Question

Topic: Customer Behavior

Ideas To Turn Interest Into Action

Posted by jamie on 7/3/2008 at 1:37 PM ET 125 Points
We are a agriculture consulting firm working with a client who is contacting landowners about conservation issues. Other than general conservation information, their specific goals are to have landowners meet with their local conservation office, sign up land in government conservation programs, and/or implement conservation practices on their land.

We are having difficulty gaining "commitment" from landowners and getting them to move to action. We seem to be very successful at peaking interest, getting people engaged in gaining new information (meetings, etc.), but lose people at the "sign-up/install practice" stage.

We are using hand-addressed/hand-stamped direct mail pieces and newsletters, website, phone calls, personal and group meetings, and finished all with a survey. Any other ideas for obtaining action?
To continue reading this question and the solution, sign up ... it's free!
SUBSCRIBE
Or, SIGN IN

RESPONSES

  • Posted by jamie on 7/3/2008 at 5:22 PM Author
    Thanks for your thoughts. Yes, the program does require some financial commitment on their part (there is also a government cost share match available), and a fair amount of paperwork or "hoops" that go along with this.

    We are working on nailing down exactly what the barriers are so that they can be addressed specifically, but don't have a lot of clear leads on this yet. We're just about six months into the pilot projects. In the process of collecting some survey input and may also add some landowner interviews for more input. At this point we think it's mostly trust and fear of commitment.

    We've tried to convey simple "what's in it for me" messages to the different pilot groups in a few different ways, for example, landowner testimonials published in direct mail newsletters, and successive dimensional mailings with promotional items to drive home each of the four key benefits.

    Then, in the examples above, more detailed information has been mailed or emailed at the landowner's request.

    I'm specifically struggling with what we can do to continue to foster this trust and commitment. The initial interest seems to be there. To complicate the matter, we're working on a short-term demonstration project. We need to be able to show some return over the next six-months if we hope to get any ongoing funding.
  • Posted by Jay Hamilton-Roth on 7/3/2008 at 8:09 PM Accepted
    You might need some word-of-mouth. Sponsor a landowner who would benefit well, is well-connected, but doesn't have the funds. Create testimonials, white papers, videos, public talks, etc. to feature the landowner and let them help you sell the benefits. Sometimes it takes the first person to try it out to make sure that it's legit and worth it.
  • Posted by jamie on 7/4/2008 at 3:10 PM Author
    Thanks for your input. It sounds like the last two respondents are both speaking about continuing to demonstrate value. We've done some with testamonials, but taking these to another level may be worthwhile.

    A note on cost as a potential barrier- We are specifically marketing the programs to absentee (or non-operator) landowners. This is a very diffeernt group than landowners who are traditionally considered to be farmers. Demographics, reason for owning the land, etc. vary widely. However, we recently did a survey of 2000 of these absentee landowners and found that the great majoriiy view conservation of the land as more important than income generation. Also, we found that over half of the population is not heavily dependent on income from their land. The cost-share and incentive payments that are offered on the particular program we're marketing are quite attractive and involve a relatively small percent of acreage. We have not gotten any indication yet that cost/loss of income is a significant barrier.
  • Posted by CarolBlaha on 7/5/2008 at 9:25 PM Accepted
    So the prospects are declining when you ask for monitary committment? That is an easy "out" for prospects-- dig deeper.

    Everyone's comments about a good value statement are very valid. But I think some good closing skills should also be reviewed.

    They wouldn't come to meetings etc, if something didn't peak their interest. You are getting them right to the line and then letting them slip away. Why?

    Consider the difference in selling between empathy and sympathy. Empathy is good-- its an expense, and important expense. Sympathy is bad-- you acknowledge the expense to the point that you let them leave without writing the cheque. Why?

    While I think many of the "masters of sales" like Zig Zigler are dated (you can overwork a sales technique like you can overfarm the land)-- he does a wonderful rant on this.

    Sell Well and Prosper tm
  • Posted by jamie on 7/7/2008 at 10:43 AM Author
    In most cases, prospects are declining even before the point of monetary commitment. They seem to be interested up to the point of confirming their eligibility, then get cold feet and back orr.

