Tangible Gifts and Mailers - An Effective Tool in the Sales Process
Whenever I am reaching out to a prospect about engaging with Craftom.io or the Musser agency, I research what solution(s) that particular prospect offers to their clients.
Because without knowing how my prospect helps solve THEIR prospects pain-points, I might as well be shooting in the dark with my pitch.
Once I’ve determined what my prospect does and how they help their clients, it allows me to send a hyper-personalized email or LinkedIn message that’s relevant and (hopefully) engaging enough to generate an introductory call or demo.
What if you could send that same type of hyper-targeted message in the form of a tangible mailing or gift?
This was the question that irked me in my sales process and ultimately why I created the Craftom corporate gifting and direct mailing platform.
I needed a solution where I could quickly transpose my message into a tangible piece and send it on-demand to my prospect’s desk at different stages of the sales cycle.
If we know a targeted, multichannel approach works when marketing and selling across phone, email and LinkedIn, why should direct mail be any different?
So we invested in design technology that allowed us to hyper-customize different materials (cardboard, acrylic, wood, paper etc.) with logos, text and photographs and started sending packages out to prospects and clients. We got positive feedback immediately and our meeting rate skyrocketed.
Here are some top reasons why this approach of sending hyper-customized gifts and direct mail is so effective:
It gives you a legitimate reason to follow-up with the prospect and you can create an entire sales cadence based off the delivery of a “door-opener” package.
When someone sees their logo, name and a targeted message about their solution, they know you invested specifically in them and didn’t send out a generic mass-blast.
Over the years, I’ve noticed many executives (especially marketers) keep a “trophy shelf” of cool direct mail pieces they’ve received for inspiration and showing off. I want my brand to make it to the trophy shelf - not the waste bin.
-CM
Caleb Musser is the Founder of Craftom.io and the Musser agency