Goldmine Auto Processes can really add to your marketing and simplify the first steps of creating a relationship with a new prospect. 

One of my favorite examples is when you are pursuing a client that uses your competitors products or services.  This can be a great lead because they already use a similar service or product. You just need to ‘woo’ them to your service.  But – is this a high percentage probability lead? Most likely not.  So an Auto Process of letters or emails can open up a dialog and will put your info in front of this potential client without huge efforts.

WARNING- START SIMPLE!!!  Don’t go out and create cumbersome auto processes your first time out.  Try a simple functional plan such as this…

Let’s look at a script idea…

Day 1  -             Intro email

Day 10 -             Something good has happened email

Day 20 -             Reason for Appointment email

Day 30 -             Testimonials email

Etc.                  Keep going for months.  Figure out other offers that you can afford to give to get this prospect to let you in the door. 

Now for the Goldmine auto process plan.

First, we need to plan for reasons that we should stop the process.  This might be simply that he has sent you an email back stating that he prefer not to get anymore emails from you.  Or, maybe he goes ahead and gives you an order for your product.  In either case, you will want to close out the auto process and begin a different one.

This can be performed automatically in the Auto Process by having a ‘premptive’ event that gets examined every time the auto process is about to run.  For instance, my preemptive could be “if a sale has occurred, end this track and start a ‘New customer’ track. “  Or it could be a preemptive track that says “if the field ‘merge’ contains ‘no email’ then end this track.  These preemptive tracks are run every time, so this can keep you from your automation sending something inappropriate to the current position of the prospect.

After the preemptive tracks have run, then the emails go out on a schedule that you pick.  If you want them to go out every 10 days (not counting weekends) then you setup each track to wait 10 days after the track before it completes.

The big benefit of this system is that the prospects that you put on this auto process plan  can be at all different places in the cycle, and you don’t have to do anything after the plan is attached.

Here are some sample emails…

1)       Send an introductory email  – Open by stating how you know about them.  They need to see this first, otherwise it is going to seem like junk mail to them.  Follow up with a benefit statement that compares you to your competitor (without naming them or directly slamming their product.)  Finally, give them an easy call to action to take the next step.

EXAMPLE:

Mr. Burg – I had the pleasure of meeting you at the Make a Wish Foundation Dinner in August, we talked for a few minutes and ever since have wondered if I could be of service to your company. 

I am Northern Nevada’s second biggest supplier of pallet racking and warehouse part bins.  Being in ‘second place’ has inspired me to do a few things better than any of my competition – we carry all the name brands, but we also carry Lodi Steel products which cost half as much in freight to get here.  The quality is exactly the same, but we save everyone money with them.

If you have additional racking needs coming up, I can price out pieces or a complete install.  I’m respectful of your time, so if you have a need, I would look forward to helping you in person, or by email.

Sincerely,

2)       Second email – Something good has happened email.  This email is sent only if the first email has not opened the door for you.  Starts with reminder of the first email, then explains that you have an offer that has arisen because of a large purchase you made on behalf of several clients.  Again, must close with a call to action.

EXAMPLE:

Mr. Burg – I had sent you an email a couple weeks back regarding pallet racking and part bins.  We had originally met at a Make a Wish Fund Raiser.

The reason for my note today is this:  We have had three clients that all had needs for Zeneco size 50 warehouse bins this week.  I think they are the same bins that you use for hardware parts in your warehouse.  When we told the manufacturer the size of the order, they offered us a 35% discount off wholesale. 

We passed on the savings to our three clients and I wanted to offer you the price break too.  All of our competitors are offering these bins for $20 each in quantities of 100+, we normally offer them for $17.50, but I can offer them at $11.35 regardless of quantity for this order.

Can I interest you in this savings?  If so, email me back with a quantity you’d like and I will add it to the purchase order.  If there is anything else that I can answer for you or help you with, please don’t hesitate to call.

I look forward to offering you similar savings in the future.

Sincerely,

3)       Reason for appointment email – this email needs to emphasize that you are available and you do sit down with clients, not just work by email.  Don’t forget call to action

EXAMPLE:

Hello Mr. Burg,

A few of my clients that have not started using our pallet racks manufactured by Lodi Steel have been curious about my claim that they are built to the same specs as the big national supplier offers and seamlessly fit with them – so we asked Lodi Steel to cut a couple sections up.  Between this new ‘chunk’ of evidence and the fact that we are saving our customers nearly 50% on freight – we really have something to discuss. 

Can we compare calendars for next week and come up with 30 minutes to meet?  If I go one minute over that, I’ll donate $100 to Make-a-Wish in your name.  When should I call you to settle on a time?

Thanks,

4)       client recommendations email – If you’ve gotten this far and the contact has not made a purchase form you – try a few testimonials from current clients.  Use companies that the prospect should know (or know of)

EXAMPLE:

Mr. Burg –

I’m sure that we are doing a better job than our competitors – our clients tell us all the time…

“Shelf King outperforms all my vendors in service.  They really pay attention to detail and have saved us time and money.”

                                John MacWheel,

                                MacWheel Manufacturing

“Thank Shelf King for pointing out all the ways to improve the use of space in our warehouse.  I thought we’d have to move to a bigger facility this year – We can now do 3 times the business in this same space.”

                                Steve Rogers,

                                Glory Park Electronics

“OK – you were right JR… Shelf King saved us a bundle over our old vendor and your staff and installers are the most professional team I have ever seen.”

                                Connie Johnson

                                Nevada Wholesale Liquor & Booze

I’m not bragging.  Well, I guess I am.  But I am serious about providing all my customers with better service and support than they have ever received before.  Can I do the same for you?

I can still provide some of those Zenco size 50 bins (mentioned in my last email) at nearly half the price of anybody else in the West.  $11.35 is lower than my normal wholesale cost.  Can I set some aside for you?

Thanks,

KEEP GOING!  Why not have a plan that sends the prospect a note every 10 days for 6 months?  It will greatly increase your odds of getting the prospects business sooner or later.