Greetings Floor Dealers!
This post written with the input of guest expert: Travis Lee of 3D Mail Results
This may sound a bit weird coming from the 3D Mail Guru, but you’ll always want to use multiple media, multiple different ways. That means direct mail using 3D Mail and more traditional mail, email, faxes, phone calling, voice broadcasting etc.
Here’s the reason. Different people respond to different medias. Some like email, others fax, still others direct mail. You never want to rely on one sole way to get new or repeat clients to purchase. As one of my mentors Bill Glazer says, “Diversity leads to stability.”
Second, you want to keep adding touches until it is no longer profitable or you can no longer make the offer.
For years we used a 3-step new client sequence, and that was it. It worked exceptionally well for many years. We decided to test a fourth step to see if we could again be profitable. Guess, what? It worked and for many more years we used a 4-step sequence.
Finally, if you read my emails, you know I’m against most Madison Avenue, brand building style marketing you see. However, there is an accumulative effect of such exposure that creates additional customers over a long period of time.
Maybe they’re just not ready for what you got right now, or, after 3 letters, it finally hits them that maybe they have a friend or relative that could use what you’re offering. Whatever it is, sequential marketing can and will have that affect on your customers.
To Tons Of Customers!
Jim Augustus Armstrong is The “Coach”
Jim Augustus Armstrong is the President of Flooring Success Systems, a program that equips dealers to double their profits, cut their work hours in half and beat the boxes! Many dealers have totally transformed their businesses and their lives for the better after joining Flooring Success Systems.
See what real, live dealers are saying!