Day 3: How to 'dream' your way to the best buyers
Published: Wed, 05/25/16
How many high-priority prospects are you targeting right now?
I’m talking about potential buyers (or referral partners) who are worth far more than your average client. People who could significantly impact your profits because of their lifetime value or potential for repeat purchases.
If you’re familiar with Chet Holmes, he calls these people “dream” prospects. Once secured, these clients see extreme value in your products or services.
So they bring big financial benefits to your business.
If you’re a B2C business, your best buyers likely live in the best neighborhoods. If you’re a B2C business, your best buyers are usually bigger companies.
And here’s the thing:
Dream prospects are often cheaper to market to because you’re narrowing down your efforts. Since you only target a small group, you can create greater impact and be more aggressive with your outreach.
Holmes suggests targeting a Dream 100. I like going after even smaller groups.
Of course, just pick the number of prospects that work best for you. Then simply market to them (using different methods) every couple weeks or so. And, of course, be sure to deliver value in your communication.
Use your marketing to address your dream prospects’ worries, fears or problems -- and start delivering solutions.
Personally, I love using direct mail with high-priority prospects. Even better if you can get your information hand-delivered.
I’ve mailed all types of crazy items -- from kinetic desk toys and socks to smaller things such as calculators and key-shaped USB drives.
A couple weeks ago, a client shared with me a problem with a potentially huge prospect. He had recently hopped a flight to meet with this person and had -- what he believed -- was an excellent meeting.
Closing the deal seemed almost certain.
Yet when he returned home and emailed the final details, he didn’t hear back. This silence went on for several days over many emails.
So the client asked me for help.
Since this potential deal was so big, I suggested he stop relying on email. After all, email is easy to ignore and it’s a far too common way to communicate in business.
So I told him to pack his previously sent emails into a FedEx box, toss in a few fun items that would make noise when you shook the package, and include a super short letter requesting a call-back.
I then suggested he spend a few extra bucks for next-day delivery.
Simple stuff, right?
Well, he added a bunch of chocolates to the box and mailed it. Just two days later he was on a conference call to close the deal.
So, if you haven’t already, develop your dream list of high-priority prospects or referral partners and start consistently delivering an experience they can’t ignore.
Talk soon,
Tom
NOTE: This is Day 3 of a 30-day marketing challenge for all my subscribers. These emails are designed to help you fix underperforming campaigns, cut marketing expenses and uncover overlooked profits in your business. Simply pick and choose a few strategies and apply them to your business. (Of course, keep me updated on your progress too.)
And if you’d like to discuss a possible Guaranteed Marketing Profits Program for your business, reply back or pick a time here and let’s chat.