How to turn inquiries into customers
Whenever I consult with a company, one of the first things I create is a method to capture the names of anyone who inquires about the company or their products.
Note. I didn’t say create a mailing list of their customers. I said: “capture the names of anyone who inquires about the company or their products”.
Very few of the companies have a mechanism in which to do this. I’m going to go over one method that I hope you will implement in your marketing.
Let’s say you own a restaurant. You probably have ads in the Yellow Pages, coupon mailers and other way’s you use to get customers.
You probably have 50 or more people each week contacting you to ask a question. The questions could be “what are your hours of operation?” or “Do you take reservations?” It could be any question.
The key here is how do you capture those inquiries? These are what I call “hot prospects.”
Do the math. If only 50 people inquire each week, that’s 2600 per year. If you captured their information, you could now send them a “thank-you-for-calling” letter and also make them an offer. And you can also send them periodic information.
For instance, say someone calls to see what hours you are open today. You do the following:
- Thank the person for calling.
- Let them know what hours you are open.
- Say something like: “Will this be your first time visiting us?” If they say, “Yes”, you can then say: “Let us know when you come in and we’ll have a welcome gift for you.”
- When they come in and identify themselves, thank them and let them know that dessert will be on the house.
- At the end of the dinner, have them complete a short survey that includes their contact information.
- Enter their contact information in your mailing or email list.
Every business should come up with strategies to deal with different inquiry situations.
When we run an ad, most of the time we think along the lines of: “How many customers do we get from the ad?” When we add the inquiry strategy, we can also ask: “How many inquirers do I get from the ad?”
This strategy adds another dimension to creating customers. How can you use it in your business to grow your list of customers?