4. Don’t forget to follow-up on direct mail and e-mail.
I’ve said it before and I’ll keep saying it. You need to follow on the information you’re sending to your prospects people. It makes no sense to send info to potential customers in hopes that the phone might ring. Unless the prospect has received your info and immediately calls you to buy your services, (which almost never happens) you need get in front of them, pronto. I recently consulted a sales person who asked how soon she should follow up. The answer is 1 week. Now keep in mind that if you’re sending out 1000 direct mail pieces-you probably won’t get to all of them immediately . And that’s okay. The point is to make sure you call all of them, whether it takes 1 month or 3. And when you do follow up remember to ask the following and it bares repeating)
1.Did you get the information? Because you always need to be sure that they got it to begin a conversation with them about it. It also tells you whether the info was memorable or not. The trick is to keep them focused on what you offer-not what your competitors offer.
2. Have you read it? Just because they got the info doesn’t mean that they read it. It could be sitting in their in box and they just haven’t gotten to it yet. In which case your conversation could be a bit awkward. It doesn’t mean that you have to end the conversation here because you can still tell them about the info and your company. It just means that you’ll need to backtrack a bit to get their attention. Something the info could have helped with.
3. What did you think about it? This will open a dialogue with the decision make which is what you want. Because you will now have a general idea of what their needs are and if your product or service has any merit in their eyes. This is crucial because without knowing if there is a need how can you have an appointment or a sale?
Direct mail is as effective as you make it. With good planning and a willingness to do the work-you could see your sales increase-dramatically.