overcome sales objections like a powerhouse
TRANSCRIPT
In 18 years Bernard has started 4 companies, taken 3 web-based companies to multi-million dollar status, launched over 300 websites, and has managed over a thousand marketing campaigns.
Tim has dedicated half a decade to being a top-notch digital marketer, salesman, and relationship builder. He has launched and retained more than 500 projects, including those of key partners.
Overcoming Sales Objections Like a Powerhousewith
TOLL-FREE 1-800-250-6106 | US (415) 625-9700 UK (44) 203-769-7710 | AU (02) 8484-1116
Meet Our Panelists
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[email protected]/bernardsanjuaniii
[email protected]/timbienvenida
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What’s Next:Limted Time Offer
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What Happened During the Previous BYB Webinar
In the previous Webinar, we showed you how to go from good to great at selling SEO services.
● Know who you are as an agency● Determine what you’re selling● Learn how to sell effectively
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What’s Next:Discussion Overview
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Limited Time Offer
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Get 35% off the first month of an SEO package when you purchase any web
design package.*Offer ends on June 30
Promo details: bit.ly/seo-package-discount
What’s Next:Why Do Sales Objections Happen?
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Discussion Overview
The key to closing a sale is understanding what stops a potential client from taking action. In this webinar, we will discuss the pro-tips on overcoming the most common sales objections, and the methods powerhouse agencies use to close the toughest sales.
● General Guidelines to Overcoming Objections● Common Client Objections● Summary
Q&A Session
Feel free to send your questions in advance using WebEx chat.
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Why Do Sales Objections Happen?
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Taz, Content Writer
Feel free to send your questions to our panelists via chat and we’ll answer them during the Q&A portion
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Why Do Sales Objections Happen?
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Objections occur because a portion of your sales process was weak.
● An objection is an opportunity.● Behind every objection is the failure of the salesmen to answer “What’s in it for me?”
General Guidelines to Overcoming Objections
Step #1 Step #2 Step #3 Step #4
Acknowledge Isolate Own Act
What’s Next:How To Overcome Objections
“How you see the problem is the problem.”
How To Overcome Objections
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Bjorn, Senior Writer
Feel free to send your questions to our panelists via chat and we’ll answer them during the Q&A portion
Up Next:The Value of SEO
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The Value of SEO
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“Our management does not understandthe value of SEO.”
Two scenarios:1. Client lacks knowledge about the industry itself2. You failed to listen to your prospect
Case Study: Australian PubProblem: The partner kept on talking about rankings and trafficWhat the client really wanted:
● 80% occupancy during lunch and dinner, Mondays-Fridays● “Is the service you’re offering the solution to my business
problem?”Results:
● The client now has full occupancy on all weekdays● On most days, they even exceed their capacity
What’s Next:Pro Tips
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Pro Tips
Know your SEO stats○ 93% of buying experiences begin with search.
Not being present on search translates to lost opportunities for the client
○ Can drive up to x22 ROI per dollar spent○ There are 60 billion websites online today○ 91% of those aren’t optimized○ SEO is a $16 billion industry
Translate the Value of SEO into terms a decision makercan understand.
○ Establish trust signals. Use the White Label Testimonials from the Resource Center.
bit.ly/getskedOvercoming Sales Objections Like a Powerhouse
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“Clients find the pricing expensive.” Translation of this objection: I did not see value.
Our pricing actually isn’t more expensiveWe offer you the same value for the same price as competitors. But we don’t offer their entry-level packages.
1. We never claim that we’re the cheapest2. Do you get results?3. You get what you pay for
a. Clients can afford solutions that add value● Results● Client dashboard login● Real time reporting● White Papers & Guides
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Pricing
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We also encounter the same objections, and yet we have an 80% close rate.
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Pro Tips
Don’t dance around the pricing objection. ADDRESS IT.
3 Golden Rules
1. You never mention pricing firstPrimacy - the things we hear first tend to stick.
2. You never let it stand alone - always translate it to value 3. Never mention pricing last
Recency - the brain is biased and ascribes more importance
to the last thing we hear.
