Harnessing your own hyper-sensitive customer

By Mark Kimathi

There are rabid buyers in every market. They make up the hyper-responsive market that contributes majority of your income.

A website that can tap into this market segment can quickly skyrocket its Return on Investment and cash flow, gaining advantageous ground on its competitions.

But how do you get to find and profitably engage this enthusiastic market?

Clyde Goulet, a small business development consultant explains, "There is a fundamental I believe in that most business owners either overlook or fail to recognise. That basic fundamental is that "a Buyer is a Buyer is a Buyer."

"If the Smiths down the street bought from you once, they will buy from you again. I am a creature of habit and will have dinner at the same place for a while even after the service has turned bad and the food has fallen off."

The absolute best way to keep and maintain that hyper-responsive customer is to stay in touch with them on a constant basis and keep offering them your goods and services.

There is a school of thought that says you will drive customers away with too much contact, the exact opposite is the case.

Besides, customers will tell you when they have had enough by their purchasing habits.

special treatment

They will also reward you with repeat business if they are made to feel like they are preferred and given special treatment." Indeed, studies show that it takes on average seven messages before a prospect is persuaded to engage your offer profitably.

Being the one to deliver these seven messages nearly guarantees you to be the one that finally sells them.

As we saw last week, a hyper-responsive market that comes from the Pay Per Click (PPC) or even other forms of marketing means that someone else did the majority of the contact.

They just were not structured well enough to keep the prospect with them until D-day. Probably the prospect visited a couple of websites and with time got educated enough to be confident to make a decision.

And on that very moment they are ready to buy, your pitch is right in front of them.

The idea of constant and regular contact is to keep your brand "top of the mind" making your offer pretty familiar.

But even more importantly, it is the taking them through the awareness, interest and desire path, all the while keeping your offer visible.

If you do a good job of this then your offer becomes a natural solution.