Consider yourself for a moment. The first time you saw either of our sites at 5000bc or Psychotactics, did you buy anything? Yeah, sure, so you signed up for a free newsletter. But did you buy?
You couldn't or wouldn't because of the six degrees
In all our testing, all our measurements and weird tracking, we've found one consistency. That customers almost never buy on the first time around. That somehow there are several degrees of separation. Somehow this magical figure sits at six. These six degrees prevent zee customers from getting experiencing your superfragilisticexpealidocous consulting or your wunderbar products.
But how do you contact customers six times without annoying them?
Yeah. Good question. I mean not every customer of yours is on some mailing list somewhere. Mailing lists are darn easy. You just keep sending out a newsletter asking the customer to buy, and about six newsletters later they buy into your offer. But what about a CEO of a company?
That CEO ain't reading your newsletter…
So you've got to use systems that are conventional, but still keep you top of mind. Here's a series of steps you could possibly take, to ensure a steady contact.
Zee six points of contact
Point Uno: Meeting with your client
Point Two: Send a thank you card
Point Trois: Send a printed newsletter of your article
Point Four: Send a birthday card (What? You don't have that information?)
Point Cinqo: Send information of a new product/service
Point Six: Send another article — again printed
Sounds like hard work, doesn't it?
Yes, it's darn hard work. Online it's much easier to put someone on a list and keep reminding that person of your abilities through a sequential set of newsletters. Offline, you require a whole more effort to keep in touch with a client. If you don't put down a series of steps in your diary/planner, you've wasted your time.
If you can't do step six, don't do step one…
You're on a date, for crying out loud! You've got to have the flowers, the candy, the movies, the dinner, the candle. What works is not the ‘Hey, I'm the greatest.' What really gets a client's interest, is your persistence and your ability to pique that interest with a combination of sales pitches and expertise through educational material.
The six secrets of selling are simple
1) Follow up
2) Follow up
3) Follow up
4) Follow up
5) Follow up
6) Follow up
Personal Experience: When we used to meet clients in our ex-consulting practice, we used to head back to the office and chart out the six steps. We'd put it in the diary and make sure it got done. If you don't believe me, call some of our clients. They STILL have the Thank You card we sent them two or three years ago.
Online, you know how relentlessly we follow up. Even so, it takes several follow ups before we can get a customer's undivided attention. Customers routinely take about 6 months to buy the Brain Audit or the membership to 5000bc. It's normal. We know we have to keep doing the romancing. We have to be consistent and eventually, as a customer you can see we're serious. That persistence alone gets you to say YES.
And that's conversion. There's the whole topic of retention. Which as you can guess, is a whole new ball game altogether.
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