This is the third of four articles in a series about the missing ingredient in your marketing. The first article unveiled the missing ingredient - campaigning. A campaign moves each process of a relationship forward from being a stranger to a friend, a friend to a client and a client to a loyal client.
The second article explained the Teaser Campaign. The goal of it is to convert leads into permission-based prospects, Agents who give you permission to market future messages to them.
Today's article focuses on the campaign that converts prospects into clients.
What is a T.O.M.A. Campaign?
If you had permission to send future messages to a prospect, would you have anything to communicate? When it comes to all the effort to secure permission from them, there's nothing worse than creating an appetite for what you have and then having them go elsewhere to eat.
A T.O.M.A. Campaign creates an awareness of who you are, what you stand, what you offer and why they should choose you.
It positions your services and shapes an Agent's perception of your expertise. When they comprehend your specialized knowledge and how they benefit from it, you become their friend.
The campaign acknowledges the fact that Agents act on their schedule. It attempts to embed a message those Agents will carry with them, so they ignore your competition. Therefore, when they're in need of assistance, the Agent immediately thinks of you first.
Your Approach is Educational
According to Sales and Marketing Management, the average U.S. sale takes 12 impressions to close. That's 12 incidents of calling, mailing, visiting or being seen in advertisements by prospects before they're ready to do business with you. The good news...90% of your competitors give up after the fourth try.
You'll almost certainly need regular and new things to say, as Agents aren't impressed by the same message repeated over months and years. And it's one thing to send out calendars and refrigerator magnets annually as a promotional tactic to garner attention, but creating an icon status for being superior involves educating your audience.
It's the new way of marketing and a new way of thinking. Just like you take time to educate your customers on mortgages, you should take time to educate Agents about your unique services.
Besides, when you educate you achieve the objectives of your campaign. First, Agents become familiar with who you are. Since you're not trying to sell them anything, you're befriending them. Secondly, education is proof of your expertise.
Agents exposed to your messages constantly and respect your expertise are likely to seek your help because or your familiarity. Some Agents respond quicker than others. As it's said, "Timing is everything..."
Monologue to Dialogue
Initially, your campaign is a monologue. They can't ask questions, or nod yes or no. They simply receive messages from you and not every Agent responds from receiving them.
Your T.O.M.A. campaign should be designed to encourage dialogue. It's through dialogue that relationships are built. Communication is a dialogue. When it's effective, both parties win.
For example, after sending a few messages to a prospect, encourage a dialogue. The best idea that's worked for my coaching clients is a survey - a handful of questions that help you understand more about each prospect. Include a few warm-up questions: How long in business, Full time or part time, Do they farm, etc.
The meat and potato questions:
· What's your most important business goal?
· What is, or could be, standing in your way of achieving it?
· What can a mortgage lender do to help you overcome it?
Since these questions only uncover the tip of the real problems, you've been given a powerful reason to request further dialogue to learn more information. Your follow up message should request to speak by telephone or in person. If they resist or seem pre-occupied, continue communicating via email or with personalized letters. I've used both and they work wonderfully.
What if they don't respond to the survey? Simple, it's fair to assume they're not comfortable yet, so you keep sending your educational messages and test the survey at different intervals.
Communicate by Listening
Agents enjoy being heard. You can build more relationships because of your listening skills than your sales skills. When you meet with them by phone or in person, stick with questions.
Fact find before you decide if you can service the relationship. It's difficult to get out of a relationship, with your integrity and reputation in tact, if you don't like the person.
Next week's critical step
When your T.O.M.A. campaign is successful, you've got clients - Clients who need to be converted into loyal clients. That's next week's information.
Thanks for support,
Jeff Nelson
Salesachievers
Helping loan officers attract more clients
© 2004, 2005 by Jeff Nelson
All rights reserved
