7 levels of support
Posted by Troy Forrest on August 20th, 2009 at 10:43am
“It was worth it… after all, I am your biggest fan!”
- IncrediBoy, The Incredibles
Consider the spectrum of people surrounding your business right now;
- The actively-eroding – they don’t like you and they’re trying to convince others not to like you either
- The deliberately-ignoring – they’re not vocal in their sniping, but your correspondence goes straight to their round file
- The unaware-you-exist – they can’t judge you because they’ve never heard of you
- The apathetic – they know you exist, but they don’t care yet
- The supporter-in-principle – they like the cut of your jib, but haven’t moved to buy or recommend you yet
- The conscious-purchaser – they’ve seen the light and are investing with you
- The raving-fan – they go out of their way to tell others how good you are
Do you know which group gets most of your time and energy? Is it the right group?
As you map your activities for today, first consider groups 7, 6 and 1.
Are raving fans being supported and motivated and show how to be your unpaid sales force (refer, spread word-of-mouth, stay loyal)?
Are conscious purchasers receiving such amazing attention that they’re ready to join the fanclub?
Are the actively-eroding killing great future opportunities for you – why, and what can you do to stem the flow?
The others are important, but those 3 have the biggest potential to impact your sales efforts today.
While it’d be mighty to shift everyone to group 7 in one fowl swoop, keep your ambitions and activities bite-size. Aim to move clients along the spectrum one step at a time.
And while it might take a few steps to get from group 3 to group 7, it can take just one act to get group 6 joining group 1. Group 6 and 7 have earnt your attention – make them priority 1 today!
Posted in Uncategorized
