Originally Posted by Fatou
I just started a wholesale business in. How can I get
retalers to supply
Direct mail still works. I'm sure there's a few people who may disagree with me on this one, but please hear me out before you feed me to the alligators.
Less than a year ago I was working with a wholesaler who had a similar request. Our conversation went something like this (this is a highly edited version)...
I think we would do quite well with a direct mail campaign.
Direct mail is dead. Everyone is using email now.
Exactly. Most business owners are getting dozens of emails every day. And they're probably deleting most of them without even reading them. Email marketing does work, but if we want to stand out from the crowd, we need to do something different than what everyone else is doing.
No one reads junk mail. My assistant usually throws it all in the trash before I ever see it.
Then we don't make it look like junk mail.
The conversation went on from there...
Eventually, he agreed to try it. My butt was on the line, so I pulled out all the stops.
It took me a couple weeks to compile a list of names from business owners that might be interested in trying a new supplier.
Then I crafted a nice sales letter, and taped a $2 bill to it (an old "Gary Halbert" trick). And included a brochure and a promotional catalog, along with a "lift note".
Then we had to get past the gatekeeper (the owners assistant) so we took a lesson from the direct mail "masters" playbook, and sent the packages FEDEX. (Yes, FEDEX costs a bit more, but postal mail often get tossed in the trash. A FEDEX package almost always makes it to the person it's addressed to)
Long story, short...
We sent out 40 pieces and got 16 responses (which is not bad at all, for a direct mail piece)
My client landed 8 new customers who agreed to give him a try. And he still has the other respondents that he can continue to follow up with. (they're not customers yet, but they did "raise their hands" and show interest in the offer).
So, even in the digital age direct mail does work. Of course, I'm in the USA and you're in China. Your results may vary due to cultural differences.