Periodically, every farmer will go around and pluck the low-hanging fruit so that it doesn't spoil. Well, the same principle applies to effective professional service marketers.
As marketers, we spend most of our money on marketing and lead generation to total strangers. We spend money to create awareness of our business and attempt to interest them in becoming a prospect. If they take the bait, we then dance with them regarding their problems, listen to their pain points and recommend a couple solutions to overcome their pain. While some of these people might convert into clients, many you've taken the time to engage with eventually fall off of your radar screen because the pain wasn't severe enough to overcome their inertia or they just weren't ready.
In reality, the selling cycle is instantaneous for some people and takes years for others. The challenge is to remain top-of-mind...
