Your Progress

CLIENTS

(Picking Clients)

6% Complete

Coming Up

Clients 4.2

Next Lesson ➞

Looking for video transcript?

See Complete Video Transcript Below...

Show Transcript +

Hey, guys. This is SEO Floyd, and in this section, what I would like to talk with you about, very briefly, is your ideal client. Your ideal client is going to vary somewhat based upon where you are, in your SEO business. In the beginning, when you are growing your business and growing your brand, you may want to go after people who are on the lower end of the pay scale and either maybe do some work for free, for testimonies or proof. Okay?

When we are starting off, we have got a little bit of a different playing field than what we are wanting, fairly quickly. Of course, the more progressed you are, in your business, like any business and any craft, the more money you can command, the more you can pick and choose who you are going to work with. Okay? One of the reasons that I love being an SEO is that I work for myself, and I have the ability to hire and fire my clients at will. To be honest with you, it is one of my favorite things about what I do for a living. Even more so than working from home and being lazy, I love the fact that I get to choose who I work with. As an SEO, you get that option as well. All right?

A couple of things that you definitely want to look for. As we have covered, or are going to cover, depending on when you are listening to this video in the course, one of the best things, one of the best factors that we can use, to determine who is going to be a client that we are going to want, is going to be based on someone who, A, already understands the value of online marketing, and, B, is already paying for it. We are going to talk about that rationale more, in some other training, in the course, so I am not going to expand upon it here, but those are two things that you definitely want to look for, because one of the hardest things to get is that initial buy-in from the decision-maker about SEO. It is one of the toughest barriers that you have to overcome when you are trying to get new clients because some people don't understand what online marketing is all about.

This is especially true if you are talking about an older demographic. The younger demographic, more than likely, they are going to understand how important online marketing is, and the fact that people hardly ever go to the Yellow Pages anymore. Right? Google is basically the new Yellow Pages. That is the first hing.

The first client that we want ... this is, really, again, so that we can convert them into ... the first prospect that we want, that we can convert into clients is going to be someone who is already paying for online marketing and understands how it works. I show you several techniques for finding those people in a different part of the training, but, likewise, anyone who is paying for marketing and advertising at all, again, that is someone that we want. Okay? A lot of the questions that we ask, in our discovery form, which I include in the course, are going to help week out a lot of these people. If you were to simply look at the questions that I ask on the discovery form, it would tell you some of the things that we are going to go over right now.

A couple of things that I want to hit ... and these are not in any particular order, okay? These are some of the things that I want you to be thinking about. Again, as I mentioned earlier, the newer you are to this, or the fewer clients you have, the less choosy you are typically going to be. All right, a couple of things, obviously, that you are going to look for, that are probably obvious to you already, you are going to want to look for businesses who have websites, businesses who are not ranking. Right? It is obvious for SEO, but I have to go ahead and throw it out there.

If you have got someone that has already got a website, and they are not ranking for anything, that is a good potential client for you. A common strategy that people will employ ... this is actually more for the prospecting section, but looking at deeper pages in Google, to find people who are not ranking, this is a strategy that you can use for doing that. Again, someone who has a website but is not ranking for anything. Another thing that you want to look for is a couple of things that show that they are not very savvy online. Look for things like people who haven't claimed their Google My Business or Bing Business or their Yelp page, things like that. These are indicators of things, people who aren't very savvy online. These are good people for you, potentially, especially if they have a website. That is the key. If they have a website, but they haven't claimed their Google My Business, etc., that is definitely someone that would be someone good to target.

Another thing. Again, some of these are going to blend in, with the prospecting section, but someone that you want to look for is someone who is already spending money on Google Ad Words or on YellowPages.com, the good old traditional Yellow Pages. Again, not to beat a dead horse ... and we are going to go over specific strategies, but people who are already spending money on marketing and advertising, these are good people that you want to look for. Okay?

