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Tuesday, December 10 2019

Why Drip Marketing Is A
Critical Sales Strategy

By Glenn Fallavollita, President of Drip Marketing, Inc.

  • Word Count: 615
  • Time To Read: 2.5 minutes @ 250 Words Per Minute

Since no one can predict the exact moment in time when someone will be ready to buy what you sell, you need to maintain CONSISTENT contact with EVERYONE in your marketing databases. That being said, drip marketing is a great short- AND long-term strategy. Plus, it will go a long way to building trust, credibility, and brand recognition for you in the marketplace. 

Why Is Drip Marketing Critical To Your Sales Strategy?

Here are a number of solid reasons:

  • 50% of all salespeople stop calling a prospect after their first unsuccessful attempt at moving the sales process forward - a number that skyrockets to 95% to 98% after a salesperson's third unsuccessful attempt. 
  • It takes anywhere from 15+ personal touches before someone makes a buying/referral decision. 
  • 80% of what you tell a prospective buyer or client in a face-to-face meeting is forgotten within 24- to 48 hours; over the phone, it takes less than 60-minutes for someone to forget 80% of what they were told.
  • People make buying decisions when they are ready; not when you or your salespeople want them to.

Types Of Drip Marketing Tactics/Campaigns.

  • Lumpy Mail Marketing Campaigns
  • e-Mail Marketing Campaigns (e.g., sales intro letter, product or service spotlights, newsletters, press releases, sales promotions, etc.).
  • Direct mail campaigns (e.g. postcards, letters, and lumpy mail campaigns).
  • Prospect drop-off kits (e.g., sales literature, samples, etc.).

Sample Drip Marketing Calendar (For A Database Of Prospects):

  • Day 1:  e-Mail a press release on an upgraded feature, new hire, security upgrade, or service/product promotion.
  • Day 3: e-Mail an educational newsletter.
  • Day 4: A follow-up call is made to gauge interest/set appointments (use my 2/4 call strategy).
  • Day 10: e-Mail an introductory letter.
  • Day 10: Mail postcard with a special offer.
  • Day 17:  e-Mail newsletter.
  • Day 28: e-Mail a product or service spotlight campaign.
  • Day 42: e-Mail a newsletter.
  • Day 49: e-Mail a product or service spotlight campaign.
  • Day 56: e-Mail e-newsletter.
  • Day 63: A follow-up call is made to gauge interest/set appointments.

The Pros Of A Drip Marketing System:

  • A continuous cycle of well-written marketing messages will go a long way in building trust, credibility, and brand recognition in the marketplace. 
  • It is a great way to position yourself/your business as a thought leader in the industry. 
  • "Situations" change all the time; from your competition falling short with their customer service efforts, product or service performance or taking their business for granted to price increases. 
  • New decision-makers enter into the buying cycle.

The Cons Of A Drip Marketing System:

  • It requires a disciplined person to engage in a long-term drip marketing strategy.
  • Your content needs to be written by a skilled copywriter (so your messages resonate with a reader).
  • It requires a salesperson (or you) to formally follow-up a campaign with an "oh by the way" call.  
  • Your marketing databases need to be constantly updated to maximize open rates and reduce postage costs when a direct mail campaign is released; however, the ROI is substantial should these steps be taken correctly.

Now The Good News.

A significant percentage of your competitors, even your largest ones, do not have a drip marketing system installed at their business; a mistake that represents a huge sales and marketing opportunity for YOU and YOUR business. Best of all, you don't need to spend a fortune to install one for your business.  

Executive Summary: Sending a consistent series of marketing campaigns will show a client, past client, prospect, and referral partner that you/your business still has an interest in them even when you and your salespeople no longer do.

Posted by: Drip Marketing, Inc. AT 12:54 pm   |  Permalink   |  Email
Sunday, December 01 2019

How To Hire Salespeople
(Who Will Be Engaged)

By Glenn Fallavollita, President of Drip Marketing, Inc.

  • Word Count: 481
  • Time To Read: 1.9 minutes @ 250 words per minute

An engaged sales team can and will have a direct impact on your company’s bottom line, as they are the ones who will:

  • Produce high-quality results.
  • Strive for improvements to sales processes and procedures.
  • Search for solutions to a customer’s problem.

In your search for building an engaged sales team, it is in your best interest to recruit employees who will have the best chance of being engaged.

The Average Hiring Process In America Takes Approximately 23 Days.

When a company needs to hire a new salesperson, there are many associated tasks that account for this time:

  • The job is posted.
  • Resumes are gathered.
  • Candidates are selected.
  • Phone interviews are completed.
  • The final group (of candidates) is interviewed and job skills are assessed.
  • The final candidate is presented an offer. 

Depending on the size of your company, and the position requirements, a second and/or third interview is done before a final candidate is chosen. The process takes, on average, 23 days; however, the actual time with a potential new salesperson is typically just a few short hours. 

Answer This: How Can A Hiring Manager Determine A Candidate’s Engagement Level?

Before a salesperson is hired, the sales manager typically spends an hour talking with a candidate.  To help you avoid a candidate who will be more engaged than disengaged, you need to do the following: 

  • Ask About Their Interests Outside Of Work – Does your candidate have outside interests in their life?  All experts agree that one’s passion for outside interests will carry over into their professional career.
  • Ask Why Questions – Ask “why” questions instead of “how” and “what.” Remember, it is more important to know why they did something versus how something was done.
  • Make Sure Other Staff Members Interview Your Final Candidates – Always include members of staff, or other managers, to be part of the interview process.
  • Observe Someone’s Body Language During The Interview Process – Ask yourself this: Does the candidate get excited when they describe a problem they solved? Do they project confidence? Do you hear the excitement in their voice? If the candidate does not give you confidence in their critical thinking skills, you may not want them on your team.
  • Use Assessment Tools/Resources – I recommend using third-party behavioral analysis assessment tools to help determine if someone will fit into your culture.  And by comparing the results of a candidate to your current staff, you can conclude whether or not they would be a possible fit for your business.

Executive Summary: Make sure you use effective strategies and tactics to hire someone who will have a greater chance of being an engaged salesperson. As I advise all of our clients, your businesses cannot afford to hire the wrong salesperson – especially when the average turnover is 50% to 60% in their first year of employment.

Posted by: Drip Marketing, Inc. AT 11:05 am   |  Permalink   |  Email