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A Marketing Lesson From a “New and Desperate” Salesman

July 7, 2014

If you’ve listened to the RED Podcast, you’ve probably heard me talk about living in an urban neighborhood where I’m often visited by various people who walk up to my door, including door-to-door salespeople, kids collecting money for school activities, and people looking to do odd jobs, such as lawn care.

A couple of weeks ago, as I was leaving, I ran into a guy who wanted to talk to me about “retirement.”

It was hot as hell and this dude was walking from house to house, knocking on doors, hoping somebody would answer, have some money to invest, and give him a shot with it. He was sweating.

“Not very efficient,” I thought. I figured the guy was new and desperate.

Days later, I received this in the mail…

Followup envelope

On the inside, there was a card that looked like this…

Followup outside

With a handwritten note…

Followup inside

That’s when my opinion changed.

Followup turns a one-time meeting into a relationship. Sending postal mail when everybody else is sending email makes you stand out. And his laid-back, no-pressure approach builds trust.

And all of this is available to you for less than $1 per prospect…

ABOUT THIS SERIES: Every Monday, I analyze the good, bad, and ugly about the marketing behind a common business or famous personality. See other posts in this series here and, if you have a request for something (or someone) you’d like me to analyze for this series, contact me via Twitter.

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