Consistency Builds Trust

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

  • Month #1 ? Letter announcing a new service (change to existing service)

  • Month #2 ? Newsletter ? highlight tips and company news

  • Month #3 ? Phone call to discover opportunities

  • Month #4 ? Reprint of an industry magazine article of interest

  • Month #5 ? Case study of a successful client solution you provided

  • Month #6 ? Request for critique of a proposed sales letter (you won't believe how valuable this can be)

  • Month #7 ? Time for another newsletter

  • Month #8 ? Reprint of an article you contributed to an industry magazine

  • Month #9 ? Announce a new service

  • Month #10 ? Invite them to a workshop

  • Month #11 ? Phone call to introduce someone in your referral network

  • Month #12 ? Checklist of helpful tips for your industry/service

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

In The News:


pen paper and inkwell


cat break through


The Truth About Government Grants for Your Business

Free money! Receive up to $25,000 that never has to... Read More

Encouraging Your Customers to Pay On Time

Nothing can drive a business down faster than customers who... Read More

Success & The Nature of Things

The story is told of a tiger chasing some goats... Read More

How To Build Business Credit

Having their own business is something many millions of people... Read More

Franchise Company Operations Manual Sample Outline

Many companies wish to expand and a few wish to... Read More

Cleaning Grain Silos, Towers, Containers, and Combines

If you run a pressure washing company in a rural... Read More

How to Define Business Objectives

Why does a good business relationship rely on having some... Read More

Choosing A Business Thats Right For You

Q: I really want to start my own business, but... Read More

Business Checks are an Added Cost to Your Small Business - Try Making Them Yourself!

Starting and managing a small business is no fun chore,... Read More

Window Cleaning Business Start Up

Should you buy a business opportunity or Franchise if you... Read More

Boston Suburban areas a good choice to run a business

BioTechs even with the latest news had shed over 1000... Read More

The Skills Gap: It Pays to Use Experts

By outsourcing to skilled professionals you'll be able to grow... Read More

Small Business - Would You Still Need An Accountant If You Didnt Need A Tax Return?

After over thirty years advising small business it still comes... Read More

Overcoming Your Biggest Competitor

Before you read any further in this article, I'd like... Read More

Aircraft Washing Service Operations Manual

Anyone who is serious about washing aircraft as a full... Read More

How To Start a Small Business

Not sure how to start a small business? This guide... Read More

Pressure Washing of Paving Equipment and The EPA

Many pressure washing companies will be glad to take on... Read More

Self-Employment: Managing Your Money: Tips for Living with a Fluctuating Cash Flow (Part One)

The way you manage your money is one of the... Read More

Provide Affordable Health Care To Employees At Little To No Cost To You

You can provide affordable health care plans to your employees.... Read More

Expand Your Professional Organizer Business

Grow your Professional Organizer business by branching out into related... Read More

Franchises: How to Find the Best Franchise Opportunity for You

If you are looking for a franchise opportunity, the choice... Read More

Where to Find a Cash Windfall of $10,000 to $1,000,000 -- You Never Knew You Had

There is a rather famous true story called "Acres of... Read More

Top 10 Mistakes to Avoid When Joining a Professional Association

I'll be the first to admit that I went a... Read More

Consistency with Janitorial and Cleaning Businesses

Consistency is a huge word when operating your business. I... Read More

The SBAs Savviest Program

Forget everything you've ever heard about the U.S. Small Business... Read More

Financial Dose for Business

The goals of businesses have undergone much evolution from the... Read More

Firing Underperforming Employees in Your Small Business

Here are a few tips on how to hand out... Read More

Learning and Growing

As you reflect on this year and prepare for next... Read More

Who Makes the BEST Alliance

What types of companies do you want to align yourself... Read More

Self-Employment: Do you know the Difference between Rates and Wages

The difference between rates and wages is not always clear... Read More

Small Business Failures in America - Cash Flow Issues

We are noticing an increase in the length of time... Read More

Perfecting Your Pitch

Why should you describe your business to others in 5... Read More

Home Based Franchise; What About Future Expansion?

As a franchisor I am always asked by new and... Read More