How To Follow Up To Turbo Charge Your Marketing Results
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Everyday you can witness a terrible waste of money and this crime is committed by large and small business
alike. You’ll see hard earned profits needlessly squandered in the name of advertising or promotions.
Are you guilty? Let us ask you this question, “Have you ever sent a mailer or brochure out and simply didn’t follow
it up? If your answer is, “Yes” You’re Guilty. By properly following up all of your advertising and promotional
efforts you can massively increase your chances of securing a new customer or client or a profitable order. Here is
how to successfully do it.
Are you upsetting the very people you want to do business with?
Using the telephone for selling just gets tougher all the time. In the UK, there is now the TPS – Telephone
Preference Service, and the FPS – Facsimile Preference Service – that makes it a crime to call people or
businesses listed on the register. In the U.S., the government set up a ‘Do Not Call’ list in which more than 50
million people signed in the first few weeks.
The point is that telemarketing is starting to really bug people – to the point that it may soon be illegal in some
countries. And, even if it’s not made illegal, millions of people and business owners are saying loud and
clear: “Don’t call us!”
However, the use of the telephone we’re going to discuss now with you is slightly different. It involves making
follow-up calls to people and business owners on a mailing list to whom you have recently sent a written sales
letter, or some other form of marketing materials. Studies show that when you combine a follow-up call with an
advance sales letter, successful sales can be increased by a massive 300% to 1,000%!
That’s a response booster too powerful to ignore. But because unsolicited sales calls by telephone are obviously
repugnant to many people who just can’t stand being disturbed in their homes or offices, this is a technique that
must be used with caution. www.nichetrafficlocator.com
How to get permission to call…
One way to get around the sensitivity of telemarketing is to get customers or clients to provide you with permission
to call them. Or, use your sales letter to encourage people to call you by providing a free-phone number and the
promise of a fantastic offer if they do so. This is called ‘in-calling’ rather than the more difficult ‘out-calling’. You
can also get customers’ phone numbers and get their permission for you to call them occasionally to make quality
assurance checks, or you can provide them with a free-phone ‘help-line’ and encourage them to call it whenever
they have a question or a problem.
Anytime they call, you also gain an opportunity to ‘pitch’ them and make another sale, or up-sell them something
associated with what they’ve already bought.
Another technique is to include in your sales letter this sentence or something similar, “Unless I hear to the
contrary, I’ll telephone you………. To briefly discuss the enclosed and answer any questions you may have.”
Once you’ve made a sale to someone you can assume it’s okay to call him or her from time to time. The customer
or client may even appreciate your effort to make sure he or she is happy with you product or service, and you call
to make sure everything is all right. When you couch your telephone messages in these terms, you create a
whole new atmosphere and attitude about the phone call, and you prepare the situation to start making new
additional sales. Remember, if you are proud of your products or services – you know they add value to people
it’s your duty to make people aware of them.
Instant sales
• When you do call, always offer irresistible deals; make great offers, such as:
• Try our product or service free in your home or business for 30 days with no further obligation to buy.
• You are hereby invited to an unadvertised sale only a select few are being told about.
• We’re offloading excess stock, and if you come in and buy now, you’ll save 50% to &5% on your purchase
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Plan, well and have your phone calls pre-scripted, but train your staff not to sound like they’re robots reading
canned sales pitches. They should sound natural, friendly, helpful, polite, at ease and eager to please. Telephone
contacts are also excellent opportunities to gather market research, to ask your customers/clients questions about
their need and please carefully listen to their answers.
Using the telephone for marketing probably has never been tougher, yet this selling tool is simply too powerful to
ignore – and if you do so it’ll be at your peril. Handle your telephone selling efforts with intelligence and care –
and focus on in calling rather than cold calling, and you can realise enormous benefits and increases in sales, or
at the very least, find new leads and make new customer/client contacts.
Our recommended reading if you want to create your own powerful sales letters and telephone scripts is, ‘Stop
Cold Calling Forever’ by Anthony Parinello.
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