You reap what you sow.  But you don’t always reap in the same season that you sow.  I’ve had many times when clients called me and wanted to do business with me, but often after some follow up, and the timing was right at that moment. Or it was a referral from an old client, but again the time was perfect now.

If you’re marketing with direct mail or an email campaign, it’s important to understand that people have their own timing.  And when they get your marketing piece, the time may not be right just yet, but you planted a seed. 

Most businesses try to do one step selling.  Where they expose the message to their customer once or twice and they expect to get business that way. 

Multi-step marketing allows you to ease burden of any one step to do too much “heavy lifting.”

Multi-step allows the prospect to feel he is choosing you vs. being pursued by you.

This type of marketing allows you to plant many seeds and when the time comes you reap big rewards.

This entry was posted on Saturday, December 8th, 2007 at 1:36 pm and is filed under Marketing, Sales. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.