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Whats a good way to cold call process to close seo/web design in one call ?

by Will Huntington
38 replies
I have got some inspiration to try this method out from the "one call closing" book by claude witicker, im still reading the book, but i want to know how to plan out/ script out a one call close for seo/ web design. I'm trying to target computer repair stores, and locksmiths.

What are your thoughts guys thanks
#call #close #cold #design #good #process #seo or web
  • Profile picture of the author kursat
    Make a free mock up design for their name and then host it online so you can show them what you can do for their business. Research some statistics online about having SEO and web design services for office businesses and present it to them.
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  • Profile picture of the author Jason Kanigan
    Originally Posted by Will Huntington View Post

    I have got some inspiration to try this method out from the "one call closing" book by claude witicker, im still reading the book, but i want to know how to plan out/ script out a one call close for seo/ web design. I'm trying to target computer repair stores, and locksmiths.

    What are your thoughts guys thanks
    Might want to, you know, finish Claude's book first.
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  • Profile picture of the author SalesGod
    Simple formula.
    Intro- introduce yourself and give 2 - 3 sentences telling them why your calling. Make it attention grabbing.

    Qualify- " just a couple quick questions to see if we can help you out" then go straight into asking your questions. Btw don't ever ask for permission to ask them a couple questions just go straight into it.

    Pitch- if there a good fit tel them there a good fit then present your benefits based on there needs.

    Trail close- ask a question that confirms if there moving forward or not. " and john I guarantee you the only thing your gonna regret about this is that we didn't start this sooner sound fair?"

    If they respond good to the trial close shut them down right there without talking yourself out of the sale or when you hear "no" rebuttal and close over and over again until they close or Hangup.

    I haven't read the book I'm sure it's good but I don't care what it says iv been selling like this for my entire life and know a ton of top producing salesmen and multi million dollar companies that use the same structure.
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  • Profile picture of the author kenmichaels
    Originally Posted by Will Huntington View Post

    I have got some inspiration to try this method out from the "one call closing" book by claude witicker, im still reading the book, but i want to know how to plan out/ script out a one call close for seo/ web design. I'm trying to target computer repair stores, and locksmiths.

    What are your thoughts guys thanks
    If you don't know how to sell ... then you will never have a chance of
    creating a script that works.

    Beg, buy, barter or steal one. Don't waste your time.

    After you know how to close deals ... then start dabbling in script creation.

    If you are anything like me, you will ignore that advice.

    If so, this post here will teach you how to make one.
    (I suggest you take the time to read the whole thread)
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  • Profile picture of the author Michael Nguyen
    If you're going to cold call, at least study the basics of it while you're calling. Buy a telemarketing book and study it then you'll be able to work on your scripts.
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    • Profile picture of the author Jason Kanigan
      Originally Posted by Michael Nguyen View Post

      If you're going to cold call, at least study the basics of it while you're calling. Buy a telemarketing book and study it then you'll be able to work on your scripts.
      He has one of Claude's books. Claude Whitacre's.

      Rushing out into the wide world before even finishing it and having a handle on what is going on is NOT going to help him.

      Look, OP: you want one call closes? At your skill level, get ready to make a lot of dials, have many basic conversations, and look for lie-downs. Those are prospects who just "lie down" and say "Yes, I was waiting and hoping someone just like you would call." Because they do exist, and they are out there waiting for your call now. That is the one great and powerful thing about selling by phone.

      If you encounter resistance at this point, simply move on to the next dial.
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      • Profile picture of the author Will Huntington
        Originally Posted by Jason Kanigan View Post

        He has one of Claude's books. Claude Whitacre's.

        Rushing out into the wide world before even finishing it and having a handle on what is going on is NOT going to help him.

        Look, OP: you want one call closes? At your skill level, get ready to make a lot of dials, have many basic conversations, and look for lie-downs. Those are prospects who just "lie down" and say "Yes, I was waiting and hoping someone just like you would call." Because they do exist, and they are out there waiting for your call now. That is the one great and powerful thing about selling by phone.

        If you encounter resistance at this point, simply move on to the next dial.
        I made tons of calls before, i had appointments, but always kinda hanged up because i didn't have a process or a way to transition from having a prospect interest to a sale. I'm working on a script process
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        • Profile picture of the author kenmichaels
          Originally Posted by Will Huntington View Post

          I made tons of calls before, i had appointments, but always kinda hanged up because i didn't have a process or a way to transition from having a prospect interest to a sale. I'm working on a script process
          Post 5 has a link that will help you. Based on how you posted
          I was under the impression that you did not know sales.

          But if you're working on a script - check that link out.

          also, you transition from a prospect to a sale by asking for the money.

          Yes...it really does, just come down to that.
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          • Profile picture of the author Will Huntington
            Originally Posted by kenmichaels View Post

            Post 5 has a link that will help you. Based on how you posted
            I was under the impression that you did not know sales.

