Phone-mail-phone; the simple sales system that works

You phone people, then you send them something by post or email, then you phone them again. This is a proven process that works across industries. If you want more consistent sales results, pay attention; this approach can transform your marketing.

First things first; you don't have to do this yourself

Some of our clients get their staff to handle calls; others employ a part-timer, a friend who enjoys talking on the phone, or someone working from home who can’t commit to a full-time role.

How to avoid sounding like a telemarketer

You're not a telemarketer, so you must not sound like one. No one enjoys cold, scripted calls- but people don’t mind hearing from a local business that’s genuinely trying to help.

Here’s how to get it right:

• Write down bullet points of what you want to say.
• Practice until it feels like a natural conversation.
• Try it on a friend or partner until it flows smoothly.
• Smile while you talk; it changes the tone of your voice.
• Get to the point quickly.

Why the phone-mail-phone sequence works

Don’t try to shortcut the process; it works best when followed step by step:

1. Phone first: Call and ask permission to send information.
2. Mail second: Send the letter, brochure, or email as promised.
3. Phone again: Follow up, ask if they received it, explain the key points, and invite them to take the next step.

The offer doesn’t have to be a hard sell. For example:

• A free check (hot water cylinder, car tyres, running shoes, glasses, etc.).
• An invitation to a customer evening or workshop.
• A guide or checklist that solves a common problem.

The power of low-pressure selling

Low-pressure selling builds trust and relationships; and relationships mean repeat business. Customers are tired of pressure tactics - but they do want help, advice, and genuine human interaction.

At Holloways, we believe marketing must help people, whether or not they buy immediately. The more value you provide, the more likely they are to choose you when they’re ready.

So your customer evening doesn’t have to be about showing off new products. Instead, it could help people understand which TVs are best for their eyesight, or how to pick the right running shoes for long-term comfort. When you focus on helping first, sales naturally follow.