Happy Friday, everyone!
This week's poll question is one I borrowed from a recent article by sales trainer Mike Brooks (you can get his free ezine, which I really enjoy, here):
What do you do to stay in front of prospects who are interested but maybe not ready to buy yet?
Looking forward to reading your replies!
I send them articles and facts about their particular industry that they may find interesting. I find common ground within the community and invite them to visit my Rotary Club or as a guest speaker. Then before too much time passes, I take them a new idea. It's a mix of relationship while building trust and proving to them that I'm a person of my word. Then undersell and over deliver !
I ask permission to keep in touch and when would they like me to reach out to them again. I ask permission always! If they say call me in a week, month, next year... that's what I will do. It works like a charm for me. I do have them on my "BIG MAIL LIST" and will send articles and info I think they might find interesting, BUT I always state if they do not want to receive these, please let me know. Respect... I think we have lost some of that.
You may not buy from me, but I am hoping that because of my respect for you and your time, you might refer me to someone down the road.
Leave Behinds: Your Business Card of Course (a No Brainer)
A Station Notepad that will keep your call letters on his/her desk for weeks
A good quality pen so he/she will think of you every time he/she uses it
Send a Thank You Note for the time he/she gave you. An email is a poor alternative. Nothing is as impressive as a REAL Thank You Note that you actually took the time to hand write. It might even end up on the bulletin board for others to see so make sure your call letters are on it.
Follow up periodically by sending or dropping off articles about his/her industry/business category. Make sure your business card is attached or buy a station stamp so your call letters are on it.
If your station has a newsletter, make sure he/she is added to the emailing list or send one to him personally.
At least quarterly make an appointment to pitch a new idea or re-pitch the old idea to find out if he/she has moved any closer to making a buying decision. Be sure to ASK what your next step should be.
The number one tip. Always call back and return when you say you will.
When I was in retail, I had more radio people say "I'll be back" and never returned. In my eyes, your credibility was shot.
I had one client this week who said.. we're not buying this month. I said that's okay I was just here to do a follow-up. You would be surprised how many newspaper, radio or cable people don't do that.
Retailers expect you will call again.Just ask before you leave if it's okay to check back when you have something that will bring listeners to their store. Again, only 3 things to radio sales, making calls, a good presentation, and close.Don't make it complicate, retailers respect you if you are all business,don't contact them unless you are going to close some business. Do attempt to buy something from them from time to time. Let them know that your spending with them. Empathy is a good thing.
One approach that will pay dividends, if you are disciplined about it, is to establish an email newsletter. Companies like MailChimp, Constant Contact, and Firedrum offer low cost options to get started. Pick a schedule -- once a month at minimum, once every couple of weeks if you can, and stick to the schedule.
The newsletter should be three parts "content" (real, useful, information that has nothing to do with your station) to one part "marketing" (a pitch for some sort of special program you're offering that month). Make sure you get permission to put each client on the list -- the fact that you have their business card does not denote consent.
You will get the very occasional call from someone who is interested in the special program you're offering (I did well with some of the Grace Broadcast Sales programs), but the real point is to show up in their inbox with useful content every few weeks.
Thank you, Phil. Good post, and appreciate the kind feedback, too.
