Did you know that 97% of your ideal clients are not actively looking for your product, program, or service?
I don’t really have verifiable statistics on that. It was mentioned in a seminar I attended a while back and I wrote it down. Let’s play it out, anyway. Here is a general makeup of the people out there who may have your ideal client profile:
- 3% are actively looking for you or someone like you
- 7% are open to buying your stuff but are not actively searching
- 30% will need you sometime in the future
- 30% don’t know they need you or are even unaware they have a problem
- 30% are a NO, for whatever reason
When the knowledge of my services crossed the radar of the client I mentioned above, she wasn’t in the top group. She wasn’t even in the second group. It was a year later and even then she pondered a bit before sending me a note to say “Hey, I’d like to work with you. How can we do that?” And that is a pretty exciting email to get!
One of the questions I asked during our initial meeting is how she found me. I used to write an article in a newsletter and, through that, I could count on attracting two clients every time I did it. Although that method no longer exists (I guess they were more focused on my target market and not their own) and I haven’t been able to use it in over a year, it is still working for me. That is how my new client found me. She saved one of my articles. YAY!
That got me to thinking… When was the last time you did an analysis of your marketing efforts and their related results? You need to know which of your marketing tactics within your strategy are working and the kind of results you are getting from them.
Your homework: review what you have been doing or not doing and quantify your results. Don’t go with your gut on this. Actually open up a spreadsheet and list what you do and calculate your return on investment.
Then I want you to be brave. I want you to stop doing what is not delivering results.