If your marketing isn’t working for you, it is because you aren’t doing the right things in the right order. Most people think marketing works something like this: “I will do what I can to get my name out there. Those who are interested will call. We will talk, and I will close the sale.”
It sounds easy enough. And you probably know all the things you should be doing to get your name out there such as building a better website, doing more advertising, getting out to more networking events, sending out a regular newsletter or booking more speaking engagements. Perhaps you have even tried these tactics… but if they worked, why aren’t you doing them consistently?
Marketing Is a 400m Hurdle, Not a 100m Dash
If you have ever watched the Olympic games or competed in track and field in high school or college, you are probably familiar with some of the more popular races: the 100 meter dash and the 400 meter hurdles.
In the 100 meter dash, the focus is on getting the proper foot and body starting positions, reacting quickly to the starting gun shot, and accelerating as fast as you can to get to the finish line.
In the 400 meter hurdles, runners complete one full lap around the track, jumping over ten waist-high hurdles along the way. Like with the 100 meter dash, your starting position, reaction to the initial gun shot, and initial acceleration is important. But because the distance is longer and you have hurdles in your way, you must also pay attention to planning your steps and stride length before each hurdle, keeping your hips and knees in the right position while clearing the hurdle, landing properly, and maintaining your speed and endurance through the full race. If you accidentally hit or knock over a hurdle, it can decrease your speed or slow down your rhythm.
When most people think of marketing, they think of it as a 100 meter dash. They think they need to get off to a good start, accelerate into a sales conversation, and close the sale at the finish line. If their technique is perfect and they are faster than their competitors, they will win the sale.
However, marketing is much more like a 400 meter hurdle. Most business owners underestimate how long it takes prospects to make a purchasing decision. They assume they are running 100 meters when actually, the distance is 400 meters. They assume that if they just get off to a great start, prospects will immediately see and understand how their products and services can enhance their lives. And once they see that, it is only a matter of time before they buy.
Your Marketing Track Meet
To take this model a step further, the rules of your marketing track meet are similar to a competitive track meet. You and your competitors line up at the starting line to compete for your prospect’s business.
To successfully attract a new client, you must clear all hurdles, and you can only proceed to the next hurdle once you have cleared the previous one. If you ignore a hurdle and plow into it, try to knock it over with your hands, or step out of your lane to avoid it, you are disqualified and lose that client. The good news is there is some leniency. Just as in track, you don’t have to perfectly clear each hurdle. If you accidentally knock it over while trying to clear it, it may slow you down, but it won’t prevent you from completing the race.
The goal is to cross the finish line, where you have beaten your competitors and secured your new client’s business.
Clearing Hurdles In Your Marketing And Sales Process
When you first start running the marketing race, you have four main categories of hurdles (known as AIDA) you must clear before you cross the finish line. The first two categories: getting your prospect’s attention and generating interest in your products and services take the longest and require the most effort. In the spirit of the 10-hurdle race, the above picture will give you an idea of how much effort you can expect to expend on each type of hurdle.
- Getting Attention – The first hurdle you must clear is identifying the most effective ways to get in front of prospects and get their attention. Most people call this “getting my name out” and think this is all there is to marketing. However, this is just the starting point.
- Generate Interest – The next hurdle you must clear is getting your prospect interested in your product or service. Here, you focus on the results, benefits, case studies and success stories you have provided for people just like them. Explain what they will get by working with you, not what you will do for them. When your prospect is at this stage, he is gathering information to help him evaluate the severity of his problem, what actions he might need to take to solve his problem, how much it will cost him in terms of time and money, and whether he can solve the problem himself or if he needs to hire help.
- Build Desire – At this hurdle, your prospect realizes his problem may be more than he can handle and sees you as a potential source of help. It is at this stage when he is ready to contact you for a face-to-face or phone consultation to further discuss whether you can help him. This is your sales conversation where you discuss your prospect’s needs, what types of solutions he is looking for, and your ideas for how you can help.
- Encourage Action - The final hurdle involves getting your prospect to agree to working together, drawing up the contract, negotiating differences, and finalizing the details of the solution.
Once you have cleared all hurdles, new client and, hopefully, your deposit check await at the finish line.
(Photo Credit)
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