|
Part 4 of a four part series By Michael Hepworth, from choice Magazine
Sponsored by: 
NEVER COLD CALL AGAIN - GETTING QUALIFIED PROSPECTS TO CALL YOU
Michael Hepworth is the StreetSmart Marketer; coach, mentor and author. The StreetSmart Marketer guides business owners to out-perform; their history, their competition and their expectations. More free practical marketing tips can be found at www.streetsmartmarketer.com PART FOUR: NURTURING YOUR LEADS In part 3 we shared some great tips on how to develop publicity about your bait piece. In this fourth, and final, email in the series we'll look at how to nurture all your leads - and turn them into clients! The majority of people who read about you will not contact you, so don't be disappointed if the number is small. Keep sending out articles and press releases to appropriate media and soon you'll see the cumulative effect of your efforts produce results. Of those people who contact you a number will not buy, but this doesn't mean they are not interested. Sometimes people take a long time to make a decision to buy, particularly if you sell big ticket items. The key is to develop a systematic follow up process so you stay in touch and they don't forget about. If you don't stay in touch, most people will have forgotten about you within 30 days. In fact this is where your sales process begins in earnest. Each contact should move them towards buying from you and gaining a dominant position in their minds through the relationship you build with them. Here's what you need to do through your on-going contacts with prospects: Continue educating them on the most effective ways to solve their problem. Newsletters are a simple and cost effective way of doing this. Direct Mail is very effective, but can be expensive if you have a large list. You need to warn your prospects of the dangers of no action, as this is what most will do. Guarantees reduce the risk for the buyer. Remember the bigger and bolder the guarantee the more effective it becomes. With your guarantee increase urgency with:
And finally think about the psychological advantage you have if instead of you calling out to people who are unsure of who you are and how interested they are in what you do, you only take calls from people who have sought you out because they recognize they probably need your help. This puts them in a position of need and you in a position of power. It's virtually impossible to obtain this advantage with any sort of outreach program. Michael Hepworth is the StreetSmart Marketer; coach, mentor and author. The StreetSmart Marketer guides business owners to out-perform; their history, their competition and their expectations. More free practical marketing tips can be found at www.streetsmartmarketer.com Feedback
is welcome at ExpertSeries@choice-online.com
choice
Magazine
customer
service phone: 310-941-7249
|
