Day 1:
Go through your business cards and records and identify ten people who might buy from you but are not
currently customers.
Day 2:
Come up with a reason why these ten people should buy from you now. If you've recently changed something,
that could be such a reason. If you're doing everything exactly the same, that works too ("still delivering superior
quality as we have since…").
Day 3:
Think of some of your best customers and make a list of reasons why you think they buy from you rather than
from a competitor.
Day 4:
Think of your competitors. Take the list from day 3 and choose the reasons which your competitors will have the
most trouble matching.
Day 5:
Take the reasons you've come up with from day 2 and 4 and write a couple of explanatory sentences about
each one. If you have only one or two reasons, write a few sentences about them; if you have more, keep it
shorter.
Day 6:
Choose your favourite method of written communication with your customers. It could be by letter, e-mail or fax.
Take the text from Day 5 and turn it into a draft text depending on your choice. It should be about a half page
letter or its equivalent.
Day 7:
Think of your best customers and imagine how they would react if they were not yet your customers and
received the text from day 6. Use what you think their reactions would be to polish up the text and prepare a
final version.
Day 8:
Enter the names from day 1 into a spreadsheet or into a word processor which can do tables. Call the columns
"Last Name", "First Name", "Telephone", "Address" and fill them in. Call the file "Prospects". If you are familiar
with databases you can do something more elaborate but this is all you need for now.
Day 9:
Add a column called Key Words to the Prospects file. Think of the first name on your list and write words that
come to mind in the new column. Also words from the prospect's web site or yellow pages listing can go here.
Day 10:
Take your text from day 7 and use the key words from day 9 to personalize the text and send it out to the first
name on your list. Add a new name from your business cards or records to the end of your list.
Day 11:
Prepare a rough list of questions for your follow-up. You'll want to know at least whether the prospect has an
immediate or known future need for your products, whether he will consider you as a supplier and who makes
the buying decision. If he will consider you as a supplier, you'll tell him that you'll send additional information
about your company.
Day 12:
Think of the second name on your list and write words that come to mind in the "key words" column of your
prospect's file. Add words from the prospect's web site or yellow pages listing.
Day 13:
Finalize your follow-up. Finalize the questions and put them in the right order. Polish up the wording. The followup
should be personal – decide whether to phone or to visit.
Day 14:
Take your text from day 7 and use the key words from day 12 to personalize the text and send it out to the
second name on your list. Add a new name from your business cards or records to the end of your list.
Day 15:
Make a list of possible additional information material about your company and your products that you can send
out to prospects.
Day 16:
Think of the third name on your list and write words that come to mind in the "key words" column of your
prospect's file. Add words from the prospect's web site or yellow pages listing.
Day 17:
Assemble all the information material on the list from day 15 and review it briefly.
Day 18:
Take your text from day 7 and use the key words from day 16 to personalize the text and send it out to the third
name on your list. Add a new name from your business cards or records to the end of your list.
Day 19:
Finalize the information package from day 17. If there is a lot of material, group it so that only relevant items go
to particular customers.
Day 20:
Think of the fourth name on your list and write words that come to mind in the "key words" column of your
prospect's file. Add words from the prospect's web site or yellow pages listing.
Day 21:
Call or visit prospect 1. Write a brief note with any important information such as names of decision makers,
tender dates or special requirements.
Day 22:
Take your text from day 7 and use the key words from day 20 to personalize the text and send it out to the
fourth name on your list. Add a new name from your business cards or records to the end of your list.
Day 23:
Send out information package to prospect 1 or, if prospect 1 will not consider you as a supplier, remove him
from your list.
Day 24:
Think of the fifth name on your list and write words that come to mind in the "key words" column of your
prospect's file. Add words from the prospect's web site or yellow pages listing.
Day 25:
Call or visit prospect 2. Write a brief note with any important information such as names of decision makers,
tender dates or special requirements.
Day 26:
Take your text from day 7 and use the key words from day 24 to personalize the text and send it out to the fifth
name on your list. Add a new name from your business cards or records to the end of your list.
Day 27:
Send out information package to prospect 2 or, if prospect 2 will not consider you as a supplier, remove him
from your list.
And so on…
Don't forget to include prospects who received an information package on your mailing list for Christmas
cards etc. and good luck with the new business you'll be receiving.
FIRST PUBLISHED AT SUITE101.COM
