I just came across something that I’m sure you’ll come
across in your direct sales business, if you haven’t already. It can be a mood killer and suck the business
right out of your day, but you have to learn how to let it go. It has nothing to do with you.
So you love a company.
You've sent people to them, you use their services, you've sung their
praises to everyone who might remotely want to know who they are. Then you start a business, and you’re sure
that you’ll get business from all of those great local companies you supported. Besides, you put in all of that free time
posting, tagging, spending your own money, and sending others to spend their
money, right?
Then you send out a campaign. Whether you send out a Facebook blast,
emails, or a newsletter, and you’re waiting with anticipation to see what comes
back, and one of the first thing that does is an unsubscribe from one of the
businesses you've sent everyone to and used several times yourself.
You feel it. It
hurts. You’re angry, and you want to
find all of those posts and take them down and un hashtag everything you've
ever done, right? Wrong.
There are a couple things to remember with a direct sales
company. Businesses get newsletters,
junk mail, and inquiries at every turn.
Most companies get to a point where they hire an office manager that all
inquiries have to go through, and one of the jobs of the office manager is to
be the gate keeper. No one gets through
to the owner. Why do you think so many
telemarketers lie about personal business?
It’s to get past the gate keeper, who is specifically designed in the
future and sent back to never let anyone get to the person it’s in charge of
protecting. After all, the future of
mankind depends on them….
Well, if they are protecting John Connor. But you get the idea.
Instead of getting mad, pick up the phone. Set up a lunch date with them. Build that relationship because it can’t be
built through newsletters alone. For
everyone who unsubscribes, there are three people reading what you have to say,
so make sure your content is good.
Another thing to remember is that business owners are
busy. Aren't you busy? Maybe they haven’t make the connection that
you are the person behind your business or newsletter. Maybe they have ten emails from different
people representing the same company sitting in their inbox. Wouldn't you stand out a little bit if you
sent them a card in the mail?
There are so many ways for you to stand out, don’t let one
little unsubscribe get to you. It doesn't
mean the end of your relationship until they specifically say, “Take me off
your list,” and if you've developed any sort of a relationship with them, they
won’t do that to you. Do you know how
many people unsubscribe from newsletters every day? It would blow you away!
So keep your chin up!
I see an unsubscribe as the face of Number 5 from Short Circuit saying, “Need
more input.”
Take these steps to save the relationship:
- Make sure your newsletter or email is factual, well put together, and useful.
- Send a nice handwritten card in the mail
- Set up a lunch or coffee date
- Don't be a repeat offender by sending them another email or adding them back into your newsletter list.
- Find a way to stand out
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