by Bob Leduc

I've used the following 3 step marketing process with many businesses. It always achieves highly profitable results. This procedure is simple, easy to implement and it keeps expenses to a minimum. Let's take a look at each of the 3 steps in this process.

STEP 1

The objective in this first step is to generate inquiries (requests for more information) from qualified, interested prospects. You can get inquiries by placing classified ads online or in print publications serving your targeted market. You can also get inquiries by printing the same classified ad message on a simple postcard and mailing it to a list of prospects known to have the characteristics of your target market.

Prospects who request information about your product, service or opportunity are identifying themselves as likely buyers. They want the benefit they can gain from your product, service or opportunity. They'll go through your sales material with a high level of attention. These are prospects who will seriously evaluate your offer and consider taking a buying action.

STEP 2

In this step you deliver your sales material and try to close the sale. It's the sales presentation in personal sales, the sales literature and tapes in direct marketing or the visit to your store in retailing. Step 2 is whatever you normally do with an interested prospect to try to convert him or her into a customer or client.

STEP 3

Step 3 is your follow up procedure with previous prospects who didn't take buying action in Step 2. You saved their name and contact information... Didn't you?

Research has shown that it may take as many as 7 contacts before a prospect becomes a customer or client. This third step (follow up) can produce very profitable business because there's no expense involved in finding the prospects for it. You already have their names and contact information from prior communications.

I discovered a technique for follow up messages that gets them noticed and read every time. I begin with a personalized opening such as, "Hello again. Remember me?" Then I repeat the same benefit promoted by the original ad the prospect answered. Here's an example you can copy and use for any business:

Hello again

Remember me? Several months ago you requested and received information from me about (insert the benefit stated in the original ad or message the prospect responded to in Step 1)

I have a Special Offer concerning this. If you'd like to receive free details about it, simply (insert what you want the prospect to do in response to this message)

Remember to keep your message brief and use a simple delivery format such as email or a postcard. Either format with a message like the above will be noticed and read by your prospect.

I learned by trial and error that 3 months is the most productive interval between follow up messages. It's short enough that the prospect doesn't forget who I am. It's long enough that the prospect doesn't feel hounded. It's also long enough that whatever circumstances prevented the prospect from buying in the past may no longer exist. I delete a prospect's name from my file only after sending 7 or 8 follow up messages without getting a response.

You can use this 3 Step Marketing Process in your business to increase both the number of sales you get and the amount of profit you make. It guarantees a continual flow of new prospects and maximizes your potential profit from each of those prospects.