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Highly effective closers are acutely tuned into buying signals.

I’ve often spoken about the power of direct mail. It has critically changed my life on several occasions. I’ve rarely shared this story but I think it is another great example of the power of direct mail to change lives.

A while back now, my first business had just folded. I was in need of a pay check at the time, so that I could draw breath and plan my next move.

I wrangled up a casual job telemarketing through a family friend. Good deal really. It was 15 hours a week over 3 days. I was making enough money to cover costs with plenty of spare time to ponder what next.

It wasn’t long after this that I would go on to write copy for a living, but at this stage I didn’t know it was called copywriting, I didn’t know you could do it for a living so I didn’t have the ambition to do so.

I was there to build a mailing list. That was my job. Find the people to go and sell the company’s software to. So I did this for 5 hours a day. I called businesses get the name of the appropriate decision maker. Then when there was an hour to go I would to get the mailing organised and send it out.

After 2 weeks of this the sales team was so far behind on their follow up calls that I was on thin ice.

Nobody could quite believe my success rate on the phone.

After about a month I looked at the mailer being sent out. In a moment of arrogance I thought, yeah I could write a better letter than that.

So I gave it a go. It took me all of two hours. So I was paid like $60 for it.

We mailed about 100. Got three meetings. If memory serves they would make $500 per month from a sale at a minimum, plus consulting, plus ongoing training. So the guy who ran the business was pretty excited.

I think one of them went ahead.

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