Hopefully, you have worked out your average customer value and that has also helped you work out how much money you can afford to spend on your marketing efforts.
When it comes to acquiring new customers, from your dream list, it is best to go above and beyond what you would usually do to turn prospects into clients. An email campaign is probably going to be cheap, but for a high value client, it just isn’t going to cut the mustard!
So, time to get your creative thinking cap on. Here are some ideas to get you started with the next step:
- Write a hand-written letter: When was the last time you received a hand-written letter? Exactly! It’s a great idea for that exact reason. Be sure to handwrite the address on the envelope too and maybe include something lumpy; it could be a branded pen, sweets or a USB stick, to make whoever opens it curious…that’s the point. You could follow up this one with more hand-written letters and then pick up the phone to have a conversation. Plan the letters you will send before sending the first one, with a clear, documented plan of what you want to achieve from this.
- Send a thoughtful package: Now that you have researched your dream list, you should know enough about them to think about what they may appreciate receiving in the post. Again, lumpy mail has more chance of being seen by the right person. For example, a prospect that likes golf; send them a nice little golf package – golf balls, golf tees and golf gloves. If you’re a good golfer, invite them out for a game and a spot of lunch too, who could turn that down? Another example, a prospect that has an office dog; send them a gift basket for their beloved pet! Dog treats, bones, toys and a nice new lead; not only is it thoughtful, it’s genius! Follow this up with a phone call and have a conversation. Again, create a documented plan of what you want to achieve from this.
- Look at what your own organisation does; could you offer something of value? Do you provide training, health & safety days or memberships? The list is endless! The prospects on your dream list own their own organisations, so extending the offer of some complimentary training for their staff, for example, would certainly get their attention. Don’t use the word free; always use complimentary. Again, create a documented plan of what you want to achieve from this.
Now, it’s over to you…good luck!
Did you find this information useful? Download or print out our PDF. It also includes part one, two and three – it may come in handy! What is a Dream List – Part One – Four PDF
You can also read more about our social media and marketing hints & tips on our blog section here.
Pick up the phone and call our helpful team on 01843 572600 if you would like any advice on your marketing. We are always happy to help!