The salespeople at our local gym usually interact with their customers once. A person who is motivated enough to book a gym tour, followed by the inevitable sales conversation is likely to join. The conversion rate is high. While designing the experience to optimise the quickest route to the sale works for the gym—it’s not a good model for most businesses.
Most businesses are sustained by multiple interactions with returning customers over time. Consistent engagement over time adds value, even when it doesn’t end in a sale.
Trust is an invaluable resource.
In our hurry to succeed we sometimes overlook the opportunity to engage first and sell later. Marketing works best when it’s anticipated, and the person on the other side of the interaction feels like they had a hand in the result.
Business is a marathon, not a sprint.
Image by Sue Langford
