Business History Books » Business Consultant » Help with direct marketing
Help with direct marketing
Question:
I’m drawing up a letter to send out to other consultants, VARs, retailers, etc. in my area, in order to try and drum up some new business through them. I’d look for business they don’t have time for, need help with, can’t handle, don’t want to handle, etc. and would offer to send the same in return. The services I will offer are: Troubleshooting, support, networking, etc. The standards <grin>. I am Microsoft Certified. Can anybody give their 2 cents (or more) on how I should approach this letter? What to say, how to say it, what to AVOID, etc.? I’m planning on phoning each one first to get a feel for who they are, and to let them KNOW I’ll be sending them the letter, so hopefully I can personalize each one. Any advice, ideas, experiences, etc. would be appreciated. Thanks, Gavin MBMM *DIGEST VERSIONS* MEM Go to http://markethink.com/lists/ to subscribe
Response:
Hi Gavin, After you create your database for managing this process (you’ve done that right?) Gold Mine, ACT! or whatever? Do that first. Let’s start with the call. This is your first contact with a prospect and is VERY important. You need to speak with confidence like a kindred business person. You need to recognize your competition and then set yourself apart from them with the benefits of your products and services. Be ready for the boss to answer the phone. Create a 30 second and 60 second "spot". You’ll need it whether the boss answers or you get sent to her voice mail. Since you’ll often get "Mr. Jones is busy (it’s a screener’s world out there) would you like his voice mail?" you need a professional but CONCISE message about your business. Get the correct name, title, fax number and email address of your prospect BEFORE you’re sent into voice mail. Most assistants or secretaries are glad to help. Start with your name/title and phone number, then your message, then a reminder that you will be sending along your information package and will follow-up with another call. Give your name and number again at the end of the message. Give the number slowly so they can write it down. Remember that you are looking to get infront of the person that will make the decision to use your services. Don’t waste your time with anyone else. If they can’t cut you a check, dont’ bother. You are looking for an appointment to talk to someone with the power. You need to focus on that goal. Don’t be afraid to ask point blank what your chances are of doing business with them. Some will say "I work with my brother-in-law and hiring someone else would start a family feud". Others will say "I’m very unhappy with my current situation…when can you come over to talk to me?" BUT they won’t say much if you don’t ask! Think about 3 KEY questions then catagorize them in your database along with other pertinent data. Use your db catagories to refine your prospecting and to send out periodic mailings. GET E-MAIL ADDRESSES! Ask permission to send periodic updates on products and services. Make sure your prospects know what you offer and remind them monthly. Give them information they can use now. Position yourself as an expert..not just another vendor. OK, now you’re going to follow up your call. 1st question is, what do you want them to do? How do you want them to respond? Do you want them to call you, send back a card for more information…a special report…a free consultation…a listing of the "10 most common support questions". Make a personalized offer. Sell your benefits. Seal the offer with a powerful postscript. "PS. The 2X4? Just a reminder that support doesn’t have to be high tech…just solid and there when you need it." You could mail a piece of 2×4 like a postcard with your message of support on the back. Memorable and cheap.Get creative. You need to stand out in the minds of your prospects. Above all, think like your prospect. Imagine her busy day running her business. Then imagine her picking up the phone to answer your call. Now you have 30 seconds if you’re lucky, to make a first impression. Just be persistant. Depending on the size of the business, you may need to make 20 calls to actually talk to one warm body. Good luck! Steve
– Evergreen–Direct response specialists in the "Senior" market for 17 years. http://www.eamnet.com/ideas.html MBMM *DIGEST VERSIONS* MEM Go to http://markethink.com/lists/ to subscribe