A client complained to me that his email campaign wasn’t working.
“The phone’s just not ringing,” he said.
He’s a commercial real estate broker.
He sends notices about properties for sale to prospects. The emails link to a more detailed flier and prospectus.
I checked the stats for the last email he sent before he told me the campaign didn’t work.
Twenty-two people clicked the link to the flier/prospectus.
I suggested he send a follow-up email to those who clicked, inviting them to tour the property. I suggested he should follow that email with a phone call one day later.
He did what I suggested.
Five people scheduled tours.
Two bid on the property.
He sold it for more than he’d hoped.
He now tracks who clicks on his emails and conducts the same follow-up every time.
Digital marketing tools — email, social media and others — haven’t reinvented how business-to-business salespeople close deals. You still need to pick up the phone. You still need to meet in person. You still need to work through the details.
This broker was blasting emails and expected the phone to ring off the hook with buyers asking, “Where do I sign.”
When that didn’t happen, he decided email didn’t work.
But it DID work…
…as a prospecting tool…
…to show him who was interested…
…so he could get to work connecting with real, warm prospects…
…and close sales more quickly.
If you typically close deals with one-on-one, personal interactions on the phone or in person, don’t expect your email campaigns to change that.
Emails won’t close the sales. Those personal interactions will.
But emails will reveal with whom you should interact. You don’t have time to call the 2,200 people in your database. But you can easily call the 22 who clicked on your email. Chances are one of those calls will lead to a sale..
Tom
MarketVolt
p.s. Here’s a fun riddle: Name the two states in the USA that border the most states. Answer: Tennessee (Missouri, Kentucky, Virginia, North Carolina, Georgia, Alabama, Mississippi and Arkansas) and Missouri (Iowa, Illinois, Kentucky, Tennessee, Arkansas, Oklahoma, Kansas and Nebraska).
p.p.s. We help businesses figure out what they sell and how. Then we help them identify and connect with their target markets so people will view you as a welcome guest and listen to what you’re saying. If you want to discuss how to make it happen for your business, email me at tom@marketvolt.com. For no charge and no strings attached, we’ll discuss with you how you’re building email lists, generating new leads and generally finding and connecting with prospects.
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