It has long been known that until something is sold, nothing else happens. The selling profession is therefore one of the most challenging and most profitable career paths one can choose. And for those with an innate ability to sell, it can be gratifying and profitable from day one. Others, who may want the income and freedom that comes from sales but who are not as naturally gifted, will benefit from a few specific tips on their way to improving sales.
First, acknowledge what type of sales you’re best at. Door to door business to consumer, telemarketing, corporate business to business, and online are all different ways of selling. And while most salespeople must focus intensely on prospecting and business development, many in the corporate business to business sales world are responsible for closing million dollar deals in partnership with others at their company who generate the lead. Once you’ve narrowed down the type of sales you’re best at, which may take years as you progress through your sales career, there are some additional resources that could help you. More »
Linear step-by-step sales scripts have done a lot to give selling a bad name. Not because they dont “work”, actually some people who use cold calling scripts actually do make some sales. The problem is even if youre a good-hearted businessperson, scripts make it almost impossible for you to avoid sounding like a “salesperson.” This is a serious problem because most people respond to a sales agenda with something like, “Uh oh, Im about to be sold something. How fast can I get this person off the phone?” If we turn away from the artificial beginning of a sales script, and approach cold calling in a different way, then were likely to get different responses.
The first step to cold calling in this new, natural way is to let go of your script as a crutch.
The idea may sound scary at first because youve been programmed to think you have to have a script to make a successful cold call. Let me share a recent experience.
Last week I was sitting at my desk and the phone rang. I picked it up and said, “Hello, this is Ari.” The caller said. “Hi, Ari, my name is Steve, how are you today?” I knew right away that he was using a structured sales script, and that triggered the negative “salesperson” stereotype in my mind. Nevertheless, I didnt want to hurt his feelings so I let him continue with his pitch for a few minutes.
Then I gently said, “Hi, Steve.” He was so startled that he completely stopped speaking. More »
Direct mail-the process of sending out catalogues, brochures and similar items directly to consumers-is one of the most popular marketing and advertising methods in existence. Many studies have shown that when your direct mail campaign requires a response from a customer, such as ordering from a catalogue or attending a sale, including a free promotional item increases the response rate enormously.
Using promotional products this way allows you to tap into a very powerful method of increasing response rates; however it’s not as simple as popping a pen into each envelope and mailing them off without a second thought. There are a couple of important points to consider when choosing promotional items for direct mail marketing.
Targeting Promotional Items to your Audience
Before you even think about purchasing any promotional products, you must know who you are targeting with your direct mail campaign. If you’ve gone to the trouble of preparing a marketing campaign of this sort, you should already know something about your target audience-you must then apply your knowledge to the type of promotional items you choose to mail. If you don’t attend to this important detail, large numbers of potential customers may end up with free items they have no use for and no interest in, and that means they’re less likely to read your promotional material, and you’re less likely to get the response you were hoping for.
Size and Weight
While you’re choosing promotional gifts that will appeal to your target audience, you must also bear in mind that the items you choose are destined to be mailed to these people. You should, therefore, be limiting your selection to items that can be mailed easily and inexpensively. Both size and weight are important factors here-weight is no longer the only determinant in calculating the price of mailing an item; size now comes into play also.
The items you choose should be able to fit easily through the slot of a standard-sized mail box-and don’t forget that the thickness of the item and the promotional material you’re sending will be increased slightly when packaged in an envelope. It’s a good idea to choose small, flat items that will fit easily into a standard or A5 sized envelope, so that you can keep your mailing costs to a minimum, and to ensure that your items will be received without any problems. Good items to choose include calendars (a perennial favorite for businesses both small and large), fridge magnets, note pads, coasters, and mini mouse mats. All of these items are small enough to fit into an A5 envelope or smaller, and flat enough that they’ll be delivered to a recipient easily.
Here are a couple of final tips to bear in mind when choosing your items:
Avoid any promotional gifts with sharp edges or points that might tear the packaging they’re contained in, and definitely avoid choosing items that might break.
If you’re sending out items that might be rendered useless when folded, consider including a piece of stiff cardboard in the package to protect the item contained inside.
Imogen Brown is the marketing manager for Clickpromogifts one of the UK’s premier suppliers of promotional items and custom printed promotional gifts.
“I Know Direct Mail Hits Home Runs But Im Striking Out…Help!”
