The answer is the tried and true direct mail. Now, before you puke, give me a minute. There is a segment of the market that will respond to direct mail. And, there are various direct mail pieces. But, allow me to continue. Email marketing is too difficult. People delete before they even attempt to read your subject line. Seminars still work, but you had better have your best game face on as you have but once chance to make a good first impression. And, the new potential buyers are pretty savvy and have researched you, checked out your website, and are ready to do battle. They’re also expensive. Do seminars work? Of course they do, if the presenter is good and follows up. So, why direct mail? What are the pitfalls? How do you avoid them? Finally, how can you convert these leads to appointments and then into sales? Let me show you…
The basic retirement type direct mail piece is about $500 per thousand. Of course, through The Ohlson Group and our partners, less than that. You will start with 3,000 mailers that also offer a gift of information. You will get a minimum of 30 leads... in many cases up to double that amount. But, let’s stick with 30 leads for this example.
Pitfalls and problems with direct mail:
When you call for the appointment, the prospect won't answer as they look at caller ID and they don't know you. The prospect only wanted info through the mail, and might also be fearful of having someone in their home. They don't believe there is any reason to see you and on and on and on... is there a solution? Sure.
First off, when you get the lead you send an introductory package. Total cost of the package is between $3 and $5. Or, go first class with $10. We develop the copy for you to place in the envelope, include your photo and also offer the lead another gift that you will provide (we’ll give the gift to you).
Now, when you send this out and make the call, they remember your name, they have seen your photo, we send out info as to why they should see you face to face.
So, let's go back to the results:
- We said you would get at least 30 leads.
- This will yield 9 appointments, and will net you 3 sales.
- Let's assume a low number of $50,000 annuity sale.
- Times 3, this equals $150,000 in sales.
- At 6% commission... that equals $9,000.
I am being conservative, and have given you but part of the system. This is a “decent lead.” Want to know more... give us a call at 1-877-844-0900.
Until next time... good selling!