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Tag Archive for 'prospecting'

The Email Inbox Battle: How Do You Go To Marketing War?

Most, if not all, companies will have a marketing & sales mix that will include email communications as part of their strategic outreach. And email is a great tool-it’s low-cost and can reach your prospects quickly (individually or in mass), regardless of whether they are in front of the computer at their desk or simply checking their email on a mobile device. You can include links, attachments and other techniques in addition to whatever copy you choose to further engage them with your brand outside of that email.

And it’s so simple, right? You piece together your email, get your contacts organized, and hit the send button. Now all you have to do is sit back and watch the business roll in.

Well, there’s just one problem. You’re sending your email, or in the spirit of this blog posting, your “soldier” into a battle that’s located inside your prospect’s inbox. And of course, there are lots of other “soldiers” being sent into battle from your competition, all vying for the attention and ultimately the business of your prospect.

Now, it’s important to remember that a marketing mix is a mix of different activities for a reason. Like humans who cannot ultimately live on water alone, restoration contractors cannot live on email alone to promote and grow their company. It’s one of the many marketing “battles” you will be a part of in order to win the overall war and win a prospect’s business.

But, time and time again, we’ve seen many restorers put a lot of energy into this sole aspect of their sales prospecting and marketing. (Among B2B marketers, 61% are using email for primarily drip communications). And not surprisingly, it has very little return. It’s really important to sharpen each aspect of your mix in order to get the best overall output of ROI from all of your sales & marketing efforts.

For now, let’s focus on how to go into battle better with your email efforts. First, let’s put a few things in perspective of why it’s important to look at your current email communications and why or why they may not be getting the impact you desire.

One recent survey of over five million emails shows that the average email user receives 147 messages every day (and that number probably increases even more for some folks!). Also, the average email user will spends more than 2.5 hours on email a day. On average, 71 of those are deleted, which takes no more than 5 minutes.

Out of the average 147 emails we get, only 12 typically require any substantial work and those messages can consume up to 90 minutes a day. As you can see, you’ve got a lot of competition not only from competitors, but of course, their daily work emails.

Ok, so now that we have an idea of how many “soldiers” are marching into battle, how do you position your B2B email communication for effectiveness? Here’s some tips on how to make sure you are one of, or the, last man standing:

1) Send your email at a more effective time of the day and during the week. Here’s some quick figures from one study:

44% reported they received the most email “opens” on a Tuesday. 53% say Friday is the worst day for email open rates.

53% reported the best time of day to receive the most “opens” was 8AM-12PM, with possible peak times before the office opens officially and during lunch(most people tend to read more email during the day in the afternoon or evening) Surprisingly, 20% of marketers forget about time zones when planning emails and also campaigns!

2) Test What Works Best For You

Each company, even if in a similar industry or marketing a similar product, will vary of what works best in maximizing their email efforts. Utilizing some analytical tools and/or doing a bit of gumshoe work can help you pinpoint the most effective days and times of the week to send emails. That would include also looking at which email had not only the best open rates, but the best click-through rates.

Different content can also garner a different response. Try mixing up your content within the emails that you can increase your chances of the prospect finally noticing you amongst the others and responding!

65% of B2B marketers will use targeted messaging in their mix, which means the next email (or other task) sent will be based on how the prospect responds. Behavioral segmentation and cross-platform testing can also be used to improve the efficacy of your emails.

3) Figure Out: “What do I say?”

This is a big question everyone has at some point no matter what their marketing & sales activity.Think about those other “soldiers” that are being sent to the inbox battle by your competitors. What do you think they are saying? Now, look at what you are about to say in the content of your email, and ask yourself this: “Is what I’m saying any different from those guys? Is this what every other restoration contractor is saying to this same person that I am trying to get business from?”

If your answer is “yes,” well, there’s good and bad news. The good news: You don’t have to feel like you’re the only one basically saying “I’m like every other restoration contractor” in their communications. The bad news: You’re one of many saying “I’m like every other restoration contractor” in their communications. And unfortunately, you are losing the battle of trying to stand out to that prospect as being unique and different, and offering something of above and beyond value to them.

These are just a few of the methods you can start utilizing to improve your email communication methods, and to help you not only have a better chance of winning the email inbox battles, but also the overall marketing war!

If you are interested in finding out a new and different way to predictably grow your business using a proven and proprietary sales and marketing solution, contact Business Development Associates, Inc. today: Visit www.theBDAway.com or www.gobda.com for more information on how you won’t have to go into battle alone!

The Best Way Ever to Meet Agents

Why is it that the most obvious strategies are so easy to miss? You can thank DryAdvise President and industry legend Dan Bernazzani for this one!

On every loss, train your estimator or lead techs or whoever responds and gets the job signed to make sure they also get the name and phone number of the policyholder’s insurance agent.

Get this information to your salesperson for follow up ASAP. Same day is ideal (depending on when the loss comes in) but make sure to do it no later than the next day.

Tell the agent that you are calling to let them know that you are working on a loss at one of their policyholder’s homes, and that you wanted to let them know about the loss and what was being done.

You will often find that the agent had no idea about the loss and that they really appreciate the heads-up to the opportunity to contact their customer. Ask for their e-mail address and tell them that you will upload pictures and keep them apprised of progress on the loss.

When the loss is completed, call to set up an appointment to review the project. Meeting with them face to face is the perfect opportunity (shameless self-promotion alert) to use a consultative sales process* to find out what headaches they may have that your company can solve.

But even if you don’t have this process at your company, it remains a fantastic opportunity to follow-up on the relationship you started, develop rapport and tell your story.

Oh, and if you get static from the adjuster, you can often just call the agent (now that you have the beginnings of a relationship) and ask questions like, “I thought the Smiths had coverage for this.” Get the idea?

This one is a no-brainer. Thanks Dan!

*What? You don’t have such a process in place? Contact us to find out about Sales Mastery for Restorers.



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