Any time you can make the phone ring - especially for a quote, you have the opportunity to generate a sale, or perform a service for your customer.
Either way, if you look at this more closely as an opportunity, you’ll find a phone conversation is a great way to increase a client’s loyalty and endear them even more deeply to you and your company.
If you can get the phone to ring from a mailed piece, the piece is a total success, even if you didn’t get any business at that exact moment. Here’s why I say this: I’ve been in direct marketing for… OH MY GOD AM I THAT OLD ALREADY!.
Anyhow, it’s tough to sell something from a sheet of paper, especially insurance, which is sometimes tough to sell anywhere, even in a stuck elevator for 12 hours with 6 doctors whose medical malpractice policies have an ex-date of tomorrow.
Come to think of it, if you want a business decision from a doctor you’ll have to ask his office manager or his wife. Either way, a “yes” answer will take a month.
By trying to sell something directly from a sheet of paper, you get no feedback, no buying signals. You can’t tell where the hot buttons of your clients are.
When do you back off? When do you press for a close? All this may come subconsciously when you’re selling in person, but I assure you a lot of thought has to go into a printed piece to get to these specific areas with just the right timing, correct pace and selling proposition to close a sale from a flyer that you sent in the mail.