High ... ... are ... They don't respond like ... and they don't respond like other ... What works with them is often the opposite of what works with ... Here's High technology prospects are different. They don't respond like consumers and they don't respond like other businesses. What works with them is often the opposite of what works with consumers. Here's a primer on how to sell high-tech products to businesses using direct mail. Mail to people who won't buyHigh-tech buying decisions are often made by a committee, not an individual. To win the sale, your direct-mail program must address the needs of everyone around the table, whether the president, purchasing agent, technical specialist or end user. So find out who wields the greatest influence in buying decisions (often it's the end users), and target these influential prospects in your mailings, along with the people who sign the purchase orders. Go cheap on design and printingConsumer direct-mail gimmicks sell sweepstakes, but not servers. Don't ask a senior verification engineer to "AFFIX FREE BUYING GUIDE SEAL HERE." Don't expect a network operations analyst to "PLACE TAB A INTO TAB B." The same goes for fake handwriting and fake underlining. They're genuine mistakes. High-tech business readers are sophisticated. They want a letter, a brochure and a business reply card. That's it. The more inserts, lift letters, coupons, free-gift slips and other stuff you put in the envelope, the more likely the busy executive is to fling your package in the circular file. Here's one caveat. Fancy folds, die cuts and 3D objects work well when you tie them into your offer. This is especially true of trade-show mailers, where a unique and relevant gimmick often draws more prospects to your booth than a traditional mailer does. Assume your reader has a split personalityYour reader is a business person, in that order. As a business buyer, your prospect wants to save money, raise productivity, increase efficiency. So your mailer must address those issues. But your business buyer is also a person. A person who is unlikely to buy your producthowever good it may be for the companyif buying your product means more work, more stress or more grief for them personally. Your prospect may even buy your competitor's inferior product instead of yours for selfish reasons alone. Today's rule of thumb in high-tech purchase decisions is this: "Sure, no one ever got fired for buying IBM. But did they get promoted?" Look after both the business interests and the personal interests of your prospect and the sale will look after itself. Keep it technicalTelecom professionals know what SS7, ITU-T C7 and ISUP are. You don't. So you're inclined to explain these concepts in your copy, showing prospects that you don't understand their business. But engineers don't read at the Grade-9 level. They name their dog Archimedes. They want substance, not oversimplification. Your letter must speak their language, their jargon, their lexicon. Learn the lingo by reading the industry journals and technical literature that your prospects read. Watch for acronyms, abbreviations, initialisms and jargon that are commonplace but never defined. Write accordingly. Lots of copy, thank youYour high-tech prospects are information-seekers who will read a lot of copy. They hunt for information that helps them do a better job, and knowledge that makes them more marketable. They want facts. The more the better. That's why, with this audience, self-mailers don't pull as well as packages with a letter, brochure and business reply device. One exception is seminars, where innovative self-mailers still grab attention and fill seats. Engineers welcome long copy when your message is interesting, important and relevant. Stress features, not benefitsIn consumer direct response, features are subordinate to benefits. What a product does is never as important as what it does for the consumer. In high-tech direct response, the opposite is true. Semiconductor design engineers, for example, want specs. Saving money is beneficial to them, of course. So is saving time. But what they want more than benefits is hard data. They want I/O word widths, data transfer rates, frame buffer bandwidthsevery relevant fact that helps them make an informed buying decision. Don't ask for the orderA senior vice-president of manufacturing doesn't order a $1.5-million network upgrade by dropping a business reply card in the mail. Instead, the first step in the process is usually a request for more information. Followed by a sales meeting. Then a demonstration. Then a trial. Then a contract. That's why direct-mail pieces to high-tech prospects must contain multiple calls to action. Your response device, for example, might look like this: "(Choose one) 1. Send me your brochure by mail. 2. Have a salesperson phone me. 3. Not interested, but add me to your mailing list." Writing persuasive direct-mail copy for high-tech products is different from pitching credit cards or magazine subscriptions. It takes a unique set of skills to translate technospeak into hard-hitting sales copy. Enjoy the challenge. Source: Free Articles from ArticlesFactory.com .
Top blog stories
A review of Idmobile.com
Idmobile.com offers both pay-as-you-go and contract plans. Pay-as-you-go plans are ideal for customers who don't want to be tied down to a long-term contract, and they can purchase bundles of data, minutes, and texts as and when they need them.
