I’m doing food delivery.
“Or maybe if I’m a dentist get another hygienist room. Yeah, that would make me more money.” Now it becomes emotional. So everything in life, no matter what it is you’re buying it’s an emotional buy. Whether it’s food, sneakers, whatever.
Everything is emotional. Look at all the water bottles here. I picked that water bottle there just because it looked cool the other day, it made me feel good. I was like, “I’m going to pick …” Water is water. But everything’s an emotional buy. If people understand that concept when you get out there in front of a customer think emotional about it. Like my fiance will go into the store and buy everything in the store.
Daryl Rosser: I got you.
Wilson Viera: Just because it makes her feel warm and fuzzy. She doesn’t even use half the stuff she buys. I tell people everything in life is an emotional buy, everything in life is based on emotions as human beings. So definitely.
Daryl Rosser: Specifically for SEO what elements make up a sale? What parts do you have to go, or processes do you have to go through?
Wilson Viera: There’s a few things that make up a sale. The first thing that makes up a sale in my opinion is enthusiasm. It’s contagious. If you’re not enthusiastic and you don’t have the right attitude no-one’s going to care about what you have to say.
You’re the first sale that’s made whenever you walk into a room period. In life period. We’re constantly selling ourselves anyway in life. So you move through life not realizing that you’re mingling, you’re networking with people, how you look, how you make people feel, if you smile at someone, whatever.
So enthusiasm is number one. That’s right in line with creating excitement. You want to be excited. It’s contagious, if you’re not excited about something how are you going to excite everyone? If I was like, “Yeah guys, SEO is great. Sales is awesome, I love it,” you could hear a pin drop right?
Daryl Rosser: Yeah.
Wilson Viera: I’m naturally excited about life because I love what I do. You have to really love what you do too. It’s all excitement, enthusiasm, loving what you do. The other thing is creating really good rapport with people. You want to create relationships and you want people to remember you. I always say, “Be memorable, be compelling in what you say.”
Daryl Rosser: How do you be memorable though? What is memorable?
Wilson Viera: When you’re sitting with a prospect, creating a memorable experience could be as simple as really great dialogue. I’ll walk into a room and if I see someone likes the Yankees I’m going to start talking about the Yankees. Someone likes the Mets, I’m going to start talking about the Mets.
Being a New Yorker whatever it is that they’re into, I went into an attorney’s office the other day and he had a picture of him and his son fly fishing. I don’t know anything about fly fishing. I started-
Daryl Rosser: That doesn’t distract by the way from the … Are you trying to sell SEO, doesn’t distract having a conversation about-
Wilson Viera: No because the first thing you want to do in sales is create that memorable relationship because you want to break the ice. You don’t want to just jump right into business. People are already tense, you’re coming to sell them something. So people are already uptight and tense to begin with.
If you break down those barriers for people and you create that friendly dialogue or whatever it is you want to do to break down those walls and barriers I think you’re going to see the prospect across the table just melt. They get easy and it’s like, “Oh look, a regular guy’s talking about fly fishing.” People love to talk about themselves. Get people to talk about themselves, that’s probably number two.
The memorable rapport and experience in a relationship. How did you make them feel emotionally? Third thing is probably I would say in sales is, you just listen. Really listen to the prospect.
A lot of times salespeople will show up and throw up. I say, “Just don’t do that. You have two ears, one mouth. Do twice as much listening as you do talking.” I’m obviously talking a lot now because we’re talking about it but if I was doing a sales call you’d be the one talking. I would just be asking all the questions.
The other thing that goes in hand with that is creating … Establishing your control, always staying in control of the sale. If you lose your control you lost the sale. What else?
Daryl Rosser: How do you do that by the way?
Wilson Viera: Maintaining control? I set the agenda. From the moment I get to what I call the sales call which is the actual meet and greet appointment, I think we covered this in the last video but I set the tonality of what’s going to happen today guys? I usually go, “Great. Thanks for meeting me today, I’m excited to be here. Here’s what I’d like to do to …” Here’s what we’re going to do actually.
Never make it about I, that’s the other thing. “Here’s what we’re going to do today.” Then tell the customer or the prospect, well he’s going to be a customer at that point if you’re good. “Here’s what we’re going to do today. I’d like to ask you some questions about your business because I’m genuinely interested in what you’re doing, I want to learn. And I’m going to share with you everything I can share with you about my business.
“And look, unless it makes absolute sense you don’t have to commit to anything today. Fair enough?” They’re going to nod their head. Keep getting them to nod their head throughout the sales presentation. At the end when you roll that contract over it’s as simple as, “Great, that makes sense?” Or, “Makes sense to me. What do you think?” It’s a great closing statement.
