Take-Away Selling: How I Signed Up 6 Clients After Mailing My Client Getting Letter

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Hi Guys,

I posted my 35% Percent Response getting letter here.

And most readers loved it.

FULL DISCLOSURE:

I'm in the process of rewriting it.

I want to increase the number of pages.

Sometimes though, I think, if I should just rather concentrate and run my business rather than come here to post.

Forgive me. I'm not ranting. It's just that sometimes, people's flaming comments on posts where you want to offer advice and help discourage the giver.

But again here I am. Yeah, I'm a sucker for self-inflicted pain. :-)

Today I want to give a back-ground process to what happens after we send out our letters.

Please this approach may not work for all. You have to test it and see if it works for you.

Over here, it does well for me.

And let me be clear.

I did not invent the process. I learnt it from studying Dan Kennedy.

He calls it, "Take-Away Selling"

Brilliant concept if you ask me.

"Take-Away Selling" involves not appearing desperate/needy to a potential client.

It involves building up value.

It involves showing a client what you can do for them and what you can help them achieve in their business, versus what you can sell them.

I believe the mistake a lot of folks make in offline consulting is they try to pitch the latest SMS campaign, the latest Facebook product or some fancy whiz-bang postcard.

All these are tools you'll use to help a business owner achieve their goals.

And what are these goals?

SIMPLE.

There are ONLY two things a business owner wants:

1. Increase his number of customers

2. Increase his profits


If you can show any business owner you can help them achieve this, then you have yourself a client.

He doesn't want to buy the latest, fanciest, whiz-bang product you have on offer

Have this at the back of your mind and you will always be on the right track.

So on to my client getting process...

Now here's what happens after this letter goes out:

Step One

We use a dedicated phone line to receive calls for responses from this mailing.

When The call comes in . . .

An assistant (female) takes the call.

Why do we do that? Why do I NOT take the call myself?

Simple. I want to appear busy.

My assistant takes the prospect, and after observing the call is in response to the salesletter, apologizes for my inability to talk to them at the moment.

She explains we are very busy working with clients and proceeds to take down their contact details.

Then she tells them, I will call them back within the next twenty-four hours.

This is critical.

I have noticed that people want to work wth peoplein demand. People always think that when you are busy, then you surely know what you are doing!

Of course this is not correct all the time, but that's the perception. In selling and business, perception is EVERYTHING!

Step Two

My assistant passes me the customer details so I schedule all calls to the business owners to go out at around 2 - 3 p.m.. I chose this period, because then most people have started winding up to close the day's business.

There's lesser resistance and the business owners is calmer

When I finally speak to the business owner, I thank them for reading our letter and ask if they have implemented the tip I gave them.

They mostly say "No, that this is why I'm calling."

Then I ask what they how I can help them.

They mostly say, "We want you to come in and talk about these marketing opportunities with us."

Then I book an appointment. This appointment usually will be within 3-5 days.

When I get in there, I use a questionnaire and try to find out everything about their business. PLEASE do not meet a client without a questionnaire. Using one, simply boosts your credibility and value 1,000%!

I have some 20-30 questions, sometimes more in my questionnaire, which I use to qualify clients.

Why do you need to qualify clients?

First off, you want to know if they are a good fit.

You want to know:

How is their business doing?

Is the business knocking on death's door? (Sometimes you need to know, so that you don't bite off more than you can chew).

Can they pay for your services? (There's no need working with a business that can't pay you. You're in this to make a living. Don't lose sight of that fact)

So here's a sample of my questionnaire. Please use this as a guide. Your situation may be different. Create your own questionnaire by modelling it according to your goals.

Business Questionnaire

1. What's the name of your company?

2. What's your office address?

3. What is the nature of your business?

4. How long have you been in business?

5. How many customers do you have currently?

6. What is your average product price point?

7. Why should I be working with you? Why do you think we should help our business increase?

. . . and so on and so forth.

I ask questions about sales, USP, marketing, list (customer database),

I have about 49 questions in my questionnaire. Unfortunately for obvious reasons, I will not share it on a public forum.

So there you go.

Now let me sound a note of warning here.

If you currently use a questionnaire and mine above bears any resemblance to it, it's purely coincidental. We are in a similar business, so you have to understand that sometimes, we may have and use similar resources.

With that said, I hope this post has helped you.

You have any questions? If you do, let's have them.

God Speed.

Ronald

P.S. In a few days when I can spare the time to come back here, I'll post my complete process for customer getting,

That one I can share.

Again, God bless you as you strive on.

