You know your prospects need what you sell. You know they want what you sell. Heck, you know that they even sent away for information on your service and requested a quote.
But the fact is you are missing one major piece of the puzzle.
Want to know what it is?
No matter what else you know, often, the missing piece is knowing when your hot little prospect will actually make a purchase.
People search for information and solutions in many different ways and on many different time tables.
Some will buy immediately; some may take a year or more depending on the complexity of the purchase.
The key to solving this dilemma is consistent and repeated contact.
If you build a marketing system that guarantees your prospects (particularly your "A" prospects) are contacted at least 8-10 times a year you can significantly increase the odds that your name will jump to the top of the list when they do actually decide to purchase.
Another benefit of constant contact is that by sending your prospects useful information, that doesn't always ask for a sale, you can establish a bond of trust, and trust wins business. It is almost as though some of your prospects will feel that they owe it to you because you took so much time and effort to educate them for such a long period of time without asking for anything in return
So what will you send to your prospects on a monthly basis?
Here is an example a calendar of contact points
Notice that this schedule includes a couple of phone contacts. This to can be a very powerful research tool as well as a business building tool. Sometimes you will learn what your prospect really wants and how valuable the materials you are sending them really are to them.
You man want to consider breaking your prospect list into groups based on potential opportunity. Your 20 or so "A" prospects might get a copy of your favorite book or some homemade cookies in a tin with your company logo one month or some proprietary content or information along with some tickets to the ballgame a couple of months later.
And if you really want to make a hit with your "A" prospects, take the time to find out some background on them and personalize your marketing materials. If Ed Jones over there at Acme Industries went to Notre Dame (not such a hard thing to find out) you will score major points by simply sending a clipping from some magazine about his favorite subject ? The Fighting Irish. You can even set-up a service that will find you everything that is being said about a school, industry, company, sports team, you name it. So an industry guru makes a prediction for the future of your prospect's industry and you drop the article in the mail to them. Now who do you think they are they going to remember come order time?
Create a database of your ideal prospects, set-up a schedule of different types of contact points like the one above, and then stick to it. And don't forget to include your current clients in that list. Reselling them can lead to more and more business and referrals.
Copyright 2004 John Jantsch
About The Author
John Jantsch is a marketing consultant based in Kansas City, Mo. He writes frequently on real world small business marketing tactics and is the creator of http://www.DuctTapeMarketing.com a turn-key small business marketing system. Check out his blog at http://www.DuctTapeMarketing.com/weblog.php
![]() |
|
![]() |
|
![]() |
|
![]() |
Free money! Receive up to $25,000 that never has to... Read More
Nothing can drive a business down faster than customers who... Read More
The story is told of a tiger chasing some goats... Read More
Having their own business is something many millions of people... Read More
Many companies wish to expand and a few wish to... Read More
If you run a pressure washing company in a rural... Read More
Why does a good business relationship rely on having some... Read More
Q: I really want to start my own business, but... Read More
Starting and managing a small business is no fun chore,... Read More
Should you buy a business opportunity or Franchise if you... Read More
BioTechs even with the latest news had shed over 1000... Read More
By outsourcing to skilled professionals you'll be able to grow... Read More
After over thirty years advising small business it still comes... Read More
Before you read any further in this article, I'd like... Read More
Anyone who is serious about washing aircraft as a full... Read More
Not sure how to start a small business? This guide... Read More
Many pressure washing companies will be glad to take on... Read More
The way you manage your money is one of the... Read More
You can provide affordable health care plans to your employees.... Read More
Grow your Professional Organizer business by branching out into related... Read More
If you are looking for a franchise opportunity, the choice... Read More
There is a rather famous true story called "Acres of... Read More
I'll be the first to admit that I went a... Read More
Consistency is a huge word when operating your business. I... Read More
Forget everything you've ever heard about the U.S. Small Business... Read More
The goals of businesses have undergone much evolution from the... Read More
Here are a few tips on how to hand out... Read More
As you reflect on this year and prepare for next... Read More
What types of companies do you want to align yourself... Read More
The difference between rates and wages is not always clear... Read More
We are noticing an increase in the length of time... Read More
Why should you describe your business to others in 5... Read More
As a franchisor I am always asked by new and... Read More
And is having a logo really that important?My answer to... Read More
Small businesses need Public Relations, possibly more than large corporations,... Read More
There is a rather famous true story called "Acres of... Read More
Franchisor expansion policies are not as simple as one might... Read More
What does buying a fat pig have to do with... Read More
In today's economic climate, the first priority for the small... Read More
You only have so much time in a day right?So... Read More
Where would a business be without a business plan? A... Read More
Introduction: This article is written as a general discussion on... Read More
KEEPING INTEREST HIGH: Supervision is key to the success of... Read More
When working properly, computers enable small businesses to make big... Read More
To wash an airplane there are many items you will... Read More
Due to the over regulation in the Franchising Industry and... Read More
The FTC, Federal Trade Commission, is considering modifying the franchise... Read More
Are you a small business owner who wants to expand... Read More
Winning small and home based businesses today must continually shake... Read More
Great question!Freeing your time is an indisputably key element in... Read More
Having a successful business means also having a good working... Read More
-- The One Pager Shortcut Series --An effective and compelling... Read More
There were only an estimated 1800 active franchisors in this... Read More
Experts urge small business owners to "brand" their business ?... Read More
Paul Leonard's BirthdayCards2Go.com paid greeting card service offers convenience when... Read More
Frankly, given the legal and regulatory requirements involved in attempting... Read More
What will your business look like a year from today?If... Read More
Security Professionals provide the products and services necessary to create... Read More
Achieving real success should be the goal of any good... Read More
As I am preparing for my attendance to the CoachVille's... Read More
Last week we discussed the importance of performing an autopsy... Read More
Every employee would like to earn as high a salary... Read More
How careful are you with the data you collect from... Read More
If you're starting your own business or currently work for... Read More
You want to know more about making money with your... Read More
No matter type of business you operate you've got to... Read More
Small Business |