Reach a documented proposal for terms or identify the approval needed; do not give legal advice.
The situation
In this fictional brief, important product pages attract poorly matched searches. The buyer wants a prioritised set of pages and search tasks tied to the offer. Your offer is a technical and content opportunity audit, but you must first establish whether its scope addresses the actual need.
A relevant delivery constraint is that the development team can implement only a few changes this month. Treat that as a fact in the exercise; do not remove it to make the sale easier.
| Your counterpart | a business owner with traffic but few enquiries |
|---|---|
| Offer under discussion | a technical and content opportunity audit |
| Evidence available | a sample audit entry connecting a query, page issue, proposed fix and measurement |
| Terms to clarify | Agree implementation ownership, reporting periods and what is outside scope. |
How to approach payment terms discussion
A useful question for this stage: “Which part of the proposed schedule conflicts with your approval process?” Ask it when the conversation creates a reason for it, rather than reciting every question in order.
- Separate payment timing, invoicing milestones and scope acceptance. Explain the work or cost each milestone covers.
- Ground the discussion in the buyer’s work. Ask: “Which enquiries should organic search bring, and which should it avoid?” Listen for a concrete example before making a claim.
- Use evidence relevant to the decision: a sample audit entry connecting a query, page issue, proposed fix and measurement. Explain what it demonstrates and what remains unverified.
- Reach a documented proposal for terms or identify the approval needed; do not give legal advice.
Example exchange
An illustrative exchange. Real conversations will take a different path.
SellerHow do invoices move from approval to payment in your organisation?
BuyerOur concern is that important product pages attract poorly matched searches. Also, the development team can implement only a few changes this month.
SellerWhich enquiries should organic search bring, and which should it avoid?
BuyerCan you put us first on Google next month?
SellerWe cannot guarantee positions. We can establish the baseline, fix the highest-impact issues and measure relevant visibility and enquiries over time.
SellerWhich part of the proposed schedule conflicts with your approval process?
An industry-specific concern
Buyer: “Can you put us first on Google next month?”
Possible response: “We cannot guarantee positions. We can establish the baseline, fix the highest-impact issues and measure relevant visibility and enquiries over time.”
Why this response helps: it acknowledges the concern, brings the discussion back to a verifiable requirement and leaves room for a different decision. Adapt the wording to what the buyer actually said.
Run the practice
- Prepare for two minutes. One person takes the seller role and one plays a business owner with traffic but few enquiries. Read the offer and constraint separately from your preferred answer.
- Have a five-minute conversation focused on clarify the payment process and discuss workable terms within your actual authority. The buyer should answer consistently with the brief and ask for evidence when a claim is vague.
- Add this challenge: The buyer asks for an exception you cannot authorise. Acknowledge the request and state the review process.
- Pause for feedback. Quote one useful question and one missed opportunity. Repeat the difficult exchange using a different response.
- Finish by writing the actual agreement. A sensible option, when it fits, is to audit one product section and implement a small agreed set of fixes. A clear decision to pause is also a useful outcome.
What to avoid
| Common mistake | Confusing a verbal promise with an approved payment arrangement. |
|---|---|
| A stronger direction | Let us write down the agreed milestones and have the responsible people confirm them before work begins. |
| Scope and claim boundary | Do not invent search volumes, positions or guaranteed indexing dates. |
| What to measure in real work | qualified organic enquiries, separated from brand and support traffic. Establish a baseline and definition before interpreting a change. |
Your working sheet
Write your own version below. Notes are saved on this browser when local storage is available. Use Download to keep a separate copy; avoid adding confidential information on a shared device.
Example: important product pages attract poorly matched searches; the development team can implement only a few changes this month.
Example: Which part of the proposed schedule conflicts with your approval process? Industry question: Which enquiries should organic search bring, and which should it avoid?
Example: a sample audit entry connecting a query, page issue, proposed fix and measurement. Do not invent search volumes, positions or guaranteed indexing dates.
Example: Propose a clear next step, such as: audit one product section and implement a small agreed set of fixes. Confirm the owner and date.
Review your work
Tick only what you can support with your answer or practice. This is a reflection checklist, not an automated assessment.
Questions about this resource
Who is this seo agencies exercise for?
Founders, salespeople and account managers preparing for a conversation about a technical and content opportunity audit. Adapt the brief to your real offer and authority before using it at work.
Can I use the example as a script?
Use the questions as prompts. Listen and respond to the buyer’s actual meaning. The target is to clarify the payment process and discuss workable terms within your actual authority, not to deliver a memorised speech.
How should I assess the result?
Reach a documented proposal for terms or identify the approval needed; do not give legal advice. Use the three review questions below. The checklist is for reflection; it is not a validated prediction of sales performance.
Fictional training scenario. The dialogue illustrates response choices; it is not a customer testimonial or a record of a real sale. About these resources.