Resources are tremendous, but results are better. Every business has resources, but very few can put them to the best use. Last week we spoke about the three strategies for maximizing your resource, and they were:
- Call in the Troops; using your current customers.
- Bring ‘Em Out of the Woodwork; the power of a referral system
- Black Sheep Clients; reactivation of previous clients.
Today we’ll talk about the following three:
- Olympic-Size Sales Staff
- Open Water Fishing
- Call for Back-Up
Olympic-Size Sales Staff
Now we all know you can’t have a sales staff of 10,000 who work around the clock for free, but there is a tool that will do precisely that-direct mail marketing. Direct mail is one of the big three, social media, email, and direct mail. Now social media and email have higher open rates and lower costs, but direct mail has significant advantages.
Direct mail campaigns generate purchases five times larger than email campaigns. In addition, they have the distinct advantage of standing out. In today’s, world people get inundated with social media aids and emails but rarely receive real mail. The last advantage is the life span of a social media ad lasts about 3 seconds in front of your customer compared to 17 days for direct mail.
Direct mail is a written piece of sales and informative copy that offers information about your company and your products/services to potential customers/clients. For example, you have sales letters, brochures, or proposals that can be mailed out to a list of leads.
This approach can not only open your door to thousands of new customers/clients, but it can also save you thousands of dollars in advertising.
Open Water Fishing
You have to be careful not to waste your time on clients who are simply not interested. Instead, you must focus on bigger fish. Remember, the previous lessons talked about how you should always be targeting higher-quality prospects.
To do this, you have to take the time to research and learn about your potential clients to make sure you are targeting the right companies to work with. In addition, make sure they are companies that will benefit from your products/services over a long time.
If you’re not sure where to start finding big fish clients, go back over our previous lessons or look into purchasing a direct mailing list that targets the clients you need. You can buy or rent lists with name, title, job specs, and contact information. This gives you a jumping-off point in finding high-quality clients.
Call for Back-Up
Don’t be afraid of telemarketing. It’s a powerful tool that can be done tastefully and be highly effective. However, keep in mind, when not handled correctly can bring about adverse reactions. To be successful with telemarketing, you need to use these tips:
- Your first line of defense should be mail marketing.
- Test before you start a telemarketing campaign.
- Set the price for your offer.
- Use a progressive approach with your campaign.
Progressive contact helps build trust and allows the potential customer/client to establish a positive relationship with you. These are the progressive steps you should take:
- Put your prospect at ease.
- Present your offer in a natural, conversational way.
- Avoid being argumentative or pushy.
- Always be honest.
- Perfect your 30-second elevator speech.
- Clearly state your name, business name, why you’re calling, and where you got their information.
- Offer the benefits of your products and services.
- Mention one of the features that back up the benefits.
- Ask preliminary questions that give you information about the prospect.
These step-by-step methods can help you succeed with a telemarketing campaign and avoid a negative response that could forever stigmatize your business.
This wraps up these three areas of multiplying your resources. We’ll continue with this series for the next two posts to give you all the resources you need to get the most out of your current resources.
If you need help working through any of these processes or areas, download my book and I will give you one free month of access to my online marketing academy $97 value.