Has this ever happened to you?
Of course not. The first time people hear about your products
or services is the least likely time for them to buy.
When you go out for a night on the town, do you go to a new
restaurant you've never heard of or do you typically go to one
that you know and like? Similarly, who is the most likely to buy
your products and services, someone who doesn't know you or
someone who has experienced the high quality and the results you
provide? Clients who have bought from you before, are the most
likely to buy from you. Think about it.
If long-term prospects and clients are your best source of
revenue, where should you focus your marketing?
I occasionally make a sale the first time someone visits my
web site, but more often it's the people who I have been in
contact with for months, that become my best customers and
clients. Why is this?
The longer you've had a relationship with a prospect or
client, the more they know and trust you. Once they buy or use
your products, they've experienced the quality you provide and
are even more likely to buy again. They are also more likely to
recommend you to others.
Marketing research has shown that people are more likely to
buy after six or seven contacts. Some web businesses use this as
the basis of their marketing and provide a tutorial series you
can sign up for with one sent out each week for six weeks. While
this is an improvement on the one time spot ad, it misses the
boat. The problem with this approach is that you don't know when
your prospects will want to make a purchase. What happens if
they need help on week eight but have lost your contact
information?
What you want to do is build long-term relationships so that
whenever a new prospect or past client has a need, they think of
you as the expert to go to or to refer someone else to. The
longer you are in contact with prospects and clients the more
opportunities you have to demonstrate how helpful you or your
products are and to earn their trust.
Depending on what you're marketing, you may need to establish
a little or a lot of trust. If you sell major label music CDs
for $17, it may not take much work to convince people you can
ship them what they want. If you provide financial services and
want prospects to trust you with their life's earnings, it can
take longer. It may be six to seven months before your prospects
will consider even having a conversation.
Use the following three steps to build long-term profitable
relationships:
1. Focus on your prospects' needs and wants and offer
something for frëe to motivate people to contact you.
2. Contact your prospects regularly and give them tips and
ideas they can use.
3. Couch your offers in terms of what your prospects are
looking for.
Which is more important, new prospects or existing clients?
The answer of course is both. To grow your business you need to
constantly grow your network of contacts, of people who know how
you can help them. At the same time, focus your efforts on
building long-term relationships so that prospects become
clients and clients become repeat clients.
Do this and you'll have more people interested in what you
offer and more people buying your products and services.
About the Author:
Charlie Cook, helps service professionals and small
business owners attract more clients and be more successful.
Sign up for the Free Marketing Plan eBook, '7 Steps to get more
clients and grow your business' at http://www.marketingforsuccess.com
August 13, 2004
