MARKETING MYTH #7: “The best time to deliver my marketing message is when I first meet with my potential buyers.”
THE TRUTH:
The most effective time to deliver your marketing message is when your prospect first thinks about his problem and wants to know what solutions are available. You will have a significant advantage over your competitors when you provide prospects with a specially crafted communication that addresses their problems, overcomes their objections in advance, and tells them what to look for in a provider.
That is called “setting the buying criteria”. It’s invaluable. This kind of communication positions you as the expert, builds rapport, and invokes reciprocity. If you give them something of value BEFORE you ask for the sale, they will be more inclined to give you their business.
How can you deliver this message in advance?
With an e-book or e-newsletter, a Internet seminar (Webinar), a YouTube video… today’s technology make this infinitely doable and extremely low cost. The strategy is to get your marketing message into their hands, provide “need-to-know” information, and establish yourself as the leading authority–before your key buyers calls other providers.