Selected answers from the Dumb SEO Questions G+ community.
Greg Kristan: The first question i ask is how much a conversion is worth? If this is a b2b and they don't tell you that then you will be burned without even realizing you are bringing in more ROI then they are letting on
Ashley Balstad: Hmm, interesting . I will certainly be thinking about that approach this weekend. ;
John Britsios: I simply ask the customer if they prefer rankings and traffic, or if they prefer conversions?