If there’s one thing I’ve learned from being a business coach, it’s that trying to get people to make changes is hard and that I usually try TOO hard. Whether you realize it or not, you’re probably treating your customers the same way.
Here’s what I mean.
They Have to WANT to Change
I can write e-mails, blogs, and make phone calls until the day I die that plead with people to change the way they’re doing things and only influence so many changes.
BUT if I change my tactic to help them want to change first, then they come to me ready to act because they know how I can help them.
Your customers are the same way. Often, when we’re trying to get a customer to buy an additional service or product, we try too hard to get coerce them into buying when just the opposite is needed. We end up selling out of our own pocket just to get them to buy when we could more easily communicate the need for the service if we would just shut up and let them come to us. We plant the seed of desire and let them nurture it.
What I DON’T Mean:
I’m not saying that you should do nothing and wait for your customers to come to you.You have to be communicating regularly. But too often, we’re communicating the wrong things – en mass. This goes for both in-home sales and marketing.
Don’t talk or write about the “what” they should buy from you or how it works. They don’t care. They know you’re the expert. That’s why they called you in the first place. Who does your customer care about? Themselves. Their family. Their home. Tell them “why” it helps them.
Mailing Your Database
Your postcard should be short, simple, and to the point. It talks about why someone should call you. Do the same thing in an e-mail. In fact, have your printer save the postcard as a simple picture and just put it in your e-mail.
If all your e-mail had was a good, short subject line (I talk about how here
) that tells them why they should open it. Something like “Cleaner Carpet for a Healthier Family” or “We’re the Pet Odor Elimination Experts”.
Then include your name, phone number, and the picture of the postcard in the body of the e-mail, that would be sufficient to get people to call you.
Seriously. Try it. Don’t stress out about writing a ton for an e-mail. Just send them the card. Keep it simple, silly!
Improved sales drive high revenues. You won’t sell what your customers don’t value. You create value when you keep things simple and let them sell themselves.
- Talk about them and why the sale helps them.
- Respect their time. Remind them that you’re there to help, but don’t waste you communications.
- Try a simple e-postcard for your next mailing. You might be amazed at how well it works and how easy it was for you!