Consistency Builds Trust

You know your prospects need what you sell. You know they want what you sell. Heck, you know that they even sent away for information on your service and requested a quote.

But the fact is you are missing one major piece of the puzzle.

Want to know what it is?

No matter what else you know, often, the missing piece is knowing when your hot little prospect will actually make a purchase.

People search for information and solutions in many different ways and on many different time tables.

Some will buy immediately; some may take a year or more depending on the complexity of the purchase.

The key to solving this dilemma is consistent and repeated contact.

If you build a marketing system that guarantees your prospects (particularly your "A" prospects) are contacted at least 8-10 times a year you can significantly increase the odds that your name will jump to the top of the list when they do actually decide to purchase.

Another benefit of constant contact is that by sending your prospects useful information, that doesn't always ask for a sale, you can establish a bond of trust, and trust wins business. It is almost as though some of your prospects will feel that they owe it to you because you took so much time and effort to educate them for such a long period of time without asking for anything in return

So what will you send to your prospects on a monthly basis?

Here is an example a calendar of contact points

  • Month #1 ? Letter announcing a new service (change to existing service)

  • Month #2 ? Newsletter ? highlight tips and company news

  • Month #3 ? Phone call to discover opportunities

  • Month #4 ? Reprint of an industry magazine article of interest

  • Month #5 ? Case study of a successful client solution you provided

  • Month #6 ? Request for critique of a proposed sales letter (you won't believe how valuable this can be)

  • Month #7 ? Time for another newsletter

  • Month #8 ? Reprint of an article you contributed to an industry magazine

  • Month #9 ? Announce a new service

  • Month #10 ? Invite them to a workshop

  • Month #11 ? Phone call to introduce someone in your referral network

  • Month #12 ? Checklist of helpful tips for your industry/service

Notice that this schedule includes a couple of phone contacts. This to can be a very powerful research tool as well as a business building tool. Sometimes you will learn what your prospect really wants and how valuable the materials you are sending them really are to them.

You man want to consider breaking your prospect list into groups based on potential opportunity. Your 20 or so "A" prospects might get a copy of your favorite book or some homemade cookies in a tin with your company logo one month or some proprietary content or information along with some tickets to the ballgame a couple of months later.

And if you really want to make a hit with your "A" prospects, take the time to find out some background on them and personalize your marketing materials. If Ed Jones over there at Acme Industries went to Notre Dame (not such a hard thing to find out) you will score major points by simply sending a clipping from some magazine about his favorite subject ? The Fighting Irish. You can even set-up a service that will find you everything that is being said about a school, industry, company, sports team, you name it. So an industry guru makes a prediction for the future of your prospect's industry and you drop the article in the mail to them. Now who do you think they are they going to remember come order time?

Create a database of your ideal prospects, set-up a schedule of different types of contact points like the one above, and then stick to it. And don't forget to include your current clients in that list. Reselling them can lead to more and more business and referrals.

Copyright 2004 John Jantsch

About The Author

John Jantsch is a marketing consultant based in Kansas City, Mo. He writes frequently on real world small business marketing tactics and is the creator of http://www.ducttapemarketing.com a turn-key small business marketing system. Check out his blog at http://www.ducttapemarketing.com

shuttle from O'Hare Bingham .. Lockport Chicago limo O’Hare
In The News:

