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Will You Add? - Attracting Clients With Incremental Marketing
Kathy has a problem. She has a huge project proposal due on Wednesday. However, her daughter, Tina, has dance practice this afternoon, Fido has to stay on his feeding schedule, and she has to have her suit dry cleaned in time for a presentation on Thursday. Her car is due for an oil change, and the grocery shopping has not been done for the week.Kathy’s situation is not that uncommon for today’s worker. How do stressed employees deal with finding a balance between their personal
2 - Link to web site for more information.
3 - Contact page on web site (or a phone call/message from prospect).
4 - Personal contact #1 - initial discussion with prospect over telephone (or in person); and arrange appointment for detailed meeting.
5 - Send supporting documents (such as business profile or report).
6 - Personal contact #2 - meeting with prospect in person.
7 - After meeting provide service agreement, notice of engagement, or additional detail as required; suggest starting point.
8 - Client agrees to
Just what is business debt consolidation and how could it relate to your business?Let's review the situation. You've started your own business that provides either goods or a service to the people in your area. The business was developed on a sound principle that was carefully researched in terms of the need for these services or these goods and how many competitors were in the area. The business delivers quality goods or service and your company has built up a small, but loyal,
Must your new clients take a “leap of faith” when they engage you?
Or do you gradually draw them closer using a series of pre-planned contacts designed to address their concerns and build their trust in you.
Too many service providers wait for potential clients to take that leap of faith. And in doing so, they force their would-be clients into making an all-or-nothing choice.
Prospects either say, “Yes, we want you” or they never contact you.
This is a high-risk strategy for both your prospect and yourself. It is risky for your prospect because they could feel as though they have to make a decision before they feel comfortable about working with you. They haven’t got to know you yet. Do they have all the information they need? How do they know if they do?
It’s a risky position for you because all your effort in attracting a prospect is hanging on this one all-or-nothing decision. Have you spoken with your prospect and impressed them with your insight and expertise? Have you had a chance to understand what your prospect really wants to achieve? Probably not.
A more effective way to attract clients is to create a path of contact points. At each point you give your prospect a reason to proceed to the next point.
I call this “Incremental Marketing”.
When you practice incremental marketing your focus should be on helping your prospects make incremental steps towards engaging you. At each step you build trust, enhance your credibility, and answer any concerns.
Get them to take the next step, not a leap of faith.
With this approach you’ll also have the opportunity to explain how you work with clients and suggest the best starting point for that particular prospect, such as – signing an agreement; conducting an evaluation or assessment; interviewing key stakeholders; making an appointment; conducting a demonstration etc.
Incremental marketing is about creating a structure for prospects to make smaller, safer steps towards finalising a commitment with you.
The “path of contact points” will vary from business to business, depending upon on the services you provide, and the type of clients you are working with.
Examples
A business management consultant may create this path:
1 - Article published in industry journal.
2 - Link to web site for more information.
3 - Contact page on web site (or a phone call/message from prospect).
4 - Personal contact #1 - initial discussion with prospect over telephone (or in person); and arrange appointment for detailed meeting.
5 - Send supporting documents (such as business profile or report).
6 - Personal contact #2 - meeting with prospect in person.
7 - After meeting provide service agreement, notice of engagement, or additional detail as required; suggest starting point.
8 - Client agrees to
Dreams have a poetic integrity and truth. . . . These whimsical pictures, in as much as they originate from us, may well have an analogy with our whole life and fate. - Ralph Waldo EmersonMy fascination with dreams began nearly two-and-a-half decades ago when, seemingly out of nowhere, a torrent of unusual dreams roared into my life. It was as though somewhere in my psyche, someone had opened an inner floodgate. Even thoug
It’s a risky position for you because all your effort in attracting a prospect is hanging on this one all-or-nothing decision. Have you spoken with your prospect and impressed them with your insight and expertise? Have you had a chance to understand what your prospect really wants to achieve? Probably not.
A more effective way to attract clients is to create a path of contact points. At each point you give your prospect a reason to proceed to the next point.
I call this “Incremental Marketing”.
When you practice incremental marketing your focus should be on helping your prospects make incremental steps towards engaging you. At each step you build trust, enhance your credibility, and answer any concerns.
Get them to take the next step, not a leap of faith.
With this approach you’ll also have the opportunity to explain how you work with clients and suggest the best starting point for that particular prospect, such as – signing an agreement; conducting an evaluation or assessment; interviewing key stakeholders; making an appointment; conducting a demonstration etc.
Incremental marketing is about creating a structure for prospects to make smaller, safer steps towards finalising a commitment with you.
