3 Steps to getting your lead gen read
Posted October 02, 2007 11:03 by Hoard Client Systems CEO.
About Hoard Client Systems CEO
Hoard Client Systems CEO's affinity for investing and financial matters began more than 20 years ago when he began investing in the stock market through a class in high school. Now, in 2006, he is being looked to for his innovation in altering the efficiency in which financial professionals communicate with clients.
How do you create a person that wants to talk to you? Why do I use the word create? Because let’s face it, no one wants to talk to us. They don’t want to hear about our great investment or service. They are suspicious of us and our motives. Caveat emptor.
So we actually have to take someone that is skeptical and help them towards wanting to talk to you. How?
First, we have to realize the old sales adage:
They don’t care how much you know…until they know how much you care.
How do we show that we care? How do we show our friends or family that we care? We contact them right? Well the easiest way to contact them is with a phone call right? But you can only make 20 or 30 calls an hour and you can only make that many because you are going to get the answering machine most of the time.
Plus by the end of the day you are going to be sick and tired of calling and you’ll be ready for the funny farm by the end of the week.
What’s the alternative? Very focused…Very personal direct mail. If you do it right, you can have a conversation with 1000’s of people in just one week. Try that with phone calls!
How do you do it right?
- Make it sound personal—send a targeted message to the prospect or client. If they are retired make sure the message has something to do with retirement issues. Or make it even better by targeting even more precisely…address it to the woman and make it about retirement issues for women…Or make it better yet by targeting even further…address it to the woman who retired from a teaching job…IF YOU GET IT DOWN THIS FAR…YOU’LL BLOW THE DOORS OFF YOUR PREVIOUS LEAD GENERATION!
- Make it look personal—send your message in a manner that ensures them that you care about them as an individual…send it handwritten. It takes time and effort to write a handwritten note…when you spend time and effort on someone they know that you care.
- Get it Read—The best message in the world is worthless if nobody hears it. You must make sure that your direct mail gets read. There is only one way that I know that guarantees your direct mail will be read. 100% of handwritten notes get read. There is something magical about a handwritten note, you can’t throw it without first reading it.
When you follow the 3 suggestions above, you are going to see huge returns on investment as Bruce Elfenbein did last month. Take a look at what he did with just an $80 investment following the above suggestions vs. the “old tried and true” direct mail/newspaper advertising spending $2,000. Bruce wrote to Hoard.
One of the most difficult and time-consuming jobs that an agent has is maintaining regular contact with their client base. When I first learned of your system, with it's handwritten notes, I had a feeling that this could be the answer to my prayers. In the past month, I've spent almost $2000 on direct mail and newspaper advertising and it generated only one possible prospect. I also sent out a copy of your article to 62 clients, some of whom I haven't really touched base with for over a year. The article just started to arrive and I received two calls on the first day it hit. The first call was from a client (whom I haven't touched base with for quite a while) who needed me to help a friend of theirs. They wanted to set up an appointment right away to meet their friend at their house (I wish all my referrals did that). While the commission on that sale is relatively small,It will pay for the mailing several times over. The second call was from a client who wants me to rollover some large annuities for him...something I have been trying to accomplish for quite a while. WOW!!! In my many years of sales, I have never seen anything that generates such quick and measurable results (not to mention a very low price). Thanks HOARD. Sincerely,Bruce ElfenbeinSecuRetirementHollywood, FL P.S. - I've already submitted a campaign for next month. Keep em' coming! P.P.S. - Two weeks have gone by since my letter to you. Just wanted you to know that a campaign with HOARD that cost me less than $80 has already generated commissions in excess of $5000 (with maybe a little more to come). Can anybody say supercalifragilisticextracosteffective?I love that!!! SUPERCALIFRAGILISTICEXTRACOSTEFFECTIVE!
