We are going through a mini-series about structured selling. I want to talk to you about a really important topic. How can you make money long-term after your campaign is over? Here is a very important statement. Pay close attention: Data is your friend. When you are in the field, data is your best […]
We are going through a mini-series about structured selling. I want to talk to you about a really important topic. How can you make money long-term after your campaign is over?
Here is a very important statement. Pay close attention: Data is your friend. When you are in the field, data is your best friend. Here are some ideas to help you make money from a campaign long term.
Twenty years ago when a campaign was completed, sales people just went into the next campaign. I remember having thirty sales people in the field when I worked for TruGreen. We would have a campaign in a huge city, going from house to house in an entire area. Once the calls and sales for that area were completed, we didn’t make any more money there. We may have had a few callbacks, but we basically just began in the next area.
By using data and social media marketing, you can continue to make money on your efforts long term. Not only that, you can re-run the campaign in the future, but with better data. One of the most important things you will do is to track the data you have. Think about this before you get your campaign going. What data do I want to track?
1. Definitely get the email address. This is probably, still, the most important piece of data. A lot of people are saying, “No, you must get social media connections.” That’s good, but how do you get them to do that? If you get an email address, you can invite them to connect with you on LinkedIn and advertise to them on Facebook. Once you have the email you can drip market them via email. Do all of these things.
Collect the status of this particular prospect. Were they interested or not? Why weren’t they interested? Is there a follow-up date? Make some notes. This data is important because you are going to start recycling your campaign every year.
Some of you could set yourself up to make a fortune in merchant services. I suggest you create a great value proposition for pizza shops, for example, in your area. Run your campaign every single year in January and February. Why? Because each time you go back, your data is so much better. Prospects that weren’t interested before might be now. Walk in and say, “Hey, how is it going? I came here six or eight months ago and talked to you a little bit.” Have the conversation using your connecting point. “I know you were having some issues with your local bank when I was here last. Are you still having that issue?” When you come back three or four times, running the same campaign, these people get to know you. They know you are still local and begin to trust you more. You are going to get more sales throughout that campaign. Don’t be afraid to run your campaigns over again but have the data you need to facilitate that.
So, collect email addresses to get connected through social media. Butmost important, the foundation here is making data your friend. Collect data so you can leverage it long term to make money even after your campaign is over.