            But if you're working on a script - check that link out.

            also, you transition from a prospect to a sale by asking for the money.

            Yes...it really does, just come down to that.
            So much value in that post, really so much value that it's seems quite simple.

            Considering we both sell seo.

            Do you have a reflex rebuttal for the

            "Last time i tried seo it didn't work "

            And do big claims actually get a prospects attention?
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            • Profile picture of the author Jason Kanigan
              Originally Posted by Will Huntington View Post

              So much value in that post, really so much value that it's seems quite simple.

              Considering we both sell seo.

              Do you have a reflex rebuttal for the

              "Last time i tried seo it didn't work "

              And do big claims actually get a prospects attention?
              "So...does that mean SEO doesn't work and will never work for you?"

              Uncover the question behind the question.

              "Tell me what happened."

              If this prospect is dead set against SEO ever again, you want to know right away so you can move on.

              Whatever resistance they have against SEO, you want to identify specific objections they have so you can unravel them now.

              Frankly, someone I'm going to have to "prove" is probably not worth my time. But if there is a specific objection to handle, it may be a small hurdle that stops most salespeople and has a big payoff for getting past.

              IMO it is not smart to talk about "SEO" these days...I cut that term from my sales vocabulary years ago.
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              • Profile picture of the author bizgrower
                Originally Posted by Jason Kanigan View Post

                "So...does that mean SEO doesn't work and will never work for you?"

                Uncover the question behind the question.

                "Tell me what happened."

                If this prospect is dead set against SEO ever again, you want to know right away so you can move on.

                Whatever resistance they have against SEO, you want to identify specific objections they have so you can unravel them now.

                Frankly, someone I'm going to have to "prove" is probably not worth my time. But if there is a specific objection to handle, it may be a small hurdle that stops most salespeople and has a big payoff for getting past.

                IMO it is not smart to talk about "SEO" these days...I cut that term from my sales vocabulary years ago.
                If you don't mind, what do you talk about instead of SEO?
                I imagine "more local traffic" and ROI... but want to hear your terminology.
                OP probably does too.

                Thank you.

                Dan
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                • Profile picture of the author Jason Kanigan
                  Originally Posted by bizgrower View Post

                  If you don't mind, what do you talk about instead of SEO?
                  I imagine "more local traffic" and ROI... but want to hear your terminology.
                  OP probably does too.

                  Thank you.

                  Dan
                  Move off the solution.

                  The client doesn't care how you get them more visitors/customers.

                  The more you explain how you are going to "Do" it, the more you get armchair quarterbacks second-guessing you. Either the prospect believes you can do it, or they don't. Find out which as fast as you can.
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                  • Profile picture of the author Will Huntington
                    Originally Posted by Jason Kanigan View Post

                    Move off the solution.

                    The client doesn't care how you get them more visitors/customers.

                    The more you explain how you are going to "Do" it, the more you get armchair quarterbacks second-guessing you. Either the prospect believes you can do it, or they don't. Find out which as fast as you can.
                    The solution for them is more leads from being easily found online, are they familiar with that jargon ? should i just say that instead of pitching seo ?
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            • Profile picture of the author kenmichaels
              Originally Posted by Will Huntington View Post

              So much value in that post, really so much value that it's seems quite simple.

              Considering we both sell seo.

              Do you have a reflex rebuttal for the

              "Last time i tried seo it didn't work "

              And do big claims actually get a prospects attention?
              I don't sell SEO and if I did, I would never utter the words SEO...
              as Jason mentioned. Bad mojo man. Used to death by shysters.

              Of course big claims get peoples attention.

              For smart prospects they send up red flags.
              • Too good to be true
              • Is he lying
              • If its so good, why doesn't he do it for himself
              • Etc,etc,etc
              For the IQ challenged, they will push them over the fence to buy.

              However. That's not really a good thing.

              Anyone who believes 100% in the "big claims" is the type of person
              who hears what they want to hear.

              You literally say "you might get up to 100 new visitors a day"

              and they hear something like:

              "I guarantee you at least 100 new customers a day"

              ( btw: THAT is why you need to record a button-up as the last part
              of the sale. Make sure you record the terms, payment amount and
              the no guarantee policy)

              Don't be scared of it, if they kick at that point they were not sold properly
              anyway. It's better to lose the sale then, then have a charge-back later.

              My point?

              F**k - "big claims"

              You don't need them.

              Find their emotional hot buttons ( greed, loss, expectations, family, goals, etc )
              Hammer on those and you will never have to use a "up-to" or "the potential"
              again.

