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Why your foot in the door should be a postcard. If you’re in sales, you probably put a great deal of time and effort into prospecting. You tear pages out of phone books or industry directories, call dozens of people, repeating and refining your pitch – all hoping to get that one person on the phone who’ll agree to a meeting.
Mail can make that job a lot easier. Just the act of sending a compelling postcard to a prospect can make that person more inclined to see you when you follow up with a phone call.
Also, with a postcard, you can reach hundreds or even thousands of prospects at a time. If you have the right message and offer, and if your mail gets into the right hands, prospects will call you.
If you have a good prospect, chances are that he or she gets dozens of letters a week from companies like yours. And while some professionals make it a point to look at everything that crosses their desks, others are just too inundated. Be professional, but don’t shun headlines, graphics and, most important, offers.
When you ask for a meeting, you ask for the most valuable commodity a busy person has----time. Make it worth someone’s while to see you. Many companies have had a great success by offering high-value gifts in exchange for a meeting with a representative. Just be careful because some companies and government organizations frown on expensive gifts. Offer these prospects a report that can help them do their jobs better, instead.
Your letter offered a free DVD in exchange for the meeting. Hand your prospect a box of microwave popcorn along with the movie. Little gestures like these tell customers not only that you keep your word, but that you can be counted on to deliver more than is asked for.
You know what it’s like to chase a prospect----to call and call and call until you finally get the appointment. Mail is the same game on a larger scale. You have to be repetitive. Start a postcard promotion. Create a series of industry updates. And mail regularly. People will look forward to it. And eventually, when people are in the market for what you sell, the may agree to meet you.
If you sell to businesses, you know what it’s like to look in a directory, get a name, then call the company only to find out that the person you want to reach no longer works there. Mailing-list companies have the same problem. If you rent a mailing list, make sure it’s as current and clean as possible. If you’re offering it to someone who can authorize a sale.
One of the most powerful prospecting tools on the planet is a thank-you note. Let people know that the time they spent with you, the order placed with you, even the argument they may have given you, is appreciated. A good thank-you note may even lead to referrals.
A consultant, upon finishing a project, used to send his clients a form letter with a big blank box in the middle of the page. The copy pointing to the box said, “I really enjoyed working with you. Would you please tell me what you enjoyed (or didn’t) about working with me? I’ve enclosed a self-addressed stamped envelope.” There was also a space for customers to list others who might want his services. The testimonials helped him promote himself, sometimes to the referrals.
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