Seven times
Some people think that when things get tough you do more marketing. The truth is however that you need to do appropriate marketing through good times and bad.
A few years ago I met a lady called Julia who taught me about the Rule of 7. She said that for most business relationships to flourish you need to “touch” someone seven times. She went on, “It could be face to face, it could be a telephone call, it could be an email or a text” Her general point was that you need to touch someone seven times before the relationship can move to the point where you start to do business together. We both agreed that there can occasionally be love at first sight.
Of course at any time during the process, one or other of you may make the decision about whether to move things on or not. And so it was with Julia that after a couple of meetings and a phone call we haven’t been in touch since.
In London yesterday I attended a conference focussed on doing business in the EU. I had first met the CEO two years ago in Coventry. I asked to speak for him at that first meeting but heard nothing afterwards. Several emails and another meeting later I felt no further forward. Yesterday was different. He asked for a proposal.
Your marketing needs to be the consistent, regular, application of time, energy and money over time, whatever the economy is doing.
Labels: in it for the long term, long term relationships, love at first sight, trustworthiness
posted by Tim @ 8:41 AM
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