Before my thought pattern was interrupted by bloggers dropping dead at an alarming rate (Bloggers Working Themselves to Death?) I was discussing what you should be looking for as you try to decide who will have the honor of doing your company’s SEO work. I am not kidding when I say honor either. You eventually should be deciding on a provider who is excited to have your business and is looking forward to partnering with you and not just treating you like another client / monthly fee.
One of the best ways to determine if your SEO suitor is worthy of your business is to pay particular attention to the sales process. In my last post on this subject it was mentioned that you need to see that your sales contact has some level of knowledge. Now don’t expect your sales person to be a technical wiz regarding the intricacies of search. Most are not but that’s OK. If they have basic knowledge and they express confidence in their company’s ability to deliver then that is a good start.
There is one area, however, that I would not compromise on and that is that your SEO sales person exhibits a consultative approach to search and looks to truly apply it all to a business objective / metric etc that is important to you and your business. It’s real easy for someone to come into your business and rattle off a bunch of impressive jargon but never actually talk to you about your business. I have found that in the vast majority of sales calls I have been able to draw information out of a company representative ( I am trying to avoid using the word prospect because it sounds sooooo salesy) that has started a thought process around new marketing ideas and untapped targets. Now I am not saying I am a master sales person by any stretch. What I am saying is that by listening to the needs of the business or project owner more often than not I can ask a few simple questions or just guide a conversation in a certain direction and they are off to the races coming up with their own great ideas. Who knows their business better anyway?
Search marketing, and the process of truly examining it for a business, forces someone to look at their business from the angle of their customer or prospect. Well shouldn’t that be happening every day in a business? Ideally yes but in reality it doesn’t happen as much as one would think. The pressures of the day to day often make it difficult to pay attention to the level that helps make good business decisions. I look at my job as helping my potential client to slow down and truly think about their marketing and what potential is out there. Once that happens the rest is easy for them. The beauty is that now my company looks like a true partner and not just another vendor. That will make all the difference in the delivery and performance of your SEO campaign.
SMB Takeaway: Make sure that the sales process is consultative. Make sure you are doing most of the talking and thinking and not being directed toward some canned SEO delivery. Your business is unique and it demands that your SEO provider approach it as such.
I’ll have some more to say about this whole SEO and sales thing shortly.
Thanks and have a great day!
{ 0 comments… add one now }