Call it confirmation. Call it endorsement. Call it like-minds thinking alike. Call it whatever you’d like to call it. But when I read something in a book, magazine, or on the Internet that supports one of my own beliefs, I feel like I must know what I am talking about.
This “confirmation” happened again to me not long ago.
This time the lesson came in the form of a postcard promotion, and although the writer did not use the same language I do, we were obviously singing from the same song sheet.
Bottom Line: Sales is a process my friends. A series of predictable steps.
Why so many people have disdain for sales is due to the fact that they insist on skipping a step or two in favor of a higher and faster commission. This is not only a mistake, but it proves to be an exercise in futility time and time again.
Sales is a process. Period So what’s with the postcard?
The postcard is the ideal way (one ideal way) of beginning the process. Postcards are very effective at capturing the reader’s initial attention.
Notice I did not say that they were exceptional at “selling anything.” All you want to do in this initial step of the process is to grab the reader’s attention. Stimulate their thinking. Introduce a possibility or two. Enter their world.
Your sole purpose is to initiate the process by offering a “reason” to go to the next step in the process. A step-by-step sequence will lead you to the promised land.
Remember the old saying: “How do you eat an elephant? One bite at a time.”
The same strategy holds true for building your customer base? You accomplish this most effectively by adding one customer at a time. (Cute!)
What do you do first? You offer something of interest to the reader in the form of a headline…a promise for additional information…a way to avoid the negative or to obtain ownership of the answer to your most pressing concern.
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SAMPLE
Dear Mr. Smith,
Vacation – Sales Meetings – Incentives
Would you like to learn how you can take advantage of the intense competition in today’s cruise industry?
More ships to more places with more small print offered through more distribution points has created an enormous opportunity for those people who (1) Know how to play the cruise game, and (2) Know what questions to ask.
If your answer is yes, all you have to do is call 000-000-0000 and you will hear an information-packed recorded message that reveals exactly what you must know, do, and say to insure you get “your” price.
There is no “down-side.” Make the call!
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You get the idea.
Think about sculpting a few attention-getting headlines for your postcard campaign.
Marketing is fun. Selling is easy. Business is cool. As soon as you adopt this logical train of thought the sooner you will be looking forward to “going to work” again.
Remember: You don’t have to go to work. You get to go to work.
Mike Marchev freely shares his experiences, strategies and observations with travel professionals in an effort to keep them on top of their game. For a complimentary copy of his 12-Word Marketing Plan send him an email at mike@mikemarchev.com.
Mike’s daily column is made possible by AmaWaterways.
