Explaining Google Places citations/upkeep to clients.

Frostedbutts

Frostedbutts

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Short backstory: I met with a client for a small construction business in my hometown. I nailed the sale (he told me he had no intention of signing up immediately, but that I did such a good job he had no problem with it), but still noticed flaws in my delivery. One of the biggest things I noticed I had issue with was selling the monthly fee.

He understood that there was a level of monthly maintenance, and after a bit of talking he got the gist of it, but I had a really hard time trying to give an accurate description of explaining the monthly upkeep and citation creation to him. Obviously I know what they are and how to do them, but had a hard time translating that into non-tech talk.

So - how do you explain your monthly work to your clients? Do you explain citations? Do you explain your upkeep in general terms?
 
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Tell me if this is a terrible metaphor, but in my head it made perfectly sense. Imagine your client is a train and his competitors are trains as well. They are in a race, and in order to keep your clients train ahead of the others, you have to constantly scoop coal into the fire. (Scooping coal = adding citations, etc.).
 
tell him that google requires constant activity in order to keep his rankings, or he will drop. This includes adding citations, reviews, backlinks, videos, images, ect. If he has a website, tell him that his google places position is also judged by the activity on his website as well. (fresh content, backlinks, citations, reviews) It's not a "set it and forget it" situation
 
ronmojohny said:
tell him that google requires constant activity in order to keep his rankings, or he will drop. This includes adding citations, reviews, backlinks, videos, images, ect.
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I think this is spot on.

Also, realistically you aren't going to get him to spot 1 after 1 or 2 months so the on-going payments are to keep moving him up.

It's either that or a massive one-off fee for results a few months later, followed by a slow decline.

The train thing is pretty good though too.
 
The train is a good one, but the coal is not just citations its a ton of shit regular backlinking, reviews ( not just gp reviews) PR's, monitoring the competitions work and linkscape. All the time in analysis for a seven pack is worth the monthly fee in it self! Gas, Grass or Cash nobody rides for free;) Or coal too LOL
 
dont tell them about the technical stuff to justify your monthly cost. just tell them that they will get an edge over their competition by using your GP services, but the competition will see that and catch up, so there's a lot of ongoing work to do to keep them ahead of the competition.
 
The train analogy is pretty much exactly what I was going to say.
I was going to say tell them its like a car; you can't put fuel in it once and expect it to go forever.
 
Frostedbutts said:
Short backstory: I met with a client for a small construction business in my hometown. I nailed the sale (he told me he had no intention of signing up immediately, but that I did such a good job he had no problem with it), but still noticed flaws in my delivery. One of the biggest things I noticed I had issue with was selling the monthly fee.

He understood that there was a level of monthly maintenance, and after a bit of talking he got the gist of it, but I had a really hard time trying to give an accurate description of explaining the monthly upkeep and citation creation to him. Obviously I know what they are and how to do them, but had a hard time translating that into non-tech talk.

So - how do you explain your monthly work to your clients? Do you explain citations? Do you explain your upkeep in general terms?
Click to expand...

take his money- build up citations for his competitor and then call him back in 45 days with a last chance to sign up for a monthly maintenance fee.
 
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