During my many years in the sales industry, I was fortunate to be trained by some of the best sales trainers and salespeople in the country. Today I want to share something that will shift your thinking around "annoying email marketing", help increase your sales and gain trust with your customers.
Understanding Peoples Buying Cycles + Why You're Not Annoying 101.
1. We're the same but different.
For example, we're all paying mortgages, rents, car payments, school fees, electricity and taking holidays BUT we're not all paying for these things at the same time. For me, everything related to money going out happens at the start of the month. So, around that time, I'm more mindful of my spending, however, come to the end of the month I'm more relaxed with my cash.
Regardless of the kind of money, we're talking about, people's buying habits are either hot or not. And as you know in retail you can never pick it! And this is WHY.
2. Sometimes People Just Don't Need to Buy.
We all have those months when both grannies, your mum, your best friend and Molly's dance teacher birthdays all fall on the same month. And then we have months when we're off the hook because we know it's a quiet one.
Knowing that people either need to buy lots, little or none is key to loosening up when it comes to your marketing and busting your fears around being 'annoying'. And something else you need to understand as well is peoples buying cycles are rarely consistent. Therefore...
3. You need to be ready, no matter what.
Let's say you have 1000 customers on your email list, as a shop with something to sell you need to be ready for EVERY time one of your 1000 customers comes into their 'spending' period of their buying cycle.
Meaning, it's perfectly acceptable to have a promotion running all of the time AND it's even more acceptable to keep your customers informed about your business and what you sell as often as once a week. This constant engagement will ensure you capture all of your customers - when their time is right.
I want to say that again... This constant engagement will ensure you capture all of your customers - when their time is right.
For example, one of your customers comes into her '26 birthdays in one month' and she's stressing out thinking about where she's going to buy the gifts. BOOM. There you go, showing up in her inbox. For the last six weeks she hasn't noticed you but NOW she sees you and she's ready to spend.
See you captured her.
Your marketing wasn't annoying. It's always perfect and always well received by those who are ready to see it. For instance, I don't need to buy beauty products every week, so most weeks I don't see the marketing material from my favourite beauty brand but when I'm out of face wash it's almost like they read my mind. But, really they don't do they? It's just whats on my radar.
So, don't freak out and get all bashful about sending out your marketing. You're a business owner and that my friend is your JOB and you'll never grow or sell a thing if you keep all your goodness to yourself.
The key takeaways are:
1. You can't sell a secret. Period.
2. It's perfectly fine to have a promo running all the time. Some customers will only ever buy from the sales section - and that is okay!
3. Consistent, trust building marketing is paramount.
4. Don't give up. Trust your marketing. And know it's being seen by those who are supposed to see it.
5. KEEP SHOWING UP. You're business relies on it and you deserve a thriving business.
Let me know how you go with this. Leave your comments below!
Love, Sandra-Lea xxx