“Makes sense to me, what do you think?” We’ll go over closing statements. But slide that contract over, get an autograph, they’ve been there the whole time. As soon as you say, “This makes sense to me. What do you think? Great, let’s get started.” I don’t even ask like, “Hey, let’s get your credit card.” I assume the sale, that’s what I do, that’s what I’ve been doing. I always assume the sale. I always assume my presentation’s so damn great that you’re going to buy from me.
And if you don’t buy with that attitude you’re not going to get a sale. But I think the relationship, the enthusiasm is number one the relationships, listening, proving value. I think you have to prove value on a sale. If you cannot prove value meaning the value that I’m giving you is bigger than the cost that I’m charging you. If people can feel that they’re going to buy from you every single time.
Daryl Rosser: It has to be.
Wilson Viera: It has to be right?
Daryl Rosser: Yeah.
Wilson Viera: Those are some of the things, there’s a lot of things that make up a sale but I think those are the few things that do make up a sale. Then you have things like tonality, knowing who your audience … Who you’re talking to, all those things. But we’ll get into that in our own videos.
If anyone has questions I’m happy to break that down more granularly. The other thing I say in sales is always peel the onion layer back. If I ask you a question like, “How’s business?” And someone’s like, “Good.” I’m like, “Good like how?
How do you define good? Good for me is like you’re on a yacht checking your cash register from an app. If you’re not doing that Mr. Customer then … Church is mediocre in my opinion, no offense. I know what it is to be good in business and you’re average.” You don’t want to disrespect or make anyone feel like-
Daryl Rosser: Yeah, you’re not going to insult them.
Wilson Viera: You aren’t insulting. But I always break down when people are like, “Business is good.” Well good like how? Or things are great. Great like how? You want to probe so probing and asking questions is another thing I would add to what makes up a sale. If you’re not asking questions you’re not going to sell anything.
The other thing is you can’t go in and out. This isn’t a one shop, one deal closing. You want to stay in there for 45 minutes, get people to build … You want to build trust, you want to establish a motive to buy, you want to create an environment where someone feels comfortable and ready to make a buying decision.
Those are really the things that make up a sale in a nutshell so I think if anyone can master those few things, whatever four, five, six things that make up a sale, you’ll increase the likelihood of closing more deals for sure.
Daryl Rosser: What is the structure of your sales process? You cold call right?
Wilson Viera: Look, in today’s day and age there’s so many ways to reach a customer. Emails are incredibly … They work really well. I’m from that old school thought where I can get a lot … I can cover a lot more territory just smiling and dialing. I know if I have to send out a hundred emails, even if it’s a template it’s still going to take me some time.
Where I can smile and dial I at least reach more people and then I at least say, “Hey, I’m going to pop in this day, or at least I’m going to give you the commitment that I just wanted to introduce myself. But I’m going to pop in, I’m going to pencil you in right now. I’ll be in tomorrow at 2:00 so I’ll bring you … What do you drink, coffee or tea?” Whatever they say I’ll bring it in or I’ll at least start the rapport and the friendly dialogue at that point. So yeah.
Daryl Rosser: And cold calling and sales as in inbound, like once you got the lead, that’s a different process is it?
Wilson Viera: Yeah for sure. I do straight cold calls. I’ll find business cards, I’ll go to page three, four, five, six, seven, eight on Google. I’ll find the people that are hurting the most. Even the ones that are just on page two, just about to make it to page one but they haven’t got there yet. That’s a great way to do cold calling.
Another thing in sales is as a salesperson you always want to be observant. You always want to know your surroundings so if I see a billboard and I see a lawyer, an attorney spending, I don’t know, $50,000 on a billboard … Well hey, they believe in advertising, they believe in visibility. They’re a believer. If you’re not calling them you’re doing a disservice to you and even to them because they’re spending a lot of money on that billboard and you might be able to get them a lot more clients through SEO.
I think that’s something too that a lot of people fail to realize in sales is always be out there and ready to hunt and ready to service someone and really care about customers too. I think a lot of people in sales feel that it’s just about making money. If you’re in sales to make money get out of sales. Period. If you’re not here to make people more money and put them before you get out of sales. If you make people money or you help people you’ll always have a job. It’s like a plumber right?
Daryl Rosser: Yeah.
Wilson Viera: I don’t know how to do plumbing, hence why I’ll call a plumber. A lot of these customers don’t know how to do this stuff so if you can really think about the end result and think about the customer, I think Oprah Winfrey always said something like that. I think it was like, “I never ever thought about money. I thought about helping people.” It’s really true though, I mean it really is.
Daryl Rosser: She must have thought about money a little bit. Come on, man.
Wilson Viera: Honestly when I started this I really had the mindset, honest to God about I just wanted to help as many people as I could and create a name for myself. The money was always secondary to me because I always felt-
Daryl Rosser: And it was there? I’m not saying that it’s like, “Get the fucking money.”
