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Casual Articles - How to Introduce a New Product Using B2B Direct Mail Lead Generation
A mind-set is a way we organize our thinking, whether consciously or unconsciously. Most of the time, we act based on unconscious mind-sets that simply repeat what we've done most recently. In a new situation where our conscious mind is engaged, we may also repeat past behavior because when faced with a new choice, we often search through our alternatives in a predictable pattern that includes some perspectives while ignoring many others.Organizations develop their mind-sets through rules, processes, and rituals, as well as through the mind-sets of
Q. 2. How would I go about getting prospects to start thinking outside the 3,000-mile box?
A. I do not know enough about your marketplace to give immutable counsel, but I’d do the following. Reach early adopters with your message and get them to try and then champion your product to others. Offer the lubricant free for them to test. Create a publicity stunt that demonstrates the superiority of your product. Invite the trade media to cover your publicity stunt.
Q. 3. How would I go about getting prospec
There seems to be a never ending fascination to the notion that some people get paid to drive their cars. While it is true that a few lucky people are able to do this, the entire field of paid to drive opportunities has changed dramatically over the last few years.The get paid to drive concept was at the height of its popularity during the Internet bubble of the late 1990s. Roadside advertising was near capacity leaving the many companies that wanted to advertise their service or product to those driving in their cars without a place to do so. At t
I am talking about the challenge being faced by Steve, a subscriber to Alan Sharpe’s B2B Direct Mail Tactics newsletter. Here is Steve’s challenge, in his words, followed by my recommendations.
“I have two B2B prospects that I would like to start marketing to. I am a rep for Amsoil Synthetic Lubricants and I own the www.Bestsynlubes.com website. My major obstacle is getting prospects to start realizing that the standard 3,000 mile oil change interval is about to become obsolete. With Amsoil you can safely extend your drain intervals out to 25,000 miles or 1 year.“My two prospects are Commercial Accounts (end users of the product) and Retail Accounts (they purchase Amsoil directly from Amsoil and re-sell it to the public). How can I come across to potential prospects as an authority on Synthetic Lubricants? How would I go about getting prospects to start thinking outside the 3,000-mile box? How would I go about getting prospects to see that there is a viable business opportunity with Amsoil? And most important how would I get prospects to take an interest in this subject that would propel them down the road to do extensive research on their own about Amsoil and more importantly, why they should choose Bestsynlubes.com as their representative. Thanks for your thoughts on this matter. I look forward to your newsletters they have been a big help.”
My recommendations:
Q. 1. How can I come across to potential prospects as an authority on Synthetic Lubricants?
A. The surest way to become an authority in any area is to specialize in that area alone. When you write books, give talks, teach seminars, write articles and consult on a narrow topic, prospects and clients alike perceive you as an expert. If you are not yet a Synthetic Lubricants Guru, I recommend that you borrow authority status from Amsoil, your employer, by using their industry research and savvy to your advantage. Give your prospects and clients research and value-added information that your competitors do not supply. The quickest path to guru status is to write a book. The next quickest way is to publish a weekly email newsletter or to get published regularly in the trade press.
Q. 2. How would I go about getting prospects to start thinking outside the 3,000-mile box?
A. I do not know enough about your marketplace to give immutable counsel, but I’d do the following. Reach early adopters with your message and get them to try and then champion your product to others. Offer the lubricant free for them to test. Create a publicity stunt that demonstrates the superiority of your product. Invite the trade media to cover your publicity stunt.
Q. 3. How would I go about getting prospect
Depending on who you talk to, positioning is a marketing phrase that has many different meanings to many different marketers. I define positioning as how the customer maps your product in their minds versus comparable products that are available to them.Let me explain this further.In the car market (now bear in mind I’m in Australia so some of these brands may or may not be familiar to you but I’ll do my best to be universal), let’s map out in our minds how the positioning might look.Status symbol/luxury: Mercedes Benz/Lexus Serious D
“My two prospects are Commercial Accounts (end users of the product) and Retail Accounts (they purchase Amsoil directly from Amsoil and re-sell it to the public). How can I come across to potential prospects as an authority on Synthetic Lubricants? How would I go about getting prospects to start thinking outside the 3,000-mile box? How would I go about getting prospects to see that there is a viable business opportunity with Amsoil? And most important how would I get prospects to take an interest in this subject that would propel them down the road to do extensive research on their own about Amsoil and more importantly, why they should choose Bestsynlubes.com as their representative. Thanks for your thoughts on this matter. I look forward to your newsletters they have been a big help.”
