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Making a
Booking Lead Notebook
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When securing your first shows,
you made a list of prospective booking leads, comprised of five different
areas
you know people:
1) places you've
worked
2) places you've lived
3) places you've gone to
school
4)
friends and family,
and
5)
organizations
and professional affiliations. |
I encouraged you to
write those leads in your Booking Lead Notebook.
This is simply a spiral-bound notebook where you keep a list of your
prospective bookings. You can use it as a monthly tickler or organize it
alphabetically, whichever works best for you, but
it's important to keep all of your prospective booking information in one
easy-to-find place.
Now, as you begin to get out there and actually start doing your first six
shows, it's important to realize that you
are going to get legitimate and reasonable excuses why people cannot have a
show right away,
i.e., expecting a baby soon, in the process of moving, illness in the
family, remodeling their home, etc. We call them reasonable and legitimate
excuses because that is indeed what they are.
When someone says, "I’d love to have a show but I’m in the process of
planning a wedding right now, it’s in four weeks,"
it’s important to acknowledge their situation and be respectful and
courteous of their time. There
is no point in pressuring them because
they will not be focused or have as successful a show as they will if you
book them at a later date.
Simply say, "I completely understand, Mary, I’ll make a note and call you in
May."
The
best habit that you can get into
is when you get home from a show,
immediately transfer the names of any potential bookings into your booking
lead notebook.
If you’re using
customer care cards, wish lists, or guest survey forms,
go over these carefully to see if anyone has answered “yes” or “maybe” to
the question about having a show or becoming a Designer. If they marked
“yes,” your goal is to get them to select a date the night of the show;
however, if you’re unable to do that,
list them in your notebook,
along with a
notation of their circumstances and when to call them back,
e.g.,
"Having a baby in April; call in May."
Write down the
names, addresses, phone numbers and pertinent information
of any and all booking leads, i.e., why it was that she couldn’t date a show
immediately, and when will be a better time. Also list the
name of the hostess from whom she will book.
She is her friend, and that is how you will associate her and she will
associate you.
Then when you call,
you can refer back to the previous hostess:
"Hi, Joyce. This is Patty. I met you at Susie’s show in March; I was the
Designer there. How are you doing?"
Refer to your notes in your notebook.
"So, did you have your baby? What did you have?" (Wait for response). "A
little girl! That's so wonderful, what did you name her?" Or, "Are you all
moved into your new home? Great! I can’t wait to see it!"
This shows a personal interest and gives you a personal connection with
her; and she will be much more receptive and likely to book
when you place your call like this.
Then go on to say, "Well, Joyce, the reason I'm calling is that
you had asked me
to give you a call
after the baby was born to date a show -- and I wanted you to know that
Susie can still get credit for your booking,
and we have some fabulous specials right now that I think you'll love. And I
can't wait to see that beautiful new baby girl."
Remind her of the commitment she made
to you (and to Susie) and
let her know the wonderful benefits still available to her.
You will be so much more successful if you place a call like that,
rather than saying: “Hi Joyce, this is Patty Smith, with Celebrating Home. I
was calling because you had expressed some interested in booking a show . .
. and I wanted to call to see if you’re still interested. Number one,
she probably doesn’t remember who you are so she doesn’t have any commitment
to you.
Number two,
when you give people the opportunity to say no, that’s indeed what they will
do.
When they were at the show, they saw the product, there was a lot of
excitement in the room, and they really wanted to have that show. Now
it’s two months down the road, and if you just call them out of the clear
blue sky, there’s going to be no association and they’re not going to be as
excited.
So it’s vital that you reconnect with them when you call.
Once you have created your Booking Lead Notebook, continue to update it as
you
meet leads from shows, get referrals from others, and meet people in your
daily activities.
As you think of people who could benefit from your product, write them in
your notebook.
Then
get on the phone and contact each and every one of the names in your book.
Spend part of your daily schedule contacting and following up on the names
from your notebook, and you will never be out of bookings!
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