              Most of your sales will be solid vs when you pander to the "pie in the sky"

              The only draw back to hammering home on the emotions front, is you will
              get a LOT of NSF's (non sufficient funds)

              People will give you there credit card when there isn't enough available limit
              - because they just "hope" it will go through. (not their fault - you pushed the
              buttons that put them onto the emotional roller coaster ... they are just trying to finish the ride)

              The only way to keep that to a minimum, is pre-qualify ahead of time.
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              • Profile picture of the author Will Huntington
                Originally Posted by kenmichaels View Post

                I don't sell SEO and if I did, I would never utter the words SEO...
                as Jason mentioned. Bad mojo man. Used to death by shysters.

                Of course big claims get peoples attention.

                For smart prospects they send up red flags.
                • Too good to be true
                • Is he lying
                • If its so good, why doesn't he do it for himself
                • Etc,etc,etc
                For the IQ challenged, they will push them over the fence to buy.

                However. That's not really a good thing.

                Anyone who believes 100% in the "big claims" is the type of person
                who hears what they want to hear.

                You literally say "you might get up to 100 new visitors a day"

                and they hear something like:

                "I guarantee you at least 100 new customers a day"

                ( btw: THAT is why you need to record a button-up as the last part
                of the sale. Make sure you record the terms, payment amount and
                the no guarantee policy)

                Don't be scared of it, if they kick at that point they were not sold properly
                anyway. It's better to lose the sale then, then have a charge-back later.

                My point?

                F**k - "big claims"

                You don't need them.

                Find their emotional hot buttons ( greed, loss, expectations, family, goals, etc )
                Hammer on those and you will never have to use a "up-to" or "the potential"
                again.

                Most of your sales will be solid vs when you pander to the "pie in the sky"

                The only draw back to hammering home on the emotions front, is you will
                get a LOT of NSF's (non sufficient funds)

                People will give you there credit card when there isn't enough available limit
                - because they just "hope" it will go through. (not their fault - you pushed the
                buttons that put them onto the emotional roller coaster ... they are just trying to finish the ride)

                The only way to keep that to a minimum, is pre-qualify ahead of time.
                How would you word out seo then traffic ? sales ? leads ?
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  • Profile picture of the author prowaseem
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    • Profile picture of the author Will Huntington
      Originally Posted by prowaseem View Post

      hi to all, may be i am junior or you can say i have less knowledge but i dont understand what are you talking about or what are you asking about !
      I'm trying to pitch seo services via cold calling, i have asked the community for some assistance in regards to going about rewording seo so prospects can understand what im trying to pitch to them, all in one call.

      I'm pretty much trying to find a good sales process to excute in one call, without setting any appointment bullshit, get it done right then and there on the phone in one call. With the help of ken post, i have more confidence that i can one call close.
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      • Profile picture of the author kenmichaels
        Originally Posted by Will Huntington View Post

        How would you word out seo then traffic ? sales ? leads ?
        Originally Posted by Will Huntington View Post

        The solution for them is more leads from being easily found online, are they familiar with that jargon ? should i just say that instead of pitching seo ?
        Every niche has different terminology that THEY already use and are comfortable with.
        Think... 'industry standard' terms.

        Those are the words you want to use.

        For instance.
        The words for leads in these industries equal;

        Home improvement types - "installs"
        Dentist types - "visits"
        Most broker types - "leads"

        You get the idea.

        If you don't know the proper terminology. Simply call some of them
        and ask. (I suggest calling ones you never expect to call - even though
        that really doesn't matter.)

        You can do it two ways.

        Pretend you're interested in buying ... ask buyer questions,
        ask for written material to be sent to you, etc

        or

        Tell them the truth, you plan on selling to others and you want to bone
        up on the terminology. Trust me, they will appreciate the honesty
        and ... a few will showboat a bit, giving you a lot of useful material.


        Originally Posted by Will Huntington View Post

        I'm trying to pitch seo services via cold calling, i have asked the community for some assistance in regards to going about rewording seo so prospects can understand what im trying to pitch to them, all in one call.

        I'm pretty much trying to find a good sales process to excute in one call, without setting any appointment bullshit, get it done right then and there on the phone in one call. With the help of ken post, i have more confidence that i can one call close.
        Music to my ears

        Here are a few links to some good threads on sales that I and some
        other really good salespeople have participated in.

        http://www.warriorforum.com/offline-...=rebuttle+game

        http://www.warriorforum.com/offline-...ask-money.html

        http://www.warriorforum.com/offline-...try-again.html

        You should read that ENTIRE thread of that last link. Lots of stuff in it
        that will help you with your script/ sales process.

        Also: Some sales people in this forum worth searching through there posts are.

        Claude Whitacre
        Jason Kanigan
        Russ sells
        John Durham
        David Miller
        MichaelHiles
        View Profile: Joe Stewart
        misterme
        bob ross

        That's just to name a few. There are a lot more.
        Use the advanced search in the offline section.

        And last but not least ... This thread is now getting enough views
        that the anti cold / phone sales people will start posting jack ass
        comments just to get sig exposure.

        Ignore them. You got a plan. Stick to it. They are nothing more then
        sig whores trying to ride your thread exposure and/or convince you
        and everyone else sales are evil.

