Tips of the Trade: Why Handwritten Notes Work
•Newspaper Ads—Got a lot of people wanting free information…just not a lot of people buying products.
•Referrals—I asked for them a lot at the beginning, but after making clients feel on the spot and still not getting many good referrals, I quit asking. I figured why make a client feel uncomfortable when the likelihood of a good referral was slim to none anyway.
•Systems and kits—Tried kit after kit and system after system. Some worked. Some didn’t. All were expensive. Many just required too much time and effort to even get started with them.
So finally, through desperation, I sat down and tried to figure out an inexpensive way (I couldn’t afford anything but cheap) for me to look different than all my competition. And I had a lot of competition. I live in Rochester, Minn., the home of the world-famous Mayo Clinic. Since 7 percent of the entire population are doctors, every broker and their brother has set up shop in our city.
Here’s what I stumbled on:
1. Trying to look smart doesn’t work. They either take your information back to their current broker and he makes the commission on it, or they just took the information home to “think about.”
2. You can’t give better customer service. Your competitors answer their phones courteously. They promptly return phone calls. They fulfilled their client’s requests quickly and with a smile on their face. Your competitors all have good customer service.
3. You can’t promise them higher returns than my competitors for two reasons: It’s illegal and it’s a lie. Heck, if I could actually get them the highest returns, I’d be living large on a Caribbean island right now!
4. I had been ignoring the Golden Rule of sales for 12 years: The prospect doesn’t care how much you know until they know how much you care.