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Most businesses spend a good chunk of their marketing budgets on generating more leads. But too often, their investments go to waste for one, simple reason.

They never follow up.

It’s one of the biggest marketing mistakes out there – because timing is everything when it comes to landing customers. As the old axiom goes, consumers will buy when they are ready, not when you’re ready to make the sale.

So it’s essential you maintain a frequent presence by implementing a follow-up system that consistently keeps you on the target market’s radar.

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Definition of Risk: Risk is the potential harm that may arise from some present process or from some future event

Risk too big or too important
Should be transferred to a risk bearer
A risk bearer is an insurance company

Using annuities to offset risk is a very natural evolution. What are the real risks we face as our financial situation changes?

Here are the risks facing our prospects.

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There is an auto consortium that offers some of the classiest names in any showroom: Porsche, Mercedes, Jaguar, and Rolls-Royce among them.

It can also boast a very poor batting average when it comes to earning my business, despite the fact that it is the closest venue in which to have my cars serviced. But this natural advantage is something the collective dealerships constantly fritter away.

Recently, I went telephone shopping for a new set of wheels. Because I needed another ride right away, time was of the essence.

I phoned multiple dealerships and tried a number of nameplates.

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If you have a sales job, or your own business in the modern environment, then the chances of you having a website are pretty strong. As there is no doubt that a website can help you sell your products or services, it surprises me how few companies use their website to its full potential. By simply using their website as an information or reference source, they are missing out on a huge potential.

A reference website is highly unlikely to become profitable. What is really needed is search engine optimisation, also known as SEO.

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Communicating VS Creating Value

Sales forces have justified their existence by communicating the value of their products and services. If a sales rep communicated product/service information and functionality to customers, the conventional thinking deemed those actions as value creation in the selling process, because the customer was educated and learned how they could benefit by using a particular solution or service. The problem with this feature approach of communicating value is caused by the decline in differentiation between products and services. With prevalent commodification in many industries (let me pick in particular on the building automation industry), the communicated benefits matter much less to customers. Value migrates from the solution to the price and a competitive procurement process.

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We need to speak the language of our prospects. That particular thinking goes far beyond verbiage alone, it must include an understanding of their very philosophy and beliefs. We must get inside their heads to effectively understand what drives them.

It is only after examining our prospects and customers at such a level that we can effectively communicate with them and interest them in our message. If we present a great message that misses the mark because we selected the wrong audience, we will have failed in that effort.

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