Direct mail will bankrupt you, if you don’t know how to sell and negotiate. It’s important to get in front of, or on the phone with, as many prospects as you can, in order to practice making offers, negotiating, overcoming objections, and otherwise disqualifying suspects that will waste your time.
I remember a guy telling me a while back that he doesn’t have enough prospects calling him, to worry about his time being wasted. I told him, that if he continues working over unmotivated sellers, and fails to disqualify them as prospects, he’ll either burn himself out, or frustrate himself, or simply fail to negotiate deals that are worth closing on.
I mean, if a seller tells me he’s not motivated to sell, or is firm on his price, I believe him, and get out of Dodge.
I know others who claim that these kinds of “no” responses are just a disguised, or delayed, “yes.” Uh, no means no.
That doesn’t mean you can’t plant doubt and misery into the mind of the seller, by reminding him that he can get his price if he waits enough years. Or, if he invests fifty thousand dollars dollars in his hell hole first, then he might get what he’s asking.
Meantime, don’t be afraid to treat the early direct mail respondents as guinea pigs, and use your conversations and feedback to develop a script that meets and overcomes the guinea pig’s objections. This way, you can maintain better control of your negotiations, and recognize patterns in sellers, that give you a clue which direction to go in your negotiations, and when to close.
Otherwise, shooting from the hip, puts you on your heels every time a seller says something you don’t expect, or objects to something you don’t know how to respond to.