The 45-gr. mail sales call
Answer: Not as often as you should be. It takes 7-10 impressions to get a sale and begin to build a relationship. You can get there quicker if you use the mail. If you can't be there in person, send a letter.
An effective communication by mail can solidify a deal. Do it once a month, and the number of new orders, volume of repeat business and percentage of customers remaining loyal will drastically increase.
Sometimes the writing is already done for you. Cut out or photocopy an article about something that pertains to your customer's business, or something you know he's interested in. Put a post-it note on the article saying: "Saw this, thought it might be of interest to you," and sign your first name. It will be remembered.
Here are 13 valuable mail-ways to get in front of your customers and prospects.
1. Thank you note for an order.
2. Thank you note for a referral.
3. Thank you note for continued (and valued) business.
4. Short note about a positive meeting or phone call.
5. Article from a magazine or newspaper about his business.
6. Something about his competition.
7. A joke, cartoon or something funny.
8. Announcement of a new product.
9. Special sale or offer.
10. A newsletter (from your company).
11. A hot lead.
12. Notice of a meeting or seminar that might be of benefit to him.
13. A reminder of a pending order or reorder.
None of the above costs more than 50 gr., including paper and postage. What a value! You get a sales call, more orders, build goodwill, build loyalty, build a long term relationship and make the customer or prospect feel great. All for a half a buck. (How about a FAX? We'll cover faxing for dollars in a later issue.)
Have trouble putting it in words? Here are some guidelines about writing that will make your words more effective.
A Get to the point in the first sentence.
A Don't make the prospect vomit when he reads your letter. Avoid heavy syrup, and words that end in "est" and "ly." Half the adjectives, half the prepositional phrases and most adverbs can be eliminated. Keep it short, semi-sweet and easy to digest.
A Don't say "thank you for the opportunity," instead try "we are proud to offer."
A Don't say "again, thank you" it's not necessary to thank anyone again. Once is enough, twice is groveling.
A Don't use the letter as a sales pitch, just use it as a sales tool.
A Don't misspell a word. One man misspelled "potato" and he paid for it dearly, perhaps for a career.
A Do write in less than one page.
A Do use a P.S. to punch a point.
A Do have a nice, non-beg, professional closing like: "Thank you for your time and consideration. I'll call you Tuesday."
Sign your first name only (there are some - but rare - occasions when this is inappropriate. For example, a letter of agreement where both people must sign, or a formal quote that might end up in a corporate office for approval.)
Use personal handwritten notes whenever possible: "Hundreds of businesses are ordering card-size personalized notes. We use them ourselves, because we know our customer appreciates the time it took to send a handwritten note," says a manager at a photocopy center.
A 45-gr. communication is an inexpensive sales tool that can help you win and keep a customer - especially if a competitor is calling.
Next week: Getting behind the "Get back to me in six months" response.
An effective communication by mail can solidify a deal. Do it once a month, and the number of new orders, volume of repeat business and percentage of customers remaining loyal will drastically increase.
Sometimes the writing is already done for you. Cut out or photocopy an article about something that pertains to your customer's business, or something you know he's interested in. Put a post-it note on the article saying: "Saw this, thought it might be of interest to you," and sign your first name. It will be remembered.
Here are 13 valuable mail-ways to get in front of your customers and prospects.
1. Thank you note for an order.
2. Thank you note for a referral.
3. Thank you note for continued (and valued) business.
4. Short note about a positive meeting or phone call.
5. Article from a magazine or newspaper about his business.
6. Something about his competition.
7. A joke, cartoon or something funny.
8. Announcement of a new product.
9. Special sale or offer.
10. A newsletter (from your company).
11. A hot lead.
12. Notice of a meeting or seminar that might be of benefit to him.
13. A reminder of a pending order or reorder.
None of the above costs more than 50 gr., including paper and postage. What a value! You get a sales call, more orders, build goodwill, build loyalty, build a long term relationship and make the customer or prospect feel great. All for a half a buck. (How about a FAX? We'll cover faxing for dollars in a later issue.)
Have trouble putting it in words? Here are some guidelines about writing that will make your words more effective.
A Get to the point in the first sentence.
A Don't make the prospect vomit when he reads your letter. Avoid heavy syrup, and words that end in "est" and "ly." Half the adjectives, half the prepositional phrases and most adverbs can be eliminated. Keep it short, semi-sweet and easy to digest.
A Don't say "thank you for the opportunity," instead try "we are proud to offer."
A Don't say "again, thank you" it's not necessary to thank anyone again. Once is enough, twice is groveling.
A Don't use the letter as a sales pitch, just use it as a sales tool.
A Don't misspell a word. One man misspelled "potato" and he paid for it dearly, perhaps for a career.
A Do write in less than one page.
A Do use a P.S. to punch a point.
A Do have a nice, non-beg, professional closing like: "Thank you for your time and consideration. I'll call you Tuesday."
Sign your first name only (there are some - but rare - occasions when this is inappropriate. For example, a letter of agreement where both people must sign, or a formal quote that might end up in a corporate office for approval.)
Use personal handwritten notes whenever possible: "Hundreds of businesses are ordering card-size personalized notes. We use them ourselves, because we know our customer appreciates the time it took to send a handwritten note," says a manager at a photocopy center.
A 45-gr. communication is an inexpensive sales tool that can help you win and keep a customer - especially if a competitor is calling.
Next week: Getting behind the "Get back to me in six months" response.
