I know it might be hard to hear this but…there is a chance that you may not acquire a customer on the first visit. That’s the bad news. The good news is, there’s a way to acquire a customer without giving up immediately and without becoming a pest for the sale.

Let me ask you: how much time do you spend on acquiring new customers? And how is that time being invested? From my experience, many networkers sell one of two ways.

On one side, we have the “one-timers,” people who give the prospective customer only a one-time shot to purchase their product or service. One-timers stop and quit after they hear the word “No.” On the extreme opposite side, we have the “gnats”—those of us who nag, pester and bug the prospect with endless phone calls and visits to their home to the point where the customer never wants to hear the company name, product name or the “gnat’s” name again.

Countless dollars are lost every year working from one of these two styles. Losing money is bad enough; what’s really sad is that many of those “no”-sayers are friends and family. The people we love and care about the most in our lives are not using our products and services! We’ve either nagged them to death or we never go back and ask them to revisit their decision from the initial presentation.

There is a non-intrusive, low-pressure way of selling your products to your warm market: by utilizing a drip file.

Persistence Pays

A drip file is simply a database where you keep everyone’s information. You want to stay in contact with those who purchased product from you and/ or who enrolled into the business. You also want to stay in contact with those who didn’t.

We call it a drip file because you are going to slowly, methodically and persistently remind them about your product line. You are going to “drip” little bits of information about your products, your customer service and your seriousness about them becoming or staying a customer. Every single person you speak to about your products gets put into this database.

Once a person has purchased from me, they get tagged as “preferred customer.” And, they always stay in my drip file. When someone enrolls into the business, either to build or to purchase products from themselves, they are also considered “preferred customers”—and are treated in the system the very same way. People getting into your business who purchase products from themselves will make up about 80 percent of your volume. You need those people.

Let me give you an example of how to set up your drip file.

How the System Works

If Steve purchased products from me after our visit, I put Steve’s information into my drip file and he gets tagged as a preferred customer. I document Steve’s address, phone, date of purchase, what he purchased, and any other information I can get to begin building a unique relationship between Steve, my product line and myself. Within days I write Steve a hand-written note thanking him for the business and telling him I look forward to speaking with him again. If he later decides to get into the business, he stays a preferred customer in my drip file.

What if Steve says no to me, after I’ve delivered the presentation to the best of my ability? I accept his answer graciously—and I put his information in my drip file. I don’t have a hard time accepting the word “no” from Steve, because I know I have this system. It’s just a matter of time before he’ll say yes and purchase products…or ask me to take him off my database. If he does so, I will write Steve a hand-written note that will go something like this: Steve, thank you for the time you spent with me. I really enjoyed our meeting. If you ever change your mind, please keep me in mind. I’ll be here when you’re ready. Your friend, Dawn.

I’m big on hand-written notes after meetings. No one seems to write notes anymore and it has proven to be very effective and profitable to those who purchase and to those who don’t.

So how do you use the two files? You set up a duplicatable follow-up system and stick to it! Every leader in this industry should have a written out, duplicatable marketing plan that’s affordable and easy to teach your downline. Your marketing plan can be as simple as making calls and sending mailings. An example would be: every three months you send out a post card, marketing information sheet or perhaps a holiday card to your drip file people; and every two months you call all of your preferred customers, including your immediate downline, to see how they are and if they need anything.

Four times a year, your drip file hears from you by mail; your preferred customers hear from you ten times a year (four mailings and six phone calls). This system will give you the confidence to go into every appointment knowing with conviction that you cannot fail. People say yes—either now or later! Follow this system and watch your retail sales soar.

DAWN SIEBOLD
is co-founder of the Gove-Siebold Group (www.gove-siebold.com), a
training organization that helps networkers develop world-class
communication skills.