In sales, timing and relevancy is everything.
A prospect will buy when two conditions are met.
What you’re selling will solve their problem AND the timing is right.
The first condition may seem obvious – but many marketers totally miss the second point.
They send out a bunch of letters, faxes, emails and get negligible response. Or they place ads in publications and no one calls. Then thinking it’s not working, never advertise again.
Big mistake.
In sales, we know statistically that it takes between 5 and 9 or more touches to get a prospect’s attention and interest.
So assuming there is a market for what you’re selling, you must keep your name and solution in front of your prospects. Then when the time is right for them, they’ll make a decision to buy.
Take yourself as an example. Think about how often you might flip through the “junk mail” from a major store without ever buying anything. Then summer’s coming and you see a promotion for new outdoor furniture, think “we could do with some”, go check it out – and possibly buy it.
The major stores know this – that’s why they keep putting catalogues in your mailbox. It all comes down to consistency – keeping their name in front of you and timing – you’ll see something when you’re ready.
Now you certainly don’t need the big budget of a large store to be successful.
Our newsletter goes out on a regular basis and keeps our name in front of people.
And it produces results. Our phone rings and the person calling is interested in a particular offer we’re running. You wouldn’t believe how many times I hear variations of the following...
“... I keep getting your stuff, and hit the delete button. However this time what you said was absolutely relevant to what I’m EXPERIENCING RIGHT NOW and I want your help.”
Consistency and timing. You have to continually be in front of your prospects so that you’re top of mind when the time is right for them.
Here’s another current example...
You may have noticed we’re currently sending out a copywriting offer where for $660 you get a promotional piece written for you.
The first couple of times we got no response. But we kept putting it into the newsletters and sent it as a separate promotion. Slowly but surely, orders have started to come in – and are increasing as people notice the offer. Remember, consistency and timing.
Now back to the 5 plus touches.
An old sales coaching client, Brian, related this story.
He’d received a series of letters from someone selling something or the other.
The first one he threw away without opening. The second met the same fate. (How often do we open our mail over the wastepaper bin?) The third he opened, read and threw away. The fourth he actually put on his shelf. (By now he was interested – but got distracted – would get to it sometime etc.)
Talking about it we wondered if he’d get a fifth letter – where upon he’d actually take action. Sadly, the fifth letter never arrived. Brian never took action. Wasted opportunity for the seller!
Don’t make the same mistake.
Rashid.
P.S. If you’re unsure about how to create multi-step promotions or simply don’t have the time, engage us to do it for you. You’ll leverage your time and get a better return.
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