Guarantee you'll never lose another easy sale by getting your prospects to call you first
By Lew Nason
Insurance Pro Shop
Are you losing thousands of dollars in commissions and/or fees every month to your competition because you're not in constant contact with your clients, acquaintances, friends, family and your best prospects? Whose fault is it anyway, when the people you know go to your competition for the same products and services you're offering?
Quick, do you know the name of the company that cleaned the carpets in your home, or the glass company that replaced your broken windshield, or the plumber that fixed your pipes last time? If you don't know, it's probably because they've never bothered to keep in touch with you, stupidly assuming that you'll call them the next time you need them. But how will you call them back if you don't even remember who they are?
Are you absolutely sure that your clients, acquaintances, friends, family and your best prospects remember who you are and what services you provide? What are you going to do about it? You know their names. You have their addresses. You just need a quick and easy way to stay in touch.
Isn't it time for you to start treating your business like a business and protect your most valuable asset -- your database? Isn't your database the one asset over which you have total and complete control? Don't the most successful big businesses spend hundreds of millions of dollars every year making sure their customers and future customers think of them first?
So, if you want to be successful, shouldn't you be doing exactly what the big guys do? Stay in touch regularly, consistently, and forever. How are you staying in touch right now? How are you creating top-of-the-mind awareness and branding your image with your database -- your single biggest asset?
Let's guarantee you never lose another commission
It's time to face reality. Every day, your clients are being bombarded with radio, TV, newspaper, and direct mail advertisements that are designed to lure them to your competitors. In fact, aren't your competitors paying more attention to your clients, friends, family and your best prospects than you are?
Consider this: You've already put your blood, sweat, tears, and lots of money into attracting those people to your firm. Don't make the mistake of assuming that they'll automatically come back to you when they need additional services. You see, every month that goes by that these people don't hear from you, they'll lose 10 percent of their interest in ever coming back to you. So, in other words, if you have people that you haven't seen or contacted in five months, there's only a 50/50 chance you'll ever see them again.
Are you willing to take a chance of possibly losing them to another firm because you didn't make even the slightest attempt to stay in touch with them? You must contact your clients, friends, family and your best prospects each and every month and give them a reason to come back to you. (And give you referrals)
And, be honest with yourself. You can't just keep sending calendars, magnetic business cards, birthday card and holiday cards to the people in your database and expect to them to call you. None of this shows them you're really in the business, describes the services you provide, or how you actually help people. You need a contact system that keeps your name and services in front of them, so when they have a question or problem, you are the first one they call.
Newsletters build relationships, increases sales and get referrals
Here's what Master Marketing Guru Dan Kennedy said in his "No BS Marketing Newsletter" about marketing with newsletters:
Please Listen up: if you are not arriving at your clients' and prospects desks or doorsteps by mail (not e-mail) with a newsletter or similar piece, you have no fence around your herd; no foundation for asking for response to specific offers. Recently, a client showed me two virtually identical direct mail campaigns for two almost identical businesses, each to the same number of customers. One got a great response; the other got a nominal response.
The difference? The one that got a great response mails a monthly newsletter to those customers; the one who got disappointing results does not. So, one who shows up regularly to say "hi, how ya doing?" has a foundation, thus being more welcome when occasionally dropping by to say "Hey, buy this," the other one only shows up when he wants to sell you something.
Pleeeeze do NOT be a penny pinching fool about this either. Incredibly, people try every imaginable way to scrimp on this. What if I only mail every other month? What if I just put `em in a pile on the park bench in front of the local post office? And on and on... frankly that sickens me.
The last thing you want to cheat on is the foundation of your entire business: Relationship
---Dan Kennedy - No BS Marketing Letter February 2006
Newsletters help you to keep clients
Your current clients hold your best opportunity for future growth. A monthly newsletter helps you keep top-of-the-mind awareness with your current customers. When your newsletter arrives, your clients start to think about you. Issue after issue, your newsletter reinforces your relationship with your clients and gives you a way to tell them about products and services they may not know about.
Help you get new clients. Your newsletter will help you to get new customers. Informative articles give your newsletter what marketing pros call "pass-along value." Your newsletter makes it easy to pass on the information. Because people read newsletters as a publication and not as a marketing piece, a newsletter is a great way to tell potential clients about your business.
Help build credibility. When people read your brochure, they treat it as a piece of marketing literature. But when they read your newsletter, they treat it as a publication. Your newsletter also gives you the opportunity to tell people success stories about what you do and how well your products work. You can illustrate the benefits of your product or service with statistics and customer testimonials. Credibility is a huge benefit of a monthly printed newsletter.
Help you stand out from the competition. Since you are providing valuable information, you are differentiating yourself from other agents and advisors, especially those agents and advisors that do not send out client newsletters.
Help you brand your image. Branding is the art of making people aware of who you are, what you do, and how you're different from, and better than, the competition. You want to have a little bell go off in people's heads when they hear your name. You want them to say, "Oh, yes, they're the people who..."
So, there you have it. I simply can't say it any more clearly! Publishing a monthly customer newsletter is just smart business. Not doing so, no matter what you offer, is simply not smart. Don't let another month go by in which you'll lose more commissions to a competitor because they paid more attention to the people you know than you did.
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