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@Alextachalova
Make your pitch perfect, using
Competitive and Emotional Intelligence
@Alextachalova
@Alextachalova
What is the best for your
business
Logic or Emotions?
@Alextachalova
@Alextachalova@Alextachalova
Forbes Interview
with Janet Crawford:
What’s better for
business: Logic or
Emotion?
http://bi...
Until my world collapsed
Story 1
@Alextachalova
“Usually, when I write, I’m thrilled if it gets 50
views for the next day”
http://inbound.org/post/view/my-...
Isn’t good enough
Story 2
@Alextachalova@Alextachalova
One day they received a call
http://www.slideshare.net/LiamHughes4/getting-client-buyin
@Alextachalova
Emotions start the relationship.
Data closes the deal.
@Alextachalova
@Alextachalova
The Best Leads Channels
@Alextachalova
0
10
20
30
40
50
60
70
80 Worf-of-mouth
Organictraffic
OfflineEvents...
@Alextachalova
The Average Customers LTV
@Alextachalova
0
5
10
15
20
25
30
35
40 1-2years
3-5years
7+years
5-7years
9-12mo...
@Alextachalova
Make your customers feel
Special
@Alextachalova
@Alextachalova
Small favors cost nothing,
but change attitude
towards you dramatically
@Alextachalova
@Alextachalova
A case from my life
@Alextachalova
Restaurant Research
X = 3%
2 X = 14%
23%X =?
1
https://www.youtube.com/watch?v=cFdCzN7RYbw
@Alextachalova
Use the power of
Personalization!
@Alextachalova
@Alextachalova
Adding Data about your clients on
your site
@Alextachalova
@Alextachalova
Holiday Greetings!
@Alextachalova
@Alextachalova
Sending small gifts and swag!
@Alextachalova
@Alextachalova
A little hand written “thank you” note
@Alextachalova
@Alextachalova
Social Media listening
@Alextachalova
@Alextachalova
Video Calling
@Alextachalova
@Alextachalova
Real life Meetings
@Alextachalova
@Alextachalova
Why do I need
Apple Watch?
@Alextachalova
System 1 – Yes/No
System 2 – Justification
@Alextachalova
The most common reasons of lost
deals
@Alextachalova
0
10
20
30
40
50
60
70
Price
Clientwasn'tableto
unders...
@Alextachalova
Use this strategy to speed up:
@Alextachalova
1. Conversion to paying customers
2. Increase the % of conver...
@Alextachalova@Alextachalova
@Alextachalova
How to make them aware?
@Alextachalova
• Find and Point out
• Organize and Present
• Analyze your results
@Alextachalova
Tools Agencies use to pitch clients
@Alextachalova
0
10
20
30
40
50
60
70
All Regions
@Alextachalova
SEMrush
@Alextachalova
Missed
Opportunities
Your site
@Alextachalova
SERPstat
@Alextachalova
It’s an issue!
@Alextachalova
Searchmetrics
@Alextachalova
Below the industry
average metric!
@Alextachalova
SEOmonitor
@Alextachalova
I’ll charge less!
@Alextachalova
Horizon
@Alextachalova
You have less than 7% of
market!
@Alextachalova
PI Datametrics
@Alextachalova
Your SEO visibility below
the average in industry!
@Alextachalova
Raven Tools
@Alextachalova
Ouch! It’s not a positive
trend 
@Alextachalova
Buzzsumo
@Alextachalova
Your competitor invests
in content!
@Alextachalova
Ahrefs
@Alextachalova
Your competitor’s
content generates
links!
@Alextachalova
SimilarWeb
@Alextachalova
You have an issue with
PR!
@Alextachalova
MOZ
@Alextachalova
Your brand is weak!
@Alextachalova
RivalIQ
@Alextachalova
You don’t use all
channels!
@Alextachalova
Why Prebuilt Templates?
@Alextachalova
• Time
• Being more effective
• Branding
• Tracking results
@Alextachalova
The Popularity of Prebuilt Templates
@Alextachalova
0
10
20
30
40
50
60
70
80
Yes No
All Regions
@Alextachalova
Tip!
@Alextachalova
Organize them based on a specific client profile
and most important needs of that speci...
@Alextachalova
Tracking results:
Usage of CRM system
@Alextachalova
0
10
20
30
40
50
60
70
Yes No
All Regions
@Alextachalova
Tracking results:
Usage of CRM system
@Alextachalova
0
10
20
30
40
50
60
70
Yes No
All Regions
@Alextachalova
Non-stop process of improvements
@Alextachalova
@Alextachalova
Emotions and Data – Combined
@Alextachalova
Emotional Intelligence:
• Builds and prolongs
our relationship ...
@Alextachalova
Thank you!
@Alextachalova
@AlexTachalova
bit.ly/alex-linkedin
Facebook.com/alexandra.tachalova
alextachalov...
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Make your pitch perfect, using competitive and emotional intelligence - SEOZONE

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Publié le

These are the areas I covered in my speech at SEOZONE:

1. How to create an effective pitch based on a combination of data, logic and emotion

2. How to approach client pitches as a business process, applying organization and scalable systems (such as CRM, templates, and specific steps)