Wilson Viera: Yeah right. I mean I wasn’t like, “Just fucking fuck man, I’m just chasing money.” Obviously we all love money. Any salesperson who tells you they don’t love money is full of shit. We love money, I love money more than most people but it’s a secondary thing. It’s not the main thing in my life. The main thing for me is I want to help as many people as I can because I know if I do that the money’s just going to come in. It’s going to fall on your lap at that point. So that’s my mindset, my attitude towards money I guess.
Daryl Rosser: So your process is you’re cold calling, it doesn’t matter however you generate the lead, it doesn’t matter. And then you meet them in person, 45 minutes right?
Wilson Viera: At least 45 minutes. A sales call needs to be 45 minutes. If you’re doing anything less than 45 minutes I can almost guarantee you 95% of the time you’re not going to get a sale unless you’re insane and … I’ve never seen it done. No-one goes in there in 10 minutes and makes a sale. It’s impossible.
Daryl Rosser: I know you want the call to be 45 minutes for the meeting. Time is when that certain prospect is just more ready to buy and they’re just like 10, 20 minutes into this?
Wilson Viera: Well 10 to 20 minutes in is like you building that friendly dialogue and that rapport. Usually the first question I ask people is, “Hey, how did you get started?” Because I know they’re going to talk my ear off for about 15 minutes and I’ll just kick my feet up, hand back, I’m just laying back in the chair.
I’m letting them just talk about themselves. 20 minutes will go by, boom. I’ll start my first real question was, “How’s business doing? You know, how’s your business right now? You know, what would you … If you could wave a magic wand in your business right now what would you change?” That’s a great question.
You’ll get all of your meat and potatoes right there. Then extend it to 45 minutes because it takes time. You meet someone, you don’t trust them instantly. You want to build that trust and that rapport with people and if you can do that in 45 minutes you’ll have a sale.
Daryl Rosser: Absolutely. You go through this process, you get near the end and we’ve got a little thing here. OSEOA so the objections.
Wilson Viera: You won’t find this anywhere online. This is proprietary stuff I’m sharing here. You have your objection, so the customer will say, I don’t know, “I don’t advertise, or I don’t believe in advertising. Listen man, my pizzeria has been here for 50 years, everyone knows me, I’m good thanks but I’m all set.” We hate to hear that as salespeople.
One of the things I’ve created for SEO guys is the SEO overcoming objection acronym. The objection, you have the objection, boom. “I don’t advertise.” So the S in SEO, if you guys remember, SEO, you’ll never be able to not overcome an objection. So the S is just state what their objection was again.
Almost like restate it in a sense and say, “Well Mr. Customer just to be on the same page so I understand you correctly what you’re telling me is you don’t believe in advertising because you’ve been around for 50 years, you probably feel everybody knows you. Is that correct?”
He’s going to be like, “Yeah.” Then the E in SEO is empathize. You want to say, “Look, I can appreciate that. In my experience if I felt I was here for 50 years and I didn’t need any new business I’d probably feel the same way.
” He’s going to be like, “Yeah great, you understand the customer.” You empathize right? They’ll always overcome it. “But Mr. Customer, if I drove out, I don’t know, half hour and I took you in my car and I asked ten people if they know you I’d almost guarantee a bunch would not know you.
Probably maybe even all 10 because there’s a lot of other pizzerias here. Matter of fact I’d be willing to take you in my car and let’s drive out half an hour and I’ll even ask five people. If one of them knows you I’ll give you this entire thing for free.” Guys are like, you don’t want to do it because they know that not everybody knows them.
The other thing is, “You do advertise Mr. Customer. Look, it’s 2017. If I type in your name I’m sure there’s a bad Yelp review, bad TripAdvisor review. Hey, that’s advertisements. Just bad ones that you’re not in control of.
Let’s take control back in your advertising, let me show you how to actually get better advertising and hence better results. You do advertise, you have a sign up there. If I brought my screwdriver and took your sign down you probably wouldn’t care then right? Of course you would. Your business card?
That’s an advertisement. Your T-shirt? That’s an advertisement. You do advertise, you’re just not in control of your advertisements. If I can help you gain control of your advertisement you’ll make a lot more money. I can guarantee it. And let me show you some of the results I’ve achieved for other pizzerias outside of your area that had similar concerns to you and are now making a lot more money.
“And a lot more people actually know them now.” SEO, and then the A, the end is the acceptance. You want them to eventually … You want to overcome that and accept it. So S, state their objection, E is empathize, O, overcome it and you get to the acceptance part where they’re just like, “You know what? You’re right.”
It’s not so black and white. I mean you guys have got to practice this and there’s a lot of objections and every objection is different. But for the most part you hear about the same five objections. All the objections come down to one thing, it’s fear, doubt and maybe they really don’t have the money. Maybe they really go, a lot of people are like, “I can’t afford this.”
