3. Go thru your database- is there any business there?
I have many clients who have leads in their database that are never called. One of the first things that I suggest to any new client is to go through their database and do three things.
1. Go through the database around October and begin to “clean it up”. In other words make sure that the contact information you have for the lead is correct- you’ll understand why in a minute. Be certain that the contact person is still with the firm and find out if there is an e-mail address for the contact. The purpose isn’t to see the prospect or even contact them. After all, most of the info can be obtained through the receptionist . The point is just to verify the info on file which should take all of 2 minutes per call. The reason you want to begin in October is to give yourself enough time to make certain you have the best and most up to date mailing list possible. This can be a tedious but necessary task. Hire a college student part time for this one. Keep in mind that by not occasionally cleaning up your database- you run the risk of sitting on possibly millions of dollars of potential revenue.
2. Determine if there are any leads that are worth contacting. (Here’s a hint-unless the number is disconnected-call them anyway because you never know where it will lead. Even the most mundane or low priority lead can lead to more revenue). Delete anything that you have no attention of calling-ever. Think of it as spring cleaning for your business.
3. Once you’ve cleaned up the list it’s time to do a mailing. There has been a debate for years as to how effective direct mail or e-mail campaigns are. I personally think the whole point of direct mail is to keep your name in front of as many people as possible -as much as possible. What makes direct mail and e-mail campaigns effective is follow up ;which I will go into in the next column.