A tip for those selling autoresponders/email marketing

by ShayB
0 replies
One of the things that you can do to help make it easier to sell a business owner on the idea of getting an autoresponder and or using e-mail marketing is to put it in the perspective of that particular companies buying cycle.

A buying cycle or a repurchase cycle is simply the cycle of buying, using the product and then restocking it or replacing it.

A cycle can be short - for example, buying groceries is usually a weekly or every other week thing.

For something like cosmetics, on the other hand, you can have a buying cycle of about three or four months. for haircuts, it's generally in the ballpark of about six weeks in between trims.

Dentists? Six months between cleanings. Pediatricians? Annual visits, at a minimum.

Cars? 3 to 5 years or more.

You get the idea.

BTW - If you have a pediatrician that you are working on as a client, I'll give you a hint on how to sell an autoresponder reminder service.

Have a special list set up for the moms that have newborns. Set up the auto responder message system to send out reminders for all of the appointments that they are going to need for the first year.

You can find the recommended immunization schedules and recommended doctor visit schedule online - or you can ask the individual pediatrician what schedule they recommend and tailor it.

So, for example, for the first year you would have a two week, two-month, four month, six month, and one year checkup. You can also have general tips and information that can go out in between these things. (For example: you can have a list of symptoms that indicate an immediate call to the pediatrician is warranted - a fever over a certain temperature, listlessness, etc.) (Note - the trick is making sure they sign up at the right time, or the email timing will be off.)

It costs the doctor less than sending out mailings or having their staff call for reminders. the doctor can also say to the patient's parent to make sure they print out the e-mails for future reference - which means that your open rate will skyrocket, and that's what the doctor wants anyway, right?

If you're working with a client with a reasonably short buying cycle, it's a much easier sell than it is for clients with something that's longer.

Most clients know what their buying cycle is, and they know that when it comes time for a customer to repurchase or restock or whatever that it's important for them to have their name in front of the customer so they don't go to someone else.

If you are setting up an autoresponder campaign for a client, it's always a good idea to have - at the very least - a message in the queue around a week or so before you would anticipate they would need to restock that simply remind the customer to come and see your client to get a refill/new widget/etc.

I know that this is probably very basic stuff for most of you, but maybe some of the new people can benefit from it.
#autoresponders or email #clients #marketing #offline #selling #tip

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