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.
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.