A couple weeks ago I posed a hypothetical situation where you’re given 30 days to secure two new clients. You have a budget of only $1000. You work alone. What would you do to win the two new clients?
Here’s exactly what I did.
1. Profile The Target Prospect – their environment, concerns, influences, influencers, most likely buying considerations and objections.
2. Profile Target Accounts – Identify 50 target accounts in the private sector (F1000) and 50 target accounts in the public sector (large counties).
3. Write A Letter To Each Target Account – no envelop teaser, no Johnson box, no graphics, clear and professional writing and package.
In the letter I opened with the fact I was writing the person the envelop was addressed to, as well as the key people they work with (for the public sector I wrote directly to County Supervisors; for the private sector I addressed members of the senior management team).
In the opening paragraph, before I mentioned the company I represented, our product, service or solution, I stated the purpose of my letter was to determine who of the people I was writing was best to speak with about the benefit I offer. This is a critical opening paragraph because it identifies by name the people that received the same letter and challenges the reader to either identify themselves as the decision maker of defer to someone else.
The letter goes on to briefly describe the benefit of my offer, identification of the company I represent, a sampling of customers that have benefited from the offer, and a call to action to accept a 20 minute meeting to discuss my offer and its employment in their organization. Features, functionality, and price were never mentioned – they aren’t important.
I closed the letter stating I will call the office of each recipient to assure they received my letter and learn if they want to accept my meeting.
Approximately 80% of the public sector accepted my meeting, 30% of the private sector did the same. Meetings were face-to-face if time and geography allowed, otherwise they were telephone calls. In each case the meting went well beyond 20 minutes. FYI…twenty minutes was requested because, with peer pressure, it’s hard to refuse a request for a meeting such as this. I prepared for the meeting to last only 15 minutes.
4. Reverse Risk – My client has a record of keeping prospects happy once they became a customer. As such, we decided to reverse all risk in the business relationship with a new customer and as a result reduce the purchase barrier.
Our offer included no set-up fees, no term commitment, no penalty for terminating the service, and no cost for training (the service is intuitive, but FREE is a powerful motivator).
The reality of this offer is my client added little business risk; they have a history of keeping customers after they begin using their service. Important to note is there were no price incentives or discounts offered – my client is priced slightly above the market.