12. Once someone has expressed an
interest in what you are selling, it asks
for their permission before contacting
them again
13. So only the people
who are genuinely
interested in what
you’re selling, hear
from you.
14. Once a prospective
customer volunteers
his or her time to
hear what you have
to say...
you're on your way to
establishing a long-term
relationship with them and
making a sale.
16. It means that every communication is:
Anticipated
Relevant
Personal
17. EVERY CONTACT WITH THE PROSPECTIVE
CUSTOMER,
'PERMISSION LADDER'
SHOULD MOVE THEM ONE STEP
FURTHER UP THE
18. 5 The
Permission
Levels
Intravenous
The marketeer makes the purchasing
decision on behalf of the customer (e.g.
book clubs, magazine subscriptions).
Customer pays in advance but doesn't necessarily use the product/service
(e.g. gym club subscription).
Purchase on Approval
Customer buys more of the product/service in response to incentives (e.g. Air
Miles, Loyalty Cards Personal relationships) – individual–to -individual but not
transferable.
1
2
3
4
5
Loyalty Points
Brand Trust
A trustworthy name can take over 50 years to build and can be over-
stretched.
Situation
Opportunistic (e.g. “Do you want fries with that?”) at McDonald's.
19. Once first contact has been
made, then every following
contact should offer an
incentive and be more and
more tailored to answer the
prospective customer’s
business problem.
20. The only time “interruption
marketing” is ever acceptable
is the very first time contact is
made