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Digg it UP - Bridging the Chasm from Lead to Loyal Customer
Lake Havasu City is nestled along the California, Arizona Border on the Arizona side of things. Between the two states is the mighty Colorado River. Lake Havasu City is a hot spot of activity during 3-day weekends in the summer and the summer heat can reach up to 117 degrees too. But is such an area with all the boaters, vacationers, retirees and folks there a decent place to operate a mobile oil change business?If the population is not too great what if other cities near by the Tri-State area there were added to the marketing area? Lets say Needles, CA; Laughlin, NV; and Bull Head City, AZ to the North and Parker, AZ to the South? Would it make sense then?Well recently a couple inq
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 o
If you’re looking for a classy, high value incentive for your employees or a different type of marketing gift for your clients, then why not consider imprinted promotional conference bags. Conference bags, usually handed out to delegates at conventions and filled with promotional materials and goodies, are often one of the most prized and valued souvenirs from the conference or event. Most of them continue to be used years after the conference is forgotten thus providing the perfect vehicle to keep your message working for you.Why force your employees to attend a conference just to get a great bag for their personal or business use? Promotional conference bags are one of the most useful in
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 o
Okay, so maybe you’re not in the job of your dreams. Now what? How do you get by until your dream job shows up? Here are the top 5 ways to make the most of the job you have. And, who knows? If you do them all, you could wake up one day and realize you already are in the job of your dreams. 1. Know you are being paid what you deserve. There is nothing worse than the inkling that you are underpaid. Thoughts like these will make even a great job seem not so great. Find out what others with your title and experience are paid. Internet sites are great for this or a friend in compensation could help you out. 2. Develop a better relationship with your boss. <
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 o
For most of us, we spend a huge proportion of our waking lives working. Unless you’re independently wealthy, this can’t be helped. But the day has long since past when we have to view our work as a necessary evil. If you’re committed to it, you really can find work that you enjoy, that fulfills you and that eliminates the dreaded Monday Blues forever.But how do you find that work? Well, the first thing to do is look at what you already enjoy doing outside of work. Is there a way for you to turn a hobby into a living? Can you envisage yourself doing that? Does the idea excite you?Some other questions to ask yourself: If you were independently wealthy but chose to work anyway, what wo
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 o
There are many changes coming in the world of work, such as increased competition, the need for more education and certifications, and the trend to change careers 5-7 times in a lifetime. No matter what job or career path you decide to take, there are some basic skills that all employers look for. To succeed in the modern world of work, keep your skill set up- to- date. The following is a list of the top ten skills needed for the new world of work.1. CommunicationCommunication is the ability to effectively communicate your thoughts and ideas in person, on paper, and over the telephone. It involves listening to others and being open to other viewpoints and opinions.What c
• 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 o
Most of the organizations spend colossal amount on getting business. Specialist marketers, professional spokesperson, excessive campaigning are just few of the ingredients deployed to earn those difficult clients. However what is ignored in the present stiff times of competition is the effort required to sustain them over a period of time.Marketing departments more than tend to underrate the importance of holding on to the existing client base. What is not understood here is the fact that service providers are many, products are endless – it is the quality of product and the manner of providing the same that makes the difference.Perhaps this is a reason behind the presence of interm
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 si
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