How To Transform Your Prospects Into Clients
I was reading an article about how to move someone from a prospect to a client, and I thought they had an interesting set of best practices. But the article was written from the perspective of having a prospect walk into your store, or maybe contact you over the phone. And I thought, ‘How did they get there’ and ‘What happened to even get them to the store’?
So I translated the list and related information to make it make sense for the direct mail postcard application. Do all of the things the author is suggesting, but tailor them to the very beginning of the sales cycle – reading your postcard!
These 6 Ways to Turn Prospects into Clients should help you get leads, get new clients, and continue to sell to existing clients for a long time to come.
- 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 is most likely to 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)
- Optimize your sales discovery call – In ‘traditional sales models’, you perform discovery after you’ve made contact with a target. With postcard campaigns, 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 how much (or even if) they hate 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!”
- 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?”
- Add an FAQ to your website – Okay, so of course we’ll be adding this to your postcard, but it’s the same concept, and it tracks with Overcoming Objections and proactive discovery. Put a couple of FAQs on the 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 the card.
- 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 maybe sentence structure, highlighting a different issue/resolution, changing a color scheme or even the image on a postcard, you can spark the needed response in a demographic or a niche of that demographic. Perfecting your sales pitch means perfecting your campaign and its different versions (against the control) until you see the results you want.
- 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 effect repeated business, ongoing sales, and using those clients to attract others either via referrals, references, social media impact, or any other way to get positive traction from sales. Single-sales transactions and interactions won’t make the cut. Whether you’re introducing a new product, shouting from the mountain top about a sale, or wishing a client a Happy Birthday or their anniversary of the first purchase they made from you, stay in touch. You won’t make 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 whenever possible.
Give Opportunity Knocks a call today. Someone once told me, ‘You never want the client to do the math’, meaning you never want the client to ask their own questions and come up with their own answers. We’ve got Success Coaches on stand-by, ready to help you design the best postcard campaign possible. Let’s turn those prospects into clients!