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How To Use eNewsletters To Become A Priority In Your Clients Mind
One of the keys to successfully selling anything, is
reminding the prospective buyers that your product or service is
available if they so desire it.
Elegantly
reminding potential buyers from time-to-time is key to ensuring
that when the moment comes to purchase they will recall your product,
service or your name.
The truth is that whether you and I admit it or not, our products
or services, that we love so much, are not a top priority in the
prospective clients' minds.
At least not at the initial portion of the sales cycle, the part
where you are trying to present your product for the first time.
The client has meetings to go to, budgets to draft, plans to form
and many day-to-day activities that come from running their business.
Your product or service is not a to-do-today thing.
How do you increase your priority level so that your product
and service gains more thought time?
You can hound the client, call and email but if you are too persistent
all that will do is waste your time and annoy the client.
The idea is to gently, elegantly, professionally, diplomatically
and tactfully
(I ran out of adverbs) remind them that you and your product or
service are available when they are ready.
You don't want to lean back and say "well, when they need us
they'll call us." Any seasoned salesperson will tell you that
will get you nowhere.
What we want to do is to remind clients while exchanging something
of value. This is so it's not just an empty "Hey look at me"
reminder message but an opportunity to further position your product
and service in the prospective clients' minds by delivering something
of value.
How to use eNewsletters to gently, elegantly, professionally,
diplomatically and tactfully remind prospective clients of your
product or service.
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Relevance:
It's not enough to just send out an email. You need to provide
information that is of value to the recipient. In the case of
sales, that information in your eNewsletter can be testimonials,
case studies or additional relevant uses of your product. |
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Frequency:
Your eNewsletter has to be consistently published. This way
you remind all prospective clients, not just the ones you have
at the top of your mind, but all those who have forgotten you
and may resurface. An eNewsletter says "this information
can be of interest to you, this information is helpful"
but it also says very gently, elegantly, professionally, diplomatically
and tactfully, "Hey remember me? Still interested? |
To
summarize: The basic tactic is to use your eNewsletter to
remind the prospective client that your services and solutions
are available and at the same time add value to the relationship
by exchanging useful and relevant information.
As always, we are here to help. If you are interested in starting
or improving on your eNewsletter program contact
us. |
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