Today: “Do I really want to be deleted?”

 > The Situation:
It’s an email. From Kristi Sheraton of Precision Disc Manufacturing in Surrey, BC (makers of the type of CD discs that we use in our Business Builders Tool Kit). And I’ve re-read it four times. Because it is so plain, so simple, and so smart. It starts out by saying…”We have your contact information in our database without a specific Account Representative’s name assigned to you…so we thought we would send you a note to say hello, and see if you might be in the market for our services any time in the near future.” Good. They’re following through on an inquiry I made—and they are trying to qualify me. All good. Then Kristi continues: “FYI – each month we have a special product offering, and from time to time we have new product announcements, so we send out a monthly email to let people know what’s new. Is this something you’d be interested in receiving—or would you like us to remove you from our data base?” I like this. Instead of pushing product on me, they are cleaning up their data base—and “offering” to delete me. Different. And attention getting. (Do I really want to be deleted?)

 > The Idea:
We need to find good reasons—and good ways—to follow up on inquiries that don’t produce immediate sales—using approaches that make sense to our prospects. In this case, it makes sense that they would want to find out whether or not I should be kept in their data base—or cleaned out. If the email was just the usual, mechanical, follow-up—or if it had tried to convince me to buy—I would have hit delete instantly.

 > The Risk:

Because the email is so non-promotional, I worry that an opportunity is missed to actually move the prospect (that’s me) toward a possible sale. I would have included a P.S. like this: “By the way, this month our special offer is 500 unpackaged CD’s for $500. You inquired about bulk CD duplication, so just thought I’d mention this to you. Please call me if you’d like more info?”

 > The Reward:

None of us can afford to let a lead or inquiry go un-followed. Nor can we afford to clog up our sales pipeline with people who are not in the shopping/buying process now. Solution? Have a vehicle you can use for “drip marketing” (meaning staying in touch regularly over time, without making sales calls). In this case using an email newsletter. Perfect.

 > The Call to Action:

How do “you” follow up on leads and inquiries that don’t turn into immediate sales? If you’re like most, you make “follow-up” sales calls. But this is a problem. Because. While a typical follow-up call is a “sales call” to you—it’s a “nuisance call” to most prospects. Find a way to put real value “for the prospect” in your follow-up calls—or find another way. This is a good example. Way to go Kristi.   

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