Daryl Rosser: Whoops, ripped off a page. But that’s a small number of times that that actually applies right? That they don’t actually have the money to afford it.
Wilson Viera: I mean because if someone says, “I don’t have the money,” I mean I always say that the best thing to say to that is, “Well look. Do you see the value in what I’m …” If you show value money becomes almost obsolete.
I don’t mind being in, I don’t see the value … I don’t mind being in the room where people see the value. I don’t want to be in the room where people don’t see the value and it’s just a money issue. But if it’s just a money issue and they see the value I’m okay with that. I can deal with you seeing value but it’s a money issue because I can work with you on money. I can’t work with you if you can’t see the value on what I’m offering you.
Daryl Rosser: Is that your fault for not positioning the value correctly?
Wilson Viera: Absolutely. Another thing that salespeople fail to do is to realize that, “Hey, if a customer doesn’t see value don’t blame the customer. Blame yourself.” You obviously didn’t do your job, you didn’t show enough value. So put the ownership on yourself and take a step back and say, “Hold on, well I’m sorry Mr. Customer.
Maybe I didn’t show you enough value and that’s my fault and I apologize. Let’s take a few steps back. Let me show you exactly what it is that we can do for you.” If you guys can master that part, just take your ego out of the equation. Understand that there’s another human being across from you, maybe you just didn’t do your job and that’s okay.
Take a step back, resell them on the value and establish that value and create a motive for them to make a buying decision. And then you will get a sale.
Daryl Rosser: I like something you said last time we were talking where you said if you get to the end and you don’t manage to close them you apologize to them.
Wilson Viera: Absolutely. I would always say again, “I apologize, maybe I didn’t do my job today and maybe I didn’t show you enough value.” Again it goes back to showing value. If you can show value to the customer you’ll more than not make a sale for sure.
Daryl Rosser: Absolutely. I also like what you’re saying about empathizing with them rather than just like, “That’s wrong. What are you talking about?”
Wilson Viera: Exactly. Definitely empathize with them, let them understand that, “Hey, I understand your concern.” I’ll give you a great example of an objection I got not that long ago which actually was, “I don’t believe in advertising, I don’t believe in SEO, I don’t believe in this stuff, it doesn’t work.” So I said, “Well Mr. Customer,” again going back to the SEO I stated.
“If I understand you correctly you’re telling me you don’t believe in advertising because you just feel it’s not going to be beneficial or an asset to your business. Is that correct?” They’re going to say, “That’s exactly what I said, yeah you’re right.” And then empathize. “Well look, I can appreciate that and I think if I had some bad rounds of advertising and a lot of budget to spend I think I’d probably feel the same way. But let me ask you this Mr. Customer,” and this is where you overcome it.
“If your phone stopped ringing right now would you just throw it out? In other words if you’re a pizza shop let’s say, if your phone just stopped ringing right now, all your deliveries stopped would you throw out your phone?
No, you’d call a phone repair guy to come in here and fix your phone because that’s a lifeline of your business. Deliveries and people taking out and all that stuff. Well same thing applies here. Don’t throw out your marketing, marketing works. Consider me your marketing repair guy. I’m going to come in here, I’m going to fix your marketing because it’s been done incorrectly.
I’m going to show you how to get your marketing to work for your business and if you just give me a couple of months I’ll actually show you results you’ve never achieved before.” That’s how you overcome.
So the SEO is a great way for you guys to remember. You can overcome almost any objection that way if you start really planning these things out that way.
Daryl Rosser: So we’ve got a few of the most common objections that you run into. Do you mind if I just read them out and you can say how you deal with them?
Wilson Viera: Sure.
Daryl Rosser: We’ve got one saying, actually I’ve seen this a lot. “It’s too expensive, I can’t afford this, the price.
Wilson Viera: I love that one. So it’s too expensive. There’s a few ways to handle it’s too expensive. The first one is the, for every dollar you give me I’ll give you four or five back Mr. Customer. And that’s how I want to work with you day in and day out and you’re a smart business owner right? If we worked in that fashion day in and day out would you continue working with me?
In the morning at 9:00 AM if you gave me a dollar and at 5:00 PM I came back and gave you five back would you do that every morning? Of course you would. You’d be more than doubling your profit and you’re in business to do what Mr. Customer? Make money. And I like to think you’re an intelligent business owner because you look like one.
So here’s what we’re going to do. If we work that way you’d continue working with me. What if you didn’t have that original dollar in your budget to begin with?
“Wouldn’t you go out and maybe ask a friend for 50 cents, go under your car, find a couple quarters? You’d find a way to do that knowing that I gave you the commitment I’d give you five back at the end of the day wouldn’t you?” So that’s how you overcome that one. The other thing is when you have your contract there in front of the customer I’ll take stuff away.
