by David Tandet
You want to make the sale. And so far, you’re doing everything right. There was a successful initial contact with your target audience group, you’ve got a service or product that’s perfect for your prospects, and . . . you’ve seen only a very light response. But successful sales means successfully closing sales.
So what’s the problem?
Well, your methods for closing sales may be fine - as far as they go. The problem is often the same one found in sports, where so many forehands and golf swings fail to carry balls to their targets: lack of follow through.
In these days of dropped phone calls, heavily-filtered emails, and tons of messages coming at folks from every conceivable corner, it’s more important than ever to practice strategic follow-up marketing.
One contact will sometimes make the conversion to sale, but when you consider the odds, a nonexistent or ill-conceived follow-up marketing strategy is a risky proposition.
Now then. What exactly do you do to follow-up?
If you’re sending email, you certainly don’t want to transmit any version of your message that comes anywhere close to spam. For that matter, why would you want to risk irritating your potential consumer or business to business prospect in any manner whatsoever?
Writing that closes sales is effective when your best message is delivered in the proper format. I’ll make sure you’ve got it right on both counts.
Here’s part of an email we sent to a client’s prospects after he’d made initial contact with all of them at a trade show. The email draws attention to my client’s partnership with a company every prospect has a positive connection to:
Encompass and ReallyGreat Rate: New Partners!
See the latest press release announcing ReallyGreatRate’s new partnership with Encompass. Now Encompass subscribers have the most convenient way ever to purchase ReallyGreatRate, Inc.’s real-time, quality-controlled leads. We’d like you to join the celebration: for a limited time, ReallyGreatRate is offering 10% off the price of your first order as a new partner with us.
Have you been lax about your follow-up marketing? Well now there’s no excuse! Contact me. Together we’ll figure out the best way to make sure you’re on your prospects’ positive radar screens.