Unfortunately, too often the inquiry response consists of sending an email, mailing your marketing brochure or calling the prospect back … as your time allows. And then that ‘jewell’ is set aside without further regard.
Rule #1: A Campaign Is Not Just One Follow-up Message
Your response campaigns should be a sustained activity over time. The inquiry is important, regardless of how many arrive through your marketing outreach. The biggest mistake marketers make is not contacting a prospect - who responded to your promotion - a second, third and even fourth time with phased and appropriate feedback to sustain their interest level. Think: Impressions, Impressions, Impressions!
Consider This: Everyday we see something online, on TV or on our cell phone that tickles our fancy. Some of us take time to explore a bit further and click to the page link to verify whether or not it ‘works’ for us. We may respond with a "contact us" click to learn more … or not. We may even call to learn more, but usually this is the least likely exploration out of the gate.
Never Passively 'Wave Back' At An Inquiry
All Inquiries Are A Golden Key:
- Use the email or telephone number associated with the inquiry
- Respond quickly
- Acknowledge their inquiry
- Let them know you appreciate their response
In other words, RESPOND. This one inquiry could be the most rewarding outreach you ever encounter so consider it a viable target.
Remember that while your promo piece caught their attention, they may not be in a position to purchase or spend time further evaluating your product today, this week or even this month. That's why campaigns work so well. If you tell them on pitch number two or three that you understand they aren't quite ready just yet to engage, suggest that you reconnect by phone or email next week or next month. Then DO IT!
Hey, By Now You Are Besties (well almost) And Your Campaign is Working
Yes, marketing campaigns are a lot of work, but friendly, positive and focused campaigns are very effective. And remember that you didn't find their contact information in the phone book … they contacted you!w