For this month’s newsletter and blogs, our topic is keeping your company’s attention on year-end goals despite the significant distractions of an emotionally charged Presidential election.
We’ve been covering measures you can take to help ensure targets and quotas are achieved leading up to the election and beyond it through to the end of the year. Along with all the other measures, one important factor is the continuous creation of urgency for your prospects and customers to BUY NOW.
Fundamental Reasons to Buy
There are always basic reasons for your prospects and customers to buy—these would be intrinsic to your products and services. Your products and services wouldn’t have been developed if there weren’t some kind of demonstrated need on the market, and your offerings tap right into that need.
Marketing should always conduct continuous surveys of your prospects and customers. These narrow down and beef up the reasons to buy. Continuously applied, these “reasons” will cause new customers to come in, either literally or figuratively (if an online business), and your existing customers to buy more.
Additional purchasing motivations should be evolved and added based on the time of year. For example, “white sales” in January, “just in time for Spring” or “just in time for Summer” for the Spring and Summer seasons, “back to School” in the Fall, and Halloween, Thanksgiving, and Holidays (depending on the products or services) to round out the year.
The above are the basic measures any business should take to motivate prospects and customers to purchase.
Adding In the Election Year Factor
But now we add in the additional factor of a Presidential election year. It can add to or detract from usual prospect and customer reasons to buy. In this circumstance, you must take additional measures to ensure continuous sales, as covered in this month’s newsletter articles.
An election year will cause a certain percentage of prospects and customers not to buy for their own reasons. However, a percentage will still need to purchase despite the election, and they simply need to be given that additional push to do so.
This is where the creation of urgency comes in. For example, provide an incentive to purchase if they do so before the election, perhaps a higher-than-usual discount. Or a bonus such as added time for a service or an additional quantity of a product. Colloquially, this kind of time-sensitive incentive is referred to as a “buy now.”
Such urgency, implemented right, could very possibly mean that your company meets its year-end quota by the time of the election. That is the best possible position for you to be in! That means all sales made from the election to the end of the year are gravy.
If your year-end quota isn’t achieved by election time, then additional urgency must be added to carry your sales through to year end.
In addition to all the other marketing and sales efforts you’re making to ensure sales through the election year, make sure to create urgency—give your prospects and customers that additional push to purchase leading up to, and just after the election through to the end of the year.
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