I had a conversation with a friend who installs swimming pools in Stamford this morning. He had just heard that an acquaintance wanted a pool “someday.” I thought that was a good “long term” lead, but he asked me “ Why use Email Marketing ?” when he could just give her a brochure.
My friend is a partner in a pool company: they build, maintain, and service pools throughout Fairfield County, CT. Like most salespeople, he can recognize a “hot” prospect a mile away: they’re ready to buy, they’re doing their research, and they can almost feel how good it will be to jump into the pool after a long day at work.
But what do you do with the “someday” prospect? Do you:
- Give a brochure, and give up on them (“They’ll never buy”)
- Follow up a few times, and if they’re not ready hope they come back when they are?
- Try to convince them that now’s the time to buy, whether they want to or not?
- Try something else?
The first three options are probably the most popular ways to deal with this common situation. And the main reason your competition eventually gets the sale. In the past, we’ve all tried to keep “top of mind” for the “someday” customer with endless direct mail, or Ad Specialties: Calendars, Refrigerator Magnets, Pens, etc. They were nice. But if you want a more effective tool, try long term email marketing. Like eblasts. So, why use email marketing ?
Why use email marketing if your prospect isn’t ready yet?
It’s simple. Email marketing has lots going for it:
- It’s inexpensive
- Ad specialties wear out, break, or are eventually discarded.
- People move and your mailings get lost. But they often take their email addresses with them.
- An email can be “full featured” with full color, links to your website, and even video.
Why not consider using email on a long term marketing campaign. Try sending two emails a year, forever. For the pool company I recommended two emails: one in the winter when we’re yearning for warm summer evenings, and a second in June when it’s getting hot, and you know you’re going to wish you had pool. Do this for every “someday” client. It’s a long term approach, but it will pay off, and help you sell more pools in Stamford, and throughout Connecticut.
Why use email marketing ? Because they really do want to buy.
And to make sure you increase your chances of making the sale, make every telephone call more productive by putting wasted “hold” time to use, with marketing messages on hold that reinforce your marketing message, help you sound more professional and help you sell more on every phone call. For ideas about long term email marketing, or Informer Messages on hold, in Stamford and throughout CT call (203) 655-3920. Nationwide call (800) 862-8896.