Personalized Precall Mail Learning Segment #11-115 -
Self Analytical Instrument Personalized Precall Mail Directions: Read the questions below and respond appropriately. I send out lots of precall mail. Yes No I know my mail is making my telephone calls more Yes No successful. I feel more confident when regular mail precedes a Yes No telephone call. I let my potential prospects know that I am focused on them. Yes No I let my mail volume dictate my call volume. Yes No I have a system I use to send precall mail. Yes No I personalize all my mailers. Yes No - 117 -
In this segment of the educational system you will learn: The best days to mail. Why personalization and thus humanization is important in mail messaging. When to call after your mail is received. Targeted Personalized Precall Mail Is: Personalized mail that is sent to a specific contact and that you as someone who knows about the people and their issues in your vertical market. Four Reasons Targeted Personalized Precall Mail Works: 1. Targeting your specific market enables you to gain because you are speaking their language. 2. Personalization creates in you because you took the time to focus on and relate to them. You have demonstrated a high level of personal interest in them. 3. Precall Mail makes you more saleable because it gives you a reason to call. 4. It creates calls vs. calls because they are expecting your call and you are personalizing the message to them. - 118 -
I. How To Personalize and Humanize Your Precall Mail 1. Select letters and mailers that are designed for. How can you be sure it is designed for them? a. It speaks their. b. It emphasizes a of them as a member of an industry, interest group or recreational organization. c. It does not focus on pushing a product or service but focuses on. 2. Tell them in the mailer or letter that you will be them and to your call. Tip: Call them for a _ versus an appointment. Schedule at minutes before the hour or minutes after the hour. 3. Be sure the issues and products or services mentioned in the letters and mailers you select are appropriate based on your market and personal. - 119 -
II. What Is The Most Effective Way To Send Personalized Precall Mail? Use. What are Wave Mailers? different personalized mailers sent working days apart to the same small group of prospects. Wave Mailers Could Be A Mix Of: 1. 2., i.e., referred by, met you at, also a member of, interested in the same things 3. 4. - mailer 5. See the samples in the back of this section of the workbook. - 120 -
Why Do Wave Mailers Work? 1. Builds effect. 2. The magic is in the. 3. It often takes 6-7 before people buy from you. 4. Also, great - after you have gained visibility at several networking functions or social meetings. Why? Being introduced to you at a function or meeting and then receiving three mailers is four impressions before your first telephone call! - 121 -
What Is the Best Sequence for Your Personalized Wave Mailer? Mailer #1 should be a letter or formal note that or declares your focus upon and assistance to members of that vertical market as a resource. People buy _ and not. Whoever says it owns it. Mailer #2 could be a _ or self-mailer about the product or the services that you offer with a personal note written to them. Mailer #3 could be another personalized letter, a postcard, or flyer. It is best to it up. See what works best for your markets and your relationships. - 122 -
III. How Do You Organize Personalized Wave Mailers? Organizational Rule #1 It is critical you should have consistent in this market first through your networking activities. Organizational Rule #2 Call volume should dictate volume. a. Determine which of your _ markets you will be mailing. b. Decide on the total # of prospects you want to each week 5, 10, 15, 20? Organizational Rule #3 Your first mail piece to a vertical market should or you are focused on assisting members of that market. Organizational Rule #4 Your second and third mailers should give benefits of your services and/or products as well as inform your prospect that you will call. Organizational Rule #5 Each start a new group of prospects based on your call volume. Organizational Rule #6 Begin calling your prospects the after the last mailer has been sent. See the Matrix on the next page of this workbook. - 123 -
Wave Mailer One Month Matrix Create activity during a slow month. Group 1 = 1 st Small group of prospects Group 2 = 2 nd Small group of prospects Group 3 = 3 rd Small group of prospects Group 4 = 4 th Small group of prospects Monday Tuesday Wednesday Thursday Friday Group 1 Send Mailer #1 Group 1 Send Mailer #2 Group 2 Send Mailer #1 Group 1 Send Mailer #3 Group 2 Send Mailer #2 Group 3 Send Mailer #1 Begin to call Group 1 Group 2 Send Mailer #3 Group 3 Send Mailer #2 Group 4 Send Mailer #1 Begin to call Group 2 Group 3 Send Mailer #3 Group 4 Send Mailer #2 Begin to call Group 3 Group 4 Send Mailer #3 Begin to call Group 4-124 -
Tips to Execute Brilliantly: 1. Be absolutely certain you have gained in the marketplace by networking and meeting centers of influence, otherwise mail begins to feel like a cold call. 2. Research the needs of the market first and be sure you can to the people. 3. Know the best times of the to mail to prospects and clients generally September 5 th November 16 th (Labor Day to Thanksgiving). 4. Assemble your mailers in ; have them addressed, posted and bundled by group and date to be dropped. 5. Be _ to all your company policies when using any type of mail. 6. Begin your follow up on and be sensitive to persistency. 7. Stay focused on your goal; it is to build long-term mutually profitable with the people in your targeted vertical market. Take Action Turn to the Marketing Action Plan in the back of this section of the workbook on pages 197-200 and log the key things you want to accomplish. - 125 -
