I know what you are thinking, but this is not going to be another story about the impending zombie apocalypse… What it is going to be about is making lots of money.
All businesses have a list of people who used to be clients, but no longer are… That list may also contain people who at one time or another identified themselves as potential clients. They may have decided for one reason or another not to make a purchase at the time, but who knows if they might be interested now…
That is where we come in!
Here is a Process that you can use Resurrect the Dead List in your company.
Get the Prospect to Identify Themselves As a Buyer
There are three principles to use when you want to get a response from
- Short – With the attention span that humans have today (about 8 seconds, 1 second less than a goldfish), it pays to write short messages.
- Personal – Use their name. Let them know that you remember them. Even if you are using a database, it can be really easy to plug their name in. That way, even a mass email can be personal.
- Expecting a Reply – The easiest way to get a human to respond to something, is to ask a question.
Now that you know how to get them to identify themselves, you must identify a delivery method for your message. Email is a very effective way of sending a communication like this to maximize the reply. Email allows an automation that few other delivery methods allow. Not only is it automated, but cheap, and effective.
The principles listed above are good to know, but there is also a template that has been effective for me.
Subject: <Prospect First Name>
Are you still looking to ____________________? The blank can be filled in with whatever product or service you offer. For example:
- Have your carpets cleaned?
- Buy a home in XYZ neighborhood?
- Donate to the XYZ organization?
In the above example I would use the client’s first name as the subject line in the email.
Don’t add anything else to the email! You will be tempted to add a phone number or website or fax number (do people still have fax machines?!?), but don’t do it. Your mission in this exercise is to Pique Interest! I know you will also want to add a testimonial or some other proof about how awesome you are, but don’t. And here is the reason why: All you need them to do is identify themselves. All you want them to do is say, YES! I am still looking. If you start listing a bunch of information that may or may not be interesting to them, you may bore them. In this email you do not want to do anything that will make them want to delete your email without responding first. All you need is a response.
The response will likely come pretty quickly because the human mind can’t stand to leave a mystery… If someone asks a question, there must be an answer!
Most common responses will be:
Yes – WOOHOO!! Close the deal…
No – Bummer, but all hope is not lost. At least they didn’t ignore you…
ASK YOU A QUESTION BACK – This one is great too. That was the goal of this mission, to identify the prospect and pique their interest in your email. Now you have started a conversation. Now the prospect is expecting another email from you. And here is where it gets fun…
If the answer is YES…
Reply to the email and ask to talk to them (either face to face or on the phone). But once again, use the principles of short, personal, expecting a reply…
For example: “Awesome, <First Name>, I can give you a call tomorrow at 4pm, will that time work?”
If the answer is no…
Find out why the answer is no. You really don’t have anything to lose. You may find out some valuable information here that you would not have found out any other time. But once again, use the principles of short, personal, expecting a reply…
For example: “I’m sorry to hear that, <First Name>, is that because you have already _____________ (had your carpets cleaned, bought a house, donated to another cause, etc) or is there another reason?
They may not respond, but then again, they engaged you in conversation, so they might! Maybe you will find out about a competitor or about a customer service person in your organization that needs additional training…
If the answer is something else…
It will most likely be a question back to you.
For Example: “Maybe, how much does it cost?” or “If I can ever sell my house!?” or “Depends, is it tax deductible?”
Whatever the response, it is good… They are starting a conversation with you and this will help them realize that you are THE EXPERT that can help them down the path.
With this answer, your reply will vary, obviously. This is where automation really pays off though…
Accumulate All Your Data
Each client, product, service, organization, etc. will have its own set of data points. The buying cycle will change from product to product, the research time a prospect takes to buy, the ticket value, the reasons to buy, the reasons to not buy – ALL DIFFERENT. However the principles will be the same.
Most prospects will ask about price. Why? Because they don’t know any other questions to ask. It is our job to educate prospects.
Now is the time to do it.
As you start getting these questions in, start saving them. As you prepare a response for a question, save it! That question will come into play again in the future, guaranteed. I have worked as a carpet cleaner before and if I heard, “How long does it take to dry?” one time, I heard it 1 million times… If you are able to “can” responses to the common questions, it will definitely make life easier.
Not literally, unless you are Dr. Evil, then do it, the clone will be hilarious! As we have already talked about above, your responses to any of the questions sent your way should be saved. That is the easiest way to clone yourself. As you accumulate the responses, you will have ‘canned’ responses the most common questions that you will receive. This could be the basis of a FAQs page on your website.
You could also use this information to create a free report, a Consumer’s Guide, or some other valuable marketing tool.
However you use the information, keep these principles in place.
- EXPECTING A REPLY