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How to Introduce a New Product Using B2B Direct Mail Lead
Generation
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By Alan Sharpe
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How do you generate sales leads with B2B direct mail when yourproduct is not only new but also changes the category?
I am talking about the challenge being faced by Steve, asubscriber to Alan Sharpe's B2B Direct Mail Tactics newsletter.Here is Steve's challenge, in his words, followed by myrecommendations.
"I have two B2B prospects that I would like to start marketingto. I am a rep for Amsoil Synthetic Lubricants and I own thewww.Bestsynlubes.com website. My major obstacle is gettingprospects to start realizing that the standard 3,000 mile oilchange interval is about to become obsolete. With Amsoil you cansafely extend your drain intervals out to 25,000 miles or 1 year.
"My two prospects are Commercial Accounts (end users of theproduct) and Retail Accounts (they purchase Amsoil directly fromAmsoil and re-sell it to the public). How can I come across topotential prospects as an authority on Synthetic Lubricants? Howwould I go about getting prospects to start thinking outside the3,000-mile box? How would I go about getting prospects to seethat there is a viable business opportunity with Amsoil? Andmost important how would I get prospects to take an interest inthis subject that would propel them down the road to doextensive research on their own about Amsoil and moreimportantly, why they should choose Bestsynlubes.com as theirrepresentative. Thanks for your thoughts on this matter. I lookforward to your newsletters they have been a big help."
My recommendations:
Q. 1. How can I come across to potential prospects as anauthority on Synthetic Lubricants?
A. The surest way to become an authority in any area is tospecialize in that area alone. When you write books, give talks,teach seminars, write articles and consult on a narrow topic,prospects and clients alike perceive you as an expert. If youare not yet a Synthetic Lubricants Guru, I recommend that youborrow authority status from Amsoil, your employer, by usingtheir industry research and savvy to your advantage. Give yourprospects and clients research and value-added information thatyour competitors do not supply. The quickest path to guru statusis to write a book. The next quickest way is to publish a weeklyemail newsletter or to get published regularly in the tradepress.
Q. 2. How would I go about getting prospects to startthinking outside the 3,000-mile box?
A. I do not know enough about your marketplace to give immutablecounsel, but I'd do the following. Reach early adopters withyour message and get them to try and then champion your productto others. Offer the lubricant free for them to test. Create apublicity stunt that demonstrates the superiority of yourproduct. Invite the trade media to cover your publicity stunt.
Q. 3. How would I go about getting prospects to see thatthere is a viable business opportunity with Amsoil?
A. Present your product to end-users as a money-savingopportunity and to retailers as a money-making opportunity.Concentrate all of your features, benefits, testimonials andother proof on these two sales propositions.
Q. 4. And most important, how would I get prospects to takean interest in this subject that would propel them down the roadto do extensive research on their own about Amsoil and moreimportantly, why they should choose Bestsynlubes.com as theirrepresentative?
A. I would not do anything that encourages prospects to thinkthey have to do "extensive research on their own." Instead, Iwould offer all of the facts and research they need to make aninformed decision. make their decision as effortless as possible.
As for the role of B2B direct mail in all of this, you could useit to: * generate leads for your sales force * generate trafficat your trade show booth * drive buyers to your website for freewhite papers and research reports * introduce the product toyour existing customers * invite clients to your launch event,where you drive around in a Model T Ford that is running on yournew lubricant * persuade prospects to invite you onsite todemonstrate your value proposition * survey those who test thenew lubricant
??2005 Sharpe Copy Inc. You may reprint this article online andin print provided the links remain live and the content remainsunaltered (including the "About the author" message).
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