Tuesday, August 25th, 2009...10:54 am

5 Easy Steps to Securing Life-long Customers

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     One of the most common mistakes I see in businesses is that many attempt to make a sale too fast.  It’s like meeting someone and proposing marriage before asking them out on a first date.

     Good marketing is like a relationship.  And it has a life cycle of its own.

     First you need to find prospects that are looking for what you’re offering.

     For instance, if you’re a devout Catholic you might have better luck finding a potential partner at church versus, say, a Buddhist meditation center. 

     Likewise, marketing iPhone apps to senior citizens probably isn’t going to work – call it a hunch…

     The good news is that there are a number of ways to find people who are already dealing with problems that your product or service can solve. 

     Offline, you can rent mailing lists, purchase ad space in publications that are aligned with your product, build models…

     Online, it’s even easier and less expensive.  You can leverage Google Adwords and other pay-per-click (PPC) mediums, incorporate search engine optimization (SEO), join a media network, send out third-party emails…

              Connect with me for more information on targeting YOUR ideal market

     Once you find who you’re looking for, the real fun begins.  Now it’s time to put on your game face and make a great first impression.  One way to do that is with a tantalizing “pick-up line.”  In your marketing that’s a headline.

     An effective headline will get the prospect’s attention and create intrigue.  Just like a good pick-up line, a good headline will entice the prospect to get to know you better.  

     If you get this far, congrats… you’ve got your foot in the door. 

     At this point you have to provide just enough information so that the prospect stays interested, but not so much that they get bored.  This is vital, you don’t want to spill your life story to someone you just met at the gym…

     Remember, the goal here is to keep them interested… you’re looking for a first date, not a wedding ring (yet).

     If you do your job at this point in the cycle you’ll likely secure a first date.  That’s when a prospect decides to try your product or service.

     But your job isn’t done yet.  In fact, the hardest part is yet to come.  Keep in mind that the most successful businesses aren’t just looking for a one-night stand, they foster a lifelong relationship.

     So when you arrive to pick up your date make sure you bring a little something extra that he/she isn’t expecting… perhaps some beautiful flowers. 

     In marketing we call this “surprise and delight”.  It’s when you deliver your product and include something extra… perhaps a money-saving coupon, a personalized “Thank You” note, or some type of complimentary bonus.

     These (seemingly small) gestures go a long way in making a great first impression and build the foundation for a long-term relationship. 

     Finally, and most importantly, you have to deliver. 

     If you said that you were an astronaut to get a date and then your date finds out you’re really jobless and live with your parents… it’s probably going to be an early night.

     Likewise, if you say your product can stop heartburn and indigestion, it better be able to do just that.

     If you approach marketing and sales like you would a potential relationship… and you follow theses five guidelines:

     1)  Target prospects that are already looking for what you’re offering
     2)  Persuade them to want to get to know you better
     3)  Surprise and delight
     4)  Make good on your upfront promises
     5)  Continue to keep the person engaged with your company 

…then you’ll be well on your way to a profitable business.

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