Today you’ll learn how to craft cold outreach that works; use direct mail marketing and, yes, telemarketing to your full advantage. I know, the word “telemarketing” might as well be four letters, but there is a way to help customers feel like they are getting personal attention and keep them from blocking your number!
With the success direct mail marketing has had in the past, even with the shift to digital marketing, direct mail campaigns can be used as a powerful marketing tool for your success. Telemarketing is best for high priced, high margin products/services.
Here are the key steps to putting together a highly effective direct mail marketing program:
- List all benefits customers will get from the purchase of your products and services.
- Pick the single most powerful benefit out of that list.
- Build an attention-getting headline around that benefit. Remember to use emotion; fulfill the desire to be young, wealthy, wanted, popular, or successful.
- Develop a sales letter using the headline you created to grab attention, provide information, and motivate customers to act.
- Put together supplementary items, such as a brochure, order form, reply envelope, or note that encourages them to read the letter.
- Rent or purchase a mailing list.
- Compare cost of mailing vs. cost per order.
- Continue to test and refine your direct mail marketing plan.
You can see how direct mail marketing will help you find a local or even country-wide target market to send letters or postcards to and develop a new customer base. Testing and fine-tuning your marketing campaign will bring better results and continue to lower the overall cost of the campaign.
To be successful in telemarketing you need to:
- Put together a plan, so you know exactly what you want to accomplish during the call.
- Develop a list of topics to discuss and the questions you want to present around these topics.
- Add verbiage checking to see if you are calling at a good time.
- Include enough questions to keep the conversation interesting, but not too many to sound like you are interrogating.
- Start with broad questions and narrow your focus as the conversation continues.
- Offer feedback to show the other person that you are paying attention and appreciate their time.
- Don’t insult their intelligence or manipulate them.
- Listen first, talk second.
- Be relaxed and conversational.
- Be prepared to shift the conversation based on the prospects’ answers and personalize the questions and benefits of your products/services to them and their needs.
Telemarketing doesn’t have to be the trauma it’s made out to be. You can put together an honest, personal, and effective telemarketing campaign that is engaging, informative, and gets the job done. Think of how you would want to be treated on a marketing call. Ask your friends and family what they hate most about the telemarketing calls they get and work hard to craft your plan in a better way.
“When selling by telephone, you have approximately thirty seconds to convince the customer to listen to you. You need an opening statement that captures their attention, conveys who you are, what you want, and why the prospect should listen.”Jay Abraham
It’s easy to see how cold outreach campaigns like direct mail marketing and telemarketing can positively affect your business by bringing in new customers and increasing the level of awareness about your products, services, and company brand. Our Business Academy offers the resources and tools you need to work through these processes and put together the best marketing plan you can, take the guided tour to learn more.
What does Direct Response Marketing mean? Direct response marketing is marketing that demands a direct response from your potential customers. This type of marketing is simply marketing that works. It’s used to answer questions, present your branding, products, and the reason you do what you do. Customers love this, it generates great customer engagement, as they are offered the opportunity to respond, by signing up for a newsletter, downloading helpful information, posting a comment on your site or blog, or purchasing a product from you.
Oh, you want more specifics such as what does direct response marketing look like? It comes in many forms, including:
- Direct mail
- Print ads
- Radio and TV ads
- Coupons or other incentives
- Digital Ads
Some of the benefits and advantages of direct marketing that your business will see are:
- It’s something fun to spend time testing when you have some spare time during your slow season in business
- It’s a productive way to communicate with businesses and empower you to create more relationships
- It’s a great way to reach out and up-and cross-sell to current customers
- It’s a low-cost way to find new business
- It’s used as leverage to turn small sales into large sales
- Supplement your current marketing program
- A cost-effective way to reach specific target markets
- Offers measurable results
- Try to reach outside your local area for new business
- Help increase the effectiveness of your sales force
These are all great benefits that can come from taking a little time into putting together a direct response marketing plan and executing it.
“I honestly don’t think you’ll ever find a safer, lower-risk, higher-profit method of increasing your business or profession than direct-response marketing”Jay Abraham
Direct response marketing is one of the best ways to launch your business on a large scale and reach out to everyone in your target market; in your local area or outside your local area. Our GUIDED TOUR can help you put together a great direct response marketing plan and get your business on the path to increased success with marketing that works.
Today I’d like to teach you about the three most important start up marketing tools you need to get and keep new customers.
- In person: It’s essential you meet with customers/clients in person whenever possible. This shows you respect them and take the time to work with your clients to give personal attention to each of them.
- Follow up letter: Always take a moment to send a follow up letter about what you talked about, new agreements or partnerships made and to thank them for taking the time to meet with you. Likewise, you should always send thank you letters or small gifts to partners you find success with.
