Don’t Waste Time Calling on Unqualified Prospects

A common tactic used to increase response to direct mail is to offer something free, such as a free report or free consultation.

In the case of the free report, it doesn’t cost much to send out a booklet or article reprint. So even if some people respond to your mailing just to get the freebie, no big deal.

But what about if you offer a free consultation, evaluation, or estimate? It takes you time to provide that kind of freebie, especially if it requires a face-to-face meeting with the prospect.

That face-to-face meeting may be your goal, but it’s only worth your time with a serious prospect. To drive 2 hours to see someone who just wants the freebie is a waste of time. How can you prevent it?

Use the words “if you qualify” in your letter or e-mail. For instance: “Call now, and if you qualify, you will get a free appraisal of what your business is worth in today’s market.”

With the “if you qualify” clause, you are not obligated to give everyone a free appraisal. You can pick and choose who gets it, making appointments only with solid prospects and passing on the freebie seekers. That can save you a lot of time and aggravation.

*This article appears courtesy of Bob Bly’s Direct Response Letter, located at www.bly.com

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