I’ll start crossing stuff out. I’m like, “Great, no problem. So it’s too expensive. Well tell me what you want to take out.” All of a sudden people start freaking out because if I’m giving you five or six market areas that I know are important to your business that you’ve never been able to saturate or penetrate and I say, “All right, so you don’t need this area, you don’t need this area. What about this town?” Early on in my questions I established the motive for them to be interested in those particular towns because I say, “Where are you pulling business from?”
Just draw a big map on a circle, give them the pen, let them engage the customer. Have them start filling in on that paper where they want to pull business from. “You want this town, what about this town? Are customers coming this far for your pizza? Yeah okay, awesome.” Now at the end it’s too expensive.
“Okay well why don’t we just take out these five towns? Let you focus on one town and we’ll do it for a thousand a month as opposed to five thousand a month.” So now you hear them kind of freaking out. Nobody wants to take a loss so if you start taking things off and people say, “I can’t afford it,” that’s really a great way too. I always say, “For every dollar you give me I’m going to give you five back.” If we can work in that fashion that’s a great way to really show that you’re committed and that you’re going to be obsessed about growing their business.
They have to know that this is going to become an obsession for you. Unless you’re obsessed about this don’t get into sales.
Daryl Rosser: That’s awesome man. I don’t really call this an objection but I get why you need to actually dig from there. They say like, “Let me get back to you on this.” Like cut you off or something.
Wilson Viera: Let me get back to you, well it’s really, let me get back to you just means it’s an … These are all excuses guys. This is all an excuse because they’re just fearful or they’re doubtful or they don’t like you or whatever or they’ve been burned before. Let me get back to you, I would say it’s really somebody …
You could just be like, “All right, fair enough. How long do you feel you need to think about this?” Put the ownership back on them. They’re going to say, “I don’t know.” “Well in about a week, would a week work for you? Yeah great. Take out your calendar, yeah great. I’m going to pencil you. I’m going to be popping in here at 2:00 PM next Thursday. Does that work for you?” Commit, make them commit to you and don’t walk away. If you leave a room when someone says, “Let me think about it” or something like that you lost the sale.
If you leave the room you lost the sale. The other thing is let me think about it really … If you really understand the psychology of human nature in sales let me think about it, I would say something like, “Look Mr. Customer, with all due respect I’ve been in sales for a long time.
When someone tells me, “Let me think about it” it’s usually for one of two reasons I would say. Either they’re interested and they saw value in what I’m offering them or they’re interested and saw value but they’re just not sure. Which one is it?” He’s probably going to say, “Yeah no, I see the value. I’m just not sure.
” Well in that scenario Mr. Customer when I hear that someone sees the value and they’re interested in what I’ve offered them because they see that this is a good fit for them then they’re not sure. That usually breaks down to three things.
“Either they don’t think it’s a good fit for them, they didn’t see the value in this, maybe they don’t like what we’re offering or it comes down to monetary issues. You don’t just don’t have the money for it. If you can then overcome those three things they’re going to bite because if you can get over the fact, “Do you feel this is a good fit for your business?
Based on everything I’ve discussed with you today and I showed you how I helped Joe’s pizzeria out, your south pizzeria, Joe’s pizzeria is making, I don’t know, $100,000 extra a year in revenue. Do you see how that might help your business?” They’re going to go, “Yeah.” “So it’s a good fit for you?” “Yep.” “Great. So you see the value?” “Yep.” So now it comes down to price. “Is it just about price?” “Yeah.” Great, now you got down to the actual-
Daryl Rosser: You actually know.
Wilson Viera: You peeled that onion layer back as I said and get down to the nitty gritty. If it’s about price that’s a good room to be in. You don’t want to be in the, “I don’t see value” room. If they see value and it comes down to price you can work out price with the customer, bring it down or give them a middle tier. You don’t have to give them the top $5,000 package.
Say, “Look, if it’s about price I can give you something that’ll substitute this top placement package program that we’re offering and maybe give you something that is a little bit less aggressive. You maybe don’t want to go that aggressive.
We can go less aggressive, we can take things off Mr. Customer.” They’re going to be like, they don’t want the middle tier because this is what I recommend. If you just try this program I’m offering you’re going to get the results you’re looking for.
I want to give you the expected outcome that we agreed to earlier and we were discussing. If that’s the expected outcome that you’re looking for we should really go with this program. This is my recommendation. Don’t ever steer away from your …
Stick to your recommendation because the other thing is people are going to want all kinds of deals. The second you start cheapening your brand you’ve already lost. You don’t want to give away deals because it becomes a trust issue. It’s like, “Wait a second, you were pitching this at five thousand.
Now it’s $50?” So stick to your $5,000 and don’t give everyone a deal because people that want deals will always want more deals. You’re conditioning them to always expect a deal whenever you go back to upsell them. “Oh, well this was going to be $10,000. Can you do it for five?” “No.”
