Monday, April 23, 2012

Slow and Focused Marketing Wins

Ever use one of these Dyson Airblade hand dryers?

Even more striking than the design is the process.

Instead of "Rub hands vigorously under warm air," the process for traditional hand dryers (followed by the unwritten "Wipe hands on pants"), here's the process for a Dyson Airblade:

1. Insert hands
2. Draw out slowly

And how well does a Dyson work? Fantastically. By focusing warm air into a tiny sliver, the Dyson completely dries each part of your hand that passes through it.

Slow and focused beats vigorous and unfocused.

Now. What about your marketing? Could the same rules apply?

Think about what happens when a prospect comes into your business ...

Do you ask them qualifying questions, to gauge their interest and needs? Do you follow a script in the words you say or write to get the sale? And, most importantly, do you have a follow-up process to "touch" prospects at least 5-10 times after their initial contact with you?

In other words, is your marketing a slow and focused process?

Or ... do you wing it from start to finish -- sending emails and tweets, making phone calls, and following up whenever you have the time?

In other words, is your marketing a vigorous and unfocused mess?

Just like using a Dyson Airblade for the first time, it feels strange to put your prospects through a slow and focused process: qualifying questions, scripted presentations, disciplined/automated follow-up, etc.

But here's the good news: The "slow" method of drawing prospects through a focused marketing process will convert more of them into paying clients than a similar amount of vigorous, unfocused activity.

And you won't have to wipe your hands on your pants.

Bio: Kevin Donlin can help you grow your business and enjoy the breakthrough results your hard work deserves. If you're interested in boosting your revenues and profits, please click here.

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