Another couple of things that really are good, that you want to look for, is people who have established businesses. That's good. You don't really want to work with start-ups. I am not telling you to completely avoid start-ups, but, personally, I do, because one thing that you will find is, as soon as people understand that you can rank, as soon as people figure that out, then you are going to get a lot of people with lots of business ideas that want you to be their partner. Right? They have got this great business idea, and they have the product, and you are going to do the SEO, and you guys are going to get rich together. Okay? I am not saying that that can't happen, but what I am saying is, especially when you are starting out, you need to avoid those as much as possible because you need revenue when you start off. Those are a couple of the things that you definitely want to look for.

A couple of other things that you want to look for is, overall, you want to look for businesses who have some signs of success. Again, advertising is a good way to show that to you, but it can be banner advertising, it can be billboards, it could be ... You want people who are already spending money, again, on advertising, and on this end, I am telling you this because you want people who can pay. Okay? One of the things you need to remember is, you need to be looking for businesses who can pay. All right? Look for people and businesses that have budgets, businesses that are high-volume, businesses that have high margins, businesses that have a high cost per product, things like that. You really want to be targeting these people. They are going to be much better for you.

One of the things that we ask in the discovery form is very important. We ask, "Are you already spending money on marketing and advertising?" Again, that is something that you really want to look at. Okay? If this business is not spending money on marketing and advertising, then the whole concept may be new to them, and it is going to be a problem for you, to get them sold a lot of times.

A couple of other things. You want to make sure ... I can tell you that you can weigh a potential client a whole lot by your interactions with them, the initial ones. Okay? The way that the sales process works for me, and the way that I suggest for you, is, however the client makes their initial contact with you, I would have a very brief call with them, a very, very brief conversation with them, and after that, I would basically send them to my discovery form, and, if they fill out my discovery form and then they look like a good potential client, then I will move forward. What you don't want to do, the most important thing, is you don't want to spend a whole lot of time trying to close prospects that are not qualified to be your client.

I get offers a lot for people that want to pay me to do coaching for them, pretty high-ticket dollars, to be honest with you, big, big, big dollars. The one thing that people always want is they always want SEO knowledge. They always say, "Hey, I want to know how to rank," and I do teach that. Some of that is in this course, but, for the people that I work with, one on one, I always ask them what do they want to get out of the training. One of the things that I always suggest to them, if they choose to ask me ... and a lot of times they don't ... the most valuable skill, I personally believe, in SEO, is selling. That is the most valuable skill. Then the most valuable sub-set of the selling is going to pre-qualifying and closing, of course. To me, those things are all related, but out of all of them, the most important is pre-qualifying.

Honestly, if you follow the methods that I teach you, in this course, you are going to have prospects. You are going to have leads. It is a fact. You have going to have them. All right? The next most important thing is that we spend the appropriate amount of time and energy on the people who are actually potentially clients for us, so the pre-qualifying. Don't be this guy.

Let me tell you a couple of guys that I know. There is Mr. Spends Eight Hours on the Phone with a potential $100-a-month client. Don't be that guy. You may be a nice guy, or you may love to talk about SEO, or you may want to show off, or you may have all kinds of reasons for that, but you cannot do that, man. You can't spend hours and hours of time, trying to close deals with people who are not people who can be clients for you. You can't do it. If it sounds dumb to you, what I am saying right now, believe me, it happens. It happens a lot. I can't tell you how many SEOs that I know, who do a client like I do, who are pretty good at rankings. They don't have problems with that, and they are pretty good at prospecting. They get lots of leads in, but they do not know how to pre-qualify, and that really is the difference in their business because let's say that you are getting in five to 10 leads a week. Okay? Which is pretty reasonable if you are one man show.

Five to 10 leads per week, probably, honestly, maybe one of those is a legitimate lead for you, and a lot of it has to do with how you are prospecting, that kind of stuff. Your goal, for that week, is to find that one, and spend whatever time is necessary to close that one. What most people do is they are going to spend a whole lot of time and energy on these ridiculous leads that are never going anywhere.