        Welcome to the forum and good luck.
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        • Profile picture of the author Will Huntington
          Originally Posted by kenmichaels View Post

          Every niche has different terminology that THEY already use and are comfortable with.
          Think... 'industry standard' terms.

          Those are the words you want to use.

          For instance.
          The words for leads in these industries equal;

          Home improvement types - "installs"
          Dentist types - "visits"
          Most broker types - "leads"

          You get the idea.

          If you don't know the proper terminology. Simply call some of them
          and ask. (I suggest calling ones you never expect to call - even though
          that really doesn't matter.)

          You can do it two ways.

          Pretend you're interested in buying ... ask buyer questions,
          ask for written material to be sent to you, etc

          or

          Tell them the truth, you plan on selling to others and you want to bone
          up on the terminology. Trust me, they will appreciate the honesty
          and ... a few will showboat a bit, giving you a lot of useful material.




          Music to my ears

          Here are a few links to some good threads on sales that I and some
          other really good salespeople have participated in.

          http://www.warriorforum.com/offline-...=rebuttle+game

          http://www.warriorforum.com/offline-...ask-money.html

          http://www.warriorforum.com/offline-...try-again.html

          You should read that ENTIRE thread of that last link. Lots of stuff in it
          that will help you with your script/ sales process.

          Also: Some sales people in this forum worth searching through there posts are.

          Claude Whitacre
          Jason Kanigan
          Russ sells
          John Durham
          David Miller
          MichaelHiles
          View Profile: Joe Stewart
          misterme
          bob ross

          That's just to name a few. There are a lot more.
          Use the advanced search in the offline section.

          And last but not least ... This thread is now getting enough views
          that the anti cold / phone sales people will start posting jack ass
          comments just to get sig exposure.

          Ignore them. You got a plan. Stick to it. They are nothing more then
          sig whores trying to ride your thread exposure and/or convince you
          and everyone else sales are evil.

          Welcome to the forum and good luck.
          One more question Dr. Ken im reading through the closers only & ask for the money thread (great info by the way, you should make an amazon ebook out of it) and i was wanted to know if there is a basic guideline for the presentation, you know the ken style of presentation ?

          You probably already covered this, if so, please feel free to point me back to it. i saw something in regards to that in another thread you referred to me earlier.

          NM i found it,

          ""The Body" also known as "the pitch"

          The body of the pitch needs to have several things structured properly
          in order to be successful.

          It has to fulfill a need or build desire
          It needs to create excitement
          it needs to get the prospect in the frame of mind to say yes
          It needs to have tie downs

          It needs to get information from the prospect that will allow
          you to rebut him properly, find his hot buttons,as well as find
          the bullets you will need when you ask for the money.

          and all of this needs to be done as smoothly and concisely
          as possible. You really want to be as quick as possible
          these people are business owners, they have stuff to do,
          and the more calls you make the more money you make,
          so its in your best interest as well


          it needs to walk them down a path. If its done correctly when
          they get to the end of the path, they don't have any option other
          then to buy from you.

          Ive heard many pros describe a pitch as painting a picture in the prospects mind.

          I happen to agree with that. "

          Any direction or example of this, you can demonstrate for a guy who is selling leads, vists, traffic, sales etc ?
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        • Profile picture of the author animal44
          Originally Posted by kenmichaels View Post

          And last but not least ... This thread is now getting enough views
          that the anti cold / phone sales people will start posting jack ass
          comments just to get sig exposure.
          You mean just like all those names you've listed...
          Signature

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          What I do for a living

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          • Profile picture of the author kenmichaels
            Originally Posted by animal44 View Post

            You mean just like all those names you've listed...
            Check it out ... I say the word "Jack Ass" and a guy with a Donkey avatar
            appears ... lol 2 funny.

            Come on, admit it, that's the only reason you posted, isn't it?
            You can go ahead and tell me, I won't tell anyone ... it will be our
            little secret.
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            • Profile picture of the author Will Huntington
              Originally Posted by kenmichaels View Post

              Check it out ... I say the word "Jack Ass" and a guy with a Donkey avatar
              appears ... lol 2 funny.

              Come on, admit it, that's the only reason you posted, isn't it?
              You can go ahead and tell me, I won't tell anyone ... it will be our
              little secret.
              Getting back to that presentation question ? I know you sell mobile websites, how would do this in an seo style ?
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              • Profile picture of the author kenmichaels
                Originally Posted by Will Huntington View Post

                Getting back to that presentation question ? I know you sell mobile websites, how would do this in an seo style ?
                I am going to be retardedly ( is that even a word?) busy until mon morning.

