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Increase Sales By Staying In Touch - No Sales Training Needed

May 29, 2008
I was reminded of a simple way to make more sales and develop a long term relationship with prospective clients via an email I received a few days ago from Virgin Wines.

They have me on an email list from a few months ago when I purchased a one off set of wine as a present. I declined the subsequent offer of joining their wine club and I have to say I am glad I did as the follow up emails I have received from them are great examples of relationship marketing.

The email I received a few days ago was:

Dear Peter

I am not a sensitive person by nature, but I have to say that I am feeling a little hurt. We've invited you into our Club, but you've clearly decided not to.

So, as a one-off attempt at sheer bribery, I'm offering you your first, trial Club case HALF PRICE at just 47.88 (that's a ridiculously low 3.99 a bottle!). Plus, two FREE gifts, worth 30. That's an overall saving of nearly 80.

Sound good? Then click here to claim your HALF PRICE case and FREE GIFTS.

But you're probably not ready to join yet.. You're probably thinking...

I can buy the wines anywhere.

Well you can't actually. The boutique wines we reserve for our Club Members never appear in the supermarket. And they are always offered to members at a lower price than non-members get them for.

It's just like one of those ghastly book clubs.

Er...sorry, not correct on this one either. Quite simply, you have no obligation to take any wine you don't want. You don't even have to pay us for any wines that don't blow your socks right off.

I'm not the joining type.

If we explained that the reason we have a Club in the first place is because 40,000 people can buy better than 1, perhaps you'd change your mind? If you join us, 40,001 people will buy better than 40,000.

Or maybe you've just not got around to it.. Which is fine. People who buy wine by the case tend to be busy.

So what would be a good reason?

Here's one good reason to test us out right now. We're keen to recruit new Members. So, for one last time I'm offering you your first, trial Club case HALF PRICE at just 47..88

Take our HALF PRICE case NOW, and you'll receive a complimentary pair of beautiful Dartington Wine Glasses, completely FREE. Plus, a FREE professional lever corkscrew, worth 20.

Still not sure?

What is the worst thing that can happen? If you don't like the wines, I promise to refund you instantly, without any fuss whatsoever. If you agree that these wines are a big step better than you can get in the supermarket, you can look forward to a lifetime of feeling superior to non-members.

So why don't you join us now and find out what it's all about for yourself? Not next week, but right now.


Rowan Gormley
Founder, Virgin Wines

0870 050 0305

PS - Don't forget, you've got nothing to lose. If you're not 100% happy with our wines, our service or anything at all, we'll give you your money back.

Because this is such a darn good deal, only one case may be bought per household. When you buy one of our '3 Reasons' cases you are agreeing to become a member of our Discovery Club. No other promotional vouchers or offers may be used in conjunction with this offer. Full terms & conditions, including full details of our Discovery Club, are available at http://www.virginwines.com

Drinking is only fun when you don't over do it.

Can you see why this is a superb piece of relationship marketing?

The fact that I received it means that Virgin Wine are head and shoulders over the 3 or 4 competitors I also checked out a few months ago.

It is clear they have systematized sales process that tracks every prospective customer and that they regularly have 'touch points' to re-activate me as a customer.

The tone of the email is superb. It is written in a friendly, one-to-one manner that speaks directly to me.

I was made an offer that I could not get on their web site - it is an incentive to take action.

As a human being I naturally have questions and objections floating around my head as I am reading the email. The writer of the email (because I don't actually think Rowan would be emailing me) understands buyer psychology superbly and has answered many of the common sales objections upfront. With extremely persuasive points too.

Just to cap it off there is a full money back guarantee -- a no quibbles refund. How could I lose?

I would say that it is an absolute certainty that I will buy from them again.

Maybe not today but sometime soon. It is almost a shame to do so as I will no longer receive their follow up offers and emails. I would bet they have a few years worth already planned into their system.

This is not the best customer reactivation letter I have been on the receiving end of. About 22 Years ago I was in one of those book clubs that Rowan mentioned in his email. I did buy a few books every year and was in the main happy with them as a company.

Along came the internet and everything changed. When Amazon became my favorite shop I no longer needed the book club. Did they give up on me?


A few times a year, I still get mailings from them offering me 'spectacular', 'limited time offers' for books and DVD's. That's persistence considering I haven't bought from them in 20 years.

What can you learn from this if you want to sell your way ti increased profits?

Begin sending out customer activation letters and emails to everyone who has inquired within the last year and has not bought.

Make them an offer they just cannot refuse.

Answer any niggling doubts they might still have before they become major obstacles.

If you are in a business where it is viable make sure you include cost/profit justification of your services.

Plan for the future and begin to make this a routine part of your sales system so that you never lose contact with your prospective customers.

Oh and something slightly off topic -- Invest in sales and sales management training. There is no better time to invest in training than when the economy is in a downturn. A small investment in sales training will ensure you stand head and shoulders above your competition.
About the Author
Sales DNA specialize in bespoke, in house sales training and consultancy in the UK. Sales Training.
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