How Long Till Marketing Works
By Jay Conrad
Levinson © 2006
How long does it take for a prospect to become a
customer? Well, let's first look into the chemistry of prospects. Prospects are
like you except that they're probably doing business with one of your
competitors. Fortunately for you, that competitor most likely doesn't know the
full meaning of follow-up, with the result that most customers feel ignored
after the sale.
These are among your hottest prospects. They already do
business with a company such as yours and may be disenchanted because they've
been left alone after making their purchase. That's why guerrillas identify
their best prospects and then begin the courtship process. It is a courtship and
it is a process. Armed with that insight, you can transform them into
Most business owners contact prospects once or twice, and if
they don't show an interest, the business owners move on to greener territories,
on to the non- existent Land of Instant Gratification. Guerrillas continue
romancing those they are courting. Eventually, those prospects feel so cared
for, so important, so attended to, that they switch over and begin to patronize
the guerrilla who never stops courting.
How long does it take until this
happen? Try seven years on for size. That's the outside. It could happen in a
month, even a week or less if the prospects are in the market right now and
neglected by their former supplier. But it probably won't happen soon and it
most assuredly won't happen if you ignore them after contacting them once or
Prospects have minds that are more open than you think.
Allegiances are lost and gained every day. Guerrilla marketers don't lose them
because they recognize the slow motion process of gaining them. When they speak
to prospects, they do not talk about their businesses or their industries. They
talk about the prospects themselves, the topic most on the mind of prospects.
When guerrillas talk about the problems facing prospects, they gain even more
When they talk about solutions to these problems, they still
see things from the prospects' points of view and talk from that mindset. As
weeds are flowers whose beauty has not yet been discovered, prospects are
customers who have not yet realized all that you can offer them. Give them time,
information, attention. People patronize the businesses they do for an
enormously wide variety of reasons. Frequently, it is mere habit. Guerrillas
know that the prime reason is that buyers have confidence in the sellers.
Keep in mind that people are attracted to businesses that have
established credibility. You get it with superb marketing and commitment to a
plan. Marketing continues to be a blend of art, science, business and patience.
It works. But it rarely works instantly. That's why the most crucial ingredient
in the blend called marketing is your own patience.
|Jay Conrad Levinson is
the author of the "Guerrilla Marketing" series of books, the most popular
marketing series in history with 14 million sold, now in 39 languages. At his
new http://www.GuerrillaMarketingAssociation.com, you'll find lots
of profit-producing ideas plus a list of 100 marketing weapons. Join up for
phone and online access to The Father of Guerrilla