Focus on profitable sales by doing some things that your competition will never consider. There are a few key elements that are found in most successful companies: A product or service that solves a problem or fulfills a need; dedicated employees who are compensated well and made to feel important; and a constant focus on sales. Without sales, there is no business.
Thus, if you need to put more emphasis on sales, here is an innovative idea that can help you generate more sales without costing a lot of money.
Most companies, if they’ve been in business for a number of years, have clients that come and go. What if we were able to bring back some of the clients that left? After all, they liked us at one point. I think most companies, who have been in business for a while, have a goldmine in their previous clients. This is a great way to focus on profitable sales by bringing back former clients.
Thus, look back at all of your previous correspondences in the past few years and identify the ones that had positive comments about your product or service. Send a hand-written note card to the CEOs of each of the companies. I was taught that it’s much better to start at the top and come back down than the other way around.
Don’t use note cards with your company logo. They may think that you have lots of those and send them to everyone. Go to a nearby drugstore and buy note cards that have a design on the front and are blank inside. You can get a set by Hallmark or American Greetings, with envelopes, for about $7 or $8. That way they may think that you got the card just for them.
Do not put a return address on the back of the envelope. I want the recipient to open it up immediately. To bypass gatekeepers, write the word “Personal” on the lower left-hand corner of the front of the card. Never meter these. Use stamps and specifically commemorative stamps. They look different.
Inside, the card will only have one or two lines and no phone number. You’ll include your business card behind the greeting card in the envelope. That way, it will simply fall out when they open the card.
Write the following note inside the card: “Dear ____________. I’m sorry for whatever we did to lose your business. I’d give anything just to have coffee with you and see how you’re doing.”
People in my audiences who have done this have written to me and related the amazing results they got. A CEO in Portland, Oregon, after my speaking engagement, remembered that he lost a big client three years ago. He went out and bought the cards, bought the stamps, and wrote a short note, similar to the one above, to the CEO of the other company.
When the CEO of the other company got the card a few days later, he was so taken by the look of it (following my directions) that he called the sender right away. He said, “I don’t know what happened. Why don’t you get yourself over here tomorrow for lunch?” He went over for lunch and got the business back that week. This was a great way to focus on profitable sales.
Another CEO, who had lost a very lucrative client, decided to bring him back. This was a client that bought hundreds of thousands of dollars in product from him every year. The first CEO prepared the hand-written note card, in a similar fashion to the example above.
Once he had placed the commemorative stamp on the envelope, and it was ready to go, he decided to place the card in a Fedex envelope. He labeled the air bill “Personal” and had it set for delivery the next day.
The second CEO got the Fedex envelope the next day. He was so shaken up by the process that he called the first CEO and they set a time to get together that week. That meeting resulted in a $956,000 sale! When he wrote me an email, explaining what happened, the closing line was: “The words Thank You cannot mean enough!” What a great result when we focus on profitable sales.
If a previous client doesn’t respond to the first card, send another one a month or two later. On that note, you might say, “Dear _________. I was thinking about you today.”
If you want to be part of the crowd, then you could get lost among 200 emails. The hand-written note cards, when used in a continuous campaign, can indeed get you more profitable sales. The average person will never do this because they will think it can’t be that simple.
It is that simple and highly productive when you do it consistently. This is a very strong plan for strategic growth!
I’m suggesting you focus on 10 previous clients at a time and send each one a series of hand-written note cards, until they respond. I found that to be much more productive than being lost in those 200 emails.
Most people in business have not seen a hand-written note card in many years, if ever. That’s what makes this idea work so well and get such great results. A hand-written note card, by you and not your secretary, is a very personal touch. It is feelings from the heart, expressed on paper.
This process makes the other person feel important. It appears that you actually took the time to go buy a card, a commemorative stamp, and you personally wrote a note. How much of that is being done these days? Hardly anyone is doing this.
That’s why it’s going to set you apart and help you get some of the past business back.
Want to get more sales from existing clients? Use the hand-written note card idea and use it often. When a client places a new order, send a ‘thank you’ note. If you have a nice conversation on the phone with a customer, send a ‘thank you’ note stating: “Dear _____, I enjoyed our phone conversation Thursday morning.” This shows that you are very thoughtful and it will make an impact.
When is the last time a customer got a note like that? Can we say, “Never?” That’s why this has such a profound impact. It shows that you considered the conversation important, you enjoyed it, and you wanted to express your feelings in a very special way.
It’s a series of steps, like these, that can bring back previous customers and help you get more sales with existing customers. Just think of how it makes you feel when you get a hand-written note card from someone else? This is such a simple way to focus on profitable sales.
One CEO told me about a process they follow at his company on Friday afternoon which includes hand-written note cards.
At 3:30 every Friday afternoon, he and his 80 employees sit down to write two notes of appreciation. Phones are turned off. Soothing music is put on and wine is brought in for all employees. Everyone’s assignment is to write two notes of appreciation. One to someone within the company and one to a customer or supplier outside the company.
Their note cards have the following printed on the cover in a big heart: “With heartfelt gratitude.”
The CEO of that company told me that this Friday afternoon habit has dramatically improved the morale at his company and has added tremendously to their level of success.
As a result, employees throughout the week are looking for moments of appreciation they can write about on Friday afternoon. Thus, people are focusing on the positives rather than the negatives.
Use the above ideas for 90 days and watch how they improve your sales and your success!
“I focus on profitable sales by bringing back previous clients and showing great appreciation!”
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Copyright 2017 by Boaz Rauchwerger