It Takes MORE than Connection. It Takes FREQUENCY of Connection.

Have you ever met someone at a business or social event for the first time?  You connect with them well and by the end of the event you feel like you have made a good acquaintance.  That acquaintance has the potential to become a stronger connection for you.  What happens if the next time you have contact with them is 6 months or a year later?  If you are like me, you have probably forgotten their name by then.  Sometimes it feels a little awkward seeing them again because you are trying to remember who they are and how you are connected to them.

A prospect’s introduction to your business is much the same.  They may make a good connection initially, but unless the relationship is nurtured, they will soon forget about you. Sales don’t result just from connection, but the FREQUENCY of connection.

How many ‘touches’ does it take to close the sale?  You will hear different answers to this question depending upon your industry and sales cycle.  A common answer is seven.  Take a look at your sales funnel and see how often your drip marketing is connecting with your prospects.

There are two important things to pay attention to when it comes to touching your prospects:

  1. A variety of ways that you connect with your prospects.
  2. How frequently you make that connection.

Prospects come to you in a variety of ways.  Some may come through a referral, others through an internet search.  Prospects may get introduced to you on social media or in person at an event.

It is equally important that you maintain connections in a variety of ways.  Some people are not on social media on a daily basis.  Other prospects don’t open their email; they just delete to clean out their inbox.  Some people never answer their phone or return voicemail messages.  There are even some people who don’t pick up their mail on a regular basis. If you include all four of these outreach methods (email, social media, phone calls, snail mail) in your marketing plan, you will be sure to connect with your prospects in at least one of those ways.

The other key to touching your prospects is consistency.  People are quick to forget about a business they haven’t heard from in a while.  The more often you connect with people, the more likely it is that they will remember you. 

It is essential that you develop a marketing plan that includes the typical tasks of e-newsletters and social media posts, but also weaves in follow up calls and sending things in the mail.  If you do all of these things on a regular basis, you will ensure that your prospects don’t forget who you are.  When they are ready to buy, you will still be in front of them and they will remember you.

If you aren’t connecting with your prospects enough, it might be time to take advantage of my Relationships & Revenues Review.  We’ll take an in-depth look at all of your systems and processes, find where the holes are and plug them.  Increasing the frequency of connection with your business relationships will increase the revenues you are seeing in your business.

 

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