                If I get some time before then I'll try and help - don't hold your breath tho.
                Very good chance I wont get to say much, if anything till then.
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  • Profile picture of the author Eric Cho
    Originally Posted by Will Huntington View Post

    Do you have a reflex rebuttal for the

    "Last time i tried seo it didn't work "

    And do big claims actually get a prospects attention?
    In SEO, managing client expectations is the key. This could be for a bunch of different reasons, maybe the expected miracles from a company charging only $250-500. Any legitimate SEO wouldnt even touch anything unless it was profitable.

    One response I have found helpful is getting them off the negatives and back to the mindset when they wanted SEO in the first place. Simply ask, "Im curious, when you made the decision to do SEO the last time, what were your reasons you were looking for?"

    They will tell you the reasons, or expectations they had and you will know exactly what or how to sell them.

    You can make claims all day long. Proof and Results are king when you can show them actual rankings in a similar area. or do a longtail which is easy to get ranked in the matter of a few hours or days. The next best thing and there are many studies done on it, executives over any other factor, agreed testimonials from people similar to them were the biggest factor in buying a service or choosing a vendor.

    Originally Posted by Will Huntington View Post

    I'm trying to pitch seo services via cold calling.
    This is your problem. It's not impossible but you sound like every other SEO calling them, and instantly you will be seen as every other SEO calling them. Be different and you will get different results.

    Originally Posted by kenmichaels View Post

    I don't sell SEO and if I did, I would never utter the words SEO...
    Bingo! Ken's got it, these business do not want SEO and they sure aren't looking for it.

    If you are looking to put up a picture on your wall, you dont want a drill, you want the hole the drill gets you.

    The top SEOs I know (ones making $100K/mo+) do not mention the word SEO in their services and if they do its a side comment, and in rare cases where the client brings up the word first. Most sell "more calls" "more sales" "more customers/clients" "strong foundation online" "make it easier for people to find you"
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    • Profile picture of the author Will Huntington
      Originally Posted by Eric Cho View Post

      In SEO, managing client expectations is the key. This could be for a bunch of different reasons, maybe the expected miracles from a company charging only $250-500. Any legitimate SEO wouldnt even touch anything unless it was profitable.

      One response I have found helpful is getting them off the negatives and back to the mindset when they wanted SEO in the first place. Simply ask, "Im curious, when you made the decision to do SEO the last time, what were your reasons you were looking for?"

      They will tell you the reasons, or expectations they had and you will know exactly what or how to sell them.

      You can make claims all day long. Proof and Results are king when you can show them actual rankings in a similar area. or do a longtail which is easy to get ranked in the matter of a few hours or days. The next best thing and there are many studies done on it, executives over any other factor, agreed testimonials from people similar to them were the biggest factor in buying a service or choosing a vendor.



      This is your problem. It's not impossible but you sound like every other SEO calling them, and instantly you will be seen as every other SEO calling them. Be different and you will get different results.



      Bingo! Ken's got it, these business do not want SEO and they sure aren't looking for it.

      If you are looking to put up a picture on your wall, you dont want a drill, you want the hole the drill gets you.

      The top SEOs I know (ones making $100K/mo+) do not mention the word SEO in their services and if they do its a side comment, and in rare cases where the client brings up the word first. Most sell "more calls" "more sales" "more customers/clients" "strong foundation online" "make it easier for people to find you"

      "Make it easier for people to find you", was my only take away. Thanks man
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      • Profile picture of the author bizgrower
        Originally Posted by Will Huntington View Post

        "Make it easier for people to find you", was my only take away. Thanks man
        Make it easier for more people to find you.
        Make it easier for more qualified people to find you.
        Signature

        "If you think you're the smartest person in the room, then you're probably in the wrong room."

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    • Profile picture of the author animal44
      Originally Posted by kenmichaels View Post

      Check it out ... I say the word "Jack Ass" and a guy with a Donkey avatar
      appears ... lol 2 funny.

      Come on, admit it, that's the only reason you posted, isn't it?
      You can go ahead and tell me, I won't tell anyone ... it will be our
      little secret.
      What? To promote the WSO in my signature..? Please do point it out... This poor jackass cannot see it...

      Originally Posted by Eric Cho View Post

      The top SEOs I know (ones making $100K/mo+) do not mention the word SEO in their services and if they do its a side comment, and in rare cases where the client brings up the word first. Most sell "more calls" "more sales" "more customers/clients" "strong foundation online" "make it easier for people to find you"
      That's almost funny... (though I agree that you shouldn't mention SEO)

      Will, ensure you have an answer to "How do you do that?". You cannot mention SEO, digital marketing, Internet Marketing, The Interwebby, Google or any number of other related terms...

      I've invaded your thread so here's a little something from someone who's not a salesman, but who sold SEO for around three years, and went straight to six figures in the first year.

      Disclaimer: I'm anti cold calling. And despite the crappola thrown around, i'm not selling anything...

      Before you blindly take advice from people on here, do your research. This place is a bit like a pub. Obama and Cameron could easily solve all world problems if only they headed for their local

      Claude's book (and it's Whitacre, not witicker) is about closing sales on pre-qualified people, not one call cold calling...

