Good news!: You made the sale.
Bad news: You still have to do marketing.
I think a lot of consultants and service providers hope (or at least act as if) marketing can stop once the “real” work begins.
But marketing doesn’t ever stop, it just changes distance.
When we make a sale, that person is now at the Distance of “Here.” They’ve made a decision to work with us, but they’re still measuring us. Whether they keep working with us, work with us again, or tell others to work with us comes down to our ability to keep marketing at this distance.
How do we do that?
By building trust. Every piece of the experience of working with us is being measured. How fast we are to deliver on our promises. How detailed our process is. How smooth the relationship feels.
Those are not just customer experience touchpoints, they’re marketing moments.
And they represent opportunities to remind our clients of what they’re measuring and how we’re measuring up.
We can remind them of the progress they’ve made just by signing the paperwork. We can show them how dedicated we are by responding to them quickly, and starting the project promptly.
And we can overdeliver for them where it matters most.
That’s how we don’t just keep a client in the moment, it’s how we keep getting clients from their referrals, and their positive expressions of the experience of working with us.
That’s what happens when someone gets Here.
We don’t stop marketing, we start anew.
Kelford Inc. is the marketing team that’s never at a loss for words. If you’re struggling with what to say and where to say it to attract ideal clients, we’ll show you the way.