in SEO Marketing by Jeffrey_Smith

If you’ve optimized your website, you’re probably receiving targeted traffic from search engines. You know what phrases prospects are searching with, to find your website. As we’ve said several times, however, SEO can only walk the customers through your door, it can’t make them purchase.

SEO and Sales Pitch

SEO and the sales pitch…Are you sending the right message?

We’ve tossed around terms like “usability” and “conversion optimization” and “call to action”; most of our readers have a strong sense of what these terms mean. In a nutshell, you are attempting to put yourself in the shoes of your potential customers, and give them what they want. The question is, do you realize that you actually know what they want?

The core competency of your business is not selling (unless you’re an outsourced sales force), it’s providing your product or service. It’s important to NOT come across as you are selling “at” your potential customer. Consumers are getting savvier to the “sales funnel”, the “mouse trap” and your attempt to sell, sell, SELL! Instead, you should be focused on comforting, engaging and convincing the prospect

One common problem is that company’s try too hard to sell why their service is needed. If a person walks into a Ferrari dealership, and the dealer keeps exclaiming “You need a fast car!” the potential customer will walk out, as they do not feel comforted, engaged and convinced. They know they need a fast car, that’s why they walked into a Ferrari dealership!

Instead of telling the person they need a fast car, they should explain why the car has been the right choice for several other buyers in the past. The best part about SEO is, you know what they are looking for, and thus can create a sales pitch around it.

Imagine that the person walking into the Ferrari dealership was wearing a sign that said “fastest European convertibles”. Well, the sales person could tailor his pitch by displaying a comparison of Ferraris convertibles to Lamborghinis, Mercedes and other European manufacturers. That’s the power that SEO provides you.

Comparing your product does provide comfort, but it is only one way to sell with a purpose. Testimonials, white papers, and what I like to call, “selling the facts” will also provide your customers some comfort. This can be accomplished by using numbers/information you’re potential customers can understand.

Building off the Ferrari example, one could include quotes from clients such as “I’ve owned  Maserati, Mercedes, and Lotus convertibles, and by far the Ferrari is the most reliable of the bunch!” We’ve managed to include a customer quote as a selling point, and tailored it around the entry phrase “best European convertible”.

A great way to engage the thought process of your prospects, is to simply ask a question that you’ve provided the answer to; a closed loop. “Did you know that Ferrari is the only European manufacturer that carries a 50,000 mile warranty?” In this instance, we’re engaging the thought process of a prospect and helping them for an opinion.

So you’ve comforted the prospect, engaged them and are now attempting to convince them.  This can be done by simply stating your case very clearly, “Ferraris are the leading European convertibles in the market today”, followed with a quick series of bullet points, that reinforce your statement.

These can be a summary of points you’ve provided in your sales copy or new bullet points. After these selling points, you can them provide them a means to act; “contact your local Ferrari dealer now”. Just remember, selling isn’t as much about pushing as it providing the facts in a manner that helps your prospect make the right choice. You just happen to know what facts they want to know! 

Read More Related Posts
Has Pay Per Click Lost its Appeal?
With over 8 billion searches conducted each month, funneling paid and organic traffic through relevant keywords in search engines is vital for your website. If you knew that 8 out of ...
Don't Take Chances with Keywords
Diversifying your keyword portfolio is imperative for any SEO campaign. How many successful business models are vested in one client or only target one type of potential client for their ...
How to Develop Domain Authority With Deep Links
Search engines view each page in your website as a unique micro-site. As a result, each page can rank on its own accord if the appropriate signals are created. Building ...
Mapping Keywords and Landing Pages
One of the most valuable components of an SEO campaign is the correlation of aligning keywords and landing pages. During the early stages of optimization, it is not uncommon to depend ...
Google Caffeine, Duplicate Content & Sensitive Search Engine Filters
Many websites are reeling from what feels like a Googlebot sweep and kick to the chops when it comes to their main keywords dipping south in the search engine results. While ...
10 Search Engine Optimization Tactics
Everyone wants to know how to dig in to competitive keywords using SEO to raise their rankings systematically. Well, today we share a series of well known tactics exercised by ...
Matt Cutts Interview Google and SEO
First I would like to thank Matt Cutts (Software Engineer and Chief of the Webspam Team for Google) and Eric Enge from Stone Temple Consulting for the great interview they ...
Which SEO Metrics Matter Most and Why?
What SEO metrics pass the most weight? Search Engine Optimization (SEO) is all about balance within a virtual ecosystem of variables. If one recedes, the infrastructure which supports ...
With all of the fancy jargon-rich industry terms flying around, it doesn't really matter if you call it SEO "search engine optimization", SEM "search engine marketing", SMO "social media optimization" ...
How to Implement GEO-Targeting and Local Search
Too often you hear about horror stories of people trusting the wrong SEO companies only to fall flat in the search engine result pages. To avoid this, there are a ...
SEO / SEM Trends: Has PPC Lost its
SEO Keywords: Use Diversity to Avoid Dependency
How to Develop Domain Authority With Deep Links
Aligning Keywords and Landing Pages
Google Caffeine, Site Speed and New Search Engine
10 Search Engine Optimization Tactics
Google SEO Tips: Matt Cutts & Eric Enge
Which SEO Metrics Carry the Most Weight?
Search Engine Marketing SEO or SMO? Who Cares
SEO Only Works If You Do It Right!

About Jeffrey_Smith

In 2006, Jeffrey Smith founded SEO Design Solutions (An SEO Provider who now develops SEO Software for WordPress).

Jeffrey has actively been involved in internet marketing since 1995 and brings a wealth of collective experiences and marketing strategies to increase rankings, revenue and reach.

4 thoughts on “SEO and the Sales Pitch
Comments are closed.