GDPR SHORTS - THREE
jab jab JAB JAB JAB JAAAAAB RIGHT HOOK
Such an iconic concept: Jab Jab Jab, Right hook. Or, put in a less cryptic way: "Give lots of value first, then ask for a buy". Today, it's essential that you do this, and with GDPR, even more so.
Take your customers on a delightful journey, step by step
Hi, I'm Frank ... Want to buy my gold watch? only $1,200. Okay $800.
What do you think. Did Frank just make a sale?
Who is Frank anyway? And why should I buy his watch? Do I even need a watch?
Look, I'm not saying getting people over the hump of "personal data" is anywhere near as a hard sell as selling a golden watch on the corner of a street, but it is an extra hurdle once more.
So, really, your task it to build trust. More than anything you're going to have to go out there make make people feel as if they can trust you. But that has consequences.
Longer sales cycles
You see, building trust takes time and a lot of effort. The problem is that time kills all deals. And this is true with marketing as well. People get bored with you, stop interacting, and before you know it, you've lost them.
Since getting a new customer will be more expensive than ever under GDPR, keeping customers interested is key to your survival as a business.
Now, more than ever, will you need to think ahead and plan the baby steps that people will need to make before they consider buying from you.
And, with GDPR, those steps include getting consent for various things. Join my group on Facebook? >> consent (handled by FB) Join my mailing list? >> Consent! I have a new partner! >> Consent!
Oh my, a long sales cycle indeed.
That's why it's your job to plan ahead and get consent, but step by step and only when you absolutely need it.
So from now on, include getting consent in your sales cycle and you'll lose far less customers along the way.
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