One call close

Recently, I was asked to help put together a response strategy for a client of ours. This client produces an infomercial, among other marketing activities, to generate inbound callers looking to purchase a product where a portion of the proceeds go to a specific charity. Their goal was to figure out a way to stay in touch with the people that don't buy on that initial phone call.

This one was easy. In my mind there is only one primary reason why anyone would call a phone number off of an infomercial and not buy; the price. They have proven to be interested in the product and/or cause (otherwise they wouldn't have called in the first place). So, here is the strategy:

1. Take the inbound call
2. When the person says that they are not interested, request email address for additional information about the cause.
3. Email 1 (same day). "Thank you for your interest in the cause. I understand that situations are different for everyone and not everybody can participate at the level we were requesting. Periodically, we like to offer alternative methods of participation to a few select individuals. As a result of the interest you have shown thus far, I will assume that you are interested in being notified of these opportunities to make a difference unless you let me know otherwise. Again, thank you for your thoughts and prayers on behalf of ...."
   
4. A week later send an email announcement talking about the cause. DO NOT request anything from your prospect.
   
5. A couple weeks later do the same thing as step 4.
   
6. Three months and several email newsletters later send an email saying: " dear...., I appreciate your interest in.... and willingness to act. As I mentioned a few months ago, we occasionally have alternate opportunities to provide your support to.... Later this week, we will be contacting you with a pre-recorded message detailing the opportunity and requesting your help.
   
7. A couple of days later send a prerecorded message: “Occasionally, we here at .... Try different things to extend the opportunities to help, to those that otherwise can’t. Previously we offered (name the product) at a price of (name the price) with the proceeds being donated to (name charitable organization). For a limited time, we are allowing interested people in combining their efforts and contributing as a team. This is only being tested with a limited number of people. If you are interested in more information, press 1 and you will be put in touch with one of our representatives. If the timing is still not right for you, but you are still interested in helping in the future, press two and we will continue to keep you posted on news about...
   

When they press one, ask them if they are in a better position to contribute the full amount, if they say no, let them know that they can contribute 1/5 the amount and be a part of a group effort.

The whole point is to turn the lead, which was previously dead, into any amount of money. If they are still unable to participate, repeat the steps until they buy or tell you to stop.