© 1998-2006 Thom Reece All Rights Reserved No matter what you sell--products, services, or causes--one of the key ingredients to your success will be the attention you give your sales lead follow-up system. Notice that I used the word system to describe your follow-up program. It's an important conceptual word. If you do not have a well planned, step-by-step system for lead follow-up you are leaving a lot of profits sitting on the table. It is widely accepted that it takes a minimum of five attempts to close a sale (any sale) before the customer has enough information and confidence to buy from you. If your idea of follow-up is to bounce one autoresponder message back to your on-line inquiry and expect the cash register to ring, you are in for a shocking surprise. You have heard often, and will continue to hear, that internet marketing is based on the building of relationships with your potential customers. It's true! Indeed, this is one of the true Power Principles of internet marketing. One of the great benefits of the internet is the ease and cost-effectiveness of relationship building. We must understand that our potential customer is inundated with competing advertising messages from various media--television, radio, newspapers, magazines, billboards, point- of-purchase, direct mail--and now the internet. All of these marketing methods attempt to build a relationship with its audience in order to make the advertising message credible and believable. Credibility and believability lead naturally to sales. The one media that stands head and shoulders above the competition is the internet. No other vehicle provides the opportunity to connect with your audience in such a timely and intimate way. Using the combination of web sites and email you have the graphical power of television and the intimate targeting of direct mail--without the associated high costs. It's a powerful combination. If you really want to 'Reach Out And Touch Someone', the way to do it is with the real Killer Application of the internet e-mail. The two most powerful e-mail tools for effective client follow-up are:
I can't say enough about what a regular newsletter or ezine will do for your bottom line. By communicating useful information to your clients and prospects on a regular basis you are building a strong bonding relationship with them. Over time, they will begin to see you as a partner in their success. The trust and friendship you have built through your newsletter will translate to added business and increased profits for you.
Thom Reece, the author of this article, is an experienced direct marketing consultant with 25 years of in-the-trenches experience. Mr. Reece's articles have been widely published in the regular business press (Home Business Magazine, DM News, Opportunity World, Cleaner Times, Profitable Glass Quarterly, Fairfield Business Letter, Retailer News Online, is a columnist for Money'N'Profits Magazine.) on dozens of web sites and numerous e-zines. He is a very accomplished platform speaker and seminar/workshop leader. For additional information on his speaking or consulting services you can visit his company's web site: On-Line Marketing Group or E-MAIL |
| ||
| ||
| | |
|
 |