It’s true. Timing is everything. To wit:
Two days ago, a business owner found out his biggest distributor is 120 days delinquent. If they don’t pay him, the business owner may not be able to pay his suppliers. He’s upset and wants to know what he can do to collect on the account. He is a prospect for your services.
He sees your ad and plans to call you. But first, he places a call to the distributor and talks to the accounts payable clerk. She assures him that they were having a temporary cash flow issue. This has been resolved and payment in full will be mailed in a few days. The two companies have done business for many years and the business owner is satisfied. He calms down. He doesn’t call you. He is no longer a prospect.
Yesterday, the business owner talks to a mutual friend who tells him he’s having the same problem with the distributor. In fact, he hasn’t been paid in over six months and has turned the account over to an attorney. Now our business owner is nervous. He can’t take any chances. He must take action. He is a very motivated prospect.
Just before he calls you, the owner of the other company calls him, apologizes, and tells him not to worry. He was indeed having a cash flow issue but he has just been approved for a loan and will have the funds within ten days. He promises to clear up his account. Our business owner is relieved. He didn’t want to take action against his biggest client. Ten days is acceptable. He doesn’t need a lawyer.
This morning, the business owner finds out that the distributor has just been indicted for fraud. He has been accused of running a Ponzi scheme for the last several years. He has stolen millions. Nobody is going to be paid, at least not without a fight. The business owner is desperate. He needs your help. Can he messenger over a check?
Timing truly is everything. Someone may be a prospect this morning, ready to write you a big check, and not interested this afternoon when his problem seems to be resolved.
Suppose our business story took place over a period of months, not days. And suppose our business owner saw your ad once, three months ago, when he didn’t need you, but didn’t see your ad today when he was ready to hire you?
This is why you continue to advertise, to mail, to network, to write. This is why you continually stay in touch with your list, reminding them that you are still there, still ready to help. Not once but over and over again. Not today but forever.
You never know when a prospect’s “buying window” will open or how long it will stay open. Keep your message in front of them. Stay in their minds and in their mailboxes because when their window opens, you want to be the one they see.
I’m being interviewed today. Join us (free) at 2pm PT and bring your attorney marketing questions.
