Email - Refusing SEO Clients

[John Scott]

Several times a month we receive inquires about serving clients with a budget under $10,000. And we are in fact in business to create profit, so you might find it odd that we turn away clients who could be adding to our bottom line. So let me take a moment to explain our position.

We have been in business for years, so we know that when we take on a new client, that client will most likely be around pestering us for years. Yes, five years later, and even 7 years later. And we do not charge clients for every single email we respond to or every single phone consultation. In several ways, the client / consultant relationship is a partnership. We are a strong company, a serious company that makes serious sacrifices for serious clients. We believe that strength is the only way to succeed in the dot com space. Our philosophy is one of lead, follow or get out of the way.

We want to work with leaders. We do not want pussies or pushovers or silly noncommittal pansies. I can’t state it clearer than that. If you cannot commit $10,000 to your business, it’s a good guess that you are a noncommittal pansy, and our clients eat noncommittal pansies for breakfast.

Look at it from our point of view. SEO Company “X” has a client with a $50,000 budget who is gunning for the same keywords as you. At the same time, we take you, a noncommittal pansy, who has a budget of $2,000. Who is going to get the top spot? There’s a good chance the Big Dick with $50,000 will get the top spot, putting us in the #2 spot, and we do not like being #2.

There is also the matter of demand. With the demand on our time, we need to be selective about who we serve. If you come to us wanting to be ranked for “Flowers” and we take your $2,000, that contract would effective preclude any future contracts in that market, so we might just be turning down a $100,000 contract from another “Flowers” client.

Hope this all makes sense.

Is this email a bit too blunt?

[Jesse Vlasveld]

The email cannot be any clearer.
However it is written with the wrong words to be sent to a client in my opinion.

[John Scott]

A non-client, but still, you think it's too blunt?

[chicgeek]

I think you can be much more succinct. "Explaining your position" just kinda bashes them over the head with it.

Several times a month we receive inquires about serving clients with a budget under $10,000. We require a greater financial commitment to produce the results and you have proven unwilling to invest this in your company.

The clients we select are in fact partners. We are a strong company, a serious company that makes serious sacrifices for serious clients.

There is also the matter of demand. With the demand on our time, we need to be selective about who we serve.

Hope this all makes sense.

You can still be an ass without being a complete ass.

[SkGold]

IMO may be a little especially this:

Originally Posted by John Scott

We do not want pussies or pushovers or silly noncommittal pansies.

Also when I see something like this

Originally Posted by John Scott

There’s a good chance the Big Dick with $50,000 will get the top spot, putting us in the #2 spot, and we do not like being #2.

I always have a question – If I do spend more than Big Dick are you guarantee me position #1 for keyword “flowers” and if yes for how long?

[Aviva]

I'd re-work this a bit and turn it into a blog post, then post it on your blog. Maybe something like "5 Reasons Why Discount SEO Doesn't Work"

Then, when clients want to retain you but don't want to pay $10K, just send them the url of the blog post.

[Jesse Vlasveld]

Good suggestion by Aviva.
Smoothen the words and itll all be ok.

[kristeejo]

We want to work with leaders. We do not want pussies or pushovers or silly noncommittal pansies. I can’t state it clearer than that. If you cannot commit $10,000 to your business, it’s a good guess that you are a noncommittal pansy, and our clients eat noncommittal pansies for breakfast.

This paragraph should not be used or re-phrased IMO. It's never good to call anyone a pussy or a pansy...unless it's my ex.

[Cricket]

Originally Posted by kristeejo

This paragraph should not be used or re-phrased IMO. It's never good to call anyone a pussy or a pansy...unless it's my ex.

Hey now! I thought you told me it was a term of term of endearment when you called me that!

[solidghost]

It tells u somethin very important.
Pansy or not. Money is everything.

[John Scott]

Originally Posted by Aviva

I'd re-work this a bit and turn it into a blog post, then post it on your blog. Maybe something like "5 Reasons Why Discount SEO Doesn't Work"

Then, when clients want to retain you but don't want to pay $10K, just send them the url of the blog post.

Very good idea, thanks!

[MadEvan]

I mostly agree with Aviva, but if your not blunt or brash they just won't get it. While $10k maybe the bare minimum, that's also not what your looking for. Some one who wants to put up just enough to get by. I think that would be lost on most if you prune it.

