While reviewing a recent repot of a SEO company most often what you see is the various recommendations they make for their client’s website. Most of these reports are good, typically living up to what is expected of them. The report they make for their client is full of valuable information. More often than not they talk about:
- Duplicate page titles
- Internal page rank flow
- Technical aspects of website
- Statistics of website
Despite of such thorough and detailed report most clients move on to try other SEO companies. You might wonder why? Mostly this is precisely because of the very efficiently put together and highly helpful report. Now I am sure you are wondering why anyone would do that. Well then the answer is fairly simple and straightforward: the client could not understand the report. The client was unable to make head or tail of the report. When he could not make sense of what SEO report said how could he decide well. He got confused and decided the best thing to do was to check some place else. There is need for clarity in reports so clients can understand what they are reading and what they are being suggested to do. However any good salesperson even if he knew nothing about SEO could have rectified this problem with ease.
A salesperson knows how to handle the client delicately and not overburden him with unnecessary information. The client is mostly interested in conclusive results. Tell him what you can achieve for him. Along the way maybe you can show him how you are going to get there.
The largest part of sales processes engage in helping client in recognizing the features of the creation or service and the remuneration they make available. For instance, the information that a widget is prepared of resistant and toughened titanium is a characteristic; while the information that this characteristic makes it unnecessary to replace it frequently and will be fruitful in budgeting and will save you money is what the client is interested to hear. During the sales course of action, the remuneration and benefits, not traits and characteristics are of assistance in putting up for sale a product.
In SEO consulting, the same rule applies. All the information that the SEO consultant feels is so important is important no doubt but to a layman that information means nothing. Therefore SEO consultants need to show their clients benefits of changes they suggest in light of traffic and ranking.
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