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Will You Add? - Bridging the Chasm from Lead to Loyal Customer
Do you believe in the power of the mind to help treat physical problems? Do you believe your subconscious holds the key in getting rid of unwanted habits? Do you have the desire to help people? If so, a career as a hypnotherapist may be the career you’ve been searching for.As more and more people understand the power of the human mind in solving life’s problems, the demand for qualified hypnotists and hypnotherapists increases. And, no wonder. The range of issues aided through the use of hypnosis is astounding. This, of course, is just a short list of the many reasons people seek the services of a hypnotist:* Pain control* Smoking cessation* Weight loss* S
While the process is simple, implementation takes a committed and consistent effort. It may take as many as five to 15 exposures to your product or service for a potential client to move through the process and cross the chasm from lead to loyal customer. They key is to plan those exposures so each one:
•Matches the level of the process where the potential customer currently is (i.e. direct mass media activities to potential customers in the awareness and knowledge phases, and use personal selling with prospective customers in the conviction and purchase phases).
•Builds on the previous exposure, automatically moving people through the buying process one step at a time.
To begin the process of helping potential clients bridge the chas
You can begin to get marketing mastery. In any industry you can grab this money making formula and maximize market penetration. Developed by a marketer of 35 years experience, this formula will make sure you beat your sales targets every month.Get started using this five part formula today."Smell" Your ProductSniff out all its features. Your top product knowledge will make you the envy of the team. Referrals come to you as the preferred sales consultant because prospects have learned by word of mouth you can tell them all there is to know about the product."Sell" Your Product - To YourselfYou need to whole-heartedly believe in your product. You need to own it
Have you ever watched a documentary about climbing Mount Everest? If so, you will undoubtedly remember one specific segment of the journey where the climbers cross a chasm, one carefully placed step after another, using aluminum ladders strung end to end. For me, just the thought of it is enough to cause an anxiety attack!
There is a similar chasm between your product or service and your potential customers, even if it is only in the potential customers’ mind. And for them, the thought of crossing that chasm is enough to cause a severe case of anxiety.
Picture a group of your potential customers, standing at the edge of a chasm on Mount Everest and you and your product or service standing on the other side. It is your job and the role of your marketing efforts to help potential clients cross that chasm one step at a time. At this stage, your immediate objective is not to get them to purchase. It is simply to get them to take that first step out onto the ladder, followed by one more step, and than another until they reach the ultimate decision to purchase.
It is as ludicrous to expect a potential customer to reach a purchase decision in one step as it would be to expect a Mount Everest adventurer to cross a chasm in one step. So how can you begin to move your potential customers across the purchase chasm?
• Step One - Awareness and Knowledge: Before someone can purchase a product or service they must be aware of it. They must also have knowledge about what problems the product or service will solve for them. They must be able to picture in their minds the benefit they will receive from using the product or service, and that picture must be enticing enough to motivate them to take that first step.
At this phase, your objective is to make potential customers aware of your product or service, generally through mass media type activities, advertising, direct mail, articles, public speaking, etc. and then to get them to take the first step by requesting additional information. You might offer a brochure, free report, newsletter subscription or other informational item in exchange for contact information. The key is to offer something that:
* Is of value to your potential client
* Provides him or her with additional knowledge about your product or service and how it will solve his or her problems
* Poses a very low level of risk or obligation on the part of the prospective customer.
• Step two - Liking and Preference: Awareness alone is not enough. Potential customers must also have a positive disposition regarding your product or service. Potential customers must trust that you will deliver what you say you will. Several years ago there was an insurance company that did a tremendous job of building awareness through television advertising. However, the ads were so obnoxious that I’m sure the company ranked quite low on the liking, preference and credibility scale.
At this stage, the objective is to get those potential customers who took the first step to take a second step by requesting additional information perhaps a video or booklet, calling for a free consultation, signing up for a free seminar or teleconference, purchasing an e-book, etc. For example, a trainer might gain credibility and allow potential customers to “sample” their product by offering free, hour long presentations on topics related to their area of specialty. Again, the offer must be of value to the client, and should pose a slightly higher level of risk, obligation or commitment on the part of the potential customer.
• Step Three – Conviction and Purchase: The final step in the process is getting those potential customers who have begun the journey across the chasm by requesting information and then following up on the information requested to actually make the decision to purchase. In this step, personal, one-on-one selling becomes the primary method of achieving the objective. And, if you have developed a relationship with the potential client throughout their journey, this step should be as simple as reaching out to take their hand as they reach the end of the ladder and step off onto the ground. And reassuring them that they have made the right decision by embarking on the journey.
