Do you ever feel like you’re chasing your prospects but can never quite close the deal? Are you putting all your best cards on the table, but you can’t quite get the final ‘yes’ from your prospects? If that’s the case, then you’re experiencing the cat-and-mouse effect.
So, what is the cat and mouse effect, and how does this relate to business and prospects?
Businesses to prospects are not dissimilar from the classic Tom and Jerry animation (if you haven’t seen it, we recommend it). Just as Tom (the cat) constantly tries to catch Jerry (the mouse), businesses are always looking to chase new customers. And no matter how hard Tom tries, he can never catch Jerry for good. Similarly, companies may succeed in attracting new customers, but they may need help to retain their loyalty or officially close the detail.
And why is this?
This happens between a business and its prospects when the ‘sale’ becomes too pushy or aggressive with its marketing and sales tactics. You might feel like you’re doing your all to chase after potential customers. When in reality, it’s just annoying them and driving them away.
In fact, 69% people say they receive too many emails from a business/organization. Likewise, a survey from Marketing Sherpa shows that 45% of feeling annoyed when they receive too many marketing emails.
Our ethos at Avalanche is to spend more time building relationships than chasing them. Still, figuring out how to do this and change your marketing strategy accordingly is challenging.
So, fear not! In this blog post, we’ll explore how to avoid the cat-and-mouse effect of trying to get prospect’s attention without chasing them away at some point in the sales process.
Know your target prospects and what they want.
The first step is the most important. The top tip to avoiding the cat-and-mouse effect is understanding your target audience.
So, take the time to understand what each prospect needs, their interests and pain points, and what messaging resonates with them. Find out if they work better by contacting through email or prefer having a scheduled call booked, for example. Keep the interaction based on what they need. If you come across as too ‘salesy’ and try to manipulate the conversation to fit what you’re hoping the outcome will be, your prospect will catch onto this instantly and, like Jerry, will hide from you.
So, ensure you maintain your focus on the needs and wants of your prospect by letting the conversation grow naturally.
Offer value to your prospects
In tune with what we said about focusing on the needs, wants, and pain points of your prospect, they are more likely to engage with your business when they feel like they’re getting something of value in return. However, it has to be the right value for them. Did you know that 71% of respondents feel annoyed by a business that bombards them with too many irrelevant ads and information?
Let’s take an example of if you were buying a bed mattress. You have a bad back and want something which will be soft and comfortable. You explain this to your salesperson, and they tell you how the mattresses on offer are pet friendly. While the salesperson shows you extra value in mattresses, it’s not the value you want.
So, the main point is to listen to what your prospect says rather than what you think they want. We also recommend sharing educational content on their pain point, offering them special deals, or personalised recommendations.
This will build trust and loyalty and create a positive relationship that encourages them to engage with your business.
Don’t overdo it
This is one of the biggest mistakes businesses make. Bombarding your customers with too many messages or offers can quickly turn them off and create a negative impression of your brand, which is the last thing we want!
Instead, focus on quality over quantity and only send messages that are relevant and timely. Sending a follow-up email 24 hours after initial contact is perfectly fine. We want to avoid being pushy or salesy, causing Jerry (i.e., the prospect) scurrying back to his hole.
So, we recommend waiting at least 48 hours – or even up to a week – before reaching out again with a second follow-up. Like in the above point, ensure your message does not come across as a chase. We suggest combating this by attaching an educational video or article you have written to showcase that you are there to help them and build a relationship rather than merely sell something to them.
Note: However, if your prospect says no after your initial interaction, it’s important to respect their privacy (as discussed next).
Respect your prospect’s privacy
We’ve all been there when we’ve been interested in a company’s business (whether it’s educational, a product, or other services) but they put too much pressure on us that it becomes an invasion of privacy when you don’t want to talk to them.
As a business, you must respect your prospect’s privacy. Be transparent with their communication, and give them the option to opt out. Avoid bombarding them with unsolicited messages, especially if they have asked you to not reach out to them. Whilst this is frustrating, especially if you think your business could really help them, respecting your prospects is one of the key ingredients needed to build trust.
In this ‘no’ instance, we suggest asking if you can follow up with them, so you don’t get put into their spam immediately. Alternatively, ask whether ‘it would be a terrible idea’ to send them an educational video their way just in case they find it useful in the future. This is a great way to allow your prospect to keep the power of making their own decisions whilst building trust and a positive reputation for your business.
This will, in turn, increase the likelihood of prospects coming back and becoming long-term customers.
Feedback is key
Finally, it’s important to listen to your customers’ feedback and take action based on their suggestions. Whether it’s through surveys, social media, or customer service interactions, actively seeking and responding to feedback can help you improve your products and services and create a better customer experience.
We hope these tips will help you end the cycle of too much chasing once and for all.
Did you find this article useful? We’d love to know!
About the author : amyray
Scaling Up A Consultancy Practice
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