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 that 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 may 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.
 

John Jantsch is a veteran marketing coach, award winning blogger and author of Duct Tape Marketing: The World's Most Practical Small Business Marketing Guide published by Thomas Nelson - due out in the fall of 2006.

He is the creator of the Duct Tape Marketing small business marketing system. You can find more information by visiting http://www.ducttapemarketing.com.