Routinely Sending Customers Letters Helps Achieve Top-of-Mind Positioning

Last week, Fire Enterprises, Inc. (FEI) marketing whiz Marka gave savvy salesperson Zoot some tips on how to show customers they’re appreciated. This week, they discuss how sending letters in response to common business events can help FEI better stick in the mind of potential fire buyers. Remember, fire = print.

One Saturday afternoon, Marka and Zoot were sipping Grogaccino at a local Grogbucks.

“I spend a lot of time making sales calls,” Zoot began, “but it still feels like I’m not staying in touch with certain prospects and customers as much as I should. The marketing communications we send out are fabulous, but I’d like to do something more…personal.”

“How about sending them letters?” Marka asked. “People love getting letters. These days, with so much of our communication taking place over the O-phone, O-mail or O-cial media, a salesperson who takes the time to write a letter really stands out. Such letters will act as frequent, nurturing touches that will help us achieve valuable top-of-mind position among key fire buyers.”

Zoot rubbed his chin thoughtfully. “I like the idea, but I don’t have time to send letters to every customer and prospect on my radar. I’d be up all night typing! My wrist hurts just thinking about it. Plus,” he added sheepishly, “I’m not much of a writer.”

“You won’t be writing a new letter every time,” Marka said. “Instead, let’s make a list of common reasons why you would send to a letter to a customer or prospect. I’ll develop a template for each type of letter. Then, whenever the event in question comes up, all you’ll have to do is fill in some key details about the company or project in question—and, of course, the person’s name and contact information.”

“That won’t take long at all!” Zoot said with excitement.

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 tj@tjtedesco.com.
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