So: are you reading?
If so, it’s probably because something in the headline got your attention.
These days, getting someone’s attention is the toughest marketing challenge.
If you think you don’t need an energetic, attention-getting marketing program, just consider these facts:
- It takes an average of eight contacts with a prospect just to get that person to notice you, your products, and your services.
- It takes an average of 18 contacts with a prospect to get a meeting.
All of that must happen BEFORE there is a chance of making a sale.
Everything is FAST, FASTER, and FASTER these days. As a result, attention spans are SHORT, SHORTER, and ALMOST NON-EXISTENT.
What are the lessons to be learned from these current realities of marketing communications?
- You need to keep knocking on your prospect’s door, window or head until you are given a chance to make a sale — or told to go away. In the “new world” of trying to get someone’s attention, there is almost no such thing as making too many efforts to connect.
- No one way of communicating is enough. For example: only 24% of sales-related e-mails are read. That means that you need to make yourself visible and of interest to prospects through multiple forums and approaches: snail mail, telemarketing, social media , websites, printed collateral, public relations — an integrated effort designed so that multiple media will enhance the likelihood of gaining attention. Always be alert to what types of communication are working well at any given time. For instance: studies indicate that 7 out of 10 buyers today access product or service videos during their decision making process.
- Do not assume that the time-tested standards of good communications no longer apply. Many people believe that prospects no longer want the time-burden of human-to-human contact during the process of considering products or services. While it is true that less than 19% of buyers want to talk with a salesperson during the initial learning stages (preferring websites or brochures instead), a whopping 60% want to talk with a live human being after they have studied and made a short list of possible suppliers.
- Don’t forget that marketing programs do not work themselves. They need to be managed and worked by skilled professionals. That requires constant follow-up to potential buyers. Moreover, time is not your friend here. Research shows that nearly half of all companies receiving a qualified sales lead do NOT respond within five days. That statistic is made more startling by the fact that companies who attempted to reach leads within an hour of receipt were seven times more likely to make a sale than those who waited even 60 minutes!
Well –- now that we have your attention we need to admit that none of what we said may make you better looking or let you live a longer life — but some of it might help your business and put extra money in your pocket. As always — if you need the help of proven marketing professionals to make great things happen for your company — call us! We’re listening!