09.02.10
5 Steps to Dating Your Customer (or prospect!)
I'm knee deep in an original Seth Godin book: Permission Marketing. In this book, Seth uses a more traditional "author voice" to explain how conventional pop up in your face marketing methods are a huge waste of energy and resources. He also advocates a more "non-traditional" methodology of gaining client attention, that could increase exposure in upwards of 70%!
He calls this, PERMISSION MARKETING.
Essentially, as "sellers" we need to gain "permission" to promote our product or service to a potentially client or prospect. How do you accomplish this? ...
By DATING your client, as you would a new lover! (according to Seth)
Five Steps to Dating Your Customer (page 48)
1. Offer the prospect an incentive to volunteer
--> give them reason to pay attention to you!
2. Using the attention OFFERED by the prospect (not taken), offer a curriculum over time, teaching hte consumer about your product or service.
3. Reinforce the incentive to guarantee that the prospect maintains he permission.
4. Offer additional incentives to get even more PERMISSION from the consumer.
5. Over time, leverage the permission to change consumer behavior toward profits.
This isn't a "smash and grab" marketing tactic. It isn't a mircowaved approach...
It's a crock pot, full of value and reason for your customer or prospect to ask for more... from YOU!
Thoughts?
Good points on the importance of building relationships. Just like at the bank, you've gotta make some big deposits before you can withdraw.
ReplyDeleteExcellent article. Very interesting to read. I really love to read such a nice article. Thanks! keep rocking. Walmart Customer Service
ReplyDeletePositive site, where did u come up with the information on this posting? I'm pleased I discovered it though, ill be checking back soon to find out what additional posts you include. The Church of Jesus Christ of Latter-day Saints
ReplyDeleteA fundamental hotspot for the group of onlookers that makes the peruser stride by step.
ReplyDelete자위기구