Succeeding With Direct Mail
In order to succeed in financial services you need a steady stream of potential clients, allowing you to consistently grow your book of business. Direct response mailers, commonly referred to as “lead drops” are an affordable and efficient way to ensure you have prospects all year long.
But, like anything else, managing a lead drop campaign requires a well-coordinated strategy and proper planning. That’s why we created this guide to help you navigate the confusion and set you up for success from the start.
Watch and Learn
Here are five easy steps you can follow to help you get the most out of your investment:
78% of decision makers have taken an appointment or attended an event that came from an email or cold call.1
That level of opportunity means that developing a strategy is critical to ensuring the success of your lead drop campaign.
80% of sales require 5 follow ups, yet the average sales person makes only 2 attempts to reach a prospect.2
1 SOURCE: Impact Communications
2 SOURCE: Sirius Decisions
Tips for Successful Appointment Setting
Book More Appointments
One of the most common misconceptions about appointment setting is that scripting your calls will make you sound canned and inauthentic. The truth is, having a script helps you better prepare for how you’ll introduce yourself, how you’ll ask for the appointment and how you’ll respond to objections and questions you’re likely to hear. A good script is a roadmap. It should keep you focused, on point and ultimately, make you more successful.
Sample Script for Appointment Setting
Good Morning, this is [YOUR NAME] with [COMPANY NAME] here in [CITY/AREA].
Is this [PROSPECT NAME]?
Great! Glad I caught you. [MR/MRS PROSPECT], you sent a card back to me [LAST MONTH] requesting additional information on [AREA OF INTEREST]. I’m going to be in your area on [TUESDAY & WEDNESDAY] – When is a better day for me to stop by and talk to you?
Is 10 o’clock this [TUESDAY] OK for you or would you rather meet in the afternoon?
I have [PROSPECT ADDRESS], is that your current address where you’d like to meet?
Thank you [PROSPECT NAME]. I look forward to meeting with you on [DAY] at [TIME].
A Note About Voice Messages
Voicemails should be a part of any contact strategy, so it makes sense that you be well prepared to leave effective voice messages.
Keep them under thirty seconds. The quicker you can get to your point, the better.
Practice! You may not be able to practice making calls, but you can leave messages for yourself. When you listen to them, note how long they are; do you speak clearly, or too quickly? Ask yourself, “would I call me back?”
Sample voicemail script:
Hi [MR/MRS PROSPECT], this is [YOUR NAME]. I’m calling about a card you sent to me requesting more information on [SELECTED TOPIC]. Please give me a call back at your convenience so we can discuss the best way to get you that information. I can be reached at [XXX-XXXX]. Thanks very much.
Ready for primetime? Call our office and leave a message for us — and we’ll give some feedback.
[MR/MRS PROSPECT], I understand that you send things in and that you forget that you sent them, but I do have a card here with your signature on it – and I’ll show you this card when we speak. Obviously you’re concerned about [INTEREST/CONCERN]? Would you like for me to show you a way to [BENEFIT/SOLUTION]?
I will be there for 30 minutes – If I’m there for longer than 30 minutes, it’s because you wanted me to be there.
OR…It’s taken you a lifetime to accumulate what you have. I’m sure you’ll agree it’s worth a few minutes to discuss how you might [PROTECT/GROW] it. Would mornings or afternoons be better?
(Hint! The talking points that came with your mail piece are a great place to start when responding to this objection!)
The brochure will answer many of your basic questions but it doesn’t provide specific solutions to your needs. That’s why I ask for just 30 minutes. If I’m there for longer than that, it’s because you wanted me to be there. Would mornings or afternoons be better?
All right, I will need to gather your contact information. Typically we can go through the brochure and answer any questions you may have in about 10 or 15 minutes. Would it be more convenient for me to deliver it to your home or for you to come by my office?
[MR/MRS PROSPECT], my intent is to help you and your family beyond simply mailing you a brochure. I want to see that all of your questions and concerns are met with answers that make sense. If you do not need my assistance beyond our initial meeting, then at least you will have your questions answered, and you will be closer to where you want to be. Does that sound fair?
— OR —
Answer: I am happy to honor your request. I’ll have your information in the mail today and I’ll follow up with you in a few days to answer any questions you have at that time.