If You Build It, They Will Not Always Come

06.05.2011

Over the years I have encountered many clients who fell prey to the “Field of Dreams Theory” of “If you build it, they will come.” Now the “it” in this sentence can be practically anything: a new website, a new blog, an e-newsletter, new social media profiles, or simply one’s business itself, or any number of other things. The “they,” of course, is new business. However, many forget the importance of personal interaction with all of these “its.” There may be many ways that the person who may need your product or service can find you, but how do those pathways to you or your website help you make a sale?

In my experience, the best programs combine both marketing (attracting) efforts with sales (finding) efforts. Sometimes it is as simple as one follow up call to the targeted prospect who downloaded a white paper, read an e-report, or visited your website to turn a prospect into a client. Other times it will take those 7, 13, 27, or whatever the latest magic numbers of encounters is (notice, however that the number is getting larger, not smaller) for them to build the confidence they need in you before they will do business with you. But, if at least half of those encounters are back and forth conversation between provider and prospect, that gives you 13.5 opportunities to not only tell your prospect how you solve problems, but to also get a better understanding of what THEIR problems are.

Too often, people use their marketing to tell people just how great they are. Yes, everyone wants to work with someone who is competent but also with someone who will solve THEIR problem. Marketing can help with that, but the only true way you will understand a prospect’s need is for you to directly interact with him.

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One Response to “If You Build It, They Will Not Always Come”

  1. [...] tough time working with marketing-focused clients. These were companies who I lovingly refer to as “if you build it, they will come” prospects. Most of their budget would go to developing inbound marketing programs through social [...]

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