The other day I was making a telemarketing call on behalf of a managed services provider. On this call I had to make a very passionate plea to push this prospect, who kept his options open, to finally commit to a face-to-face meeting. It was after I completed this call and was writing the notes that I realized I had called this same controller twice before and almost convinced him to set an appointment each time. It was then that I realized I had just hit the sweet spot for IT marketing! The sweet spot I am talking about is the magic number of 3 times it takes a prospect to hear your message before they will respond. Is this number accurate and how should this affect your marketing strategy?
If You Knew In Advance What The Sweet Spot Was, Would You Adjust Your Aim To Hit It?
The first thing I want to address is the Magic number of 3, is this the right number of times a prospect has to hear a message before taking action. I know there is a lot of conflicting data out there but I think it really depends of the type marketing vehicle used. In other words, is the quality of the Ad the same with all advertising mediums? Would the influence of hearing three radio spots be the same as seeing three television spots? In my 10 years of experience with IT lead generation I have had the same experience many times. I have talked with a prospects and tried to close on an appointment 2 times and for some reason my third attempt has been successful.
This leads me to believe that the quality of an in-dept conversation has a much deeper impact on someones memory than perhaps other types of marketing methods. If my informal research is correct this would mean that cold calling could achieve better returns sooner that would offset the higher upfront cost. In other words, even if other IT services marketing methods are less expensive could they require longer exposure before reaching the some influence point to get technology sales leads that fewer telemarketing conversations would have? If the answer to that question is yes, then might you consider adjusting your aim and changing your marketing strategy?
John Black is the Marketing Director at MSP Telemarketing and has over 10 years experience marketing for IT providers and VAR marketing to help them get more IT leads that turn into IT sales.