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Casual Articles - In B2B Direct Mail Lead Generation, Sell Your Offer, Not Your Offering
One thing you need to know about getting certified and receiving your electrician license is that it’s going to take a lot of hard work on your part. There is quite simply a lot to learn before you could even begin to think about taking the state testing required to receive an electrician license. Whether you take an online course, attend schools, or study by yourself at home, there’s a lot to learn in order to pass the license test.Here’s an overview of one course that leads to successful licensing. It begins with learning strategies, what type of student you are, a
By phone, fax, email, web or mail, your prospects respond to your offer. Then you follow up with them, qualify them, sell them on the features and benefits of your offering, or nurture them until they are ready to buy.
Here’s an example of selling the offer and not the offering. Every couple of months, I receive a phone call from an affable chap from Pitney Bowes. He doesn’t try to sell me an expensive digital postage meter for my office. He doesn’t tell me the <
Myth #1. It is only applicable to big business and government.The common misconception is that Cost Benefit Analysis is only applicable to those companies or government departments that have a vast store of funds and have specialists to call on to pump out complex recommendations. Recommendations that relate to capital purchases and allocation of funds amongst competing projects or programs.The truth is, that this method is equally applicable to small and large businesses or any size in between. It is really useful when any business or government is faced with
This sounds like lethal advice to a sales person, and it is, to a salesperson responsible for closing sales and meeting quota. But your direct mail is not responsible for closing a sale but for opening a dialogue. Your goal with a B2B lead generation letter, postcard, dimensional mailer or email is not to persuade prospects to buy but to motivate them to respond.
This makes perfect sense in B2B direct marketing more than anywhere else, particularly when you are selling to large companies, where:
- Sales cycles are longer (months or years rather than days or weeks)
- The buying process is more involved (gathering information on solutions, establishing specifications, requesting proposals, interviewing promising suppliers, checking trade references, testing the product, haggling over terms and price)
- The buyer isn’t a person, but a committee
- The costs of making a poor buying decision are usually great
But most B2B sales aren’t that simple. And that’s why your B2B direct mail shouldn’t sell your offering, which is your product or service. It should sell your offer, which is the incentive or reason you give prospects to respond now.
CALL NOW BECAUSE . . .
In practical terms, what this means is that your direct mail package should offer prospects something that is so compelling, valuable and exclusive that they take action and respond. They “raise their hand,” as we say in the trade, and show their interest. And they usually do that when you show, through your offer, that you can solve their problem.
“When you are responsible for generating sales leads, focus on promoting your offer as the solution to your
target audience’s pains before you start selling them on your company or product,” says Russell Kern in
S.U.R.E.-Fire Direct Response Marketing, a book I highly recommend and sell from my website.
By phone, fax, email, web or mail, your prospects respond to your offer. Then you follow up with them, qualify them, sell them on the features and benefits of your offering, or nurture them until they are ready to buy.
Here’s an example of selling the offer and not the offering. Every couple of months, I receive a phone call from an affable chap from Pitney Bowes. He doesn’t try to sell me an expensive digital postage meter for my office. He doesn’t tell me the
On the surface Gary looked like a really valuable employee. He was employed by a well-established regional business. He was a published author in a state-wide industry, monthly publication. He had contacts in both large and small population markets. Gary was paid well, but he wanted more.Based on his insightful comments and writing skill along with his business contacts, Gary was hired away for an increase in pay to a competing business. He immediately began trying to persuade his old contacts to move their orders with him. He met with little success.Gary’s ol
- Sales cycles are longer (months or years rather than days or weeks)
- The buying process is more involved (gathering information on solutions, establishing specifications, requesting proposals, interviewing promising suppliers, checking trade references, testing the product, haggling over terms and price)
- The buyer isn’t a person, but a committee
- The costs of making a poor buying decision are usually great
But most B2B sales aren’t that simple. And that’s why your B2B direct mail shouldn’t sell your offering, which is your product or service. It should sell your offer, which is the incentive or reason you give prospects to respond now.
CALL NOW BECAUSE . . .
In practical terms, what this means is that your direct mail package should offer prospects something that is so compelling, valuable and exclusive that they take action and respond. They “raise their hand,” as we say in the trade, and show their interest. And they usually do that when you show, through your offer, that you can solve their problem.
“When you are responsible for generating sales leads, focus on promoting your offer as the solution to your
target audience’s pains before you start selling them on your company or product,” says Russell Kern in
S.U.R.E.-Fire Direct Response Marketing, a book I highly recommend and sell from my website.
By phone, fax, email, web or mail, your prospects respond to your offer. Then you follow up with them, qualify them, sell them on the features and benefits of your offering, or nurture them until they are ready to buy.
