Market To Them Until They Buy or Die
If a prospect is worthwhile contacting once, they are worthwhile contacting until they buy. Your prospects are inundated with an estimated 2,400 to 3,000 messages each day. Think of it: they see and hear advertising on television, radio, magazines, newspapers, billboards, the Internet, clothing, buses, you name it. No wonder it’s hard to get a consumer’s attention.
The old adage is true: “The squeaky wheel gets the grease.” For those of you too young to understand, it refers to when the settlers were crossing the wilderness in their covered wagons. The wagon wheels constantly needed to be greased to run smoothly. The only way the settler knew when to add grease was when the wheel squeaked. To save time and the cost of the grease, they only greased the wheel that squeaked.
To get your prospect’s attention amid all the competition, you must be the squeaky wheel. If the consumer is your “perfect prospect” (a customer that you can make the most profit from with the least amount of money and time), it does not make sense to stop marketing to them. Once you start investing your money and time, keep engaging them until you discover he or she might not be your perfect prospect after all. And don’t feel bad when that happens, because it will. You cannot be flawless in determining whether a consumer is your perfect prospect. But once you have determined that they are a perfect prospect, market to them until they buy or until they die.