Successful Customer Prospecting

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Learn the most important factors determining the success or failure of your next prospecting campaign.

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Successful Customer Prospecting

  1. 1. Successful Prospecting: Finding Customers Who Are Passionate About Your Products or Services Blase Ciabaton www.TheDirectMailMan.com Naples PrintSource July 2010
  2. 2. Identify your target audience <ul><li>Business to Consumer </li></ul><ul><li>Business to Business </li></ul><ul><li>According to John Coe, author of The Fundamentals of Business-to-Business Sales & Marketing, 50% -70% of the success of a mailing campaign is determined by the mailing list. </li></ul>
  3. 3. What you need to know about consumer lists <ul><li>Most people don't realize how much information is available about consumers. </li></ul><ul><li>What are Lifestyle Mailing Lists? </li></ul><ul><li>What are Modeled lists? </li></ul>What you need to know about business lists <ul><li>Business lists can be far more targeted than people realize </li></ul>
  4. 4. What tactics will you use to attract potential customers? <ul><li>Options to increase chances of clients finding you </li></ul><ul><ul><ul><li>SEO </li></ul></ul></ul><ul><ul><ul><li>Pay Per Click (PPC) </li></ul></ul></ul><ul><ul><ul><li>Traditional print, radio & TV Advertising </li></ul></ul></ul><ul><li>Go out and find your own clients </li></ul>
  5. 5. Set a goal for each campaign that you launch <ul><li>The goal does NOT have to be &quot;Making a Sale“ </li></ul><ul><li>If you've truly identified a quality target list of prospects then you need to plan a multi-touch campaign </li></ul><ul><li>7 is considered the magic number of times a person must see your message before they’re ready to buy. (Source: ProspectZone.com) </li></ul>
  6. 6. <ul><li>Consider: </li></ul><ul><ul><ul><li>Segmenting your list </li></ul></ul></ul><ul><ul><ul><li>using variable data &variable graphics </li></ul></ul></ul><ul><ul><ul><li>using a PURL </li></ul></ul></ul>Make your message relevant!
  7. 9. What are the components of a PURL? <ul><li>www.YourWebsiteNameHere.com/FirstNameLastName </li></ul><ul><li>Customized landing page that greets visitor by name </li></ul><ul><li>Ability to use landing page to capture additional information about the prospects </li></ul><ul><li>Great data on which prospects visited their PURL page </li></ul>
  8. 10. Summary <ul><li>Identify your target audience </li></ul><ul><li>Consider tactics to attract potential customers </li></ul><ul><li>Plan multiple &quot;touches“ </li></ul><ul><li>Set a measurable goal for each campaign </li></ul><ul><li>Make your message relevant </li></ul><ul><li>Evaluate results based on goals </li></ul>
  9. 11. <ul><li>Blase Ciabaton </li></ul><ul><li>(239) 263-2500 </li></ul><ul><li>[email_address] </li></ul><ul><li>www.TheDirectMailMan.com </li></ul>

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