I you approach your marketing expecting everything to work rst time, you’ll bebitter and twisted when you discover it doesn’t. You may give up beore youshould.Remember this: marketing has certain rules, but it’s still largely trial anderror. You give it your best guess, then nd out or sure.It’s essential that you meticulously record every result. It’s extra work,but you’ll be glad when you have a marketing strategy which you know will produce results. Tat condence only comes rom testing andmeasuring. When it comes to closed door sales, it can be dicult to test. Tere aretwo reasons.Firstly, you don’t know how well your sale is going to go until youactually run it ‘or real’. Tere isn’t really a way to run it on a small scale,see how many responses you get then do it bigger.Secondly, i you run a closed door sale, invite everyone and it bombs, it’snot always the best idea to run another one soon ater. People may get theimpression that your ‘special’ sale isn’t really that special. Tis can take thepower out o the strategy and put a strain on your credibility.
So what’s the answer?
You need to nd other ways to test. For example, you can write your invitation letter, plan the sale then share theconcept with a ew trusted customers. Ask whether they’d really come, and nd out whether they’d tell other peopleabout it. A great question to ask is ‘so assuming you had something important on the night o the sale, what would I have tosay in this letter to encourage you to cancel your plans and come’. Tat always generates an interested response.It’s important to bear in mind that people are ckle, orgetul and generally scatter-brained. Tey may ully intendto come to your sale, but orget or be distracted at the last minute. You have to nd out what kind o appeal willreally make an IMPAC with your customers.Te best way to discover that is simply to ask them beore going ahead with the closed door sale.
Te Nature O Closed Door Sales
What is a successul Closed Door Sale?
Beore getting started, it’s important to understand what we’re aiming or. Without knowing what success is, it’shard to achieve it.Most business people tend to have unrealistic expectations - they think that 90% o their customers will come totheir closed door sale, and that all will spend big dollars.Te reality is, most closed door sales only achieve a raction o that result on average, one in ve people will attend aclosed door sale, and about hal won’t buy anything o any signicance.