What your prospects are really thinking about

Back in 1999 a song was put out by Lee Anne Rimes called “Big Deal.” As a big fan of country music – from Merle Haggard to George Strait, Kenny Rogers and even a few of the more traditional new acts –I’ve always enjoyed this song.

If you’ve never heard it, it’s fast tempo and catchy lyrics make it a fun sing along song.

So what, you ask? Big deal, you say? Who cares, you wonder?

Ahhhh … and that’s the point.

Have you ever asked yourself these questions about your sales and marketing messages?

Yes, and that is the Big Deal!

Let’s consider a few facts real quick:

1. People are bombarded by marketing messages these days

Back in the 1970s the average adult was hit with about 500 marketing messages each and every day. Seems like a lot to me … but it’s a pimple on an elephant’s hiney compared to the number of marketing messages we are pounded with today.

Any guesses?

According to one consumer research firm that number has skyrocketed to more than 5,000 marketing messages per day! That’s 10x more than just a few decades ago.

And, when you consider how advanced the human brain is at weeding out what’s not important, you can understand why a majority of those ads go unnoticed.

Consider your own behavior for a moment…

Think about the last time you looked at a newspaper or magazine. How many articles did you read? How many ads did you read?

If you’re like most people, you read several articles but unconsciously skipped over most if not all of the ads.

How about TV or Radio?

Do you fast forward thru the DVR programs skipping over the commercials? Or at least wait until the commercials come on before focusing on something else for a few minutes?

Radio is the same way. I can’t tell you how many times the radio has been on in the background and I just tune out until something interesting comes on that snaps me out of it.

On and on and on, it’s harder and harder for your advertising and marketing messages to get through to even an interested person.

2. People’s email and voicemail boxes are overflowing

According to recent research, the average person receives 3,750 email message every month. That’s over 100 message each day.

Ever wonder why your email open rates continue to drop? Why that hot prospect hasn't responded?

Well, could very well be the email message was never read. Or maybe didn’t make it through the spam filter (which is a bigger and bigger problem these days).

And voicemail is even worse … Verizon put out numbers a few years back that 30 percent of all VM messages go unheard for three days. And 20 percent of people with VM messages rarely even dial in to check them.

OK, what does all this mean for your boat business?

Well, here’s my take…

The first takeaway is that every message you send out, must be of interest to your marketplace.

It must grab their attention and cut through the clutter of the other 5,000 sales and marketing messages vying for their attention.

No longer does just getting your name out there going to cut it. “Getting your name out there” messages that are pretty with a picture of a boat, your logo, manufacturer logos and contact information will rarely be noticed and almost never acted upon.

It may have worked in the past but in 2015, your prospect's brains are too overwhelmed to even pay attention.

That does not however mean I am against print ads, TV or radio spots, email, voicemail or online media. It just means you must ensure your message cuts through the clutter and make them say, “Hey, I care about that!”

The second takeaway:

You must use multiple types of media when marketing and selling to ensure your message even get through.

My clients find this is particularly true when converting leads into appointments and sales.

You must use, the phone, email, voicemail, text messages, video, direct mail, postcards, point of sale print material and sometimes social media.

The days of just using phone calls and email are practically dead. I can promise you this, if you only use those two media when following up with your prospects, you are missing out sales each and every month.

That’s why during my training and Boot Camps, we always focus on a multimedia approach to lead generation, lead conversion and client retention/referral strategies.

What’s that you say? You don’t have a "lead generation" strategy? You don’t have a 24/7 selling machine type lead conversion strategy? You don’t have a client retention or referral strategy?

Well, to help you out, you can download my book, “Marine Marketing Strategies” plus a bonus training video. Just visit www.HowToSellMoreBoats.com and in two simple steps you’ll have access and, that’s the Big Deal!

Matt Sellhorst is the author of the book "Marine Marketing Strategie" and Head Profits Coach at Boat Dealer Profits. Sellhorst was also the winner of the MDCE Best Ideas Contest, Boating Industry’s Movers and Shakers Bold Moves award, a top producing boat salesman, speaker and presenter at the Marine Dealer Conference and Expo. He now helps dealers, brokers and manufactures sell more boats with proven sales and marketing systems.

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