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Why It Takes So Long to Acquire a New Client
We live in an instant gratification world, don’t we? I suppose we could harken back to BF Skinner’s hungry rats, then combine that with the expectation of instant answers we get from the Internet to understand why we, as human beings, want and expect everything to happen the MOMENT we want it to happen! Think it… will it… snap your fingers – there it is. This concept came to mind after a conversation with my husband. He recently retired from his field engineering career. He loves to golf and fish and this time of the year, doesn’t lack for anything to do or play. But we also knew that if he didn’t have something to keep him busy the rest of the year he would drive me nuts with his nothing-to-do. (I know some of you can relate!) So together we have launched a new business for him, all internet based, advertising funded, and great fun.* This week we were discussing the progress (or lack thereof) of acquiring advertisers for the site. I am thrilled at our progress. After all, we have been online for only a few months, we average about 50 visitors a day which, for a new site, is actually quite good. But we need lots more content and lots more visitors before we hit our stride with advertising. But he is frustrated because he doesn’t think enough paid advertising is coming our way. Why is it taking so long? Why don’t all these potential advertisers think we are the best thing internet advertising since sliced bread? Why aren’t they sending us all their advertising money yet? At that point I realized – that’s exactly what I hear from new advocates. Not enough clients, not fast enough – resulting in frustration, and then, too many that just give up their practices because they didn’t anticipate they would have to wait so long. Patience! Please! Patience! For budding advocates, there are two main reasons the acquisition of a new client takes so long. Let’s take a look at them. First: Many budding advocates look at the pool of…