One of the most important aspects of business is to build up your client list. Ideally you would like your client list to be of people that have bought from you or have an interest in your product. Unfortunately if you want your business to grow then at some stage you are going to need to contact customers that have possibly never heard of or seen you before. This is an example of a cold list of clients. Why is it important to differentiate between the two?
A Different Approach to a Different List
When approaching a cold list you don’t really have any idea if they are in fact interested in your products or not. So you want to give them something that creates more interest. In this case it is often useful to take two-step approach to the prospects. Ask a question and then offer a solution.
For example: “Do you want greater productivity in your business?” then offer a free booklet or download on “The seven steps to a more productive workforce.” What this does is get those who are interested to put their hands up and say “That’s for me.” or “I’d like more information.”
This then moves your prospects from being a totally cold list to a slightly warm list. You know that they have expressed an interest in what you have to offer and they are therefore more qualified as clients. You can then provide them with specific information or roll out a more targeted campaign in the second step that increases your chances of converting them to customers. If you have a list where people have been referred to you or they have initiated the enquiry then they are already on your warm list. In other words they are not just a name and number on a list. They are living breathing people who have expressed an interest in what you have to offer.
With your warm list you would take a different approach. You already know they are interested so you wouldn’t pose the same type of question. Instead you will ask a question that reflects their interest. For example: “We know a more productive workforce is important to you. This is how we can help you achieve that in your business.” Then go on to explain your services in more detail.
Why it’s Important to differentiate between a Cold and Warm List
- It helps you to create more effective campaigns
- It helps you to create more targeted campaigns
- By classifying your customers you can offer them something that captures their specific interest
- A two-step approach can help you warm prospects that are initially on a cold list
- It allows you to place the initiative in your customers hands, even when it is a cold call
- You can make sure that you are getting the most out of your marketing budget by targeting your customers and prospects more accurately.
The more effort you put into planning and implementing your marketing campaigns, the greater your chances of success. Being able to differentiate between cold and warm client lists is one way you can create a more targeted campaign for each. This in turn can lead to a more successful implementation of your direct mail campaigns.