The low down on suspects

Just before Christmas when everyone else was giving their New Year tips, I briefly outlined my 5 thoughts and promised more on each “later”. This is later!

In my first thought I asked “if you haven’t got suspects you’ve got nothing so where are they and how do you attract them?”

So here’s some thoughts from me.

The first rung on the loyalty ladder is “suspects”. Suspects are people within your business universe who could do business with you and who possibly have a need for your product or service but currently don’t know about you or what you can do for them. What you don’t know is who they are and whether they are in the market now or in the near future for what you’ve got.

And just think about it. Depending on your marketing universe, how many people in your local area, your state or province, your country or the world need what you have got? There’s “lots” of them aren’t there? Heaps and heaps in fact! And the problem is they don’t know you and what you can do for them.

So the challenge is you have to tell them about you and get them to contact you in some way.

You need to push them up to the next rung of the *loyalty ladder to become a “prospect” and to do that you need to do some marketing appropriate to them and where they are.

Prospects are people who need or want what you have (and they are qualified prospects if they have the authority to make a purchase decision and can afford to pay for it).

The way you turn suspects into prospects is through the appropriate marketing approach… and there are many approaches from which to choose. They range in cost from almost zero to heaps so choosing the right approach is obviously critical… you want to generate great prospects for the lowest cost.

And I’ll talk more about that in another article.

(* To find out more about the Loyalty Ladder just email Felicity and ask her to send you my article.)