Good Morning
Yesterday I sat down and talked to someone I hope will be a new client. He has a new business that is a service business. His customers are mostly businesses. He came to me to do a mailing. We talked, and I explained that we should narrow down his list to maybe 100 top businesses that he wants to do business with. Then we can spend more money per contact and do some mailings that will get opened and read (yes, if you are willing not to do what your competition is doing or care what they think).
We can also do multiple mailings. Jay Conrad Levinson in Guerrilla Marketing Attack stated that 4% of sales close after three sales calls, 10% after four calls, and 81% after five or more calls.
This would also get us businesses that could use his services now or the low hanging fruit. Almost all businesses stop at this point, which is about 5-10% of possible business. Another 10% will not use nor have a need for his services and the other 80% need more information and/or are not ready yet. By giving them the information they want and staying in contact with them, you will be the first to come to mind when they are ready and most receptive to your offers. And you will be the only one who they already know and hopefully like and trust.
So if you really want to get more sales, go after all the fruit.
Till Next Week –
Remember – Great Things Happen, But You Have To Take Action, NOW!
Philip Freedman
Doctor of Customer Retention
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