It’s the same with new cars. It seems that every other commercial on TV is about new cars. But you don’t pay attention to them until you are looking for a new car. Then suddenly EVERY commercial is one you watch.
Of course, if you already have a car brand preference, then you tend to only “see” those commercials. You may even replay them just to be sure you got all the details on your potential car.
Then there are the car sites. Kelly Blue Book, new cars, carmax, auto-trader. If you’re truly looking at cars, you will be searching each of those.
As you narrow your search, you will only focus on the brands that interest you. But when you are looking and wanting those details depends on timing.
And when the timing is right, you will buy your next car. After that, you’ll go back to not searching the online sites or watching the commercials. You won’t need what they are offering at the present time.
So how does the concept of timing apply to marketing your online business? What you sell and when you sell it is all about timing.
You may send an email to your list, telling them about your latest product. But if they don’t need it right now, the timing is off and you won’t sell many products.
Likewise, if another product, perhaps from a bigger name in the industry or with more emotions tied to its sales, has recently been released, then you may not sell many products.
It’s all about timing. And that’s the importance of follow-up in your sales cycle.
Smart car sales professionals know that a timely phone call, a postcard, a letter, or an email can make the difference in whether or not you see that prospective car buyer again. The same applies in your business.
By setting up an automatic set of email messages spread over a period of time, you are more likely to remind the prospect of your product when the time is right. That’s one of the reasons we send 10 messages on the first 10 days after someone has asked for more information about the product. That’s when they are looking for that type of information and therefore, it’s more likely the timing is right for them to buy.
Timing also means that you should not beat yourself up if people are not buying your product on the day you announce it. It could be the timing is not right. Be patient and follow up.
Finally, because timing determines when they are interested (although you can help create that interest with good marketing), you want to be available when they are ready.
One of the strangest trends in recent years online has been the “scarcity” tactic of offering a product for a week, then taking it off the market. What are the chances everyone who could buy that product is ready for that product during that one week. Sure you can sell more because of the fear of loss, but that’s not how you build a long-term business.
Instead, have a steady site (generally your main blog) where people know they can always find you. Have a list of your products, with links to each of them. Be there for them so that when the timing is right, you ARE the solution!
If you don’t yet have your autoresponder follow-ups written and in place, then you need Autoresponder Basics. If the timing is right for you today, pick it up now!