Posts Tagged ‘stay-in-touch’
Make sure your marketing recognizes all prospects are not at the same point in their buying process. Yes, there IS a PROCESS your client must go through to become your client:
Stage 1: “Happy Campers”
Think back to a time before you bought a car, a home, a cell phone. You were probably happy with the car, home or phone you had BEFORE you ever starting thinking about getting a new one. Prospects in this stage are equally ‘happy’ with their status quo. They tend to ‘stay put’ until there’s a good reason to change. That’s why your marketing messages need to help these people become aware of their frustrations . . . and develop a desire for ‘something better’.
Stage 2: “Lookers and Cookers”
These prospects are increasingly aware of their frustrations and are very receptive to information on how to best address them. They are also diligently doing their homework on why your firm may be a ‘better’ option to get a solution from than any others.
Stage 3: “Try’ers and buyers”
These prospects are ready to do something (like buy!) to feel better. They know why and learned what they want as well as who has the best solution for the problems they’re suffering with or the opportunities they’re missing out on. These people need your help to ‘take action’ . . . like buying the solution you’re offering.
KEY POINT:
Tailoring marketing messages to be ‘stage specific’ makes you more effective!
Ok, this may seem radical to suggest, but . . . do you have someone you’ve known for awhile . . . in the course of your business . . . whom you haven’t spoken to in some time?
If so, may I suggest you re-connect with them? A phone call is best. An email will work, too. When you make contact, just ask:
• “How have you been?”
• “What’s happening in your world?”
• “What are you working on lately?”
• “How might I possibly help you?”
• “Who might I know that you’d like to meet?”
You’re sharp. You probably picked up on the focus here. It’s not about you. It’s about the person you re-connect with, OK?
What can happen when you do this? Almost anything! Mostly good. I’ve had clients tell me they found work, referrals to people they’ve been trying to reach for months, insights they needed, answers to problems they hadn’t been able to solve . . . you get the idea, right?
KEY POINT:
Reconnect with people you haven’t talked to in awhile — good things await you when you do!
“All things being equal . . .”
You know the expression. It’s said just before an UN-equal fact is about to be introduced in a conversation. That’s how many people are ‘wired’ to perceive reality — ‘similar with exception’.
Stand Out or Sit Down
Naturally, you want to ‘stand out’ from the crowd of your alleged competitors. And there are ways to do that. But most require time and money — the two biggie assets that no ever has enough of, right? Well, here’s how to save your money, use a little bit of your precious time and be seen as a ‘preferred provider’ of your problem-solving expertise.
Write . . . a “Thank You” Note
I get these. Rarely. But everytime I do, I am more impressed with the person who sent it and, (taking notes?) more inclined to do ‘something nice’ in return. I just got a great note from Jody Ferrer, President of The Perfect Promotion thanking me for a referral I’d made to her business. Included with the card was a smaller ‘bookmark’ branded for The Perfect Promotion. I am so impressed with Jody, her business and her business acumen that reflects her social skills.
KEY POINT:
If you want to ‘Stand Out’ . . . send a “Thank You” note!
