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Casual Articles - Bridging the Chasm from Lead to Loyal Customer
In the first longitudinal study of its kind, PhD student Fran Finn, is undertaking a three year research study of the effectiveness of coaching versus training, in a large public sector organisation in Queensland. In the study one group of leaders, had individual coaching for a year, whilst the control group continued with their normal training programs.The pre and post 360 degree feedback results indicate that after only one year of executive coaching the Leaders being coached outperformed the Leaders who simply received training on 4 out of 5 measures. The research, measurement and feedback was based on the model of Transformational Leadership. We will keep watching for results from year
At this stage, the objective is to get those potential customers who took the first step to take a second step by requesting additional information perhaps a video or booklet, calling for a free consultation, signing up for a free seminar or teleconference, purchasing an e-book, etc. For example, a trainer might gain credibility and allow potential customers to “sample” their product by offering free, hour long presentations on topics related to their area of specialty. Again, the offer must be of value to the client, and should pose a slightly higher level of risk, obligation or commitment on the part of the potential customer.
Publishing Guidelines: You may publish my article in your newsletter, on your website or in your print publication provided you include the resource box at the end. Notification would be appreciated but is not required.On this digital Century the business administration is radically moving for new ways, for the Next-Generation of Business Administration. For that reason, this series of articles will show some tips on that new way of doing business.What is Business Intelligence & Data Mining BI?: Optimize - At this stage, the enterprise's knowledge workers are very focused on incremental process improvements and refining the value-creation process. Everyone understands and uses anal
Have you ever watched a documentary about climbing Mount Everest? If so, you will undoubtedly remember one specific segment of the journey where the climbers cross a chasm, one carefully placed step after another, using aluminum ladders strung end to end. For me, just the thought of it is enough to cause an anxiety attack!
There is a similar chasm between your product or service and your potential customers, even if it is only in the potential customers’ mind. And for them, the thought of crossing that chasm is enough to cause a severe case of anxiety.
Picture a group of your potential customers, standing at the edge of a chasm on Mount Everest and you and your product or service standing on the other side. It is your job and the role of your marketing efforts to help potential clients cross that chasm one step at a time. At this stage, your immediate objective is not to get them to purchase. It is simply to get them to take that first step out onto the ladder, followed by one more step, and than another until they reach the ultimate decision to purchase.
It is as ludicrous to expect a potential customer to reach a purchase decision in one step as it would be to expect a Mount Everest adventurer to cross a chasm in one step. So how can you begin to move your potential customers across the purchase chasm?
• Step One - Awareness and Knowledge: Before someone can purchase a product or service they must be aware of it. They must also have knowledge about what problems the product or service will solve for them. They must be able to picture in their minds the benefit they will receive from using the product or service, and that picture must be enticing enough to motivate them to take that first step.
At this phase, your objective is to make potential customers aware of your product or service, generally through mass media type activities, advertising, direct mail, articles, public speaking, etc. and then to get them to take the first step by requesting additional information. You might offer a brochure, free report, newsletter subscription or other informational item in exchange for contact information. The key is to offer something that:
* Is of value to your potential client
* Provides him or her with additional knowledge about your product or service and how it will solve his or her problems
* Poses a very low level of risk or obligation on the part of the prospective customer.
• Step two - Liking and Preference: Awareness alone is not enough. Potential customers must also have a positive disposition regarding your product or service. Potential customers must trust that you will deliver what you say you will. Several years ago there was an insurance company that did a tremendous job of building awareness through television advertising. However, the ads were so obnoxious that I’m sure the company ranked quite low on the liking, preference and credibility scale.
At this stage, the objective is to get those potential customers who took the first step to take a second step by requesting additional information perhaps a video or booklet, calling for a free consultation, signing up for a free seminar or teleconference, purchasing an e-book, etc. For example, a trainer might gain credibility and allow potential customers to “sample” their product by offering free, hour long presentations on topics related to their area of specialty. Again, the offer must be of value to the client, and should pose a slightly higher level of risk, obligation or commitment on the part of the potential customer.
