DON’T JUST SELL TO THE “TODAY BUYERS”!
I’m going to give you a statistic which will probably knock your socks off!
If you’re a business owner or manager of a business, listen up, because this statistic will hopefully will make you think very differently about how you market your products or services from today onwards.
Because once you read this statistic, you’re going to realise how much money you are throwing down the drain – and you’ll probably be horrified when you acknowledge how many years you’ve been doing this!
Okay, so here it is.
The amount of consumers in the marketplace who are ready to buy now any product or service is less than 5% of the marketplace!
This group of buyers is known as the “today buyers”.
In other words, if I was speaking to 100 people and asked them “Who’s looking to buy a refrigerator today or who’s looking to buy a car today?” less than 5% of those people will say “yes”.
The same result will ring true if I asked about getting their hair done, buying real estate, buying furniture, a pet dog or going to the theatre.
The bottom line is that less than 5% of your target audience are “today buyers”.
But the enlightening fact is that 99% of all advertising, both online and offline is targeted to the “today buyers”.
What does this mean?
Easy, it means that if you’re one of those advertisers, you are wasting 95% of your money each and every time you are advertising, as there’s less than 5% of prospects that are in the category of wanting to “buy today”.
In other words, you would be an advertising victim along with many others.
So what’s the stats?
Statistics show that around 10% of your target audience are in a category which could be titled “open to buying”.
And a further 30% of your target audience are in the “not talking about it” category – but could be influenced if you worked hard at it.
So in other words, there’s a further 40% of your target audience that you could move up the “interest ladder” if you used the right tactics.
They’re not ready to buy today but they certainly might be persuaded to give more serious consideration to invest in your product or service if you treat them the right way.(Incidentally, these statistics were provided by the late Chet Holmes, an American business consultant who studied buying trends and audience reactions for many years.)
You see, if you ask 100 members of your target audience “are they interested in buying your product or service today?” you’ll probably get 5 people come forward and say “yes”.
But if you ask the question “Who’s thinking of buying in the next 12 months” you’ll probably get another 10% say “yes”.
And if you say “Who’s mildly interested in buying such a product or service at some time in the future?” you’ll probably get around a further 30% of the room say “yes”.
The other 55% will be harder to convince, with most of them probably being impossible to get across the line.
Market to the “tomorrow buyers”
Don’t get me wrong. There’s nothing wrong with selling to the “today buyers”, because they are the low-laying fruit.
However, you should also have a lead-generation and capture tactic in every piece of marketing you do.
So for example, if you’re in the pest control business, your offline and online marketing should include a Free Report along the lines of “Learn the 7 scary things most Pest Control companies don’t want you to know about when spraying for spiders!”
If you had this report available, I’ll bet that you will immediately attract a much wider audience than if you were simply advertising an offer for “today buyers”.
In other words, those prospects who were hesitant or mildly interested in getting their house sprayed for pests, would now get a copy of your Report to find out what the “7 scary secrets” are – and guess what, you’ve just captured their name and email details.
Can you imagine the value of this data?
After all, they’ve already indicated that they have “some” desire to learn more about getting their home serviced for pests!
This means that next time you’re marketing your services, you’ve got a whole bunch of warm leads!
This “2 Step Selling Process” provides you with a “second chance” of nailing that sale.
The same principle applies for any industry whatsoever.
So when planning your next sales campaign, think of “tomorrow’s” buyers as well as “today’s” buyers.