The Four Rules of Prospect Marketing

Every prospect-marketer relationship building process has four stages and if you handle these four stages intelligently then you can definitely achieve success. These four stages are:

Stage #1 – Initially, your target audience and your prospects do not know who you are and what offer do you have for them.

Stage #2 – Then you achieve some recognition but still the relationship lacks awareness. Your prospects recognize you but they still do not know much about you and the services or products which you are offering.

Stage #3 – The third stage is when your prospect recognizes you and is also aware of the services and products which you offer however, the prospect does not know what these services or products could do for them and how the services or products which you offer could help your prospects.

Stage #4 – In the last stage, your prospect knows about you and your business and the prospect is completely aware of the services or products which you offer. The prospect is also completely aware about how these services or products could benefit them. But it is only the matter of trust which stops the prospect to agree on your terms. The prospect is uncertainly if you really are the right person with whom he or she should do business. This is the most sensitive stage which can conclude a deal/contract.

In order to run a good marketing campaign every step of the prospect-marketer relationship process requires a different approach and focus. Stability and consistency is very important for the professional who handles all these steps exclusively in an organization. Every member of staff an organization should have the same mindset, approach and message and this should achieved by providing proper training to the employees.

Tips For Strong Marketing Relationships and Increasing Your Clientele

#1 – Get recognized

The first aim in order to build a relationship with a targeted prospect is become known to the prospect. This can be done by creating an attractive message for the prospects which will draw the attention of the prospects.

A core marketing message or the “elevator speech” is a brief and concise message which is delivered to the prospects to give them the introduction of you and your business. This message will inform the prospects about the kind of client with whom you work, how you fulfill the requirements of your clients and how you achieve positive results.

The core marketing message should not be lengthy. It should be of only one or two sentences and at the same time it should be informative and appealing.

#2 – Increasing awareness

Due to the elevator speech which you have delivered to your prospects you will be able to draw the attention of your prospects and this is the time when you need to utilize this attention. Your prospects will certainly have questions about who you are and how your services and/or products work.

At this point you should be very clear about the benefits which you offer to your clients and how you should respond to the questions of your prospects. These questions can be like:With whom do you do business with?What is the system or approach which you apply while working?What are your expertise, qualification, and specialty?What is the track record of your success?

As a business coach, mentioning some past success stories to the prospects is the easiest and most convenient method to answer all these questions. People understand success stories more easily and success stories are considered to be more credible as well.
Usually organizations create marketing brochures to increase awareness about their business and products/services. Thanks to the advancement of technology, people are increasingly using the internet and it is also a good marketing strategy to have a good website for establishing integrity and credibility.

#3 – Get more personal with the prospects

Dale Carnegie is a creative writer who has written the famous book “How to win friends and influence people”. In this book he mentions that one of the best ways to build a personal relationship is to allow people to talk about themselves and their situation. This same rule applies to marketing as well.

Ask questions from your prospects about the challenges which they face when they live without the products or services which you offer. Let them speak and explain their situation and problems. They do not want to hear about you, but instead they are more interested to talk about them and their problems.

Besides improving and building a relationship with the prospects, asking questions is also vital because it allows you to deliver the products or services which is exactly according to the requirements of the clients.

#4 – Obtaining the consent of the prospect to continue

The final and the concluding stage is to obtain the consent of the prospect to move forward and initiate a deal. At this stage, you need to intelligently prepare a proposal. This proposal will mention how the services or products offered by your organization will benefit the prospect or the client.

The proposal will also mention the terms of the contract and the time frame involved in the deal.In case your proposal is not accepted by the prospect, you should try to probe and ask about the concerns of the prospect. Perhaps you might be able to solve the issues of the prospect and in this way they might be able to do business with you.

One of the most important factors of marketing is to focus on the requirements of the prospects and building trust. By increasing your credibility and competency you can develop the trust between your organization and the prospects.

About the Author:

Morris N. Mann, P.D. — As a mid-life coach, Morris provides business owners and professionals with advice on how to achieve success in business and greater happiness in their personal lives. As a business executive responsible for marketing and systems management in international product and service companies, he has over 15 years experience. With a Ph.D. in psychology he has been a successful coach for over 10 years.