      Claude was selling Vacuum Cleaners, with a brand name. People could search on the brand and be reasonably sure of what they were getting.

      By contrast, you are selling a service, something most people are clueless about.
      A service that has a dodgy reputation.
      And you have no brand, you're a total stranger to them.
      It's going to be tough, even for the so called pros on here.

      Perhaps it would help if you could claim to be Rand Fisken

      IMHO the link in post 5 is rubbish. People don't like hard sell in this day and age, especially for service seen to be dodgy. But don't take my word for it, by all means try it out...

      We found cold calling to be far to time intensive and the quality of the client was generally poor.

      We focused on referrals and networking. I don't mean BNI networking, I mean getting out there and meeting people, especially those who have reach and influence. Imagine if Richard Branson recommended you. Do you think you'd have much trouble getting clients Just scale that down to people of influence in your local community. Aim to get them as clients. If you were able to impress the head of your CofC, do you think he'd endorse an offer to the C of C members? Do you think you'd have trouble selling with that endorsement? Spend the time you otherwise be wasting on cold calling people who don't want to hear from you...

      I'd suggest finding something else to sell as your front end. Reserve SEO as a back end offer, once trust has been established... Our transition from SEO started with customer reactivations - sending offers out to the client's existing customer list. We did this to raise funds for the client to pay for their SEO, so effectively they got the SEO for free. Clients had little interest in SEO and wanted more customer reactivations, so now that's what we do (along with a few other things).

      One last thing, doesn't it strike you as ironic that you'd try and sell SEO by cold calling...?

      I haven't helped with a script and won't do so. However, I hope you got something useful out of this...
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      • Profile picture of the author Claude Whitacre
        Originally Posted by animal44 View Post


        Claude's book (and it's Whitacre, not witicker) is about closing sales on pre-qualified people, not one call cold calling...

        Claude was selling Vacuum Cleaners, with a brand name. People could search on the brand and be reasonably sure of what they were getting.

        By contrast, you are selling a service, something most people are clueless about.
        A service that has a dodgy reputation.
        And you have no brand, you're a total stranger to them.
        It's going to be tough, even for the so called pros on here.
        You're right, the Closing book isn't about cold calling. It is about how to close on the first call. But the material contained was used when I cold called. And it was used when I worked referrals, and even when I used advertising to drive leads my way.

        And I was selling vacuum cleaners for a few decades. Then I used the same methodology to sell high end internet marketing services to small business owners.

        As far as brand, there are advantages to having a well known brand, and there are advantages to having no brand identity at all. For 25 years, I sold a brand that nobody had ever heard of, and for 15 years, I sold a brand that almost everyone had heard of.

        And when I sold local online marketing services, there was no brand identity that they had ever heard of.

        There are slight advantages to both. But the sales were about the same in either case.
        You use what you have, to your advantage.

        I know you do joint ventures. When was the last time you spent an hour with a small business owner, selling an SEO package?

        Will; My book Selling Local Advertising is really the one you need to read. It details what I did to sell higher end online marketing services to business owners.

        But if you want someone here to write a cold calling script that will really pay, you'll have to pay for it. Jason or Ken are the guys to talk to. Both are highly skilled script writers, and sales experts.

        Originally Posted by Jason Kanigan View Post

        "So...does that mean SEO doesn't work and will never work for you?"

        Uncover the question behind the question.

        "Tell me what happened."

        If this prospect is dead set against SEO ever again, you want to know right away so you can move on.

        Whatever resistance they have against SEO, you want to identify specific objections they have so you can unravel them now.

        Frankly, someone I'm going to have to "prove" is probably not worth my time. But if there is a specific objection to handle, it may be a small hurdle that stops most salespeople and has a big payoff for getting past.

        IMO it is not smart to talk about "SEO" these days...I cut that term from my sales vocabulary years ago.
        Best answer to the question.

        And there a reasons to ask that.

        The answer will tell you what they have actually tried before, and if the problem is;
        The SEO guy didn't deliver what was promised.
        Expectations were too high, too much was promised.
        The SEO guy took the money and ran.
        100 new customers a day weren't crashing through the door.
        What the prospect calls "SEO" is actually something else, like a static website.

        But after the guy vents, you are now on his side, against the evil SEO guy that ripped him off. Really, If you listen to the guy's entire story, you are at least 50% of the way to a sale....right there.

        Nothing builds rapport like listening to a prospect's "Tale of terror" And nearly every prospect has one.
        And.......nobody says they aren't interested... while they are in the middle of telling their story.




