Finding Business in this Economy
It's a question that is often asked in recent broker seminars here at Schinnerer. How do I find new business or grow my existing business in this economy? It matters little what business you're in - it's still a pertinent topic of discussion. It doesn't always take more money. It may take a little more time and planning. But consistent communications often brings new customers. Here are a few suggestions.
1. If you don't do mailings, start. People need to be reminded about you and your firm.
2. Keep the content relevant. Remember who your audience is. They don't so much want to know about you and your firm, but how your firm can help them.
3. Make it short. Who has time to read a long letter? Instead, state your case up front and give them a few bullets. It looks short. It is short. So they will take the time to read it.
4. Emphasize what you want to say. Pick the one key phrase that is the most important thing you want to say to prospects and put it in color, or bold it or somehow emphasize it. Remember, just one phrase.
5. How are you mailing your piece? We've found that oversized envelopes get a much better response than a business size #10. It may cost a little more to mail, but it looks more impressive sitting in a mailbox and the pieces inside are neat and flat - easily filed for later review.
6. How often are you mailing? This step can not be overemphasized. If your plan is to mail to prospects and wait for the phone calls, you will be disappointed. Instead, remember that everyone makes decisions differently. So you need to be there when they are ready to make a decision. That might mean setting up a monthly mailing. Or it might be that you mail every week for 6 weeks. Just make sure you are touching your prospect at least 3 consecutive times, fairly close together.
7. Finally, follow up. You've been careful enough to coordinate a good campaign. Now it's time to reap the rewards. Begin making your calls. If you never get through the list because you get so busy, that's OK. The campaign has done its job.