Last Sunday, on my way to Genoa for a family occasion, I was thinking about everything except lead generation…
I don’t know how, but at some point, it turns out that the Education Minister Stefania Giannini would like to introduce a reform allowing schools in metropolitan areas to stay open in the summer, so as not to leave children of all ages to dangle without control.
“Yay!”, say the adults in chorus. “Not everyone has grandparents or can afford the various campuses if the parents are working…”
“You’re crazy!” screams the rebel high school girl from the back.
A debate begins on pros and cons, and in particular on the opportunity to go to school at least until the end of June… then the student comes out with the most obvious objections:
“It doesn’t make sense to go to school in June because… IT’S ALWAYS BEEN LIKE THAT! “
I swear I wanted to stop and get her down on the Serravalle highway. And not even in a service station: at the first emergency stop.
Anyway, the episode is emblematic.
I don’t know if it’s any consolation, or if it should throw us into despair forever. But obviously “It’s always been like that” is something rooted in our way of thinking.
When a customer says “It’s always been like that“, he’s not a bad guy, nor he doesn’t like our product. It’s just that we as a people have a thousand virtues, but we hate innovation and we like procrastinating.
In business this mentality is a disgrace.
Every time we present a service to a European manager, in two or three weeks they decide for YES or NO. If instead we present the same service to an Italian manager, even with the same decision powers, a period of indecision begins: “Should I do it or not? Invest or not invest? What happens if things do not go well?” and so on … Anything but decisionism.
Table of Contents
The solution?
Communicate continuously, month after month.
Try to win trust one piece at a time.
Stimulate a decision, but in a non-invasive way.
Without pressing, because pressure generates only an equal and opposite reaction.
And finally, be ready for the customer when the time for the decision is finally up.
How do I do it? With lead generation and lead nurturing
It’s all in our lead generation formula:
P.S.:
If you have not yet participated, please answer to the market research on Marketing in Italy, on the specialized website SurveyMonkey.
Thank you.
