Practicing Law has a barrier to entry, it’s called the Bar Exam. SEM has no such thing. To call yourself a SEM Expert, you only need to be able to type the words. Our industry has done itself a disservice by neglecting this. Publically-recognized standards are non-existent.

We in the industry know that you become a *good* SEM only after years of experience and plenty of hard work – long after amateurs have given up. This skill is worthy of high billable rates, as clients will achieve much higher business performance and avoid lost opportunities.

The trouble is when we call on clients, even with the right skills at hand, sometimes we slip and fall on the snake oil left by others.

Get a real job.

I’ve been working with and selling to law firms for over 8 years now. Many successful lawyers, especially from larger law firms, are used to getting what they want, when they want it. No matter how successful, many of these guys are incredibly cheap and don’t want to pay. Of course, there are plenty of lawyers who will pay top dollar when they are referred to consultants. They know your worth, just as they know their own worth. From the conversation you described, I can almost guarantee he had no intention of spending any money with you. Especially when his selling point to you was “there

I was a full time musician prior to being an SEO consultant, and it happened there as well. “Come play my club for free, it’ll give you good exposure” and then the club takes all your earnings (not to mention bar tabs) from your fans that wouldn’t be in there if you weren’t playing. After living with this for years i’ve finally come to the conclusion, “no more freebees”.

I think you made the right decision to not join him in this consultation!

Something I didn’t mention in the post was that this Attorney wanted information about how companies are using competitor brands in PPC campaigns as well as mechanics about Google AdWords. This would be fairly easy to explain on the phone but he wanted to meet in person. It just wasn’t a worthwhile situation.

John, on my most optimistic day I could not agree with that comment. A big part of consulting is education/information. Giving a large amount of your expertise away doesn’t mean you want the business, it means your desperate for it.

The attorney I spoke with was very clear: He wanted expertise for free.

That being said I don’t agree that we should never educate a potential client. I spent 15 years in business to business sales of goods and services (before going completely online) and I can tell you that not all prospects understand what you are offering. Sometimes you have to educate them about the differences between you and an alternative.

I think the amount of education you provide is directly proportional to how much you want the business.

You acted right and your logic is 100%!!!!!!!!!!!!

The reason why this even happens in our industry is because it’s so “new” to others. Non SEO/SEM people think that it’s just like finding that young kid to help out with their PC (“hey do something with this DOS thing and get me running”).

They simply don’t understand that this is a business and it’s meant to make money. Furthermore, they just don’t get that SEO/SEM has it’s place in professional services field just like advertising, legal, financial and PR services.

Lee … your response was excellent. The more these guys will hear this from others, the faster this industry will grow.

On my blog I don’t even offer consulting and yet I get 1-2 e-mails / calls per week asking for “search/PPC” help. Unfortunately 90% are looking for quick, free, or $50 consultation.

Not worth the time.