P.P.S. If you can, sign up for Dan Kennedy's GOLD newsletter. You'll learn loads. Find it at GKIC: Small Business Marketing | Marketing For Small Business | Business Marketing
#client #clients #dan kennedy #letter #mailing #selling #signed #takeaway
  • Profile picture of the author imwarrior84
    Thank you for the share great tips
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    Please do not use affiliate links in signatures

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    • Profile picture of the author Ronald Nzimora
      My pleasure Brother.

      God be with you.

      Originally Posted by imwarrior84 View Post

      Thank you for the share great tips
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  • Profile picture of the author FormerWageSlave
    AP, is that you? j/k

    I wish that all business owners cared about, was sales and profits. In addition to video marketing I am trying to be a true consultant and I'm finding it more challenging than I thought.

    When I can get in front of a business owner, often times I feel like I spend a lot of energy getting them to focus on ROI and my performance because I don't want to be just a service provider.

    Instead they're more focused on what color the website will be, what font they want to use, can we put SMS marketing on their Facebook page, etc.

    I know I need to do a better job at prequalifying or some kind of early education... or something, but since I see so many people come in and make the claim that business owners don't care about the latest whiz bang technology, I respectfully disagree. I deal with it weekly.
    Signature

    grrr...

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    • Profile picture of the author Ronald Nzimora
      Hi FormerWageSlave,

      Who's AP?

      :confused: :confused: :confused:

      I am Nigerian, black and proud of my heritage.

      Lemme stop here before this statement turns into a fight. Things have a funny way of getting out of hand here on this forum.

      Well, as to your comments . . .

      When you first get started these things are confusing, I will not deny that.

      But then that's life.

      We get born, then learn to walk, stand, walk and then run!

      So it is with business.

      Take it one step at a time.

      Seek advice.

      Test different scenarios. I'm sure you'll get the hang of it with a little time.

      Go get yer money!

      Cheers,

      Ron

      Originally Posted by FormerWageSlave View Post

      AP, is that you? j/k

      I wish that all business owners cared about, was sales and profits. In addition to video marketing I am trying to be a true consultant and I'm finding it more challenging than I thought.

      When I can get in front of a business owner, often times I feel like I spend a lot of energy getting them to focus on ROI and my performance because I don't want to be just a service provider.

      Instead they're more focused on what color the website will be, what font they want to use, can we put SMS marketing on their Facebook page, etc.

      I know I need to do a better job at prequalifying or some kind of early education... or something, but since I see so many people come in and make the claim that business owners don't care about the latest whiz bang technology, I respectfully disagree. I deal with it weekly.
      {{ DiscussionBoard.errors[6065441].message }}
  • Profile picture of the author FormerWageSlave
    You didn't address it...

    You say all business owners care about is profits. My experience tells me different.

    Defend!
    Signature

    grrr...

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    • Profile picture of the author Ronald Nzimora
      Ha ha Bro.

      No need to work me over, k?

      Just kidding.

      I speak from my own experience.

      Over here all I hear when I walk into a clients office is, "I hope you can help me get more customers and increase our profits"

      They just sing the profit hymnals all the time!

      It's my job to show then]m that they need to put systems in place to get what they want.

      Perhaps, if you can tell me just what your exactly your experience is, I'll be able to help you?

      Ron

      Originally Posted by FormerWageSlave View Post

      You didn't address it...

      You say all business owners care about is profits. My experience tells me different.

      Defend!
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  • Profile picture of the author beeswarn
    Good God, another one.
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    • Profile picture of the author plot2020
      Thanks John55 This is great and finally you decide to help the fellow warriors again.
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      • Profile picture of the author Ronald Nzimora
        Thanks Plot2020!

        Couldn't keep away, .

        I hope to share even better stuff soon.

        Cheers.

        Originally Posted by plot2020 View Post

        Thanks John55 This is great and finally you decide to help the fellow warriors again.
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        • Profile picture of the author David Miller
          The two things you say business owners want are actually the same. Increased profits comes from more clients.

          What I've always based business owners needs on are these two things:

          Increased Profits and Reduced Costs
          Signature
          The big lesson in life, baby, is never be scared of anyone or anything.
          -- FRANK SINATRA, quoted in The Way You Wear Your Hat
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          • Profile picture of the author Ronald Nzimora
            Yeah, you're right.

            But I'm only saying what I ear from the business owners I meet.

            besides, increased profits DO NOT necessarily come from more customers. A business can keep it's customer numbers and still increase it's profits.

            Ron

            Originally Posted by David Miller View Post

            The two things you say business owners want are actually the same. Increased profits comes from more clients.

            What I've always based business owners needs on are these two things:

            Increased Profits and Reduced Costs
            {{ DiscussionBoard.errors[6069154].message }}

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