<Let's play, when I ask "What is your definition for marketing?" what will you answer? I think that you will say that marketing is selling a product or group of products to a particular customer or group of customers. What if I say that your definition for marketing is not precise? Will you think that I'm crazy?People always perceive that marketing is a synonym of selling. It is not actually. Selling is only a part of the intricate marketing processes that a marketer should go through. Marketing starts in analyzing the situation of a particular market through research, the effect of these situations in a business, the probable products, prospects and
It is as ludicrous to expect a potential customer to reach a purchase decision in one step as it would be to expect a Mount Everest adventurer to cross a chasm in one step. So how can you begin to move your potential customers across the purchase chasm?
• Step One - Awareness and Knowledge: Before someone can purchase a product or service they must be aware of it. They must also have knowledge about what problems the product or service will solve for them. They must be able to picture in their minds the benefit they will receive from using the product or service, and that picture must be enticing enough to motivate them to take that first step.
At this phase, your objective is to make potential customers aware of your product or service, generally through mass media type activities, advertising, direct mail, articles, public speaking, etc. and then to get them to take the first step by requesting additional information. You might offer a brochure, free report, newsletter subscription or other informational item in exchange for contact information. The key is to offer something that:
* Is of value to your potential client
* Provides him or her with additional knowledge about your product or service and how it will solve his or her problems
* Poses a very low level of risk or obligation on the part of the prospective customer.
• Step two - Liking and Preference: Awareness alone is not enough. Potential customers must also have a positive disposition regarding your product or service. Potential customers must trust that you will deliver what you say you will. Several years ago there was an insurance company that did a tremendous job of building awareness through television advertising. However, the ads were so obnoxious that I’m sure the company ranked quite low on the liking, preference and credibility scale.
At this stage, the objective is to get those potential customers who took the first step to take a second step by requesting additional information perhaps a video or booklet, calling for a free consultation, signing up for a free seminar or teleconference, purchasing an e-book, etc. For example, a trainer might gain credibility and allow potential customers to “sample” their product by offering free, hour long presentations on topics related to their area of specialty. Again, the offer must be of value to the client, and should pose a slightly higher level of risk, obligation or commitment on the part of the potential customer.
Do people choose to be wealthy or poor? Do you have the power to change your financial state for the better with a positive attitude?Hey, Carrie Castro here. I heard about this amazing new product called The Midas Method System that will show you the step-by-step process on how to achieve all your financial goals with the help of this audio set of seven interviews with the mysterious multi-millionaire Stuart Goldsmith.Stuart describes the deepest secrets of the inner circles of the independently rich. I think it’s about time; it’s only fair to spread the wealth instead of keeping it to a select few. I know we could all could benefit from the info.Stuart, now “retired,” is sti
At this phase, your objective is to make potential customers aware of your product or service, generally through mass media type activities, advertising, direct mail, articles, public speaking, etc. and then to get them to take the first step by requesting additional information. You might offer a brochure, free report, newsletter subscription or other informational item in exchange for contact information. The key is to offer something that:
* Is of value to your potential client
* Provides him or her with additional knowledge about your product or service and how it will solve his or her problems
* Poses a very low level of risk or obligation on the part of the prospective customer.
• Step two - Liking and Preference: Awareness alone is not enough. Potential customers must also have a positive disposition regarding your product or service. Potential customers must trust that you will deliver what you say you will. Several years ago there was an insurance company that did a tremendous job of building awareness through television advertising. However, the ads were so obnoxious that I’m sure the company ranked quite low on the liking, preference and credibility scale.
At this stage, the objective is to get those potential customers who took the first step to take a second step by requesting additional information perhaps a video or booklet, calling for a free consultation, signing up for a free seminar or teleconference, purchasing an e-book, etc. For example, a trainer might gain credibility and allow potential customers to “sample” their product by offering free, hour long presentations on topics related to their area of specialty. Again, the offer must be of value to the client, and should pose a slightly higher level of risk, obligation or commitment on the part of the potential customer.
