More ‘Red Hot’ Ideas for Building Your Own Customer Nurture Program

Last week, the Fire Enterprises, Inc. (FEI) tribe went over two more great ideas for building a Customer Nurture Program. This week? One more great CNP idea. Remember, fire = print.

Like water through the River Styx, great Customer Nurture Program (CNP) ideas continued to flow from the noggins of Marka, Zoot, Org and Numo.

Red-hot CNP IV: Sell Sheets

“Now that we’ve got an O-site and sOcial media presence, inquiries are arriving in our O-box every day,” Zoot mused.

“Can your sales people follow up on every opportunity?” Marka asked, folding her hands together earnestly.

“Realistically? No. If we worked them 110 hours a week, maybe, but I’m no slave-master. Remember, slavery was outlawed in Greece almost six months ago!” Zoot said.

“So should we let these leads vanish into thin air like smoke over Mount Olympus?” Marka asked rhetorically. “Probably not—some of these leads will be garbage, but many will be worthwhile.

“So we’ll funnel the good leads directly to your sales force. The bad leads, we’ll pitch,” Marka said, making an underhand throwing motion.

“What about the ones in-between?” Zoot asked.

“Sending out a complete brochure would cost too much on a per-piece basis and doesn’t speak to the telegraphed needs of the person making an inquiry,” Marka replied. “The answer is to create something less personalized than a letter and less expensive than a brochure, but that still lets the prospect know we’re taking his or her inquiry seriously.”

“Like what?” Zoot asked.

“Since we’re responding to a direct inquiry for one product, a one-page ‘sell sheet’ will do the trick. If we produce one sell sheet per product, we can easily mix, match and, most importantly, respond to the customer’s exact need.”

“What if someone can’t wait for Olympus mail to be delivered?” Zoot asked.

T.J. Tedesco is a sales growth, business strategy, marketing and PR consultant operating at the intersection of clear vision, compelling content and effective outreach practices. For nearly two decades, T.J. has been an independent consultant and sales growth team leader. Previously, he sold commercial printing, graphic arts machinery and supplies, and finishing and bindery services. T.J. helps North American companies with content development, Web and print design leadership, nurture marketing programs, sales coaching, sales team alignment and business strategy. Since 1996, T.J. has worked with more than 100 clients on retainer, 80 percent in the graphic arts industry. T.J. is author of "Win Top-of-Mind Positioning," "Playbook for Selling Success in the Graphic Arts Industry," "Fire! How Marketing Got Hot," "Direct Mail Pal" and four more books published by PIA. He can be reached at (301) 404-2244 or
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