Morning folks.
Hope all went well over the Easter weekend.
Here is my attempt at a different way of marketing my new services that I have launched today. It is based on avoiding the dreaded "Cold Calling", but still needing to call to retrieve the reusable card if it wasn't left under the weight which is provided. So I call it "Luke Warm Calling". The thought behind it has several levels.
1) No cold calling needed & if the card is not under the weight this becomes a possible lead.
2) Each card and weight is reusable so cuts down on continual purchasing of materials.
3) Gives adequate information on the card itself for a potential client to call for information.
4) A "Thank You" card will be dropped into each letterbox of the person who left the card outside (as an excuse) to leave future contact details on.
5) Gives the potential client a chance to see who they are dealing with when I collect the card.
Yes it's a bit more work rather than just dropping off flyers, but I am hoping the fact I am trying to avoid being a pesky cold caller may work in my favour.
I am handing out 100 at a time initially with the hope of attracting 3 or so per 100 which is more than the statistics for ordinary flyer responses.
I have posted this with the hope it may help others with an idea that avoids the sort of person I used to meet when cold calling that would say as you walked down their drive " Whatever it is, I'm not interested". Grrrrrr.
No pun intended, but I will keep you posted as to the success of this idea.
Any comments, good or bad would be great too.
David.
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Replies
I don't get it?
Hi Robbie.
Basically I deliver the "introduction cards" along with a small piece of 45mm x 45mm.
The card has my details on it along with a note asking if my services are not required to leave the card under the wood for collection within 24 hours.
I had success with this sort of approach some years back concerning another venture for a friend of mine so I am applying it to the services I am now offering.
It just avoids cold calling, which I detest to the point of it sending a shiver down my spine at the thought of having to do it, and if the card isn't under the weight, it gives me an opportunity to call to ask for it back or to enquire if my services are needed.
An ice breaker if you like.
David.
If it works for you then why not, however in my experience asking people to do something for you when they don't have an interest in it isn't the best approach. I could see a certain type of person buy into this idea though they may not be the type of client I would want.
IMO you would be best spending your time trying to target double of houses as opposed to targeting people that are not interested in your services twice.
I see what you mean Robbie.
I'm not dropping "willy nilly", there is a small amount or targeting, that is to say if I don't see any fencing/decking, I won't drop.
Regarding asking people to do something for you, I think I am maybe basing my hopes on a high percentage of the people I have dropped to would react as I would and rather than moan at a cold caller, see that I have tried to avoid that and pop the unwanted card under the weight ready to be retrieved without disturbance later.
I know this may be high hopes, but at least it gives those that moan at an honest attempt to offer an honest service a chance to avoid contact.
Sad really given that a polite "no thank you, but I wish you luck" and a smile, seems to be very rare nowadays.
What is your leaflet response? I get around 1-2 per 100 in prime areas at correct times with leaflets that cost 2p each. What's the outlay for these?
Hi Seth.
1-2 per 100 is exactly what should be expected according to national statistics as an average which is around what I have got in the past with just flyers.
I see you are in Bath, normally a good responsive area.
I made these myself as well as the cards, the only initial outlay was for the laminate pouches (£3.99 per 100). The rest was what I had already used for other projects etc.
Taking the PVA glue used to apply the labelling & to waterproof the bases, the ink used to print the cards & labelling the stain & electric to laminate, it works out at around 6.5p per 100. This is of course based on not being able to retrieve any of the initial 100 delivered.
From past experience I retrieved around 97% each time, with a 6 per 100 lead success rate. Mostly, it has to be said, by having to knock on the door to ask for the card back.
It really is more time consuming, but all items that are delivered are reusable. I have delivered the first 100 today so I can let you know the response when I deliver/collect them tomorrow.
Cheers.
David.
I have seen variations of this in the USA where for example the small gardening company handing out bulbs in the spring with fliers or various other objects (useable or not) and by all accounts with great success. The leave out for collection or please call response does seem to work over there.
And in the UK how many clothes collection bags are filled up or put back out empty on peoples door steps the following week after delivery! If the person receiving the “card” believes it has some value they will leave it out for collection or better still phone if they actually want your service.
I think you are wise David by selectively targeting suitable properties particularly as it appears that you are offering “one service” whereas a general gardener / grass cutting a blanket leaflet drop would be required.
Good luck and interested to know how is goes, nothing ventured nothing gained and great that you are prepared to try something slightly different than the norn.
Neat Idea. I like the fact you are 'zagging' while all else are 'zigging'
There is a great business doctrine that suggests you go against what everyone else is doing, otherwise you become just another commodity item/player in the market.
Great seeing people thinking differently...
Thanks Graeme & Gary.
Appreciate your encouragement & input.
You're right about the targeting Graeme, there were a few gardens earlier that I was just about to open the gates to, and left well alone after noticing more air than wood left on their fences.
If I find the card under the weight, I will post another contact card with my wider gardening services & a thank you for leaving the initial card for collection.
You have also got me thinking about possibly leaving an "incentive" with the gardening service card, it's a very clever idea.
With the fear of clogging the forum up with this message I will post the results of this idea via a weekly blog.
Thanks again to you both.
David.
You'd have a better response if you had better copy on the card. You need the card to sell the benefits of what you are offering, not just to introduce yourself.
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