Do you ask prospective clients to go too far?
Must your new clients take a “leap of faith” when they engage you?
Or do you gradually draw them closer using a series of pre-planned contacts designed to address their concerns and build their trust in you.
Too many service providers wait for potential clients to take that leap of faith. And in doing so, they force their would-be clients into making an all-or-nothing choice.
Prospects either say, “Yes, we want you” or they never contact you.
This is a high-risk strategy for both your prospect and yourself. It is risky for your prospect because they could feel as though they have to make a decision before they feel comfortable about working with you. They haven’t got to know you yet. Do they have all the information they need? How do they know if they do?
It’s a risky position for you because all your effort in attracting a prospect is hanging on this one all-or-nothing decision. Have you spoken with your prospect and impressed them with your insight and expertise? Have you had a chance to understand what your prospect really wants to achieve? Probably not.
A more effective way to attract clients is to create a path of contact points. At each point you give your prospect a reason to proceed to the next point.
I call this “Incremental Marketing”.
When you practice incremental marketing your focus should be on helping your prospects make incremental steps towards engaging you. At each step you build trust, enhance your credibility, and answer any concerns.
Get them to take the next step, not a leap of faith.
With this approach you’ll also have the opportunity to explain how you work with clients and suggest the best starting point for that particular prospect, such as – signing an agreement; conducting an evaluation or assessment; interviewing key stakeholders; making an appointment; conducting a demonstration etc.
Incremental marketing is about creating a structure for prospects to make smaller, safer steps towards finalising a commitment with you.
The “path of contact points” will vary from business to business, depending upon on the services you provide, and the type of clients you are working with.
Examples
A business management consultant may create this path:
Article published in industry journal.
Link to web site for more information.
Contact page on web site (or a phone call/message from prospect).
Personal contact #1 - initial discussion with prospect over telephone (or in person); and arrange appointment for detailed meeting.
Send supporting documents (such as business profile or report).
Personal contact #2 - meeting with prospect in person.
After meeting provide service agreement, notice of engagement, or additional detail as required; suggest starting point.
Client agrees to commence.
A computer support technician may create this path:
Referral from client or networking contact.
Personal contact #1 - by phone. Ring prospect to:
- Request meeting.
- Provide introductory information/background.
Send additional written information via post or email (a report, profile, or link to web site information).
Personal contact #2 - meeting with prospect. Discuss the clients computer environment; suggest a “System Diagnosis” as a starting point to identify areas that need attention.
Client agrees to commence.
Remember, in most cases prospects are looking to minimise their risk in choosing a service provider. They want to feel secure with their decision. Incremental marketing helps you to work with human nature, instead of fighting against it.
Don’t force prospects to take a leap of faith to choose you, because usually they won’t.
Stuart Ayling runs Marketing Nous, an Australasian marketing consultancy that specialises in marketing for service businesses. He helps clients to improve their marketing tactics, attract more clients, and increase revenue. For additional marketing resources, including Stuart's popular monthly newsletter, visit his web site at www.marketingnous.com.au
About the Author:Stuart Ayling runs Marketing Nous, an Australasian marketing consultancy that specialises in marketing for service businesses. He helps clients to improve their marketing tactics, attract more clients, and increase revenue. For additional marketing resources, including Stuart\'s popular monthly newsletter, visit his web site at
www.marketingnous.com.au
Got a Question? Ask.
Ask the community a question about this article:
Frequently Asked Questions
Odyssey of the Minds Elementary School Club
By: Therese | 17-08-2008
how do you begin set-up for a odyssey of the minds club for a small private elementary school. we think it will be best to "test" pilot with a small group of interested 5th & 6th graders. suggestions on mtgs, frequency, volunteers, parents, cost, etc. would be of great assistance.
Looking for a New Life
By: Andrew | 16-08-2008
Does anyone know of a house or commercial space in Branford, CT (close to highway) CHEAP (distressed, foreclosure, etc.) where I can start a small business that will skyrocket? Would anyone like to perhaps partner?
Who is there in india to Provide Best Service at Best price as we do?
By: Icosy | 16-08-2008
Who is there in india to Provide Best Service at Best price as we do?
We provide
- Domain Registration*- 100MB web space- 100GB Data Transfer- 5 E-mails- 10+ WebPages- Dynamically designed WebPages- Basic SEO- 12 updates free- Enquiry form- Free logo Design- Free Search Engine Submission- Free Directory Submission- Yearly Renewal Rs.3000/-
TOTAL COST Rs. 6500/- Per Year
Can anyone do this with Best customer support?
Looking for good online shop to sell my used ...
By: nelson | 13-08-2008
Looking for good online shop to sell my used items....
Purdue Cytometry Mail list Dystruction
By: flowcytometry | 13-08-2008
ISAC Congress president J Paul Robinson said we DO NOT Tolerate People who try to damage the Purdue Cytometry Mail List? Which list Members were trying to damage the List?
