Step Three Send your direct response offer to prospect. These prospects fall into one of three categories. We’ll call them cold, warm and hot prospects. A Cold prospect is slightly interested; she is looking and will not buy. These prospects represent a small percentage of your inquiries. A Warm prospect is very interested, but not ready to buy. They represent majority of your inquiries. A Hot prospect is very interested and ready to buy. They also represent a small percentage of your inquiries.

Step Four Follow up with mailings to prospects who didn’t buy. Repeat this step again and again. According to "Sales and Marketing Magazine," 80% of all people who inquire about a product buy that product within one year, but not from company that made original contact. Why? Because company didn’t follow up. It generally takes at least five contacts with a prospect who showed interest in product or service you offer before they will buy from you. If you are successful with initial mailing, you can expect 30 to 70 percent in leads turning into customers with follow up mailings.

You don’t have to change entire mailing each time. Generally changing cover letter and making minor changes to mailing is sufficient. Remember that one of your biggest expenses is getting prospect. By following these four steps you can watch your sales and profits sky-rocket!

Excerpted from The PMS Principles - Powerful Marketing Strategies to Grow Your Business © 2005 - Heidi Richards

Step Three Send your direct response offer to prospect. These prospects fall into one of three categories. We’ll call them cold, warm and hot prospects. A Cold prospect is slightly interested; she is looking and will not buy. These prospects represent a small percentage of your inquiries. A Warm prospect is very interested, but not ready to buy. They represent majority of your inquiries. A Hot prospect is very interested and ready to buy. They also represent a small percentage of your inquiries.

Step Four Follow up with mailings to prospects who didn’t buy. Repeat this step again and again. According to "Sales and Marketing Magazine," 80% of all people who inquire about a product buy that product within one year, but not from company that made original contact. Why? Because company didn’t follow up. It generally takes at least five contacts with a prospect who showed interest in product or service you offer before they will buy from you. If you are successful with initial mailing, you can expect 30 to 70 percent in leads turning into customers with follow up mailings.

You don’t have to change entire mailing each time. Generally changing cover letter and making minor changes to mailing is sufficient. Remember that one of your biggest expenses is getting prospect. By following these four steps you can watch your sales and profits sky-rocket!

Excerpted from The PMS Principles - Powerful Marketing Strategies to Grow Your Business © 2005 - Heidi Richards