Your Warm Market - Getting The Best of It
Your warm market includes people who have established a need
for your product and are patiently waiting for a call from you.
Perhaps their name was given to you when a fellow consultant
moved away and she wants her clients to be well taken care of.
Maybe it's a list of leads from people who tried the product
before, but haven't ordered recently.
Or they could be people you know about your direct sales
business and have been impatiently waiting for you to approach
them. Once you have had presentations with the members on your
friends and family list, your warm market is the next
comfortable zone you safely go to get sales or bookings.
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Just how do go about tapping into that warm market? You know
these people are out there somewhere, but how do you find the
ones who love the product but don't have a consultant?
With reference the first paragraph, it's possible your sales
director has a list of customers who have found themselves
without a consultant, for whatever reason. Seeing as their
history of products used or purchased in the past is in the
hands of your sales director, give her a call and ask for a few
names and numbers of customers needing a consultant to take care
of their needs. It's also a good idea to ask for a list of items
they are accustomed to so you can have it on file when you make
the call.
With their numbers and names in hand, it's the perfect
opportunity to start calling. "Wait a minute here!" you say?
Don't fret just yet; I'm going to give you a sample script to
follow. Remember however, you are dealing with a person who
already loves the product, but has lost their favorite
consultant for whatever reason. You may be faced with some
bitterness in regards to the company, so approach these clients
gently until you discover their attitude towards the company.
Customer: Hello.
You: Hi Alice. My name is Susan, and I am a new consultant with
The Right Stuff for You. Have you got a minute? (Make it a point
to always ask this first. You don't want to say everything in
one breath, just to be met with a response of "I'm busy right
now".)
Customer: Yes, I do. (For the purpose of this example, of
course we are having her say yes, but in the event the person
was to say no, ask when a better time would be for you to call
back.) The kids are at playgroup right now, so you called at the
right time.
You: Oh good. From what I can gather, you may be out of The
Right Stuff for You products. Have you heard from anyone else
since Laura left the company? (It's always good ethics as well
as etiquette not to step on another consultants toes and there
are some companies who won't allow you to "steal" a customer
from another consultant.)
Customer: No, I haven't heard from anyone.
You: Not only do I have all your regular products on hand,
but I have new products for your skin type I think you might
love. I can stop over with whatever you need now. What's a good
time for us to get together? (Keep everything positive; don't
speak negatively about other consultants or the company itself.)
Customer: This is the best time. The afternoon is great when
the kids are at playgroup. How about tomorrow? I am out of
everything I'm used to, and there are really no comparable
products in the stores.
You: Fantastic! I will be there tomorrow at 2:00. I'll bring
whatever products you need right now, and I'll bring the new
items that just came in that I am sure you're going to love!
See that wasn't so bad, now was it? Just remember these simple
points when calling your warm market:
* Ask if they are busy first
* Be aware of how they feel about the company
* Discover their immediate needs
* Introduce any new products
* Set up a time to meet
In the scenario above, Sally didn't care about hosting a party
for a discount or free products. She just wanted her product and
wanted it now. However, if your new customer wants to host a
party, go for it. In Sally's case, after getting the product to
her, ask her to have a few friends over so you can show them the
new products too.
Tapping into your warm market is easy. It can be a fun and
rewarding experience, and will likely become the second place
you turn to when you need those extra sales, after friends and
family. Get that list from your sales director, and start making
those warm calls today.
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