Leveraging Phone Calls and Personal Charm to Convert Leads into Sales

Reaching Out to Different Customer Segments

I'm not suggesting door-to-door sales where you're likely to face rejection. Instead, these methods are most effective for securing sales from:

• Recent customers
• Long-time customers who haven't made a purchase in a while
• Potential customers who have expressed interest but haven't made a purchase
• Individuals who would benefit from your product or service but aren't aware of your business yet

You'll find that you're already in a favorable position. Approximately 75% of the individuals in these categories are highly likely to make a purchase. So why not reach out to them? Offer them the chance to benefit from your product or service.

Creating a Contact List

Begin by compiling a list of customers and potential customers to reach out to. If you're working solo, keep your list manageable enough to cover over the next few weeks.

When I'm working alone, I typically limit my list to 10 customers per week, with a maximum of 50 to contact over five to six weeks. This is a relaxed pace. If you're more ambitious or in need of cash, you might aim for 30 to 50 contacts per week.

Making the Initial Phone Call

Start with a phone call. Here's an example of what you might say:

"Hello John! This is Melinda Smith at Smith Technology. We spoke last month when our technician came to fix your computer. How are you?... John, if you have a moment—This month we're offering a PC tune-up that increases your computer's speed and eliminates crashes."

If John expresses interest, you're on your way to making a sale. But what if John is hesitant? Inform him that you have several different products or services that can save him time, money, and stress. Offer to meet him in person to discuss these options.

"John, this will only take a few minutes and it could save you a great deal of trouble for months. Would Monday at 2 or Wednesday at 10 work for you?"

I prefer to offer customers a choice of two appointment times. This gives them a sense of control while also encouraging them to commit to a meeting.

Following Up

What if you can't reach the customer? You'll likely encounter this issue with half or more of the people you call. Be sure to leave a message on their answering machine or voicemail.

Then, follow up with a letter. Mention the times you attempted to call, then outline your offer and provide several ways for the customer to reach you. It's a good idea to include an email address, as many customers prefer to respond after hours when they have more time to consider your offer.

Direct Marketing

These techniques are effective for current and past customers and potential customers who have shown interest but haven't made a purchase. However, reaching people who would benefit from your product or service but aren't aware of your business yet requires direct marketing.

Direct marketing can take many forms, from simple postcards to sales letters to radio spots to magazine ads. Aim to target your direct marketing to a group of people who are most likely to want what you sell.

Case Study: Roy's Car Painting Service

For example, Roy paints cars. He specializes in high-end paint jobs and restoring the paint on vintage cars. Roy knows he can attract a lot of customers quickly and inexpensively if he can reach a large group of people who collect classic cars from the 50's and 60's.

First, Roy contacts several classic car clubs in his area. He finds one with 300 members and another with 700 members. Roy calls the club presidents and explains how his service could benefit their members. Then, he visits them with photos of past jobs and recommendation letters from previous customers.

Soon, Roy obtains the mailing addresses for all the members in both clubs. He creates a brochure with some of his photos, an explanation of his paint restoration process, and testimonials from past customers. He also hires a freelance writer to craft a sales letter for him. The letter offers a special, limited-time discount for club members. Then, he mails the brochure and letter to 50 members per week.

Will this strategy work? Absolutely! Even though none of the 1,000 classic car owners has heard of Roy, he offers a service that many of them need. If he provides good value, Roy will have a steady stream of customers for months and years to come.

Use these simple steps to quickly generate leads and convert them into paying customers. There's no quicker way to boost your profits immediately!