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Bridging the Chasm from Lead to Loyal Customer

Bridging the Chasm from Lead to Loyal Customer: A Step by Step Guide for Developing Awareness, Building Credibility and Acquiring Customers

Have you ever watched a documentary about climbing Mount Everest? If so, you will undoubtedly remember one specific segment of the journey where the climbers cross a chasm, one carefully placed step after another, using aluminum ladders strung end to end. For me, just the thought of it is enough to cause an anxiety attack!

There is a similar chasm between your product or service and your potential customers, even if it is only in the potential customers' mind. And for them, the thought of crossing that chasm is enough to cause a severe case of anxiety.

Picture a group of your potential customers, standing at the edge of a chasm on Mount Everest and you and your product or service standing on the other side. It is your job and the role of your marketing efforts to help potential clients cross that chasm one step at a time. At this stage, your immediate objective is not to get them to purchase. It is simply to get them to take that first step out onto the ladder, followed by one more step, and than another until they reach the ultimate decision to purchase.

It is as ludicrous to expect a potential customer to reach a purchase decision in one step as it would be to expect a Mount Everest adventurer to cross a chasm in one step. So how can you begin to move your potential customers across the purchase chasm?

? Step One - Awareness and Knowledge: Before someone can purchase a product or service they must be aware of it. They must also have knowledge about what problems the product or service will solve for them. They must be able to picture in their minds the benefit they will receive from using the product or service, and that picture must be enticing enough to motivate them to take that first step.

At this phase, your objective is to make potential customers aware of your product or service, generally through mass media type activities, advertising, direct mail, articles, public speaking, etc. and then to get them to take the first step by requesting additional information. You might offer a brochure, free report, newsletter subscription or other informational item in exchange for contact information. The key is to offer something that:

* Is of value to your potential client

* Provides him or her with additional knowledge about your product or service and how it will solve his or her problems

* Poses a very low level of risk or obligation on the part of the prospective customer.

? Step two - Liking and Preference: Awareness alone is not enough. Potential customers must also have a positive disposition regarding your product or service. Potential customers must trust that you will deliver what you say you will. Several years ago there was an insurance company that did a tremendous job of building awareness through television advertising. However, the ads were so obnoxious that I'm sure the company ranked quite low on the liking, preference and credibility scale.

At this stage, the objective is to get those potential customers who took the first step to take a second step by requesting additional information perhaps a video or booklet, calling for a free consultation, signing up for a free seminar or teleconference, purchasing an e-book, etc. For example, a trainer might gain credibility and allow potential customers to "sample" their product by offering free, hour long presentations on topics related to their area of specialty. Again, the offer must be of value to the client, and should pose a slightly higher level of risk, obligation or commitment on the part of the potential customer.

? Step Three ? Conviction and Purchase: The final step in the process is getting those potential customers who have begun the journey across the chasm by requesting information and then following up on the information requested to actually make the decision to purchase. In this step, personal, one-on-one selling becomes the primary method of achieving the objective. And, if you have developed a relationship with the potential client throughout their journey, this step should be as simple as reaching out to take their hand as they reach the end of the ladder and step off onto the ground. And reassuring them that they have made the right decision by embarking on the journey.

While the process is simple, implementation takes a committed and consistent effort. It may take as many as five to 15 exposures to your product or service for a potential client to move through the process and cross the chasm from lead to loyal customer. They key is to plan those exposures so each one:

?Matches the level of the process where the potential customer currently is (i.e. direct mass media activities to potential customers in the awareness and knowledge phases, and use personal selling with prospective customers in the conviction and purchase phases).

?Builds on the previous exposure, automatically moving people through the buying process one step at a time.

To begin the process of helping potential clients bridge the chasm to loyal customer ask yourself these questions:

1. What are three to five ways I can have an initial contact with members of my ideal customer group?

2. What can I provide as a free offer in exchange for contact information to get people to take the first step?

3. What are two or three intermediary steps I can encourage prospects to take?

4. What are the key promotional tools that I will use at each step?

About The Author

Julie Chance is president of Strategies-by-DESIGN, a Dallas based firm that helps small businesses and service professionals Map A Path to Success by bridging the chasm from Lead to Loyal Customer. For more information or to sign up for our free Marketing Tips Newsletter go to http://www.strategies-by-design.com or call 972-701-9311. jchance@strategies-by-design.com

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In The News:

Tracking the progress of the third party testing we at PES are coordinating along with U-Plug Products LLC, of their 2 kW U-Plug magnet motor that is a 24"x6" portable cylinder weighing 20 pounds, expected to cost 2,000 USD. We want to run it three times longer (21 hours) than what the best batteries available could provide. (PESWiki; February-April 2016)
Pre-launch video announces a new LENR website coming March 1, 2016 at http://LookingForHeat.com The video is very well done as an entertaining piece that hopefully will go viral. (Free Energy Blog; February 21, 2016)
It's not easy to find a qualified testing agency that is also willing to sign off on something that appears to defy our existing understanding of the laws of physics. U-Plug has agreed to allow for a group of us scientists, including at least 3 PhDs to go test their unit and publish our report. (PESN; February 20, 2016)
So that this is quite clear, this is a test on a Regular Torch. NOT the ELFE flashlight. This is to compare them. 2 x NiMH AA 1.2v Battery's in a Regular Torch with a Halogen Bulb. Load is 2.8v and 0.85amps. (PESN; February 17, 2016)
Video explains the scientific principles behind how the ELFE flashlight harnesses endless free energy from the environment (Earth's magnetic field), which works better in some regions than others. It also shows the insides the torch. Uses the word "antennae," as one of the components. (PESN; February 14, 2016)
"The OPhone contains a capacitor that directly powers our phone. During extensive use this capacitor may become discharged, however this capacitor is being constantly trickle charged by Orbo. So after a period of time the capacitor will be recharged and the phone will be functional again. In essence the phone is charging itself." (Free Energy Blog; February 13, 2016)
The company that has figured out how to harness the earth's magnetic field to produce usable power and has been selling the ELFE flashlight (two more customer reports), is now developing a 3 kW generator. In two weeks, they are holding a business meeting for international distributors. (PESN; February 12, 2016)
Illinois company is gearing up to manufacture a 2 kW (115 volts, 17.3 amps) magnet motor that is load-following, portable, 24"x6" tube, weighing 20 pounds, very quiet, with 3-year warranty but expected to last at least 20 years with zero maintenance. Third-party tested. MSRP 2000 USD, beginning March, 2016, through distributors. (PESWiki; February 11, 2016)
The government agent who worked on this technology five decades ago, that is similar to Professor Steven E. Jones' Joule Ringer, thinks it is conceivable that we could eventually scale this solid state technology up to have a device the size and price of an air conditioner providing 20 kw. (PESWiki; February 9, 2016)
Nagendra Singh in Mumbai, India, informs us that they have built five of these and have two running for customers presently, in the 40 kVA range. "Presently it is too [expensive], costing 3200 USD per kva below 30 kva." (PESWiki; February 8, 2016)
The SunCell is described as a solid state "Sun in a Box." A 200 kW module would weigh around 250 pounds, with energy production cost being around 1 cent/kwh, so return on investment could be ten days. They are expected to be available commercially by Q1, 2017. (PESN; January 6, 2015)
"Today I received my Elfe Flashlight and it works. Time will tell if it meets the claims of automatically recharging, when depleted. If it holds, the claims a real breakthrough in FE technologie would have been accomplished." -- German customer (PESWiki; February 6, 2016)
The phone battery indicator stays near full even with heavy usage throughout the day. (The battery is charged by the internal OCube that pulls energy from the wheelwork of nature, solid state). (PESWiki; February 5, 2016)
The capacity of the Proton-3ND (Proton -3 Nano Diffusion) battery is projected to be 44 times the capacity of lithium batteries. Electric vehicles with these batteries would have more power and much more mileage at no extra charge. (PESN; January 4, 2016)
HH2 water fuel cell creates pure hydrogen off a 9-volt battery. This was a big diesel HH2 cell that was tested on a 16-liter Cat engine for CARB testing; yet it ran on very low amps and a low 9 volts. (PESWiki; February 3, 2016)
A former U.S. Government worker describes his effort to bring to public awareness (by highlighting things presently in the public domain) energy and anti-gravity technologies that the government had operational 50 years ago but has kept from the public. (PESN; February 2, 2016)
Imagine an incandescent bulb that is actually more efficient than LEDs! Well, it actually exists (MIT) and it does so by recycling light. (Free Energy Blog; February 2, 2016)
SMBC-Comics.com has posted a fun spoof on our skeptics. (Free Energy Blog; February 1, 2016)
"OK, so a lot of people are asking what's the difference between an Orbo power cell and traditional batteries." Batteries store energy, Orbo generates energy, then trickle charges a lithium ion battery.] (Free Energy Blog; February 1, 2016)
Mr. Keshe is as misleading in the field of free energy as he is regarding me. That has been my experience the years I've been exposedto his work. He takes something and blows it so far out of proportion that it barely resembles the fact from which it was extrapolated into infinity. He demands: "Close PESWiki now." (PESWiki; January 31, 2016)
They have achieved solid state operation using an electromagnetic pump to spray the molten silver between the electrodes for the 1000/second continuous pulsing for continuous power production. (Free Energy Blog; January 29, 2016)

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