Idmobile.com offers both pay-as-you-go and contract plans. Pay-as-you-go plans are ideal for customers who don't want to be tied down to a long-term contract, and they can purchase bundles of data, minutes, and texts as and when they need them.
AO.co is a trusted expert in TVs, washing machines, clothes dryers and other household appliances. AO.com is one of the largest retailers in the UK and it specializes in electronics, clothes and home furniture.
At Three, we believe phones are good. They just make life better. Easier. And more fun. But
we all need to find a balance that works for us. Our mission is to help our customers use
their phones to live their best lives.
We make your life easier
Since 1992, we’ve been helping customers get the best deal on their dream phone. We firmly believe in giving you the highest quality, for the lowest price. That’s why we work with three of the UK’s leading networks to do all the haggling for you,...
At Halfords, we're all about the journey. With more than 700 stores with over 10,000 colleagues, we're the UK's leading retailer of automotive and cycling products. We are also the leading operator in MOT, tyres, car servicing and car repairs - pleasing more than 750,000 customers every year.
It's important to us that everyone gets great customer service and can enjoy our products, no matter their level of sight. So, if you're blind, partially sighted or struggle to see or read the screen, we’ve a range of features to help you get the most from our products and...
Look iconic, without the hassle— using Nasty Gal discount codes, you can shop your favorite pieces for way less by simply entering one of our promotional codes (of your choice) at the checkout. From delivery offers, to promo deals, we keep ‘em coming, so you always have the offer you...
The Covid-19 has caused the school and universities to shut down around the world creating a major issue in Learning and Education. As this virus spreads through the interaction and if social distanci... The Covid-19 has caused the school and universities to shut down around the world creating a major...
Why its Important to Manage Your Holiday Calendars?
A printable calendar 2021 is a prominent online platform where you download printable calendars of your choice. These calendars can be customized as per our client requirement with photo, text, logo, or any other image. If you are thinking of planning a dream vacation tour with family and kids but...
Children are our future and they need to be kept safe and developed in the best way so as to ensure the development of our society and nation. Children are our future and they need to be kept safe and developed in the best way so as to ensure the...
Do you want to improve your guitar technique, play guitar cleaner, eliminate sloppy playing and unwanted string noise Sloppy guitar technique is a very common problem. Many guitarists have been as... Source: Free Articles from ArticlesFactory.com
Normal 0 false false false EN-US X-NONE X-NONE MicrosoftInternetExplorer4 ... Do you want a successful, stable and rewarding music career? Would you like to know exactly what record companies, producers, and management companies are looking for when seeking out new artists? There are many great musicians who are not able...
Although there are many different ways you can help your students become better guitar players and musicians, we can group almost everything you do into 3 main categories:1. Inspiring and motivating y... Source: Free Articles from ArticlesFactory.com
Comfy and convenient working environment is ready to improve the productiveness of your business. One of the methods to make a snug working environment is by getting the cosy chair. If you're employed by sitting a lot, you can select one so you can do your great job. Inexpensive PC...
For nearly all their young lives, girls dream of the day when they'll finally meet that special somebody they hope to spend the rest of her life with. The day your fiance suggests, your dream will happen and life will change into a flurry of pleasure as you choose your...
There is an appropriate shoe for almost any type of activity. This article will summarize the basics for finding women dance shoes for competitions. No matter what someone does for a hobby or enjoyment, the right shoes can make all the difference in the world. From bowling to dancing, good...
Sometimes women sacrifice comfort for fashion. It does not necessarily have to be this way if one takes the time to shop for the right types of shoes. This article focuses on black shoes for women in particular. One of the biggest complaints from women when it comes to shoes...
Basic stark white bride lingerie is not as fashionable as it once was. Nowadays, bridal lingerie and intimate apparel is all about choice. The colors are no longer sensible white. Some colors and styl... Basic stark white bride lingerie is not as fashionable as it once was. Nowadays, bridal lingerie...
Nothing beats the freedom of buying lingerie online through eBay clothing. Between work, family and life there just does not seem to be time in the day to shop for undergarments. As much as we want to... Nothing beats the freedom of buying lingerie online through eBay clothing. Between work,...
Search topic
Shopping for eBay Clothing - Benefits Of Buying Lingerie Online
Nothing beats the freedom of buying lingerie online through eBay clothing. Between work, family and life there just does not seem to be time in the day to shop for undergarments. As much as we want to... Nothing beats the freedom of buying lingerie online through eBay clothing. Between work,...