While the process is simple, implementation takes a committed and consistent effort. It may take as many as five to 15 exposures to your product or service for a potential client to move through the process and cross the chasm from lead to loyal customer. They key is to plan those exposures so each one:
•Matches the level of the process where the potential customer currently is (i.e. direct mass media activities to potential customers in the awareness and knowledge phases, and use personal selling with prospective customers in the conviction and purchase phases).
•Builds on the previous exposure, automatically moving people through the buying process one step at a time.
To begin the process of helping potential clients bridge the chas
It all began when I starting asking the audience how many of them would earn $5 million dollars this year. No one would raise their hand. So I went on a quest to find other questions I could ask them that would create the same negative response. The more things I could have them not believe they could do, the more things I could prove they can do and create an instant transformation.My company, Freedom Builders, does live seminars to train entrepreneurs, small business owners and people in direct sales to be more successful. The problem was, how could they possibly become more successful if they didn’t believe they could? So my challenge was to prove their belief system was lying to
It is as ludicrous to expect a potential customer to reach a purchase decision in one step as it would be to expect a Mount Everest adventurer to cross a chasm in one step. So how can you begin to move your potential customers across the purchase chasm?
• Step One - Awareness and Knowledge: Before someone can purchase a product or service they must be aware of it. They must also have knowledge about what problems the product or service will solve for them. They must be able to picture in their minds the benefit they will receive from using the product or service, and that picture must be enticing enough to motivate them to take that first step.
At this phase, your objective is to make potential customers aware of your product or service, generally through mass media type activities, advertising, direct mail, articles, public speaking, etc. and then to get them to take the first step by requesting additional information. You might offer a brochure, free report, newsletter subscription or other informational item in exchange for contact information. The key is to offer something that:
* Is of value to your potential client
* Provides him or her with additional knowledge about your product or service and how it will solve his or her problems
* Poses a very low level of risk or obligation on the part of the prospective customer.
• Step two - Liking and Preference: Awareness alone is not enough. Potential customers must also have a positive disposition regarding your product or service. Potential customers must trust that you will deliver what you say you will. Several years ago there was an insurance company that did a tremendous job of building awareness through television advertising. However, the ads were so obnoxious that I’m sure the company ranked quite low on the liking, preference and credibility scale.
At this stage, the objective is to get those potential customers who took the first step to take a second step by requesting additional information perhaps a video or booklet, calling for a free consultation, signing up for a free seminar or teleconference, purchasing an e-book, etc. For example, a trainer might gain credibility and allow potential customers to “sample” their product by offering free, hour long presentations on topics related to their area of specialty. Again, the offer must be of value to the client, and should pose a slightly higher level of risk, obligation or commitment on the part of the potential customer.
• Step Three – Conviction and Purchase: The final step in the process is getting those potential customers who have begun the journey across the chasm by requesting information and then following up on the information requested to actually make the decision to purchase. In this step, personal, one-on-one selling becomes the primary method of achieving the objective. And, if you have developed a relationship with the potential client throughout their journey, this step should be as simple as reaching out to take their hand as they reach the end of the ladder and step off onto the ground. And reassuring them that they have made the right decision by embarking on the journey.
While the process is simple, implementation takes a committed and consistent effort. It may take as many as five to 15 exposures to your product or service for a potential client to move through the process and cross the chasm from lead to loyal customer. They key is to plan those exposures so each one:
•Matches the level of the process where the potential customer currently is (i.e. direct mass media activities to potential customers in the awareness and knowledge phases, and use personal selling with prospective customers in the conviction and purchase phases).
•Builds on the previous exposure, automatically moving people through the buying process one step at a time.
To begin the process of helping potential clients bridge the chas
What better way is there to promote your business than by distributing brochures? Say you want to have a garage sale. If you compare a black-and-white flyer with a full-color brochure, which one do you think will capture more attention?- A full color brochure is a sure-fire way to promote your business.- A brochure is a single-sheet document which comes in several sizes. It can be mailed or personally handed out to people and is considered as one of the best promotional materials. It is also a good selling aid.- Whether you need them as product flyer catalogs or as trade show handouts, a brochure is the best format to convey the message that you want to send out.- Prom
* Is of value to your potential client
* Provides him or her with additional knowledge about your product or service and how it will solve his or her problems
* Poses a very low level of risk or obligation on the part of the prospective customer.
