HOW TO RESPOND TO REQUESTS FOR FREE INFORMATION
Here's a common dilema: You receive a letter enclosed with a copy of your
ad that specifically states "...for more information, send $1." However,
they DON'T enclose the $1.
One respondent was brave enough to include a cover letter that stated he
was enclosing $1 for more information, but conveniently "forgot" to put it
in the envelope. Is this really an unintentional mistake? Did the person
really forget to send the money? Probably not. Why do I make that assumption?
Because the frequency of them are too numerous to count. If it was just
"human error" the same tactics wouldn't be used by 90% of them. (I did have
one clever gal though purposely seal and re-open part of the envelope to make
it appear like the money had dropped out. It was obvious the envelope had not
got caught in machinery because I used to work for the post office and know
how the mail is processed.)
Unfortunately the poor mail order dealer who is trying to run an honest
business will go ahead, take the financial loss and fill this order. They
rest on the "hope" that this person will place a large order in the near
future once they receive their information; which will make up for the $1
he/she conveniently forgot to enclose in the beginning.
But thereis a way to combat this problem. Here's what you do: Instead of
filling the order for more information, write a short letter on your business
stationary.
Thank the customer for inquiring about your product and graciously inform
him or her that the letter was received without proper payment. but send the
information anyway. Do not sacrifice 29 Cents for an 18% conversion. In the
long run, after you've written and mailed the letter, it is better that you
send the free ($1) information anyway.
Also, enclose 1 or 2 ads in with your letter. This way, it only costs you
29c to respond to their request and you don't lose money on someone who is
only after a "free ride."
Believe it or not, there are actually some people who just enjoy receiving
mail. They never place an order or spend any money. They just enjoy receiving
mail. And some people actually spend time just to see what they can get
"free." They envision mail order companies as huge enterprises and have a
vengeance to rip them off because they are jealous and have nothing to
account for in their own personal lives. I know this sounds harsh _ but
there are people like this.
And on the rare occasion when a customer writes back and claims to have
answered your ad and sent $1 for information already, you simply reply:
"I'm sorry. In checking our records we find that you did, in fact, make an
inquiry on (date). Unfortunately, you did not enclose the $1 payment as
stated in our ad. We understand mistakes like this can happen since most of
us lead hectic daily lives and we apologize for any misunderstandings."
Then _ leave it go at that. The customer will get the message. You aren't
being cruel and calling them a liar. In fact, you are being rather innocent
in the entire matter. The only difference is _ YOU are in control of the
situation.
Somewhere there's this unwritten law that says you have to send NEW customers
tons of circulars the first time they write you for more information. Not so.
Customers who are worth the time and investment you make will supply you with
repeat orders and you don't have to send them boxes of stuff. Instead, send
just a few offers at a time. This way, it will take many mailings to get
copies of all the circulars you promote and it will appear to the customer
that you are adding and growing in your business.
Think about it! And for those of you who make it a habit not to send people
the requested first-class stamps and postage money to offset the cost to send
you the information you are requesting _ watch out! Most of us are people
just like you are. We work hard and cannot afford being nickel-and-dimed to
death either!