Business World, Youth and Beauty. Does youth and ...
By: janedoechronicles | 12-08-2008
Business World, Youth and Beauty. Does youth and beauty play a significant part in business . . . and, the corporate world? If so, why?
Q&A Powered by:
Latest Marketing Articles
How To Upsell To Your Clients
By: Benjamin Bressington | 13/10/2008
Imagine that you're in the drive-through of a fast food restaurant. You've just ordered a special meal deal when the cashier asks you if you would like to make your meal a large or an extra large for only a few cents more.
How To Ensure Your Customers Send You More Business
By: Benjamin Bressington | 13/10/2008
Your customers are your biggest asset. In addition to ensuring that you remain in business, your customer base is essential to your overall marketing and advertising campaign.
How To Establish Joint Ventures
By: Benjamin Bressington | 13/10/2008
Arguably, every business owner shares the same goal: To maximize their profits. One of the most effective ways to maximize profits and grow a business quickly is to enter into a joint venture.
Display Advice For Corporate Glass Signs
By: Christine OKelly | 13/10/2008
Glass signs are a stylish, trendy, and effective method of advertising for any business. This article looks at different ways to use and mount a glass sign that will increase visibility and improve profits.
Guide to Free Website Promotion Help
By: Gabriel Killian | 13/10/2008
Information on getting free website promotion help to bring traffic to your website and better ranking in the search engines safely. Learn what "Free" really means in the Internet Business world.
Now, there is often a catch. Free Promotional tools and help often come with a price, even though they may...
Affiliate Marketing - What is it and How Can I Make a Fortune at It?
By: Egidijus Andreika | 12/10/2008
Affiliate marketing has been around for many years now. While some people have made millions in a short span of time, others may not have been so lucky. If you wish to get started and make money online then here is a step-by-step guide for you.
What is affiliate marketing?
Affiliate marketing...
Email Marketing Solutions And Trade Shows
By: Rudy Barell | 12/10/2008
Email marketing can turn your trade show experience into a huge success, by augmenting the positive image put forth to potential clients, and giving them the information and confidence that they need in your company to sign on. As a small business owner and operator, your image to future clients...
Benefits and Pitfalls of Generating Free MLM Leads
By: Brian Garvin | 11/10/2008
You can make money in Multi Level Marketing (MLM) by selling the products, however to generate the maximum income from this form of business you really need to develop your down line of independent distributors that are also selling the products and building their businesses. Potential new distributors are known...
More from Stuart Ayling
Calculating Time-based Fees and Charge Out Rates
By: Stuart Ayling | 06/02/2008 | Management
When it comes to setting the price for your services there are some important factors to consider. One of the main strategic decisions is
to decide whether you will charge based on hourly/daily rates(time-based), or charge based on results achieved (value-based).
How to Set your Fees
By: Stuart Ayling | 14/11/2007 | Business
When you think about setting your fees there are two main aspects to consider.
One aspect is ‘how’ to charge. The other is ‘how much’ to charge.
Why Great Selling Skills Ain't Enough
By: Stuart Ayling | 18/10/2007 | Sales
Selling is an essential skill in business. But even the most highly skilled salesperson is not guaranteed to get fantastic sales results.
That’s because there is more to being successful in sales than just having great sales skills.
6 Steps to Designing a Brochure
By: Stuart Ayling | 16/09/2007 | Marketing
Have you ever decided you need a brochure or other piece of printed marketing material?
This could happen after you see a brochure from another business (maybe a competitor) and you think “I need one of those too”.
5 Steps to a Live Marketing Plan
By: Stuart Ayling | 12/09/2007 | Marketing
It’s true. Failure to plan is planning to fail.
When I’m talking with business owners and marketing people I’m often asked,
“How do I plan my marketing? There are so many details.”
Where Great Marketing Starts
By: Stuart Ayling | 04/09/2007 | Marketing
Great marketing starts at the beginning. And the beginning is the same as the end - your client. This means that to develop more effective marketing tactics you need to think more closely about your clients (or prospects).
Website Evolution – Which Stage is Right for You?
By: Stuart Ayling | 29/08/2007 | Marketing
Lately I’ve been talking a lot about websites. Large, small and in-between. And it has become very clear to me that for all businesses there are a number of stages – or ‘evolutions’ - you can progress through when developing your website.
Squeeze Maximum Results From your Marketing Budget
By: Stuart Ayling | 21/08/2007 | Marketing
A common problem for all businesses is not having enough money to put into place all the possible marketing ideas. Quite simply, promotional opportunities exceed the budget available.
I’ve seen this with marketing budgets in the millions of dollars, as well as with marketing budgets in the thousands of dollars.
This means you have to make choices. You have to choose which marketing tactics to deploy. And choose how much you should spend on your marketing program.
Marketing 
