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"Oh, I forgot to mention ...".

"So, you're doing everything right, but still . . . business is slow. And you're kind of itching to speak with some of your better prospects because you're good on the phone and you know how to close additional business. But you need that key element--that one phrase that is pivotal to the campaign, to tie it all together. You need that one reason to call. Here it is:

"Oh, I forgot to mention. . ."

Yes, it's the phrase you can pull out that smoothly and subtly lets you in the door.

* "When I sent that quote, I forgot to mention. . ."

* "In my last post card, I forgot to mention ..."

* "I forgot to mention I've written a new paper on ..."

* "I forgot to mention new coverage has come DOWN in price because ..."

* "In our last conversation, I forgot to mention ..."

Now you can feel comfortable to call anyone and tell them what you left out of your letter, postcard, call, Web site, ad, seminar. Oh, you're so sorry--you forgot to mention a key point they need to know right now ... and here it is.

Maybe in your rush to get your new newsletter to them, it wasn't included. Maybe a recent news story triggered this need ("I saw this story in the news tonight and I thought I'd better call you . . . because I forgot to mention. . .") Maybe a new law created information they need to know right now.

Or maybe in your latest negotiation, your new providers presented information that affects them. And in fact, it just became available ("I was speaking with one of our new providers earlier today and he advised me of a change in your policy. I thought you'd want to know about it right away because I forgot to mention this in. . .").

I write about marketing with letters and post cards all the time. However, the phone is one of the best marketing tools you can use.

But unless you use the phone in a tightly controlled way, it can fast become a burden to you, and an annoyance to clients. By using this key phrase and spacing out calls at only so many per day, it becomes an effective tool to build business, relationships and longevity into accounts. Without stress.

[ILLUSTRATION OMITTED]

The "Oh, I forgot to mention ..." technique is an incredible tool for a less-stressed environment using the telephone. It's also great for getting past gatekeepers: Simply say the reason you'd like to speak with your customer or prospect is about your last letter to him--something you forgot to mention ... and you're sure they'll feel it's important.

Jeffrey Dobkin is a speaker who writes letters and direct mail. Dobkin has written five books on direct marketing. Email: jeff@dobkin.com
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Title Annotation:Lead Generation
Author:Dobkin, Jeffrey
Publication:Senior Market Advisor
Date:May 1, 2009
Words:453
Previous Article:How did you meet your advisor?
Next Article:More e-mail marketing plans that work.


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