How do you generate sales leads with B2B direct mail when your product is not only new but also changes the category?
I am talking about the challenge being faced by Steve, a subscriber to Alan Sharpe’s B2B Direct Mail Tactics newsletter. Here is Steve’s challenge, in his words, followed by my recommendations.
“I have two B2B prospects that I would like to start marketing to. I am a rep for Amsoil Synthetic Lubricants and I own the [http://www.Bestsynlubes.com] website. My major obstacle is getting prospects to start realizing that the standard 3,000 mile oil change interval is about to become obsolete. With Amsoil you can safely extend your drain intervals out to 25,000 miles or 1 year.
“My two prospects are Commercial Accounts (end users of the product) and Retail Accounts (they purchase Amsoil directly from Amsoil and re-sell it to the public). How can I come across to potential prospects as an authority on Synthetic Lubricants? How would I go about getting prospects to start thinking outside the 3,000-mile box? How would I go about getting prospects to see that there is a viable business opportunity with Amsoil? And most important how would I get prospects to take an interest in this subject that would propel them down the road to do extensive research on their own about Amsoil and more importantly, why they should choose Bestsynlubes.com as their representative. Thanks for your thoughts on this matter. I look forward to your newsletters they have been a big help.”
My recommendations:
Q. 1. How can I come across to potential prospects as an authority on Synthetic Lubricants?
A. The surest way to become an authority in any area is to specialize in that area alone. When you write books, give talks, teach seminars, write articles and consult on a narrow topic, prospects and clients alike perceive you as an expert. If you are not yet a Synthetic Lubricants Guru, I recommend that you borrow authority status from Amsoil, your employer, by using their industry research and savvy to your advantage. Give your prospects and clients research and value-added information that your competitors do not supply. The quickest path to guru status is to write a book. The next quickest way is to publish a weekly email newsletter or to get published regularly in the trade press.
Q. 2. How would I go about getting prospects to start thinking outside the 3,000-mile box?
A. I do not know enough about your marketplace to give immutable counsel, but I’d do the following. Reach early adopters with your message and get them to try and then champion your product to others. Offer the lubricant free for them to test. Create a publicity stunt that demonstrates the superiority of your product. Invite the trade media to cover your publicity stunt.
Q. 3. How would I go about getting prospects to see that there is a viable business opportunity with Amsoil?
A. Present your product to end-users as a money- saving opportunity and to retailers as a money- making opportunity. Concentrate all of your features, benefits, testimonials and other proof on these two sales propositions.
Q. 4. And most important, how would I get prospects to take an interest in this subject that would propel them down the road to do extensive research on their own about Amsoil and more importantly, why they should choose Bestsynlubes.com as their representative?
A. I would not do anything that encourages prospects to think they have to do “extensive research on their own.” Instead, I would offer all of the facts and research they need to make an informed decision. make their decision as effortless as possible.
As for the role of B2B direct mail in all of this, you could use it to:
- generate leads for your sales force
- generate traffic at your trade show booth
- drive buyers to your website for free white papers and research reports
- introduce the product to your existing customers
- invite clients to your launch event, where you drive around in a Model T Ford that is running on your new lubricant
- persuade prospects to invite you onsite to demonstrate your value proposition
- survey those who test the new lubricant
Recent Comments