Page 255 - Duct Tape Marketing

Duct Tape Marketing

to you.” You must leave with either a sale or a commitment on what
needs to come next to move closer to a sale. Then you either move to
the transaction phase or continue the education phase.

Transaction
It’s funny how often small business owners will spend months

chasing new customers, and then once they land them, they have no
process in place to make sure they serve their needs and communicate
key information.

Once your prospects determine that they want to become clients,
you should shift your lead conversion into the final transaction phase.
I use the term transaction rather loosely, as I know some businesses
may have an actual cash register–type transaction, while others may
simply exchange terms of an agreement. Either way, the actual “how”
you do that should be simple, clear, and marketing-based. One of the
best ways to move smoothly to the transaction phase of lead conver-
sion with a prospect is to be prepared to do so. When you make a lead
conversion call, expect to convert the prospect to a client and simply
move the meeting to the next phase when the prospect says yes.

Get the New Customer Off to a Great Start

When new clients say yes, you should be prepared to teach them how
to get the most from this new relationship or product by putting a new
customer kit in their hands. Your new customer kit, much like your
marketing kit, allows new clients to fully understand what to expect
now that they are clients. That’s right; your educational marketing
approach doesn’t end once you make a sale. Almost every type of busi-
ness, service- or product-based, should develop “training” documents
that communicate key bits of information. Your new customer kit can
contain pages that explain:

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