4. Follow up is key. One of my biggest pet peeves with a lot of marketing campaigns is to a lack of follow up. This is especially true with people who have sent back a direct response postcard because they are actually interested in speaking with you. Ironically it’s one of the reason’s most clients will tell me that their campaigns were failures. If you’re going to take the time to determine who the decision maker is, shouldn’t you at least find out if they even got the information? For years the rule of thumb has always been that you receive a less than 1% return on investment without follow up. What most sales people don’t realize is that the number goes up significantly when you take the time to follow up on that info. It has always been my belief that prospects don’t think about your services until they are reminded that you offer them.
And when you do follow up with those prospects there are three obvious questions that you’ll want to ask. And if your are a loyal reader you know what they are (but for those of you new to my column here they are again).
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.