I am serious. This is a letter program that I have actually used to build company that I started to over a million in sales on the first year.
This is no joke. I am not offering to sell it. I am just going to describe what I did and you can do want you want.
I created a list of 8 seperate letters. Each letter was 2-3 sentences long and stated one important point about my business. They also had a P.S. at the bottom. They were all hand signed and they went into a #10 envelope and hand addressed with the persons name and Company name. (we wanted them to know it was hand delivered.) No address. I included a brochure as well.
I picked a group of 15 companies, called and found out who was in charge of purchasing their printing. (I owned a printing company.) We only targeted companies that we felt would order over $10,000 in printing a year. On the very first week we land our first account. They bought $150,000 that year from us and stayed with us for the next 5 years and bought over $250,000 a year towards the end. It is very important to target business with a large lifetime value of work. Or at least a large enough order to justify the cost involved.
Once I had the list of prospects with their correct spelling I went ahead and mail merged the letters. My delivery person who was already delivering jobs we printed would deliver them on his route.
Each letter had a different "gift". Week 1 was a coffee mug with our name and info on it and filled with hard candy that we bought in bulk from Costco. Week 2 was a letter opener with our name on it, Week 3..... 4, 5, 6, 7 & 8 (each week had a different gift.)
By the end of the "Program" (week 8) we had 8 of them as customers! We thought this was too good to be true. We tried it again and got 6 new big customers! We started to have 3 programs running at a time! On Monday, Wednesday and Friday. We always delivered the same day for each program.
I always kept track of our numbers. We averaged a 55% success rate!!
The eight week they got one of three letters. 1. Thank you for deciding to use us. 2. Thank you for the opportunity to quote you. 3. If you ever wish to switch printing companies please call us!
Easiest cold call EVER:
We then would follow up with the prospects that did not yet give us a job. Every one would take our calls and most would be willing to set up a meeting.
This could be a very effective tool for selling SEO to mid to large customers.
Some of the reasons that it was successful we:
- It was unique
- The letters were short and to the point.
- We were consistent for 8 weeks.
- We gave then unusual gifts. (It has been shown when you give some a gift subconsciously they feel the owe you.)
- We weren't bothering them but surprising them each week with something new.
- Over any 8 week period (2 months) these companies needed to by printing.
- We were a quality company and had very good systems in place to ensure we almost never lost a customer. You can not grow any business if you loose customers as fast as you get them!
I would love to hear everyone's opinion.