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so some people i use all of these different methods to drive traffic to the website and then there's two types of people there are those people that go hey i want to date a little bit first you know let's get to know each other first before we jump into bed and start doing business and then there are other people who go right i'm ready to go now and they'll they'll put their hand up and they pick up the phone and they're ready to go so depending on i use a lot of this pre-selling content and that's why i love cutting up workshops and syndicating them because it positions the client by the time they come to me oftentimes they're already pre-sold so we get a lot of inbound traffic on phone of people who are ready to go and i don't have to sell because all the selling is already done in the positioning so that's why marketing is really key that's what marketing is all about it's to almost make that sale process redundant you have them ready to go by the time they pick up the phone and chat with you so those two types of people there's hey let's date a little bit and then there's hey i'm ready to go right now so for both of them everyone it's all about building the proof this is something that i've been banging on about for so long now this idea that the biggest hurdle people have to overcome when doing business with you is believing what it is that you say is true because there's so much crap out there on the internet and there's so much noise you need to start collecting proof about you delivering results so that people go he's got so much proof there's no way that he can be faking it and again this takes a little bit of work but the work up front is is really uh key i even set up a website daveraves.com that lists all of the different testimonials that i've been collecting for however many years and i i collect them even though i've still got tons i just keep collecting them because i want to have so much proof that it's just undeniable that i know my and i deliver you you need to get yourself published you need to you know be the best example of what you're selling i talked about that before eating the dog food so if you're an seo person you probably should try and get some of your websites ranking so you can refer to them you want to try and see if you can get yourself in industry journals you want to do whatever you can so that's that's really important now for the people who are kind of like hey i'm not ready to go just yet and let's date a little bit first that's where i have this bonding sequence and the way that i do the bonding sequence is when someone gets to melbourne seo services using all of the content that i syndicate out there i know what conversation is already going on in their mind because a lot of the pieces of content that i put out there target specific keywords so by the time they get to the website i kind of know the conversation and most of them are looking for you know an seo solution so i have a free report when they get their four-step seo method and it's the way for the people that aren't quite ready to pick up the phone i can get them into my funnel and start this conversation with them and then i have a follow-up series and it goes for a good three months because when you come to the website it's a little bit like drinking from a fire hose there's so much content on there it's hard to know where to focus on and what to actually have a look at and so what i'll do is i'll drip feed it to them over the course of three months i'll have an email series that goes out to them that says hey here's your free report and then the next one you know we created this really cool video google versus yellow pages and i say hey go watch this video over here and then i say um uh what have i got there fraud phonies and wannabes and that's when i say you know you want to go for someone who's got the proof and the runs on the board and then i say let's be friends so you know i get them to join me on social so i don't do this all at once i kind of deliver it over a period of time so people build up that trust it's it's the dating it's really important as well you don't want to have a very canned series though i also do broadcasts over the top so i have a weekly email that i send out broadcast over the top so that way as people are uh are going through that series it doesn't feel like old it feels very current and up-to-date and it feels like i'm actually emailing them so that's that's what i do as part of that bonding series then for the people who are ready to go i take a moment and pause for the people who are ready to go they're the ones that are on the phone so whether it's me or jill or one of the other team members we have this call sheet and we get people when they actually call into the office and you know we'll write down the date who took the call what inquiry they asked and the question that i always ask and i do it deliberately the first question we say is did you find us via referral or some other means right so what does that subtly imply that means we get so many referrals and people are referring to us that positions us really well and you know what oftentimes they say no no we found you by on google we were searching you know we're quite particular with the name melbourne seo services very keyword rich so we rank for a whole lot of different variations but when they call up and they say no seo and i go oh well that's a good start then at least you found us online and that kind of starts the conversation going and then you know it's a little bit of a process of getting to know them you want to make sure that you're a bit more of a consultant don't don't sell people crap if they don't need it you need to have a great product believe in it and then make sure that you can deliver on that that's really important so seo has changed now the cost of seo has gone up um we don't use a lot of those uh automated services and and part of the reason is is because when you're dealing with a five thousand dollar client and they're a franchise or they're a national company a couple of things one typically links aren't their problem oftentimes they've got loads of links so you want to look at internal structure content adding content that they they benefit more from that but also i don't want to get caught out with sending them a whole bunch of crappy backlinks and then burning one of these five thousand dollar clients