first direct mail marketing campaign... first angry homeowner

[Paul S.]

So we just sent out our first direct mail pieces in a very small quantity. The first call back we got was from an interested seller but the situation wasn't right. The second was from a very angry homeowner who said she dropped off our letter with the police and now we are under investigation.

We knew this would happen but it still feels weird when you KNOW you are running a clean business but others can be so irate over your actions. Just curious how many others have had such experiences and how you managed those types of calls?

[Phil B.]

Originally posted by @Paul S.:

Hey @Phil B. , thanks for your perspective! On a totally unrelated note, I'm from Tampa too (Valrico technically). Hope you are doing well down there.

 Maybe we share  some of the same irate leads.  Don't worry about mailing her again.  This isn't a cell phone opt out list.  This is US mail and you paid for the service.  I was a stockbroker for a number of years  so I went numb to this stuff years ago but I know it can be disheartening.  You absolutely need to assume control - control of the conversation, control of your time.  This is your business.  Go in with the attitude you are there to get someone out of a troubling situation and if you want my help you play by my rules.  You have to be super confident on the phone and not let these type of calls rattle you.  I know it's easier said than done if you're not used to this.  That confidence and control has to remain with you through the entire process too.  Once you get a good lead, it's your job to walk them through your conversation.  Pull as much information as you can from them and if they won't offer the info you seek, ask them again.  You gotta have a big pair on the phone.  Your perfect customer is lost and looking for help.  The last thing he or she wants to deal with is someone who is unsure of themselves.  Even if that might be the case for now as you just start out, you have to sound like you know what you are doing and that starts with sounding confident on the phone and controlling the conversation at all times.

If this type of phone work is new to you, practice with a spouse or buddy so you're not burning up good leads. Have him or her play the customer while you work through questions and rebuttals.  Good luck.  You'll get used to it quickly.