Stick to your guns and not every customer’s a good customer guys. That’s another thing to remember. Not every customer is a good customer. There are going to be customers you want to walk away from and that’s okay. Don’t just think about money, money, money. Think about your time is money, your energy, your sanity is money. If a customer is driving you nuts that’s not a customer you want to work with. That’s the other thing.
Daryl Rosser: Is certain traits you look for when you’re on the phone or you’re meeting a person, is like, “This guy, I don’t know if I can take his money. This guy’s going to be annoying.”
Wilson Viera: You know it’s tough because some of the worst customers that I thought would be the worst customers turn out to be my best customers. So I never generalize anyone. Some people are just having a bad day when you call them, some people are just … They don’t know you, they get a million sales calls like this every day so you’re already rubbing them the wrong-
Daryl Rosser: You have respect for that as well right? Every single day, all day.
Wilson Viera: Every day all day they’re getting emails or phone calls from people like us right?
Daryl Rosser: Yeah.
Wilson Viera: So you have to understand that when you’re calling them you can’t take anything personally, you have to be thick-skinned. In terms of to answer your question in terms of traits I look … Everyone is a prospect. When you sit in front of them you want to pick apart their entire marketing campaign, find their pain, find their hot buttons, find their establish to buy, their motive to buy and then based on those things you’ll get your sale.
Daryl Rosser: How do you close the deal? This is a big thing everyone got stuck for. They go through this presentation
Wilson Viera: With the presentation, now you’ve got to ask for your money.
Daryl Rosser: You get to the end it’s like, “Boom. What did I say?” They freak out.
Wilson Viera: What do I say now right?
Daryl Rosser: Yeah.
Wilson Viera: Closing statements, we can get into that. I mean that’s easy stuff. If you showed value in your presentation and then you … You base your recommendation on what the customer told you and what their expected outcome is it’s as easy as saying, “Mr. Customer, do you see how this is going to help your business? Or do you see why this makes sense?”
They’re going to go, “Yeah.” If they say yeah that’s a sale. They nod their head right, that’s a sale. “Let’s get started,” I just assume the sale. People overthink that. I think if your presentation was a solid presentation I’d start filling in the contract already just based on what I know they need.
Daryl Rosser: Just sit it in front of them, write it up.
Wilson Viera: Right in front of them. I’m like, “Great, so let’s talk about … Here’s the piece of paper, here’s a radius, here’s where you area. Give me some towns you want to pull business from, boom.” As they’re filling them I’m like, “Great.” I’m already filling in the address, their information, I’m just assuming … He’s writing some stuff down, he’s interested. Great, boom, boom, boom, boom, boom, “Great. Those are great towns you selected Mr. Customer.
Awesome, let’s get started.” It’s as easy as let’s get started, and “Let’s get your autograph and let’s get started. Congratulations. This is going to be the best decision you ever made this year. I’m so excited to work with you.” That’s an easy close.
Daryl Rosser: I like that by the way, congratulations.
Wilson Viera: Don’t ever say thank you because then it’s about you, they did you a favor. You’re doing them a favor, remember that. I never say thank you for anything when it comes to the doing business. It’s congratulations at the end of it. A lot of the people, I thank you. Definitely not my stale, congratulating you.
You have to feel empowered, you have to feel like you are the best part of their day. You’re the best thing that ever happened to them this year and it’s true. You are, you really are. If you can make them that much money …
Daryl Rosser: You provide a good service right?
Wilson Viera: Absolutely. If you’re providing a great service then you are the best thing that’s happened to that business. Another great, I think Grant Cardone has taught this one but I’ve been doing this one for years even before I even knew who Grant Cardone was is the one through 10 close. So what would you rate, out of everything we discussed today … I think it was Grant Cardone, forgive me if it’s not.
Daryl Rosser: Yeah.
Wilson Viera: It was right, the one through 10? Out of everything we’ve learned today guys or Mr. Customer what would you rate everything we discussed? They’re going to say out of one through 10. I don’t know, it’s a seven. I would say, “Well okay. Well what would make it a 10?”
It’s as simple as getting them to tell you the additional things that would make it a 10. We know we can offer that, great, I just made it a 10 for you. No more objections? Let’s get started.” That’s a pretty good one. I like to keep it real easy. Make sense, what do you think? Or makes sense to me. Do you see how this is going to help your business, or let’s get started. It’s that simple. I don’t think you have to complicate the close. If your presentation was solid just make your recommendation. If you showed value they’re going to sign, get their autograph and get out the door.
Daryl Rosser: I’ve had people separate sales into, there’s the sales and the closing and the closing part doesn’t start till the minute you ask them for the sale.