so it's really important that we we do almost like at the start jillian will pre-qualify them we've got a series of questions and we want to make sure that we can get them a good roi so we say because our services start at 1500 a month we basically say look if you're selling a 10 widget you've got to sell a lot of 10 widgets before you're going to reach break even maybe our package isn't right for you why don't you go check out some of our home study options instead and you can try and implement it yourself so it's that pre-qualifying and you would be surprised how many people are shocked when i turn them away or jillian turns them away because we're just not right for you and that just such great positioning and they're bonded to us for life then if they come across someone they'll refer them to us because they know we're going to take care of them it just pays dividends do the right thing and it always lasts so once we catch the lead and we've qualified them then they go into nutshell now i'm going to show you some of the different tools we use it's not important that you have nutshell as the specific crm software that you use you can use anything as long as you have something in place for each of these different modules i'm not selling nutshell because you can use any tool but you need something to capture the lead so you can continue to market to them after they've raised their hand and said that they're interested and we've opened that conversation and we've got them into the loop you want to keep following up with these guys especially five thousand dollar a month clients typically they need to sell the service into the rest of the team there's usually a few people that it needs to go by so that ongoing discussion is really important so i mean we've just moved to nutshell preview recently we used to use something else but um you can see there we've got some uh open leads one and lost look we're converting it about 33 percent so we we um we have sort of qualified them to certain extent so not everybody's getting in here so we're probably when you think about all of the traffic we're getting we're probably converting less but of those that actually come through this is another subtle reminder or something to keep in the back of your mind you need to know your numbers so we converted about 33 then after that we need to start the re-education process a lot of these big companies they need to have something that they can take to their board to sell the idea of seo so this is when effectively this is just a sales document this is what i use as the proposal document and about 95 of it is all exactly the same for every single client but it's answering those questions and those objectives things like how many backlinks are you going to build me how many page number ones are you going to get me how quickly should i see results and i answer all of those questions up front and a big sell as well is i let them know we don't have contracts um we're performance based i say give it you know four or five months start working with this and if we're not performing for you you can let us go i don't try and lock people in i want to get them a good positive return on their investment and that's why we take the time at the start to make sure that we're working with the right clients and we're now evolving particularly with these five thousand dollar clients to offer more than just seo seo is often how they get introduced to us but now we're offering more when they're ready to go we send them out on invoice we use xero.com if you're not using xero i don't even know if it's available in the states does anyone use xero here no you can use online in the cloud accounting i'm sure there's going to be an equivalent here in the states and it's it's brilliant it's xero see if it's available it was one of probably the biggest steps forward for us last financial year because what it gave us was this visibility inside our business you basically link up your bank feeds into this software and then you can reconcile and things like that inside the cloud and you keep right on top of your accounting so mid-month we can kind of see where we're up to we can see how many sales are coming through we can see how profitable we are and we can now they just integrated with e-way which means that they can pay via credit card that's another small lesson as well these five thousand dollar clients i've never had one ask for paypal not one of them every single one they say you know can you send us an invoice and we'll pay it on our credit card so i wouldn't be accepting just paypal you can have it as an option but for the larger clients either direct deposit or taking the credit card i think a lot of these bigger companies they don't necessarily do that might be different in the states but that's what it's like in australia okay so we've got that that first little process that process of getting the leads and i talked about all the different ways that i get leads i get them to the website i get them to self-select you know am i ready to go or do i need a bit of warming i have that discussion with them we take them down a little bit further i send them out a proposal if they need one some people though you don't need to send them a proposal we we used to have this thing when we did the rock and roll clothing music store um where we had this process we said what's the next logical step that someone needs to take before they make the next step in the buying cycle so if they pick up a t-shirt you don't try and take them straight over to the cash register you get them in the change room first it's one step closer to getting that cycle complete and once they try it on you get them to start imagining what it would be like wearing that t-shirt at the next concert that they go to or something like that so it's that next step now keep in mind though if someone walks up to you and says i want to buy this t-shirt you don't go wait wait wait wait we got to go in the change room first what you want to do is if they're ready to go you take them straight up to the to the cash register and get that money so now we've got that process i always get them to pay first i don't want to be chasing them so i make sure that they pay right up front and they're always paying 30 days in advance and we have you know usually we don't have terms usually it's seven days but sometimes we'll extend it out depending on the client then we move into onboarding