Making sales calls can be tough, especially when you want to avoid sounding pushy or like a typical salesperson. But what if you could turn those calls into helpful conversations that build trust and show real value? That’s exactly what I’ll share here — a clear, friendly way to handle local SEO sales calls that works well with small business owners, like tree contractors.
This approach comes from years of experience and uses smart tools and strategies to make the process smooth and effective. Whether you’re new to sales calls or looking for a better way to connect with prospects, this guide will walk you through the full process — from delivering a free listing review to offering services that meet their needs.
Table of Contents
Starting the Sales Call with a Free Listing Review
The first step in the sales call is to deliver something free and useful. For local SEO, that’s usually a review of the business’s online directory listing. Before the call even happens, automation tools do a lot of the work behind the scenes:
- A cold email gets sent to the prospect.
- If they reply, an automated system creates a contact card and notifies the team.
- The team collects company info and optimizes the listing with photos, videos, business hours, and more.
- Automated messages confirm the listing is being worked on and ask the prospect about their service area.
- If the prospect doesn’t reply, follow-ups happen via email, SMS, and even an AI voice call.
All this automation builds rapport and gathers useful info without pushing a sale. When the listing is ready, the prospect gets an invitation to book a call to review it together. This call is the start of the sales conversation, but it feels more like a helpful walkthrough than a pitch.
How to Structure the Call: Flexibility Is Key
Every sales call follows a similar structure but isn’t robotic or rigid. Think of your sales talk as a set of puzzle pieces — different sections or snippets you can rearrange depending on how the conversation flows. This keeps it natural and responsive, which helps build trust.
Here’s the basic flow I use:
- Greet the prospect and explain what the call will cover.
- Review their listing together to make sure everything is accurate and complete.
- Introduce any problems or issues found during the listing optimization.
- Ask if it makes sense to continue the conversation about possible solutions.
- If yes, present low-cost service options that address their needs.
- Leave the decision in their hands — no pressure, no hard sell.
- Follow up with nurturing emails to reinforce the conversation.
This method creates a relaxed environment where the prospect feels in control. It’s not just about closing a sale; it’s about showing them you understand their business and want to help.
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Using Visual Aids to Show the Problem
One of the most powerful tools in this call is a visual comparison of where the business wants to get jobs versus where their listing actually gets traffic. For example, if a tree service says they want to serve a wide area, but Google shows their listing only pulls leads from a small part of that area, I show them an image highlighting this gap.
This “problem-agitate-solution” approach helps prospects see the issue clearly. It’s not just words — it’s data and visuals that make the problem real. Then I explain how our services can help expand their reach and get more jobs from the areas they want.
Presenting Services Without Pressure
After reviewing the listing and showing the problem, I talk about the services we offer. These usually include:
- Creating or improving a local website (LLG sites)
- Google Business Profile SEO campaigns
- Review management and generation services
I always start by explaining that these are low-cost, front-end services designed to fix the problems we found. I tell prospects upfront that I’m not going to hard sell them or push them to decide on the call. Instead, I present the options and let them decide if it makes sense to work together.
Often, if a prospect seems hesitant about bigger investments, I focus on the review service. This is a powerful starting point because it can quickly boost their Google Business Profile’s performance by increasing positive reviews from past customers.
The Power of Reviews for Local SEO
Reviews are often the quickest way to improve local SEO results. Getting 10 to 20 new reviews within a week can create a noticeable boost in rankings and visibility on Google Maps. This quick win builds confidence and opens the door for selling additional services later.
However, collecting reviews requires a good customer list. Many local businesses, especially tree contractors, don’t have their customer data in an easy-to-use format. Sometimes it takes a few weeks to get a clean list with customer names, phone numbers, and emails. I remind clients that having either a phone number or email is enough to get started.
When needed, we also use other methods to gather reviews without spamming or buying fake reviews — always following ethical practices.
Nurturing Prospects After the Call
Once the call is over, I don’t just leave prospects hanging. I tag their contact record with the service we discussed and enroll them in an email nurture sequence. These emails continue to explain the problems and benefits, with gentle calls to action to encourage them to take the next step.
These follow-ups happen over 10 days, sending about five emails every couple of days. The last emails have stronger calls to action but still avoid pressure. This slow drip approach keeps the conversation going and helps prospects feel comfortable about deciding when they’re ready.
Why This Approach Works for Local Businesses
Local businesses like tree contractors often get pitched by aggressive marketers who don’t take time to understand their needs. That makes them wary and quick to shut down conversations. By offering a free listing review first and only introducing services after building rapport, prospects see you as a helpful partner, not just a salesperson.
Also, by focusing on low-cost front-end services and letting prospects make decisions on their own timeline, you create a less stressful experience. This leads to higher success rates and better long-term relationships.
Summary of the Sales Call Process
- Automate initial outreach and gather info about the business and service area.
- Optimize and prepare a detailed online listing with photos, videos, and business info.
- Invite the prospect to book a listing review call.
- On the call, review the listing together and get their feedback.
- Show them the problem areas with visuals and data.
- Present low-cost service options to fix the issues.
- Respect their decision, avoid hard selling, and offer follow-up emails for nurturing.
- Use reviews as a quick win to build trust and open the door for more services.
Frequently Asked Questions
Why do you start with a free listing review?
Starting with a free review helps build trust and shows you’re there to help first, not just to sell. It gives prospects a chance to see value right away and opens the door for a friendly conversation.
How does automation help in this sales process?
Automation handles initial outreach, confirms replies, collects information, and schedules calls without needing constant manual work. It also sends follow-up messages and reminders, making the process smooth and consistent.
What if a prospect doesn’t want to book a call?
Sometimes prospects ask why they can’t just get the listing sent to them. In those cases, you explain that during the review, you’ll also discuss some issues that could be holding back their business. This creates a reason to have the call and often encourages them to book.
Why focus on reviews as a starting service?
Reviews can quickly improve a business’s online presence and ranking. They provide a fast, visible result that builds confidence in your services. It’s often easier to sell additional services once prospects see positive changes from review management.
How do you handle prospects who are not ready to buy?
You respect their timeline and don’t pressure them. Instead, you enroll them in nurturing emails that remind them of the benefits and keep the conversation open. The door is always open when they decide they’re ready.
Is this approach only for tree contractors?
No, while this example focuses on tree contractors, the principles and sales process can work well for many local service businesses that rely on local SEO and Google Business Profiles.
Final Thoughts
Sales calls don’t have to be stressful or pushy. By offering helpful, free services first, using automation to keep things organized, and presenting solutions in a friendly, no-pressure way, you can build trust and close more sales. The key is to listen to what the prospect needs, show clear evidence of problems, and offer easy-to-understand options that fit their budget and goals.
This proven structure creates a comfortable experience for both you and your prospects, helping you grow your local SEO business while making real connections.