How To Follow Up To Turbo Charge Your Marketing Results

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Everyday you can witness a terrible waste of money and this crime is committed by large and small business

alike. You’ll see hard earned profits needlessly squandered in the name of advertising or promotions.

Are you guilty? Let us ask you this question, “Have you ever sent a mailer or brochure out and simply didn’t follow

it up? If your answer is, “Yes” You’re Guilty. By properly following up all of your advertising and promotional

efforts you can massively increase your chances of securing a new customer or client or a profitable order. Here is

how to successfully do it.

Are you upsetting the very people you want to do business with?

Using the telephone for selling just gets tougher all the time. In the UK, there is now the TPS – Telephone

Preference Service, and the FPS – Facsimile Preference Service – that makes it a crime to call people or

businesses listed on the register. In the U.S., the government set up a ‘Do Not Call’ list in which more than 50

million people signed in the first few weeks.

The point is that telemarketing is starting to really bug people – to the point that it may soon be illegal in some

countries. And, even if it’s not made illegal, millions of people and business owners are saying loud and

clear: “Don’t call us!”

However, the use of the telephone we’re going to discuss now with you is slightly different. It involves making

follow-up calls to people and business owners on a mailing list to whom you have recently sent a written sales

letter, or some other form of marketing materials. Studies show that when you combine a follow-up call with an

advance sales letter, successful sales can be increased by a massive 300% to 1,000%!

That’s a response booster too powerful to ignore. But because unsolicited sales calls by telephone are obviously

repugnant to many people who just can’t stand being disturbed in their homes or offices, this is a technique that

must be used with caution. www.nichetrafficlocator.com

How to get permission to call…

One way to get around the sensitivity of telemarketing is to get customers or clients to provide you with permission

to call them. Or, use your sales letter to encourage people to call you by providing a free-phone number and the

promise of a fantastic offer if they do so. This is called ‘in-calling’ rather than the more difficult ‘out-calling’. You

can also get customers’ phone numbers and get their permission for you to call them occasionally to make quality

assurance checks, or you can provide them with a free-phone ‘help-line’ and encourage them to call it whenever

they have a question or a problem.

Anytime they call, you also gain an opportunity to ‘pitch’ them and make another sale, or up-sell them something

associated with what they’ve already bought.

Another technique is to include in your sales letter this sentence or something similar, “Unless I hear to the

contrary, I’ll telephone you………. To briefly discuss the enclosed and answer any questions you may have.”

Once you’ve made a sale to someone you can assume it’s okay to call him or her from time to time. The customer

or client may even appreciate your effort to make sure he or she is happy with you product or service, and you call

to make sure everything is all right. When you couch your telephone messages in these terms, you create a

whole new atmosphere and attitude about the phone call, and you prepare the situation to start making new

additional sales. Remember, if you are proud of your products or services – you know they add value to people

it’s your duty to make people aware of them.

Instant sales

• When you do call, always offer irresistible deals; make great offers, such as:

• Try our product or service free in your home or business for 30 days with no further obligation to buy.

• You are hereby invited to an unadvertised sale only a select few are being told about.

• We’re offloading excess stock, and if you come in and buy now, you’ll save 50% to &5% on your purchase

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Plan, well and have your phone calls pre-scripted, but train your staff not to sound like they’re robots reading

canned sales pitches. They should sound natural, friendly, helpful, polite, at ease and eager to please. Telephone

contacts are also excellent opportunities to gather market research, to ask your customers/clients questions about

their need and please carefully listen to their answers.

Using the telephone for marketing probably has never been tougher, yet this selling tool is simply too powerful to

ignore – and if you do so it’ll be at your peril. Handle your telephone selling efforts with intelligence and care –

and focus on in calling rather than cold calling, and you can realise enormous benefits and increases in sales, or

at the very least, find new leads and make new customer/client contacts.

Our recommended reading if you want to create your own powerful sales letters and telephone scripts is, ‘Stop

Cold Calling Forever’ by Anthony Parinello.

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