Although there may not be any “Do-Overs” or “Mulligans” in business these days, there is certainly a time and rationale for “Try-Agains.” Let me explain.
I recently sent out a blast email promoting one of my books. In this case I was featuring my How To Capture More Profitable River Cruise Business. 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 to come in almost immediately. It is funny how when you ask somebody to buy something some people actually buys something! (I am talking to you, sales pro. “Ask” and see what happens. You may surprise yourself.)
You can call it “closing.” I prefer to it as “asking.” Regardless of what you call it, in my case the mission was successful.
The following day, (and here comes today’s message) I sent the exact same email out to the exact same list. (The same you say? Yes, the exact same.)
Some might think my behavior was a bit pushy. You might use the word obnoxious. A few may even interpret my behavior as being overly aggressive. No. No. And no.
When I hit the button on day two, experience told me that I should expect a full 50% of my initial number of orders. This is a sound marketing tactic. It is known as “repetition.” And repetition my friends, is not a four letter word. Far from it.
In my case however, the 50% expectation did not happen.
What did happen was that I received MORE orders on day two than I received on day one. Fancy that!
This proves that repetition is not a bad thing in and of itself. People are inundated with incoming communications and in order for you to get through the noise you have to take a couple of swings.
The people who become physically and visibly upset with your tenaciousness can be considered “the price of doing business.” This is what it is. You can’t be all things to all people. Some good citizens out there in your area are not going to “buy your act” regardless of what you do, say, promise or suggest. They will want nothing to do with you. (This is their loss.) 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.
Mike Marchev is always looking for a few more proactive travel professionals to join his Sales and Marketing Club. Send for details.