I posted my 35% Percent Response getting letter here.
And most readers loved it.
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?
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:
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!
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.
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.
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