If business is a series of peaks and valleys, then where is your bridge? Pull out your hiking shoes because there’s four major peaks and a few valleys to bridge on the path to creating a customer… nay, an evangelist! (gotta love it when you can use the word "nay") Miss these and you’re in an uphill battle.

Peak #1: Suspects

This is square one for all of your customers. Basically, they don’t know squat about you. Don’t care if you’re in business or even breathing, for that matter. These folks are the hardest to capture because they’re simply not paying attention to your marketing.

Valley #1: The Visibility Gap

Since most folks aren’t listening to you, the first gap you’ve got to cross is one of Visibility. How does your marketing bridge this gap to capture their attention and put you on their radar? This is a persuasive process because you’re changing people’s filters and focus, but once they do…

Peak #2: Prospects

Congratulations, you managed to break through the 3000-some messages bombarding folks every day and have gotten folks to pay attention to you. A marvelous step in creating mindshare with your market. They’ve effectively raised their hand and said "Yes" I want to know more about how you can help me.

Valley #2: The Credibility Gap

This a gap that I see way too many businesses get stuck in. They capture attention then try to immediately close the sale, as if attention equals trust, rapport and credibility. By not bridging this gap they’re fighting an uphill battle, bucko. And, frankly, are probably causing many of their prospects to turn away and go elsewhere.

Peak #3: Customers

Sweet! You’ve effectively engaged folks so they feel comfortable giving you their hard earned greenbacks. A small amount, even $1 is enough to qualify here (it’s that first dollar that’s always the hardest). The true test of your brand and your ability to create a long-term customer now begins as you enter…

Valley #3: The Valuability Gap

This is where your customer makes the decision, "do I want to continue my relationship with this fella or not?" How well do you treat them after they’ve given you their money? The more you and your product/service deliver value here determines the future of the relationship and your long-term profitablity. And whether or not your customers become…

Peak #4: Evangelists

Ohhh… the mighty Evangelist. You want this guy on your team. He preaches the good word about you up and down the streets. He’s hyper-responsive, sends referrals, and will provide valuable feedback about what he’s willing to buy next. Spend a lot of times with these folks, they will help your business grow and don’t mind spending money as they do so.

Your ability to move persuade people to move from one extreme (indifference) to the other (bliss) is based on your ability to create bridges for them. Otherwise, it’s just too damn much work for them to do all that hiking.

So, how does your process build bridges?If business is a series of peaks and valleys, then where is your bridge?