If you are having a heart to heart conversation for 10 to 30 minutes with a prospect, what would you say to them?
Pandemic! Riots! Fear! Panic!
Businesses have been shut down for weeks and millions are out of work...
And still many of my clients are calling me, concerned that people aren't calling them.
“Parthiv, I don't know what to do. My ads aren't working like they used to, my direct mail isn't pulling at the same rate, and people aren't buying from my emails like they used to. What do I do?”
In my last post we talked about the likely outcome of the economic shutdown and what we can likely expect in the coming years.
Just the other day one of my clients called me to ask for some help with a marketing problem he was having.
Cavett Roberts, founder of the National Speakers Association, used to say that most people are walking around, umbilical cord in hand looking for a new place to plug it in.
Picture this, a guy meets a girl, has a great conversation, gets her number, then calls her in 6 months and asks her to get married.
I might be dating myself here, but remember the early days of getting directions online? You'd go to a site like MapQuest, put in your start and end points, and print out 10 pages of turn-by-turn directions. It worked great... until you missed a turn. If you got off the route, you were doomed.
Compare that early technology to the current, GPS-based options, such as Google Maps or Waze. These new tools give you dynamic directions in real-time. It knows where you are, how fast you're going, and where you're headed. It can even warn you of road hazards and find new routes on the fly.
Which type of navigation tool are you using to track your customers' journeys? Are you spitting out a set of directions for them to follow, hoping they won't deviate from the route? Or are you using accurate data to map where they are, where they're headed, and what hazards they need to avoid?