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You get bounced from a bar. You get bounced from line. Most
of us don't associate good things with bouncing. But as a
marketer, you'll find great benefit in bouncing your prospects.
What is Bouncing?
Bouncing is when you tell a prospect to learn more about
your company from a different marketing vehicle. For example,
you could send out a direct mail piece, and in it suggest
they "Visit www.yoururl.com to see how we've helped other
manufacturers". Here, you're bouncing them from direct
mail to your website.
Other examples of Bouncing…
You could bounce your prospects from your…
- Brochure to your additional collateral piece ("Call
and order your free copy of our special report The Keys
to Branding")
- Website to your email newsletter ("Sign up here
for our Weekly Specials E-Flyer")
- Voicemail to your website ("Don't forget to visit
us at www.yoururl.com")
What are the benefits to Bouncing?
When you bounce prospects, they experience your company
through a different lens. Keep in mind that people process
information differently. Some prefer face-to-face, others
like reading, still others enjoy the on-line world. When you
bounce, you encourage a prospect to experience your company
in a fashion most comfortable to them.
Bouncing also helps prospects pre-qualify themselves. By
learning more about your company through a bounce they take
an additional step. This step-of committing more of their
time-makes them a better-qualified prospect.
Finally, bouncing puts prospects in control of the selling
process. Instead of being hounded by a pesky salesperson,
the prospect now researches your company at their own pace.
And in today's information economy, extending this simple
courtesy to your prospect cements credibility and trust.
So, make bouncing an integral part of your marketing plan.
And look for sales to bounce back to you!
Author Bio
Jay Lipe, CEO of Emerge Marketing (www.emergemarketing.com)
, is an internationally recognized author, speaker, and consultant
who has helped 100's of growing companies. He is the author
of The
Marketing Toolkit for Growing Businesses (Chammerson Press:
2002) available at major booksellers like Barnes & Noble
and Borders. It can also be purchased at www.emergemarketing.com
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