You just spent hundreds, or in some cases, thousands of dollars placing a direct marketing ad. The day it comes out you are anxiously awaiting the response from potential clients. You have done everything right. The ad meets all the criteria of a good response rating, the magazine you chose is your target market, and you have placed the ad in an opportune location. Now you are ready for the calls to start flowing in.



There is a five finger rule that you can follow that could dramatically increase your income from advertising. It is simple, effective and profitable.

Finger Rule #1: Tell the person who you are. Introduce yourself by name. This immediately puts the persons guard down and makes you more personable. Remember, the most effective means of selling is building a relationship. If you can begin to build trust in the first few seconds, the following steps will be much easier.

Finger Rule #2: Ask them for their name. If you have done the first step correctly, they will give their name to you more freely. Use their name when it is appropriate during your conversation. Everyone likes to be recognized. This follows the skill of building a relationship. At some point you are going to need to get pertinent information such as, address, phone number, e-mail address, etc. This will only be given if you have been able to build their trust.

Finger Rule #3: Ask them what they liked about the ad. By asking them to tell you what interested them, you will be able to determine where you need to go with the conversation. It will also tell you if they are serious or not. If they are not serious, send them to your web site and let them know they are free to contact you later with questions.

Finger Rule #4: Ask for the sale and assume to sale. After asking, be quiet! No matter how uncomfortable it gets, be quiet! The first who speaks louses. Remember, if you do not ask for the sale, you probably won't get it!

Finger Rule #5: If the answer is no, move on. Give them your web site, etc., so they can look into your product or services more fully. Keep the door open. They may contact you later. If the answer is yes, close the sale. Get all the important information and put that information into your system. Name, address, phone number, e-mail address, credit or debit card information, etc. Keep your conversation simple. Practice beforehand what you will say so that it will feel natural. Do not go into lengthy details. Answer questions directly and honestly. It's that easy!

As you begin to practice and use these techniques, you will find that you will be spending less time with people who are not genuinely interested. This will give you more productive time with those that are serious about what you are offering. Your skills will sharpen each time you put them into practice. Use this opportunity to entice them, without giving all the information at once. If they continue to ask questions answer them, however, do not put yourself in a position where you over sell. This is a common mistake. You want to build a relationship. This will give you a long term loyal customer or client, not just a quick sell.