This idea came from one basic marketing principle: People buy when THEY are ready to buy, not when you are ready to sell.
No matter how great your product or service is, some people are simply not ready for it. Even if
they’ve purchased from you before, they may not be ready to do so again. They might not be in
a financial position to buy. Perhaps they don’t realize how wonderful your product or service is.
Or, maybe they have too many other things on their mind to pay attention to you. Whatever the
reason, a large portion of your target market isn’t going to purchase from you right now.
they’ve purchased from you before, they may not be ready to do so again. They might not be in
a financial position to buy. Perhaps they don’t realize how wonderful your product or service is.
Or, maybe they have too many other things on their mind to pay attention to you. Whatever the
reason, a large portion of your target market isn’t going to purchase from you right now.
That doesn’t mean, however, that they won’t buy (or buy again) eventually. Most of them will. And your job as the “master of the moment” is to be standing there when they do!
Consumers act according to their own, incalculable reasoning. For example, Dave, our Vice President of Marketing received a call from a guy that was recovering in the hospital from serious abdominal surgery. The man said he appreciated all our follow-up work and the information we had sent him over the past year. He was now ready to buy. After checking to make sure the man wasn’t heavily medicated,
Dave went ahead and told him he’d need a credit card to place his order. The man had to get out of bed to reach his wallet. A few moans and grunts later, he was reading off his billing information and we had a new customer!
Dave went ahead and told him he’d need a credit card to place his order. The man had to get out of bed to reach his wallet. A few moans and grunts later, he was reading off his billing information and we had a new customer!
Timing is everything...Once again, you never know when a prospect or customer is going to be ready to buy! If you’re not following up with your prospects and customers on a regular basis,
someone else is going to land that business. And guess what? That “someone else” who lands
the business will be your competitor, who either:
someone else is going to land that business. And guess what? That “someone else” who lands
the business will be your competitor, who either:
1) Followed up relentlessly; or (more likely)
2) Got lucky enough to cross paths with your prospects and customers at the right
time.
2) Got lucky enough to cross paths with your prospects and customers at the right
time.
You don’t want to leave new or repeat business up to chance, not unless you like being poor
or losing to your competitor. No one does! But staying in front of your contacts is probably the
single greatest challenge in your business.
or losing to your competitor. No one does! But staying in front of your contacts is probably the
single greatest challenge in your business.
And that is why you must learn to “master the moment.” You need to be standing there for
every possible selling opportunity.
every possible selling opportunity.
You need to be there when your prospects decide to give your product a
try. But you also need to be there when your customers make a second or
third purchase. You should be there to promote up-sells and cross-sells.
You should be providing your customers and prospects with continual opportunities
to build a relationship with you.
try. But you also need to be there when your customers make a second or
third purchase. You should be there to promote up-sells and cross-sells.
You should be providing your customers and prospects with continual opportunities
to build a relationship with you.
Basically, it all boils down to this: as a small business owner, it is your responsibility to create
moments of interaction with your prospects and customers. But you must also learn to maximize
those moments in order to close more sales, gain more customers, and grow your business.
moments of interaction with your prospects and customers. But you must also learn to maximize
those moments in order to close more sales, gain more customers, and grow your business.
Which is exactly where the building blocks come in.
They are the tools for creating and making the
most of your contact moments with your prospects and customers.
“Mastering the moment” is your ultimate key to crossing the edge into unbelievable small business success and quickly doubling your sales!
The Building Blocks are tools for making the most
of contact moments with:
of contact moments with:
Prospects
Customers
Partners
© 2008 By Clate Mask
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