Most buyers are not ready to buy on the spot, yet most companies believe they can convince potential buyers to buy now. It doesn’t work.
If you sell emergency supplies and you are a business in Hawaii right now, your customers are likely buyers now. Some parts of the state received three to four feet of rainfall as a result of hurricane Lane. Businesses in the hardest hit areas can assume if their customers drove to their store looking for mops, garbage bags, or masks after flooding, they are ready to buy.
Most businesses are not selling in a state of emergency scenarios. Thus, the typical business owner should assume people are not ready to buy and have a system to pull them into a drip campaign. It is at this point you might be asking “What is a drip campaign?” It is a term used to describe the process of sending potential clients several communiques such as a video, texts, or emails spaced out over time.
This idea of engaging with a potential client over the course of several days, weeks, or months is challenging for most businesses. So, they buy an expensive electronic system and hoping it will be the cure-all for their issues. Business owners then discover, it takes a level of expertise to utilize the system and they fail to overcome the hurdles they face to get the system implemented at all.
I hear regularly from entrepreneurs they want a system to do this for their business, but they become overwhelmed in the process to get it working effectively for them. They essentially get stuck.
There are ways to avoid this:
1. Hire an Expert – There are plenty of experts who can develop a system for you and they can even plug it into your current processes and websites for you, too. This type of expertise has a high return on investment for entrepreneurs and business owners. Hiring someone to help you set up a lead generation system is a good investment for your business.
2. Hire a Virtual Assistant – This is a great less expensive option for many businesses because a virtual assistant can give similar results without using the robust systems with hefty price points. They can use their time and talents with a less robust system to stay in touch with your potential customers.
3. Do It Yourself – Yes, you can create simple templated emails, and then set-up reminders on your calendar to send specific emails out to a specific list of potential buyers in the right sequence and spread out over time. This can be an effective way to stay in touch with your potential buyers. It is also low cost, and once you have the templated email set up and the reminders set-up, it isn’t too time-consuming either.
Spend more time in your business planning and creating systems to capture the future buyers. The most profitable businesses have elaborate future-buyer systems in place to capitalize on these leads. You should, too.
I am a best-selling author, a keynote speaker, an award-winning coach, and the founder of The Academy of Entrepreneurial Excellence. I coach leadership high-performance habits to health and fitness professionals that get results for you and your clients.