Why Is No One Calling?

By Michael Kowalski

Did you ever do the math on Marketing? Let me explain this a bit more so you understand where I am going with this. We all know that successful marketing is about first attracting and then converting a prospect to a customer. There are many ways to attract new prospects but the best Marketing Strategy is to never rely on any one media. So, let’s explore some of the vehicles available to you to attract.

You can use small ads strategically placed in papers, magazines and flyers to target specific market segments you are going after. Use these ads to drive your prospects to your Toll Free Hotline numbers and websites. When you do this you are using both off and on-line marketing and it is important that you pay attention to both. The simple part of the exercise is often to get the interest of a prospect. Regardless of how you attract them, the real work begins when you try to convert them. We all know that it is very unlikely that someone is going to read your ad or cruise by your website and buy. The buying process is a methodical one, where you try and attract attention, and then build up a relationship. You do this by demonstrating to the prospect that you can be trusted, you are knowledgeable and your product or service will do exactly what they need it to do. This can only be done with multiple touches using multiple media.

Now – as for the math – it is common knowledge that a minimum of 7 touches is required to achieve any kind of a sale. A marketing trend is that anyone who maintains contact with a prospect for one year will increase their conversions by up to 80%. Let’s examine what that means to you the marketer. Assuming that you attract 20 new prospects each month and that you are going to touch each prospect 5 times in the first month (not a great deal really) and that after that you are going to touch them twice a month in each concurrent month for one year. That totals 3,480 touches. Did I mention that these touches MUST be done over multiple media since each media performs a different task in the relationship building process.

If you are not working at this level that may explain why “No One is Calling” Yet there are plenty of people out there being successful working marketing programs. The really successful ones have discovered a very important marketing underpinning. If you want to be successful you must work on and not in your business. A subtle difference – but an important one. We consider someone working in their business when they are so consumed by the day-to-day activities that they can’t see over the event horizon and plan on what they should be doing.

Fifteen years ago AMS realized this and set about building a powerful, systematic marketing tool. We call it our Lead Management System or LMS. It integrates both off and on-line activities across multiple marketing media and delivers pre-determined marketing campaigns to all prospects building the relationship; automatically. This means that those 3,840 touches all happen whether you are working in the office or at the beach with your family for the weekend. Or maybe you’re presenting how you do business at one of those Seminars where highly successful people tell others how it’s done.

And, let’s not forget about our valued existing customers that we should be staying in front of on a regular basis. With LMS you can run “stay in touch” campaigns so that you are always “top of mind” when they’re ready to buy again. Don’t let them buy from you once and then forget who you are. Make that first buying experience a positive memorable one and then keep in front of them so they don’t put you on a shelf and dust you off. We all know that it costs more to get a new customer than to keep our existing customers happy so they buy over and over again.

And, LMS is a great tool for ensuring that enough touches are done in many ways to get people to a tele-seminar, workshop or special event you may be having. Just set up your campaign to run and spend your valuable time dealing with the finer details of making your event a success.

There is no magic. It is simply realizing the limitations one has in their daily life and then going about setting up the automatic systems that attract, convert and most importantly, retain prospects and customers so they will buy again. Let me provide you with a bit more LMS related information.

With the AMS’ Lead Management System, you will consistently, regularly and automatically build the relationships you need to convert by following a multi-media approach and by sending out:

Free Reports, Special Articles, Faxes, Post Cards, E-mails, E-zines, Newsletters, Special Announcements, Voice Broadcast Messages, Special Promotions, Flyers, Any Promotional Material, Tasks to Remind You to Call Your Prospect or Customer – LMS will capture all of the contact information from customers you attract from all of the above efforts. It will then begin a process of automatic follow up without you making a single phone call (unless you want to) or having to go to the Post Office. Leave personal messages with Voice Broadcasting all scheduled and sent automatically through LMS. Track the success of an e-mail campaign inviting people to a Tele-seminar. Automatically send out a Fax Broadcast about a special you are having. Bring the Fax and get an additional discount or a Freebie at the door. It will let you know if your faxes do not reach your customer so you can again take steps to ensure your retention.

The important thing here is it all happens automatically ensuring you never lose another lead. This is what LMS means to you. You are working when you sleep or when you are on holidays with the family. When shorter messages, not requiring a personal touch are required, LMS will forward on a Post Card on a scheduled basis. Your LMS reports will prove to you when the best time is for you to deliver your message so that you can not only deliver on the right day, but also at the right time! These same reports will tell you what ads work and which do not. Reports will also help confirm the most effective medium to deliver your message in.

The important thing here is it all happens automatically ensuring you never lose another lead. Need more convincing. Read on then! This is what LMS means to you. You are working when you sleep or when you are on holidays with the family. When shorter messages, not requiring a personal touch are required, LMS will forward on a Post Card on a scheduled basis. Your LMS reports will prove to you when the best time is for you to deliver your message so that you can not only deliver on the right day, but also at the right time! These same reports will tell you what ads work and which do not. Reports will also confirm the most effective medium to deliver your message in.

LMS stores all of your contact information and marketing schedules. Its’ on-line accessibility and ease of manipulation means you can adjust or change your program easily and at your convenience. The multiple database capability allows you to store a variety of messages with different messages for each one. No maintenance is required on your part if you don’t want it.

LMS allows all of this relationship building to happen in a non-threatening way, for both you and the prospect. You gather information, keep in touch and build a relationship without actually speaking with your customer or lead unless you want to. You grow your relationship on multiple levels with new prospects gaining their trust before you ever speak with them, let alone shake their hand. Your Web presence gives you instant credibility with your existing and new customers and contacts. The web gives you access to thousands of potential customers you could not reach through other means as well. It separates the tire kickers from the real clients so the leads you do get have already pre-qualified themselves to you.

Just call 1-800-858-8889 and any of our trained professionals would be happy to help you today!

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categories: Marketing,Attracting Buyers,Business,Telemarketing,Marketing,Growing a Business,Making Money,Growing Your Business

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