Being There When it Counts with Rick ItzkowichOn page 63 of his book The Ultimate Sales Machine, Chet Holmes reveals that only three percent of potential buyers in a given market, at any given time are buying now. His research also concludes that an additional seven percent of the market’s population is open to the idea of buying. This means that almost 90% of the people in our target market will be buying at some point in the future. Unless we happen to be in front of them when they are ready to buy, they will buy from someone else.
A few years ago I surveyed a large group of solopreneurs and service professionals and asked what methods they used to systematically stay in touch with their prospects, customers and clients. To my surprise, 87% of the respondents didn’t have a system in place. This one-two punch is one of the main reasons why small business owners and service professionals often struggle with their sales.
One of my favorite examples to illustrate this point is the story of a gentleman I met at a networking event who was selling ink cartridges for printers. It just happened that my printer was running low on ink, and I was ready, right then and there, to buy a replacement cartridge. I was among the three percent. I ordered from him and got great service, quality and price. So far so good.
Three months later I needed to replace my cartridge. However I couldn’t find his business card. He hadn’t stayed in contact with me, and I had no way to order from him. He missed out on that sale – and every sale since from me. That was over five years ago. How many other sales did he lose by not gathering contact information from the people he sold to—and using that data to stay in touch with them?
Unfortunately, this scenario repeats itself every day with thousands of business people. Many of these folks may even be out of business or are barely surviving. And more than likely, they are blaming the economy. Whether you use a monthly email newsletter, send postcard reminders or tips or a daily email text touch to your contacts, I assure you – you will see results.
Simple math tells you that the more frequent you can be top of mind with prospects, customers and clients, the more chances you are to catch them when they move into the three percent of those who are buying now. How often are you giving your customers and prospects the chance to be reminded of the value you bring to them?
This month’s QuoteAction is by Management Guru, Peter Drucker
“The problem in my life and other people's lives is not the absence of knowing what to do, but the absence of doing it.”
Your action for this month is to implement a consistent, easy system to increase the frequency of contact with your prospects, customers and clients.
Enjoy an Extraordinary Month!
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As the creator of the QuoteActions, a unique relationship building system, Rick Itzkowich finds his articles, podcasts and blog messages regarding keeping your brand "top of mind" in high demand. His latest eBook, Social Networking for Business Profits, uses cost-effective follow up strategies. Rick is also the Co-founder and Vice President of Productive Learning & Leisure, a personal development training company for corporations and individuals. Rick can be reached at rick@productivelearning.com.
For more about Rick Itzkowich, please click here.
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2 comments:
Rick's program, Quote Action, is absolutely awesome! I subscribed to his service and my opt-in data base members receive their daily motivation. What a terrific service! Bonnie, a.k.a., America's Connection Diva. www.BonnieRossParker.com
Rick your article an excellent yet simple reminder of the difference in results one receives by the act of knowing verses the act of doing. Many struggle with this concept because it easier to blame some external force outside of ourselves for not achieving the outcome we claim we desire. It takes an act of courage to be responsible for all action or inaction. – Christine West, TheBusinessMD, an industrial organizational psychology practitioner specializing in workplace behavior and self-created fears and obstacles. www.thebusinessmd.net
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