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September 11, 2010

6 Pointers on Prospecting Through the Mail

by fnbrinc

Why your foot in the door should be a postcard or envelope…

If you’re in sales, you probably put a great deal of time and effort into prospecting.  You talk with hundreds of people, repeating and refining your pitch – all in the hopes of getting to that one great prospect who’ll agree to a meeting.

Mail can make your job a lot easier. Just the act of sending a compelling offer to a prospect can make that person more inclined to talk with you when you follow up with a phone call. Here are 6 pointers to keep in mind:

1) Get attention
If you know what your prospects want, it’s not hard to get their attention. Think about the biggest benefit you can provide and spotlight it.

2) Make an offer
When you ask for a meeting, you seek the most valuable commodity a busy person has- time. Make it worth someone’s time to see you. Many companies have had great success by offering a special incentive in exchange for an introductory meeting.

3) Over deliver
Your letter offered a free DVD in exchange for the meeting. Hand your prospect a box of microwave popcorn along with the movie. Little gestures like this tell people that you can be counted on to deliver more than is expected.

4) Mail often
People will only do business with you if they trust you. Create a consistent contact schedule with a sustainable budget for your prime prospects and stick to it. Your name will become familiar to them and when they’re ready to buy, you’ll get a crack at the business.

5) Get a good mailing list
Professional marketers know that the quality of the mailing list accounts for at least 40% of the results. (Your offer and your mail piece design are the other important pieces). 

6) Test & track
By testing different mailing lists, offers and mail pieces you’ll soon learn what works and what doesn’t. It’s the proven way to eliminate ineffective marketing, improve your results and save money.

Adapted from Simple Formulas by the United States Postal Service.

Continue the Conversation
If you’d like to discuss the best ways to prospect through direct mail, call FNBR Inc. at 888-988-8148 or send us an email at info@fnbr.com.

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