If you don't know what state of mind your customers are in, you may be
marketing in the wrong Zipcode!
Marketing on the internet can be very volatile. One day you may make a
ton of sales, and the next day you may get nothing. Sometimes I send
my newsletter out and wonder if anyone is really reading what I am
writing.
Then I will generate some great sales, get some positive feedback from
subscribers who really appreciate my newsletter, and all is well. Hey
making sales on the internet gives me a great rush. Who says money
doesn't make you happy! You've heard the famous quote: "I've been rich
and I've been poor....and rich is better!"
That is why consistently putting your message out to your customers is
a must. This is the only way to catch them on the day that they are
ready to buy.
When you make a sale many variables have to be in place and they
differ for every customer. Customer A responds to your ad, likes the
product, has been looking for that type of product, and has the money
for that product, and has decided to buy that product because of the
perceived value of the product that you are offering. Any step along
that path can avert the sale.
To make the sale you must have:
- Right Market: Targeted Customers
- Right Ad: Gets the customer to seek more info
- Right Product: Fulfills a need that the customer has
- Right Price: The customer has decided to buy
- Right Time: The customer has the money and wants the product
Bingo! You just made the sale.
However, just because the customer does not buy today, does not mean
that they are never going to buy. It depends a lot on what is going on
in their life.
Case in point. Spring is coming, people are starting to think about
summer clothes and swimming suits. Maybe they have acquired a Dot.com
but this winter. An ad comes out on TV about a fitness system that can
re-shape your body in as little as 12 weeks. You see the before and
after, you see how this changed the person's life. You are sick of
being overweight, and you need to take action now! BAM! They just got
the sale.
But why wouldn't people buy right now? May be they don't need to lose
weight. Maybe they do, but are in denial. Maybe they don't care.
Maybe they are not ready to make the changes right now. Maybe they
don't have the money. Maybe they just lost their job. Maybe they don't
believe the product will work. Maybe they just figured out how much
they owe in taxes this year. Maybe they forgot to write down the
telephone # or URL. Maybe they just got their VISA bill and are "Not
Going To Buy One More Thing!"
People buy now because you offer a solution to their immediate
problems.
So Maybe:
Their boss is a jerk and they are ready to start their own online
business right now. Their listserver just crashed and they have to
send their newsletter out tomorrow. Or maybe they are ready to create
their own info product. Maybe they need a reliable webhost right now.
Maybe they are ready to lose weight right now. Maybe they are ready
for your product right now.
You never know when your customers are going to be ready to buy. But
you can always be ready to sell. Get your products and services in
front of your targeted customers consistently and it will pay off.
Test and Track your advertising efforts very closely so that you can
give your customers what they want. Find out for yourself what they
want, and give it to them.
