photo by mmlim on Flickr
Ah, the infamous “birds and the bees” speech. Yes, you know the one. It is quite possibly the most awkward moment in all of parenthood. One of the necessary evils to ensure you’ve provided both the education and direction to point your offspring down the virtuous path. Ok, I’m feeling awkward already.
What’s my point? After years of consulting, I’ve recently just realized that, unbeknownst to me, I’m giving a similar talk to my clients. Of course, I’m not talking about tips on how to get to first-base, but real prospect/customer relationship advice. As stages of a relationship evolve, so should your marketing messaging.
Common courtship and lifecycle marketing possess some uncanny parallels that I’m sure you’ll get a kick out of. Here’s what I mean:
“Playing the field”
Like in the dating world, your prospects are doing research and figuring out the type of company, product or service they like to settle down with. They are visiting competitor websites, speaking with sales reps, perhaps even getting product demonstrations (keep your mind out of the gutter here folks). As a marketer, it’s important to provide messaging that is geared to getting your prospect’s attention. Make it personal. First impressions are everything. What makes you stand out? What about you will make their life more enjoyable?
“Wearing the letterman’s jacket”
They enjoyed their first date with you (i.e. direct mail piece, email, website, social media) and have decided to take it to the next level. As they continue down the sales cycle, this is your opportunity to grow the relationship by asking questions about their purchasing needs and then tailor your marketing messages to address those needs. If she likes Italian, don’t take her to an all you can eat Chinese buffet. Likewise, don’t take her to the same restaurant date after date. Too often, marketers don’t send targeted marketing collateral, or they use the same messaging in each interaction. She’s falling in love. Keep her interested with intriguing and fresh info about you.
“Down on one knee”
At some point, the courtship ends. You have to take a leap of faith and ask for the sale. But how will you ask? Will it be memorable? Will she be proud to tell her friends (ahem, business referral) about how you did it? As a marketer, think about your interactions through the sales process – is she the type of girl that would like a proposal on the jumbotron at hockey game? Or a single rose on a sandy beach? Learn from the courtship and use the sale as another chance to reinforce your brand. Remember, like a proposal, it’s about the right person, the right message, at the right time.
“Wedding bells”
They said yes! But this isn’t a time relax, she’s been dreaming of this day since she was a little girl. Ok, that might be a bit of a stretch when it comes to your product or service. However, marketers sometimes forget to reassure customers about their decision. You don’t want your prospect getting cold feet, and you don’t want a new customer getting buyer’s remorse. Remind them of all the reasons you are the right match. Use the purchasing transaction as a way to show them how attentive you are and how appreciative you will be for years to come.
“Happily ever after?”
The worst sin for marketers is to forget about existing customers. Are you communicating, or better yet, marketing to them on a regular basis? Are you introducing cross-sell and up-sell opportunities? It’s about giving them attention and continuing to evolve your relationship. Don’t forget anniversaries (renewals) and be prepared for fights (customer complaints). If they aren’t feeling the love, her eyes will begin to wander at the next business that’s been flirting with her online. Continue to show your passion or she might stray.
It’s a corny analogy, but it’s usually one that resonates with clients. Take a good look at your customer lifecycle, and be sure to map your messaging accordingly. As for the real birds-and-bees speech? Well, you’re on your own there!