My recommendations:
Q. 1. How can I come across to potential prospects as an authority on Synthetic Lubricants?
A. The surest way to become an authority in any area is to specialize in that area alone. When you write books, give talks, teach seminars, write articles and consult on a narrow topic, prospects and clients alike perceive you as an expert. If you are not yet a Synthetic Lubricants Guru, I recommend that you borrow authority status from Amsoil, your employer, by using their industry research and savvy to your advantage. Give your prospects and clients research and value-added information that your competitors do not supply. The quickest path to guru status is to write a book. The next quickest way is to publish a weekly email newsletter or to get published regularly in the trade press.
Q. 2. How would I go about getting prospects to start thinking outside the 3,000-mile box?
A. I do not know enough about your marketplace to give immutable counsel, but I’d do the following. Reach early adopters with your message and get them to try and then champion your product to others. Offer the lubricant free for them to test. Create a publicity stunt that demonstrates the superiority of your product. Invite the trade media to cover your publicity stunt.
Q. 3. How would I go about getting prospec
When you were little--when you were just learning to put on makeup or style your hair--did you ever run out the door without that last look in the mirror? And, once you were at school, you found out that your makeup was smudged or your hair was just chaos? Now, hopefully you discovered your dishevelment before your classmates did; but if you are like most of us, you probably didn’t…and embarrassment was the likely result.Imagine how much trouble just one quick glance in the looking glass can spare us!Details in marketing matter. Your market
My recommendations:
Q. 1. How can I come across to potential prospects as an authority on Synthetic Lubricants?
A. The surest way to become an authority in any area is to specialize in that area alone. When you write books, give talks, teach seminars, write articles and consult on a narrow topic, prospects and clients alike perceive you as an expert. If you are not yet a Synthetic Lubricants Guru, I recommend that you borrow authority status from Amsoil, your employer, by using their industry research and savvy to your advantage. Give your prospects and clients research and value-added information that your competitors do not supply. The quickest path to guru status is to write a book. The next quickest way is to publish a weekly email newsletter or to get published regularly in the trade press.
Q. 2. How would I go about getting prospects to start thinking outside the 3,000-mile box?
A. I do not know enough about your marketplace to give immutable counsel, but I’d do the following. Reach early adopters with your message and get them to try and then champion your product to others. Offer the lubricant free for them to test. Create a publicity stunt that demonstrates the superiority of your product. Invite the trade media to cover your publicity stunt.
Q. 3. How would I go about getting prospec
A business card not only serves as a mere piece of paper containing your contact information, it also serves as a way to make your company recognized by potential clients. Business cards are handy tools that you give out to clients to make them remember you as a professional and what type of company that you represent.Since your business card is that important, everything should be considered to make sure that you end up having a stack of business cards that you can be proud of and not hesitant to give out to potential clients. Always remember that
Q. 2. How would I go about getting prospects to start thinking outside the 3,000-mile box?
A. I do not know enough about your marketplace to give immutable counsel, but I’d do the following. Reach early adopters with your message and get them to try and then champion your product to others. Offer the lubricant free for them to test. Create a publicity stunt that demonstrates the superiority of your product. Invite the trade media to cover your publicity stunt.
Q. 3. How would I go about getting prospec
Anyone who runs their own business can tell you how challenging it is to generate business leads on a consistent basis. Finding good leads and generating more sales is vital to the long term growth of any business. There are many well documented sources of business leads – we will try to cover some of the best in this article.As any job seeker can tell you, networking generates far more job offers than simply reading the want ads each morning. The same is true of business leads. Networking with your peers is likely to generate far more business lea
Q. 2. How would I go about getting prospects to start thinking outside the 3,000-mile box?
A. I do not know enough about your marketplace to give immutable counsel, but I’d do the following. Reach early adopters with your message and get them to try and then champion your product to others. Offer the lubricant free for them to test. Create a publicity stunt that demonstrates the superiority of your product. Invite the trade media to cover your publicity stunt.
Q. 3. How would I go about getting prospects to see that there is a viable business opportunity with Amsoil?
A. Present your product to end-users as a money- saving opportunity and to retailers as a money- making opportunity. Concentrate all of your features, benefits, testimonials and other proof on these two sales propositions.
Q. 4. And most important, how would I get prospects to take an interest in this subject that would propel them down the road to do extensive research on their own about Amsoil and more importantly, why they should choose Bestsynlubes.com as their representative?
A. I would not do anything that encourages prospects to think they have to do “extensive research on their own.” Instead, I would offer all of the facts and research they need to make an informed decision. make their decision as effortless as possible.
As for the role of B2B direct mail in all of this, you could use it to:
- generate leads for your sales force
- generate traffic at your trade show booth
- drive buyers to your website for free white papers and research reports
- introduce the product to your existing customers
- invite clients to your launch event, where you drive around in a Model T Ford that is running on your new lubricant
- persuade prospects to invite you onsite to demonstrate your value proposition
- survey those who test the new lubricant
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