There are still many company executives out there who think their sales forces can do it all or that one touch via the Internet will immediately generate a lead or sale. Huh-uh. Doesn’t happen that way. In acquiring prospects, to nurturing leads and finally optimizing customer relationships, there is a lot of “talking” that has to go on.
Customers are companies who have purchased from you in the past 12 months. You want repeat business, so you have to keep talking to them.
Those who bought from you 18 months ago or more are merely prospects now, but you don’t want to lose them to the competition, so you will have to keep talking to them…..but not the same way you talk to your customers.
That lead that came in last month, but hasn’t purchased yet, you want to keep them motivated, so you will have to keep talking to them….but not the same way you talk to your customers or your prospects.
The company you’ve had your eye on that would make a great customer……yep. Your going to have to keep talking to them….but not the same way you talk to your customers, or your prospects or your leads.
Statistics show that it takes 7-9 “touches” before a prospect is ready to request more information or a quote. That is a lot of “talking”. You can’t assume there’s one best way to reach your audience. You need to blend a combination of online and offline communications.