A few weeks ago, I had in my hand a coupon for a free 30-minute massage and was planning on paying for another 30 minutes. I had also considered trying the chiropractor in the same office since I had never had an adjustment before. Here is how the phone call went:
Me: I have a free 30-minute massage coupon I would like to schedule.
Office Gal: Great! When would you like to schedule it?
Me: Actually, I have some neck pain that has been bothering me for a couple of days because I slept wrong. Is there any chance you can see me this afternoon?
Gal: I don’t see anything available right away, but we are open on Monday, would you like to see what we can do then?
Me: Actually, I am on my Bluetooth and driving right now, so I can’t see my schedule. Is there any way you can squeeze me in today?
Gal: No, I really can’t squeeze you in. Why don’t you call us back when you get to your location and we can set something up next week.
Me: (Disgruntled) Sure.
I didn’t call back.
So what was the problem here? There were several problems, actually. I am a potential customer trying to get an appointment. Did they have “Same-day” slots for people like me? Perhaps even refer me to someone who takes same-day appointments. But the biggest problem of all is that she left it to chance that I might not call back!
By getting my contact information, she could have followed up later that afternoon to get me on the schedule. Even if all she could do was call me back and get me scheduled for Monday, I would at least be more likely to visit them in the future. Since then, I think I lost the coupon.
Dean Jackson with the I Love Marketing Podcast best laid it out in a recent seminar with the following equation:
Get their Attention + Get their Contact Information + Build a Relationship = $ales
This process I have dubbed the Method Strategy. A marketing method is a means of promoting your business through a single avenue. A radio commercial campaign is a great example of a method. Many times these radio campaigns have several different messages that build on each other or are targeted to specific markets based on the radio station and the playing time. Even though these ads build on each other, it is only one method. Networking, flyers, TV ads, public relations, referral groups, direct mail, and countless other methods exist and are being invented every day.
Any of the methods are for one purpose: discover who might be interested in learning more. All you really want to accomplish is to find out who might be interested and get their contact information. The method alone will rarely make the sale on its own.
If you have honed in on your target market, have created a great message with an awesome call to action, and are running some amazing content with a strong call to action, you have started getting phone calls, web traffic, people walking into your store, or emails from some great potential customers. As they respond, make sure you get their contact information.
Now its time to start developing a relationship with a measured sequence of contacts you make with them to slowly develop the trust they need to have in you. Here is a quick example of one that I helped a client set-up.
This processes can be simple or complex depending on what you are selling and the decision making process. So if you are selling high-end medical equipment, the process to pull build a relationship will be much longer than if you are selling monthly housekeeping services.
The key to this planned sequence of contacts is asking yourself “What’s next?” until they buy (repeatedly) or ask not to be contacted any longer.
David Bryant Mitchell is a business coach and consultant that works with business owners and managers to create momentum in their business with strategies and tactics that they can implement today. These strategies are based on the five building blocks of business: Marketing, Leadership, Operations, Finance and Systems.