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Effective Mailing Strategies

Effective Mailing Strategies. Presented By. Kory Mikesell. Overview……. The correct use of mail can dramatically increase your qualified prospects and can substantially increase the chances of winning in every sales situation .

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Effective Mailing Strategies

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  1. Effective Mailing Strategies Presented By Kory Mikesell

  2. Overview……. The correct use of mail can dramatically increase your qualified prospects and can substantially increase the chances of winning in every sales situation . All you need do, is learn to use the mail effectively. Know what to sent and when, and the “Do’s and Don’ts” of mailing and most importantly, strategic uses of mass mailing campaigns.

  3. Pre-Call Mailings

  4. Immediately establishes credibility Establishes Professionalism It can set you apart Makes the first call “warm” Allows you to communicate a benefit Creates an image Introduces you and your company That one extra step that could make the BIG DIFFERANCE Reasons for “Pre-Call” mailings

  5. What’s on the outside matters • Use a blank envelope (non letterhead) • Hand write the name and address • Write a message (i.e. Important information for….Inside, Personal, Confidential.) Anything to peak their interest. • Return address should be your name and address only. R. Pickles 765 Toast Ave.. Pleasantville, AZ 80051 John Doe MegaCom 123 Main Street Anywhere, Ca 90001 personal

  6. What’s on the inside? There are a variety of material that you can send, some good some not so good. Here are some possibilities……….

  7. Introduction letters Information on a unique program Information on a unique product Letters that target their company or industry What to send?

  8. What not to send! • Flyers on plain copy paper • Price sheets • Generic product brochures • Everything but the kitchen sink • Any item that requires an explanation

  9. Follow up Mailers • After the initial phone contact. A brief thank you for speaking with you. • After the initial meeting. Thanking them for the appointment, restating the information you gathered and confirming the next step in the sales cycle. • At the end of each step in the sales cycle.

  10. Mailing Campaigns There are several ways to conduct mailing campaigns. Each with a different purpose and outcome. Three proven techniques are: • Target mailings • Prospect mailings • Mass mailings

  11. Select your biggest prospects. No more than 25. Identify at least five points of entry (CEO, controller, VP of Sales IT manager, Purchasing Manger etc..) Send each point of entry a statement on colored 3 3/4 x 8 1/2 paper once a week Target Mailing If you asked a farmer in the 1840’s what he wished for, he would have asked for a stronger horse or a better plow. He would NOT have asked for a tractor!

  12. Continue this regime for the next 4 weeks Change the message each week. Do not include any information that will let them know who you are. Make each message powerful and persuasive. Target Mailing “Most wars are lost by the army that uses the weapons and tactics of the last war. “ General Norman Schwarzkopf

  13. After the fourth week follow up with a phone call. They will be dying to know who has been sending them. You now will have their interest to close for an appointment. Target Mailing "There are not more than five primary colors (blue, yellow, red, white, and black), yet in combination they produce more hues than can ever been seen." Sun Tzu

  14. Prospect mailings The prospect mailing technique is designed to increase your prospecting percentages. It is an ongoing program that should become a habit. If used correctly and consistently it can increase your incoming calls as well as minimize your lost opportunities.

  15. Create a mailing list of approximately 200 contacts. This list is best managed using a contact manager. (Act, Goldmine, Outlook) Ensure correct spelling of contact and company name Send only to a specific person NOT a Title (Attention Office Manager) Pick a block of time each week. (I suggest Friday afternoons, it beats phone rejection and it ensures a “full” week!) Create mailing labels They SHOULD be in company envelopes Send out 50 mailers per week. This will ensure each contact will receive a mailing once a month. Prospect Mailing

  16. Follow up each mailing with a phone call 3-4 days later. (mail sent on Friday should be called on Tuesday or Wednesday.) Be patient - your efforts WILL pay off but it may take some time. Mail, call. Mail, call. Mail, call. Mail, call. Mail, call. Mail, call. Prospect Mailing

  17. Mass Mailing A mass mailing campaign is designed to have the broadest range. Because it has the widest scope it also has the least results. But there ARE results!………..

  18. Take the rest of your prospect list and send out your latest promotions. Mass mailings historically have a response rate of 1% to 3%. So if you want 1 to 3 new leads a month send out at least 100 mass mailings per month. (More is better) Don’t have have 100 new contacts to send to? Go get an “unknown” list. Since this is a list of “unknowns”, you have nothing to lose. After some initial contact, you could move them to any other prospecting tool you have. Mass Mailing

  19. What’s on the outside matters Pre- Call Mailers Follow up Mailers Three proven mailing campaigns - techniques Target mailing Prospect Mailing Mass Mailing What to send What NOT to send Make it a habit Mailing without a follow up call is a wish with a 1% to 3% return. Mail, call. Mail, call.Mail, call.Mail, call.Mail, call.Mail, call.Mail, call. Mail, call.Mail, call.Mail, call.Mail, call. Summary

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