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)

1. @Alextachalova
Make your pitch perfect, using
Competitive and Emotional Intelligence
@Alextachalova

2. @Alextachalova
What is the best for your
business
Logic or Emotions?
@Alextachalova

3. @Alextachalova@Alextachalova
Forbes Interview
with Janet Crawford:
What’s better for
business: Logic or
Emotion?
http://bit.ly/forbes_emotions

4. Until my world collapsed
Story 1

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. Isn’t good enough
Story 2

7. @Alextachalova@Alextachalova
One day they received a call
http://www.slideshare.net/LiamHughes4/getting-client-buyin

8. @Alextachalova
Emotions start the relationship.
Data closes the deal.
@Alextachalova

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. @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. @Alextachalova
Make your customers feel
Special
@Alextachalova

12. @Alextachalova
Small favors cost nothing,
but change attitude
towards you dramatically
@Alextachalova

13. @Alextachalova
A case from my life
@Alextachalova

14. Restaurant Research
X = 3%
2 X = 14%
23%X =?
1
https://www.youtube.com/watch?v=cFdCzN7RYbw

15. @Alextachalova
Use the power of
Personalization!
@Alextachalova

16. @Alextachalova
Adding Data about your clients on
your site
@Alextachalova

17. @Alextachalova
Holiday Greetings!
@Alextachalova

18. @Alextachalova
Sending small gifts and swag!
@Alextachalova

19. @Alextachalova
A little hand written “thank you” note
@Alextachalova

20. @Alextachalova
Social Media listening
@Alextachalova

21. @Alextachalova
Video Calling
@Alextachalova

22. @Alextachalova
Real life Meetings
@Alextachalova

23. @Alextachalova
Why do I need
Apple Watch?

24. @Alextachalova
System 1 – Yes/No
System 2 – Justification

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. @Alextachalova
Use this strategy to speed up:
@Alextachalova
1. Conversion to paying customers
2. Increase the % of conversions

27. @Alextachalova@Alextachalova

28. @Alextachalova
How to make them aware?
@Alextachalova
• Find and Point out
• Organize and Present
• Analyze your results

29. @Alextachalova
Tools Agencies use to pitch clients
@Alextachalova
0
10
20
30
40
50
60
70
All Regions

30. @Alextachalova
SEMrush
@Alextachalova
Missed
Opportunities
Your site

31. @Alextachalova
SERPstat
@Alextachalova
It’s an issue!

32. @Alextachalova
Searchmetrics
@Alextachalova
Below the industry
average metric!

33. @Alextachalova
SEOmonitor
@Alextachalova
I’ll charge less!

34. @Alextachalova
Horizon
@Alextachalova
You have less than 7% of
market!

35. @Alextachalova
PI Datametrics
@Alextachalova
Your SEO visibility below
the average in industry!

36. @Alextachalova
Raven Tools
@Alextachalova
Ouch! It’s not a positive
trend 

37. @Alextachalova
Buzzsumo
@Alextachalova
Your competitor invests
in content!

38. @Alextachalova
Ahrefs
@Alextachalova
Your competitor’s
content generates
links!

39. @Alextachalova
SimilarWeb
@Alextachalova
You have an issue with
PR!

40. @Alextachalova
MOZ
@Alextachalova
Your brand is weak!

41. @Alextachalova
RivalIQ
@Alextachalova
You don’t use all
channels!

42. @Alextachalova
Why Prebuilt Templates?
@Alextachalova
• Time
• Being more effective
• Branding
• Tracking results

43. @Alextachalova
The Popularity of Prebuilt Templates
@Alextachalova
0
10
20
30
40
50
60
70
80
Yes No
All Regions

44. @Alextachalova
Tip!
@Alextachalova
Organize them based on a specific client profile
and most important needs of that specific client

45. @Alextachalova
Tracking results:
Usage of CRM system
@Alextachalova
0
10
20
30
40
50
60
70
Yes No
All Regions

46. @Alextachalova
Tracking results:
Usage of CRM system
@Alextachalova
0
10
20
30
40
50
60
70
Yes No
All Regions

47. @Alextachalova
Non-stop process of improvements
@Alextachalova

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. @Alextachalova
Thank you!
@Alextachalova
@AlexTachalova
bit.ly/alex-linkedin
Facebook.com/alexandra.tachalova
alextachalova@gmail.com
Alextachalova.com