But when it comes to marketing, patience is a virtue. If you believe that marketing will deliver high return on investment in a short period of time, you are only fooling yourself and setting your business up for failure. Marketing is about building relationships with prospects to turn them into long term customers. Regardless of the marketing activity you are implementing right now, the rewards may come – but it may take three to 18 months.

Some business owners thing that if someone doesn’t respond to your offer immediately, throw them away. But to cut through the noise, prove that your business is worth using and get the attention of your prospect, you need to touch these prospects several times. It is the rare occurrance that someone receives your first marketing activity and buys immediately. It happens, but it is rare.

Whether you are generating leads from direct marketing, internet marketing, public relations, or referrals, you need to take time to nurture those leads and build a level of trust between you and them. Keep in mind that a new lead may be interested in what you have to offer but may not be ready to buy right now. If you develop the relationship, they will most likely call on you when they need what you have to offer.

Don’t give up on your prospects. In business, everything is timing. When the time is right, those prospects will take your call, ask you for a proposal or initiate a discussion on how you can help them. If you stop marketing to them, they will forget you. Out of sight in the marketing world is truly out-of-mind.