Did you know that by the time people decide to contact you, 70% of them have already made their buying decision?
That’s not a random made up figure banded around by your local marketing guru who heard it at a conference somewhere and exaggerated a bit. It’s proper research carried by the Forester Research Group in one of the most extensive studies ever undertaken.
That means the customer education process starts and even finishes well before your first contact.
It wasn’t always like that. Just ten years ago, the figure would have been to more than 20 or 30%.
The change has been caused by the rise of content marketing. The type of marketing that focuses on selling through education and not screaming “buy my stuff”. It means that buyers are more aware of your product and your market by the time they contact you.
What does that mean for you?
It means you have to be more proactive.
It means you have to anticipate your customer’s hopes, fears and desires so you know what to talk about in your marketing. And hint: it’s not just your product.
It also means you have to start with a damned good idea of who your customer is.
Does that sound difficult? Too much like hard work even?
I have something for you. My free Ten and a Half Things You Need To Know About Your Ideal Client checklist and workbook.
If you do it properly, it’ll get you thinking. A lot. You’ll look at your customers in a completely different way and start unearthing completely different (and profitable) ways of marketing to them.