Many businesses expect contacts to be marketed to once and to drop out of the sales funnel as a customer. Which when you think about it, is a little ridiculous. Why would someone buy from you when they don’t know you?
To turn a ‘cold contact’ into a repeat customer, you first have to build credibility with them. Then build trust. Then reach them when they have a need for your product or service. So do you understand the sales funnel for your business?
What are the various stages they go through as the convert from contact to warm lead to prospect to hot prospect and finally customer (and then repeat customer)?
And what can you do at each stage to ‘encourage ‘ them to move through this process? It will certainly be different messages at each stage; your communications will get more detailed and sophisticated the further they move through the funnel.
Finally once they are a customer, what is your strategy to turn them into repeat business?