What to Put in the Fulfillment Kit
You’ve got some promising leads, prospects who have responded to your initial offer to learn more about your product or service. But that interest level could range from mild curiosity to a more immediate need for a solution to a problem. So what do you send these leads that will help the tentative become more assured, while not putting off those who might make a quick decision?
“Whether the customer is a consumer or B-to-B buyer, the most important thing for the kit to do is to keep the sales process alive,” says Pat Friesen, president of Pat Friesen & Co., a direct marketing consultancy and agency in Leawood, Kan. “You want to write and design the kit so that it has sticking power and/or long-term value, and is easily routed. … In fact, the copy and design need to invite this type of activity. Never assume people will do this. And never assume the person receiving the kit will look at it and order immediately. Doesn’t happen.”
Not every fulfillment kit is meant to lead to a sale, notes Lee Marc Stein, proprietor of Lee Marc Stein Ltd., a Mahopac, N.Y., direct marketing agency and consulting service. Sometimes, he explains, the goal of the second step is to move the selling process forward to the third step, such as an in-person sales call or a detailed quote.
Regardless of the kit’s objective, a few best practices for kit development apply to all second-step situations. Here’s what to consider before building your ideal fulfillment kit.
The Letter Leads the Way
“Every fulfillment mailing needs a short cover letter that sells the value of what’s in the kit,” says Friesen. The primary job of this letter is to introduce the kit to prospects; it’s the tool that walks people through the different components included and why they are in the kit.