Should You Be a Touchy Feely Business? The Surprise Move Most of Your Competitors Are Missing
Here are a few statistics from James Tuckerman of Australian Anthill that will probably make you gasp… In 2007, it took 3 cold call attempts to reach a prospect. It now takes 8. The average sales person makes 8 calls an hour for 6 hours to book 1 meeting. 80% of sales require 5 follow up calls after a meeting. 44% give up after only 1 call.
How do those statistics compare with the results in your business? Do you even know?
As the way people buy evolves, Small Businesses have to become more creative in the way they communicate – long before people buy.
Blogging, email, podcasting, video and social media have made it easy and relatively cheap to bathe people with information. So everyone’s doing it. The average consumer is fielding thousands of online messages every day, so getting their attention is a challenge.
As Woody Allen said – “80% of success is showing up”.
Employ online tools as imaginatively as you can. But don’t ignore the raft of other ways you can stay in touch – literally. Because most of your competitors aren’t using them.
Think of yourself as a travel agent
Create a pathway of news and information that is enticing and irresistible for every one of your prospects. You can take them on a journey that is relevant to their needs, interesting and informative. Then when they are ready to buy, the decision is easy.
But just as you’d be bored if your next holiday consisted of the same activity every day and the same food at every meal, mixing it up can make all the difference.
Could this be the missing link?
Physical communication is processed quite differently by our brains. When we touch and hold something, it connects more deeply with our emotions, and we all know people buy on emotion.
Printed communication has gravitas, and more rapidly creates trust and credibility. It’s memorable –there is much more opportunity for variety and sophistication in design and message. And it’s easy to share with decision makers.
How could this change the way your business communicates?
Before you start, remember the rules.
- The same guidelines about content apply in the real world as they do online:
- Be clear who you are talking to
- Decide on the key message and the goal of each communication before you begin
- Map out the steps in the journey, including every touch point
- Know exactly what you want them to do at each step
Six ideas for real world touch points
- Mailing a voucher with an offer (Google uses this)
- Creating an awesome brochure to send to qualified prospects – or to use as a guide in your sales meetings
- Sending a catalogue with irresistible offers (Charles Tyrwhitt Shirts is an online retailer that has amazing success with catalogue marketing)
- Producing a suite of information booklets for each niche you service or product you sell, and using them in both eBook and print version
- Sending a customised newsletter – regularly is good, monthly is even better
- Hosting an event that’s chock full of value for your audience (Check out the Key Person of Influence Brand Accelerator for a second to none value event)
Combined with phone contact, print and face to face communications offer a genuine richness of experience for audience that will much more quickly build loyalty and trust.
Going the extra step with real world contact shows you care. It’s an effort that will often be rewarded.
And don’t be fooled. Gen Y is the most likely to take notice of mailed communication. A 2015, Gallup poll revealed 18-29 year olds actually look forward to receiving things in the mail.
Think of physical communication not as an add on, but a potential multiplier of your marketing efforts.
Your clients live in the real world. Why not connect with them there?
“The opinions expressed by Smallville Contributors are their own, not those of www.smallville.com.au"
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