So you are thinking about accepting the counteroffer even though I said it was bad? You ask what could be so bad about getting an increase in salary or a big new promotion with your present employer versus making a change to leave them and go with a competitor? It does sound tempting, but life is perfect only in hindsight and on The Girls Next Door if you happen to be Hugh Hefner.First off, no matter what is said over the bargaining table, if you accept a counteroffer that is the end of your career with that company. You will never be seen again in the same light and likely will always be considered a risk to company assets. When it comes to a very crucial assignment in the future, you
* Is of value to your potential client
* Provides him or her with additional knowledge about your product or service and how it will solve his or her problems
* Poses a very low level of risk or obligation on the part of the prospective customer.
• Step two - Liking and Preference: Awareness alone is not enough. Potential customers must also have a positive disposition regarding your product or service. Potential customers must trust that you will deliver what you say you will. Several years ago there was an insurance company that did a tremendous job of building awareness through television advertising. However, the ads were so obnoxious that I’m sure the company ranked quite low on the liking, preference and credibility scale.
At this stage, the objective is to get those potential customers who took the first step to take a second step by requesting additional information perhaps a video or booklet, calling for a free consultation, signing up for a free seminar or teleconference, purchasing an e-book, etc. For example, a trainer might gain credibility and allow potential customers to “sample” their product by offering free, hour long presentations on topics related to their area of specialty. Again, the offer must be of value to the client, and should pose a slightly higher level of risk, obligation or commitment on the part of the potential customer.
Do you enjoy working with people? Would you consider yourself to be an outgoing person with a friendly personality? Are you well organized and able to stick to detail? If you answered yes to these questions then you may find that there are some great fund raising jobs out there for you to consider. This article will outline some of the basic skills you must have if you are thinking of seeking one of the many fund raising jobs available today.When you think of fund raising you often think of volunteers. However; fund raising jobs are big business. Millions of dollars are raised every year through fundraising professionals. This is no longer the garage sale, lemonade stand mentality.
At this stage, the objective is to get those potential customers who took the first step to take a second step by requesting additional information perhaps a video or booklet, calling for a free consultation, signing up for a free seminar or teleconference, purchasing an e-book, etc. For example, a trainer might gain credibility and allow potential customers to “sample” their product by offering free, hour long presentations on topics related to their area of specialty. Again, the offer must be of value to the client, and should pose a slightly higher level of risk, obligation or commitment on the part of the potential customer.
• Step Three – Conviction and Purchase: The final step in the process is getting those potential customers who have begun the journey across the chasm by requesting information and then following up on the information requested to actually make the decision to purchase. In this step, personal, one-on-one selling becomes the primary method of achieving the objective. And, if you have developed a relationship with the potential client throughout their journey, this step should be as simple as reaching out to take their hand as they reach the end of the ladder and step off onto the ground. And reassuring them that they have made the right decision by embarking on the journey.
While the process is simple, implementation takes a committed and consistent effort. It may take as many as five to 15 exposures to your product or service for a potential client to move through the process and cross the chasm from lead to loyal customer. They key is to plan those exposures so each one:
•Matches the level of the process where the potential customer currently is (i.e. direct mass media activities to potential customers in the awareness and knowledge phases, and use personal selling with prospective customers in the conviction and purchase phases).
•Builds on the previous exposure, automatically moving people through the buying process one step at a time.
To begin the process of helping potential clients bridge the chasm to loyal customer ask yourself these questions:
1. What are three to five ways I can have an initial contact with members of my ideal customer group?
2. What can I provide as a free offer in exchange for contact information to get people to take the first step?
3. What are two or three intermediary steps I can encourage prospects to take?
4. What are the key promotional tools that I will use at each step?
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