Sales people spend a tremendous amount of time and effort prospecting. Going through phone books and industry directories, calling dozens of people, and refining their pitch – hoping that the person on the other end of the phone will warm up to them enough to agree to meet.
Direct mail can make that job a lot easier. Sending out a compelling letter and offer can change that cold call in to a warm or even hot lead. Also, mail can reach hundreds or even thousands of prospects at a time. If the mail piece has the right message, the right offer, and falls into the right hand – they may even be calling you!
Here are a few pointers to keep in mind.
- Get Attention. Be professional, but don’t avoid using attention-getting headlines, graphics and offers.
- Make an Offer. When you ask for a meeting, you are asking for one of the most valuable commodities a busy person has – time. Make sure you make a compelling value proposition and maybe even offer an incentive.
- Over-deliver. Make sure you deliver everything you promise and then take it one step further. This will tell prospects you are not only reliable, but you can be counted on to deliver more than is expected.
- Mail Often. In prospecting, persistence pays off – the same holds true for direct mail. Start a newsletter, create a series of informative mailings – prospects will begin to look forward to it. Eventually, when a prospect is in the market for what you sell, they will think of you first.
- Get a Good Mailing List. Remember, your mailing can only be as good as your mailing list. Take time to develop a profile for your ideal prospect, then purchase a list based on that profile. Also, be sure your list is current and you have selected contacts at the appropriate level of authority to purchase your product.
- Send “Thank-you” Notes. One of the most powerful prospecting tools is a thank-you note. Let prospects and customers know that you appreciate their time and their order. An additional benefit of a thank-you note is that you never know when one will lead to a referral.
- Solicit Testimonials and Referrals. A perfect time to ask for a testimonial or a referral is when you send out your thank–you notes. The experience is fresh in the mind of your prospect or customer. If you did your job right – they will be more than happy to oblige.