How To Shock and Awe More Clients and Make More Money
Do you “shock and awe” potential clients and customers when they inquire about your services?
Your marketing is paying off and you get a call from a potential new client and they ask you to send them information about your product or service… what do you do next?
Typically, a brochure or sales sheet goes into an envelope with a formal sounding “thank-you for the opportunity to…” letter and a business card. It’s sent by regular mail with a label and metered postage. The hope is that this will impress the prospect so much that they will just have to do business with you. When I say typically, what I really mean is that the businesses that take the time to get a physical address and respond to an inquiry usually do something like the above. With all the internet capabilities a lot of companies just direct the potential client to their website – with no process for getting contact information – and hope the potential client is impressed enough to call again.
Those processes do not “shock and awe” potential clients. In fact, if they have contacted any of your competitors most of them will do just about the same thing. No one will stand out to the potential client.
So, what can you do to separate yourself from the “pack” and literally dazzle people when they inquire about your products and services?
Create a “shock and awe” package and literally knock the socks off your competition. This tool could be one of the most powerful in any Renegade’s marketing arsenal yet very few will take the time and make the little extra financial investment that will pay itself back many times over.
Here is an example of a “shock and awe” package and how to use it to win customers and frustrate the heck out of your competitors. We’ll use a window company for this example, but it applies to any business.
Here’s a sample of what goes in the “package”:
First, a personalized letter that uses the word “you” at least three times more than the words “we” and “I”.
Second, a detailed description of the sales process, estimating process, necessary agreements, pre-installation process, installation process, quality control checklist, after installation care, guarantees, and follow-up procedures.
Third, a comb-bound book of before and after photos of at least a dozen (could be one hundred) completed projects.
Fourth, ten or more testimonials from satisfied clients who will allow you to use their full name and city or town.
Fifth, a complete description of you and your business including family information right down to a number of kids and type of dog or cat.
Sixth, a one-page sheet that completely describes all guarantees, warranties, and promises in a format that does not require an attorney to decipher.
Seventh, a complete list of your credentials including but not limited to licenses, bonding, years of experience, certifications, awards, and specialized training (you and your employees) and any special tools that you use.
Eighth, photocopies of any press releases or announcements about your company that have appeared in the paper or trade magazines.
Ninth, catalogs and brochures from your manufacturers with lots of photos and information.
Tenth, a special offer with an incentive and a deadline.
Eleventh, and probably the most critical (believe it or not), a small box of quality cookies and a package of specialty coffee with a note that says the following:
“I know that we have sent you a lot of information. It may take you a half-hour or more to look at all of it. While you are looking at everything, enjoy a cup of great coffee, and be sure to have a cookie or two. We want you to be comfortable with every aspect of doing business with us including looking at the materials we’ve sent.”
Finally, include a “next step” note telling them how to respond, when you will call to check-in, and what they should expect. Include this in a separate envelope in the “package” and label it “the next step” on the outside… they will open it.
Put all of this in a Priority Mail cardboard box from the post office or for maximum “shock and awe” value send it FedEx overnight. It costs a little more but the impression you make will be amazing.
Your competitors are NOT doing this.
Now the “shock and awe” box might cost a little bit more to produce and send than a brochure and a business card in a number ten envelope. Remember, these are highly interested potential clients that have “raised their hands” and stated their interest. Calculate the future value of just one good client and the referrals they can generate for you in future years. Is it worth it to spend ten or twenty bucks to “shock and awe” them into choosing you over your competitors? You do the math!
