9/18/2007
You Must Stay on the Customer’s Radar!
Out of sight, out of mind. Here’s a scene that’s played over and over across the B2B world.
Bob – Hi Phil, take a look at the new features on our underground storage tanks. They’ve made some fantastic improvements.
Phil – Oh, wow. I just bought a 15,000 gallon water tank last week.
Bob – (jaw drops) What? Phil, why didn’t you call? Underground tanks are a core part of our line!
Phil – Geez, Bob. I didn’t know you had tanks. I thought you guys sold fire pumps.
- Do your customers know what you sell?
- Will your customers remember what you sell when they need what you sell?
Sales people are so immersed in their products, they forget that customers have a lot of other things to think about. Annual business reviews help customers remember what you offer, but those occasions come but once a year. The key to being remembered is repetition. Let me repeat – repetition.
When I’m hungry, I think of McDonald’s. I don’t always eat at McDonald’s, but I always think of McDonald’s. I’ve seen those golden arches so many times for so many years, I can’t help but think of McDonald’s when I’m hungry. Through repetition, McDonald’s has implanted a permanent link in brain between hunger and a Big Mac.
- Repetition is why you display your logo every chance you get.
- Repetition is why you hand out literature and samples and promotional items like candy.
- Repetition is why you mention your products and services in your e-mail signature.
- Repetition is why you exhibit in trade shows, whether you get direct leads or not.
- Repetition is why you follow up verbal quotes with a written confirmation.
- Repetition is why you follow up a phone conversation with an e-mail summary.
- Repetition is why you always display your name, title, company name, company colors, logo, and tag line the same way, every time.
Repetition is why Phil buys his tank from you, not the Other Guy.
