Aug 30, 2010
Whatever you do, dont hold your breath while waiting for marketing to take affect. Instead, understand your long term goal and what your desired outcome is from your marketing plan, and then sit tight and stick to it!
Most business owners advertise here and there, or contact prospects once or twice, and if they dont show an interest, the business owners move on to greener territories, on to the non-existent Land of Instant Gratification.
We are frequently asked, How long does it take until a prospect acknowledges you or my marketing efforts produce results?
And we always respond – It could happen in a month, even a week or less if the prospects are in the market right now and neglected by their former supplier or service provider. But it probably wont happen soon and it most assuredly wont happen if you ignore them after contacting them once or twice.
Remember that prospects have needs and it is YOUR job to understand them and what challenges they face, and more importatly, how you will provide value packed solutions. Allegiances are lost every day, allegiances gained every day.
Give them time. Give them information. Give them attention. While youre waiting, walk a mile in their shoes so you can be better prepared to talk to them about how their feet feel. Understand your market, understand trends, current needs and the individuals you desire to to obtain business from.
Key factors to remember when dealing with a new prospect is to listen to what they are saying, understand their needs and challenges they are experiencing, and present a value proporsition to the prospect that will provide a solution to their current needs. Understand that marketing is an never ending journey.
Many marketers create their marketing efforts under the ridiculous assumption that prospects are asking “Who are you? What is your product or service? When are you open? Where are you located?” The only real question in the prospect’s mind is “Why should I care?”
Heres what theyre thinking: Its not “tell me a story about you.” Instead, it’s “tell me a story about me. Tell me how you can save my time, increase my income, reduce my stress, bring more love into my life, cause people to think highly of me.” If you cant talk to them about those things, leave those prospects alone because you’re wasting their time and your money.
Keep in mind that people are attracted to businesses that have established credibility. You get it with superb marketing and commitment to a plan.
Marketing continues to be a blend of art, science, business and patience.
It works. But it rarely works instantly. Thats why the most crucial ingredient in the blend called marketing is your own patience and dedication to continously keep focused on your marketing goals.