Not CONSISTENTLY marketing to your prospective and existing customers is bad. Why? It has to do with what we call “The Buyers Spectrum” (see our VIDEO). Think of a grove of orange trees. Once the oranges are in season they begin to ripen. Now it’s time to pick the ripe ones. Yet do you think that all of the oranges on all of the trees ripen all at the same time? Of course not.
So you go through picking only the ripe ones and leaving the green unripened oranges still on the tree. Now that you’ve gotten all of the ripened oranges you leave the orange grove never to return right? Wrong! Yet this is exactly what many businesses do.
Simply put most businesses run some ads, have people calling in for more information yet only focus their attention on the people who are actually ready to buy right now. They completely discard the other people who called in yet didn’t buy. Understand that these people will buy what you sell at some time. It just isn’t right now. It may be 3 weeks from now, 6 months from now or 2 years from now. So how do you get their business as well?
Think again of the orange grove. Instead of picking only the ripened oranges and leaving the grove never to return, think of nurturing the grove. You consistently water it, fertilize it and weed it. And as each and every orange ripens you pick each and every one. Your prospects are no different. You must nurture them along the sales (buying) cycle as you’d nurture the orange grove. You consistently maket to them, educating them about your product or service and how they benefit by doing business with you.
Then as they are ready to buy 2 months from now, 6 months from now or even 2 years from now, you “pick” them all! Realistically, you may not get them all yet you’ll definitely get the majority of them. By adopting this approach, you’ll wind up with the lion’s share of the market.
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