In my well-educated encounters on the web, I recently learned something unusual:
it seems that the gigolo, a profession that all post-adolescent males have dreamed at least once to undertake, is actually an infamous job.
Why?
Because there is little demand.
In fact, a website says that women who are willing to pay for sex are far less than men.
So, one of the two: you either starve, or you widen your range of services and you turn to another target …
… and become a bisexual gigolo!
(Yes, the market of gigolos for men, unlike the one for ladies, is going strong …)
And here comes Marketing Lesson No. 1, on the choice of target:
it is useless trying to sell something to a market which is NUMERICALLY TOO SMALL, or at least UNRECEPTIVE to your offer.
You may be the best gigolo in the world, but if your services are for ladies, and only a very few ladies are looking for paid sex, you don’t have a business: you have a hobby.
Then what else did I discover?
I found out that gigolos find less and less customers by word of mouth (can you imagine two girls exchanging WhatsApp messages with the numbers of the gigolos whom one of them has just met? Or a gigolo asking a lady for the name and phone of 10 friends after the performance, like a financial promoter?), and more and more via web.
Hence, Lesson 2:
you must have a LEAD GENERATION mechanism that works SYSTEMATICALLY.
It is wrong to settle for a few sporadic words of mouth. If you rely exclusively on this to find new customers, once again you don’t have a business, but a hobby.
Finally, I discovered that their conversion rate is not so stratospheric, and this surprised me very much.
I used to imagine a conversion rate of 1:1, that is, when a potential customer contacts you and meets you, the deal is done. But, no. The conversion is surprisingly similar to traditional businesses: in the end, only 1 in 5 women becomes a client of that particular gigolo.
Hence the Lesson 3:
Since the average conversion rate of LEADS into SALE is 20%, never be satisfied with talking to a single prospect: you must talk to 5!
Because, as I will never get tired of repeating, a lead is NOT a safe order: it is just an opportunity.
So, when you generate the lead you take a first fundamental step, but you must further roll up your sleeves and SELL your product or service.
In short, I ended this digital trip in the magical world of gigolos with an awareness:
for all these years, I lived in a dream: in the end it turned out to be a less intriguing reality than expected.
I think I will carry on with my job… 😉
These 3 ideas are nonetheless still valid:
- Choose a target that is not too small, otherwise you must deal with customers that maybe you like less;
- set up a systematic lead generation method;
- a lead is just a lead, not a safe order: so, you still have to roll up your sleeves and be the seller of your product.
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