Last month we talked about how to use the database you have to create a mailing list for direct marketing campaigns and a little about how to use that list. Now we will address mailing lists to target new business or to build a database if you are just starting out. We will also talk about follow up phone calls as part of the direct mail campaigns.

What if your list is too small or you are just getting started? With the advent of the internet this is no longer a problem, there has never been an easier way to get mailing lists.  Simply type "customer lists" or "mailing list" in your search engine, hit enter and decide which ones suit your company and goals best. You can buy by state, city, zip code radius, etc. Take the purchased and divide the list you want by potential customer location using zip-codes, and then by customer type (commercial flat roofs or commercial buildings, etc). You have a list of potential customers you can now send direct mail out to.

Identify yourself and your company and politely ask if you can have three minutes of their time, no more, and you promise to honor that by hanging up when the time has expired. Ask if they received the mailer. If yes, ask if they would like the inspection, repeat that it is only (amount). Admit that it is a special price to get to know them and hopefully gain them as a customer. If no explain what the flyer was about and repeat the same things as if they had said yes.

Tell them a little about your company: serving the neighborhood for X years, average mechanic has been with the company for X years, owner's kids go to local schools, anything that makes you a friend but only if it is true and you are willing to live up to it. Watch the clock. At three minutes say, "My time is up. Thank you for your time. Please think of (your company) when you are ready to have any roof work done." Don't talk too fast or push too hard.  Remember, you are a friend.

Note their response in on the mailing list spread sheet because you are going to call them again in the fall right after you have called your existing customers. Send them a "Thank you for your three minutes" card.  Get personal by writing something like, "I hope I did not pester you. You treated me with respect and I appreciate that.  Please think of (your company) when you are ready to have your roof checked, repaired or replaced. We will treat you fairly and do a good job. Do you see what is happening? A pattern is starting to develop, and you are personalizing the mailing list.