Before jumping on a call with a potential client, it’s a good idea to make a list of some talking points to help you stay focused during the conversation. This can also help shake some of the pre-call jitters since you’ll know exactly what you’re going to talk about.

The keyword here is: conversation. If the client has concerns or questions about a certain aspect of your services, feel free to veer from the phone script.

The SEO phone script should be used as a general guide only. Stick to a scripted dialogue too closely and you’ll come off sounding robotic–out of touch and unaware of the unique issues that affect your possible client.

Don’t Expect to Close on the First Call

If this is the first interaction with a prospect, don’t expect them to sign long term contract. You’re just feeling each other out at this point.

I hate using the exhausted dating analogy–It should be retired–but that’s the best example I can think of right now: This conversation is just one of many before deciding if this client/agency relationship works for both of you. If the first call goes well, maybe you’ll get another date.

Using this mindset can take the pressure off these phone calls as well since you won’t be trying to seal the deal right away.

And with that precursor, let’s get into the real meat of this post and move to the SEO phone script/talking points.

The Introduction

It’s a good idea to get the typical formalities out of the way. Often there will be more than one person on the call so make sure everyone has a chance to introduce themselves and state their titles. Make a note of the names/titles because this will give you some clues as to who the actual decision maker might be.

Here’s a sample script to show you how this simple intro works:

Hi! This is James Vanderbeak from SEO Company X. How are you doing today? Is everyone on the call from potential client Y? (Yes.) Great. Then we’ll get started.

Set Expectations for the Call

Next you’re going to let your prospects know what to expect on the call. This will organize the structure of the call and keep everyone on the same page.

- Establish call length (15 – 30 minutes max)
- Propose short list of items for discussion on call
- Tell Your BackStory: Short Company Background and Maybe a Super Brief Personal Description
- Get to Know The Client’s Business
- Ask More Questions.
- Offer Website Analysis or Report – Book Next Meeting

Here’s how you can set up the expectations for the call:

Just so everyone’s on the same page, here’s what you can expect on the phone call today: 1.) The primary goal of this call is to give you a brief introduction about our company and what we do. 2.) We want to get a clear understanding of what the goals and expectations are for your business online. 3.) I know you’re busy. This conversation will be 20 – 30 minutes depending on how many questions you have.

That’s really all their is to it. No need to hype up anything. Just be respectful of your clients time and set the expectations of the call. Keep it simple and don’t over think this thing.

Tell Your Back Story

One great way to break the ice, develop a rapport, and build authority for yourself as an SEO is to tell the story of how you got involved wacky world of search engine optimization in the first place.

Telling your story will give you the opportunity to talk about your experience with search-engine marketing. This is where you name drop big time.

If you’ve ever done SEO or internet marketing work for a Fortune 500 company or an established search-marketing agency mention that here. If none of these apply to you, noting any impressive titles you’ve held in the past or notable business achievements will serve the purpose.

Telling a short story about your background can also give the prospect a snapshot of who you are and where you’ve been. Feel free to add some personal anecdote so people see the person beyond the corporate facade, but be brief about it. Mentioning that you have a wife and 2.5 kids that you adore is good, but describing the details of Timmy’s catch in the summer camp t-ball league is going overboard at this point.

Here’s a simple script you can plug into just about any SEO business back story:

First, I want to share a little about what we do, our past, and vision for the future.

But enough about (Your Company Name) and our background. I want to know more about your business so we can help you achieve your online business goals.

Get to Know the Client’s Business

Here’s where you’re going to get to know how your prospect makes money and what the ultimate goal is for their campaign.

Some clients will be determined to achieve position one rankings for a predetermined set of keywords, while other more sophisticated clients will be looking for more tangible results like an increase in traffic, revenue, or perhaps email opt ins depending on the business.

Here are a few questions to pose to clients that will help you understand their business:

Tell me about your business. What is your customer base like? What makes you different?

Where does your website traffic come from today? (i.e. paid search, organic, social media, direct traffic)

Ask More Questions – And Listen!

If time permits, engage the client with additional questions about their business and listen. This will help you identify areas to focus on. It will also let the client know you’re actually listening to them. Sounds simple, but this doesn’t always happen on sales calls.

Feel free to have a regular conversation here. Let the client talk and address their concerns.

If you’re struggling for conversation topics, here are few more dialogue igniters:

Have you ever hired an agency for SEO services in the past?

Are you interested in targeting local clients through search engines or are you more interested in national or global visibility?

How do you attract more customers right now? How do customers find out about you?

Offer Website Analysis or Report / Book Next Meeting

At the conclusion of this meeting you’ll have a better understanding of the client’s business. Armed with this intel, offer to create a free custom SEO strategy report for their website that proposes numerous action items for the clients website.

Offer to deliver the custom report via email within 3 – 4 work days and book a meeting to explain the report for the following week. Send out meeting invites immediately after the call to avoid any double booking of that time.

Here’s the sample script outlining how you can make this part might sound:

Thanks for taking time out of your busy day to meet with us. I feel like I’ve got a much better understanding about your business goals and I hope you’ve got to know our organization’s goals better as well.

When is a good time to review the document next week? Will Tuesday afternoon work?

Wrapping up the call.

So there you have it: A no pressure outline/phone script for your first call with a potential client.

To help you get more comfortable and confident before the real call, run through a few scenarios in your head before the real thing. If you’ve got a friend that’s willing to help, have them pretend to be the client as you take a practice run through the script.

Although this is a phone script, the most important part will be listening to the concerns and needs of the client. Just showing that you’re willing to listen and care will go a long way toward securing business in the future.

I hope this lengthy post helps to put you at ease and feel confident before making your next SEO sales call. Got questions? Leave your comment in the quotes.

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