Discussion:Direct mail campaign - Part deux

I got a couple of books on direct marketing from the local library and crafted a brief 1 page letter to send to recently formed businesses in the area. I purchased a list of new businesses and got 300 contacts. Obtained some nice oversize envelopes so the letters stand out. Addressed each letter personally to the business owner, and signed each letter individually.

I mailed them out yesterday and have my fingers crossed... Total outlay was about $400. I hope to get at least one call! Will keep you posted.

Pete

Have you considered just calling them? You are 100% sure when they have received your message. JMO but if you call asking if you can drop by for 10 minutes to introduce yourself and explain your services, many will be more than happy to set up an appointment. You may not get any business from it but I'd bet 20% would be willing to at least meet with you for 10 minutes.

What about postcards being mailed to them 3-4x per year?

Here is how you actively avoid making the difficult cold call (once you've talked to a few people you realize how easy it is):

1. get in the office at 7:00 or earlier. 2. dial the offices of prospects - 20 per day can be done in 30 minutes. 3. most won't be there, the ones that are will screen their calls so you don't have to actually talk with them 4. Leave a message like "This is Doug over at Bleaker and Bleaker. When you have 10 minutes, please give me a call at 555-5555. Thanks and I'll talk to you later" 5. 75% will return your phone call that day if they can't anticipate what the call is about. This doesn't work if your company name is Doug's Tax and Accounting. Curiosity and their superior customer service will make them call. Keep a quality list of who you called and when because you don't want to ask them "who are you again?" or "where is your office?" when they say their name and you barely understood it. If it sounds like the guy said his name was Joe Breaker, you can look down your list mid-call and see you called Joe Peaker this morning and know instantly - you can just verify their address. 6. When they call you back you will be more comfortable because you know they have a few minutes. 7. Just tell them you wanted to introduce yourself and see if you could stop by their office for a 10 minute meeting to introduce them to your service. 8. 1 in 5 will be unhappy with their current accountant (even if it's themselves or their spouse) and will consider 10 minutes worth the time.

You have just made the cold call a heck of a lot easier. I did this for a litigation support business when trying to meet attorney's who are notoriously difficult to get in touch with. I had 300 attorney's in my list and met with over 150 of them.

Have a 5 minute presentation set up and be prepared for it to last 30+ minutes. I've had prospects literally interview me for the job during our 10 minute introduction meeting

I began by calling them the Friday they filed but after filing for my personal business license I understood why I was hung up on by a lot of people....I literally would get 100 calls day one. So I began changing to call about a week after the license hit on Friday--they seemed much more accepting. That seemed to work better.

I sliced the list down to eliminate the rif-raff--oddball names, the drywall illegals, the other people who can't properly spell business names, etc. That left me with a good list and probably 1-2 of 100 calls expressed an interest and I sent them information combined with a follow-up call. The problem is that most of these people are immature business owners with zero chances of success, some with zero chances of revenue, and they know it. So they don't have money to pay us and if they do, they generally have an Accountant they consulted up front. If the person answers the business phone listed with a "hullo" or a "go" or had the price is right playing in the background, I would just say "sorry, wrong number".

The honest assessment is that you must take rejection well and be willing to tough it out. Both of my clients I picked up had been trying to get other CPA's or EA's to call them back but were too problematic of a client. I was willing to take them so that's the only clients I received and they took a tremendous amount of coaching to get to autopilot. Don't expect top shelf clients from these efforts.

I have a prepped script that answers the "I am just getting started" nonsense. These people are the ones you see 6 months to a year later with IRS/State problems.

Thanks,

Michael

Michael: You are lucky to get the listings for free so easily. In NYC the only way to get the list is to go down to the County Clerk and do a manual search. I used a listing provider (InfoUSA) and they give you all the new business certificates, plus new company formations and professional licenses. I spent $180 and got 300 names. We'll see how it goes.

Your 3 pages may have been the problem. Glad to see you did 1, but direct mail usually is a turn-off to most people.

Look here for a response I gave:

Discussion:Frank Salman or Dan Kennedy

Tom

- Mailed 294 letters to new businesses in my area - 28 were returned to sender (9.5%) - Received 2 calls (0.68% response rate)

I am meeting with the two prospects tomorrow and hope to turn 1 into a client. If I get more responses I will post another update. Overall I am very happy with the response considering it's only my second try. I will plan to do another mailing after labor day.

Pete

Our state bar has a book with lawyers and addresses broken down by city which I'm sure you could purchase. They probably have it on a disk too. So, check with the bar association of your state.

Frankly, I wouldn't waste my time with doctors (probably 3/4 of their mail is solicitations). Maybe dentists would be worth a try, though. What about optomitrists (OD)?

P.S. Don't waste your postage on lawyers that work for the govt., which is usually pretty clear from the address.

P.P.S. Be realistic. We are in the middle of a recession which seems to be going sideways. So, some of your work may not bear immediate fruit.

Also, don't wait until after Labor Day. You need to try to do something every month.

For the new business listings I was thinking after Labor Day only because the vacation season is upon us... although a lot of people can't afford vacations this year...

Thanks for the feedback Crow, I enjoy reading your posts- I sometimes think you should quit your day job and go write for David Letterman!

Pete