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Advertising’s primary focus is on finding the “Now Buyer”.
Typically, less than 10% of your total market that could buy from you this year is in active buying mode “right now”. How many of these people who could buy from you are you actively talking with… right now? Most assuredly they will be a different group next week/month/quarter. How do you know who they are? And how can you ensure that you are talking to them when they are ready to buy?
Most businesses spend the bulk of their advertising budget on the small percentage of people who are ready to buy now while ignoring the much larger population of people who will be buying what they sell - just not today.
Advertising typically doesn’t require any personalization in its communication, it uses a shot-gun effect, scattering its message to the public in general, hoping for a hit.
“END OF SEASON SALE, 50% OFF ALL SHOES!”
The buyer will only consider this purchase if they are ready at that specific time to buy and only if an ad hits their reticular activator at the precise moment that they are thinking about it. A long shot to be sure. It’s an 90 degree day and the customer has been working in the yard. They are hot and very thirsty. The radio’s on and the ad says:
“ENJOY AN ICE COLD POP NOW!”
Would they feel the same way in December?
The sales cycle is short; it lasts as long as the radio ad or the newspaper on the coffee table in the family room. So it must be repeated often in order to have much effect at all.
“CHRISTMAS IN JULY SALE!”
Followed the next day by…
“MIS-MATCH MATTRESS SALE ~ HURRY! ENDS MONDAY!”
If your business is really all about the relationships you build and the service you provide, why would you want to train your prospects and customers to buy only based on price? If 90+ percent of your customers are not ready to buy today, wouldn't it make sense:
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To begin building a relationship with them before they are ready to buy?
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To become the expert in their eyes and provide them with valuable information that they can use to help differentiate why you are different from your competitors; why you really are a better value so you can stop competing on price alone?
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To provide them with information that specifically helps educate them how to buy what you sell?
IS ADVERTISING BRINGING YOU ALL THE BUSINESS THAT YOU WANT?
AT THE PRICE POINT YOU NEED?
Let Vantage Point Direct be your Silent SalesforceTM.
For information on Vantage Point Direct's Silent SalesforceTM Relationship Marketing SystemTM (RMS TM) Click Here
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Challenges of Marketing
