What Goes Into A Prospecting Package

When you get a response to your initial lead-generating sales letter, postcard or phone call, you need to immediately send the prospect a fulfillment letter and any accompanying information that will help him make an intelligent decision.

The fulfillment letter should be much more in-depth than the lead-generating letter. When you get a response from your first mailing you generally have a good solid prospect, someone who has shown what we can assume to be genuine interest in learning more about your offer. You can not cheat this person. You should not send them scant details on your offer.

What Goes Inside the Second-Stage Mailing

In this mailing you will send your letter, which in most cases is at least two pages long and often longer. The length doesn’t matter as long as you get your point across and give the prospect enough information to make a decision. You’ll also enclose a brochure and or flyer and any accompanying information that your company provides.

A word of caution here. Only send professional-looking and professionally-written material! If you send amateurish material you will get very poor results and the entire mailing is not worth your time.

I like to start the letter something like this “Enclosed, George, is the information you asked for.”

Why is this better than “Jim Rohn”

Well, it’s not actually better. But it sounds less like a cold sales letter and more like something sincere and interesting to the reader.

In the second and third paragraphs use plain language and explain what joining your downline will do for the prospect. Give proof of the company’s success.

Then tell the cost of becoming part of your downline. Do not leave out the costs because it’s a key element in the decision the person must make. And you will appear more honest if you don’t try to avoid that issue.

In the next paragraph give additional benefits (how you provide personal hands-on training and furnish good qualified leads free the first sixty days, etc).

Use a friendly, sincere tone in the letter. Invite the reader to call you if he has any questions or if she needs more information. Make yourself available to the reader. That way he’ll know you’ll be there for him when he needs you. Many people in upline are never there for the downline once they recruit someone. You don’t want to be like that and you need your would-be downline to know that.

Of course, along with the letter you should send a brochure outlining the features and benefits and perhaps the commission schedule of your primary company. You should include information on at least the main products. However, do not overload the prospect with too much information. Too much is as bad as not enough.

And another point we should make here is not to send information on more than one company at this point. You confuse the prospect by sending information on more than one company AND you make it appear that you are just looking around yourself!

I tell clients to send out a sales letter that stresses the important features and a brochure that reinforces what the letter says. Remember, the sales letter sells and the brochure tells. So the brochure should have additional information in it that is not in the letter.

In addition, you might send a recruiting tape. These have become very popular and, if written and presented properly, can do almost all of the recruiting for you. If your company does not have audio tapes (and they should or you might want to reconsider representing them) then you should have your own tape professionally done.

Envelope Tip Buy a rubber stamp that says something like, “Here is the information you asked for” and stamp that on the envelope you mail to the prospect. This causes the prospect to know this is information he wanted and he will open it for that reason. Whether or not he gets interested will depend upon what you put inside.

Finally, you will probably need to talk to a really hot prospect on the telephone. So be sure you have a good presentation ready and know how to use your voice to make a good impression. You want to impress the prospect — not scare him away. So don’t be too pushy or too timid. If necessary, have your telephone script professional written.

There is yet more to recruiting by mail then the initial letter and the fulfillment. To the people you receive responses from to your first mailing you will, of course, send your fulfillment package and probably have a telephone conference with them.

But what about that vast wasteland of folks from whom you don’t hear Ah! That’s where your follow-up letter comes in.

How To Write the Follow-up Letter.

About two weeks after your first mailing you send a follow-up letter to those who did not reply. If you do this, you will enjoy an additional 1% to 4% response rate in most cases. You will recruit people you otherwise wouldn’t recruit.

So let’s discuss the follow-up letter.

Here are the points you want to put in the follow-up letter.

Thank the prospect for sending in the reply card.
Refer to the enclosed brochure. For example “As you’ll notice when you read the enclosed brochure, my company has a better commission pay out than any other company and products that are consumable and easy to sell.”
The third paragraph should sell a bit more. For example “Not only will you make more money with us but you’ll get all the upline support you want and need.”
Wrap up the benefits of your company and you as their sponsor. Don’t say your company is biggest in the country. Who cares Tell the prospect what you and your company can do for him or her. How will prospects benefit from using your product or service and getting others to do the same That’s the point you want to make here.
Call for action on the prospects’ part. Tell the prospect what you want him or her to do. If you want prospects to phone you, say that. If you want them to expect a personal call from you, say that. Whatever action you want prospects to take as a final action before the sale is made put in the next to the last paragraph.
Finally, make the final paragraph about two sentences long. Three or four at most. Put a powerful pull here to convince the prospect to take action. Persuade the prospect. Put a sense of urgency in you wrap-up without sounding too pushy. Make the prospect want to take action NOW.
For example, “Since income and time-freedom are important to you let me show you how I can help you get both! Call me today.”

The follow-up letter can make the sale. It should be sent after every mailing to those people who have not responded. The follow-up letter will put money in your pockets.

Recruiting is not an easy job. There is a lot of competition. Other people represent the very same company for whom you’re recruiting. If they get to your prospect first or if they do a better job of recruiting all of your efforts will be wasted.

So do it right the first time. Be professional. Have professionals help you all along the way — from your lead source to your copywriting to your printing. If you don’t do it right the first time you just might not have a next time.

Recruiting with direct mail is a terrific way to build your downline. But you need to do it right. If you follow the methods we’ve outlined here you’ll be successful. You’ll build a prosperous downline in a short time and start increasing your income rapidly. And isn’t that what you really want to do.