        Yeah, don't say "SEO" . I like to say "Online advertising" because they are used to paying for advertising.
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        • Profile picture of the author animal44
          Originally Posted by Claude Whitacre View Post

          I know you do joint ventures. When was the last time you spent an hour with a small business owner, selling an SEO package?
          Never sold packages, always customised specific to client.
          It's been a while, 3-4 years since I sold SEO, I doubt it's become easier...
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        • Profile picture of the author Will Huntington
          Originally Posted by Claude Whitacre View Post


          Yeah, don't say "SEO" . I like to say "Online advertising" because they are used to paying for advertising.
          That's my first opening line actually.

          "ME: Yes Hi, who would i be able to speak to in regaurds to your online advertising ?"

          i either get a name or the dm or a WHO's this ?


          But more often a name or the DM on the phone
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          • Profile picture of the author Claude Whitacre
            Originally Posted by Will Huntington View Post

            That's my first opening line actually.

            "ME: Yes Hi, who would i be able to speak to in regaurds to your online advertising ?"

            i either get a name or the dm or a WHO's this ?


            But more often a name or the DM on the phone
            Ask these questions to your prospects;

            "Do you ever get customers that found you by going online?" They always say "Yes"

            "Would you like more of them?"

            "Yes".

            "Maybe I can help...."

            I even ask that question as an opening question. First thing out of my mouth.
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            • Profile picture of the author Will Huntington
              Originally Posted by Claude Whitacre View Post

              Ask these questions to your prospects;

              "Do you ever get customers that found you by going online?" They always say "Yes"

              "Would you like more of them?"

              "Yes".

              "Maybe I can help...."

              I even ask that question as an opening question. First thing out of my mouth.
              yeah, i used that line once, i got a good response, my struggle is the pitch itself. I can qualify and all, but when its time to pitch online advertising, im kinda lost. its actually been holding me back to pick up the phone, maybe im just trying to be a perfectionist.
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              • Profile picture of the author kenmichaels
                Originally Posted by Will Huntington View Post

                yeah, i used that line once, i got a good response, my struggle is the pitch itself. I can qualify and all, but when its time to pitch online advertising, im kinda lost. its actually been holding me back to pick up the phone, maybe im just trying to be a perfectionist.
                Find out if any of your friends sell phone book or newspaper advertising.

                If they do, buy em dinner and bring a recording device.

                How they do it is how you want to do it. You can use most of what they say verbatim

                If you don't have any friends like that.

                Call the newspaper / phone book, and see if you can buy one of the reps
                dinner in exchange for the info.

                You are selling advertising ... even if you don't realize it yet.
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                • Profile picture of the author Claude Whitacre
                  Originally Posted by kenmichaels View Post

                  Find out if any of your friends sell phone book or newspaper advertising.

                  If they do, buy em dinner and bring a recording device.

                  How they do it is how you want to do it. You can use most of what they say verbatim

                  If you don't have any friends like that.

                  Call the newspaper / phone book, and see if you can buy one of the reps
                  dinner in exchange for the info.

                  You are selling advertising ... even if you don't realize it yet.
                  Yes, in every important way, you are selling advertising. And talking to any ad rep will help.

                  Will; If you aren't willing to read my book on selling local advertising, here is a speech I gave to sell a high end service, which is basically the same thing. I sold to groups across the country.

                  I hope it helps.

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  • Profile picture of the author Oziboomer
    Originally Posted by Will Huntington View Post

    I'm trying to target computer repair stores, and locksmiths.

    What are your thoughts guys thanks
    Hi Will.

    I've been reading the posts on your thread and there is some great advice on cold calling, script creation and the necessary steps to get the sale.

    My thoughts are why are you targeting computer repairs and locksmiths?

    What are their average sales like?

    With the ever declining cost of buying technology isn't it cheaper...unless we are talking data recovery...to just grab a new computer?

    Personally in my business I have a computer repair business just a few doors down and when we've needed something for the many computers we have we've used their services.

    In most cases the things we've needed have cost under $150 to fix.

    I do have a Geek on staff so many minor fixes we do ourselves but I question what profit is in the repair business?

    I know the local guys have contracts to maintain large systems but those large contracts are not won via Google searches or by attracting individuals.

    Same with locksmiths.

    A locksmith with a contract for installing all locks for a builder for example is probably going to do better than one who is a generalist serving individual clients.

    On another point, I get plenty of calls touting SEO and many that have got wise to talk about more leads and phone calls but it is all the same thing.

    There is a conversion rate to contend with.

    Not the lead generation part but the businesses you are calling. Their conversion rates and their average sales.

    Say in the example of the computer repairer they may (and I'm making assumptions here) have an average sale of $240.

    If they are a profitable business their net profit might be $40-50 on the average sale.

    If they convert half of their enquiries which is probably a huge over-estimate.

    Then your pitch to them must show value that exceeds what they expect to make.

    Most small business owners don't want a "flood" of new business.

    What they want is manageable acquisition where the acquisition costs are less than the net profit they are making.

    Some businesses will be making backend profits or working on lifetime value but computer repairers and locksmiths?....really?

