Successful Customer Prospecting

Successful Prospecting:

Finding Customers Who Are Passionate About Your Products or Services

Blase Ciabatonwww.TheDirectMailMan.com

Naples PrintSource

July 2010

Identify your target audience

• Business to Consumer

• Business to Business

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.

What you need to know about consumer lists

• Most people don't realize how much information is available about consumers.

• What are Lifestyle Mailing Lists? • What are Modeled lists?

What you need to know about business lists

• Business lists can be far more targeted than people realize

What tactics will you use to attract potential customers?

• Options to increase chances of clients finding you• SEO• Pay Per Click (PPC)• Traditional print, radio & TV Advertising

• Go out and find your own clients

Set a goal for each campaign that you launch

The goal does NOT have to be "Making a Sale“

If you've truly identified a quality target list of prospects then you need to plan a multi-touch campaign

7 is considered the magic number of times a person must see your message before they’re ready to buy. (Source: ProspectZone.com)

Make your message relevant!

Consider:

Segmenting your list using variable data &variable graphics using a PURL

What are the components of a PURL?

www.YourWebsiteNameHere.com/FirstNameLastName

Customized landing page that greets visitor by name

Ability to use landing page to capture additional information about the prospects

Great data on which prospects visited their PURL page

Summary

Identify your target audience Consider tactics to attract potential customers Plan multiple "touches“ Set a measurable goal for each campaign Make your message relevant Evaluate results based on goals

Blase Ciabaton

(239) 263-2500

TheDirectMailMan@gmail.com

www.TheDirectMailMan.com