You probably heard that the “sales experts” say that it聽 often takes seven or more communications or sales messages before your prospective client (or customer) will purchase what you are selling. They need to see your message, on聽 average, seven or more times.
They need to see your message, OVER 7 TIMES!
When it comes to brand new customers, the experts have also stated that (all other things being equal) it is generally easier to sell to a referral client (than a new client), because you were given a positive testimonial about your products or services by a friend; the referral client was ‘warmed up’ for you.
What would happen if you combined both of these powerful ideas? A nifty and thrifty two-step. Try this two-step tip:
1. Collect leads with your auto responder.
Ask for email addresses and maybe a mailing address as well. This can provide for an additional way to follow up with each person. When you download the e-mail digest of everyone’s e-mail addresses and other information from those who requested additional information from your auto responder, follow up multiple ways. Send postcards. Call. Mail sales letters and other promotional pieces.
Obtaining mailing addresses is sometimes difficult online, especially from a new visitor to yoru website. However, if you have a brick and mortar shop, this info is easier to collect on a sign-up sheet. You can then enter the prospect’s information into your database.
2. Publish a price list of all the products and services that you offer
Publish these in an insert, direct marketing package and / or .pdf to be made available via auto responder. You could also include order forms, product descriptions, and other sales material. Then send to the people in #1 above with monthly updates, announcements of new sales and products / services, and a request for referrals.
So why not improve your closing ratio and reach out even farther at the same time? Do the two-step!
Hi Paul,
Publishing a list of services you offer is a great idea –
I was in a CPA’s office the other day and saw that he had a nice brochure with a list of all the services he offered. I’m sure this generated a lot more business for him, being able to let people see what all he offers.
Great tips!
G’day Paul,
I love your post because it considers on AND offline marketing efforts. So much of the content I read forgets/doesn’t acknowledge there is an offline world.
Absolutely online is an important and valid strategy but if someone has to see your message at least seven times then it makes sense to communicate offline as well.
Cheers, Caylie
Caylie –
I think that many people think it is one or the other is that there are more folks trying to be successful online since they think it is going to be easier. Unfortunately, there is a lot of hype that you can “Make $124,433.12 in under a month” or “Make money while you sleep.”
Personally for me, I can make money in my sleep because I have worked 18 hours that day! 馃檪
I am working with a client that opened up a new spin studio. This is clearly an offline business. We discussed ways to integrate her offline studio with her online presence; simple things like:
Having a signup sheet to collect email addresses
Taking pictures to put on the website
Sending out valuable information via her autoresponder
Promoting the studio with coupons and specials
Thanks for stopping by and leaving a comment!