Page 75 - Duct Tape Marketing

Duct Tape Marketing

Duct Tape marketers attempt to move their target prospects along
a logical path toward a group of offerings geared to address the vari-
ous stages of client development. This gradual, trust-building approach
allows businesses to charge much more for their products and services
while enjoying a much greater relationship with their clients. And the
process of marketing becomes much easier.

The Client Stages Defined

Once you define your ideal prospect and determine your target mar-
ket characteristics, you really only have what I like to call a group of
suspects. You suspect that they may need what you have to sell, but
that’s it. The point of your initial marketing to this group is to get
them to identify themselves as a true prospect so you can gain permis-
sion to market to them.

Eventually, through continued systematic efforts, some number
of these prospects become clients and then become repeat, premium
clients and, eventually, champions and a prime source of referrals. But
each stage is attained by applying specific marketing strategies and
offers to gain an identified action.

So let’s recap the stages:

Suspects—the list of people who fit your target description
Prospects—the list of people who have responded to an offer for

more information
Clients—the list of people who have tried your product or

service
Repeat clients—the list of people who have upgraded or

purchased more
Champions—the list of people who tell others and sell for you

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