Some might say that the need to stay on top of your customer’s mind isn’t just a constant marketing challenge, but the most important marketing challenge that a business can face.
If you doubt that, consider the one thing that has driven more salespeople and marketing executives crazy than anything else in history: the fact that your potential customers don’t know what they are going to need later, but once they need it they are likely to reach for the closest, easiest solution – even if there are much better, more cost-effective alternatives available!
In other words, you have to present the right benefits at the right moment if you’re going to generate a sales opportunity. That means top of mind awareness with your customers.
Fortunately, it’s getting easier for smart companies to stay on a buyer’s radar. Here are five easy tips to help you get started:
1. Use an email newsletter. In this day and age, there’s simply no excuse for not staying in touch with customers. Building and cultivating an opt-in email list doesn’t cost much, but it’s a great way to remind buyers that you’re out there.
2. Leave premiums and gifts after presentations. This is an old sales trick, but it still works. Following your visit or presentation, leave something (like a calendar, or letter opener) with your contact information prominently displayed on it. When the customer has a need, they’ll think of you.
3. Give potential buyers some personal attention. A great way to get buyers to remember you is by becoming a good friend, or at least a friendly vendor. Learning children’s names, sending cards on birthdays, or meeting them for drinks once in a while is a good way to lay the groundwork.
4. Go beyond simple business communications. Heard a joke lately? Pass it along to customers and prospects. They might not think about what you sell all the time, but they will remember something that made them laugh.
5. Anticipate a customer’s needs before they do. The best way to be “top of mind” with your customers is to know what they’ll need before they do. Anticipate a need and you can give them a call before they can even think of any of your competitors.
Staying on top of your customer’s mind might be a constant challenge, but it doesn’t have to be a constant chore. Simply follow these five tips and you’ll get the hang of it in no time…. and it won’t take long before buyers are suddenly remembering you first.
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