Anyone in sales, regardless of whether they sell a product or a service, understands that their priority is to get shoppers “out of market” as quickly as possible.
An out of market shopper has crossed shopping for your product or service off of their To Do list. They’re no longer shopping— they’ve chosen to buy from you.
Much of today’s marketing especially internet marketing focuses on quantity over quality. It’s the number of leads you have, rather than the quality of leads you generate. Unfortunately, while this may be the path of least resistance—it’s easy to herd cattle, after all—it’s not the most effective. It’s much harder to pick a single cow out of a herd. But what’s more cost effective? Getting that one lead to become a conversion, or driving tons of traffic to your site, which in turn could just bog down your website?
It doesn’t take talent to put a message in front of someone who might, someday, need your product. Anyone can do that. It takes talent to target in market leads from the start. Marketing success should be measured by the percent of in market shoppers who become out of market shoppers due to your efforts. Given that in market leads have a higher closing ratio, they are, by default, much more valuable. It’s worth the extra effort and expense of targeting them, and it’s time to start ding jst that.
Any marketing campaign can be refocused to target in market leads with some sales centric thinking.
The possibilities are endless.
With a little bit of extra time, some additional thought, and real marketing talent, you can break the barriers of what passes for success in your industry and actually connect with those that need your services right now—the in market shoppers.
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