More 'Red Hot' Ideas for Building Your Own Customer Nurture Program
“Even better,” Marka said. “Since many sell sheets will be sent in response to O-site inquiries, O-PDFs can be created on O-puters and sent via O-mail instead.”
“Then, out-of-pocket costs will be...” Numo smiled, “Zero!”
“So your ‘sell sheets’ are easily distributed, single-point electronic or printed mailers that can be sent in response to individual inquiries,” Zoot said, summarizing. “The young guns in our new O-telesales department can use these as well. They won’t have to waste hours putting together personalized responses for each of the 10 or 15 prospects they talk to each day.”
“Bingo!” Marka said.
“What else ya got?” Org asked, raising his eyebrows.
Today’s FIRE! Point
When you have more inquiries than your sales force can handle, product sell sheets will help plug the holes and ensure all viable prospects are followed up on. Product sell sheets don’t have to be personalized, but they should address the telegraphed needs of a person making an inquiry, rather than offer a general overview of your company like a brochure does.
FIRE! In Action
How did a Private Travel Club Grow Revenue in a Down Economy? Answer: Targeted Direct Marketing
Club ABC Tours created a self-mailer campaign that mined the company’s database to target different customer segments based on prior travels or tendency to visit new destinations. This highly-customized campaign yielded 400,000 in revenue within four weeks.