Here's
a common dilemma: You receive a letter
enclosed with a copy of your
ad
that specifically states "...for more information, send $1." However,
they
DON'T enclose the $1.
One
respondent was brave enough to include a cover letter that stated he
was
enclosing $1 for more information, but conveniently "forgot" to put
it
in
the envelope. Is this really an unintentional mistake? Did the person
really
forget to send the money? Probably not. Why do I make that assumption?
Because
the frequency of them are too numerous to count. If it was just
"human
error" the same tactics wouldn't be used by 90% of them. (I did have
one
clever gal though purposely seal and re-open part of the envelope to make
it
appear like the money had dropped out. It was obvious the envelope had not
got
caught in machinery because I used to work for the post office and know
how
the mail is processed.)
Unfortunately
the poor mail order dealer who is trying to run an honest
business
will go ahead, take the financial loss and fill this order. They
rest
on the "hope" that this person will place a large order in the near
future
once they receive their information; which will make up for the $1
he/she
conveniently forgot to enclose in the beginning.
But
there is a way to combat this problem. Here's what you do: Instead of
filling
the order for more information, write a short letter on your business
stationary.
Thank
the customer for inquiring about your product and graciously inform
him
or her that the letter was received without proper payment. but send the
information
anyway. Do not sacrifice 29 Cents for an 18% conversion. In the
long
run, after you've written and mailed the letter, it is better that you
send
the free ($1) information anyway.
Also,
enclose 1 or 2 ads in with your letter. This way, it only costs you
29c
to respond to their request and you don't lose money on someone who is
only
after a "free ride."
Believe
it or not, there are actually some people who just enjoy receiving
mail.
They never place an order or spend any money. They just enjoy receiving
mail.
And some people actually spend time just to see what they can get
"free."
They envision mail order companies as huge enterprises and have a
vengeance
to rip them off because they are jealous and have nothing to
account
for in their own personal lives. I know this sounds harsh _ but
there
are people like this.
And
on the rare occasion when a customer writes back and claims to have
answered
your ad and sent $1 for information already, you simply reply:
"I'm
sorry. In checking our records we find that you did, in fact, make an
inquiry
on (date). Unfortunately, you did not enclose the $1 payment as
stated
in our ad. We understand mistakes like this can happen since most of
us
lead hectic daily lives and we apologize for any misunderstandings."
Then
_ leave it go at that. The customer will get the message. You aren't
being
cruel and calling them a liar. In fact, you are being rather innocent
in
the entire matter. The only difference is _ YOU are in control of the
situation.
Somewhere
there's this unwritten law that says you have to send NEW customers
tons
of circulars the first time they write you for more information. Not so.
Customers
who are worth the time and investment you make will supply you with
repeat
orders and you don't have to send them boxes of stuff. Instead, send
just
a few offers at a time. This way, it will take many mailings to get
copies
of all the circulars you promote and it will appear to the customer
that
you are adding and growing in your business.
Think
about it! And for those of you who make it a habit not to send people
the
requested first-class stamps and postage money to offset the cost to send
you
the information you are requesting _ watch out! Most of us are people
just
like you are. We work hard and cannot afford being nickel-and-dimed to
death
either!
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