Do you currently have an effective drip system to cultivate prospects and turn them into clients?
The following story is not about financial services, but still extremely relevant.
Car Buying Fail
I knew that I needed a new SUV. My old one was getting a little long in the tooth and the mounting deferred maintenance would be costly. I had convinced myself it was time to pull the trigger. Like any rational consumer I went to my trusty computer to study my options. I even went to a handful of dealerships to take in that new car smell.
Fourteen (14!) months later I was the proud owner of a new SUV. So… I knew that I needed a new automobile but why did it take me so long to make it happen?
I will discuss my obvious procrastination in a few minutes, but first I want to point out the incredible mistakes that were made along my 14-month journey.
These tragic mistakes weren't made by me; these atrocities were committed by the several car dealerships that I visited. At each visit it was the same movie. I walk in the door and I am bum-rushed by unrelenting salespeople. Before taking a test drive they photo copy my license and take down personal information. Upon arriving back at the dealership, the hard sell starts. As the dance continues the salesperson comes to the realization that I am not going to help him meet his quota today and he politely dismisses me so that he can move onto his next mark.
Game over, I never heard another word from the car salesman or the dealership.
This wasn't an isolated experience, it happened at every single dealership that I graced with my presence. The travesty is that if someone had continued to stay in my face by calling, emailing, sending letters, staying top of my mind, I probably would have bought from them. As it stands, no one really differentiated themselves.
No one earned my business.