Utilizing All Resources for a Multi-Channel Marketing Approach

Once you’ve reached your prospect by telephone, there are multiple ways you can, and should, connect with him: email, fax, voice mail, and good old, reliable snail mail should all be a part of your multi-channel marketing approach.

When you’ve hung up the telephone after speaking with your prospects you want to make sure that you and your product and services stay in their memory – preferably in a favorable way. Sending a visual reminder such as an email or a brochure gives them a way to see and remember the details of your offering.

Email Follow-Up.

One of the easiest and quickest ways to reconnect with your prospect is to send an email recap of the conversation. You can make this easy to accomplish by setting up a template, then personalizing it by adding specific details for each prospect you speak with.

Send an email recap after every phone call you have with a prospect. Use the same wording in the subject line of each email, for example, “Recap of appointment setting program, from Amanda.” Using the same subject line has a twofold purpose; first, you can tell your prospect what to look for in their email, and second, it will help you to easily retrieve your filed emails every few months, review your progress with a prospect, and follow-up again if necessary, with another phone call or by resending the recap with an additional message attached.

There are two types of emails that you can use in your prospecting efforts: (1) the pre-conversation, teaser email and (2) the recap email which puts in writing all of the details of your conversation. The teaser email is not meant to give details or pricing- rather, it will lay out benefits and features in a succinct way. Keep the teaser email simple; you want to give your prospect just enough information to be curious about your offering and want to take your phone call. Don’t try to sell the farm to a person you’ve never spoken with. The recap email is what you might send to the prospect when you have had the chance to share all details including cost to the prospect. This email can also be considered the proposal.

Make it Easy.

Some people would rather connect strictly by email; others prefer to talk on the phone. Make it easy for your prospects to contact you in the way that makes them the most comfortable. Make sure that your contact details, including your phone number, are always at the bottom of the signature line of your email. You can also try leaving a voice mail message. Be mindful to use voice mail sparingly, knowing full well they may not call you back! If you tend to leave lengthy voice mails, leave your number at the beginning as well as the end of the message.

Send a Fax.

You should have a one-page faxable “sell sheet”, which describes your offering, ready to send if a client asks for it. While the phrase “send me something in the mail,” (or by fax) can often be just a way for a prospect to blow off your call, it can also be a legitimate request for more information. Some people are visual learners; they prefer to hold something in their hand and read it before making a decision (even for an appointment). A fax is the quickest way to get them what they need. It can also give you a good reason for a follow-up phone call.

Hold your prospect accountable for reading what you send. Try using a phrase such as: “I’ll be faxing you the information you asked for as soon as we finish this call; then I’ll call you back next week to see what you thought about it, Okay?” This makes it clear to your prospect that you will be calling back.

Sending a fax is not appropriate for all industries. For example, if you are a graphic artist who depends on visual appeal to sell your product, you may not want to use this method. The fax, however, does have its place, particularly when you want to quickly send additional information to your prospect.

Snail Mail.

Not everyone likes the term “snail mail”, but it is an easy way to describe various delivery methods, so it’s sticking for the sake of this article! Whether you use the Post Office, UPS, Fed Ex or some other service, snail mail can sometimes be the most effective and reliable way to send additional materials to your prospect. You may have too large a volume of material to easily send by fax or email, and some people just don’t like email. In some professions, particularly where people are not near a desk during the workday, email just doesn’t work.

Some people are more likely to open a package or letter they receive in the mail than to open an email. While mail may be the slowest way to make a follow-up contact, don’t rule it out; in the right situation, it is a very effective way to follow-up with a client.

Remember, using several different methods to follow-up with a prospective client ensures that they will get your message.