Calling All Customers

Find it difficult to find new clients? Our Sales Expert explains how to introduce your business with a mail campaign.
By Danielle Kennedy (Entrepreneur.com)

Q: I'm starting a new business and I'm not sure how to get new customers. Where do I start?

A: A new business doesn't exist in the minds of its future customers. Your challenge is to make them aware of your services as effectively, yet as inexpensively, as possible in the shortest period of time. I chose a mail campaign because it meets that criteria. Here are four steps to help guide you through your own mail campaign:

1. Send a wake-up call to customers. Build your databases around specific niche markets. Create lists of people who buy services similar to what you offer and call it a "Targeted Profile" niche. For example, if you own a toy store, buy a list of names of parents and teachers from your local school district. Can't afford to buy lists yet? Ask someone you know who is connected to the niche for help.

Create a list that includes your insurance agent, banker, accountant, hair stylist and printer. Call it your "Personal Services" niche. You gave them the opportunity. Now ask them for one, too.

Start a "Past Life Acquaintances" niche. It's a new trend. Get on the Internet to renew old friendships with school chums and organize class reunions. Update them on your new business.

2. Write a specific introductory letter for each niche. Here's a sample letter for the "Targeted Profile" niche:

Dear Customer: (Use their name.)

You owe it to yourself to study your options. The next time you need a (window washer, new toy, etc.), please take the opportunity to stop by (or call) for a free quote. You may discover you're not getting certain benefits you deserve, such as our money-back guarantee if you're not 100 percent satisfied with our product.

We're proud of our services so it's important we get the word out to people like you. Don't miss this opportunity to explore your options.

Sincerely,
(Sign your name.)
Business owner

P.S. Call today at 888-8888.

3. Mail 30 letters a day. Send only 30 to 40 letters per day to each niche. Smaller mailings make follow-up manageable for the new business owner. Later, when your budget increases, you can consider bigger mailings.

4. Follow up within seven days. Use a past customer to help you get the business. You can e-mail, or fax them a past customer endorsement letter or comment with a note or voice-mail message: "Our mutual friend Ellen asked me to pass her seal of approval on to you. Give her a call if you want more information about our services."

If you don't have someone to intervene yet, follow up with this script: " Did you receive my letter regarding our services?"(Response: Yes) "Are you currently in the market for _____? (Yes) " I promise it will be worth your time to just listen to what we can offer you."

If they say no, ask: "Do you want to be taken off our list, or can I continue to keep you posted on our product?"

Your new customers are everywhere. So ask for business all day long. Someday your customers will be glad you did.

Danielle Kennedy is an authority on sales, business development, leadership and personal development.

Danielle holds a bachelor's degree in communication, a master's degree in professional writing and an honorary doctorate in humanities. She is the author of six books. Her latest, Seven Figure Selling and Balancing Acts: An Inspirational Guide For Working Mothers, is available in bookstores now.

The opinions expressed in this column are those of the author, not of Entrepreneur.com. All answers are intended to be general in nature, without regard to specific geographical areas or circumstances, and should only be relied upon after consulting an appropriate expert, such as an attorney or accountant.

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