Most salespeople prospect with just a business card and a brochure –- and that’s just not enough in today’s fast-paced business market. Many lack effective tools for getting “in the door” to pursue new accounts. We can help overcome that challenge by taking the “cold” out of cold-calling and changing the attitude of even the busiest buyers on your prospect list.
Looking at it from a buyer’s perspective
Buyers are solicited by an average 50 salespeople per year. Each week, these buyers are exposed to:
Looking at it from a buyer’s perspective
Buyers are solicited by an average 50 salespeople per year. Each week, these buyers are exposed to:
- Approximately 300 e-mail messages
- 1,000 ads (sometimes many more)
- Approximately three pounds of regular mail
Helping your salespeople or distributor sales reps stand out and get appointments
Start with a direct mail campaign to your target accounts. This is a great way to open doors to key prospects by communicating what sets your products and/or services apart from the competition. Though, keep in mind, with the amount of mail your prospects receive on a weekly basis (see above), your mailings must be effective and eye-catching enough to break through the clutter, get noticed, and be read.
Adding a promotional product to your mailing is a proven way to get that extra attention boost you need. In fact, case studies have shown that adding “dimension” or bulk to a mailing can achieve readership of 90 percent or more!
But remember: it doesn’t work to simply throw a pen, magnet, or other item into a mailing envelope. You need to take a creative, strategic approach. For best results, rely on a professional resource to give you the consistency, image, and “wow” factor to succeed –- and one that maximizes your investment by offering support tools for list generation, sales follow-up, and results measurement.
Your investment in action
As an example, imagine a marketer who decides to take half of an $180,000 trade advertising budget and invest it in a target account direct mail program that employs three-dimensional promotional products.
Long-term impact
Adding a promotional product to your prospecting mailing generates ongoing exposure for your message. Why? Because when the paper portion of the direct mail is filed and forgotten, that three-dimensional item stays on the desktop and top-of-mind. Studies conclude that:
Start with a direct mail campaign to your target accounts. This is a great way to open doors to key prospects by communicating what sets your products and/or services apart from the competition. Though, keep in mind, with the amount of mail your prospects receive on a weekly basis (see above), your mailings must be effective and eye-catching enough to break through the clutter, get noticed, and be read.
Adding a promotional product to your mailing is a proven way to get that extra attention boost you need. In fact, case studies have shown that adding “dimension” or bulk to a mailing can achieve readership of 90 percent or more!
But remember: it doesn’t work to simply throw a pen, magnet, or other item into a mailing envelope. You need to take a creative, strategic approach. For best results, rely on a professional resource to give you the consistency, image, and “wow” factor to succeed –- and one that maximizes your investment by offering support tools for list generation, sales follow-up, and results measurement.
Your investment in action
As an example, imagine a marketer who decides to take half of an $180,000 trade advertising budget and invest it in a target account direct mail program that employs three-dimensional promotional products.
- Direct mail budget: $90,000
- Target: 1,000 businesses
- Breakout: $30 per name for series of three mailings
- Appointment rate: 30 percent (300 appointments)
- Proposal rate: 30 percent (90 proposals)
- Win rate: 30 percent (27 new account sales at an average sales of $20,000 each)
- New Sales: $540,000
- ROI: 6:1 (first year)
- ROI: 12:1 (second year)
Long-term impact
Adding a promotional product to your prospecting mailing generates ongoing exposure for your message. Why? Because when the paper portion of the direct mail is filed and forgotten, that three-dimensional item stays on the desktop and top-of-mind. Studies conclude that:
- 84 percent of recipients can name the advertiser on a promotional item they’ve been given
- 62 percent of recipients have done business with the advertiser after receiving the item
- Recipients keep promotional products an average of seven months
- The average cost-per-impression (CPI) of a promotional product is just $0.004
- The CPI for promotional products beats all forms of media (except billboards)
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