Here’s an example of selling the offer and not the offering. Every couple of months, I receive a phone call from an affable chap from Pitney Bowes. He doesn’t try to sell me an expensive digital postage meter for my office. He doesn’t tell me the <
We know infrastructure from such basic things as gas, water and electricity. They have always been there and they are so basic that you do not know what to do when it is not there. A day without electricity during a hot summer can give a real problem. Internet is also part of infrastructural support. One important characteristic of infrastructure is that it serves a group of people in the same way. It comes with a standard. The water you tap from your home is of the same quality as the water you will find in a restaurant. But the level of an infrastructure could vary from
But most B2B sales aren’t that simple. And that’s why your B2B direct mail shouldn’t sell your offering, which is your product or service. It should sell your offer, which is the incentive or reason you give prospects to respond now.
CALL NOW BECAUSE . . .
In practical terms, what this means is that your direct mail package should offer prospects something that is so compelling, valuable and exclusive that they take action and respond. They “raise their hand,” as we say in the trade, and show their interest. And they usually do that when you show, through your offer, that you can solve their problem.
“When you are responsible for generating sales leads, focus on promoting your offer as the solution to your
target audience’s pains before you start selling them on your company or product,” says Russell Kern in
S.U.R.E.-Fire Direct Response Marketing, a book I highly recommend and sell from my website.
By phone, fax, email, web or mail, your prospects respond to your offer. Then you follow up with them, qualify them, sell them on the features and benefits of your offering, or nurture them until they are ready to buy.
Here’s an example of selling the offer and not the offering. Every couple of months, I receive a phone call from an affable chap from Pitney Bowes. He doesn’t try to sell me an expensive digital postage meter for my office. He doesn’t tell me the <
Vending machines are quite popular nowadays. After arriving in a subway train station, you do not have to locate the nearest convenience store in that area just to purchase your favorite beverage. Just look for a beverage vending machine in the entrance or exit points of that station and presto! You now have your beverage at hand.Vending machines basically dispense certain merchandise after customer deposits money. In other words, it works just like a conventional store. The only difference is it works even without a manned supervision. In addition, such machines als
CALL NOW BECAUSE . . .
In practical terms, what this means is that your direct mail package should offer prospects something that is so compelling, valuable and exclusive that they take action and respond. They “raise their hand,” as we say in the trade, and show their interest. And they usually do that when you show, through your offer, that you can solve their problem.
“When you are responsible for generating sales leads, focus on promoting your offer as the solution to your
target audience’s pains before you start selling them on your company or product,” says Russell Kern in
S.U.R.E.-Fire Direct Response Marketing, a book I highly recommend and sell from my website.
By phone, fax, email, web or mail, your prospects respond to your offer. Then you follow up with them, qualify them, sell them on the features and benefits of your offering, or nurture them until they are ready to buy.
Here’s an example of selling the offer and not the offering. Every couple of months, I receive a phone call from an affable chap from Pitney Bowes. He doesn’t try to sell me an expensive digital postage meter for my office. He doesn’t tell me the <
For those businesses which generally sell to teens direct mail marketing advertising actually works quite well. For instance if you sell skateboards, Mp3 players, music CDs, video games or teen clothing you will be surprised how much bang for your buck you can get by using direct mail marketing and it does not take much to get their attention.The offer could be as simple as giving away a free sticker, poster or come to a seminar on “how to” and they will come in record numbers. If you use a direct mail marketing coupon packages then you will be surprised how many kid
By phone, fax, email, web or mail, your prospects respond to your offer. Then you follow up with them, qualify them, sell them on the features and benefits of your offering, or nurture them until they are ready to buy.
Here’s an example of selling the offer and not the offering. Every couple of months, I receive a phone call from an affable chap from Pitney Bowes. He doesn’t try to sell me an expensive digital postage meter for my office. He doesn’t tell me the mailstationTM has a built-in scale. Or that it processes up to 20 pieces of mail per minute. Instead, he offers to let me test drive the postage meter risk-free for 60 days—and he throws in $30 in free postage to make me respond then and there.
That offer would work just as well with direct mail. It’s a great lead generator because Pitney Bowes doesn’t sell the digital postage meter. That’s the offering. They instead sell a free trial and free postage. That’s the offer.
When Pitney Bowes sells its high-volume mailing systems to larger accounts, it uses offers that match the needs of these prospects, which is not a simple trial or $30 in free postage. They offer:
- White papers: “Managing Content Through the Enterprise”
- Case studies: “Bank of America Saves Millions in Postage and Operational Costs”
- Featured articles: “The Future of Mail”
- Webinars and online presentations: “Bringing Customer Communication Into The Boardroom”
Whoever your target audience is, make your offer irresistible. And make sure your list is gold. After all, I should respond, take the Pitney Bowes trial, use the free postage and become a long-term customer. But, even though I’ve enjoyed hearing their frequent sales pitches for the last two years, I remain a lousy prospect. But that’s another topic altogether, isn’t it?
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