Attackers use caller ID spoofing and AI voices to steal money. Tech expert Kurt “CyberGuy" Knutsson provides seven ways to protect yourself.
Tech expert Kurt “CyberGuy" Knutsson talks about the Genesis GV60 MIV, an electric rescue EV with snow tracks for extreme missions.
Tech expert Kurt “CyberGuy" Knutsson helps you ensure a smooth online experience with a reliable, secure home network setup.
Kurt “CyberGuy" Knutsson talks about Vollebak’s Shielding Suit, which blocks EM radiation, infrared and tracking for privacy.
Even Apple products are vulnerable to cybercriminals, and a new report suggests the owners of Mac products will have to be more vigilant this year.
An inflatable six-person tiny house from a firm called 2001 looks like a space station with its inflatable dome that is transportable and eco-friendly.
Scams cost Americans an estimated $159 billion every year and average about $3,500 in losses per victim. The CyberGuy has advice to protect yourself.
Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents
Zeekr and Waymo are joining forces for the world's first mass-produced autonomous vehicle, combining an electric vehicle with self-driving technology.
A humanoid robot training center has opened in Shanghai, a big step in China's efforts to become a global leader in robotics and artificial intelligence.
Security experts have discovered that hackers are targeting apps on the App Store to spread malware that steals information from saved screenshots.
A new luxury SUV combines military-inspired design and high-end luxury transportation and includes two military-grade gas masks to protect against chemical warfare.
80% of stalking victims are tracked using tech. GPS trackers, like AirTags, are among the most popular ways to do it. Here's how to protect yourself.
Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.
Kurt "CyberGuy" Knutsson explains how to protect yourself against artificial intelligence-fueled romance scams, which have become the most common type of fraud in 2025.
Kurt "CyberGuy" Knutsson explains the steps to declutter text messages on a Mac or iPad. Apple offers ways to do this more efficiently.
Here's how to take control of the algorithms on Facebook, YouTube, Instagram and TikTok if your social media feeds aren't showing you content you want to see.
Beware of iCloud scams using urgent messages. Tech expert Kurt “CyberGuy" Knutsson helps you spot the red flags to protect yourself.
Travel abroad worry-free with these top translation apps for travelers. Tech expert Kurt “CyberGuy" Knutsson highlights some favorites.
The European Space Agency's Euclid space telescope was going through preliminary tests in September 2023 when it captured images of an Einstein Ring in a nearby galaxy.
Tech expert Kurt “CyberGuy" Knutsson says hackers are using Microsoft Teams for phishing, vishing and quishing via social engineering.
Red light camera tickets: Not liable to ID the driver; some are fishing expeditions. Tech expert Kurt “CyberGuy" Knutsson helps you fight back against tricky fake tickets.
The apps collecting the most data about you are among the most widely used. Kurt the CyberGuy takes a look at 20 of these apps and how you can protect personal information.
AST SpaceMobile of Texas is developing the world's first global cellular broadband network that can connect directly to your smartphone without special equipment.
Community Health Center, a Connecticut-based healthcare provider, has disclosed a recent data breach affecting over 1 million people in the U.S.

The PR Commitment to Small Business

We're birds of a feather, public relations and small business.... Read More

10 Filler Activities for the Summer Business Slowdown

Summer is a time for the outdoors, for that well-deserved... Read More

You Dont Yet Know What You Dont Know

Someone new to business ownership recently told me, "Before I... Read More

Making Your Product Desirable For Alliance Partners

How do you make sure you have the business solutions... Read More

Asking the RIGHT Questions

Which questions do you need to ask to even get... Read More

Yeah, It IS Lonely At the Top

Sometimes when you run a business you feel as lonely... Read More

Small Business Health Check-Up

If your home business is not performing the way you... Read More

Creating a Paperless Office

When working from home, it is usual to find that... Read More

Lawyers Everywhere Telling Regulators What Laws to Make

The Federal Trade Commission decided to sit down and revamp... Read More

Facts About Starting Elderly Group Home Businesses

There's been a recent rise in the number of elderly... Read More

Reverse Merger: Have They Taken the Reverse out of Reverse Merger?

Are the promoters and consultants destroying the market for Reverse... Read More

Mobile Detailing Environmental Concern in the Deep South

Macon, GA goes after garage-gas station conversion detail/hand car washes... Read More

Procrastinate Your Way To A Successful Small Business

What will your business look like a year from today?If... Read More

Be Prepared When Business Investors Look Beyond Your Business Plan

You have spent considerable time pulling your business plan together,... Read More

Power Tools for Business

How do we keep track of our business deals?If you... Read More

How to Use Graphs and Charts in Your Business Plan

Many people ask how many graphs or charts they should... Read More

9 Things You Must Do To Maximize Your Chances Of Obtaining A Small Business Loan

To get approval for your small business loan application, you... Read More

Accepting Checks in Your Business Virtually Risk Free

Most businesses accept checks as form of payment for goods... Read More

How Is the LEGAL SYSTEM Dishing Out JUSTICE in Your Town?

Thankfully, most of us will never find out. That is... Read More

Small Business - Is The Accounting Profession Ripping Them Off?

My 16 year-old daughter said, "Gee Dad! You look just... Read More

How To Write A Business Plan

Writing a business plan is a fundamental step to ensuring... Read More

Book Yourself Solid Key #5: Go Forward With Gusto & Articulate What You Do

Want your small business to flip instead of flop?! Statistically... Read More

Employee Relations Manual Sample Outline

Most smart entrepreneurs and all large corporations have Employee Relations... Read More

Obtain Maximum Results For Your Small Business Through Better Time Management

Most small business owners are faced with so many responsibilities... Read More

Modern Clear Coats, Auto Detailers and visit to Lexus of North America

We visited Lexus USA, home of the Lexus North America... Read More

Mishawaka limo O'Hare ..