Although there may not be many “do-overs” or “mulligans” in business these days, there is certainly time and rationale for “Do-Agains.”
Allow me to explain.
I recently sent out a blast email promoting one of my books. In this case I was featuring my 52-Week Sales Planner. What better time to start planning for a brighter future than right now? I wrote a sales letter and hit the button which sent my words out into internet land.
As expected, the orders began enter my email inbox. (I love it when that happens.) It is funny how when you ask somebody to buy something, they sometimes actually buy something. (I am talking to you, sales pro. Ask more and see what happens. You may surprise yourself.)
Some refer to this tactic as “closing” which is exactly why more sales people do not perform this task. I prefer to refer to it as “asking.” In any event, my mission was successful.
The following day, (and here is today’s message) I sent the exact same email out to the exact same list. (The nerve of me!) I realized that a few recipients would consider this action as being pushy. Others might have labeled me “obnoxious.” Some may even have interpreted this as aggressive behavior from somebody who was certainly going out of business. No. No. And ‘no’ again.
When I hit the button on day two, experience and research told me that I should expect a full 50% of the number of orders I received on day one. This is sound marketing intelligence. (I don’t make this stuff up.)
In my case however, this did not happen. What did happen was that I received MORE orders on day two than I received on day one. This proved that repetition is not a bad thing. People are inundated with communications today and in order for you to get through the noise in many instances, you might have to take a couple of passes at your targeted audience. The people who become upset with gentle tenaciousness are the price of doing business. Sorry good reader, regardless of how cool you are, you can’t be all things to all people. The faster some people opt off your list, the quicker you should be thanking them for the courtesy.
Repetition. Persistence. Diligence. These are the words that are going to see you through to the finish line. And for you procrastinators, here is another chance to place a vote for you and your future.
My 52-Week Sales Planner is a simple system that is designed to take your budget, time constraints, and personality and direct them toward a successful and profitable sales campaign. It works for others and it will work for you. You don’t have to buy mine. Design your own daily planner, and then live by it.
Mike Marchev is a down-to-earth motivating sales trainer, author and business coach who specializes in the travel industry. For a complimentary copy of Mike’s 12-Word Marketing Plan send him an email at firstname.lastname@example.org with the number “12” in the Subject Box. His daily column is made possible by AmaWaterways.