I recently had a meeting with a potential new client who operates a high-end dating service similar to Bravo TV’s The Millionaire Matchmaker. It was one of those meetings where everything clicked. I was just as fascinated to learn about her business as she was to learn about SEO and Internet marketing strategies. The conversation flowed—it was more of a dance, really. And then she stopped me in my tracks by saying, “Oh my gosh, this is just like a great first date!”
I was a bit taken back at first. I’ve been out of the dating pool for a while, so I thought I’d better ask the professional matchmaker what she meant. As it turns out, it was a compliment (not a line that I had crossed). She summed up her feelings about our meeting in two words: Excitement and trust. Now think back to some first dates you’ve had. I’ll bet that most started with a good deal of excitement, but a first date can’t be great until trust is established. Without trust there’s no cutting loose, no real connection, and no potential of a future relationship.
So what’s this got to do with new client meetings?
A first meeting with a potential client is no different than a first date.
Well, of course there are differences (thankfully), but the same rules apply. In fact, my own “first meeting mantra” has been a big factor in the growth and success of my consulting business. A lot of people go for the whole enchilada in the first meeting—the business equivalent of taking a girl to dinner on the first date with the hopes that she goes home with you that night. Sure, it happens sometimes, but expecting to close the deal in your first meeting is an unrealistic goal that will set you up for failure. I like to think of the first client meeting as a two-step conversion process: the first goal is to establish trust and then get them excited about working with you.
Five Ways to Establish Trust
1) Research with Passion
Go beyond the bits, bytes, and basics. Yes, you can (and probably should) show them link details, keyword rankings, on-page issues, and a list of websites they compete with online. But go beyond SEO-specific details and think like the owner of the company. If you had the corner office, what would you want to learn in this meeting? Gain trust by understanding the client and genuinely trying to help them succeed.
2) Share Valuable Details & Insight
Too many marketers are stingy with data. One of the best ways of establishing trust is by sharing valuable insight. It’s also a way to separate yourself from the pack. Don’t hold back until after they’ve signed the contract—give it up in the meeting.
3) Listen & Ask Questions
I can’t emphasize this point enough: clients are just waiting to tell you exactly what they want from you. Unfortunately, most of us are so busy pitching that we don’t listen. Stop pitching. Listen and ask questions! It’s a two-way discussion with an opportunity to learn about their business and become a trusted marketing resource. Talk less, listen more.
4) It’s Not About You
Don’t take any longer than a minute to describe what your organization does. It’s not about you! It’s about them. Don’t try to impress them—connect with them by understanding their needs.
5) Be Honest
This tip is so powerful it’s scary. Too many people promise the world to potential clients. Rise to the top of the heap by telling them the truth and speaking in realistic terms. I’ve had many clients come back to me after months of chasing rainbows and fairy tales to ask for a realistic strategy that fits their marketing strategy. Under promise and over deliver and you’ll do just fine.
You must establish trust before you can talk about SEO
But once you’ve earned their trust, it’s time to get people fired up! Here are a few tips for generating excitement during a client meeting.
The Do’s and Don’t of Generating Excitement
Don’t Do PowerPoint Presentations
There will be a lot of people who disagree with me on this one, but hear me out. I’m not against PowerPoint presentations in every scenario, but they aren’t appropriate for most new client meetings that require intimate conversation and lively discussion. The PowerPoint format has a way of making nearly all presenters appear boring and stale, even if they have great information to share. I haven’t included PowerPoint presentations in any of my client meetings to date and my business is booming.
Do Show Real Examples
A technique I’ve found very effective is opening a series of tabbed browsers with examples of the client’s website, their competitors sites, a few educational blog posts, tools, analytic data, and real world examples/case studies to emphasize discussion points. This technique provides a general framework for discussion and allows the flexibility to alter the conversation if needed‑just click on a different tab and change the flow. These real examples and data are great at explaining SEO to clients.
Don’t Overwhelm Them With Jargon
Speak in real world language that everyone in the room can understand. If you put a potential client to sleep or leave them discouraged and confused, you most definitely won’t win their business.
Do Show Them Cool Tools
Once they have a grasp of the basics, clients love peeking under the hood and seeing the tools at work. I use tools like Linkscape, Raven SEO tools, and SEO for Firefox to share data with clients. There’s no need to go especially deep in the first meeting, but once they understand SEO a bit they think the tools are really cool.
Do Use Leave-Behinds
Unfortunately, you lose momentum the second you walk out of the room. Once you are gone, it’s tough enough for them to remember what you said, much less why they should hire you. Create custom leave-behinds. I create a 5-7 minute screen cast video immediately after each client meeting and send it to them ASAP. The videos typically discuss the main points of our meeting, address questions, and remind them of examples used as well as re-emphasize important points I want them to remember. The feedback for my video leave-behinds has been phenomenal. I encourage you to give it a shot. While there are many ways to produce the videos, I use I Show U to capture and produce the videos and Screencast to host them.
So what happened with my new client prospect who owns the matchmaking service, you ask? Well, we’ve scheduled another meeting and are brainstorming about ways we can work together. Remember, the first meeting is about gaining trust and creating excitement, which apparently I did. I’m not worried about landing the job just yet. It might take a movie, a dinner, and a walk on the beach to get things moving along, but I’m confident this will be the start of a new business relationship.
Ed Reese is a Spokane, WA-based Internet marketing consultant specializing in organic SEO, local search, and analytics. He’s consulted for high-tech firms, universities, and national non-profits, but has worked primarily with local businesses since his move to Spokane in 2008. Ed is a frequent speaker at marketing events in the Pacific Northwest and is a presenter at GetListed.org’s Local University on February 4th, in Spokane. You can follow Ed on his SEO blog and Twitter.
A first client meeting can be similar to a first date experience. One main difference i might point out is that during an initial client meeting (in most cases) there’s not the possibility that you will end up naked at the end of the meeting.
Good point, Gerald. However, that would certainly make for a memorable first meeting.
Nice analogy, I’ve just come home from a meeting with a prospective client and your points are all absolutely spot on, but as Gerald points out there are plenty of differences. You don’t want to end your client meeting by getting screwed.
Exactly. I’m not saying to give away your work. There’s just a lot of education and trust building that needs to come first. The more they understand it (within reason), the better they’ll be able to communicate the importance to the rest of their organization and the harder they will work to incorporate your efforts into their marketing plans.
Nice post. Great analogy. I feel like there is a post “Series” coming.
Client relationships: How To Get Them To Commit.
Client relationships: Getting To Third Base *Wink*
Client relationships: Marriage to Divorce – Don’t leave me this way.
LOL what a great way to look at it. I honestly never thought to even consider such a notion as that first meeting being like a date. But now that it’s been laid out this way, it makes perfect sense.
LOL – Gerald, could you expand on the in most cases comment?
I totally agree about new clients being like a first date.
One of my favorite things to do on a first date was ASK A LOT OF QUESTIONS (just ask my wife). The more I could get to know them, find out all about them, the more I knew if a second date would even be an option.
I handle new clients the same way. We’re both interviewing each other. Obviously I have to “open the door” for them, be my best self, etc. but so do they. The hardest thing I’ve had to deal with in the last few years are “yes man” people – people that say yes to EVERY BUSINESS PARTNERSHIP under the sun.
My feeling is, if you’re really good, you weigh all the options and no when to say NO.
Anyway, there’s my rant – GREAT POST!
This is so true, I agree you have to have a special kind of attitude to succeed. It's not so simple, but nothing with meeting new people and making good impression is simple.