Letter or phone first

[JDX_John]

When I find a company I think my product is genuinely beautifully suited for, I get very excited and want to rush in and contact them by phone or email, since they are in the US and sending a letter will take a while. But B2B (clients in the medical sector) I'm informed a letter and maybe a CD with video of our software is the best bet.

What would you do - send the letter and try to reach the person in the meanwhile, or be patient and wait until they have a chance to read the letter first?

 

[SBOnline]

Morning,

For potential clients within the UK i would write to them and then call.

However, as you are talking about contacting the states, you might want to consider getting an email address for the correct contact and sending them an email before calling. At least this way you will have a basic introduction before cold calling.

Hope this helps.

 

[JDX_John]

Typically, you struggle to get an email address without talking to them (in my target market) - you can guess the email address with a bit of work but then you lose the impact of a physical letter amongst a sea of emails!

 

[jamie2007]

Personally I wouldnt waste your time and the expense of sending letters, thats my personal opinion as I have always found that most dont remember receiving them or something similar...

I would call up and identify yourself and then say

"I was hoping my company name rings a bell with you?" then wait for their response.

It always seems to go down well and I have used that with Fortune 500's and FTSE companies.

 

[telemax]

Sending a letter or email first is waste of time, mainly because most will go in the bin/junk mail if unsolicited.

I always call first and at least try to speak to the contact, if that's not possible then leave a message with reception. Then the key is to send an email with the subject line "Conversation with XYZ", if a name of someone in the organisation is mentioned you will get around a 30% response rate to each email you send.

 

[JDX_John]

Jamie, Do you email first or cold-call?

As I see it the disadvantage of a letter is it introduces an extra hurdle to getting them on my site, especially if I want them to view a certain page. On the plus side I can include physical media like a CD with a video.

 

[JDX_John]

Do you reckon receiving a letter sent air-mail from another country would gain additional interest to actually open the envelope?

 

[jamie2007]

Do you reckon receiving a letter sent air-mail from another country would gain additional interest to actually open the envelope?

Yes it would for sure, Also what I have found worked in the past is smart black envelopes, you know greeting card style and handwritten in silver or gold pen.

However there is no need to send mail.

Why do you want to send mail John? Is it for them to call you?

Cheers

 

[JDX_John]

a)Stand out from all the email spam
b)Include a physical CD with video, etc
c)It's a more conservative sector where people actually use letters

 

[jamie2007]

a)Stand out from all the email spam
b)Include a physical CD with video, etc
c)It's a more conservative sector where people actually use letters

I do understand where you are coming from John, If you nurture and be consultative on the phone you will be absolutely fine.

 

[marketingquotes]

Hi There,

Do a call first - just to introduce. That way you find out who the best person to talk to is (letters that are unsolicited get binned).

Follow up with an e-mail 6 hours after the call.

Phone back within 2 days

Regards,

Marketing Quotes Support

 

[jamie2007]

Good advice by Marketingquotes

 

[JDX_John]

If unsolicited emails often get ignored, is there any disadvantage to sending one first anyway? If they get ignored, you call up and start from square 1. If they have read it then you might be able to have somewhere to start the conversation. And you never know, they might respond - I get a few replies back, certainly 10% at least.

So - is there a disadvantage sending an introductory email before calling, other than the time taken?

 

[marketingquotes]

If unsolicited emails often get ignored, is there any disadvantage to sending one first anyway? If they get ignored, you call up and start from square 1. If they have read it then you might be able to have somewhere to start the conversation. And you never know, they might respond - I get a few replies back, certainly 10% at least.

So - is there a disadvantage sending an introductory email before calling, other than the time taken?

No point wasting your time - if it is not send direct to a named contact, then it is spam

 

[JDX_John]

I specifically said everything is sent to named individuals. The question is only the order I send them direct contact (email/phone/letter).

 

[marketingquotes]

I specifically said everything is sent to named individuals. The question is only the order I send them direct contact (email/phone/letter).

1/ call up and check the point of contact is still there/responsible & intro (2 mins)
2/ Send a quick e-mail to follow up
3/ Call up to arrange phone dem/meeting
4/ pick up order
5/ open champagne

Simples

 

[JDX_John]

Ah, so your intro call is as simple as "Hi this is John from XXX, we do YYY and I'd like to send you some information by post/email; could I have your contact info"

A bit less crude but that's the basic content you'd go for?

 

[Phil Richardson]

Hi John, from the reply's that have come in so far everybody has their own style and approach that works for them. You have to find the approach that works for you.

2 examples of new business that we have won recently.

1. The latest Chamber magazines came out with a story about XYZ Ltd and how they are growing and naming the Sales Director in the story. I picked up the phone, got through to the Sales Director and within 10 mins I had arranged a time to meet him the following day. I was very honest about the fact that I was calling following the article and it was great to see a local company doing well.

2. There was an IT company that I wanted to get in front of, I wrote a hand written letter/envelope going through similar customers that we had provided lead generation services for and how I thought we could improve sales for them. I followed this up with a call at 11am the same morning he would get the letter, fingers crossed for Royal Mail and his internal post. He remembered the letter and we agreed to a meeting a few days later.

Whatever your approach it needs to be personal and aimed at the person you are communicating with. Instead of thinking about you and the sale think about your communication from the recipients point of view. If you send a generic letter/brochure/video why would he spend time looking at it.

You say you find companies where your services would fit perfectly, this is the message and enthusiasm you need to get across.

Good luck with your lead generation.

 

[JDX_John]

Thanks Phil. I definitely intend to write something aimed at the person/company rather than just mailing a brochure - and I genuinely do think what we do is of benefit to them (regardless of my benefit). Gauging how combine that excitement & enthusiasm with sounding serious and professional - that's not as easy!