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The beauty & power of the Internet is the leverage you can attain through technology. Technology systems allow you to maintain regular, highly valuable contacts with your prospects for very low investment. This is predominately attained through systems such as Autoresponders & eZines (e-magazines/newsletters).

Only a very small percentage of your prospects will be READY to purchase at any particular point in time. This is identical in an on line & offline business. Most businesses have a marketing system that TOTALLY NEGLECTS this fact. If 100 people enquire about your services, most likely only 3 to 12 will be seriously looking to purchase your services at THAT time. The others are simply inquisitive or think they may purchase at some time in the future.

This process is called the Cycle of Life. People regularly enquire about products & services without buying. Do you follow? Think about yourself. You may even have the idea that you want a new couch. That thought sits in the back of your mind & over time you visit a few retailers that sell couches. You may visit 6 places over 3-months. EVERY one of those salespeople think you’re going to buy a couch THAT VERY WEEKEND! But do you? NO! But will you buy a couch at some particular point in the future? YES!

How many of those couch salespeople keep in contact with you over the course of many months until you actually decide it is time to buy? We’ll tell you how many… NONE!!!!

What if just ONE of those couch salespeople offered you a non-intrusive process to learn about what couches will compliment your lounge room, which couches last longest & which ones stained very badly & which ones didn’t?

You’d most likely take him up on the offer. And then, after 5-months of learning & being educated by this person, who would you feel COMPELLED to purchase from? Of course! Or to use another analogy, what if 2 sets of parents had children selling cold lemonade at a parade on a hot day. Each set of parents had 4 children. One set of parents assisted their children establish a nice table & inviting sign from which to sell the drinks from.

The other set of parents assisted their children set up 4 stands at equal intervals along the parade. And so… So far so good. Which family sold more lemonade? Of course it is the children with 4 stands because people are thirsty (desire their product) at different times along the duration of the parade. And so… So far so good. When their prospect wanted their product, they were there! Nobody was going to double back to get a lemonade.

The life of your prospect is the same as the passing parade. You must recognise that your prospects are going through the Cycle of Life. You MUST be in your prospects consciousness IN THE INSTANT that they desire your product. You MUST have a means to add value to them in a non-intrusive & informative manner throughout the ENTIRETY of their Cycle of Life.

PS: Here lies the importance of delivering ongoing educational material such as free on line newsletters (eZines). Think about how you’re keeping your prospects in the loop of your business & how you can plan & develop resources to improve it… It’s also essential to note that more prospects in the loop mean multiplied options for referrals & work-of-mouth marketing.

Simon Clarke has over 15 years of experience as a writer, entrepreneur & business specialist. He is also the founder & Director of the Life Coaching Institute, Australia’s leading coach training organization.

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