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Finding a customer (trail blaze) or having a customer find you (bread trail) has a dramatic impact on how a commercial relationship develops.
Trail blazing beats a path to the front door of your customers and prospects whether its over the phone, in the mail, TV or radio it basically interrupts somebody’s routine to engage in a potentially mutual outcome. However, the problem with this method is that its been abused so much over time by scam artists and low to no service orientated businesses that people are sceptical and uneasy about such methods and most of the time you are “interrupting” and the people being contacted have no immediate need or desire for what you are offering. You end up becoming the unwelcome pest if not done correctly and without quickly evaluating your prospects position or their timing you may end up with the door slammed in your face.
Whereas a customer or prospect that follows a bread trail to your door, can learn and understand what you can do for them, what you stand for and the type of person or organisation you are without ever having to speak to somebody and feel that they are going to be “sold” inappropriately. They do it in their own time and at their own pace and of their own fruition. If done correctly they will be chasing you and the benefits are widespread.
You see, for a real prospect or customer to pick up the phone and ask for something, or to get on your website and send a comment, request a download or send you an email you must have triggered an emotional response that makes them take action. It basically says, yes, I get what you are saying and I’m interested, but it does not immediately translate into business.
However architecting such as results take research, time and planning (but when does anything in business not?) so you’ve got to be prepared to craft an effect “web” of breadcrumbs that will entice and excite your audience.
Where its goes from there is a matter of time and depends on where your customer or prospect is in the buying cycle and what paths you have provided for people to travel before they decide to do business with you and what options (usually price or service related) are available for them that match their budget and immediate as well as longer term needs.
Both have different cost and time implications and should equally be considered when planning your sales and marketing strategy. neither are easy, and none will be effective if you don’t have fundamental sales and marketing principles in place….sadly this is one step that many just don’t get right and as a result it becomes a painful journey after that.
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