Anyway, I don't want to beat a dead horse about that, guys, but I want to make sure that you understand that you really, really, really need, I highly encourage you, to spend very little time with them before the discovery form. If someone is not willing to go to your discovery form and fill it out, then they are not going to be your client. Let me say that to you, again. If someone, a potential client, is not willing to go to your discovery form and fill it out, then they are not going to be your client anyway. Or, if they are, they are going to be one of those pain in the ass clients that you don't want. All right?

From the very beginning, you need to start training your client to work within your process. It is very important because your initial meetings with the client, their initial impression of you and how it goes, is going to set the stage for your entire relationship.

As an example, if you have a very brief talk with them and then point them to the discovery form, and they keep not wanting to do it, they keep wanting to talk and talk and talk and talk, and you allow it to happen, then what you are doing is, you are training them to work outside of your process. If you do end up closing them, that is the guy that is going to call you five times a week. That is the guy that is going to send you 50 emails a day. Every time one of his rankings goes up or down, one spot, he is going to give you 50 emails. You do not want that person. You spend a brief time. You go through the discovery form. When the discovery form is done, if they are a potential, or if they are a client, and you close the deal, then you will do the on-boarding process, which involves the gravity form that I have provided for you.

Now, this is also part of the on-boarding, but, again, this is part of training your client to work within your process. We will direct a client to this page, and we will tell them that that page will only function when it is filled out completely. What you are not going to do is this. You are not going to have them go to your page and give you some of the information and then say, "I don't have a logo. I have a logo, but I don't know where it is. Sally, in accounting, has that, so I have got to get with her tomorrow, and I don't know my WordPress log-in. That is Bob, my Web guy, so let me email you this." No, don't do that. Don't start playing that game with people. If you start allowing them to manipulate your process into their process, then not only is your life going to be more difficult with them, as a client, but they are actually going to cost you money. You have to realize, when you do that for a client, you have set that expectation. It is your fault.

If you tell them, "Hey, I need you to go to this form. I need you to fill it out completely before I can begin your campaign," and then you allow them to not do that, you are allowing them ... Excuse me. You are teaching them, you are training them, to not work within your process. Okay? You may be anxious to get clients in the beginning, and you may be like I don't care if I have to do 10 emails to get this client, or whatever, but I am telling you, overall, you need to get things under control from Day 1, because if you train them to not work within your process, or to not appreciate your work, then that is how they are going to see you for the rest of the relationship.

All right, guys, that was a little bit more than I planned on doing, for that part, but I hope that you guys get that. Again, this was by no means meant to be all-conclusive, but make sure, again, that you put a lot of time and energy into doing your pre-qualification stuff, guys. Make sure that, if you are targeting areas and targeting markets, there is value, and that there is money to it. Okay? Don't go target some market where there is no money in it. Again, you may be laughing if you have done this of a while, but I can name more than a few SEOs who will not explore a market, will not do any demographics or any research. They will start pumping out ads or whatever, and then they start getting these leads in, and it is people they can't do any work for. Okay?

Again, be smart with your process. Start with people who are already using, who are already paying for, advertising and marketing. Start with them, first. If they have a website, even better. If their website is somewhere on Google but not on page one, even better. If you show me a prospect, if you show me a client who has a website, who is paying for advertising, in any medium, any budget, and they are on Google somewhere below page 1, then that is usually a decent prospect. Okay?

That is it for this video, guys. I hope you got a lot out of this, and I hope, again, that you understand the mindset, what I am talking about, with training your client. It is very, very important, and I have learned this over doing business for the last 30 years. I have only been doing SEO for a little over 10, but I have been in business for close to 30, and I have been an executive in some really big companies, and I have owned several business that I sold for seven figures, so I am pretty experienced with business, and I can tell you that setting the initial tone with your client is very, very important, regardless of what business you are in, SEO or not.

Anyway, I hope that that was valuable to you guys, and I will see you.