Money, Mailings, and More.
One good thing about getting out there and taking action on a consistent basis is that you'll run into the wonderful 'laydowns'. People that are just pretty much waiting for someone to come take their money.
The thing about laydowns is that you have to catch them at the perfect time because they're only laydowns for a brief time period, until someone nabs them up. They could be dead fish in a matter of days and there's no way to hunt them down, it's just random luck unfortunately.
I went out prospecting today for a couple hours with one of my guys. I'm trying to get him up to speed with face-to-face prospecting instead of the phone and email alone.
Within a half hour of stopping in random businesses, we landed a huge fish. A 30 something year old kid that recently opened an auto garage that does repairs, detailing, sound systems, etc. You can tell he's really trying to make a name for himself by the look of everything.
I sell print & direct mail services primarily keep in mind. The kid tells us all about his 'marketing plan' and how he's going to be the biggest shop in the area by the end of the year, he's just gotta get the word out.
So as soon as we let him know that we can send monster size postcards out to every f**** residence in the whole city and beyond, his head looked like it was going to explode into the stratosphere.
Me: "There's a good 50,000 households within driving distance of here. How many of them you think might benefit from knowing you're the new guy in town and you've got all the best deals?"
Him "ALL OF THEM". (I'm not going to argue with his answer!)
Me: "Yeah, and that's not even counting the people that will tell their friends and family, right?"
Him: "Can't beat word of mouth blah blah.."
Me: I show him some of the postcards I've sent out with local businesses so he knows I'm credible—although it probably didn't matter.
"You buy a stamp and send this out it's almost a dollar in postage. You have these printed at that shop down the road the postcard costs almost a dollar just to print with this kind of gloss. That's why these big guys are spending $100,000 to send one of these *******s to every home in the city. But that's why they're big too, right?
Him: "That's why I'm trying to get this billboard up, do some big newspaper ads, website, blah blah blah"
At this point, I've got him:
and most importantly:
After explaining how I"m able to get printing and mailing so cheap (special printing relationships, low overhead) and the fact that we're willing to SHARE the card with him if he wants to ride along on a 50,000 piece mailer we're doing next month... he's faced with an incredible opportunity with an even more incredibly urgent time-frame since my company is going to send the mailer to press next week in time for the March Mailing.
It will only cost him 40 cents each!
That's $20,000. He wrote a check for $10,000 and we ran his credit card for $5,000, with the balance due next week when he moves money around. I have no clue how he has all this cash nor do I care.
My cost for the salesmans commission, design, printing, and postage... about $15,000.
So I'll do basically zero technical work, I'll make $5,000 profit and I get fifty thousand 8.5x11 postcards sent out free for my remodeling company, just in time for spring.
My new client gets his business made "aware of" to 50,000 locals and he could care less about how many respond. He just wants everyone to know he's the new guy in town with the best deals and service.
He's got a picture painted in his head of 50,000 people holding a giant glossy postcard in their hands looking at with his business on it in full gleaming color. He'll probably still buy that billboard too, if I sold billboards I could probably make a few more grand.
Yes I'm a direct response guy, but I'm not a brand-killer. And I'm not one to turn down fifty thousand free mailings, thousands in cash, and a couple of keystrokes to get the job done and over with.
It doesn't always work out this way but please take advantage of EDDM and offer it to your prospects & clients. Sorry I don't have a wordpress plugin that will help you find these people. Don't be a baby, get out and talk to some business owners ffs.
Byotch!
The thing about laydowns is that you have to catch them at the perfect time because they're only laydowns for a brief time period, until someone nabs them up. They could be dead fish in a matter of days and there's no way to hunt them down, it's just random luck unfortunately.
I went out prospecting today for a couple hours with one of my guys. I'm trying to get him up to speed with face-to-face prospecting instead of the phone and email alone.
Within a half hour of stopping in random businesses, we landed a huge fish. A 30 something year old kid that recently opened an auto garage that does repairs, detailing, sound systems, etc. You can tell he's really trying to make a name for himself by the look of everything.
I sell print & direct mail services primarily keep in mind. The kid tells us all about his 'marketing plan' and how he's going to be the biggest shop in the area by the end of the year, he's just gotta get the word out.
So as soon as we let him know that we can send monster size postcards out to every f**** residence in the whole city and beyond, his head looked like it was going to explode into the stratosphere.
Me: "There's a good 50,000 households within driving distance of here. How many of them you think might benefit from knowing you're the new guy in town and you've got all the best deals?"
Him "ALL OF THEM". (I'm not going to argue with his answer!)
Me: "Yeah, and that's not even counting the people that will tell their friends and family, right?"
Him: "Can't beat word of mouth blah blah.."
Me: I show him some of the postcards I've sent out with local businesses so he knows I'm credible—although it probably didn't matter.
"You buy a stamp and send this out it's almost a dollar in postage. You have these printed at that shop down the road the postcard costs almost a dollar just to print with this kind of gloss. That's why these big guys are spending $100,000 to send one of these *******s to every home in the city. But that's why they're big too, right?
Him: "That's why I'm trying to get this billboard up, do some big newspaper ads, website, blah blah blah"
At this point, I've got him:
- ridiculously excited about a giant glossy postcard with his business on it
- ridiculously excited about the potential of every single person in driving distance knowing about his new shop
- agreeing with my ridiculously high pricing logic
and most importantly:
- salivating at the mouth of wanting his own postcard out
- not giving one flying crap about response
After explaining how I"m able to get printing and mailing so cheap (special printing relationships, low overhead) and the fact that we're willing to SHARE the card with him if he wants to ride along on a 50,000 piece mailer we're doing next month... he's faced with an incredible opportunity with an even more incredibly urgent time-frame since my company is going to send the mailer to press next week in time for the March Mailing.
It will only cost him 40 cents each!
That's $20,000. He wrote a check for $10,000 and we ran his credit card for $5,000, with the balance due next week when he moves money around. I have no clue how he has all this cash nor do I care.
My cost for the salesmans commission, design, printing, and postage... about $15,000.
So I'll do basically zero technical work, I'll make $5,000 profit and I get fifty thousand 8.5x11 postcards sent out free for my remodeling company, just in time for spring.
My new client gets his business made "aware of" to 50,000 locals and he could care less about how many respond. He just wants everyone to know he's the new guy in town with the best deals and service.
He's got a picture painted in his head of 50,000 people holding a giant glossy postcard in their hands looking at with his business on it in full gleaming color. He'll probably still buy that billboard too, if I sold billboards I could probably make a few more grand.
Yes I'm a direct response guy, but I'm not a brand-killer. And I'm not one to turn down fifty thousand free mailings, thousands in cash, and a couple of keystrokes to get the job done and over with.
It doesn't always work out this way but please take advantage of EDDM and offer it to your prospects & clients. Sorry I don't have a wordpress plugin that will help you find these people. Don't be a baby, get out and talk to some business owners ffs.
Byotch!
Deliver Bigger.