Just keep showing up.
… unless you’re a stalker, in that case go home and think about your life choices but for everyone else, just keep showing up.
Back when I worked in the auto industry, the statistic we always used was that only 3% of people were actively shopping for a car right now, meaning they’d buy within the next 90 days.
In other words, 97% of people were not shopping for a car. But most of them are going to buy one at some point. A year, two years, ten years down the road.
Historically that’s not a big problem for a dealership. They have pretty big advertising budgets compared to the local markets they operate in. They’re doing everything from sponsoring the local Little League team to running TV ads on the news every night.
You may not be ready to buy a car right now. Doesn’t matter. You’re going to remember one of them when you are, because you’ve been seeing them every single day. They keep showing up.
Same concept with the personal injury lawyers. In this market they’re on every billboard, and oh my gosh, every commercial seems like it’s for a different firm. You can’t stop them from showing up.
Same idea. They want to be the first person you call. So when something happens to you, you call them first, and they get to cherry pick the best cases.
Thing is, for us little consultants? We can understand that strategy. We certainly can’t compete with it. We don’t have that kind of budget.
But here’s what I’ve noticed. There’s still value in consistently showing up.
Not on TV. Not on billboards. Wherever your community might be.
For me, that’s posting on LinkedIn. For you, that could be YouTube, or Facebook, or maybe dancing on TikTok. I don’t judge (outloud).
You’re showing up in front of people who aren’t buying today. They may not be buying anything for a while. But as they see you over and over, because you keep showing up in their feed, six months or a year from now you’re the obvious first choice to call.
And guess what? When they do call, they’ve seen you for so long that they already know, like, and trust you.
They’re not asking for thirty references. You don’t need twelve layers of written guarantees. They trust you.
It makes that selling process much, much faster.
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