Now a days it can take upwards of 12‐15 touches with a prospect before they choose to buy your product or service. You must be persistent and consistent in your message without being a pest. Most small business owners will give up after three. Be prepared for this and develop a series of touch points that will continue to nurture your relationship with this prospect at every touch point. You want to be adding lots of value at ever touch point, thus raising the “temperature level” of a prospect until they decide to buy. Obviously you cannot just keep calling them or leaving a voice mail every few days. One of the most effective methods is a weekly e-Zine, Newsletter or a Blog. Make sure your target audience wants to receive your communication by having them opt in to receiving your message. They’ll buy when they are ready, not when you are ready. Your job is to cultivate this relationship with the value of what you do until they say, “yes, I’m ready”. Remember: everyone wants to buy something to solve their pain, but nobody wants to be sold.

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I didn’t make this up.  “Wow” was something put forth by Ken Blanchard years ago.  Yet, its potency has never been more significant for the small business owner. 

 As a consumer of various products and services, I’ve become so accustomed to mediocrity in what is delivered to me:  My expectation bar is set way low.  Rarely does a service provider provide that one little thing that sends me to “WOW.  It happens rarely, and when it does, I want to tell everyone.  If fact, I’m still telling “Wow” customer service experiences from years ago.  That said, it doesn’t take much to innovate your business in such a way that you create that “WOW” reaction from your ideal clients.  And, I say ideal clients because that’s the client you want coming back again and again.

 I was stunned the day after a doctor visit, when he called me to check up.  I’m telling everyone.  I was in disbelief when the owner of an ‘order-and-pick-up-at-the-counter’ burger joint walked around with a pitcher refilling iced tea.  My chiropractor sends me articles of interest.  That’s “WOW”.  And it obviously doesn’t take a lot; just a focus on the hot buttons of your ideal client. 

 What is one innovation you can make in your business right now to have your best clients express “WOW”?

I don’t mean closing your business down, I mean don’t get so emotionally attached to your product or service that you lose sight of what your best customers really want. 

 I have a good friend who is an excellent chiropractor-one of the best I’ve ever experienced, but he has a mediocre chiropractic practice.  He’s so enamored and passionate about what he does that he has lost sight of what his ideal clients really want.  His business has become about him, and not about what matters most to those that come through his doors. 

 By contrast, I have another friend who owns a massage therapy center.  He couldn’t give a massage if his life depended upon it, but he knows what his clients want.  He asks them, he takes their proverbial temperature, and he understands how his prospects make decisions about whether to use the services of his massage therapists.  He just doubled in size by opening up a second location.  He understands that his highest income producing activity is getting people to come through his doors, not giving massages.

 Ultimately, your customers determine your success.  Start working on your business not in your business.Coyote Ugly dvd Stir Crazy on dvd Nocturna movie

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