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Copyright ©1999 - Steven Chabotte |
The biggest problem we as marketers face today is getting the
attention of our prospects. We invest time, energy and cash to get
prospects to stand up and identify themselves - either by
responding to an ad, filling out an online form or any of the
other ways they may contact us and say "Hey, I'm interested in
what you are selling!"
That sounds great. Someone actually contacted you asking for more
information. So, like a good marketer, you do your duty and send
out an information package; perhaps by mail, perhaps by email or
fax or web site or best of all in this online world - by
autoresponder. I state this because only with an autoresponder can
you truly reach your customer at his absolute peak of interest.
Let me explain. An autoresponder will get your information to your
prospect within minutes of that prospect making the request. The
prospect can read it online or easily print it out to study more
seriously (something that can be difficult with web sites -
especially if they are multi-page where the customer has to work
hard to print all the information.) By getting the information to
the prospect so quickly in such a friendly manner doesn't give the
prospect time to forget about the request for the materials. With
the typical attention span on the web and the volume of email so
many people get, putting the information in front of the prospect
within minutes allows the prospect to make the connection between
the request and the reply - something that can be difficult to do
if there is a separation of hours or even days between request and
reply.
Here is where it gets interesting. Your prospect just received
your autoresponse and you can be pretty sure it was at least
looked at in a cursory manner...
But was this one contact by itself enough to make a sale?
Maybe. But if your prospect is like most people (busy), a decision
will not be made right away, and if not made right away, it
probably will not be made at all. Sure, the prospect may think
about the offer a few days later but may not want to go to the
effort to find the original offer to make the purchase. The end
result for you is a lost sale. In fact, you have probably lost
many sales as studies show that a customer rarely buys after just
one contact.
How do you solve this problem?
Simple.... A systematic method of follow-ups. Lets say that you
followed up this initial contact with an additional sales letter 3
days later extolling different virtures of your pruduct/service
and then another in 4 more days with your sases pitch from a
slightly different angle and so on until you complete a
pre-determined number of timed contacts with your sales letter(s)
to the prospect. In fact, traditional marketing studies have shown
that 7 or more follow-ups to an initial sales letter is often
profitable, and the same holds true on the internet, only more so.
Because the cost of sending an email is so much less than the cost
of mailing printed information. many more contacts can be made
with your prospect and still be profitable. With email, it is
quite possible that 10, 12 or even 15 contacts with your prospects
will continue to generate cash for your business.
You need a systematic follow-up plan with each lead you have so
painstakingly gathered if you are to maximize your profits! One
that can run without your attention so that you know that your
prospect is always getting the correct follow-up message at the
right time.
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How can you do that?
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Well, one way is to
set up a database and do all the work by hand. But that is lots of
hard work. An is prone to error or boredom, where you just don't
feel like doing it that day or you have other obligations and let
your marketing efforts slip for a few days.
The better way is to let your web site do all the work. It is
already helping you collect your initial leads. Why not let it do
all the work for you? The very best to for this purpose is
MaxSponder Autoresponder at
http://www.maxsponder.com. It was designed to do all
this work for you in an automated manner once you go through its
simple configuration process. This amazing tool can be programmed
to create as many follow-up autoresponders as you need for all
your marketing campaigns (1 to 100 or more), each programmed to
automatically deliver up to 20 unique timed follow-ups to each
customer who sends an email to the original autoresponder email.
Imagine, up tp 20 chances to make a sale without you lifting a
finger to make it happen.
Truly, the smart marketer today makes use of powerful computer
software to be more successful - software like databases to track
demographics of sales and automated response systems like
MaxSponder to create truly auto-pilot marketing
systems. |
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