I ran across an article yesterday that does a wonderful job reminding us that patience is a virtue when trying to attract new customers. It’s by Mark Munday and you can read it here.
In the article Mark talks about how often people get frustrated because they’re not closing enough sales. He aptly reminds us of a study done by the National Sales Executive Association that found only 2% of all sales take place on the first contact with a new potential customer. In fact, 80% of sales require from 5 to 12 contacts before the prospect becomes a customer.
I like this for a couple reasons.
One is because it reminds us that patience is a virtue. In our instant gratification world we sometimes forget that most things of any value take time. They don’t happen overnight.
Another reason is because it’s a good reminder that nothing of value comes easily. You want to accomplish something? You have to work at it! This is what separates the winners from the rest. Or, as they say, there is no free lunch.
Being in Minnesota, I was a fan of Kirby Puckett when he played for the Twins. Kirby was well known for being a consistently good hitter. I remember once when a reporter asked him what his secret was. He said it was simple. He swung the bat as often as possible. Every opportunity he got, he’d swing at pitches. He said the more he’d swing, the more he’d hit.
Marketing is no different than anything else. If you want results, you need to work at it. The more times you put your message in front of someone, the more likely they will remember and recognize you. The more likely they will call you rather than your competitor.
So, no matter what kind of business or organization you have, make sure your marketing enables you to deliver your message to your prospects in multiple ways. Make sure your getting that 5-12 contacts with your prospect so they begin to trust you and will consider doing business with you.