I love the disbelief and surprise you see in someone’s eyes the first time they hear that it takes on average over 5 contacts with a prospect before they will become a buyer. It is difficult in this technology era to tell someone something that they did not pick up some where along their online or professional magazine reading.
So many business owners still think that a good enough message or price should convince someone to buy on the spot (regardless of the amount of competition offering similar products and services or the high price of their item). This is not the case. Prospects want to know, like and trust you before they are willing to make a purchase. The bigger or more important the purchase, the more they need to trust you. The less expensive or risky the purchase, the more they have to like you. So, how do you get a client to know, like and trust you?
Gain permission from them to contact them with valuable information and offers in the future. Make sure you collect their name and e-mail address at every opportunity. Then you can start an inexpensive online campaign of sharing valuable information related to your products or services that will help them come to trust your expertise, and appreciation of you for sharing it. Additionally, the more someone is exposed to a brand, product or service, the more they feel like they “know” it and get comfortable with it (unless the experiences were not good).
You will want to take those names and e-mail addresses and load them into a software program like iContact or AWeber which will make it easy to organize, track and manage your e-mail (otherwise known as drip marketing) campaign. Then you can come up with some helpful hints, tips and commentary on issues surrounding the products, services and industry you work with. You can write 10 of these e-mails in advance and load them into the e-mail software program so the messages are sent automatically, on whatever schedule you choose. Send the prospect an e-mail once every 7-10 days with information that they are likely to appreciate. Every 4 or 5 e-mails, throw a promotional offer or sales message in. Start to build that relationship so that the prospect does indeed get to know, like and trust you. This way, when they are ready to buy your product or service, they will be much more likely to buy from you.
If you would like help with list building and converting clients, contact Rachel Perlmutter at 714/330-1982 or visit Rachel Perlmutter & Associates.