« Business Rules for Inquiry Management | Main | Marketing Qualification Stages »

07/13/2011

Common Mistakes in Fulfillment Packages

The following is an excerpt from: James Obermayer, Managing Sales Leads: Turning Cold Prospects Into Hot Customers, (Mason, Ohio, Textere an imprint of Thomson/South-Western, 2007) and Racom Books, Page 155 

The most common mistakes in literature packages are:

  1. The literature arrives too late. I was at a home improvement show last year and asked for literature from about 50 companies. The average response time was about three weeks. Only a few took the time to send out what I asked for within a day or so. Some companies took six months or longer to send me what I requested. Send literature within three days of the show's end. No exceptions.
  2. The company does not put a statement on the envelope that says "This is the literature you requested" or some such statement.
  3. The company sends non-requested literature.
  4. They send photocopied literature.
  5. There is no sales letter inside the package.
  • The letter is there, but it is poorly written and doesn't sell. It is often photocopied.
  • Large-format brochures that should not be folded are stuffed into a number 10 or a 6"x 9" envelope.
  • There isn't any information about where to buy the product - no list of dealers or representatives or an enclosed business card.
  • There isn't a business reply card in the package. It isn't unusual that a package of literature is stored for future viewing. If there is a business reply card in the package, it will be used about 2% to 5% of the time at a later date.
  • Comments

    Feed You can follow this conversation by subscribing to the comment feed for this post.

    Verify your Comment

    Previewing your Comment

    This is only a preview. Your comment has not yet been posted.

    Working...
    Your comment could not be posted. Error type:
    Your comment has been posted. Post another comment

    The letters and numbers you entered did not match the image. Please try again.

    As a final step before posting your comment, enter the letters and numbers you see in the image below. This prevents automated programs from posting comments.

    Having trouble reading this image? View an alternate.

    Working...

    Post a comment

    Sales Leakage Consulting Inc. * 1770 Front Street, #265 * Lynden, WA 98264
    (360) 933-1652 *
    info@salesleakage.com
    © Sales Leakage Consulting Inc.
    Funnel Media Group, LLC 1770 Front Street, #265, Lynden, WA 98264 306 933 1259