Wilson Viera: Well if you asked all the right questions and there was an engagement they’re probably already sold. If you start-
Daryl Rosser: Most people sign from the minute you just presume to close and just give them the contract?
Wilson Viera: Yeah. I like to close on call one. But to that point if a customer calls you back, let’s say they say, “Let me think about it” and you’ve gone through all your objection handling, they still say, “I still need to think about it.” You can keep pounding them if you want but you’re probably going to lose respect at that point so I wouldn’t do that. Sometimes you have to understand that they’re going to think about it.
But if they call you back again a second or third time you’re definitely getting a sale. Nobody’s ever called me back a third time to not buy something from me. I don’t fear the … And follow up, constantly follow up. Just giving you a polite follow up, wanted to make sure I didn’t forget about you. Something as simple as that.
Daryl Rosser: All just phone calls or …
Wilson Viera: Yeah. If someone says, “Let me think about it” you have to call back right?
Daryl Rosser: Yeah.
Wilson Viera: A lot of salespeople are like, “Oh man, I got this guy.” They almost get nervous to call people back. Don’t get nervous. Just say, “Look hey, it’s Will again, it’s Wilson. I just want to give you a polite followup, let you know I didn’t forget about you when we spoke last week and want to see where we’re at with things. But I’m going to pop in this week maybe Friday around 3:00. Does that work?” Don’t even give them an hour, just let them know that’s when you’re coming in.
Daryl Rosser: That’s awesome, awesome man. Once you’ve gone for that initial close that’s when I guess the objections start coming out properly. Before that they just go like, “Oh this is great, this is great, this is great.”
Wilson Viera: Everything’s great and you’re asking for money all of a sudden these crazy scenarios just popped up like … It’s just human nature I think. Recommendation, the sales process is really … And I’ll go through this on our SEO Sales channel on YouTube. But set the agenda, set the tone. In the beginning make sure they’re the decision maker because if you-
Daryl Rosser: That’s important yeah.
Wilson Viera: Give a billion dollar presentation at the end of this whole thing they’re like, “Yeah I got to ask my partner Robbie.” Oh my God, you’re like, “I didn’t even ask to see shit.”
Daryl Rosser: But how do you know, how do you find out about insulting that person like, “Can you actually make a decision?” There’s a right way of doing it right?
Wilson Viera: Yeah. I would just assume, give them a compliment. I would just say, “You look like you’re the boss here right? You look like the boss here. You’re the only decision maker? Because you look like the only decision maker.” Give them a compliment, they’re like, “Yeah, I’m the only …” “No, my partner Robbie.” “Okay, listen …” So I close up my book and I say, “Look, I’m going to give you a billion dollar presentation but just like you know your business and I don’t know it I know my business just like you don’t know it.
So you’re not going to be able to relay this information to Robbie properly. So why don’t I come back when Robbie’s here and both of you guys can sit here and actually make sense of this? Because this is going to be something real valuable for both of you and I really wouldn’t want Robbie to miss this.
“It’s going to help both of you guys. And if he’s got an interest in this business as much as you do he’s going to want to sit here and listen.”
Daryl Rosser: Do they ever say that like, “Oh it’s kind of busy. He doesn’t really involved with this stuff.”
Wilson Viera: Well yeah. If he doesn’t get busy I would say so you’re probably going to have to make a decision to say. This all makes sense, then you’re going to be making a buy decision today? And I would put the ownership on them and they’re going to say yes or no. That’s how you overcome …
That’s a big thing in sales. A lot of people forget to do that and they jump right in there and it’s like, “Oh God. I just wasted an hour of my day and I’ve got to come back next month,” or whatever. Definitely qualify your prospects as much as possible. Even when you get there build relationships, get all the objections out of the way early on. If you’re not a decision maker let’s get that objection out of the way immediately because at the end you only want to have like one or two objections that you can overcome.
You don’t want to have all these objections plus the fact that I have a business partner who’s not here right now that I have to run all this information by because that’s just going to waste your time.
Daryl Rosser: Is there any other pre-objections as you call it that you have to hit first?
Wilson Viera: No. I think are you the main decision maker is the best pre-objection. Everything else is going to be a smokescreen or fear-based and really an excuse in my honest opinion. So just be prepared to get hit with a lot of excuses from your customer. Just keep showing them value. If they really believed in their heart that for every dollar they give you you’re going to give them five back everybody would sign up with you.
Daryl Rosser: Every single person yeah.
Wilson Viera: Everybody would sign up with you. Just keep that in mind and really know and become obsessed about providing that $5 or whatever it is at the end of the day for them. If you always think that way you’ll always have customers period.
Daryl Rosser: On that point how do you build that trust up and that credibility up with that person, especially if you just met them like you-
Wilson Viera: You just met them, right. They don’t know you, they don’t probably like you whatever. References, I think showing results. I’m a results-based company. I wouldn’t want to work with you if I couldn’t provide you the results so let me not sell you on me. “Listen, let’s go online, let’s go on a few sites from customers that I’m working with right now. Here are their numbers, that’s really their phone number. I’m not having you call my cousin Joe.
