Creating
Mailshots Not Junk Mail
The industry success rate for mailshots
is less than one third of 1% and getting a response
may take more than five or six attempts. Only by
maintaining that contact will someone gain confidence
about using your services. With today’s technology
the costs of this approach will be more than outweighed
by the benefits provided you organise your approach
properly.
The wording and appearance of
your mailshots is critical. Remember, your mailshot
is someone else’s junk mail. Verbal contact
also helps and calling a potential customer not
only confirms that they are happy to receive letters,
but also gives the opportunity of arranging a meeting.
If you already use mail-shots
and telemarketing, e-mail could be your next approach.
Although care must be taken to avoid ‘spamming’,
now illegal under the recent Data Protection Act,
following a few simple guidelines should create
an invaluable means of communication. An email
newsletter can inform and supply information to
potential customers and is cheaper, quicker and
easier than sending letters. To stay on the right
side of the law, you should also remember to include
an unsubscribe option.
Emails are also good way of introducing
an associated web page or site - an essential requirement
for any modern business.
Using the rifle not the
shotgun
Many businesses make the mistake
of aiming at too big a target. Research your target
list thoroughly and only mailshot those that have
a need for your product.
However you do your mailshot,
a reliable database is crucial. Properly run the
database, will save countless hours printing letters
and could contain the critical piece of information
that gets you that new customer. Just as important
is to keep updating it. There is no point having
a potential customer database if salesmen do not
update it with information they have learnt through
other contacts. Even keeping a note of when you
spoke to a contact and about what might be crucial
next time you speak to them.
Cost effective sales solutions
No-one can sell your business
better than you and if your sales technique needs
improving there are plenty of sales gurus out there
ready to help.
But having a good sales technique
might not be enough to get you in front of the
potential customer in the first place. To do this
the Marlow Associates “Silent Salesman” can
provide you with a structured marketing plan that
includes the following:
- Assessment of the effectiveness of your existing
forms of marketing
- Advice on cost-effective marketing strategies
- Setting up a potential customer database and
training you on using it
- Research on what are your best qualities and
how you should benefit from them
- How to involve all staff in the sales process
As with all parts of the asktheexpert
business advisory programme, fixed fee packages
are available starting from £225 for a two-star
programme. For further details email adam@marlow-associates.com |
