| Why clients misteriously disappear? Discover why | | | | element in your marketing strategy |
| considering the point of no return can be vital in your | | | | Finding out the point of no return, |
| marketing strategy. | | | | investigating, dissecting it into its details in order to |
| You know the story: from the 70s onwards in the | | | | understand which elements caused the client to back |
| triangle of sea defined by Bermuda, Bahamas and | | | | off from the transaction is one of every |
| Puerto Rico planes and big ships have inexplicably | | | | entrepreneur’s duties. |
| disappeared together with their crews. | | | | Fantasizing on the causes leading to the point of no |
| What does the Bermuda triangle have to do with | | | | return is an ineffective strategy. |
| your company?Did it ever happen to you? You are | | | | Clients silently walking away are a priceless resource |
| talking with a client who is showing interest in your | | | | to understand how we can improve our marketing |
| products or services and, suddenly, she mysteriously | | | | and selling strategies. |
| disappears without a trace. Vanished. | | | | Trying to understand why a client pulls away can be |
| Or the client seems interested, you know | | | | useful or not, why? |
| you’ve done a good job and think | | | | The client abandons the dialogue for her reasons, not |
| you’ve won her over. You have an | | | | for ours. |
| agreement and your client has promised to call you | | | | A client who reached the point of no return and who |
| back. Days go by and the client has disappeared; | | | | is willing to discuss the reasons for her withdrawal is |
| phone calls, emails, faxes seems to have no other | | | | an opportunity we cannot miss. |
| result than pushing her further away. | | | | Why is it necessary to investigate on our point of no |
| Why do clients disappear without a trace? The point | | | | return?If, in the marketing strategy you are using, |
| of no return.The point of no return is when your | | | | there is one (or more) point in which your clients |
| client stops talking with you and abandons the | | | | show an inclination to hide or abandon the dialogue, |
| marketing dialogue. She backs off in order to carry | | | | this element, this part of the dialogue is probably in |
| out her decision process. | | | | need of special attention. |
| There are many reasons for last-minute client | | | | How can we avoid the point of no return?Try to |
| disappearance and they vary with the kind of activity | | | | spend some time analyzing the marketing structure |
| performed. Some of the elements can be: | | | | of your company. Split each element into various |
| Fear to buy the wrong product/service | | | | parts, trace and separate single passages and |
| A pushy salesman. This element too can be put | | | | organize them into phases. Find elements that enable |
| down to fear. The client experiences unpleasant | | | | you to use precise, reproducible and reliable |
| feelings during her interaction with the seller and to | | | | measurement systems. |
| flee is one way to get relief from the psychological | | | | Find the point of no return in each phase and highlight |
| pressure of selling. | | | | strategies to prevent the prospective client from |
| Insufficient trust in the product or service | | | | reaching that area. |
| offered (or in the seller who is offering it). | | | | Ask clients for a feedback exactly in the moment of |
| Opportunism: the client has enough information | | | | their withdrawal, you will find out that they are happy |
| to decide and prefers carrying out the process alone | | | | to help you understand how you can improve |
| or with others. | | | | communication with them. |
| Investigating on the point of no return can be a vital | | | | Try it: you will be astonished by the results! |