• Step two - Liking and Preference: Awareness alone is not enough. Potential customers must also have a positive disposition regarding your product or service. Potential customers must trust that you will deliver what you say you will. Several years ago there was an insurance company that did a tremendous job of building awareness through television advertising. However, the ads were so obnoxious that I’m sure the company ranked quite low on the liking, preference and credibility scale.
At this stage, the objective is to get those potential customers who took the first step to take a second step by requesting additional information perhaps a video or booklet, calling for a free consultation, signing up for a free seminar or teleconference, purchasing an e-book, etc. For example, a trainer might gain credibility and allow potential customers to “sample” their product by offering free, hour long presentations on topics related to their area of specialty. Again, the offer must be of value to the client, and should pose a slightly higher level of risk, obligation or commitment on the part of the potential customer.
• Step Three – Conviction and Purchase: The final step in the process is getting those potential customers who have begun the journey across the chasm by requesting information and then following up on the information requested to actually make the decision to purchase. In this step, personal, one-on-one selling becomes the primary method of achieving the objective. And, if you have developed a relationship with the potential client throughout their journey, this step should be as simple as reaching out to take their hand as they reach the end of the ladder and step off onto the ground. And reassuring them that they have made the right decision by embarking on the journey.
While the process is simple, implementation takes a committed and consistent effort. It may take as many as five to 15 exposures to your product or service for a potential client to move through the process and cross the chasm from lead to loyal customer. They key is to plan those exposures so each one:
•Matches the level of the process where the potential customer currently is (i.e. direct mass media activities to potential customers in the awareness and knowledge phases, and use personal selling with prospective customers in the conviction and purchase phases).
•Builds on the previous exposure, automatically moving people through the buying process one step at a time.
To begin the process of helping potential clients bridge the chas
What's a small business owner to do if they have more than one audience to market to? Perhaps they need to attract clients but they also need to recruit business partners or vendors. Do they need two marketing plans or can they use one plan that tries to address both aspects?This is a great question that applies to many different types of businesses who find they need to market to more than one group of people. You only need one marketing plan. However, you will have two different target audiences within that plan and you’ll need to have a marketing strategy for EACH of these audiences.The reason you'll need separate strategies and marketing activities to go with those strategies is
• Step Three – Conviction and Purchase: The final step in the process is getting those potential customers who have begun the journey across the chasm by requesting information and then following up on the information requested to actually make the decision to purchase. In this step, personal, one-on-one selling becomes the primary method of achieving the objective. And, if you have developed a relationship with the potential client throughout their journey, this step should be as simple as reaching out to take their hand as they reach the end of the ladder and step off onto the ground. And reassuring them that they have made the right decision by embarking on the journey.
While the process is simple, implementation takes a committed and consistent effort. It may take as many as five to 15 exposures to your product or service for a potential client to move through the process and cross the chasm from lead to loyal customer. They key is to plan those exposures so each one:
•Matches the level of the process where the potential customer currently is (i.e. direct mass media activities to potential customers in the awareness and knowledge phases, and use personal selling with prospective customers in the conviction and purchase phases).
•Builds on the previous exposure, automatically moving people through the buying process one step at a time.
To begin the process of helping potential clients bridge the chas
Three goals and four questions that can guide you to happinessIf you have a goal or a burning desire and are feeling blocked or frustrated in your pursuit of that goal, I have a couple of ideas that might help you get unstuck.First, take out a clean yellow pad and write down your top 10 goals for the next year -- in great detail. Now, arrange your list according to your priorities and pick the top three — and only three. Take those top three goals and expand your thoughts about them, and write down how you will feel once you have achieved them. Ask yourself whether you can enjoy the journey you will go through in the process of working toward those goals. This is important, be
While the process is simple, implementation takes a committed and consistent effort. It may take as many as five to 15 exposures to your product or service for a potential client to move through the process and cross the chasm from lead to loyal customer. They key is to plan those exposures so each one:
•Matches the level of the process where the potential customer currently is (i.e. direct mass media activities to potential customers in the awareness and knowledge phases, and use personal selling with prospective customers in the conviction and purchase phases).
•Builds on the previous exposure, automatically moving people through the buying process one step at a time.
To begin the process of helping potential clients bridge the chasm to loyal customer ask yourself these questions:
1. What are three to five ways I can have an initial contact with members of my ideal customer group?
2. What can I provide as a free offer in exchange for contact information to get people to take the first step?
3. What are two or three intermediary steps I can encourage prospects to take?
4. What are the key promotional tools that I will use at each step?
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