PERSONALIZED PRECALL MAIL MARKETING ACTION PLAN ALL VERTICAL MARKETS (ENTERPRISE & LIFESTYLE) I will be sure my Personalized Precall Mail is effective because I will Page 1 of 2 Network in my targeted vertical market(s) prior to any mail contact so I have positive visibility. I want to be perceived as distinct. Check those you will do Select letters and mailers that are designed for my vertical market. Be sure the products or services mentioned in the letters or mailers are appropriate. Use a mixture of envelopes. I will be sure my Personalized Precall Mail is ready because I will Use a mix of wave mailers. Be sure the first letter or mailer informs of my focus. Be sure the second mail piece gives them information on the issues they face or a product/service we offer. Ensure the third mail piece relates to the other two. (Continued next page) - 126 -
PERSONALIZED PRECALL MAIL MARKETING ACTION PLAN ALL VERTICAL MARKETS (Continued) Decide in advance how many prospects I want to contact via telephone each week prior to mailing. Page 2 of 2 Let prospects know I will be calling them so they can be prepared. Begin my follow-up to discuss the next step on time and be sensitive to persistency. Focus on building relationships with the people in my vertical markets. The month I will organize and begin my wave mailers is I will contact prospects per week and this number will determine my mail volume. The three wave mailers (e.g., letters, brochures, postcards) I will most likely use to stimulate activity are: #1 #2 #3 Review this information again when you design your Master Marketing Plan during the last segment of this video learning system. - 127 -
EXAMPLE OF WAVE MAILER #1 FOR USE WITH REFERRALS IN YOUR VERTICAL MARKET Dear (Name) Your (good friend/neighbor/fellow club member/associate) mentioned your name prominently to me when we recently met. He/She thought you also might benefit from our service. As a (name of company) insurance professional who specializes in helping families like yours, I have researched ideas for maximizing your insurance dollars and accumulating funds for important needs like your child s college education or your long, healthy retirement. I am available to help you provide your family with the financial security they deserve. I will be sending you some information very soon, which I am sure will be of interest to you. And I will call you later for a brief discussion. Or you can reach me at (phone number). Very sincerely yours, (Signature) Date EXAMPLE OF WAVE MAILER #1 IN THE FORM OF AN ANNOUNCEMENT (SHOULD BE SENT ON CARD STOCK) John Doe, an Insurance and Investment Professional, announces that he specializes in assisting members of Mt. Carmel Country Club. You are invited to reduce your risk and maximize your investment dollars through his service. John Doe 777 11 th Ave. Anytown, USA 10010 (444)777-1111 - 128 -
ANOTHER EXAMPLE OF WAVE MAILER #1 FOR USE WITH REFERRALS IN YOUR VERTICAL MARKET Dear (Name) Joe Jones made a point of prominently mentioning your name to me. Joe is one of my valued clients, and I hold his opinion in the highest regard. I focus upon helping (name of vertical market) reduce your financial exposure and in maximizing your insurance dollars. I will be mailing you some information very shortly. Please review it. I know we all get a ton of mail, but I think you will find this material not only interesting, but valuable to you. I will call you in days to schedule a briefing at a time that is convenient for both of us. Cordially, John Doe Title - 129 -
EXAMPLE OF A FLYER BENEFIT-DRIVEN WITH A PROFOUND STATEMENT Effective As Second Wave Mailer Attached To A Brochure On The Product. Protect those you love and help them gain a valuable headstart on the future. As a (Rotarian, president of name of association, etc ) you're deeply involved with your community and care about its future. But have you also taken the time to map out a secure financial future for yourself and your family? Permanent life insurance can give your family the protection they need should something unforeseen happen to you. That s because the policy can protect important assets, like your home and help you accumulate money for future goals, such as financing your children's college education. A permanent life insurance policy can: Provide income tax-free death proceeds Build up a cash fund which grows tax-deferred and can be used for emergencies. Many individuals like yourself have benefited from the security and peace of mind that a permanent insurance policy offers. I look forward to briefing you soon. Pat Johnson (phone number) (company) (date) - 130 -
EXAMPLE OF WAVE MAILER NOTE/LETTER #2 SENT WITH PRODUCT BROCHURE Dear (Name) We can maximize your retirement income and help you reduce taxes at the same time with our pension maximization plan. I have enclosed a brochure outlining many of the features of this product. Many of your colleagues have found this product to be the right answer for their retirement needs. I look forward to meeting you for a briefing and will be calling you shortly. Very Sincerely Yours, (signature) EXAMPLE OF WAVE MAILER LETTER #2 OR #3 A LETTER BENEFIT-DRIVEN Dear (Name) Our retirement programs will help you cope with inflation and the ongoing cost of living. Many of your colleagues have enjoyed the peace of mind these programs bring. I look forward to meeting you and I will be calling you soon for a briefing. Very Sincerely Yours, (signature) If using a Product Letter as mailer #2, you may want to include a brochure on product. As mailer #3, add a brief biographical sketch on yourself. - 131 -
EXAMPLE OF WAVE MAILER #2 OR #3 POSTCARD FRONT Company Name & Address Prospect s Address Protect Your Lifestyle BACK HOW? 1. Review your income and assets. 2. Prioritize your financial security goals. 3. Explore options for protecting yourself and accumulating funds for future education or retirement need. 4. Schedule a briefing with Pat Johnson, (123) 456-7890 I look forward to meeting you! - 132 -