3 MARKETING
MISTAKES WHEN
COURTING PROSPECTS
In this edited extract from his new book, marketer Sabri Suby shares the solutions to
three common mistakes that businesses make when prospecting for new clients.
arketing that urges respondents
to ‘buy now’ is a little like asking
someone to marry you on your
first date. At any time, only 3% of
the market is looking for what you’re selling,
so the chances of your date randomly being
‘The One’ are pretty slim.
So why does it seem like we’re still in
the era where merchants yell out what
they’re selling and jump straight into the
sales pitch? Where does marketing fit into
the bigger end of the larger market formula,
courting prospective customers until they’re
ready for a more serious relationship?
For your marketing to reach its full
potential you need to go beyond the 3%
who are actively looking for what you’re
selling. The tip of the buyer journey
pyramid (pictured) is not only competitive,
but those customers are also likely to
choose a business they already know.
And to develop a relationship like that, you
need to start earlier in the process, further
down the pyramid.
M
THE BUYER JOURNEY PYRAMID
26 | NETWORK SPRING 2019
Mistake 1: Wrong first impression
Around 60% of your customers are strangers.
The Stranger is just browsing, and possibly
not even aware they have a problem that you
can resolve. They might find your company
through related marketing material, online
ad campaigns, social media, and Google
searches, and start to recognise your name.
They know little-to-nothing about you, so
it’s unlikely there will be a first date unless
you can display something that interests
them. If you introduce yourself by saying ‘I’m
the best’ or ‘marry me’, then you’re likely to
turn them off immediately.
Solution: Turn strangers into friends
A more effective way to introduce yourself
would be with an exchange: find out what
the potential customer is interested in and,
in return, serve them something you think
might fit the bill. This ‘something’ doesn’t
have to be one of your products – in fact,
it’s better if it isn’t, as you want to avoid
launching into an unwanted sales pitch.
Offer something small and easy for them to
progress with, such as a quiz, a free guide or
a competition.
Match the temperature of the prospect’s
interest. If they’re cool at first, play it cool
yourself to put them at ease. You might want
to introduce them to friends who can vouch for
you, such as media coverage you’ve gained
through PR which can leverage a power similar
to word-of-mouth, or testimonials online. You
get to know them, they get to know you and
you’ll want to see each other again.
THE QUICK READ
• Only 3% of the market is looking for
what you’re selling, so to position
yourself as their go-to choice you
need to build a relationship prior to
selling them your services
• Find out what they are interested in
and give them something of interest,
without trying to sell anything
• Invite questions and create content
that addresses the most commonly
raised issues
• Build trust by providing testimonials
or examples of media coverage
• As they get further along the buyer
journey, keep adding more value by
providing them with relevant
information and then an irresistible
offer, such as a guarantee or free trial.
Mistake 2: Ignoring their curiosity
The Curious are the 20% of clients who
have recognised they have a problem they
need to resolve and have realised that you
might be able to help them. This audience
knows your brand and is willing to click links
of interest, so your marketing should ensure
you stay top of mind. Without understanding
the source of their curiosity, however, it is
easy to lose them. Before you start thinking