Branding Matters

By Tanya Salcido

Branding Matters

The Seven Stages of Client Engagement, Part 1

So, have you traded in your funnel for an hourglass yet? IN MY LAST BLOG POST, I shared some insights from a recent conversation I had with marketing strategist Kelly Weppler Hernandez of Weppler, Hernandez & Associates, and how ditching the tired old marketing funnel for the forward-thinking Marketing Hourglass™ is the first step in creating an experience for your clients instead of just selling to them.

The next step in creating the ultimate client experience is identifying opportunities to shine and do something out of the ordinary in every stage of the buying cycle:

1. Know
2. Like
3. Trust
4. Try
5. Buy
6. Repeat
7. Refer

The Know phase is when people first discover you; they hear about you from someone else (more on that a little later), they read an article that you wrote or they see your big glossy advertisement in a trade publication. Since you never really know when or through what channel people will have their first glimpse of you, always put your best foot forward in these efforts. Kelly advises that you, “Be interesting, different, dynamic and unexpected,” so people more than just check you out – they start to Like you.

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