Hey Bud, This One's for You --DeWese
Bud thanked me for this idea, but told me gently that they had already done that, and it was working well. He included a sample of his Recession Special “First Job” coupon. It is a great design, cleverly executed and part of a mailing/phone follow-up program being executed by the salesperson. And, now, I’m getting really frustrated.
This guy is already doing more marketing than printing companies 10 times his size. So, I thought, “Here’s one that will blow him away.” I told him to try customer seminars in the plant. Give them a little technical know-how for an hour and then serve some refreshments to get acquainted and network.
Bud responded by thanking me and agreeing that my seminar idea was good because they had started them last year, and so far have conducted six gatherings that have generated seven new accounts and several other potential ones. Bud, his salesperson and the plant manager conduct the seminars, and they have been a big hit, generating 12 to 20 registrants for each date.
By now, I’ve found out that Bud’s company revenues are only up 4 percent this year, despite the loss of all of the big company work. He told me that his 2008 profits are about the same as 2007, despite the new account discount program.
Try and Try Again
Now, I have been completely one-upped. He has already successfully implemented every idea I was trying to give him. But, I’ll try one more.
I told him that CEOs accompanying salespeople on team calls have proven to be very successful. It can be very effective on larger and more promising target prospects. The CEO’s personal interest sends a big message to the buyer.
I think I detected a little chuckle on Bud’s end. He thanked me profusely for nearly an hour, and then he apologized because he had to hang up the phone, so that he could accompany his salesperson on a customer visit.