Home
>
Small Business
>
Consistency Builds Trust

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.

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 Brocton .. Lockport Chicago limo O’Hare

In The News:

Experts say hackers who used to focus on Windows operating systems are increasingly targeting Apple IDs as part of a new phishing campaign.

Unitree, a Chinese robotics company that developed a backflipping robot, has now introduced a humanoid robot capable of doing a side flip.

Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.

According to the FBI, cybercriminals are sending extortion letters, threatening to release victims' sensitive information unless a ransom is paid.

FireSat is a satellite project designed to detect and track wildfires early, aiming to detect a fire that's the size of a classroom within 20 minutes.

Tech expert Kurt “CyberGuy" Knutsson reports that researchers have uncovered a Chrome vulnerability used in a cyber espionage campaign.

Preserving voicemails securely on Android: Tech expert Kurt “CyberGuy" Knutsson reveals easy methods to keep memories alive forever.

This phishing kit bypasses 2FA via session hijacking and real-time credential theft. Kurt “CyberGuy" Knutsson offers four ways to stay safe from Astaroth phishing attacks.

Tech expert Kurt “CyberGuy" Knutsson discusses Joby Aviation and Virgin Atlantic planning to launch 200-mph U.K. air taxis linking airports and cities.

Fake Apple virus warnings, security alerts and messages are tactics used to prompt you to call a number or click on a malicious link. The CyberGuy explains how to protect your devices.

The combination of artificial intelligence and neuroscience allows a paralyzed man to manipulate a robotic arm by using his brain to imagine movements.

With the help of artificial intelligence, sophisticated fraud techniques emerging today are virtually undetectable to the untrained eye.

Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents

If you need to free up space on your Mac, consider deleting duplicate photos in your image library. Apple makes it easy to do, and the CyberGuy explains the process.

Microsoft is discontinuing Skype in May after 22 years of service. Kurt the CyberGuy addresses other options for internet-based phone and video service.

Tron 1, a Chinese company's two-legged robot, is versatile and can walk, roll and pivot, even on rough terrain. Tron 1 stands 33 inches tall and weighs 44 pounds.

Hackers are tricking people into installing password-stealing malware by making them press keyboard shortcuts under the pretense of proving they're not bots.

Saving the voices of loved ones can be a comforting way to keep alive memories. Kurt "the CyberGuy" Knutsson explains how to preserve voicemail messages.

Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.

The FBI warns that some free online document converters load malware onto people's computers, making their private information vulnerable to attack.

Toyota's compact electric FT-Me is designed to tackle challenges of city living while offering an accessible and eco-friendly transportation solution.

Kurt “CyberGuy" Knutsson says 23andMe's bankruptcy raises data privacy fears: Opt out, download and delete data now.

UBTech and Zeekr unite with AI robot swarms to make car manufacturing faster and smarter. Tech expert Kurt “CyberGuy" Knutsson explains how the process works.

Tech expert Kurt “CyberGuy" Knutsson says Apple's Passwords app had a three-month phishing flaw from iOS 18 to 18.2 patch.

Tech expert Kurt “CyberGuy" Knutsson discusses how this super-small electric mini-truck takes a big step toward production.

Consistency Builds Trust

Small Business