Checklists for Converting Prospects to Buyers to Multibuyers
This week, I offer you a simple, easy to clip (or print out) checklist of ways to convert prospects to customers. It’s my goal for you to come away with two vital ways of thinking and planning:
1. Think beyond the catalog mail schedule, and
2. Think about the customer lifecycle (prospects, one-time buyers, multibuyers and customer advocates) and how to move them higher up the food chain.
Although it’s pretty much self-explanatory, I’ll follow this up with some commentary in the coming weeks.
Checklist: Customer Lead Conversion
(based on LTV and ROI analysis)
* Add prospect to catalog schedule, mail X number of times;
* Special offer insert in catalog welcoming prospect to your company;
* Postcard series to prospect;
* E-mail series to prospect if e-mail is supplied;
* Append e-mail address and ask prospect to opt in for e-mail communications; and
* Test telemarketing call to prospect.
Checklist: Single Buyer (aka. “trier”) to Multibuyer Conversion
(based on LTV and ROI analysis)
* Special offer insert in catalog;
* Add bounceback catalog and/or other inserts to outgoing product shipment;
* Send thank-you letter with special offer;
* Send thank-you e-mail with special offer; and
* Place call to customers to thank them for their patronage.
Checklist: Gift Buyer (for another person) Conversion
(based on LTV and ROI analysis)
* Add new customer to catalog schedule (gift buyer);
* Add new customer to catalog schedule (gift recipient);
* Special offer insert in catalog;
* Add bounceback catalog and/or other inserts to outgoing product shipment;
* Thank-you letter or e-mail to gift buyer;
* Welcome letter or e-mail to gift recipient; and
* Place a courtesy call to gift buyer and/or gift recipient.
Other Conversion Odds & Ends
* Tell-a-friend offer; and
* Survey in outbound product shipments.
Jim Gilbert has been creating direct marketing programs that drive superior ROI for almost 30 years. Fluent in consumer or B-to-B, creative, operations, and analytics, he marries the strategic and tactical sides of direct and social media marketing in a seamless fashion that gets results. He's CEO of a multidiscipline direct marketing agency, Gilbert Direct Marketing, Inc., which focuses on direct mail, catalogs, DRTV, telemarketing, print, alternative direct marketing media and social media marketing. Jim has been involved in start-ups, expansions and turnarounds, and is an expert in helping multichannel marketers get to the "next level." He's a former adjunct professor, teaching direct marketing at Miami International University, and is President of the Board of Directors of the Florida Direct Marketing Association. Jim loves to talk direct marketing, and has done many lectures on direct and social media marketing.
