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- Awaken
dormant accounts - There is an old sales saying, "Business
goes where it is invited and stays where it's appreciated."
The problem is if we do not actively show appreciation customers
often drift away. Some experts estimate over two-thirds of
lost business happens because the customer felt neglected or unappreciated--NOT
because they found a better deal. A calendar
sent with a we-miss-you note can go a long way toward re-establishing
once-profitable relationships.
- Insure
current business
- Calendars, ad specialties and business gifts alone don't insure
continued patronage. What they do is ingratiate and symbolize
the desire to provide good, caring service. Their tangible nature
serves to answer the question, "What have you done for me
lately?" Customers with no reason to stay often drift. Customers
need to be reminded that we consider them special and important.
Calendars, as well
as many other promotional items demonstrate that idea . . . day
after day, week after week, month after month.
- Provide
name recognition - Signs make sales through creating identity
and name recall. Calendars
in public places such as schools, municipal offices and other
high-traffic environments provide extremely high exposure for
very little cost. Such exposures will support and strengthen your
advertising efforts in other media, including the yellow pages,
where you are vying for attention and recognition against all
of your competitors.
- Open
doors for sales reps - Let's face it, sales reps tend to dislike
cold calls and calls on difficult customers. Appropriately chosen
calendars and other
promotional products can be tremendous "welcome-enhancers".
Besides getting the interview off on a positive note, the item
left behind will continue to serve as a reminder of the selling
points and established rapport.
- Reach
small customers - Some customers don't provide enough business
to get called on regularly as larger ones. They are still important.
Cumulatively they can add up to a good percentage of your annual
business. Often these customers even give us orders over the phone
and thus receive even less personal attention than they may want
or deserve. A mailed calendar
positioned near the telephone can keep your name and number exactly
where you want it to be when competitors try to woo them away.
- Build
year-round continuity - Coupon
calendars are calendars with special incentive coupons at
the bottom of every month. This tactic enhances the calendar's
other qualities by encouraging the customer to take advantage
of the coupons before the month ends. Plus, they can be tailored
to seasonal trends reflecting what your customer is most likely
to need at different time of the year. An added advantage is that
a year's worth of coupons gets delivered and displayed with one
placement.
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