If you’re in sales, you probably put a great deal of time
and effort into prospecting. You tear pages out of phone books
or industry directories, call dozens of people, repeating and
refining your pitch - all hoping to get that one person on the
phone who’ll agree to a meeting.
Mail can make that job a lot easier. Just the act of
sending a compelling letter and offer to a prospect can make
that person more inclined to see you when you follow up with a
phone call. Also, with the mail, you can reach hundreds or
even thousands of prospects at a time. If you have the right
message and offer, and if your mail gets into the right hands,
prospects will call you. Here are a few pointers to keep in
mind:
1. Get attention
If you have a good prospect, chances are that he or she gets
dozens of letters a week from companies like yours. And while
some professionals make it a point to look at everything that
crosses their desks, others are just too inundated. Be
professional, but don’t shun headlines, graphics and, most
important, offers.
2. Make an offer
When you ask for a meeting, you ask for the most valuable
commodity a busy person has - time. Make it worth someone’s
while to see you. Many companies have had great success by
offering high-value gifts in exchange for a meeting with a
representative. Just be careful because some companies and
government organizations frown on expensive gifts. Offer these
prospects a report that can help them do their jobs better,
instead.
3. Overdeliver
Your letter offered a free DVD in exchange for the meeting.
Hand your prospect a box of microwave popcorn along with the
movie. Little gestures like these tell customers not only that
you keep your word, but that you can be counted on to deliver
more than is asked for.
4. Mail often
You know what it’s like to chase a prospect - to call and
call and call until you finally get the appointment. Mail is
the same game on a larger scale. You have to be repetitive.
Start a newsletter. Create a series of industry updates. And
mail regularly. People will look forward to it. And
eventually, when people are in the market for what you sell,
they may agree to meet you.
5. Get a good mailing list
If you sell to businesses, you know what it’s like to look
in a directory, get a name, then call the company only to find
out that the person you want to reach no longer works there.
Mailing-list companies have the same problem. If you rent a
mailing list, make sure it’s as current and clean as
possible. If you’re offering an expensive gift, call ahead.
Make sure you’re offering it to someone who can authorize a
sale.
6. Send thank-you notes
One of the most powerful prospecting tools on the planet is a
thank-you note. Let people know that the time they spent with
you, the order placed with you, even the argument they may
have given you, is appreciated. A good thank-you note may even
lead to referrals.
7. Solicit testimonials and referrals
A consultant, upon finishing a project, used to send his
clients a form letter with a big blank box in the middle of
the page. The copy pointing to the box said, “I really
enjoyed working with you. Would you please tell me what you
enjoyed (or didn’t) about working with me? I’ve enclosed a
self-addressed stamped envelope.” There was also a space for
customers to list others who might want his services. The
testimonials helped him promote himself, sometimes to the
referrals.
