The Tribune

By D’Arcy Rahming

I learned about the drip system from marketing consultant Dan Kennedy. It is a way of systematically thinking about how you get persons to use, and keep using, your products and services. However, a warning: This method requires a lot of work and patience. It is definitely not a ‘get rich quick scheme’, and requires a certain amount of discipline to pull off. In other words, it is not for everyone. But I have applied this method with success across various types of businesses.

The drip system can be separated into four major parts. The first is turning suspects into prospects (commonly called farming). The second is turning prospects into introductions. The third is turning lost introductions into clients. And, finally, turning clients that drop out into reactivations. Each part is relevant and can yield significant results. But all parts are dependent on one thing; that you have a solid product or service that really solves a problem for someone.

Turning suspects into prospects involves identifying markets that your product can match. My advice to you is to identify the market first. Many people think that because no business is offering a particular product or service, there must be a niche for it. They are often disappointed when they find that no one has entered the market because, frankly, it is not needed.

Turning prospects into introductions involves getting persons that are interested in your product or service to try it. This could range from sampling food to trial lessons at a martial arts school. The point is that the prospective client notices you and spends some time with you. And that they listen to what you uniquely have to offer.

Lost introductions occur when people try your product or service, but they don’t buy immediately. As a marketer you should be aware that not everyone is ready to buy at a precise moment. For any number of reasons a client may still be interested but not purchase. For example, it could be as simple as not having the money with them at this time. So the idea is to capture their contact information and keep in touch with them, so that when they are ready they think of you.

The final part is turning dropouts into reactivations. People will stop using your products or services from time to time. It is not always because they are disappointed or have found a cheaper alternative. More often than not, it is because you have stopped paying attention to them. It is up to the marketer to get them back. This can be accomplished by keeping in touch through newsletters, e-mail updates or even direct mail.

If you use the drip method in your business you will have a constant flow of clients. They will come from different sources, and each source must be carefully and uniquely managed.

• NB: D’Arcy Rahming holds an MBA from the prestigious Kellogg School of Management at Northwestern University. A lecturer at the College of the Bahamas, Mr Rahming has clients in general insurance, retail, the health and medical fields, sports federations and financial services. He is also treasurer of the Bahamas Olympic Committee. To receive his marketing newsletter FREE go to http://darcyrahming.com