Introduction. Step One. Step Two Step Three Step Four Step Five Step Six Step Seven Step Eight Step Nine Step Ten Step Eleven Step Twelve

Step three

Mailer and wave contacting

Now you have your list and the correct decision maker. So you are ready to reach out and touch the prospects. The first thing you need to consider is how many prospects you will be attempting to contact on any given day. I call this wave contacting. This is important because you will only mail the number of pieces that you will commit to contacting three days later. Three days after the pieces are mailed, this list will be your priority calls for that day. The only calls that will come before these calls are your appointment confirmations and your call backs, which always get priority. You will mail at least a few days a week to have an active campaign.

(A note: I'm sure everyone is wondering. Is this the only successful way of generating qualified leads? Absolutely not. You hopefully have many streams of qualified leads going right now. However if you are just getting started, it is my belief that this is the quickest and most cost effective way to get started presenting to prospects. It also gets you talking more about your offering and this practice will add to your polish.)     

The mailer you will send is designed to be a memory trip. It is not being used as an information transfer. Information sharing will take place in the personal contact when you can qualify the prospect. So if you are not using the mail to transfer information then what are you going to use it for? You are going to use it for something very valuable. It will get the prospect to remember that you told him or her that you would be calling. Now what you need is a memorable postcard so that when the prospect is asked if they saw your correspondence they will easily remember it.

So what will you use? I generally believe in mailing the prospect these cards two days in a row, four days and three days before you call them. In step four we will go over the exact verbiage but basically the mail is designed to start the call off with a "yes" that they remember your contact effort. I use post cards of golden sunrises over the pyramids in Egypt. If I mail that to you on Monday and Tuesday and then I call you Friday, you most likely will remember my card. The prospect  will not remember what the card said but they will remember the card. It is up to you as a practiced professional to transmit the information with laser accuracy. Trip their mind with a positive response and the entire relationship can grow.

Pick a tasteful eye catching card that the prospect will remember seeing. In my career I can't tell you how many times I heard the prospect say, "what a great picture I have it on my ........". This investment in mail is extremely valuable when targeted at the correct markets and the right decision maker. They appreciate that your contacted them first even if they don't remember what the card said.

And what is it that the card should say, simply this.

Your name

Street address

City, State Zip Code

Phone number

"For all your (your solution) needs."

          I will be in touch

              Your name.

Like with all direct mail campaigns to the appropriate target market you will get some qualified prospects that will call in. They should be qualified the same way we are going to qualify any prospect, through the questions and statements we will lay out next in step four.   

Summary: The main point in step three is to coordinate the mailing to the calling. If the card has just been in front of the prospect they will remember seeing it and it will make for a better opening for the direct contact.