The following are 6 Ways to Turn Prospects into Clients and continue to sell to existing clients for a long time.
1. Understand your prospect
I’m often amazed at how this is misunderstood. If you don’t know the target audience for your product or service, you could be wasting a lot of time and money finding the right people to turn into leads or clients.
Research into who will most likely purchase from you is relatively easy and efficient. From there, you can build or buy lists for outreach. Shotgun blast campaigns are ineffective and inefficient. Knowing as much as you can about your prospect can only increase the percentage of success and enhance your Return on Investment (ROI)
2. Optimize your sales discovery call
In ‘traditional sales models’, you perform discovery after you’ve made contact with a target. With direct mail marketing, you have to perform reverse discovery.
In other words, assume you have the solution to a problem they didn’t know they had. Align their ‘needs’ with your ability. For example, you don’t know if they dislike yard work. Assume they do, point it out, and solve it with a simple headline: “Dream Landscaping – Have the perfect yard without lifting a finger!”
3. Overcome Objections
Put your most frequent objection out front. Don’t give the target the chance to have that conversation in their head, without you. “Having someone else clean your home might sound extravagant, or like a guilty pleasure. But did you know the average time spent cleaning each month is 23 hours?! Ask yourself this: what would you and your family be able to do if you could get that time back to spend on yourselves?”
4. Add an FAQ to your website
Consider adding a couple of FAQs to your postcard, make them easy to read/understand, and set them next to the Call to Action. What two questions are you asked the most? If the answers help drive business, put them on your postcard.
5. Keep perfecting your sales pitch
Rome wasn’t built in a day, and neither will your sales funnel. There are many different ways you can connect with targets who don’t respond to your initial postcard campaign.
I am a proponent of testing your message. By changing a word, or sentence, highlighting a different issue/resolution, changing a color scheme, or even an image on your postcard, you can spark renewed interest.
Perfecting your sales pitch means perfecting your campaign and its different versions (against the control) until you see the desired results.
6. Follow-up with prospects often
In my humble opinion ‘One & Done’ should be eliminated from college basketball AND postcard campaigns. Initial sales and leads are fantastic, but the goal is to get repeated business, and ongoing sales, and use those clients to attract others either via referrals.
Single-sales transactions and interactions won’t make the cut. Whether you’re introducing a new product wishing a client a Happy Birthday or acknowledging the anniversary of the first purchase they made from you, stay in touch.
You won’t have consistent repeat business if you aren’t top of mind. And you won’t be top of mind if you aren’t in touch with your clients and targets consistently.
Please contact our customer service team at 833-875-8800 if there is anything we can do to help you succeed.
