I have a Special FREE Offer for you.  More on that in a moment.

One last thing on newsletters.

Always use a checklist of what needs to be in the newsletters.

I’ve narrowed it down to 10 things on your checklist.

Dave’s Checklist of 10 Rules for Newsletters.

Checklist Rule Number 1:
Always include an offer in your newsletter. Each issue, no exceptions.

Checklist Rule Number 2:
Include a reason to respond to the offer.

Checklist Rule Number 3:
Make the instructions on how to respond easy and clear.

Checklist Rule Number 4:
Track your responses and who gets the newsletter

Checklist Rule Number 5:
The newsletter will not be about “branding the company you work for”. If anything that is a bi-product. Put your personality into the newsletter.

Checklist Rule Number 6:
The newsletter is a tool to acquire business. Don’t make it blatantly sales(ie).

Checklist Rule Number 7:
Produce your newsletter monthly. Don’t put out a newsletter one month and do nothing for the next 11.

Checklist Rule Number 8:
Make the newsletter interesting. The length isn’t as important and you need to consider how much time it will take you each month to do it.

Checklist Rule Number 9:
Make the newsletter format consistent. Paper color can vary but the format stays the same.

Checklist Rule Number 10:
Discipline, discipline, discipline. Did I mention discipline? Schedule in advance what your mailing dates will be and your deadlines for content.

A tip is to always mail the first, second, third or fourth week of the month. Consider the holidays near the end of the year including Thanksgiving. I’d recommend sending the first or second week of every month. Monday’s are a good day to mail, so the first or second Monday of every month.

I know I said 10 items on your checklist so here’s a few honorable mentions.

Tracking the responses of your newsletter is important because there is a cost to mailing a newsletter. You’ve got to check your ROI (return on investment).

Generally I’ll get a ½ to 3% response on my newsletters every month.

Obviously, I get sales off the newsletter so it isn’t difficult to add up the revenue and subtract the expense.

SPECIAL Absolutely FREE OFFER

Now, for an important offer I’m making to each and every one of you out there.

This applies only in the U.S. so I’ll apologize in advance to those outside the country.

However I do have an alternative consolation Free(bie) for you.

Respond to this post with your name and address (address can be your home or office) and I’ll snail-mail you the follow-up newsletter I sent to the postcard mailing.

A reminder the postcard mailing was sent to folks we haven’t had contact with in 15 – 39 years.

Many of you know the postcard mailing had a huge response so I followed up with this newsletter.

Anyway, I’ll send it to you FREE and will include a short note of what I was trying to accomplishing in each section of the newsletter.

I’m going to black out certain parts of it but you’ll get the point.

Today is Thursday,

so here’s the deal

You may respond to this post under comments with your name and address by Monday, May 3rd, Midnight and I’ll send you the newsletter absolutely FREE.

Deadline is Monday, May 3, Midnight

That gives you 5 days to respond.  You do not have to be a Member or Subscriber.  Any reader of this post can respond.

As a special incentive I’ll include an extra note inside the newsletter explaining what I was trying to accomplish through out the newsletter.

In the note I’ll mention a special link you can get access to that will talk about more on this newsletter including the mechanics of putting it out what type of content I’m searching for and my own time-lines/deadlines.

If you live outside the United States send me your name and address and I’ll email you the special link.

Happy Selling!

David…

P.S. Remember, send me an email by responding to this post (in the comments box) or the subscriber email and I’ll send you a snail-mail version of my newsletter.

P.P.S.  You’ve got until Monday, Midnight.  No exceptions and no excuses.  So quit dilly dallying around and do it before you forget.

It’s a FREE gift from me so take advantage of the offer.

Just do it…

Deadline is Monday, Midnight

Referrals are golden.  Most won’t even ask for a referral.  It can be awkward.  The more comfortable you are asking….the more successful you’ll be in getting referrals.

But, the real key is to ask without asking.  The best place to ask is to bring up names of people during the presentation.  Key questions like:

“If something happened to you today, who would be the first person in your home?”

I have materials on the catalog page that deal with referrals.  The “Starter Package”, (Mining Your Natural Market), is a great place to begin.

Anyway, below are seven tips beginning with number seven and ending with number one.

Number #7:

Forget the idea of “I’ll provide great service first, than get the referral”. 

Your prospect won’t be able to experience great service while alive.  It is after your Prospect dies that your company will provide the services you sold.

Get your referrals in advance.  Don’t wait or hope for a better day.

Number #6:

Follow-up immediately with the referral and acknowledge the individual who gave you the referral.

Number #5:

Offer an incentive to get the referral (make sure it is moral, ethical and legal).

Number #4:

Make it easy for your prospect to give you referrals. 

