Archive for March, 2008

Once is Never Enough

March 17th, 2008 by Heather Maloney

Did you ever start a newsletter, send one edition, and then decide because you didn’t get any feedback or sales that it wasn’t worth doing?  Often one email is enough to just whet the appetite of your contacts and reminds them you are there; it’s the ongoing communications that:

  • enable your contacts to get a good feel for the products and services you offer
  • establish you as an authority in your field
  • keeps your business top of mind
  • ensures that your email arrives at a time when your contact is actually looking for your product or service. 

On a rare ocasion, a once off email will elicit a great deal of response as it has done for a number of our eNudge subscribers.  The key factor in each such case is always that the contact list is highly targeted and almost fanatically interested in the topic of the email.

So don’t be disheartened if your first email doesn’t seem to achieve very much.

I read a presentation given by a top sales trainer, whose name escapes me, about a year ago. In a nutshell his presentation was about gaining a sale through cold calling by building a relationship with potential customers over the long term, via a series of short and useful connections, rather than a hurry to jump in and close a deal.  It’s a slower process, but it also means that both parties get the time to understand each other better and when the deal is finally made, the customer is very comfortable and has a relationship with you.  Therefore they are much less likely to be unhappy and much more likely to refer you to others.

I recommend that you take a long term approach and plan a series of communications to your contacts, as well as implementing strategies to build your list such as those suggested in our last eNudge News.  You should then see your business grow steadily and strongly over a longer term.

We’d love to hear from you – does this ring true from your experiences?  Share with us by adding to this post.

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