Quantcast
Channel: Professional Service Marketing » marketing clutter
Viewing all articles
Browse latest Browse all 2

Are All Prospects Ready To Buy Your Professional Services?

0
0

From the tone of most online advertising, it would appear that all prospects are ready to buy whatever is being promoted. Presumably all that’s necessary is to make the final push that will result in their making the buying or hiring decision.

Nothing could be further from the truth.

Realistically, prospects are at different stages of their buying decisions. Each of these stages has its own marketing challenge.

Buying Now (3% of the market): These people are ready to buy: they recognize that they need the services that you offer.

In marketing to these people you face two challenges.

One is to identify them: who and where are they? The second is to get them to buy from you.

Your marketing should help these people understand that buying professional services from you is their only logical choice. If these people don’t hire you, they definitely will hire some one else.

Open to Buy (6-7% of the market): Not yet ready to buy, these prospects are thinking that it will soon be time to get the kind of professional help that you offer.

Your challenge here is to help these people understand that when they are ready to buy, you will be their logical choice. Help them learn how to select the appropriate service professional.

Not Thinking About Buying (25% of the market): These people haven’t even considered buying what you sell. However, just because they are not currently thinking about buying, it doesn’t mean that they never will think about buying.

You will want to increase these people’s awareness of the benefits they will enjoy as a result of your services. By continuing to educate them about how you help people like them, you can position yourself as their professional of choice when and if they recognize the need for your services.

Think They Are Not Interested (30% of the market): Why are they not interested? Usually it’s because they have preconceived notions and opinions about what you sell. Sound market information can be a powerful persuader. By making effective use of this information, you can raise their awareness of the benefits of your services.

Definitely Not Interested (35% of the market): This is the hardest group to influence. Almost the only way you can influence them is through education and market information.

The key to  successful professional service marketing is to match your marketing message with prospects’ respective attitudes toward hiring some one like you. That’s easier said than done…it takes time and effort to identify who your prospects are and their respective attitudes to buying what you sell.

For many people, it’s easier to broadcast their noisy marketing messages to the entire market, hoping that something connects with those prospects who are either ready to buy or are thinking about it. And that is exactly why we are all subject to so much marketing clutter and advertising noise.



Viewing all articles
Browse latest Browse all 2

Latest Images

Trending Articles





Latest Images