Last time we talked about how to start multiplying your results by maximizing your
resources. We covered the following areas:
- Calling All Cars
- Bring ‘Em Out of the Woodwork
- Black Sheep Clients
Today we’ll talk about the next three:
- Olympic-Size Sales Staff
- Open Water Fishing
- Call for Back-Up
Olympic-Size Sales Staff
We all know that we can’t have a sales staff of 10,000 who work around the clock for free, but there is a tool that will do exactly that. It’s called direct mail marketing.
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. You can create sales letters, brochures or proposals that can be mailed out or emailed out to a list of leads.
This approach can not only open your door to thousands of new customers/clients, it can save you thousands of dollars in advertising. You need to find the right group of people to send to. Creating a high-quality mail list is important. Certainly you can purchase mailing lists but often they are just not worth the money and may not even target the demographic you are shooting for unless you verify it first.
A list created by judicious use of content marketing drawing people into your website or garnered by personal meetings and networking is worth its weight in gold. Restrictions in email mass marketing also require you to have permission before sending out electronic communication is necessary as well considering the new anti-spam laws to take effect this July in Canada.
Open-Water Fishing
You want to be careful not to waste your time on prospective clients who are simply not interested. You have to focus on bigger fish. Remember, the lessons we talked previously 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. Make sure they are companies who will benefit from your products/services over a long period of time.
If you’re not sure where to start in finding big fish clients, go back over our previous lessons or look into purchasing a high-quality direct mailing list that specifically targets the clients you need. When you talk to those who respond to your communications you need to qualify them to make sure they are worth your time and have a likelihood of “yes” somewhere along the line.
Call for Back-Up
Don’t be afraid of telemarketing. It’s a powerful tool than can be done tastefully and be highly effective. However, keep in mind, when not handled correctly can bring about negative reactions. To be successful with telemarketing you need to use these tips:
1. Your first line of defense should be mail marketing.
2. Test before you start a telemarketing campaign.
3. Set the price for your offer.
4. Use a progressive approach with your campaign.
Progressive contact helps build trust and allow 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, reason you’re calling and where you got their information.
- Always offer the benefits of your products and services.
- Mention one of the features that back up the benefits.
- Ask preliminary questions that gives you information about the prospect.
These step-by-step methods can help you be successful with a telemarketing campaign and avoid a negative response which could stigmatize your business forever.
This wraps up the second 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 or the previous areas, try our FREE test drive to work with one of our amazing business coaches.
Larry Earnhart
Alchemist Professors
March 21, 2014
www.alchemistprofessorlarry.ca
Read our book: Transmutation: Taking Your Business From Lead to Gold
Available from: http://goo.gl/0s7TBi