Think of your prospect as a 700 pound blob sitting on the lazy-boy-recliner, television channel changer in one hand and a cold beer in the other hand.

Number #3:

Ask for referrals in you stay-in-touch program and especially in your monthly newsletter.

Number #2:

Ask for referrals in all of your follow-up correspondence including your “thank you” notes.

Number #1:

This is the most obvious of them all.  Simple ask for referrals.  Ask and you shall receive.  If you don’t ask you’ll never get a referral.

Make asking for “referrals” part of your entire system of prospecting including presentations.  There are numerous places to ask for referrals during the presentation.

For more on referrals see the catalog page and Mining Your Natural Market.

Happy Selling!

David…

How To Mine Your Natural Market

I talk about how to tap into your spheres of influence to garner referrals.

Nothing beats your own niche market and your own contacts as a source of referrals.

See my materials on Mining Your Natural Market at the catalog page.

But, here’s a quick tip to get some referrals that you can incorporate in what you are already doing.

Every time you write new business (no matter how large or small) send a snail-mail note.

I send a short note and always include the following:

“I’ve included two cards. 
Feel free to share me with a friend or relative”

How hard is it to include a note with every purchase?  And, by the way, I send the note the following day.  Don’t wait.  Get it done fast.

Every morning I spend 30 minutes writing notes.  Check out my post on time-blocking.

Implementing a simple step into your selling process will help you get more referrals with almost no effort.

Happy Selling!

David…

P.S.  Check out the catalog page for more materials on how to sell pre-need.

P.P.S.  There are a few Whole Enchilada Packages still available.  I’ve offered the package of everything I’ve got including the kitchen sink to all Subscribers first.  Subscribing has privledges.  But, because I only have a few left I’m not going to extend the offer to regular readers.  If you want the very best I have you’ll need to subscribe and I’ll send the special link in the “Welcome” email I send you.  If you are a regular subscriber the link’s in the latest email I sent.

Don’t dilly dally around.  I’m serious.  Once they’re all gone I’m taking the link down.  When you invest in your  SELF and get the package it will instantly be available to you through the membership page.  I’ll email everything to you including instructions once the transaction is complete.

So, what are you waiting for?  No one can take your experience or knowledge.  No One.  Only you have the ability to make things happen.  No one else will do it for you so get on with it and invest in your SELF.  Do it now!

Go on…

The subscribe button is on the top right of the page….

That’s right…  Subscribe and get the package… 

…

     Before I get into the details of this tip it is imperative that you not only keep an open mind to this idea but also think about the underlying issue and sense of working relationships with your competitors.

     Here’s how the idea works

     First, you should always have a cordial, professional, friendship with your competitors.

     I define competitors as competing funeral homes and cemeteries.  Even though there may be some competition there also may be some opportunities to do business together.

Example Number One

            I’m dual licensed to sell pre-arrangements for both funeral and cemetery.  I spoke about dual licensing in a previous post. 

     When families pre-plan the optimum position to be in is dual licensed to get both halves of the pie; pre-need cemetery and pre-need funeral.

     The reason I mention this is because as if you work for a stand-a-lone cemetery you offer no competition to local funeral homes.  If you work at a standalone funeral home you offer no competition for a cemetery.  A combo (funeral home/cemetery) would be looked at differently.

     One deal you can do is to make a deal with several local mortuaries so when you follow-up with the at-need family whose loved one is buried at the cemetery you can bring in your competitor from the funeral home with a joint venture.

     Here’s the lesson

     When the pre-need funeral from the competing mortuary writes the business you get credit for the referral.  You also introduce resprosity.  Your JV will work the other way with the funeral home referring back to you.

     Here are a few suggestions for you:  If you are only able to get one license make a deal with a pre-need seller that is licensed where you aren’t.  Exchange referrals; you send him some, he sends you others.

Example Number Two

     If you are at a cemetery and you see at-need families or follow-up with at-need families either cut a deal with the original funeral home that did the case to write the pre-need funeral yourself or refer the business to the original funeral home.

     If you work at a funeral home reverse the process and cut the deal with the cemetery for follow-up business. 

Here’s the lesson

     Most Memorial Counselors do not follow up with at-need families.  If you just follow up you’ll not only pick up some pre-need business (even by accident) but you’ll also pick up referrals.

     You’d be surprised at the situations you’ll find yourself in.  Many times a surviving spouse will want sons or daughters present during the meeting.

     I can tell you that the sons and daughters will want mom or dad to complete arrangements so they do not have to go through the ordeal again.

     Many times you’ll capture pre-need for the son and/or daughter.

Start at the top to make a deal

     These deals can be made with the Mortuary/Cemetery Manager.  Start at the top!  Nobody wants to turn down business.  You’ll be pleasantly surprised at the positive responses you’ll get from your NEW FRIENDS (so called competitors).

