July 15, 2024

Get More Customers

I have a client who goes after people who want to buy now. He doesn’t want to go after anyone who’s not ready yet. To be fair, his pool of customers is very large and he only needs a few new customers per month. He can be picky.
Not everyone is so lucky. The late Chet Holmes, the national bestselling author of “The Ultimate Sales Machine,” conducted research that showed only 3% of your market is ready to buy right now! Unless your market is very large (My client’s 3% could be a thousand or more people), then you need to do a bit more to go after the rest of the market.
Before you do, you should know the rest of the numbers. Only 6-7% of your market is open to buying (just not ready at this moment). The remaining 90% fall into three equal groups. One group is people not thinking of buying; they have nothing against you or what you’re selling but it hasn’t crossed their minds. The next group is the group that thinks that they are not interested in what you’re selling. The last group is what is called the “definitely not interested.” These people are OK with what they have or simply know they don’t need it.
How do you go after the rest?
Offer them educational information that will help them, and they will be more interested in buying. For this to work, the information has to be good and useful. When it is, it automatically positions you in the minds of your buyers as more of the expert than your competitors. Now you can weave that information in such a way that it sells your product or services far better than you could ever sell to them by simply flat out pitching to them.
While your competition is all going after the same 3%, you can go after the rest and make more sales. It might take a bit more time, but it will be worth it.
Until next week,
Great Things Happen, But You Have To Take Action, NOW!
 Philip Freedman
Your Doctor of Customer Retention