In yesterday’s blog post I said you should contact your customers and prospective customers often.
But how often?
I’ve said it before and I’ll say it again: every day. Really. I send emails which arrive in people’s inbox every working day and they’re still here. And when they finish the first email series, I’ll carry on emailing them every day (unless of course they have a fit of crazy and want to opt out, in which case they can just unsubscribe).
Why every day?
Because it works. It builds long-term relationships and allows people to get to know and trust you. It shows them what you can do for them.
And because I can absolutely guarantee that 99.9% of your competitors won’t be doing it.
Think about it.
People don’t buy when you want them to buy; they buy when they want to. When they’re ready.
If you’re emailing them every day with an anecdote, or some useful information, or a special offer, who are they going to think of when they finally are ready to buy what you’re selling?
a) The person who never contacts them, or only does so once a month to try and sell them something?
b) The person who’s there in their inbox every day, being friendly, helpful and entertaining?
That’s a rhetorical question, really, because clearly the answer is b). You need to be b).
Let me share with you a fact that few people know (or at least, that most people ignore or dismiss).
These stats are from the National Sales Executive Association:
- 2% of sales are made on the 1st contact
- 3% of sales are made on the 2nd contact
- 5% of sales are made on the 3rd contact
- 10% of sales are made on the 4th contact
- 80% of sales are made on the 5th-12th contact
Which category do you fit into?
There’s a simple lesson here: keep contacting your customers and prospects until they either buy, die or tell you get lost!
After all, if a prospective customer is worth going after in the first place, surely they’re worth keeping after?
That goes for “cold” sales as well as warm ones. Identify those people you want as clients and send them a real, honest-to-goodness letter. Then keep sending them stuff. Come back tomorrow and I’ll tell you about real letters.
But for your current customer or contact list – email them. Often. Every day if you can. But at least three times a week if every day sounds too scary to start with.
As long as you’re upfront with people about what you’re going to do and how often you’re going to be in touch, they won’t complain. And if they do, they’re numpties who haven’t listened to what you’ve said to them.
And anyway, remember SW3: some will like what you’re doing, some won’t – so what?
PS This stuff works for me. I wouldn’t be telling you to do it if it didn’t. Plus, if something happens and I miss a daily email, I get messages from people on my list asking if something’s happened! Am I okay? They missed my tall tales and useful info.
So make a constant contact plan today. You’ve got plenty to talk about. It doesn’t have to be perfect: just do it.
Vicky Fraser is a copywriter, author, and entrepreneur. She really did run away with the circus… but when she’s not swinging from a trapeze, she’s showing other copywriters and small business owners how to work with better clients, make more money, and stop missing bathtimes, first words, and dinners with angry partners. In fact, she wrote the book on it. Get your copy here.