If a prospect contacted you, it’s safe to say that they’re interested in what you have to sell. The thing you don’t know is when the prospect will make a decision to purchase the type of product or service you have to sell. So the key to marketing to prospects is for you is to develop your know, like, and trust factor.
Prospects will be at different stages in the buying cycle. Some might buy immediately, and others could take a year or more, depending on the complexity of the purchase. Regardless, the idea is to develop a marketing system to remain ‘Top of Mind’ with them by consistent and repeated contact. You have to build a system that ensures you touch these prospects at least 8 to 12 times a year. Providing these prospects with useful information on a consistent basis is one of the best trust-building strategies you can employ.
A Top of Mind system isn’t only critical for prospects but also for past and existing clients. Think of a time when you made a sizeable purchase, say something in the thousand or couple of thousand dollar range. After the provider delivered the goods or the service, did you ever hear from them again? If you’re guilty of not staying in touch with your past clients, you risk having them forget about you and potentially do business with the competition. Past clients are excellent prospects for an up-sell product or service and referrals and lead generation. Continue to stay in touch and educate these people about the benefits you bring to your clients. Keeping yourself top of mind is the best way to prevent your clients from searching for a competitor.