Great product. Great message. Didn't stick?

"I'm trying out LinkedIn Sales Navigator. It's pretty good, man."

My acquaintance goes on tell me about its features.

Me thinking, "It was cool when I first told you about it 3 years ago. It was also cool when I told you about it a few months ago."

Instead, I say, "What made you look into it? The last time I brought it up, you didn't care."

His market is changing. Like cracks appearing in a dam, his client base is at risk. The competition is closing in with aggressive sales tactics. My man was sweatin'.

He is looking for better ways to find customers.

What has this got to do with YOUR marketing?

In the scenario above, the product (Sales Navigator) didn't change.

Solid product. Great value proposition. And a 30-day FREE trial that eliminates risk.

The prospect (my acquaintance) didn't change.

The seller (me, selling an idea) didn't change.

But now suddenly the prospect has become a customer.

What changed?

Timing.

When I introduced it previously, he didn't need it.

Now, his buying temperature is high.

Similarly, with your marketing messages - online/offline ads, content etc., - don't judge them too soon if your prospects don't bite.

Give your campaigns a little time.

Assuming your offer and audience are on point, ask...

Was the timing right for your prospects to buy ?

And the timing could be off for two reason. At the time of your message being broadcast,

• They did not need what you were selling, or
• They did not know they needed what you were selling.

Both these scenarios require different approaches which we'll look at in subsequent posts.