In understanding marketing, the pipeline metaphor is a useful tool.
"Pipeline" suggests in-one-end-and-out-the-other; it captures the sense of flow from possibility to realization; it also suggests a process taking place--a process you must understand and learn to control if you are to attract potential clients and turn them into paying clients.
There are, in general, four types of potential clients who will enter your pipeline: 1.
There are the "I'm just curious" people.
Some are looking for free information--they will never buy from you.
Identify them early before you spend much time.
Be polite, outline your offerings--and let them go.
They will eat your time and drain your business development.
They only seem to be in the pipeline.
They aren't--they're clogging it.
And if you are spending time on them, you are taking time away from true potential customers.
2.
Some people make their way through the pipeline quickly and will buy right away.
The "selling" has already occurred when they heard you speak, were recommended by a friend, or when they studied your website.
They are ready to buy.
What you need to do with them is close the sale! If they are ready to buy, don't keep selling! Let them buy so you can both move on.
3.
Other prospects, however, need a long time in the pipeline.
This is usually because they want to be convinced.
The most economical way for you to do this is to have multiple, sequential response materials available on the (a) benefits primarily and (b) features secondarily of your products and services.
Of those who need convincing, some will purchase soon.
Others will say "it's not right for me now.
" They require continuing contact so they don't slip out of your pipeline.
Many will eventually buy a product from you--but not now.
Don't give up on potential clients who say, "Not now.
" For many of these people, a crucial condition in their lives is missing to finish the purchase.
4.
Still others in your pipeline will never buy--for whatever reasons.
At one point, they have simply slipped away--found another product more to their liking, given up their interest, or--who knows? If you have ever done political canvassing or door-to-door fundraising, you know that you need a certain number of "no's" to get one "yes.
" Don't get discouraged that every potential customer doesn't convert to a sale.
In our business as in others, it's a matter of percentages and it's always true that the more prospects you have, the more sales you'll get.
Good luck marketing!
"Pipeline" suggests in-one-end-and-out-the-other; it captures the sense of flow from possibility to realization; it also suggests a process taking place--a process you must understand and learn to control if you are to attract potential clients and turn them into paying clients.
There are, in general, four types of potential clients who will enter your pipeline: 1.
There are the "I'm just curious" people.
Some are looking for free information--they will never buy from you.
Identify them early before you spend much time.
Be polite, outline your offerings--and let them go.
They will eat your time and drain your business development.
They only seem to be in the pipeline.
They aren't--they're clogging it.
And if you are spending time on them, you are taking time away from true potential customers.
2.
Some people make their way through the pipeline quickly and will buy right away.
The "selling" has already occurred when they heard you speak, were recommended by a friend, or when they studied your website.
They are ready to buy.
What you need to do with them is close the sale! If they are ready to buy, don't keep selling! Let them buy so you can both move on.
3.
Other prospects, however, need a long time in the pipeline.
This is usually because they want to be convinced.
The most economical way for you to do this is to have multiple, sequential response materials available on the (a) benefits primarily and (b) features secondarily of your products and services.
Of those who need convincing, some will purchase soon.
Others will say "it's not right for me now.
" They require continuing contact so they don't slip out of your pipeline.
Many will eventually buy a product from you--but not now.
Don't give up on potential clients who say, "Not now.
" For many of these people, a crucial condition in their lives is missing to finish the purchase.
4.
Still others in your pipeline will never buy--for whatever reasons.
At one point, they have simply slipped away--found another product more to their liking, given up their interest, or--who knows? If you have ever done political canvassing or door-to-door fundraising, you know that you need a certain number of "no's" to get one "yes.
" Don't get discouraged that every potential customer doesn't convert to a sale.
In our business as in others, it's a matter of percentages and it's always true that the more prospects you have, the more sales you'll get.
Good luck marketing!
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