How to make inbound enquiries work for you

One of the nicest things about getting your biz dev working well is when inbound enquiries start to come to the business.

I am working with Websters , a niche chartered accountancy practice specialising in service charge accounting.  They have worked hard on a new website and blog as well as some collateral and internal management structures to support business development.

Websters aren't yet ready for the big formal launch event for the site and while it's broadly complete, we are continuing to use it and improve some of the features.  

And so I am surprised and delighted to find that people are signing up to receive their newsletter, the RSS feed and printed brochureware about the business.

Setting up the fields

When I set up the fields for the enquiry form  I originally thought that a simple Name, Email, Company name and country would suffice. 

But I was surprised by the number of folk who want to receive information about the Websters company.

This leaves them with a choice – send electronic information or print.  But for print we need a postal address.  This gave me an idea….

Rather than change the form to include postal address information, why not just research them online and phone them up. This is good becausse

  1. you can find out if they are a real person
  2. you can ask them if they prefer print or emailed information (customer chooses)
  3. you can do a bit of"digging research" into their organisation for your database
  4. you can ask them straight out if they want to have a credentials presentation or chemistry meeting
  5. you can make a fair assessment of whether they are a prospect and at what stage of the pipeline.

Hooray – i know what we'll do – a targeted phone calling session.

Reblog this post [with Zemanta]

Tone of voice in newsletter writing

This week I got a couple of newsletters from organisations – both happen to be agencies one is in PR and the other is an integrated retail specialist.

HAve a read of these opening statements

Well here we are, more than halfway through the year that was sent to challenge the retail, travel and leisure sectors to their limits. And, you know what? Despite all the economic hurdles we continue to deliver great results for our clients.
In addition, we bring you news of a few new clients, expansion of our digital offering and a couple of weddings. Read on, it'll put a smile on your face!

 

compared to

Rebecca, tell me how you feel about this scenario.

You take, say, 3 or 4 months to thoroughly research a topic. You become a ninja, the world's foremost authority.

You lock yourself in your basement for another 4 months to write a comprehensive ebook. A thing of beauty. The definitive guide. A masterpiece.

And then something unexpected happens when you launch…

*Nothing.*

Will this happen to you? Click below and let me know:

and this one

Priority check-in for First Class Web Design, Fast Track SEO, Web video lounge, self service CMS.  click here
For all other websites please join the back of the Very Very Long Queue.

I bet you can guess which one I chose to read and which ones hit my delete bin.

If you are interested in tone of voice advice, check out Ben Afia of Afia.tv who is a former client.