Dr. Kevin Nunley's Biz Tip:
Marketing to Executives
Experts on selling always tell you to give your pitch to the person who signs the checks. In many cases, only the owner or senior manager can authorize a purchase from you.
How can you get past layers of gatekeepers to make your sale to the top person? A sales letter in the right kind of envelope can often cut right through.
Your envelope should look like a personal letter from someone important. Use a standard #10 envelope made with a higher grade paper. Type or computer print the recipient's name on the envelope. Do not use a label or window envelope. Leave off your return address and logo.
Letters to middle managers and technical personnel can be a bit more like commercial direct mail. Include your return address. Also use teaser copy--a single strong, bold benefit that tells what the reader will find inside.
Match your envelope to the situation. Banks don't need anything on the envelope other than their logo. People open a letter from the bank.
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About the Author: Dr. Kevin Nunley is one of the Net's leading authorities on business promotion. He provides short articles on a wide variety of marketing and sales subjects. See his 10,000 marketing ideas and popular promotion packages at http://DrNunley.com. Reach Kevin at kn@drnunley.com, Kevin Nunley, 54 Ponemah Road, Amherst NH 03031, or 603-249-9519.
Copyright © Kevin Nunley. All rights reserved.
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