Four Ways To Entice Your Prospects To Call
You’ll find two “groups” of letters in your kit. The “service launch” letters are designed to introduce your service to new or existing customers and are designed to be all sent out over a short period of time. The second group, the “lead nurturing” letters, is designed to allow you to maintain contact over time for the non-responders to your initial introductory campaign. You can use these letters literally one contact at a time, or in a very large mass mailing… it all depends on your strategy and resources.
Again, depending upon the size of your list, these letters can either be printed out on your company letterhead, hand-signed, inserted into an envelope and mailed with a postage stamp… or they can be e-mailed out. While e-mail is a much less expensive route to take, it is also a much lower impact route. You may not experience an appreciable different in the response rate you get back from the snail mail vs. the e-mail. But your direct mail letters will receive much more attention on the part of your prospects and customers, and your message is much more likely to be seen and remembered. The result is that you’ll find your prospects and customers will be much more likely to pick up the phone when you call. If you do go to the extra expense to send these letters out through the mail, do it right. Use a postage stamp rather than a postage meter or mailing indicia, type or print the name and address on the envelopes (do not use mailing labels!), and hand sign the letters. If you are sending out more than 25 or 50, it’s okay to scan your signature and print it out on the letter along with the text. If you do this, be sure to sign your name at double the size you’d normally do, on piece of white paper using a blue felt tip pen that will leave a thick stroke. Then, scan the signature at a high resolution, and reduce it down prior to inserting it in your document to print.
The four launch letters in your kit should be sent out over a fairly timeframe, with follow-up phone calls to be made between each mailing. The general guideline for e-mail is to send one email out every one to two days. For direct mail, the recommendation is once letter every three to four days. The time gap between the letters should be based on the size of your list and ability to follow up on the day the prospect receives it. While the letters themselves may stimulate a response from prospects that are already in the “buying” mode, but to be most effective you’ll want to have a sales resource ready to immediately follow-up on each wave of letters.
Some service providers prefer to send the email/letter out first, and then have the sales resource call in follow up. Others prefer to make the initial contact by phone (usually voice mail), and then send the e-mail/letter out as a follow-up. This one-two punch is the most effective way to proceed.
In terms of the order of the launch letters, we suggest that that you send them out in the order that they were provided to you in the kit package, but they are specifically designed to be interchangeable. As you start to use these letters, you may find that one performs better than the others and you should feel free to test the order with different groups of prospects as you acquire more names. Also, if your initial list is large enough, you can divide it up into groups and test two or more letters at the same time.