P.T. Barnum once made a very insightful observation.
“A terrible thing happens when you stop marketing…. NOTHING!”
A lesson the mighty McDonalds knows only too well. They know if they stop advertising for even one day, sales fall.
While buying McDonalds is often an impulse buy – I’m feeling hungry, there’s one right there, most sales take longer to consummate.
Here are some vital statistics that should make any salesperson sit up and take notice.
Your target audience can be broken into different segments based on interest level and timing. So whether you’re cold calling or running an advertisement, take heed.
At any one time only 3% of your prospects are ready to buy right now if you present an offer to them.
A further 7% are open to the offer and will give it active consideration.
30% aren’t talking about the issue, even if they’re looking for a solution in the back of their minds.
A further 30% think they’re not interested – but over time could become so.
And the final 30% are definitely not interested, no matter what you tell them.
So what does this mean in practical terms?
A traditional one shot – be it a mail piece, email, fax, advertisement or phone call will only get a sale from the top 3% of prospects interested right now!
The next 7% who are open to your offer may decide to take action in the near future. They mark it for follow up – but you know what it’s like. Stuff comes in the way and they may not get to it anytime soon.
Then you’ve got the 60% who are not talking about it and the ones who think they’re not interested.
If you ignore all these extra people, just because they didn’t respond immediately, you’re potentially missing out on 67% of your audience who could become interested over time.
So what’s the solution? How do you move the extra 67% into the top 3%?
The short answer is you must have a multi-step lead generation marketing system which educates and informs your prospects on an on-going basis, moving them down the funnel.
Why education?
The number one question on the minds of your prospects is “Who can I trust?”
Your role is to protect, care for and guide your prospects. In short, you need to become an educator.
Why?
Teachers and educators are trusted because they aren’t perceived as sales people. And people who educate well are perceived as experts in their field.
So when you do recommend a course of action, you’re looked upon as the trusted advisor and will automatically become the provider of choice.
If you’re not already an educator, start now. We can help you create an educational based, multi-step lead generation system that will position you as the expert with your target audience.
That way you’ll create a following that will hang off every word and steadily move down the sales funnel becoming the top 3% who pick up the phone and buy.
Start the process with our Lead Generation Letters special offer. Click here for more information.
Regards,
Rashid & Barbara.
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