[IndigoBlack]

Originally Posted by MadEvan

I mostly agree with Aviva, but if your not blunt or brash they just won't get it. While $10k maybe the bare minimum, that's also not what your looking for. Some one who wants to put up just enough to get by. I think that would be lost on most if you prune it.

It's true that no matter what you do there will be dunderheads who just don't get it. But there is blunt and then there is that email.

You want to get the truth across but at the same time you don't want to scare off future business. The low budget potential today could be that $100,000 client tomorrow. So I agree with the suggestions to cut some of the harsh language (especially the potty language). Just state your position as succinctly as possible and refer people to it as neccessary

[AnaB]

John,

The email is very clear but..

I personally wouldn't email that to anyone. I'd re-work it. I'd make it non direct. I wouldn't use "You" in the email because it makes them feel like you're personally insulting them when you obviously are not. You're just telling them your position. I'd say something like:

I'm sorry, we are unable to accommodate you/your needs and then list all the possible reasons why they maybe...including the question of the budget...

And while you do that, why not offer them to look at your brand new seo ebook or join you at an SEO conference or buy links from the V7N contextual program which will help them rank better through great links in high quality blogs?

A lot of them will take you on it. Some of them may add to their budget, others may buy tickets to your seminars or become your clients in something else..

The least you could do is tell them you can't do it for them but they can join your forum to learn and do it themselves or buy your other product to learn it (you could use an affiliate link).

From a marketing perspective: For an average business, ticking off even one person could result in great loss. That person may know 10 other people and tell them about his/her negative experience, the 10 other people may tell their friends and so on...which means even in two tiers a loss of 100 potential customers..

Best,
Ana

[WagerX]

Its' too negative and offensive (for most). Offer alternatives for lower budget marketters. If I spent $10,000 for every "SEO" then I'd run out of money.. hmm the second month.. lol..

[Sadu]

I really don't like the tone of the email. Are you suggesting that every business without big wads of cash is a pussy or pansy? It sounds like you are.

You can achieve good results with a small budget if you are innovative and have a good product / service / business case. There is a big difference between low budget and low quality - don't mistake the two.

Is there anything wrong with starting at a level you can afford, and doing well with "[location] flowers" before going straight for "flowers"? I don't think so.

By not gunning for "flowers" straight away, does this make you a pansie? I don't think so.

If you happen to believe that the long tail search phrases are better value for your site than the super competitive phrases, is this really a problem? I don't think so.

In my opinion, your email is way too strong. Sure, you have your place in the market, but there are plenty of good people doing good things in other parts of the market too, so show some respect dude.

Refusing clients is perfectly fine, it's a great position to be in, but lay off the insults - it helps nobody. Offer them some honest advice, and they might come back when their budget is more in tune with what you are looking for.

My 2c.

[John Scott]

Are you suggesting that every business without big wads of cash is a pussy or pansy?

Everybody has $10,000 for a business, and if they aren't committing it I think they are just not willing to commit.

[Johan007]

Childish, insulting, unprofessional email. Simply decline quoting “it is a conflict of interest” would be much better. If on the other hand you want to start bidding war by all means simply give them a new quote in a nice way.

No not all companies have or should spend $10,000 competitive SEO unless they will receive ROI.

[Ferre]

Originally Posted by John Scott

Everybody has $10,000 for a business, and if they aren't committing it I think they are just not willing to commit.

I tend to dissagree. Sure, everyone has $10.000 for a business, but every business also has its priorities.

When a business spends tens of thousands at other ways of promoting their business, that doesn't make them pansies when they choose not to spend $10.000 on seo alone. I know people with successful businesses who rather spend money to give away t-shirts and stuff than to give it to someone to promote their website, many businesses do not rely on their website for their business at all.

Take real estate agents, some of them spend tons to advertise in local newspapers and magazines and do not rely on the internet at all for their business. I don't think they are pansies when they understand about priorities.

[chicgeek]

Originally Posted by Ferre

I tend to dissagree. Sure, everyone has $10.000 for a business, but every business also has its priorities.

When a business spends tens of thousands at other ways of promoting their business, that doesn't make them pansies when they choose not to spend $10.000 on seo alone. I know people with successful businesses who rather spend money to give away t-shirts and stuff than to give it to someone to promote their website, many businesses do not rely on their website for their business at all.

Take real estate agents, some of them spend tons to advertise in local newspapers and magazines and do not rely on the internet at all for their business. I don't think they are pansies when they understand about priorities.

What he said.