Business Growth Specialists

Irresistible Customer Relationship

Posted: Wednesday July 8, 2009 by Paul

I recently started working with a new client, it was an interesting one because when I asked him where he found out about me and my servces he referred to a ‘Fax Blast’ I had sent out . Nothing surprising there, I thought, however I sent the fax out in Sept 2006. He had kept if for over 2 years until HE was ready.

Your target market prospects & clients needs and wants change constantly… Almost minute by minute and therefore what they say ‘no’ to today could be ‘yes’ next month, next week, tomorrow or even in a minute.

No one ever stays frozen in one place. That means their needs and situations constantly change – sometimes just 15 minutes after they described their needs to a marketing research or telemarketers query! If someone doesn’t need your product or service today, that doesn’t mean they won’t need it tomorrow, or next week. Or maybe they need it, but can’t buy until two weeks from now when they get paid. Often, all this means is that the time is not exactly right for them to buy.

Experienced and smart marketers know that taking just one shot – a single letter, ad, phone call, face to face contact – at a prospect is rarely sufficient. Smart marketers know that people buy more often on the second, third, fourth or fifth time you contact them. It’s called ‘the irresistible customer relationship model’. It is well documented that the good salesperson that doesn’t give up on the first ‘no’ can often move on to get the sale. Furthermore, experience shows that people will often respond after they’ve received 6, 7 or more contacts. The point is, by sequentially and systematically making the extra efforts you can very often get a pay off where many before you have failed. That’s where the irresistible customer relationship model comes in.

The trick is to have a ‘system’ where each contact has a distinct goal, your ‘system’ will evolve over time, but when it works – stick to it, don’t try to fast track the process – you prospects won’t be ready to buy if you do. Modern technology will help you devise and deliver YOUR system, but remember the content still needs to be about your customer not you.