Page 25 - My Marketing Sucks Book

are important to themselves - For example, punctuality. If you are a person who
is ALWAYS on time and respects other people’s time as if it were your own, your
frustration starts to rise when you have been waiting for 20 minutes for your

appointment to show.

If you’re a person who is always late, you may not even notice.

We still buy for the same reasons today, BUT we get to that point in a whole
different manner. Today’s First Points of Contact are very different than just 10
years ago. The way we make an impression on someone is so very different from
the pre-internet and pre-online days.

Regardless, it is still all about establishing confidence and trust. We even rate and

monitor it to make sure we are doing a better job than our competition!

Keep an Eye on Your Confidence Meter

Picture this… every company or business has a ‘Confidence Meter’ attached to
it. As prospective customers and clients start to search out a solution to what
they are looking for, their Confidence Meter is going up, staying the same or

dropping with every option they come across.
When prospects are ready to decide on with whom they will do business - the

company or individual giving off the highest Confidence Meter wins.

And guess what? The biggest movement in the Confidence Meter is during the
First Points of Contact.

Let’s use this as our example. Here’s how it looks:

First Point of Contact Company A Company B
Google Search Bottom of page 1 – had to scroll Top of Google - #1 result
Website Visit Basic, generic bullet list of Hot Buttons, Great look and
services offered info speaking to my problem
Inquiry Call Call answered, very helpful – Voicemail left and called back
informed 1 day later
Online Reviews 4 of 5 Stars - 28 Happy reviews 2.5 of 5 stars – found
complaints
Estimate Appointment Showed only 5 mins late No show, no call -
rescheduled

Based on this information, do you know who you would buy from? Which