If your marketing is not attracting enough sales leads or client enquiries, I have an idea to share with you. It’s based on a strategy I have used extremely successfully with my clients.
Here’s the thing: You can waste a lot of time and money, marketing to the wrong people. Fortunately, the opposite is also true. If you market to the right kind of people, you can massively improve your results.
Allow me to explain.
Ignore the disinterested
No matter how great your service is, people who are delighted with their current provider are highly unlikely to switch to you. That’s because they’re not looking for a new provider. They’re simply not interested in dumping a service, which they are extremely happy with.
We call the people who are not in the market for your services, the disinterested. Whilst it is possible to sell to those with no interest, it’s an extremely low leverage activity. It’s also totally unnecessary.
Focus on the dissatisfied
It makes a great deal more sense to focus on those who are eagerly looking for a new provider. We call these people the dissatisfied. They are actively in the market for what you’re offering. They’re ready to make a purchasing decision. They are motivated buyers.
Certainly, build an awareness of how great your service is. Make it easy for people to find you, when they have a future need. That goes without saying.
However, if you want to connect with people who will give you their full attention AND who are ready to hire you, create a marketing strategy that seeks out the dissatisfied.
This is a specialist area of marketing and something you will need help developing. The upside is that it’s far more effective than trying to convince the disinterested. The huge, positive impact this can have on your future results is hard to overstate.
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