Today's Customer 2.0 is getting harder and harder to figure out.
Just trying to decode their mixed messages can make us CRAZY. Sometimes, reading their email messages is like reading iPhone autocorrect texts. (BTW, if you want to get a good laugh, check out the 25 Funniest Autocorrects sent from iPhones - super funny.)
Part of the problem is that they are, to be blunt, confused. They are really craving a long-term relationship, but they come to you via speed-dating:
- They engage later in the sales cycle.
- They have done all their own research, so they arrive more educated and informed about you.
- They have been following industry conversations on your topic.
- They have posted questions on social networking sites looking for suggestions/feedback.
- They continue to research a select group of vendors through social networking sites.
- They trust their peers before trusting you.
And they keep sending mixed messages - still playing the field while seeming to say "I love you":
- Just when you think they are ready to buy and the paperwork is going to happen, they go radio silent on you.
- They agree to an appointment and invite their entire team for the demo, but cancel at the last minute.
- They take the time to read, watch, download, and talk about how great your solution is, but avoid any purchase discussions.
- They still want to stay on your radar when threatened to close the lead.
- They have been sitting on tons of cash but are not pulling the trigger.
Hang tough! Nurture this relationship. The want to know that you're there for them. Make sure all of your messaging communicates reassurance: "We are not going away - we are here to stay!"