     As you open your mind to a working relationship with your competitors, you’ll discover that there really isn’t competition.  Just a friendly working relationship. 

     A side benefit is you’ll get to know other people inside your industry.

     You never know when a contact might be able to help you or the reverse.

Happy Selling! 

David…

P.S.  Networking with your competitors can create lucrative opportunities.  Your competitors and YOU can turn competition into win/win situations.

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Words are powerful especially from happy customers

     It is very important to establish credibility.  One method of establishing credibility is to share testimonials.  Beside your story, the “WHY” you got into this business, sharing testimonials of families that you have assisted is very powerful!

     There are three aspects of testimonials you might want to think about while considering kind words from an individual that is not on the payroll, not working at the cemetery, unbiased, and has no vested interest.

A testimonial is a testimonial no matter the situation

     The first is to get testimonials from current and past customers.  You may not have any testimonials specifically for pre-need situations but probably have had a letter or two written to you about the cemetery/funeral home from a happy individual.  You can always use a testimonial in your sales letter(s) and maybe even in your presentation folder.

     The second to do is make testimonial acquisition a part of your overall marketing efforts.  Always include testimonials in all of your correspondence, marketing pieces, a three ringed note book with clear page protectors, and/or displayed on a conference/office wall.

     The third to do is make it a habit of asking for testimonialsfrom your new customers and old customers.  Testimonials are like stories they are very powerful and persuasive.  Testimonials are real people that are not “sales” people.  Testimonials are advocates for you, your cause, and your cemetery/funeral home.  Testimonials add credibility, reinforce the “wise” decision to pre-plan, and demonstrate your integrity in the business.

It’s easy to get testimonials

     It almost doesn’t matter what is said.  Some people will tell you to write the testimonial, some people will “dictate” the testimonial, and some will allow you to record it.  By the way, recorded testimonials can go on your website.  There’s nothing more powerful then a live voice “saying” nice things about you, your cemetery, and the experience they had with your operation.

     Grounds crew testimonials, beautification testimonials (or even appeals for fund raising), sales testimonials, vendor testimonials, a happy (distant) relative visiting from a foreign land commenting on your cemetery testimonials will work.

     Incorporate these testimonials into your presentation, display them in your conference room and I’m confident you’ll discover even more success selling pre-need.

     When you request testimonials from your families make it easy for them to provide the kind words about you.  Send a self addressed stamped envelope, record the testimonial, and or get a note from them right on the spot.  Either way, if you ask you shall receive.

     Testimonials are like referrals.  Referrals are powerful and as I mentioned earlier testimonials are also extremely powerful.  I would think of it this way.  If you can get referrals you can get testimonials. 

Arm yourself with testimonials!

     While making your presentation, keep copies of your testimonial letters nearby, be it on normal paper, notes on note paper, napkins, post notes, fancy letters, and or Hallmark Cards.

     You might want to frame a testimonial on the wall, or on a desk, or in the conference room.  Keep testimonials in the office where they can be seen maybe even a bound book with clear plastic sleeves filled with lots and lots of testimonials.  You could also get a bound book with blank pages that people could write testimonials in similar to a diary.

     Testimonials are powerful.  Ask for them, arm yourself with them, use them in your correspondence, and have them with you when you meet families.

Happy Selling!

David…

P.S.  There are some testimonial samples in the “Letter” package.  Click here

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Anytime you get an advocate for you and your product you’ve got an excellent opportunity to get massive referrals.

Many times an advocate will turn into a Champion Endorser®.

A Champion Endorser® can introduce you to a very large niche group of people.  You should always be searching for an individual who can introduce you to a group of people.  It can be an association, small group, any formalized group of people who meet for a common cause.  Your Champion has lots of leverage and can introduce you several ways to many Prospects.

Treat your Referrers well and you’ll get more referrals as they become advocates for you and ultimately Champion Endorsers®.

We’ve been talking about referrals all week.

We’ve talked about developing

• “referral mindset”
• a system of asking for referrals from beginning to end
• getting testimonials
• referrers becoming advocates
• referrers becoming Champion Endorsers®
• the best place to get referrals
• incorporating asking for referrals in all your correspondence, presentation, Profile

The next step is for you to internalize the referral mindset and incorporate it in all aspects of your Prospecting system and begin NOW to ask for referrals.  Don’t be shy!  Once you get used to asking it becomes easier and easier as time goes on.

An easy strategy to get you started tapping into your own spheres of influence is to Mine Your Natural Market.  Tapping into your spheres of influence is an easy system you can do to add to or launch your pre-need sales.  For more info on How To Mine Your Natural Market click here.

Happy Selling!

David…

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