“I’m Just Looking”… This Is What It REALLY Means
I’ll bet this rolls off your tongue when you see a salesperson stalking you in a department store.
True, it can mean “go away and leave me alone.” But a lot of times it REALLY means: “I’m not ready to buy yet. But I will be later.”
Here’s the real question: When they’re finally ready to buy… will YOU be the one they call?
If it’s in the next 24 hours… yeah, they probably will call you. But after that, I wouldn’t hold my breath.
There’s this thing called ‘top of consciousness.’
Top of consciousness is when you are already in your customer’s mind when they decide they need your services. Think of it as a mental sweet spot.
If you aren’t at in that mental sweet spot when they need what you offer, then you go back to square one. You have to battle competitors all over again for your client’s attention.
If your client has to go to the Yellow Pages, look on the Internet or ask someone for a reference, the company with the deepest pockets – the most money to spend on advertising – usually wins.
When you market smart, you get directly to your customers often and regularly.
It sounds like it’s expensive to market this way – but it’s not.
Did you know…
1. Acquiring new customers costs 5 to 7 times more than retaining a current one.
2. It’s 8 times easier to sell to an active customer
3. A 2% increase in customer retention has the same effect on profits as cutting costs by 10%.
4. 78% of your customers are lost after six months of no contact with them.
And yet, 95% of businesses spend nearly all of their time, money and energy on chasing new clients.
They do nothing to retain existing customers.
What should this tell you? Staying at the top of consciousness is just smart marketing.
But here’s the tricky part: Doing it (maintaining client contact) in a fun and informative way, NOT with a blatant sales pitch.
A real-world example: I just sold $273 of services to customer I hadn’t heard from in four years. During that time, it cost me $96.00 to send her a monthly client newsletter.
When the time was right… when she wasn’t ‘just looking’ anymore… I was the one she called after FOUR years.
This was the BEST part: She referred me to two other new clients and they each gave me 6 referrals.
Do you see how this works? Relentless client contact crazy profitable!
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- David Gruttadaurio
“The Print Newsletter Expert”
Newsletter, client newsletter, company newsletter, customer newsletter, direct response marketing, marketing newsletter, newsletters, patient newsletter, print newsletter
