Does the ‘perfect client pitch` really exist?

It`s daunting when you think about it: is there really a perfect way of pitching your product/service to a client in order for them to obtain 100% confidence in your capabilities? Surely this is a two fold question, owing to the fact that every client is different with unique needs and expectations. What one client wants to hear from you often differs from what another one wants to hear. ‘Perfect` is a strong word and in SEO I`m not entirely sure that it exists.

With the turbulent and unpredictable results that a website can achieve in the search engines, it`s often impossible to motivate pure confidence in this industry until the client sees tangible results. This is especially true in SEO, where you take a knife to your throat when you guarantee top results to potential clients (at least if you are working within white hat rules and regulations). No one can guarantee results, not even if your SEO consultant is Rand Fishkin.

Many elements need to be considered when pitching to a potential client. Is what you are saying to the client completely understood? Often clients don`t understand the jargon that gets thrown at them, and are too busy trying to keep up to stop and ask for an explanation. You should try to read between the lines (body language and facial expressions) to determine whether the client is managing to keep up, or if you need to slow it down. This all depends on the knowledge base of the client in question, as no two clients are the same.

Different techniques can be used, depending on your audience, but there are some vital pointers that you should always include:

• Make what you say count: after 24hours, only 50% of information that is given to us can be recalled

• Use key metrics that the client understands(not industry jargon): discussions of ROI and brand awareness are more likely to hit a button with the client than talks of ‘clicks` and ‘bounces`
• Present past/present client case studies: showing them tangible results of other clients you have worked with often instills confidence in your abilities

• Talk timelines, available budgets, and costs: the client will want to know how long it will take to see results, what actions are going to be taken when, and what it is going to cost them

It is imperative to reassure the client that you are looking out for their best interests, that you know what you are talking about (like the back of your hand) and that you have glowing testimonials to back you.

By the end of the pitch, you generally know whether it went well or not. It doesn`t have to be perfect, but close to it may just do the job. Although the details are often a bit fuzzy, the relationship that develops between you and the client usually help an important decision get made. You don`t need to make the perfect pitch to make a lasting impression.

Tags: pitching to clients, SEO clients