- Phone call: Use a telephone call to follow up with them to talk again about the matters you talked about in your meeting and offer any assistance you can to help their business run smoothly and more successfully.
None of these will work if you don’t have a quality product/service to back you up!
Here are the key steps for putting together your start-up marketing tools:
- Research potential customers, buyers, competitors and their preferred methods of distribution.
- Talk to potential customers. Take a hard look at your product from a customer’s perspective and see what it needs to be successful.
- Follow up with your 3-step process from above.
- Develop systems for contact follow through, quality control standards and customer service.
- Develop post-sale follow up system to keep lines of communication open is customers and build on your current relationship which increases future purchases.
“Marketing and innovation produce results; all the rest are costs” Peter Drucker, management consultant
Here’s another one I love from an icon:
“If there is any one secret of success, it lies in the ability to get the other person’s point of view and see things from that person’s angle as well as from your own.” Henry Ford, Founder of Ford Motor Company
This lesson has offered you the tools to put together a start-up marketing plan that can be used over and over again to help your customer base and business grow in a manageable way. The tools offered in our FREE test drive offer these very same things.
Today you’re going to learn how to find a target market of potential customers so you aren’t wasting precious resources on blitz marketing. So, the two questions you have to ask yourself are:
- What do people really want to buy from me?
- What related products are they already buying?
Once you figure this out you will know who is more predisposed to purchase your products/services. Then, you find other businesses with the same customer base who you can customer share with. Come up with an incentive and great arrangement to encourage both of your customer bases to shop at both of your stores.
The basic concept is this:
You want to find existing businesses who have the customer profile that you are looking for to market your products/services to.
Then strike up a relationship with those business owners to work out an incentive for customers to purchase from both businesses.
As a result, you have an audience to market to and they generate an added value from their current base.
So, how do you figure this out? There is a great formula from Jay Abraham you can follow with great success.
LV = (P x F) x N – MC
Here’s what it all means:
- LV is the life time value of a customer
- P is the average profit margin from each sale
- F is the number of times a customer buys each year
- N is the number of years customers stay with you
- MC is the marketing cost per customer (total costs/number of customers)
Once you know how much you need to spend to attract a new customer, you will know how much of an incentive you can offer to a business to help attract new customers.
So, here’s your step-by-step process:
- Find companies who already have the customer base you are looking for.
- Negotiate an incentive for them to share that customer base with you.
- Focus your marketing resources to this group of predisposed customers.
If you need help working through this process, check out our FREE test drive for the most comprehensive system of marketing tools and resources.
Educate them about what, you may be thinking. Well, consider this, many businesses focus solely on attracting new customers, but you NEED to spend a good chunk of your time retaining current and former customers. These are people you already know to be a good sales potential…they’ve already bought from you!
Take the time to market and sell new products to your old customers and less time trying to sell old products to new customers and you will see a drastic change in your sales, customer quality and branding position.
Here are a couple of key elements to use to retain your current customers:
- Stay in contact: This means by phone, email, e-newsletter, in person-by pigeon if you have too!
- Post-Purchase Assurance: This means you need to follow up with customers. Your customers need to feel like they are being supported for their purchase and with the item they purchased. How many times have you purchased a product, then felt completely abandoned? Something as simple as a Thank You note with your contact or customer service information can go along way in retaining a great customer.
- Deals & Guarantees: Always offer your current customers the best deals and guarantees you have. Show them you appreciate their business or even come up with a club specifically to reward loyal customers. You can also do this with a preferred pricing option.
- Integrity: Using good business practices and simply upholding integrity, dignity and honesty go along way with customers. Let’s face it, there’s a lot of swindling and crap out there and the safer and more confident you make your customers feel, the more they will trust you and that makes for an amazingly supportive and loyal customer.
There are three cornerstone ideas to a successful business:
- Quality product/service
- Offering useful products/services that solve a problem for or enhance the life of a customer
- Offer subjects your customers find interesting
Use this approach of educating your customers and offering them real information and insight and you will be rewarded with loyalty and success.
Stop wasting all your time on new prospects while your current customers fall by the wayside!
As Jay Abraham says, “Your best prospects are your existing customers. If you’ve been putting all your marketing efforts into acquiring new customers, stop and diverts some of your resources into reselling, upselling, cross-selling to those same customers. In every ways possible – through package inserts, regular mailings, special offers – stay in touch with those customers and get them used to buying from you.”
So, there it is! Remember, our FREE test drive can help you put together the resources and tools to do exactly that. We can help you educate your customers and you can watch the benefits pay offer many-fold.