By now almost everyone knows that one letter, postcard, call, or visit to a potential client is pretty much a waste of time, energy, and money.
Marketing studies show that:
- 2% of responses come from the first contact with a prospect.
- 3% of responses come from the second contact with a prospect.
- 5% of responses come from the third contact with a prospect.
- 10% of responses come from the fourth contact with a prospect.
- 80% of responses come from the fifth to twelfth contact with a prospect.
Keep in mind that these statistics don't take into account the fact that some of those prospects will NEVER respond. They simply aren't interested in selling.
So what it boils down to is that one mailing will likely get you less than a 1% response.
If you've mailed to less than 100 people, you're stastically likely to get no response at all.
That's why all of my prospecting letter sets include a minimum of 4 letters; some have as many as ten; and the "keeping in touch" set has 26.
They're intended to be combined with your personal contacts and/or phone calls, plus your market reports. I also suggest that you add prospects in specific niche markets and in or near specific geograpic areas to your just listed, under contract, and just sold mailings.
You'll not only increase the number of "touches," you'll be showing that you get the results they'll be looking for.
If you want more listings, keep "touching" those prospects!
Image courtesy of digitalart / FreeDigitalPhotos.net
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