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Following up with customers and interested prospects is an area that probably most marketers are actually poor at, as everybody is trying to avoid annoying people on their database.
What I think it really comes down to though is not having enough value to offer your customers or prospects in exchange for making contact other than just trying to push them along towards a sale.
Contacting people a few times is just not enough and many of the statistics I’ve come across say it actually takes at least 7 positive contacts just to grab attention before making an actual sale because modern life and the modern buyer are dealing with constant need and desire changes as internal and external factors affect what’s important to them or their business at any given time as well as a barrage of continuous sales and marketing messages.
Sellers cannot control when a buyer is going to be ready for a solution but they do need to be there when they are.
Just the other day I decided that I needed a dictaphone as the constant note taking and information brain farts was becoming a struggle to keep up with and document as I didn’t always have pen and paper to hand. Argos had a great offer on so I walked in and purchased the day I was visiting a local town that I was shopping at which was actually further away than my own town which also had an Argos.
If the right deal is there when you need it, you get it, it’s that simple.
Have you every been travelling on the motorway and you start to feel a little restless right around dinner or lunch time so you stop off at a service station and while you’re walking around you get an attack of the munchies.
You think to yourself, “No, I’ll just wait until I get to….” and then you come across the sign that says “Coffee and Pannini To Go”, you walk by and the stomach churns a little, but you feel sure that you can make it to your next stop. On the way back from the bathroom you get hit by a second sign “Don’t Go Hungry! Food Court Entrance” and a nice aroma wafts out of the food area and suddenly you find yourself saying “Well, I could just as well get a bite to eat here, lets have a look”.
If that second sign had not been there you may never have stopped to look and eat. So being there are just the right time was enough to tip the balance in the favour of this service station instead of the next stop.
So how do you make contact with customers and prospects and avoid annoying them at the same time ?
Revealing Questions
Send out a list of Frequently Asked Questions that shows more sides to your products, business or service than just your own. This is also a great way of overcoming objections.
Solid Justification
Just think of a number of REAL reasons that people should buy from you which are justifications that they may be struggling with themselves. Keep them short and sweet.
Let Your Audience Speak For You
Send comments and testimonials from real customers.
Almost Gone
If you have a limited number of something then let your customers know and by when.
Mistakes Happen
Own up to your mistakes and make them part of the conversation and make sure they are real mistakes not just some ploy.
Last Chance
Resend a mix of the above with the most compelling elements and a special offer with the title “2nd and Last Chance”
Don’t be fooled into thinking that your marketing is some magic brush or wand that you can wave over your business and just by sending out one campaign it will fix everything. You need to have a sequence of follow up’s that clearly builds on your theme and reinforces your message, not just some fancy generic advertising campaign that’s full stuff that nobody understands or needs.
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