    I've had several commercial premises and how many times have I used the *same* locksmith? - not often

    Likewise computer repairs...with 20 or so computers between the business and home I might spend $200 at most annually on computer repairs over the last 25 years.

    If whatever services you are offering cannot significantly demonstrate and prove what you are selling will put more money on the bottom line then you will find it difficult to sell...at least to me

    You may want to consider going after businesses with a bigger upside.

    You may want to target businesses with a longer future.

    I'm loving some of Ken's stuff, not so much for one-call closing, but for using face to face in situations we encounter on a daily basis.

    Bullets...rebuttals...takeaways...all useful stuff.

    Best regards,

    Ozi
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    • Profile picture of the author Will Huntington
      Originally Posted by Oziboomer View Post

      Hi Will.

      I've been reading the posts on your thread and there is some great advice on cold calling, script creation and the necessary steps to get the sale.

      My thoughts are why are you targeting computer repairs and locksmiths?

      What are their average sales like?

      With the ever declining cost of buying technology isn't it cheaper...unless we are talking data recovery...to just grab a new computer?

      Personally in my business I have a computer repair business just a few doors down and when we've needed something for the many computers we have we've used their services.

      In most cases the things we've needed have cost under $150 to fix.

      I do have a Geek on staff so many minor fixes we do ourselves but I question what profit is in the repair business?

      I know the local guys have contracts to maintain large systems but those large contracts are not won via Google searches or by attracting individuals.

      Same with locksmiths.

      A locksmith with a contract for installing all locks for a builder for example is probably going to do better than one who is a generalist serving individual clients.

      On another point, I get plenty of calls touting SEO and many that have got wise to talk about more leads and phone calls but it is all the same thing.

      There is a conversion rate to contend with.

      Not the lead generation part but the businesses you are calling. Their conversion rates and their average sales.

      Say in the example of the computer repairer they may (and I'm making assumptions here) have an average sale of $240.

      If they are a profitable business their net profit might be $40-50 on the average sale.

      If they convert half of their enquiries which is probably a huge over-estimate.

      Then your pitch to them must show value that exceeds what they expect to make.

      Most small business owners don't want a "flood" of new business.

      What they want is manageable acquisition where the acquisition costs are less than the net profit they are making.

      Some businesses will be making backend profits or working on lifetime value but computer repairers and locksmiths?....really?

      I've had several commercial premises and how many times have I used the *same* locksmith? - not often

      Likewise computer repairs...with 20 or so computers between the business and home I might spend $200 at most annually on computer repairs over the last 25 years.

      If whatever services you are offering cannot significantly demonstrate and prove what you are selling will put more money on the bottom line then you will find it difficult to sell...at least to me

      You may want to consider going after businesses with a bigger upside.

      You may want to target businesses with a longer future.

      I'm loving some of Ken's stuff, not so much for one-call closing, but for using face to face in situations we encounter on a daily basis.

      Bullets...rebuttals...takeaways...all useful stuff.

      Best regards,

      Ozi
      So what are you trying to say, locksmiths and computer repair companies can't fit a $700-1500 seo plan ?
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  • Profile picture of the author davidmac00
    I would read Claude's books, actually I have and they're very good!

    And they would answer a lot of your questions.
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    • Profile picture of the author Jason Kanigan
      Originally Posted by davidmac00 View Post

      I would read Claude's books, actually I have and they're very good!

      And they would answer a lot of your questions.
      First darn thing I told the OP to do.

      Look, it's clear the OP is jumping right into the close, without qualifying the prospect first.

      QUALIFY FIRST

      SELL LATER.

      This is why you guys (ie. Not Ken and Claude) can't see what terms to use. This is why you're looking for the magic bullet. Let the prospect freaking TALK. They will flat-out tell you the terms they use.

      Again, the prospect does not care how you get the job done. I say this in my training: they don't care if your method of bringing traffic to their door is by walking a herd of elephants through the town square, bearing embroidered rugs sharing the name and phone number of the client's business; flying helicopters over affluent neighborhoods of the city and dropping leaflets; or waving a magic wand and invoking, "Abracadabra."

      If it works, they'll be bragging about it. "Did ya see my elephant herd...?"

      Move off the solution.

      Qualify first.

      Do they acknowledge having a problem you can fix?

      If you have to argue with them about whether they even have the problem, what chances of making the sale do you think you have? Especially on a "one call close"??

      Do they believe you can solve the problem?

      Does a credibility gap exist?

      Did you presell them with marketing collateral? Or are you walking in with them having zero idea of who you are and who you help?

      Did you qualify? Do they believe you can solve the problem? NOW you can sell.

      And at this point, the sale is easy.
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  • Profile picture of the author Will Huntington
    Jason, Claudue, Ken, and everyone else, thank you for your feedback, you guys have given me more than enough value, thanks guys, i will qualify and listen
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