Empowering the Customer
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Free Download - Community Pages and Good Landing Pages By Greg Gaskill |
Working in the field of SEO, I do get my fair share of calls or requests for quotes for those who know relatively little about the industry and view it as, seemingly, "black magic" performed by unwashed brainy geeks in their dingy basement. I could easily play this into my hands, essentially "wow" the customer with overly-technical jargon they might not understand in some attempt to keep them in the dark and get them to bite on our expertise and simply hope we know what we're doing...but I don't.
While the "how" and even "what" of SEO can be pretty
complicated and confusing to the inexperienced, the "why" isn't if
explained well. In fact, the "why" (not as in "why use SEO"
but "why use certain SEO strategies in particular cases") is simply a
measure of understanding a company's business model, their industry, and the
desired goals they have. Once I investigate a case and begin to make
recommendations, I openly discuss and explore the "why" in the case
of an individual client so they understand my rationale but most importantly
can connect the dots themselves and feel better about making a final decision.
Depending on their familiarity with SEO as a whole, I'm willing to walk them
down the path of explaining everything in deeper detail, but I want every
customer to at least know WHY we're doing x, y, and z...and make them feel more
knowledgeable and comfortable in the process.
This approach of course can and should be used for a myriad of different kinds
of business and industries. If a customer wishes to contract or hire you for
your services, chances are they don't know your area of expertise very well at
all, or in the very least don't have the time to commit to it themselves (and
most times when a customers cites the latter, the former is in play to an
extent as well). As you begin to assess an individual situation and the time is
right to deliver a proposal, be willing to disclose with the customer as much
as they're willing to hear about the "why"; not so much to justify
the costs, but to help walk them through finalization by keying them in your
thought and work process. It will add value to what you already do, and help
release any apprehension felt by the customer.
Empowering the Customer - To learn more about this author, visit Greg Gaskill's Website.
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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