When a prospect or customer is ready to make a buying decision, will your company be there to close the deal? Most companies fail this test miserably for one simple reason.
They fail to have a follow up system that keeps their product or service at what advertisers call "Top of Mind".
If your product or service comes to your prospect or customers mind first when they are ready to make a buying decision you have "Top of Mind" awareness working for you.
To achieve "Top of Mind" status requires one simple process call repetition.
It's fairly well accepted that most buying decisions are made after approximately 8 touches or contacts of various types i.
e.
sales call, phone call, direct mail, emails, postcards, voice blasts, fax, etc.
The problem with the process is that most companies stop following up after 3 touches.
The key to achieving "Top of Mind" status is repetition, repetition, repetition.
Repetition builds awareness, trust, recognition and acceptance, all critical factors that contribute to your prospect or customer decision to buy from your company.
Frequency, the number of times a prospect or customer comes into contact with your message whether through public relations, advertising, sales force or networking is always the determining success factor.
Advertising firms preach frequency and reach.
Small businesses with limited budgets should always focus on frequency with a direct response mechanism that measures results.
For marketing campaigns to be successful it is critically important to focus on a carefully targeted segment of prospects or customer.
These customers or prospects must then be communicated with them via several media channels over a minimum of 8-10 touches.
The effect of multiple media channels and multiple communications achieves a marketing multiplier effect that increases response exponentially over a straight 1-2-3 one channel marketing campaign.
If the solution to being "Top of Mind" is effective follow up, why do most small businesses fail so miserably? Because, first they are totally unaware of the importance of follow up marketing and second, they have hundreds or thousands of prospects and customers and it gets logistically impossible to manually design, execute and track the different follow up campaigns a company needs to execute to be "Top of Mind" with all segments served.
The solution is automation and for addition information on how to tackle this challenge visit my website listed below.