Let's say I'm starting up a business as an insurance broker. I've purchased a database of two and a half thousand clients. What system or method should I use? Direct mail then follow-up with SMS and then phone call. What I would do if I had a limited amount of people that I was going to contact? The one thing I would do is take that list and send out a three-step sales letter sequence. So what I mean by that is the is three letters sent out over 20 days. That's the first thing I would do. And the letters would basically say, "Hey this is who I am." You would obviously have a strong offer or a strong benefit, and a strong call to action.
After the three letters I would do a follow-up with regular customer newsletters on a monthly basis, particularly if you've got a limited market. I think this is really, really critical. Because it's about sales but it's also about developing the relationship and when the current supplier lets them down you are the next choice so to speak. So let me just go into this a little bit more detail.
So I'm an insurance broker and I've got two and a half thousand clients. Let's say they're business people. The first letter would go out talking about the potential problems they could face as a business person without insurance. And then I would offer a free consultation or a free report or whatever. The second letter would go out saying, "Hey you didn't respond. I'm not sure why. I thought it might be for a number of reasons. I thought you may have some questions." And then I would go through and answer the questions. So question one might be, "I don't believe in insurance." And then you have the answer. Question two might be, "I don't think it will happen to me." And then you have the answer. Question three is, "Why should I choose you? I've got so many people to choose from." And then you have the answer and so on.
So that's a really powerful process. And then the third letter might be, "Hey this is the last offer. These are the benefits you're going to get from talking to me. These are the disadvantages you're going to get from not dealing with me and this limited time offer will expire in 10 days," and stick to that. And then what you can do with the follow-up newsletter is make it more relationship building and you might have other offers within those relationship building messages. So it's quite a powerful process by doing that and then following up with just regular contact to that group of two and a half thousand people.
I would encourage you, if you don't have a lot of resources, rather than sending out to two and a half thousand at once you might send 50 at a time and that way it fits within your budget and it becomes self-funding. So you send out 50 at a time. You send the three letters. You follow up with a phone call and say, "Hey you got the three letters." If you follow up with a phone call you'll probably increase responses significantly. I would say by as much as five, six, 700 percent. So that's the strategy which I would take if I was an insurance broker.
No comments:
Post a Comment