Chris Dreyer, the founder of Rankings.io, discusses his journey and the lessons learned from running an SEO agency specializing in law firms for nearly 12 years. 

The conversation covered a range of topics, including:

• Outbound sales challenges

• Cash flow management

• Hiring practices

• Team structure

• Importance of product-market fit

Here, we break down each key insight shared by Chris, offering actionable advice and thorough explanations to guide agency owners and professionals in the SEO industry.

Outbound Sales Challenges

The Pitfalls of Outsourcing Sales

Chris addressed a common challenge for many agencies: outbound sales. 

Initially, Rankings.io outsourced their sales efforts, investing heavily in external vendors. Chris recalls spending around $40,000 to $50,000 a month on outbound sales, employing multiple sales representatives. 

However, he quickly learned that outsourcing sales often leads to a lack of control and commitment.

Bringing Sales In-House

The turning point came when Chris decided to bring sales in-house. 

He emphasizes the importance of having a dedicated leader who believes in the sales process and can effectively manage the team. 

With the right leadership and control over the sales strategy, Rankings.io was able to implement account-based marketing and proactively seek out leads, rather than waiting for them to come in. 

Chris reflects on the significant financial investment he made in learning this lesson, totaling over $1 million.

Actionable Advice:

• Invest in In-House Sales Teams: Ensure you have a dedicated leader who can manage and motivate the team.

• Implement Account-Based Marketing: Focus on proactively seeking out leads rather than waiting for them to come to you.

• Control Your Sales Strategy: Maintain control over your sales efforts to ensure alignment with your business goals.

The Importance of a Targeted Approach

Controlling the Target List

When discussing the specifics of their outbound sales strategy, Chris highlights the necessity of controlling the target list. 

Many outsourced sales teams pull lists from various tools without proper vetting. Instead, Chris advocates for leveraging existing contacts within a CRM system, such as HubSpot or Salesforce, to create a more effective sales strategy.

Quality Hires

Consistency and quality hires are also crucial. 

Chris shares that nearly all of their business development representatives (BDRs) were former top performers in their previous roles. By recruiting high-caliber talent, Rankings.io has been able to maintain a competitive edge in their sales efforts.

Actionable Advice:

• Leverage CRM Systems: Use tools like HubSpot or Salesforce to manage and vet your target lists.

• Recruit Top Performers: Focus on hiring individuals who have demonstrated success in their previous roles.

• Maintain Consistency: Ensure your sales strategy is consistent and aligned with your business objectives.

Crafting the Perfect Offer

Understanding Product-Market Fit

A significant part of the conversation revolves around the concept of product-market fit. 

Chris stresses that simply offering SEO services is not enough; agencies must craft offers that resonate with their ideal clients. 

He encourages agencies to conduct thorough research, including customer surveys and feedback from past clients, to understand their needs and pain points.

Creating Compelling Offers

Chris mentions the book “The $100 Million Offer” by Alex Hormozi, which emphasizes the importance of creating compelling offers that stand out in the market. 

He believes that having a strong offer can compensate for less-than-ideal sales performance, as clients are more likely to choose a service that provides clear value.

Actionable Advice:

• Conduct Thorough Research: Use customer surveys and feedback to understand your clients’ needs and pain points.

• Craft Compelling Offers: Create offers that provide clear value and stand out in the market.

• Focus on Product-Market Fit: Ensure your services align with the needs and expectations of your target audience.

Hiring Practices and Team Structure

Hiring the Top 1% of Talent

The discussion shifts to hiring practices, where Chris shares his philosophy of hiring the top 1% of talent. 

He acknowledges that while mistakes in hiring are inevitable, implementing personality assessments and practical evaluations can help mitigate risks. 

For instance, they often have candidates complete relevant tasks during the interview process to assess their skills and work ethic.

Setting Clear KPIs

Chris also discusses the importance of setting clear key performance indicators (KPIs) for every role within the company. This data-driven approach ensures accountability and helps maintain high standards across the organization.

Top-Down Hierarchical Model

When it comes to team structure, Chris prefers a top-down hierarchical model. 

He believes that this structure fosters expertise and career progression, allowing employees to develop their skills within their specific domains. While this approach may create silos, Chris finds it effective for maintaining high performance and accountability.

Actionable Advice:

• Hire Top Talent: Focus on recruiting the top 1% of talent and use personality assessments and practical evaluations to mitigate hiring risks.

• Set Clear KPIs: Establish clear performance indicators for every role to ensure accountability and high standards.

• Adopt a Hierarchical Structure: Consider a top-down hierarchical model to foster expertise and career progression.

Cash Flow Management

Early Challenges

Cash flow management is another critical topic addressed in the episode. 

Chris reflects on the early days of Rankings.io, where managing cash flow was relatively straightforward. However, as the agency grew, they faced challenges, including over-hiring, which led to temporary cash flow issues.

Implementing the “Profit First” Methodology

To address these challenges, Chris implemented the “Profit First” methodology, which involves allocating funds into multiple accounts to better monitor cash flow. 

This system has proven effective as the agency has scaled, and they have recently hired a CFO to assist with budgeting and forecasting.

Actionable Advice:

• Monitor Cash Flow: Regularly review your cash flow to identify potential issues early.

• Implement “Profit First”: Use the “Profit First” methodology to allocate funds and better manage cash flow.

• Hire a CFO: Consider hiring a CFO to assist with budgeting and forecasting as your agency grows.

Specialization in the Legal Sector

Finding a Niche

Chris shares insights into why Rankings.io specializes in serving law firms. 

His background as an affiliate marketer and experience working with various industries led him to discover a passion for working with lawyers. He found that law firms were often more willing to invest in growth and had a clear understanding of their objectives.

Building a Strong Reputation

Despite the challenges of starting an agency in a niche market, Chris believes that specializing has allowed Rankings.io to build a strong reputation and develop deep expertise in the legal sector.

Actionable Advice:

• Find Your Niche: Identify a specific market or industry where you can develop deep expertise.

• Build a Strong Reputation: Focus on delivering exceptional results to build a strong reputation within your niche.

• Understand Client Objectives: Ensure you understand the objectives and needs of your clients to provide tailored solutions.

Conclusion

Throughout the episode, Chris emphasizes the importance of continuous learning and adaptation in the agency space. 

He shares that Rankings.io has never experienced a down year, consistently growing even during challenging times like the COVID-19 pandemic. His commitment to high standards, effective hiring practices, and a strong sales strategy has been instrumental in the agency’s success.

This episode provides valuable insights into the challenges and strategies of running a successful agency, particularly in the competitive landscape of SEO for law firms. 

Chris’s experiences serve as a guide for agency owners looking to navigate similar hurdles and achieve sustainable growth. 

By focusing on in-house sales, crafting compelling offers, hiring top talent, managing cash flow effectively, and specializing in a niche market, agencies can position themselves for long-term success.