This is really a story about targeted persistence. I wanted to replace my small hand-run Bissell sweeper that I keep handy for light sweeping between major vacuuming. So I went on line to Amazon and looked around. I put a couple of models in my cart but did not make a purchase.
For Amazon that could have been the end of the story because I ultimately found what I wanted locally. But Amazon doesn’t give up; it kept sending me options – sweepers on sale or sweepers like the ones I was interested in.
They kept trying to fill my need!!!!!
That is so brilliant and so basic. Our products and services must fill the needs and wants of our target community.
Sometimes we have to educate our target community
Perhaps we need to help our target community understand what our product or service can do for them. We can help them see how they will benefit from using it and what it will help them accomplish. We can talk about the change they will experience. I’d never heard of a lightweight electric Bissell. How long did it run between charging? How good was its suction? I read the promotional material and I made a decision that was different than the one I started out with.
Sometimes we need to show why we are unique
When I found what I wanted in a local store I had two choices with a little different price range. What made one better or more appropriate for my use than the other? What makes you unique? What about your work is different from others and won’t be duplicated anyplace else. We need to let them know about that. Our personal uniqueness and how we express it will ultimately provide the final attraction. They will identify more with us than with someone else.
Sometimes we need to build trust
I trust Amazon. They have earned it over time. I trust the Bissell brand because it’s been around for years. What are you doing in your business to help people trust you, to know that you will over deliver and the quality will be outstanding?
Be persistent, not annoying
Since I bought my sweeper elsewhere there will be a point where I don’t want Amazon to send me any more suggestions on sweepers and I bet you they know when to quit. But what if I still wanted a sweeper? What if I hadn’t found what I wanted? What if I felt better about spending the money on it a few weeks later? There are many factors that influence a purchase. Time and the degree of desire are primary. A little persistence can go a long way. But know when to quit.
How do you put this lesson into action?
Look for and understand the needs of your community. You can find that in the comments on your blog, the questions from your clients, the ideas expressed in the blogs you follow. Then you need to adjust your approach to include what you find.
Keep showing up
I’m a business coach and everyone who has joined my community knows it. However, in a recent newsletter when I wrote a gentle observation on what I can do for others in my coaching capacity it inspired several people to step forward to work with me. They had been considering it and were finally ready. My nudge was low-key and gentle. And I had been consistently showing up in the form of my emagazine.
I don’t remember the statistics and they may have changed but at one point I was told that a contact has to be made nine times before a sale is made. That’s a lot of gentle persistence. What are you doing to continue to deepen your relationship with your target community?
© 2012 Cara Lumen
Cara Lumen, MA, Your Idea Optimizer helps you earn money forever for work you do only once! Her Magnetic Content Development System helps you develop outstanding information products that educate, motivate and inspire your choosen community. She helps you teach what you know! 
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