I am Not A Stalker

Sunday, February 15, 2009

I am Not A Stalker

That's the line a friend of mine says when he asks about the next step in the buying process with a new potential client. Here's another way to keep the relationship alive:

Dear Scott,

Whenever you come into someone's life, you've got the choice: "welcomed guest" or "unwanted pest." And we all know which one is most likely to make the sale, right?

But let's face it--most people will not instantly welcome marketers with open arms. Your prospects are busy, and they don't want to think about you and your products. So, business owners need to learn the tricks of becoming the most popular guest at the party.

First, you need to be consistent in your marketing. The majority of small businesses are inconsistent in their follow-up. They might send an email or direct mail piece and then wait months before sending another one. Without consistency, your prospect has no idea who you are. Can you imagine how quickly emails from unknown senders get deleted? Furthermore, inconsistency can cause a perception of ineffectiveness. Nobody wants to buy from a company they don't trust.

Second, establish your expertise. Too often entrepreneurs, struggling to survive, send emails and direct mail pieces simply to promote their products. Now, promoting your products is great. But you need to do a lot more than that with your marketing. Your marketing messages should be positioning you as a respected authority in your industry. Be sure to include testimonials, endorsements, and awards your company has won, along with your sales message. Of the thousands of small businesses I've worked with, there's no doubt that the most successful ones have established themselves as experts.

Third, educate your prospects. Your follow-up must be informative. You need to provide valuable information. If you're showing up with no value, you'll wear out your welcome fast. You need to communicate that you are on their side and deserve to be trusted. You'll accomplish this if you provide them with accurate, insightful information.

Just remember, when your marketing becomes consistent, promotes your expert status, and educates your prospects, you will soon have prospects knocking at your door, rather than you knocking at theirs.

Sincerely,

Clate Mask
President, Infusionsoft