    We really feel more than anything its an issue of them needing to think and consider the opportunity longer. We're asking them to make a long-term commitment to take some land out of production. This is not an overnight decision for most.

    So, while I agree that we need to continue to make our value statement stronger and sell to individuals, that still leaves a large majority of our contacts who have "opted in" to our campaign, but are not ready to act. This is where we struggle- how to keep these people on the line and considering the opportunity without annoying them to the point they opt out. Can anyone speak specifically to this?
  • Posted by CarolBlaha on 7/7/2008 at 10:52 AM Accepted
    Consider this a true consultative sell -- and with the core belief that you are providing a long term solution that is difficult but truely best for the land owner -- you will never annoy them. There are those who will never close or this choice isn't best for them who should opt out. And that is good-- let them go.

    I would dig deeper and speak to those who have opted out. Its like peeling an onion, the initial objection is often not the real objection. However, I think you are choosing sympathy vs empathy.

    What is a reasonable time to act? You can have empathy for the long term commitment they are making adn the weight of this decision, but if you have sympathy-- and since it is such a big decision that you choose to let them hang indefinitely, you are not closing the deal. Nor, if you know this is the best decision for some land owners are you doing them a best service.

    Sell Well and Prosper tm
  • Posted by CarolBlaha on 7/7/2008 at 11:08 AM Accepted
    To add to NuCoPro's good advice. You are looking for ways to "close" the deal-- that are passive. They won't close-- you close. Also take in consideration that it may take 8-10 touches (and that is a standard) to close-- and most people give up at 2 or 3. Every call must have a reason. So no follow up calls like the "hi, just checking in for an update" kind of call. That IS annoying. Its about the caller and not the client. So call them with consultative type info, articles, changes in legislation and build the relationship that inspires them to partner with you. And they will. You have to earn the biz. Make it your responsibility to provide the best for your client. And that means signing your deal.
  • Posted by jamie on 7/7/2008 at 11:47 AM Author
    Thanks CarolBlaha & NuCoPro, I think this is closer to the kind of input I'm looking for.

    We want to be active rather than passive and understand the importance of doing this right- ove rand over. I think the thought on "consultative type info" might be what we're looking for. For example, in one pilot area we have the opportunity to continue contacting each prospect monthly for the next six months. We don't want to just "call for an update", but rather use the opportunity to provide information that's useful and will build trust. This is the part where I'm a little stuck. We've sent them (at their request) what seems to be an appropriate amount of specific practice and program information. They've also been able to access this information via small group meetings and telephone calls.

    Now the question is how to keep them thinking about conservation on their land so that they'll consider the information and act on it. We've been using a combination of direct mail, email, website, phone calls, small group and one-on-one meetings.

    Can you recommend any references to help us think thorugh appropriate "consultative type" information that we could fit into these different marketing plans? Or maybe somone has some ideas used in other industries that we could use as an analogy.

    Thanks again for your continued responses!
  • Posted by CarolBlaha on 7/7/2008 at 12:08 PM Accepted
    Well one suggestion is one of NuCoPro's-- sending a case study of how it worked for others. You've also sent them "what seems to be an appropriate amount of specific practice and program information."-- how about plugging in their numbers and making it specific? That is a great reason for a call and meeting-- do something for them! Have you seen any recent articles it would help to share?

    Be a resource is my best advice. And don't always limit it to business at hand. I record a lot of personal info about my clients-- one mentioned his daughter was just out of college and was looking for work in banking. I offered to make contact with an associate of mine in that field. And I did. That is how you build relationships. I want my clients to make me the "go to" person. They call me about anything industry related-- and if I don't know -- I spend a few minutes on google and forward links. Get them in the habit of calling you-- and you won't have to think of a reason for a call-- they'll already be on the phone.
  • Posted by jamie on 7/7/2008 at 12:42 PM Author
    We also see the best model as long-term (multi-year) relationship building. Securing funding for this type of endeavor will be a challenge- most of the work we do is grant funded on a project basis- 1-3 year periods in specific geographic areas. We do feel there is great potential for conservation with this audience, though. We'll continue pushing forward and try to put this advice to work.

    Thanks again for your input!
BACK TO TOP

Post a Comment

Related Discussions

Community Info

Top 25 Experts
(Customer Behavior)