Publié dans : Marketing
  • Soyez le premier à commenter

Make your pitch perfect, using competitive and emotional intelligence - SEOZONE

  1. 1. @Alextachalova Make your pitch perfect, using Competitive and Emotional Intelligence @Alextachalova
  2. 2. @Alextachalova What is the best for your business Logic or Emotions? @Alextachalova
  3. 3. @Alextachalova@Alextachalova Forbes Interview with Janet Crawford: What’s better for business: Logic or Emotion? http://bit.ly/forbes_emotions
  4. 4. Until my world collapsed Story 1
  5. 5. @Alextachalova “Usually, when I write, I’m thrilled if it gets 50 views for the next day” http://inbound.org/post/view/my-content-only-went-viral-after-my-world-collapsed Nathan T. Baker Content Marketing Specialist at Raven Tools
  6. 6. Isn’t good enough Story 2
  7. 7. @Alextachalova@Alextachalova One day they received a call http://www.slideshare.net/LiamHughes4/getting-client-buyin
  8. 8. @Alextachalova Emotions start the relationship. Data closes the deal. @Alextachalova
  9. 9. @Alextachalova The Best Leads Channels @Alextachalova 0 10 20 30 40 50 60 70 80 Worf-of-mouth Organictraffic OfflineEvents PaidTraffic DedicatedLead GenerationCampaigns SMMTraffic OnlineEvents Other %
  10. 10. @Alextachalova The Average Customers LTV @Alextachalova 0 5 10 15 20 25 30 35 40 1-2years 3-5years 7+years 5-7years 9-12months 3-5months 6-9months lessthan1month %
  11. 11. @Alextachalova Make your customers feel Special @Alextachalova
  12. 12. @Alextachalova Small favors cost nothing, but change attitude towards you dramatically @Alextachalova
  13. 13. @Alextachalova A case from my life @Alextachalova
  14. 14. Restaurant Research X = 3% 2 X = 14% 23%X =? 1 https://www.youtube.com/watch?v=cFdCzN7RYbw
  15. 15. @Alextachalova Use the power of Personalization! @Alextachalova
  16. 16. @Alextachalova Adding Data about your clients on your site @Alextachalova
  17. 17. @Alextachalova Holiday Greetings! @Alextachalova
  18. 18. @Alextachalova Sending small gifts and swag! @Alextachalova
  19. 19. @Alextachalova A little hand written “thank you” note @Alextachalova
  20. 20. @Alextachalova Social Media listening @Alextachalova
  21. 21. @Alextachalova Video Calling @Alextachalova
  22. 22. @Alextachalova Real life Meetings @Alextachalova
  23. 23. @Alextachalova Why do I need Apple Watch?
  24. 24. @Alextachalova System 1 – Yes/No System 2 – Justification
  25. 25. @Alextachalova The most common reasons of lost deals @Alextachalova 0 10 20 30 40 50 60 70 Price Clientwasn'tableto understandavalueof proposedservice Time Other Competition Lackofneeded services %
  26. 26. @Alextachalova Use this strategy to speed up: @Alextachalova 1. Conversion to paying customers 2. Increase the % of conversions
  27. 27. @Alextachalova@Alextachalova
  28. 28. @Alextachalova How to make them aware? @Alextachalova • Find and Point out • Organize and Present • Analyze your results
  29. 29. @Alextachalova Tools Agencies use to pitch clients @Alextachalova 0 10 20 30 40 50 60 70 All Regions
  30. 30. @Alextachalova SEMrush @Alextachalova Missed Opportunities Your site
  31. 31. @Alextachalova SERPstat @Alextachalova It’s an issue!
  32. 32. @Alextachalova Searchmetrics @Alextachalova Below the industry average metric!
  33. 33. @Alextachalova SEOmonitor @Alextachalova I’ll charge less!
  34. 34. @Alextachalova Horizon @Alextachalova You have less than 7% of market!
  35. 35. @Alextachalova PI Datametrics @Alextachalova Your SEO visibility below the average in industry!
  36. 36. @Alextachalova Raven Tools @Alextachalova Ouch! It’s not a positive trend 
  37. 37. @Alextachalova Buzzsumo @Alextachalova Your competitor invests in content!
  38. 38. @Alextachalova Ahrefs @Alextachalova Your competitor’s content generates links!
  39. 39. @Alextachalova SimilarWeb @Alextachalova You have an issue with PR!
  40. 40. @Alextachalova MOZ @Alextachalova Your brand is weak!
  41. 41. @Alextachalova RivalIQ @Alextachalova You don’t use all channels!
  42. 42. @Alextachalova Why Prebuilt Templates? @Alextachalova • Time • Being more effective • Branding • Tracking results
  43. 43. @Alextachalova The Popularity of Prebuilt Templates @Alextachalova 0 10 20 30 40 50 60 70 80 Yes No All Regions
  44. 44. @Alextachalova Tip! @Alextachalova Organize them based on a specific client profile and most important needs of that specific client
  45. 45. @Alextachalova Tracking results: Usage of CRM system @Alextachalova 0 10 20 30 40 50 60 70 Yes No All Regions
  46. 46. @Alextachalova Tracking results: Usage of CRM system @Alextachalova 0 10 20 30 40 50 60 70 Yes No All Regions
  47. 47. @Alextachalova Non-stop process of improvements @Alextachalova
  48. 48. @Alextachalova Emotions and Data – Combined @Alextachalova Emotional Intelligence: • Builds and prolongs our relationship with clients Competitive Intelligence: • Speeds up conversion to paying customers and increase % of “closed won” deals
  49. 49. @Alextachalova Thank you! @Alextachalova @AlexTachalova bit.ly/alex-linkedin Facebook.com/alexandra.tachalova alextachalova@gmail.com Alextachalova.com

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