The “path of contact points” will vary from business to business, depending upon on the services you provide, and the type of clients you are working with.
Examples
A business management consultant may create this path:
1 - Article published in industry journal.
2 - Link to web site for more information.
3 - Contact page on web site (or a phone call/message from prospect).
4 - Personal contact #1 - initial discussion with prospect over telephone (or in person); and arrange appointment for detailed meeting.
5 - Send supporting documents (such as business profile or report).
6 - Personal contact #2 - meeting with prospect in person.
7 - After meeting provide service agreement, notice of engagement, or additional detail as required; suggest starting point.
8 - Client agrees to
There are two basic meanings of Business Intelligence (BI), quite related to the term intelligence. The first one is the human intelligence capacity applied in business activities, is Business Intelligence, which is a new field of the investigation for the application of human perceptive facilities. Both manage and make decision in different business problems. The second is related to the intelligence of information appraised for its currency and pertinence, which is apparent to knowled
I call this “Incremental Marketing”.
When you practice incremental marketing your focus should be on helping your prospects make incremental steps towards engaging you. At each step you build trust, enhance your credibility, and answer any concerns.
Get them to take the next step, not a leap of faith.
With this approach you’ll also have the opportunity to explain how you work with clients and suggest the best starting point for that particular prospect, such as – signing an agreement; conducting an evaluation or assessment; interviewing key stakeholders; making an appointment; conducting a demonstration etc.
Incremental marketing is about creating a structure for prospects to make smaller, safer steps towards finalising a commitment with you.
The “path of contact points” will vary from business to business, depending upon on the services you provide, and the type of clients you are working with.
Examples
A business management consultant may create this path:
1 - Article published in industry journal.
2 - Link to web site for more information.
3 - Contact page on web site (or a phone call/message from prospect).
4 - Personal contact #1 - initial discussion with prospect over telephone (or in person); and arrange appointment for detailed meeting.
5 - Send supporting documents (such as business profile or report).
6 - Personal contact #2 - meeting with prospect in person.
7 - After meeting provide service agreement, notice of engagement, or additional detail as required; suggest starting point.
8 - Client agrees to
Developing a business plan is easy once you follow the ground principles laid down by the industry experts. Find here some of the necessary ingredients for a well-developed plan.First and foremost, you must pick the right business. If you choose the wrong line of work, no amount of planning will help you succeed. A sound business concept is essential for developing a business plan. Gain sufficient experience in your chosen field of work before you decide to set up your own unit.
Incremental marketing is about creating a structure for prospects to make smaller, safer steps towards finalising a commitment with you.
The “path of contact points” will vary from business to business, depending upon on the services you provide, and the type of clients you are working with.
Examples
A business management consultant may create this path:
1 - Article published in industry journal.
2 - Link to web site for more information.
3 - Contact page on web site (or a phone call/message from prospect).
4 - Personal contact #1 - initial discussion with prospect over telephone (or in person); and arrange appointment for detailed meeting.
5 - Send supporting documents (such as business profile or report).
6 - Personal contact #2 - meeting with prospect in person.
7 - After meeting provide service agreement, notice of engagement, or additional detail as required; suggest starting point.
8 - Client agrees to
Several states have small business government grants. These are not offered by the federal government but a number of state-run development agencies provide free government grants. The states that offer these are Kansas, Nebraska, New Hampshire, New Mexico, and Utah. Other states provide financing through loans with incentives to those who want to start a small business rather than free government grants.Instead of money the government will give free advice and training to those
2 - Link to web site for more information.
3 - Contact page on web site (or a phone call/message from prospect).
4 - Personal contact #1 - initial discussion with prospect over telephone (or in person); and arrange appointment for detailed meeting.
5 - Send supporting documents (such as business profile or report).
6 - Personal contact #2 - meeting with prospect in person.
7 - After meeting provide service agreement, notice of engagement, or additional detail as required; suggest starting point.
8 - Client agrees to commence.
A computer support technician may create this path:
1 - Referral from client or networking contact.
2 - Personal contact #1 - by phone. Ring prospect to:
2a - Request meeting.
2b - Provide introductory information/background.
3 - Send additional written information via post or email (a report, profile, or link to web site information).
4 - Personal contact #2 - meeting with prospect. Discuss the clients computer environment; suggest a “System Diagnosis” as a starting point to identify areas that need attention.
5 - Client agrees to commence.
Remember, in most cases prospects are looking to minimise their risk in choosing a service provider. They want to feel secure with their decision. Incremental marketing helps you to work with human nature, instead of fighting against it.
Don’t force prospects to take a leap of faith to choose you, because usually they won’t.
(c) 2005 Marketing Nous Pty Ltd
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