CONSISTENCY, AN ELEMENT OF TRUST
Growing a business requires the earning of trust. One of the necessary ingredients for earning that trust is consistency, consistency in everything that you do. My trusty Webster Dictionary defines consistency as: showing steady conformity to character, profession, belief, or custom.
We can further break down the consistency definition as it applies to marketing, customer service, internal operations and financial systems.
In marketing, consistency means that you have a regular touch point with prospects and customers; it also means that you are providing valuable content. While building trust and then maintaining it, one should always give first.
Most small business owners reach out to their perceived target market on a one time basis. If there is no response, they proceed to another prospect. In other blogs, I mentioned that it takes at least 7 to 12 touches before you and your firm become a serious “buy” prospect in the mind of your target market.
Exactly the same holds true for referrals from existing and past customers as well as other business acquaintances and friends. Without the consistency in communications and the providing of valuable content, your referral funnel will run dry.
I cannot emphasize enough the importance of having consistency and value in your marketing program. Cost should no longer be a factor as e-mails are free and newsletters, using a vendor such as Constant Contact or Mail Chimp, are relatively inexpensive.
Growing and communicating with your data base should be one of your prime business strategies.
Success is the sum of small efforts repeated day in and day out.
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