This is Chris from this company, ABC Roofing, whatever. Call Chris and let him sell you the value I brought his business. Because I’m sure if my customer’s selling the value I brought their business you might believe me a little bit more and I have to eliminate your doubt and I get that. Also I’m prepared to do whatever it takes to earn your business Mr. Customer.
“So you can call a million references of mine if you happen to do that because I understand you don’t know me and a lot of sales guys and marketing guys before me have come in here and made my job that much more difficult. So guess what? I’m going to eliminate your doubt and I’m prepared to do whatever it takes to earn your business.
But I understand Mr. Customer before I earn your business I want to earn your trust.” If you can’t earn their trust you’re never going to earn their business. So eliminate doubt, give references, testimonials, show results and you’ll definitely get some sales.
Daryl Rosser: For the guys that are, we’re in Chiang Mai right now so those guys that are based here, they’re targeting clients in the US, in Canada, in the UK. Can they do this over the phone?
Wilson Viera: They can. The hour difference might keep them up real late.
Daryl Rosser: This would be for the US or Canada yeah.
Wilson Viera: But yes, you can certainly do this over the phone. It’s a lot more difficult if a customer is the type of customer that wants some hand holding. Some customers just want to see you, they want a face, they want to feel that there’s someone local.
That becomes a big deal when you’re talking about these high-ticket items because people don’t want to just drop $5,000 and feel like I’m never seeing this guy. Unless all of a sudden from day one you’re giving them $10,000.
But yes, you can certainly do this, especially in our line of work. If we have references, testimonials all over the world I think you can overcome that. The main thing here is explaining to the customer, “I’d love to see you and grab coffee every week but you probably just want to get results from me right? That’s about all you care about.
“And if I got you results but you never saw my face in-person would that really make a huge difference? If I really made you a million dollars extra this year you’d probably send me a Christmas card every year at the end of the year and you wouldn’t care if you ever saw me,” right?
Daryl Rosser: Absolutely.
Wilson Viera: Yeah, SEO guys that are not locally-based, you can still do this. You can email, you can cold call, don’t be afraid. Just jump in there and roll up your sleeves and jump right in.
Daryl Rosser: Here’s another objection for you. SEO takes time and it’s going to be six, 12 months possibly before you get any sort of results. A lot of prospects will freak out when you’re like, “Yeah, this is going to take six, 12 months before you get any money back.”
Wilson Viera: They do. What you want to explain early on is that this is a long-term commitment right?
Daryl Rosser: Yeah.
Wilson Viera: “I’m going to hand hold you throughout this process, I’m going to share with you, I’m going to show you … I’m going to provide insight, I’m going to educate you, I’m going to help your business grow. But Mr. Customer, whatever was done previously has not been done right because you’re not where you want to be.
So I’m going to do everything I can to get it done right now properly so that in six months this is just on autopilot and everything I’ve done up till that six month mark is going to really streamline your business and become its own energy where it’s just going to be snowball effect now.
The energy will propel itself Mr. Customer. But I have to be honest with you, this is not a one shot deal. This is a long-term commitment and if you’re in it for the long-term which I know you are because you’re a business owner then you’re going to love the results I provide you.
“Because you’re never going to go back. I’m going to be the last marketing guy you ever need to work with, the last SEO guy you ever need to work with period. That’s all I want to get out of this.
So yes, it’s going to take some time but if at the end of six months or the end of three months you don’t get the results that we agree to you can cancel because I don’t want you working with me. But I give you my word for whatever it’s worth you’re not going to cancel. We’re going to work together and we’re going to continue to work together because I’m going to make you more money.”
Daryl Rosser: Awesome. Any final thoughts to wrap this up on?
Wilson Viera: Be people of action, don’t sit there and dream this up all day and take note. Sometimes you’ve got to just jump in. Don’t tip your toe in the water, just dive right in. Wake up every day, be people of action. Just do, do, do, do, do. Don’t think too much. A lot of people are just dreamers and they keep dreaming.
You end up just wasting time. Don’t delay your progress in life. Jump right in there, do what you have to do, make the phone call, get the fear out of you. You’re going to fall a couple times, get back up, dust yourself off.
It’s life, guys deal with it. If this is something you really want go out and get it. Anybody can do this, it’s not rocket science. I always say that. Be enthusiastic, be excited. Share your experiences with people. Be a human before you’re a marketer or a sales guy or SEO guy and just think about the customer. Just render great service to people, you’ll make your money back tenfold.
Daryl Rosser: Absolutely. Thank you for joining.
Wilson Viera: Awesome. Likewise. Thank you guys.