Do’s and Don’ts of Kits
A few mistakes to avoid along with some great ideas to implement if your budget allows:
Do personalize or customize the kit in some way. When working with a longer sales process, it’s key to show prospects you are paying attention to the qualification information they have been supplying you, explains Lee Marc Stein, proprietor of Lee Marc Stein Ltd. Either recap the details you gathered via your lead-generation effort in your fulfillment kit letter or at least address the prospect by name.
Don’t assume people will pore over every word, photo and component in the kit, notes Pat Friesen, president of Pat Friesen & Co. “Too often marketers forget to say on the outer envelope, ‘Here is the information you requested.’ But even having said this, you can’t assume people are going to rip into the envelope with the same enthusiasm they had when they first responded. You have to sell the benefits every step of the way!”
Do get the kit out as soon as possible. The biggest mistake marketers make on the second step of a two-part campaign doesn’t have to do with what’s in the kit; rather, says Stein, it’s a matter of timing. Companies cannot wait too long to follow up on a lead’s request for more information; the sooner, the better—and definitely within a couple weeks.
Don’t forget to thank people for responding. It’s a simple step, explains Ivan Levison, proprietor of Ivan Levison & Associates, but it has real power for making a connection with your prospect when you acknowledge the effort he already has made to learn about your product or service.
Do be prepared to follow up a third, fourth or even fifth time. Too often, Friesen states, marketers think the kit is the end-all of the communication process; leads are expensive to acquire, and the decision-making time line for every prospect is different. So it’s smart to continue to reach out to leads with postcards, phone calls or other messaging tools, as long as the resulting sales pay for the cost.