Posture and Tone

  • Friendly, but not annoying
    • We want to come across as a friend that is bringing another friend a great opportunity. If you were getting coffee with a friend, you wouldn’t just jump right into it, you might talk about other things first.
    • Build rapport
    • Read the room and know your audience. For example, on Cold Calls, you need to get to the point quickly. But for scheduled meetings, build a relationship and find common ground. So much of what we are trying to do is built on trust.
  • Energetic, but not over the top
  • Confident, but not arrogant
    • We sell a great service to our clients and we need to stand by what we sell. But we don’t want to be like a jerk-salesman that makes a client feel bad about themselves.
  • Educational, but not technical
    • Teach prospects in a way that they can understand. In order to do this properly, you’ve got to gauge somebody’s understanding of marketing, advertising, and their overall business acumen.
    • We want to inform and help them understand from a high level what we’re offering. This needs to be communicated very well upfront so they don’t think they are getting something that they aren’t.
      • Biggest thing is that SEO is NOT advertising. It’s a long term investment.
    • Don’t go into the weeds unless they take you there first
    • Utilize the analogy of the seed and gardener
  • Persistent, but not desperate
    • We don’t need them, they need us.
    • Be persistent because they need SEO and it’s good for them, not because we just want to make a quick buck.
    • We want to communicate this, but not in an arrogant way.
  • We are the “driver,” not them – Set expectations upfront
    • Prospects need to understand the lay of the land. They are paying us to drive the vehicle, not asking us to sit in the passenger seat offering directions to them while THEY drive. Clients think they know what they want, but often, they are misdirected or misinformed. It’s our job to iron that out and provide expertise to give them valuable information.