Many business owners have unrealistic expectations of the results they want when they embark on a marketing campaign. It is unrealistic to expect to get new business or prospects asking to become clients. It is more realistic to expect candidates to contact you to inquire about your services. Although we would all love to see marketing campaigns automatically bring new business to our doors, this doesn’t account for the fact that prospects must have an “up-close and personal” experience with you before they are willing to consider becoming clients. Even if they have been sold by your marketing campaign, prospects want to be able to speak with you directly. Let’s take a look at some realistic expectations that you can set for your marketing campaigns.
1. Prospects will likely contact you to inquire about your services.
Your website and marketing content maybe 100% effective. However, your prospects need to experience you before making a purchase decision. It is essential to establish a qualification process, learn what your potential needs, and then work efficiently. Do not let yourself get caught unawares. It is important to show professionalism and competence. You’ll be able to close the new business if you are ready to meet with prospect contacts.
2. Prospects will ask for more information if you are able to provide it.
If you don’t have all the information you need on your website or marketing writing, prospects will ask for additional information. Candidates may require additional information, even if you have all the necessary details on your website. A few “White Papers” can make a valuable addition to your marketing arsenal. They cover in-depth topics. These White Papers should be about the most pressing issues facing your target market. These White Papers will demonstrate that you understand their problems and are competent in solving them.
3. Serious prospects will have questions and concerns that they want to address with you.
Your prospects will still have questions, even if you have provided all the information on your website and in your marketing materials. You will have questions about how your services fit in their lives and what they will cost. They will want to find out precisely what information they need about how your services fit into their schedules, time, and financial constraints. It is important to respond calmly to their concerns and fears.
4. It is likely that serious prospects will research you and compare you to other candidates in order to determine which one is the best.
Your prospects are likely to research your company and compare it with other competitors, even if your business is unique. Your website and marketing writing should demonstrate your exceptional value. Your essay should be persuasive, complete, and influential. If you don’t give the information your target market requires, you won’t be able to compete with your competitors.
5. It is normal to expect to be able to close a prospect over the phone.
If you don’t know how to close the deal with a prospect, even the most powerful marketing campaigns, nothing will help your business. You cannot expect the opportunity to do this for you. It is essential to understand the psychology and logistics involved in closing a deal. Learn as much as you can, or hire a coach to help you. If you get a call from a prospect interested in your services, be ready to close the deal.
When you write marketing copy, website copy, or marketing campaigns, you need to be realistic about what you expect. Although we would all love to see instant sales success, this is not how marketing works. You will be able to attract more clients and businesses if you’re willing to meet prospects in a realistic way.