Coffee's for Closers

12Direct Marketing

‘If people are doubting how far you can go, go so far that you can’t hear them anymore’.

—Michele Ruiz

I absolutely disagree with the ‘cold calling is dead’ comments; however, I do agree with warming up the prospect before making a call. This will take much more time and effort, but my late dad always said to me, ‘What you put in is what you get out’.

Most people don't get mail from prospects, so you immediately stand out from your competition. And most prospects will not get lumpy mail, which will entice them to open it.

I recommend choosing a coloured envelope to match your brand colours, as it's just another way to make sure your envelope stands out.

Now, you need to decide what things will be appropriate for your prospects, but the key is to stand out, be memorable and make an impact. Here are a just few ideas to get your creative juices flowing.

One of my oldest clients is a waste‐management company. One of the sales teams was speaking to a prospect and they got onto the conversation about chocolate. The prospect shared his favourite kind was Cadbury's Dairy Milk. After the call was over, Alex managed to arrange having a message to be put on a bar of Cadbury's Dairy Milk, as seen in Figure 12.1.

Figure 12.1

To take this to another level, she placed in her blue envelope, which is her brand colour, a small dustbin, as they manage waste. And the message ...