With so many phone calls coming in nowadays, I thought it might be interesting to diagram the anatomy of what a request for services call to SEOmoz looks like.
Because the number on the website routes directly to my cellphone when I'm not in the office, I get calls at 5:30am and 10:00pm, even on the weekends. Naturally, I turn the phone to silent when I'm sleeping, but I've had calls with folks during NFL games (bold prediction here; the Seahawks are going to the SuperBowl), while I'm cooking meals or even out shopping. When I do answer, I always steer the conversation first towards their business model, their marketing plan and their goals for SEO. I always ask about what makes their business unique in the sector, why they "deserve" to be at the top of the rankings in the search engines and why customers are better off using their services than anyone else in the field.
With these initial questions answered, we typically proceed into the realm of what SEO and online marketing can provide. Most folks call up with the intention of being ranked for specific terms in the search engines and come away with a much broader view of how successful Internet marketing can boost the visibility and succcess of their business as a whole. After all, so many of the tasks that go into the "white hat" side of SEO fit very nicely with services like online advertising buys, public relations and direct marketing.
A great majority of callers are already well versed in the principles of SEO - the ideas of link popularity and keyword targeting, but they're frequently unfamiliar with important practices like keyword research, alternative methods of promotion (rather than just buying links or exploiting a network of links), and creating "link bait" (which, granted, is a relative newcomer to the SEO scene). Once I walk them through the types of services I think they'll need, the discussion turns to price.
I always use the same line "you may be aware that we're on the pricey side of SEO." Once I explain that, I can gauge their reaction and know if this is someone I need to point at the recommended list (about 8 out of 10 times) or whether they have the budget for SEO. I know that many of you might ask - "why don't you get a budget from them first?!" The answer is, I'm going to help them out regardless, and I'd much rather build a relationship and get them thinking about their site and what they want to do, rather than discouraging them right off the bat. Besides that, by building that relationship and helping out, I'm creating good karma for SEOmoz that will hopefully come back to us one day, as well as making sure they get pointed to resources and people who can really help (as opposed to the SEO telemarketers that have told them about their need for meta tags).
I close conversations by telling the caller I'll send them an email with links to some resources that can help them better understand the field of SEO (notably the beginner's guide, and often, if they're developing a site, a link to Steve Krug's "Don't Make Me Think" book - a personal favorite on the subject). In the email, I'll provide these links, a list of the goals they stated to me on the phone, a rough cost estimate range from us (often as broad as $30K-$50K) and a link to the folks I recommend in case they decide that price, location or another factor isn't a good match.
Since the first week of 2006, I've gotten an average of 12-14 calls per week (not including email inquiries, which, in many ways, are easier to handle intially). So far, we've got one new contract for business and two that are pending review of formal quotes - I'm very happy with that level, as I can't give personal attention to many more clients and do a great job of it.
What do you think? Are your practices with incoming requests substantively different? Is there an important piece I'm forgetting?
Rand, (the fish one not RMC), do you encounter many people calling and basically wanting you to develop a plan for their optimization over the phone? I have gotten a few calls from people who basically ask "How would you go about helping us?" Now usually I give them a general answer and in turn ask them about their business etc but occasionally end up getting caught in a long winded conversation which takes up my time and I end up getting nothing out of it. Does this happen to you as well or should I somehow alter my approach to avoid these people?
Rand,
An excellent post. It looks like you and I line up pretty well. I always start by talking about their business, how it works, who their target market is and what they want to accomplish. This gives me a clear vision of where they are at knowledge-wise and lets me help those who are ready and guide those who aren't.
The last thing I talk about on an initial call is money. Usually I tell them that I will have a quote to them within "X" amount of time depending on my schedule.
If I get a read off them that says their budget is too tight I will reffer them to people I know that are in their price range and trustworthy or if money is a real issue I might send them resources for DIY.
Do you ever get amazed by how much some people don't know about their business? It's a wonder they have stayed open! I have found these are not my customers - way too mutch training and explaining and eventually money always becomes an issue.
But someone that knows what they are doing, knows their market and has clear goals I will consider dropping my price (slightly) to work with them. After all, these almost always end up being lifelong customers that give quality refferals. And the work is fun because everything is clear!
