Earlier this year, two customerswere telling me how good business was for them, so they were going to cut backon their advertising.
Today, those same customers tellme business is slow and layoffs are expected. What happened?
Simple: They stopped advertising,and the pipeline ran dry! If you advertise even you’re busy, the pipeline staysfull, and leads continue coming through the door.
When business is fine, manycompanies stop looking for new prospects. But that ends up being a big mistake.
Here are some basic ideas thatwill help fill your new-business pipeline and keep it filled.
Start with your target market. Whoare they? What interests them? It helps to visualize these customers bycreating an image of what a prospect might look like. Give her a name, say,Gladys. Imagine Gladys at her mailbox, and you will never consider sending oneof those empty-promise direct-mail pieces. Instead, make your piece memorable,and communicate your valuable services. Use distinction, personality, orsomething unusual to make an impression on Gladys.
Begin talking to Gladys on a‘knowledge level.’ That means leveraging something you already know about her.For example, say she owns a vehicle that requires scheduled maintenance. Youcan let her know why her vehicle needs that maintenance and what will happen ifshe does not properly maintain her vehicle. Your company is becoming aspecialist, educating her on proper vehicle maintenance. And, you are buildingrapport and a level of trust in your messages to her.
Develop a curriculum approach. Peoplewho have purchased from you in the past are the most likely to buy again andrefer others to you. To keep your new-business pipelines always filled, it’sgood to continue to talk to your customers, even when they aren’t buying. Treatyour best customers great! Thank you notes, birthdays and other unexpectedrewards are special surprises!
Keep your database clean andupdated. Track the amount of money each of your customers spends with you andfor which services. Everyone is busy these days, and if you send customersreminders that it is time for that particular service, they will begin to relyon you for regular service reminders.
The whole idea of direct marketingis to keep the relationship going – in whatever channel customers choose – andcontinue to communicate with them over time. So, whether your business isexperiencing good times or bad, it’s always smart to keep the pipelines full ofleads, prospects and customers.
– By Angie Nielsen, CEO, MailAmerica Inc.
