What is the best way to reach your audience and create a relationship with them?

 

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Because the firm is small and the consulting contracts are large, they take on very few jobs in a year. Therefore, they have a small client list. So they cannot justify the cost of doing an elaborate series of database mailings to a database of only So to mo clients. Instead, consultants simply keep in touch with their clients, sending personal correspondence about new services or programs from time to time.

 

Since you own the list, the $too per thousand or so cost of renting mailing lists is eliminated. And, because the customers already know you and your product, a less elaborate mailing piece can often be used

 

Another client, on the other hand, has an installed base of zz,000 organizations using the company's software. Obviously, doing direct mail programs to sell training, consulting services, maintenance and support contracts, upgrades, and new versions of the software can be extremely profitable and worth while for them because the house list is big enough to justify the time and expense involved. One of my clients is a management consulting firm that sells a very expensive consulting program to management at large corporations.

 

 

 

An article in The Competitive Advantage advises marketers to keep their databases current. Customer databases can become inaccurate rapidly as prospects get promoted, leave the company, or change job title or function. Prospect databases, such as inquiry lists, also become dated as the needs, budgets, and applications of prospects change or expand.

 

In today's age of corporate downsizing and entrepreneurial start-ups, the marketplace is changing more rapidly than ever. Competitive Advantage estimates that the market "renews" itself every three years, meaning the buyers of today won't be around or will be in different positions within three years, and a new crop of prospects will take over many of their positions.

The solution is to repackage the "Have a salesperson call me" offer, using skillful copywriting and a change in tactics to convert what is perceived as a "sell job" to what is perceived as a meeting that is beneficial and helpful for the prospect.

 

In a nutshell, this is done by replacing the words sell and sales with words that are more prospect oriented. To start with, do not use the term salesperson when referring to the person who will contact or follow up with the prospect. Replace salesperson with any of the following (or create your own title, as appropriate): Account representative, Senior consultant, Technical specialist, Account manager, Account supervisor, Industry specialist Program manager.

 

"We Are Using Sales Letters for Lead Generation with Medicare Response. What Can We Do to Improve Results?"

 

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