New partners mark-up x1. Increase markup to x2/2.5 when portfolio is built
A partner in the UAE gives clients 30% off on their first 90 days, to prove they can deliver results. Afterwards, they mark up by 3x.
bit.ly/getskedOvercoming Sales Objections Like a Powerhouse
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No Guarantees
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“I can't get approval for a service that has no committed results”
“Why don’t you guarantee rankings?”
● Steer away from people who guarantee rankings!● Rankings are influenced by several search algorithms,
and are impossible to predict.
“Why don’t you guarantee traffic?”
● Can’t guarantee traffic as well● But your SEO’s are experienced enough to set soft goals
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Pro Tips
Know what you are selling
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Our methodology works 80% of the time and ranks 60% of keywords in the first six months.
Talk to your Project Manager about soft goals.
What’s Next:Bad Experience with Previous Agencies
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Bad Experience with Previous Agencies
“I've gotten burned by bad SEO providers”Translation of this objection: Understands value, but wantsa provider they can trust
● One of our largest Powerhouse Partners hunts downclients that have been burned by previous providers.
○ He views it as a qualification● You no longer have to sell the service. You have to sell YOU.
Example:We have had partners leave us and come back to us with a penalized site.
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Pro Tips
Leverage expertise & trust signals to differentiate yourself from previous providers.
Three ways to respond:1. “No, none of my clients have been penalized”2. “Yes - and here’s what we did to recover them at our expense”3. “We have worked with clients that had penalties from previous providers, but we have a 100% batting average
in cleaning it up”
Caution: There is a wrong way to approach this objection.○ Don’t badmouth the bad provider○ Don’t put clients in a negative mindset
bit.ly/getskedOvercoming Sales Objections Like a Powerhouse
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What’s Next:Pro Tips
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Keyword and Search Volume Limits
● Some SEO campaigns are more difficult than others, and require more work.
○ The different tiers have keyword and search volume limits to reflect this.
● We can rank 60% of keywords on the first page in the next six months because the limits are there.
● Some competitors claim credit for incidental rankings.○ We don’t. Incidental rankings are a BONUS
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“Why do you have a limit to the number of keywords/search volume?”
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Pro Tips
Getting this objection indicates you’re on theright track.
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It’s a sign you’ve piqued their interest, because their questions have started to level up.
Objections like this are opportunities to educate clients and demonstrate your expertise.
What’s Next:Client Has an Existing Provider
What’s Next:Pro Tips
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Client Has an Existing Provider
“I already have an existing solution. Why should I switch to you?”Translation of this objection: Client is averse to change
Different Variations of this Objection:
1. “I already have a Freelancer doing my work”
2. “I'm comfortable with my current provider - I don't feel the need to switch”
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“Behind every loyal client is an awesome salesman.”
What’s Next:Summary
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Pro Tips
“I already have a Freelancer doing my work”Leverage the premium experience you can offer with the technology at your agency’s disposal
“I'm comfortable with my current provider - I don't feel the need to switch”
Make them uncomfortable with the current results
Find your opportunities on the 2nd and 3rd pages - don’t go for the top spots
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Summary
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James, Junior Editor
Feel free to send your questions to our panelists via chat and we’ll answer them during the Q&A portion
What’s Next:For Our Partners
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Summary
1. Value of SEO○ Know your SEO stats. Translate the Value of SEO into terms a decision maker can understand
2. Pricing○ Don’t dance around the pricing objection. ADDRESS IT.
3. No Guarantees○ Know what you are selling.
4. Bad Experience with Previous Agencies○ Leverage expertise; provide trust signals.
5. Keyword and Search Volume Limits○ Objections like this are opportunities to educate clients and demonstrate your expertise.
6. Client Has an Existing Provider○ Leverage the premium experience with your technology. Make them uncomfortable with the current results.
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Feel free to call us at any time for questions.
TOLL-FREE 1-800-250-6106 AUS (02) 8484-1116US (415) 625-9700
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