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Consider this: On average, we conduct 48 unique searches before we buy an airplane ticket.
This, straight from a lead researcher of one of the largest marketing research firms in the world. Amazing right?
Anyhow, as soon as he said this, I started wondering... Why?
When you think about it, it’s all about uncertainty. For most, it’s one key question. “Am I getting the best price?”
Now, think back to whatever you sell.
If it’s a considered purchase of any size or substance, it’s far more than price that your buyers are weighing. Its internal reputation, integration, resistance to change (one of the most powerful forces), and on and on.
More than anything else, people are trying to decide how the purchase will impact their professional status. It’s their reputation at stake.
So if it takes us 48 searches to feel satisfied that we’re getting the best deal on a flight – how long do you think it takes your prospects to overcome concerns about their professional reputation?
While I don’t have a precise answer, I can say definitively: It’s much longer than we all think.
Certainly much longer than a 5-step email nurture program, or a 30-minute Webinar, or a single sales call.
This is why it’s so important that your marketing strategies are focused first and foremost on providing long-term value, based on a clear and unifying theme. Because that’s what it takes to win trust. To become remembered by key people as the only organization that is right for them.
And this trust is what it takes to turn 48 searches into 35 or 15.
In truth, this focus on the long-term will be the fastest short cut that you ever take.