Notice how the right row of this newsletter is all personal articles. Why?
THE ANSWER: PRODUCT/SERVICE SALES CYCLE
For example, in the mortgage industry, the average person deals with their mortgage every 42 months or 3.5 years.
They only care about their mortgage 2 to 3 months before it comes due.
The other 39 to 40 months they are not that interested.
This is why it's important to change the conversation from the product/service you provide to the person who is providing the product/service.
Can this be true?
Well, 80% to 90% of all my phone conversations in my mortgage business start with "How is the baby".
Want To Know Why I Stopped Looking For New Clients
I did a 4 part video series recently discussing what I've learnt over the last 4 years from doing a newsletter.
In video 3, I discuss what my business looked like in:
2000 to 2012 - Dead Zone - Not staying in touch with anyone
2012 to 2014 - Growth Zone - Started to stay in touch with everyone
2014 to 2016 - Hippo Zone - The reason why I no longer had to look for clients.
The ending of the video always amazes me as I was finally able to get out of the rat race for finding clients.
Video #3 - Stopped Looking for New Clients
5 Year Referral From Newsletter
If you would like to see the data between hippocontact and gmail on a client conversion that took 5 years, click below.
5 Year Video Client Close
|