Exploiting Sales Inquiries
When people ask for sales literature from our company (by postal mail,E-mail, phone, fax, bingo card or trade show), they're probably asking severalof our competitors for their literature at the same time.
We use these techniques to give us the maximum edge:
- Get the response in the mail within two days after receiving the inquiry; one day is better. Many companies take a week or more. If the customer receives your information well ahead of the competition, he is more likely to read it thoroughly, and he may decide to buy from you before even hearing from the competition.
- Print: "Here is the information you requested," on the envelope. This tells the mail room and the decision maker's secretary not to throw this piece of mail away.
- Print: "First Class Mail" on the label or the envelope, again to make sure everyone who handles it understands this is not a mass, "junk" mailing. Or use a Priority Mail envelope for extra impact.
- Clip a personalized thank-you note to the front of your literature package, providing your name and direct number for follow-up calls. Reference the exact nature of the literature request:
Thank you for stopping by the Acme booth and chatting with us at the Magicom show in Atlanta. Here is the information you asked us to send you about the model AZ2300 projector.
- Send exactly what the customer asked for. Sending your complete set of literature wastes money (for printing and postage) and makes it more difficult for the customer to find what he or she is looking for in the package. Include extra pieces, such as article reprints, only if they relate to the product/service about which the customer has inquired. Use a post-paid card, with check-off boxes, as a way for the customer to order literature on the rest of your product line.
- Log the inquiry and what was sent into a customer relationship management system and place a follow-up call a week after it was mailed.
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