Geez Rand:
I would never get engrossed in substitive potential business calls on the fly. Instead of giving them the option of your "pricey" services on the fly you might want to get into a better sales pitch to pick the plums of potential clients after you have had some time to look at the business, the existing site, your inventory of potential clients, etc.
Then you can get control of the service and pricing w/more knowledge than while out of the office, while watching a game, doing chores, or whatever.
When you are scraping for work, its one thing. When the work is coming to you then you owe it to yourself and your colleagues to be able to pick from the best potential clients.
That scenario doesn't last forever. Other SEO's will get similar levels of publicity over time and the playing feild gets even. Then you have to scrap harder for business.
Dave
PS. If I call, I'll chat about the Hawks. LOL
Skitz - I get those calls and emails too. If it's something quick and easy I'll usually answer them - after all, it's good karma. If it's complex and requires some research I'll move the conversation back to "what are you trying to achive?" If they are still pushy I'll point them to SEO Refugee and mention there is a free site review there. If they are *still* pushy I know they aren't going to spend any money and are looking for a free ride so I give them my competitors info.
Let it be their headache.
Funnny you ask, WeRa. I got a call from a gentleman in NJ yesterday who spent an inordinate amount of time quizzing me on all of the ins and outs of how we would do the work. I kept telling him that a lot of the how is propietary and what isn't he could read in the list of resources I would email him...
I don't honestly know a good way to avoid or deal with folks who are overly pushy about trying to get business intelligence data from you. I haven't yet become proficient at dealing with the art of denial :)
BTW - WeRA - check your profile link to SEORefugeee. It's currently broken :( (no http)
"I don't honestly know a good way to avoid or deal with folks who are overly pushy about trying to get business intelligence data from you. I haven't yet become proficient at dealing with the art of denial :)"
We get a lot of other MSP's and banks that shop us. You are probably seeing these as well. From my expereince the companies that shop are always looking for a really long conversation. A lot of information is requested, and it seems like a really easy sale. Needless to say, they don't return the call when you follow up with them.
I'm curious Rand. Do you know the sources of the calls? How many off the Newsweek article, how many through SEO sources? Or what percentages?
I was struck by this thought relative to some other comments vis a vis seo services.
Dave
Wow, it's nice that you gave a price in this blog that you charge clients. Most people keep that a secret. It's good to know how valuble SEO is in this market. (Not that I could get away with 1/100th of that figure haha)
Well mine is a bit different. I very rarely answer the phone and take a week to answer emails. I am thinking about going into the consulting business so i may answer my phone one day and open that folder of unanswered emails that has been buiding up for the last 3 months. What i will probably do if i decide to consult is have a voicemail for people to leave their details on. I wouldnt want people calling me at all hours and if they really wanted me to work with them they could wait until i had the time to get back to them.
That' sounds like a good way to lose lots of customers...
Dave - Since we've got long term contracts and projects of our own that help with funding (and will hopefully, one day, become big), we can afford to be relatively picky.
I never do get into deep business talks while I'm out and about, or even at home (unless I'm in front of the computer, working). If it's a weekend call, it's almost always more casual and becomes a "OK, I'll send you an email and let's follow up Monday" type of thing.
Nerds - Well, we end up sending a quote anyway, from there, it's still a lengthy decision making process for the client. :)
I scoured our old outlines west server for that photo of me screaming at the phone and flipping it the bird, but alas it has been lost. I thought it'd make a nice photo to accompany your post :D
Sorvoja - Funny you mention that. Pretty much everyone who's called this week from the US (and one guy from the UK) has mentioned the Seahawks and the playoffs. I'm always up for some pigskin talk!
How much of your new business comes in on email instead of the phone? Which do you prefer? What treatment do you give emails?
SEO, SEO, always that darn business talk. Can't people call you and have a chat about a football game?
20% of the people who call you wind up committing 30-50k? I would answer the phone too!
Denver...
The ponies are going to beat the birdies. But I do think that the Seahawks are going at least.
"I'm very happy with that level, as I can't give personal attention to many more clients and do a great job of it."
Judging from the success of the blog and the comments above, I'm sure that your willingness to help other people, whether they are going to be a customer or not, is part of the reason that you have good business. People definitely will come back to you when they get burned, or get nothing atall but a bill.
But, once you lose the ability to give the personal attention, you lose the reason that you have business in the first place. The problem is growing, but maintaining the great service.