Empowering the Customer

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.