One of the greatest competitive advantages you will ever have comes from developing a high-trust relationship with your clients. Let me illustrate with the client continuum:
The goal of any business is to get your suspects to ultimately become your evangelists.
My objective as a marketer is to move them from left to right, from suspect, to prospect, to customer, to evangelist.
You start with a suspect, a total stranger who doesn’t know, like, or trust you. They are not on your opt-in list.
A suspect becomes a prospect once they join your opt-in list. They haven’t bought yet, but they opted-in. And, they opted-in within the last 365 days.
If a prospects hasn’t opted-in in the last year, they aren’t a prospect, they are a suspect. Do see that it’s possible for them to fall back on the continuum? Read More→
